ch16ProfessionalSales(营销管理,菲利普·科特勒教材)

©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapter16ProfessionalSales©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens“Goodlistenersgenerallymakemoresalesthangoodtalkers”-B.C.Holwick©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectives•Explaintheroleandnatureofpersonalsellingandtheroleofthesalesforce•Describethebasicsofmanagingthesalesforce•Identifythekeyissuesinrecruiting,selecting,training,andcompensatingsalespeople©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectives•Discusssupervisingsalespeople,includingdirecting,motivation,andevaluatingperformance•Applytheprinciplesofpersonalsellingprocess,andoutlinethestepsinthesellingprocess©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensHospitalityIndustrySalesPositions•Deliverer•Order-takerorCustomerServiceRepresentative•Missionary–creategoodwillandeducateusersontheproductorservice•Technician•DemandCreator©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensNatureofHospitalitySales•Prospecting–locatingandcultivatingnewcustomers•Targeting–allocatingscarcetimeamongprospectsandcustomers•Communicating–providinginformationaboutthecompany’sproductsandservices•Selling–knowingtheartofsalesmanship©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensNatureofHospitalitySales•Servicing–consultingonproblemsandprovidingtechnicalassistance•Informationgathering–conductmarketresearchandintelligencework•Allocating–decidingwhichcustomerstoallocatescarceproductstoduringproductshortages©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSales-ForceObjectives•Objectivesensurethatcorporategoalsaremet•Goalsincluderevenue,marketshare,andimprovingcorporateimageamongothers•Objectivesassistsalesforcememberstoplanandexecutetheirpersonalsalesprograms©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSales-ForceObjectives•Mustbecustomerdesignedannuallyforeachcompany•Establishedtosupportcorporategoalsaswellasmarketingandsalesobjectives•Annualobjectivesmaychangeintheeventofnaturalandotherdisasters©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensAchievingSales-ForceObjectives•SalesVolume•UpsellingandSecondChanceSelling•MarketShareorMarketPenetration•Product-SpecificObjectives©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensSalesVolume•Commonhospitalitysalesvolumemeasuresinclude:–Occupancy,passengermilesandtotalcovers•Salesvolumebyselectedsegments•Salesvolumeandprice/marginmix©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensUpsellingandSecondChanceSelling•Sellingadditionalservicesorupgradingroomsandfoodandbeverage•Encouragescooperationandteamworkbetweendepartments©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensMarketShare•Abrand'sshareofthetotalsalesofallproductswithintheproductcategoryinwhichthatbrandcompetes•Determinedbydividingabrand'ssalesvolumebythetotalcategorysalesvolume©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kot