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1、Chapter 17,Personal Selling and Sales Management,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,第 17 章,人员推销与销售管理,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distr
2、ibution without the prior written consent of McGraw-Hill Education.,Learning Objectives (1 of 2),LO1 The role of interpersonal selling in international marketing LO2 The considerations in designing an international sales force LO3 The steps to recruiting three types of international salespeople LO4
3、Selection criteria for international sales and marketing positions LO5 The special training needs of international personnel,3,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,学习目标(1/2),国际营销中人际推销的作用
4、 设计国际销售队伍时需要考虑的因素 招聘三类国际销售人员的步骤 国际销售和营销岗位的选拔标准 国际人员所需的专门培训,4,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,Learning Objectives (2 of 2),LO6 Motivation techniques for international sales represent
5、atives LO7 How to design compensation systems for an international sales force LO8 How to prepare Americans for foreign assignments LO9 The changing profile of the global sales and marketing manager,5,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without
6、the prior written consent of McGraw-Hill Education.,学习目标(2/2),激励国际销售代表的措施 如何设计国际营销人员的薪酬体系 如何使美国人做好赴国外任职的准备 全球销售和营销管理者形象的变化,6,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,The Role of Interpersona
7、l Selling in International Marketing,The salesperson is a companys most direct tie to the customer. The sales representative is the final link in the culmination of a companys marketing and sales efforts. Growing global competition, coupled with the dynamic and complex nature of international busine
8、ss, increases both the need and the means for closer ties with both customers and suppliers. Advances in information technology allow higher levels of coordination across advertising, marketing research, and personal selling efforts, yielding new roles and functions in customer relationship manageme
9、nt (CRM).,7,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,国际营销中人际推销的作用,销售人员是公司联系客户的最直接的纽带 销售代表是使公司所作的营销努力取得成功的最终环节 全球竞争的加剧，还有国际商务的动态性与复杂性，都使得企业越发需要与客户和供应商保持更为密切的联系 信息技术的进步使得广告、市场营销调研、人员推销之间可以实现越来
10、越高层次的协调，从而赋予了客户关系管理(CRM)以新的职能,8,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,Designing the Sales Force (1 of 3),Design is the first step in managing a sales force. Decisions regarding the number
11、s, characteristics, and assignments of sales personnel are made based on: analyses of current and potential customers the selling environment competition the firms resources and capabilities Pertinent conditions and circumstances in international markets make design decisions challenging.,9,Copyrigh
12、t 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,销售队伍的设计(1/3),设计销售队伍是销售人员管理的第一步 关于销售人员数量、特征和任务安排诸方面的决策是基于： 分析现实的和潜在的客户 销售环境 竞争情况 公司的资源与实力 由于国际市场的相关条件和环境差异很大，所以这些决策的制定显得更富挑战性,10,Copyright 2016 McGraw-Hill Ed
13、ucation. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,Designing the Sales Force (2 of 3),Distribution strategies will often vary from country to country: some markets may require a direct sales force, whereas others may not the hard
14、 sell that may work in some countries can be inappropriate in others The size of accounts certainly makes a difference as well. Selling high-technology products may allow for the greater use of American expatriates. Selling in information-oriented cultures such as Germany may also allow for greater
15、use of expatriates. Relationship-oriented countries such as Japan will require the most complete local knowledge of natives.,11,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,销售队伍的设计(2/3),分销策略常因国家
16、而异 有些市场需要直销人员，有些则可能不需要直销人员 在一些国家有效的强行推销在别的国家也许并不适宜 当然，业务大小也有关系 推销高科技产品需要更多地使用美国本土的外派人员 在德国那样的信息导向型文化中推销产品，也许也要考虑更多地使用外派人员 在关系导向型的国家，比如日本，推销时则需要完全熟知当地情况的本土人员,12,Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.,Designing the Sales Force (3 of 3),Many advanced operations research tools developed in the United States can be adapted to foreign markets. The use of such high-
