Excerpt from Personal Selling Decisions In the previous three chapters of this book the marketing mix elements of advertising, price, and distribution have been considered. One other major controllable marketing variable remains. This is personal selling. In spite of the fact that it is the largest single item in the marketing budgets of most firms, personal selling continues to be an illusive and poorlv under stood element of the marketing program. Only a small number of analytical or management science efforts have been ...
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Excerpt from Personal Selling Decisions In the previous three chapters of this book the marketing mix elements of advertising, price, and distribution have been considered. One other major controllable marketing variable remains. This is personal selling. In spite of the fact that it is the largest single item in the marketing budgets of most firms, personal selling continues to be an illusive and poorlv under stood element of the marketing program. Only a small number of analytical or management science efforts have been reported during the past fifteen years. However, developments in marketing information systems and in the technical aspects of management science can be expected to expand both the need for and potential of management science approaches in this important marketing decision area. Thus the time is ripe for an accelerated application and development of management science models in this rather neglected area of marketing management. In this chapter attention will focus upon sales force decisions. The major decision areas are structured in Figure 7 - 1. The first step in the decision process is to recognize the role of personal selling in the firm's total marketing program and to establish goals or criteria for use in sales force decision making. After the criteria for the evaluation of decision alternatives have been specified, a resource commitment to the personal selling effort must be established. This total resource commitment involves setting the sales budget and determining the size of the sales force. After a preliminary budget has been established the problem of allocating the sales resources must be attacked; 'the sales effort must be allocated along three dimensions: (1) customers, (2) sales territories. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at ... This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.
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