MKT 201 Chapter 18

CHAPTER 18

Personal Selling and Sales Promotion

OVERVIEW:

This chapter covers in detail two promotion mix elements—personal selling and sales promotion. To help students build a better understanding of the purposes and roles of salespeople, we initially discuss the basic elements of the personal selling process and the types of salespeople used in organizations. Because this book is based on a managerial framework, much of the section on personal selling is devoted to a discussion of sales management decisions and activities. The topics covered include establishing sales force objectives; determining the size of the sales force; and recruiting, selecting, training, compensating, motivating, routing, scheduling, and controlling salespeople.
Then we discuss how sales promotion activities are blended with other elements in a promotion mix. We also cover the objectives for which organizations use sales promotion. Finally, we classify and present major characteristics of a number of sales promotion methods.

OBJECTIVES:

1.Define personal selling and understand its purpose.

2.Describe the basic steps in the personal selling process.

3.Identify the types of sales force personnel.

4.Understand sales management decisions and activities.

5.Explain what sales promotion activities are and how they are used.

6.Recognize specific consumer and trade sales promotion methods.

Class Prep:

Read Chapter 18