MARK 201 Chapter Notes - Chapter 14: Root Mean Square, Customer Relationship Management, Sales Force Management System
14 Dec 2016
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Document Summary
Personal selling: personal presentations by the rm"s sales force for the purpose of making sales and building customer relationships. Salesperson: an individual who represents a company to customers by performing one or more of: prospecting, communicating, selling, servicing, information gathering, and relationship building. Critical link between the company and its customers. Coordinating marketing sales: ideally, the sales force and other marketing functions should work together closely to jointly create value for customers. Sales force management: analyzing, planning, implementing, and controlling sales force activities. Hire people with speci c skills: intrinsically motivated, disciplined work style, relationship building, ability to close a sale. Training general skills and company speci c approaches to selling: seminars, sales meetings, and e-training form the basis of sales training programs, goal is to achieve understanding of company, product, customer, and market knowledge. Compensating involves any combination of: fixed amount: salary, variable amount: commissions or bonuses, expenses and fringe bene ts.
