Principles of marketing: Lecture 37

Principles of marketing: Lecture 37 provide students with knowledge about: sales force management; steps in the selling process; supervising salespeople; directing salesperson; motivating salesperson; motivating salespeople; evaluating salespeople;... Please refer to this lesson for details!

MGT301 Principles of Marketing Lecture­37 Summary of   Lecture­36 Sales Force Management Steps in the Selling Process Managing the Sales force Designing Designing Sales Sales force force Strategy Strategy and and Structure Structure Recruiting Recruiting and and Selecting Selecting Salespeople Salespeople Training Training Salespeople Salespeople Compensating Compensating Salespeople Salespeople Supervising Supervising Salespeople Salespeople Evaluating Evaluating Salespeople Salespeople Today’s Topics Sales force Management (cont ) Direct Marketing Supervising Salespeople   Directing Salesperson Motivating Salesperson Motivating Salespeople • Organizational Climate • Sales Quotas • Positive Incentives – Honors – Awards – Merchandise/ Cash – Trips How Salespeople Spend Their Time Service Administrative Tasks Calls 17% 12% Telephone Selling 21% Face-to-Face Selling 30% Waiting/ Traveling 20% Companies Look  For Ways to  Increase the  Amount of  Time  Salespeople  Spend Selling.  Customer Databases Customer Databases are an Organized  Collection of Comprehensive Data About  Individual Customers or Prospects  Including: – Geographic,  – Demographic, – Psychographic, and – Behavioral Data Direct Direct Marketing Marketing is is With a Focus on Share Share of of Customer Customer Customer-Based Customer-Based Information-Intensive Information-Intensive Long-Term Long-Term Oriented Oriented Individualized Individualized Through Use of Database Database Technology Technology Database Marketing Database Marketing is the Process of Building,  Maintaining, and Using Customer Databases and  Other Databases for the Purposes of Contacting and  Transacting With Customers.  Transacting With Customers Marketing Database  The compilation of names, addresses, and other pieces of  pertinent information about individual customers  and prospects that affects what and how marketers  sell to them How Companies Use Their  Databases ? Identifying Identifying Prospects Prospects Deciding Deciding Which Which Customers Customers Should Should Receive Receive aa Particular Particular Offer Offer Deepening Deepening Customer Customer Loyalty Loyalty Reactivating Reactivating Customer Customer Purchases Purchases Enough for today. .  Summary Supervising Salespeople Motivating Salespeople Evaluating Salespeople Direct Marketing Direct Direct Marketing Marketing Breaks Breaks through through ad ad clutter clutter Better Better targeting targeting reduces reduces waste waste Advantages of Direct Marketing Factors Driving  Direct Marketing Growth Forms of Direct Marketing Customer Databases Next… Public Relations MGT301 Principles of Marketing Lecture­37 ... Higher Costs Costs of of Driving, Driving, Traffic Traffic and and Parking Parking Congestion Congestion Consumers Consumers Lack Lack of of Time Time Convenience Convenience of of Ordering Ordering... Percentage? ?of? ?sales quota achieved Margins – Gross margin – Net profit – By customer type – By product category Customer accounts – Number? ?of? ?new accounts – Number? ?of? ?lost accounts – Percentage? ?of? ?accounts sold... Shareof of Customer Customer Direct Direct Marketing Marketing Develops DevelopsCustomers Customers Finds FindsProducts Productsfor forCustomers Customers Focuses Focuseson onShare Shareof ofMarket