【導(dǎo)讀】2.3.1.2.9.1.2.1.3.anization'smarketingprogram.persuaded?serviced?BUDGETS.Whatisthe. Thisinvolves

　　

【正文】 ly when a particular sales approach is not working and the approach can be adjusted. advantage of facetoface selling is that the sales rep can municate a larger amount of plex information that can be transmitted with other promotional tools. 1. COMMUNICATION TASKS APPROPRIATE FOR PERSONAL SELLING large amounts of plex information about the firm39。s products or policies. product offerings and/or promotional appeals to the unique needs and interests of specific customers. customers that the firm39。s products or services are better on at least some dimensions than the similar offerings of petitors. The nature of the munication tasks faced by a firm depends on: pany39。s objectives, marketing strategy, and resources. number and kind of customers in its target market. 中國(guó)最大的管理資料下載中心 (收集 \整理 . 大量免費(fèi)資源共享 ) 第 16 頁(yè) 共 48 頁(yè) nature of the other elements of its marketing mix. characteristics b. distribution policies c. pricing policies d. other strategy characteristics MANAGEMENT POLICIES AND SALES PROGRAM PLANNING Sales program planning is concerned with allocating the firm39。s sales effort across different types of potential customers. Account management policies than specify what individuals within each type of customer anization the sales person should attempt to contact, what kind of selling and service activities should be engaged in, and how these activities should be carried out. The formation of an effective account management policy requires an understanding of: anizational buying process activities sales people engage in when carrying out their jobs 2. PARTICIPANTS IN THE ORGANIZATIONAL BUYING PROCESS Initiators perceive the problem Users must work with the product Influencers provide information Gatekeepers control information flow Buyers purchasing agents Deciders people with final authority 中國(guó)最大的管理資料下載中心 (收集 \整理 . 大量免費(fèi)資源共享 ) 第 17 頁(yè) 共 48 頁(yè) CHAPTER 7 ORGANIZING THE ACTIVITIES OF SALES MANAGERS AND SALES PEOPLE I. Purposes of sales anization An anizational structure is an arrangement of activities involving a group of people. The goal in designing an anization is to divide and coordinate activities in such a way that the group can acplish its mon objectives better than they could by acting as individuals. An anizational structure should serve 3 purposes: should be divided and arranged in such a way that the firm can benefit from the specialization of labor. anization structure should provide for stability and continuity in the firms selling efforts. structure should provide for the coordination and integration of various activities assigned to different people in the sales force. II. Horizontal structure of the sales force The first issue to be decided concerning the anization of the sales force is whether the firm should hire its own sales people or use outside agents (., manufacturers39。 reps). A. Types of Agents 1. Manufacturers39。 representatives (or sales) agents B. When are outside agents appropriate? 1. Economics criteria and strategic criteria 1. ECONOMIC METHOD OF DETERMINING IF OUTSIDE AGENTS ARE APPROPRIATE In a given selling situation, a pany sales force and independent agents are likely to produce different levels of costs and sales volume. The fixed costs of using external agents are lower than a pany sales force because there is less administrative overhead involved and also because manufacturers39。 reps do not receive a 中國(guó)最大的管理資料下載中心 (收集 \整理 . 大量免費(fèi)資源共享 ) 第 18 頁(yè) 共 48 頁(yè) salary or reimbursement for field selling expenses. However, costs of using agents tend to rise faster as sales volume increases because agents usually receive higher missions than pany sales people. Consequently, there is a breakeven level of sales volume below which the costs of external agents is lower, but above which a pany sales force bees more efficient. Example: A pany is faced with a planning decision of whether to use a pany sales force or outside agents. It estimates that salaries and expenses will amount to $30,000 per sales person and that the pany will require 10 sales people to cover the territory. Furthermore, the sales people will receive a 5% mission on the dollar volume that they sell. If the pany decided to use outside agents however, it would have to pay a fixed 15% mission on the dollar volume that they sell. Determine when the pany should use agents and when it should use a pany sales force? 2. CONTROL AND STRATEGIC CRITERIA FOR DETERMINING IF A COMPANY SALES FORCE SHOULD BE USED Managers argue that internal sales forces are preferable to agents because agents are more difficult to control. Agents can be viewed as independent actors who are expected to act opportunistically in pursuit of their own shortrun objectives (., sales). This makes agents reluctant to pursue new accounts or smaller customers as well as perform service and support activities. On the other hand, managers can control their own sales force in many ways: selection training supervision operating procedures reward mechanisms 中國(guó)最大的管理資料下載中心 (收集 \整理 . 大量免費(fèi)資源共享 ) 第 19 頁(yè) 共 48 頁(yè) etc. Furthermore, monitoring performance of a pany salesforce is easier than with independent age