人民大2026市场营销原理与实践英文版（第19版）课件ch-16-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter16PersonalSellingandSalesPromotionCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives16.1Discusstheroleofacompany’ssalespeopleinengagingcustomers,creatingcustomervalue,andbuildingcustomerrelationships.16.2Identifyandexplainthesixmajorsalesforcemanagementsteps.16.3Discussthepersonalsellingprocess,distinguishingbetweentransaction-orientedmarketingandrelationshipmarketing.16.4Explainhowsalespromotioncampaignsaredevelopedandimplemented.

SALESFORCE:YouNeedaGreatSalesForcetoSellSalesforceSalesforce’scloud-based“CustomerSuccessPlatform”providesawidearrayofcustomerrelationshipmanagementtoolsthathelpitscustomers“superchargetheirsales.”SundryPhotography/Shutterstock

LearningObjective1Discusstheroleofacompany’ssalespeopleinengagingcustomers,creatingcustomervalue,andbuildingcustomerrelationships.

PersonalSelling(1of2)Personalsellingistheinterpersonalpartofthepromotionmixandcaninclude:Face-to-facecommunicationTelephonecommunicationVideoorwebconferencingProfessionalselling:IttakesalotmorethanafriendlysmileandafirmhandshaketosellPG’sbillion-dollarbrandstoprofessionalbuyersatPG’slargeretaileraccounts.PG’scustomerbusinessdevelopmentmanagersworkwithcustomersas“strategicpartners.”JinLee/BloombergviaGettyImages

PersonalSelling(2of2)TheNatureofPersonalSellingSalespeopleareaneffectivelinkbetweenthecompanyanditscustomerstoproducecustomervalueandcompanyprofitby:RepresentingthecompanytocustomersRepresentingcustomerstothecompanyWorkingcloselywithmarketingSalespeoplelinkthecompanywithitscustomers.Tomanycustomers,thesalespersonisthecompany.DeanDrobot/Shutterstock

LearningObjective2Identifyandexplainthesixmajorsalesforcemanagementsteps.

ManagingtheSalesForce(1of14)Salesforcem