คุณสมบัติกระบวนการสื่อสารกับลูกค้าและการประยุกต์ใช้เครื่องมือสื่อสารการตลาดของพนักงานขายที่ประสบความสำเร็จ: กรณีศึกษา บริษัท บุญถาวรเซรามิค จำกัด สาขาปิ่นเกล้า
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Abstract
Qualifications, Communication Processes with Customers and Marketing Communication Tools Application of Successful Showroom Salespersons: Case Study of Boonthavorn Ceramic Co.,Ltd. Pinklao Branch
The objectives of the research study were to 1) study about the qualifications of successful showroom salespersons, 2) study about the communication processes with customers of successful showroom salespersons, and 3) study about the application of marketing communication tools that improves sales efficiency of the successful showroom salespersons.The data was collected 10 person who were the successful showroom salespersons, and all of five chives of the showroom Sales Department of Boonthavorn Ceramic Co.,Ltd. Pinklao Branch. Data was collected by observations and interviews. The data analysis was presented in a form of a descriptive. The research study results show that: The qualifications of the successful showroom salespersons were not different from the good ones of general salespersons based on conception personality strategy of Boonthavorn Ceramic’s customer assistants consisted of four core values included friendly, creative, passionate and expert. One of the communication processes of successful showroom salespersons was analytical process to identify customer’s classifications according to their buying manners and their behaviors: after that salespersons had to treat each type of customers with different ways. Successful showroom salespersons can apply a few of company marketing tools. Moreover, salespersons did not fully understand how to apply the benefits and usages of those tools to maximize the sales due to their lack of intercommunication with other involved departments.
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บทความทุกบทความเป็นลิขสิทธิ์ของวารสารวิชาการมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยบูรพาเท่านั้น