2    The Ever-Changing Personal Selling Environment

    Meet Julie @ eFunds (page 34)

A.  Megatrends Affecting Personal Selling
        1.  Behavioral Forces
                    Demanding Buyers:

                   Rising Expectations:

                  Micro-Segmentation:

                  The Power of the Giants:

                  Globalization:

        2.  Technological Forces

        3.  Managerial Forces
                    Selling Cost Reduction

                  Direct Marketing

                  Direct Mail

                 Telemarketing

                 Certification

B.  Adapting to Megatrends
        1.  Trends in IM
                  Database Marketing

                Data Warehousing

                Data Mining

                Push Technology

        2.  Information Management
                One to One Marketing

              Salespeople as Relationship Builders

C.  Salespeople as Micro-Marketing Managers
       

Cases: 
            2:1  Laptops

           2:2  Savoring Success