销售人员管理 英文版PDF电子书下载

Brief Table Of Contents 1

PART Ⅰ 1

Understanding the Sales Force Environment 1

CHAPTER 1 Selling: Past, Present,and Future 2

CHAPTER 1 Selling: Past, Present, and Future 2

BUILDING RELATIONSHIPS: CUSTOMER RELATIONSHIP 3

Introduction 4

A Historical Perspective on Personal Selling 4

The Past 4

The Present and Future 5

Summary 9

Review and Discussion Questions 10

CHAPTER 2 The Sales Environment 12

CHAPTER 2 The Sales Environment 12

BUILDING RELATIONSHIPS: ETHICS AND SALES MANAGEMENT 13

Introduction 14

Legal Issues 16

Specific Legal Concerns 17

Ethical Issues 29

Creating Ethical Corporate Structures 30

Relationships with Customers 32

Relationships with Competitors 33

Relationships with Company 34

Relationships with Society 35

Summary 36

Key Terms 36

Review and Discussion Questions 37

Cases 37

CHAPTER 3 International Sales Force Management 40

CHAPTER 3 International Sales Force Management 40

BUILDING RELATIONSHIPS: JAPANESE APPROACHES TO INTERNATIONAL MARKETS 41

Marketing Intermediaries 42

Developing an International Soles Force 42

Introduction 42

Organizing the International Sales Force 47

Corporate Influences on International Sales Force Organization 48

Industry Influences on International Sales Force Organization 48

Recruitment and Selection 49

Managing the International Sales Force 49

Environmental Influences on International Sales Force Organization 49

Training 52

Motivation and Compensation 53

Negotiating the Sale 53

Differences in International Negotiating Styles 54

Differences in Decision Making 56

Status and Protocol 57

Social Aspects of International Negotiations 57

Personal Relationships 58

Perceptions of Time 58

Additional Specifics on Countries, Regions, and Cultures 59

Summary 64

Key Terms 65

Review and Discussion Questions 65

Cases 65

CHAPTER 4 Organizing the Sales Force 68

CHAPTER 4 Organizing the Sales Force 68

BUILDING RELATIONSHIPS: SALES SUPPORT TEAMSSS 69

Introduction 70

Theories of Organization 70

The Classical or Traditional Theory 70

Neoclassical Theory 70

Modern Organization Theory 70

The Dilemma 72

Basic Guidelines for Good Organization 73

Division of Work 73

The Line Organization? 74

Change 74

Span of Management? 74

Types of Organization 74

The Line and Staff Organization 76

The Functional Organization 77

The Centralized versus the Decetralized Organization 78

Organizing by Specialization 79

Inside Salespeople 87

Independent Representives 88

Organizational Procedures 89

Organizational Expectations 90

Managing in the Twenty-First Century 90

Summary 92

Key Terms 93

Review and Discussion Questions 93

Cases 93

PART Ⅱ 97

Planning for Sales 97

CHAPTER 5 Automating the Sales Force 98

CHAPTER 5 Automating the Sales Force 98

BUILDING RELATIONSHIPS: COMPUTERIZED SALES SUPPORT 99

Introduction 100

Increasing Productivity 101

Sales AnaLysis 102

Territory Management 102

Components of SaLes Force Automation Systems 102

Telemarketing 103

Teleprospecting 105

Sales Presentations 106

Disk-Based SaLes Presentations 107

Sales Proposals 109

Computerized Ordering 110

Electronic Data Interchange 110

Implementation 111

The Pilot Program 111

Software 113

Hardware 114

Implementation Pitfalls 117

Summary 118

Key Terms 120

Review and Discussion Questions 120

Cases 120

The Importance of Accurately Forecasting Market Potential 121

CHAPTER 6 Sales Forecasting 124

CHAPTER 6 Sales Forecasting 124

The Terminology of Forecasting 126

Why a Sales Forecast I26 126

Introduction 126

Sales Force Composite 128

Nonquantitative Techniques for Forecasting Sales 128

Jury of Executive Opinion 130

Quantitative Techniques for Forecasting Sales 133

Trend Projections 133

Fitting a Trend Line 134

Moving Averages 136

Exponential Smoothing 137