科特勒市场营销学1ppt课件
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What decisions do companies face in designing a sales force?
How do companies recruit, select, train, supervise, motivate, and evaluate a sales force?
Copyright © 2003 Prentice-Hall, Inc.
21-5
Designing the Sales Force
Leveraged sales force Direct (company) sales force Contractual sales force
Sales-Force Structure
established for each class The number of accounts in each size class is
How can salespeople improve their skills in selling, negotiation, and carrying on relationship marketing?
Copyright © 2003 Prentice-Hall, Inc.
21-3
Sales Representative
Chapter 21 Managing The Sales Force
by
PowerPoint by Milton M. Pressley University of New Orleans
Copyright © 2003 Prentice-Hall, Inc.
21-1
Kotler on Marketing
See text for complete table
21-7
Copyright © 2003 Prentice-Hall, Inc.
Designing the Sales Force
Sales-Force Size
Workload approach:
Customers are grouped into size classes Desirable call frequencies are
The successful salesperson cares first for the customer, second for the products.
Copyright © 2003 Prentice-Hall, Inc.
21-2
Chapter Objectives
In this chapter, we answer the following questions:
21-4
Designing the Sales Force
Sales-Force Objectives and Strategy Common tasks for salespeople
Prospecting Targeting Communicating Selling Information gathering Allocating
Copyright © 2003 Prentice-Hall, Inc.
21-6
Table 21Territorial: Each sales representative is assigned an exclusive territory. This sales structure results in a clear definition of responsibilities. It increases the rep’s incentive to cultivate local business and personal ties. Travel expenses are relatively low because each rep travels within a small area. Territory size: Territories can be designed to provide equal sales potential or equal workload. Territories of equal potential provide each rep with the same income opportunities and provide the company with a means to evaluate performance. Territories can also be designed to equalize the sales workload so that each rep can cover the territory adequately. Territory shape: Territories are formed by combining smaller units, such as counties or states, until they add up to a territory of a given potential or workload. Companies can use computer programs to design territories that optimize such criteria as compactness, equalization of workload or sales potential, and minimal travel time.
Robert McMurry’s sales representative types:
Deliverer Order taker Missionary Technician Demand creator Solution vendor
Copyright © 2003 Prentice-Hall, Inc.
How do companies recruit, select, train, supervise, motivate, and evaluate a sales force?
Copyright © 2003 Prentice-Hall, Inc.
21-5
Designing the Sales Force
Leveraged sales force Direct (company) sales force Contractual sales force
Sales-Force Structure
established for each class The number of accounts in each size class is
How can salespeople improve their skills in selling, negotiation, and carrying on relationship marketing?
Copyright © 2003 Prentice-Hall, Inc.
21-3
Sales Representative
Chapter 21 Managing The Sales Force
by
PowerPoint by Milton M. Pressley University of New Orleans
Copyright © 2003 Prentice-Hall, Inc.
21-1
Kotler on Marketing
See text for complete table
21-7
Copyright © 2003 Prentice-Hall, Inc.
Designing the Sales Force
Sales-Force Size
Workload approach:
Customers are grouped into size classes Desirable call frequencies are
The successful salesperson cares first for the customer, second for the products.
Copyright © 2003 Prentice-Hall, Inc.
21-2
Chapter Objectives
In this chapter, we answer the following questions:
21-4
Designing the Sales Force
Sales-Force Objectives and Strategy Common tasks for salespeople
Prospecting Targeting Communicating Selling Information gathering Allocating
Copyright © 2003 Prentice-Hall, Inc.
21-6
Table 21Territorial: Each sales representative is assigned an exclusive territory. This sales structure results in a clear definition of responsibilities. It increases the rep’s incentive to cultivate local business and personal ties. Travel expenses are relatively low because each rep travels within a small area. Territory size: Territories can be designed to provide equal sales potential or equal workload. Territories of equal potential provide each rep with the same income opportunities and provide the company with a means to evaluate performance. Territories can also be designed to equalize the sales workload so that each rep can cover the territory adequately. Territory shape: Territories are formed by combining smaller units, such as counties or states, until they add up to a territory of a given potential or workload. Companies can use computer programs to design territories that optimize such criteria as compactness, equalization of workload or sales potential, and minimal travel time.
Robert McMurry’s sales representative types:
Deliverer Order taker Missionary Technician Demand creator Solution vendor
Copyright © 2003 Prentice-Hall, Inc.