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来源：百度文库 编辑：杭州交通信息网 时间：2024/05/09 06:03:16
Personal Selling
Interpersonal encounters in which efforts are made to educate customers and promote preference for a particular brand or product are referred to as personal selling.Many firms,especially those marketing business-to-business services, maintain dedicate salesforces or employ agents and distributors to undertake personal-selling efforts on their behalf. for infrequently purchased services , such as property,insurance , and funeral service,the firm 's representative may act as a consultant to help buyers make their selections.
Relationship marketing strategies are often based on account management programs , whereby customers are assigned a designated account manager who acts as an Interface between the customer and the supplier .Account management is most commonly practiced in industrial and professional firms that sell relatively complex services , resulting in an ongoing need for advice,education,and consultation.Examples of account management for individual consumers can be found in insurance , investment management,and medical services.
However , face-to-face selling to new prospects is expensive.A lower-cost alternative is telemarketing,involving use of the telephone to reach prospective customers.It’s used by about 75 percent of all industrial companies.At the consumer level,there is growing frustration with the intrusive nature of telemarketing,which is often timed to reach people at home in the evening or on weekends.
Trade Shows
In the business-to-business marketplace.trade shows are a popular form of publicity that also combines important personal-selling opportunities.In many industries,trade shows stimulate extensive media coverage and offer business customers.an opportunity to find out about the latest offerings from a wide array of suppliers in the field.Service vendors provide physical evidence in the form of exhibits,samples and demonstrations,and brochures to educate and impress these potential customers.Trade shows,one of the few instances in which large numbers of prospective buyers come to the marketer rather than the other way around, can be very productive promotional tools.A sales representative who usually reaches four to five prospective clients a day may be able to generate five qualified leads per hour at a show
Interpersonal encounters in which efforts are made to educate customers and promote preference for a particular brand or product are referred to as personal selling.Many firms,especially those marketing business-to-business services, maintain dedicate salesforces or employ agents and distributors to undertake personal-selling efforts on their behalf. for infrequently purchased services , such as property,insurance , and funeral service,the firm 's representative may act as a consultant to help buyers make their selections.
Relationship marketing strategies are often based on account management programs , whereby customers are assigned a designated account manager who acts as an Interface between the customer and the supplier .Account management is most commonly practiced in industrial and professional firms that sell relatively complex services , resulting in an ongoing need for advice,education,and consultation.Examples of account management for individual consumers can be found in insurance , investment management,and medical services.
However , face-to-face selling to new prospects is expensive.A lower-cost alternative is telemarketing,involving use of the telephone to reach prospective customers.It’s used by about 75 percent of all industrial companies.At the consumer level,there is growing frustration with the intrusive nature of telemarketing,which is often timed to reach people at home in the evening or on weekends.
Trade Shows
In the business-to-business marketplace.trade shows are a popular form of publicity that also combines important personal-selling opportunities.In many industries,trade shows stimulate extensive media coverage and offer business customers.an opportunity to find out about the latest offerings from a wide array of suppliers in the field.Service vendors provide physical evidence in the form of exhibits,samples and demonstrations,and brochures to educate and impress these potential customers.Trade shows,one of the few instances in which large numbers of prospective buyers come to the marketer rather than the other way around, can be very productive promotional tools.A sales representative who usually reaches four to five prospective clients a day may be able to generate five qualified leads per hour at a show
个人的销售
努力被做为特别的商标教育客户而且促进偏爱的人与人之间的相会或产品被称为个人的销售。许多公司,尤其那些行销商务对商务维修,维持献出 salesforces 或雇用代理人和经销商代表他们从事个人- 销售努力。 因为稀少地购买了像财产，保险和葬礼这样的服务公司 's 代表可能担任一个顾问帮助买主制造他们的选择。
时常销售策略的关系以帐户管理计画为基础 , 客户被分配一个被指定的帐户担任在客户和供应者之间的一个接口的经理。帐户管理被最普遍练习在工业的和相对地卖合成物的专业公司维修 ,造成对忠告，教育和请教的继续需要。个别的消费者的帐户管理的例子可能在保险，投资管理和医学的服务中被发现。
然而，新的视野面对面的销售是贵的。比较低的- 费用替代选择是电话推销,包括电话的使用联络有希望的客户.它被大约 75% 的所有工业的公司用。在消费者水平,用电话推销的打扰性质有增加的挫折, 时常傍晚或在周末在家是该联络人的时候。
贸易表演
在商务对商务 marketplace.trade 表演中是流行形式的广告以也联合重要的个人- 销售机会。在许多工业中，试映刺激广泛的媒体报导和提议生意 customers.an 机会发现领域的来自供应者的广泛排列的最新提供。服务厂商以展览品，样品和示范的形式提供实际的证据, 和说明书教育并且这些潜在的客户有印象。售卖通常联络四到五位天可能能够的有希望的客户代表在一场表演产生五个有资格的一小时领引