[精选]ch16ProfessionalSales(营销管理,菲利普·科特勒教材).pptx

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1、Chapter16ProfessionalSales“Goodlistenersgenerallymakemoresalesthangoodtalkers”-B.C.Holwick©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectivesExplaintheroleandnatureofpersonalsellingandtheroleofthesalesforceDescr

2、ibethebasicsofmanagingthesalesforceIdentifythekeyissuesinrecruiting,selecting,training,andcompensatingsalespeople©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectivesDiscusssupervisingsalespeople,includingdirecting,

3、motivation,andevaluatingperformanceApplytheprinciplesofpersonalsellingprocess,andoutlinethestepsinthesellingprocess©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensHospitalityIndustrySalesPositionsDelivererOrder-takerorCustomer

4、ServiceRepresentativeMissionary–creategoodwillandeducateusersontheproductorserviceTechnicianDemandCreator©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensNatureofHospitalitySalesProspecting–locatingandcultivatingnewcustomersTarg

5、eting–allocatingscarcetimeamongprospectsandcustomersCommunicating–providinginformationaboutthecompany’sproductsandservicesSelling–knowingtheartofsalesmanship©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensNatureofHospitalitySal

6、esServicing–consultingonproblemsandprovidingtechnicalassistanceInformationgathering–conductmarketresearchandintelligenceworkAllocating–decidingwhichcustomerstoallocatescarceproductstoduringproductshortages©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ0

7、7458Kotler,Bowen,andMakensSales-ForceObjectivesObjectivesensurethatcorporategoalsaremetGoalsincluderevenue,marketshare,andimprovingcorporateimageamongothersObjectivesassistsalesforcememberstoplanandexecutetheirpersonalsalesprogram