MGMA01H3 Chapter 16: Chapter 16 Notes
Document Summary
Chapter 16 personal selling and sales promotion notes. training salespeople compensating salespeople supervising salespeople evaluating salespeople. Evaluating salespeople and sales force performance: management gets information about it salespeople in several ways. Reviewing objectives and key terms: discuss the role of a company"s salespeople in creating value for customers and building customer relationships. Most companies use salespeople and many companies assign them an important role in the marketing mix. For companies selling business products, the firm"s salespeople work directly with customers. Often, the sales force is the customer"s only direct contact with the company and therefore may be viewed by customers as representing the company itself. In contrast, for consumer product companies that sell through intermediaries, consumers usually do not meet salespeople or even know about them. The sales force works behind the scenes, dealing with wholesalers and retailers to obtain their support and helping them become effective in selling the firm"s products.
