Marketing Terminal Personnel Management Studies

We can not think that we have owned the profit of products before they are sold on the point of purchase in spite of you are manufacturer or seller. The sellers on the point of purchase seem as former players on football match because they face the consumers most directly. If we say that a decisive battle of marketing is on the point of purchase now. We must do our best to manage the sellers on our marketing channel firstly if we want tomanage the sellers and give our consumers with good service.In this paper, fistly, all kinds of modern incentive theories about management of the sellers on the point of purchase are expounded systematically. Then we discuss elabrate management of marketing and how to do it. We find that the key of elaborate management of marketing is on management of the point of purchase. At the same time, the key of management of the point of purchase is on management of the sellers on our channel of marketing.The enterprises can change different channel to sell their goods. So we have different point of purchase. In spite of that you change different channels. The sellers on the point of purchase only are consumers, sellers of enterprise, wholesalers and sellers of promotion. This article analyzes behavior of consumers for marketing firstly. Then the article discusses the management of sellers of enterprise emphaticly. Now, many enteprises assess their sellers only with one or two indexes such as the count of sale. This paper advocates a way of assess with a lot of indexes. They are withdraw of sale, quality of sale and quality of work. There areseventeen indexes of assess noly on quality of work. This way changes assess with result into assess with process. And this way can lighten marketing risk of enterprise. Then, the paper analyzes mostly how to select wholesalers and how to motivate them. On compition of same quality of goods, the sellers of promotion are very important .About the management of sellers of promotion, the paper analyzes mostly their skill and how to train them.