单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,*,Unit 3,Organizing a sales training event,Objectives of Sales Training,to help the sales people understand,New products:,whats the new product here?,Selling points,Whatre the selling points of the kiosk?,The competitors,The target market,customer buying behaviors,how to generate good sales results,etc,Scheduling,A skill used to make a plan on how to,meet one or more targets.When,scheduling a traing program,its necessory,To take into account the followings,Who should attend the training,Who will be invited as trainer or speeker,What topics will be covered,How long it will take,etc,Consumer Behavior,The study of how individuals,groups and organizations select,and buy so that the marketers can design marketing programs to provide right products and services to satisfy their wants and needs.,Characteristics:Consumer Market,In consumer market,a large percentage of purchase decisions are made by a single person,Sometimes,a child may influence a parent to buy and a couple may decide together to buy a house or car,Low priced goods,.,The Five Stage Model of Consumer Buying Decision Process:,1 Need recognition 认识需求,2 Information Search 收集信息,3 Evaluation of alternatives 品牌评估,4 Purchase Decision 购置决策,5 Postpurchase bevavior 购后评价与行动,Question:think about how you bought your mobile phone,Why should we know the five stage model,You can know whether the customer really want to buy,Does the customer wants to buy from you,Will the customer buy now or later,Which stage is the customer in?,1.A customer went into a mobile phone,store.“Can I help you?said the,salesperson.“No thanks,just take a look,he answered and went away.,2.A customer went into a mobile phone,store,and asked“how much does it cost?,And“Can you give me more discount?,Factors influencing consumers buying decision making,Cultural factors,countries,social classes,racial groups,religions,Social factors,families,friends,neighbors,professional groups,Personal factors,personal characteristics,incl.buyers ages,education,occupation,persanlity,economic circumstances,These will help you know more about your,customer and how he/her will make the decision,2021 Toyota Yaris,a 5-door,or hatchback car(两厢车 in China),Do you like this car?Why?Whats your,age?,Another 5 door car(两厢车),Honda Accord,a sedan(,三厢轿车 in China),Who will like this car?,Cultural factors in different countries over cars,Cars are classified differently depending on the body style of the car.,5 door and sedan are the two most widely available types in the market.,Other types include coupe,MPV,SUV,van/minivan,convertible and so on.,Why do you like Sedan?,I like it because it looks,Formal,Big,Luxuary,Mature,Others,Why do you like hatchback?,I like a 5 door car because it looks,Young,Dynamic,Cute,Colorful,Easy to park,Others,Which would be good for your farther or people of his age,sedan or hatchback?,Sedan is good for People like my father because.,.,.,Hatchback car is good for people like my father because.,.,Why do Chinese people like Sedan?,Ten years ago,almost all cars in China were sedan.,Today,we see more 5 door cars in China.,In Germany,19 cars out of 20 are 5 door,said a Chinese traveler who visited the country.,Characteristics:Business Market,In business market,purchase decisions are usually made by a number of people,but are often made by one person in small companies,Close supplier customer relation,Professional purchasing,High-priced,Longer time for decision to be made,8 Stages in business buying process,Problem recognization 认识需要,General Need description确定需要,Product specification说明需要,Supplier search寻求供给商,Proposal solicitation征求供给信息,Supplier selection选择供给商,Order rutine specification发出正式订单,Performance review绩效评价,Why should we know the eight stage model,You can know whether the customer really want to buy,Does the customer wants to buy from you,Will the customer buy now or later,-Ask which stage they are in?,-A successful case will undergo all the,eight stages,while unsuccessful will not,How do you know when the customer will buy?,Some questions which may help you,understand when they will buy:,Do you need the kiosk or ATMs?,What delivery date do you expect?,Have you worked out a budget for the kiosk?,Is it included in your budget?,Understanding the difference,Whats the difference in buying process,between consumer goods and industrial,goods?,Number of stages,Complexity,Formal or informal,Factors affecting buying decision making in business market,Environmental Factors,Global economy,capitals,market,Organisation factors,Goals,purchase system,.,Buying center factors,Those involved in buying decision making,Individual factors,deciders and approvals,The buying center:Specify people in the buying center in a bank,Initiator,People who request that sth be purchased,Users,Those who use the product or service,Influencers,Those who influence the buying decision,Deciders,Those who decide in product requirements or on suppliers,Approvers,People who authorize the propos