乔治·E·贝尔奇-广告与促销：整合营销传播视角（第8版）Chapter18a.pptVIP

Personal Selling Personal Selling Determining the Role of Personal Selling If Sales Force is a Major Part of IMC Stages of Personal Selling Evolution New Roles for Salespeople Customer Relationship Management SAP Software Assists CRM Keeping a Customer Types of Sales Jobs Personal Selling Responsibilities Sales People Have Many Duties Test Your Knowledge Traits of Effective Salespeople Traits of Effective Salespeople Traits Buyers Like and Dislike Pros and Cons of Personal Selling Personal Selling + Other Tools Personal Selling + Advertising Test Your Knowledge Personal Selling + PR Personal Selling + Direct Marketing Personal Selling + Sales Promotion Personal Selling + the Internet Evaluating the Personal Selling Effort Characteristics Affecting Performance Evaluating Personal Selling Test Your Knowledge Quantitative Measures of Sales Results Qualitative Measures of Sales Results Chapter Eighteen Personal Selling ? 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Relation to TextThis slide relates to page 593. Summary OverviewPersonal selling involves a person-to-person communications process. The emphasis placed on personal selling varies from firm to firm, and depends on the product or service being marketed, the size of the organization, and the type of industry. In an integrated marketing communications program, personal selling is a partner with, not a substitute for, other promotional mix elements. Use of this slideUse this slide to introduce the topic of personal selling. Relation to text This slide relates to material on pp. 593-594 of the text. Summary Overview In order for management to determine the role of personal selling in the overall IMC program, four questions should be asked: What information must be exchanged between the firm and potential customer? What are the alternative ways to carry out these communications objectives? How effective is each alternative in carrying out the needed exchange? How cost effective is each alternative? Pe