Post on 01-Nov-2014
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CHAPTER 11CHAPTER 11
Personal Selling, Database Personal Selling, Database Marketing, & Customer Marketing, & Customer
Relationship ManagementRelationship ManagementPage 338-362Page 338-362
PRESENTATION TOPICPRESENTATION TOPIC
PERSONAL SELLING PERSONAL SELLING
PRESENTED BYPRESENTED BY
RAJKUMAR LOHANA RAJKUMAR LOHANA MBA (Hons) FINALMBA (Hons) FINAL
ROLL NO: 139ROLL NO: 139
OVERVIEW OF CHAPTEROVERVIEW OF CHAPTER
Personal Selling Personal Selling Database Marketing Program &Database Marketing Program & Customer Relationship Management Customer Relationship Management
(CRM)(CRM)
PERSONAL SELLINGPERSONAL SELLING
Direct communications Direct communications between paid between paid representatives and representatives and prospects that lead to prospects that lead to purchase orders, purchase orders, customer satisfaction customer satisfaction and post-sale service.and post-sale service.
Some time called “last Some time called “last 3 feet”3 feet”
A Key to SuccessA Key to Success
Stay Close to Stay Close to Your Your
CustomerCustomerandand
LISTEN!LISTEN!
Remember…it’s all Remember…it’s all about “stuff”about “stuff”
““Customers really Customers really don’t care about your don’t care about your
stuff. They care stuff. They care about their stuff.”about their stuff.”
Major Category Of Personal SellingMajor Category Of Personal Selling
1.1. Retail SalesRetail Sales
2.2. Business-to-Business SellingBusiness-to-Business Selling
1.Retail Selling1.Retail Selling
Sale to consumers are facilitate by Sale to consumers are facilitate by retail sales people.retail sales people.
Connection to overall IMC program Connection to overall IMC program vitally important to marketing vitally important to marketing successsuccess
Retail SellingRetail Selling
Categories Of Retail SellingCategories Of Retail Selling
1.1. Selling in retail outletsSelling in retail outlets
2.2. Selling services Selling services
3.3. Telemarketing Telemarketing
Selling In Retail OutletSelling In Retail Outlet
Single TransactionSingle Transaction
It occurs when the buyer & seller interact for It occurs when the buyer & seller interact for the purpose of solitary purchasethe purpose of solitary purchase
ExampleExample
Automobile dealership, electronic items etc Automobile dealership, electronic items etc Order-TakerOrder-Taker
Salesperson whose primary tasks are to take Salesperson whose primary tasks are to take orders.It also serve as a cashier.orders.It also serve as a cashier.
Selling In Retail OutletSelling In Retail Outlet
Selling ServicesSelling Services
Selling services divided into 2 categorySelling services divided into 2 category
1. Some services sold by sales 1. Some services sold by sales representativerepresentative
ExampleExample
Insurance sales, credit cardInsurance sales, credit card
2. Person doing the selling also performs 2. Person doing the selling also performs the services.the services.
Example Example
Lube & oil shopLube & oil shop
Selling ServicesSelling Services
Telemarketing Telemarketing Inbound TelemarketingInbound Telemarketing
Selling in response to inbound Selling in response to inbound telephone calls telephone calls
Occur when employs handle Occur when employs handle customer callscustomer calls
ExampleExample Tool free number are designed to attract inbound Tool free number are designed to attract inbound
calls like 0800-12333calls like 0800-12333
Inbound CallsInbound Calls
Outbound TelemarketingOutbound Telemarketing Selling by making outbound calls to Selling by making outbound calls to
consumers or businessconsumers or business Sales representatives call customer Sales representatives call customer
or client or client ExampleExample Long distance services, credit cards,Long distance services, credit cards, Text messaging is the newest version Text messaging is the newest version
of telemarketing of telemarketing Example Example Ufone & McDonalds brings an upsize treat for u, Ufone & McDonalds brings an upsize treat for u,
buy any medium meal & get it upsized at any buy any medium meal & get it upsized at any McDonalds for Free. Also for delivery call 111 McDonalds for Free. Also for delivery call 111
Out bound callsOut bound calls
??
Thanks!Thanks!