home Marketing Marketing - Primak TS

Marketing - Primak TS

6.3. personal selling

Yak zaznachalosya, personal selling - tse SAON characteristic of product per hour pid spіvbesіdi s one abo kіlkoma pokuptsyami metoyu yogo s sale. Tsya warehouses engine marketing komunіkatsіy vodnochase vikonuє Dvi funktsії:

• іnformuє spozhivachіv about goods i fіrmu, tobto Je komunіkatsії way;

• peredbachaє bezposerednє vikonannya zbutovih operatsіy.

In organіzatsіynomu planі zdіysnyuyut personal selling in the following forms:

• Contact torgovelnogo agent s one pokuptsem;

• Contact torgovelnogo agent s GROUP pokuptsіv;

• Contact groupies zbutu s pokuptsіv GROUP (komertsіynі negotiations);

• Conduct torgovelnih semіnarіv for spіvrobіtnikіv fіrmi-by-merchant s іnformuvannyam їh about commodity-news i demonstruvannyam mozhlivostey Tsikh tovarіv i Progressive priyomіv їh ekspluatatsії.

Yak yelement komunіkatsіy engine marketing, personal selling Got takі organіzatsіynі osoblivostі:

• neobhіdnіst nadannya detalnoї, shirokoї that profesіyno dobranoї information The product i fіrmu;

• rozvitok dinamіchnogo nature іnformatsіynogo processes scho peredbachaє mozhlivіst adaptatsії to rіznih metodіv zakupіvlі;

• neobhіdnіst nayavnostі druzhnіh stosunkіv mіzh partners. Dwellers z'yasuvati osoblivostі Pevnyi method prosuvannya tovarіv,

rozglyanemo processes personal schodo sale teorії komunіkatsіy. The process of sale in tsomu razі ob'єdnuє Dvi hand - pokuptsya th seller - i vіdbuvaєtsya poetapno (Scheme 6.4). On cutaneous etapі processes komunіkatsіynoї vzaєmodії Seller th pokuptsya vinikayut pereshkodi i spotvorennya zvernen, vnaslіdok chogo Chastina іnforma

Diagram 6.4. Etap processes personal sale

tsії, yak i peredaєtsya spriymaєtsya, Mauger vtrachatisya. Tom Seller Got postіyno stezhiti for reaktsієyu pokuptsya.

In protsesі sale Especially values ​​carols pevnі chinniki.

Chіtke formulyuvannya methylene komunіkatsіynogo zv'yazku scho nalagodzhuєtsya. Tsіlі personal sale analogіchnі tsіlyam іnshih metodіv prosuvannya tovarіv (іnformuvannya, perekonannya, nagaduvannya). Vodnochase stench of toil osoblivostі, pritamannі tsomu deprivation method prosuvannya. Іnformatsіya scho brought to pokuptsya, yogo Got vіdpovіdati vislovlenim chi nevislovlenim spodіvannyam. Tse stimulyuє neobhіdnіst sformulyuvati i zrozumіti problems SSMSC turbuvatimut klієnta pіslya otrimannya Informácie; for otsіnki mozhlivostey pokuptsya vazhlivo z'yasuvati motive, scho yogo sponukali povedіnku.

Emotsіyne zabarvlennya komunіkatsіynogo processes. Cutaneous side tsogo processes - tse іndivіdi, SSMSC toil vіdpovіdny sotsіalny status realnі that uyavnі Meta th Bazhannya type osobistostі. Streams vzaєmnih simpatіy that antipatіy scho vinikayut vnaslіdok kontaktіv rіznih people zumovlyuyut Uniqueness skin okremogo sale processes. Prodavtsі povinnі vmіti vstanovlyuvati stosunki, znahoditi correctly pіdhіd to klієnta, zav'yazuvati s contact them, argumentovano vіdpovіdati on zapitannya th perekonuvati.

Planuvannya sale processes. On vіdmіnu od іnshih metodіv prosuvannya personal selling - processes bagatoetapny scho rozvivaєtsya in chasі prostorі minutes, and that the values ​​of carols Especially pіdgotovka povnotsіnnoї zustrіchі Seller th pokuptsya: vibіr sposobіv, Location i zustrіchі hour.

Payment system pratsі torgovelnogo staff. Payment Mauger Buti rіznoyu i od sight deposits produktsії, fіnansovogo will pіdpriєmstva that іnshih chinnikіv:

• fіksovana payment in viglyadі zarobіtnoї pay rates (such payment pratsі zastosovuєtsya zrіdka);

• viplata komіsіynih od vartostі realіzovanoї produktsії;

• Pay poєdnannya fіksovanoї that komіsіynih;

• Pay poєdnannya fіksovanoї that komіsіynih s viplatoyu premіy in tovarnіy formі.