Personal selling

Complete the sentences matching the beginning of the sentence with one of the endings.

Say if the statements are true or false. Prove your point.

Answer the questions.

1. What is full chain of distribution?

2. What does distribution channel mean?

3. In what cases is the full chain of distribution used?

4. When is the wholesaler eliminated?

5. When is the direct selling used?

6. What are the main functions of a sales team?

7. What are the advantages of the full chain of distribu­tion for the manufacturer and retailer?

8. What are the disadvantages of the full chain of distri­bution for the manufacturer and retailer?

9. What are the main three approaches to organizing the sales force?

10. What titles of sales jobs can you mention?

11. What are the functions of PR?

12. What is the difference between PR and customer serv­ices?

1. Many industrial products and services are sold directly to the consumer or user, e.g. aircraft and lathes.

2. Most consumer products are usually distributed through wholesale organizations.

3. In some industries the wholesaler may sell the goods directly to the customer and no retailer is involved.

4. Frozen-food firms and large bakeries refuse to have their own distribution network.

5. The manufacturer mass-producing the goods constant­ly worries about storage and distribution costs.

6. Public Relations (PR) is sometimes a separate depart­ment outside the marketing function.

1. By tradition many manufacturers sell their products to a wholesaler who________

2. Most consumer products are usually distributed_______________

3. In some industries the manufacturer may sell directly to the customer ____________

4. Mail order companies are a good example of____________

5. The sales team may also be the first link______________

6. The variety of titles of selling jobs proves___________________

a. distribution without a retailer

b. without a wholesaler or retailer being involved

c. that most sales jobs involve a maximum of creativity

d. warehouses the goods until they are required by the retailer

e. between the customer and the company

f. through retail organizations

Unit 4. DISCUSSION

14* Read the following text and pick out the expressions in bold type to fill in the Useful Language box below, con­taining six sections for six language functions.

What do I do? I'm a salesman. Well, actually, because there are several women in our sales force, I guess I should say I'm a salesperson or a sales representative, or a sales rep for short. My job is to contact existing and prospective cus­tomers. Some salespeople are based in companies' offices, but I've always worked "in the field", in other words travelling and visiting customers.

You know, sales reps are often the only person from a com­pany that customers ever see, therefore we're an extremely important channel of information. Someone calculated a long time ago that the majority of new product ideas come from customers, via sales reps. So our tasks include not only prospecting for customers, but also communicating informa­tion to them about our company's products and services. On top of that we are selling these products and services and helping the customers with possible technical problems. In addition we are gathering market research information. Since we have to be able to recognize customers' needs and problems, we often collaborate with engineers, particularly for technical products, and with market researchers.

However the trouble with personal selling is that it's the most expensive element in the marketing mix, as a result most firms only use it sparingly, often as a complement to advertising. Sales reps like me are more often necessary for closing deals than for providing initial information.

But these days we think about more than making a single deal. In the first place head office keep reminding us of "the marketing concept", and telling us not to think about making short-term sales, in the second place they tell us about solving customers' problems, bringing back information, that is to say achieving long-term sales, and maximizing profits. And finally we have to know all about the company and its prod­ucts, about the customers, and about competitors because we have to know how to give an effective sales presentation.

In this company, each salesperson is allocated a particular territory in which to represent our entire range of products. This allows us to cultivate personal contacts, and means we don't have to travel too much. But I know other companies with highly diversified products or customers that prefer to have different sales reps for different products, or for differ­ent sets of customers.

Like most salesmen, I receive a fixed salary plus commis­sion on the quantity I sell. I'm also set a quarterly sales quota that I'm expected to meet, as part of the company's annual marketing plan.

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