マルチメデイアの普及がマーケティングに与える影響と営業員訓練のあり方について

抄録

Today, there are many changes seen in an environment for enterprises, especially in the field of service industry, which have been caused by rapid expansion of multimedia. Generally speaking, the marketing in the field of service industry is poorer than the marketing in other industries. But, we see some new marketing practices appear in the field of service industry. Among them, database-marketing (one-to-one-marketing) makes an advantage of multimedia technology. The change of the marketing practices in service industry makes a revolution that the sales-staffs acting with the mobile-telephone (multi-function) substitute the office. Managers must have their subordinates enable to use computer. In addition, their most important role is to develop the talent for managing of their staffs. In this sense, their subordinates (the sales-staffs) have the mobile-telephone (multi-function) linking with the host computer in headquarters. So they have a same quantity of data as those available when they work in the office. Thus, they can reply to customer's questions about the products or service and give a presentation of the products and service, using their mobile-telephones (multi-function). In this circumstances, I think good judgment is most important. Customers' preference has been various. For the moment, to satisfy customers' needs the sales-staffs must communicate with properly visit customers. The sales-staffs must understand individual customers' needs, and answer their needs. The sales-staffs get customers' confidence in this process. As a result of the rapid expansion of multimedia, the way of communication between the sales-staffs and customers, has been diversifying. This diversification brings: 1 Human communication is giving way to multimedia. 2 Addition to human communication, multimedia plays an important part, in terms of exchanging the information about the customer between the headquarters and the sales-staffs. In this point, it seems to me that, as long as human communication exists, it's most important that the sales-staffs make better relationship with customers utilizing multimedia. To this effect, it is important for managers to have their subordinates make and keep good relationship with customers.