市場營銷專業(yè)英語電子教案第九章

1、市場營銷專業(yè)英語電子教案第九章市場營銷專業(yè)英語電子教案第九章市場營銷專業(yè)英語電子教案第九章Chapter 9 Personal selling一、教學(xué)目標(biāo)1. 了解人員銷售的概念和作用；2掌握銷售隊(duì)伍的結(jié)構(gòu)；3了解人員銷售的過程。二、課時(shí)分配共二節(jié)，安排3個(gè)課時(shí)三、教學(xué)重點(diǎn)難點(diǎn)1. 銷售代表2. 銷售隊(duì)伍的結(jié)構(gòu)3人員銷售的過程四、教學(xué)大綱第一節(jié)Basic Concepts of Personal Selling1. Roles of Personal Selling 2. Types of Sales Representatives3. Sales Force Strategy4. Sales

2、 Force Structure第二節(jié)The Sales Process1. Step 1 Preparation2. Step 2 Prospecting3. Step 3 Pre-approach4. Step 4 Approach5. Step 5 Sales Presentation6. Step 6 Handling Objections7. Step 7 Closing 8. Step 8 Post-sale Follow-up五、主要概念1. personal selling2. sales representatives3. sales force六、教學(xué)案例（注：不要與教材的

3、案例重復(fù)）Hush, Little Baby!Here is ,-in example of how tone can break an ad Fisher-Price, the international toy manufacturer, recently pretested a commercial called Baby- The ad opens on an empty, sun-filled room with net curtains hanging from high windows and swaying above a polished wooden floor. A dr

4、amatic chord rings in the magical appearance of a perfect little boy on a white blanket. An enthusiastic, but gentle, voice-over suggests babys thoughts: Where am I? How did I get here?Another chord and the baby is surrounded by Fisher-Price toys. Baby reveals his thoughts: whats the box? What if I

5、push . What if .?, etc. The ad closes with the thought: Fisher-Price, for the most enquiring minds in the world.The women in the focus group sessions related well to the ad. The agency was excited about it. However, when the commercial was presented for the first time in general advertising, mothers

6、 admitted they were terrified by the opening sequence. The billowing curtains and the dramatic chord suggested Alfred Hitchcock, not creation. When the baby appeared, the mothers expected some harrowing warning (like . 100 babies die each year through being left alone!), not plastictoys. The agency reviewed the mothers reaction to the commercial. The ad was indeed impactful. It would, however, lead to a negative association for Fisher-Price toys. Th