Kişisel satış gücünün yönetimi
Sales management and personal selling
- Tez No: 81612
- Danışmanlar: PROF. DR. GÜNEY DEVREZ
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 1999
- Dil: Türkçe
- Üniversite: Ankara Üniversitesi
- Enstitü: Sosyal Bilimler Enstitüsü
- Ana Bilim Dalı: İşletme Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 164
Özet
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Özet (Çeviri)
SUMMARY in this thesis, management of personal sales force have been studied in accordance with general management and organisation theories and principles, supported by a practical observation. With the Industrial Revolution, increasing importance of marketing and sales activities changed significantly due to some concepts such as customer orientation, total quality management, flexible production etc. So many tasks, such as advertising and sales promotion, became increasingly complex. A common solution to this problem was to split the marketing function, a trend that is still continuing. New departments are being organized for the performance of specialized marketing tasks. Today the marketing activities of many companies are carried on not only by the sales department, but by such departments as advertising, marketing research, export, sales promotion, merchandising, traffic and shipping and credits and collections. Planning involves anticipating environmental developments and preparing them or capitalize on them. Planning means, controlling events instead of being overhelmed by them. In the planning section of the study, the probable structure of sales force, prediction of future events that may influence the demand for a firm's goods or services which is sales forecasts, setting sales strategies and tactics complying forecasts have been discussed. 154Sales force organisation, attracting sales rep candidates, recruitment efforts, selection of sales people, training approaches, motivation and compensation have been examined and discussed in the proceeding sections. The determinants that influence sales force performance are highly interrelated much of the literature on industrial and organizational psychology and many of these factors combine to influence job performance. Therefore, sales managers should realize that the major influences on an individual's performance are not independent of each other and they ought to stimulate their sales force to increase performance, productiv ty, and profitability in the long run. Achieving acceptable levels of performance is essential for the organisation to stay in business and for the salesperson to keep his job. Thus, it becomes necessary for the manager to lead and motivate salespeople to perform at an acceptable level by evaluating their performance. Sales and cost analysis are some tools for proper performance evaluation. It is observed in this section of the thesis that these performance evaluations provide important feedback to both management and salespeople and are crucial for the company's success. Second part of the thesis consists of some practical observations on the most recent application of sales force management; AMWAY. It is seen that the organisational structure implemented by AMWAY is quite outstanding, compared to those traditional sales force organisations. First of all since each distributor is his/her own boss, it is easy to achieve high motivation levels. In addition, the nature of the recognition and compensation plan leads sales distributors to high performances while boosting their egos. 155Not the subsidiary of AMWAY but exists for AMWAY distributors to earn more, Network 21, which has been established by two AMWAY distributors, trains AMWAY distributors to develop human relations by means of systematic actions. Founders of Network 21 have realized that human relations are vital for to make a progress in AMWAY business. They have to be improved continuously. So a structure have been developed to teach distributors how to improve their human relations, which enables this by lectures, open houses, books and tapes. As a conclusion; prior to 21st ce ltury, although some modern marketing and sales techniques such as tele-marketing, marketing via internet are taking place of old marketing activities, many companies still agree on the fact that every customer has unique purchasing behaviors and each should be informed personally. Therefore, as being the key marketing method for both complex and ordinary products, personal sales force management still preserves its importance. 156
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