碩士 / 輔仁大學 / 企業管理學系管理學碩士班 / 99 / The capability of product development, particularly in the innovative product, is the core competencies for a business to establish the competitive advantage. The sales professionals promote the competitive innovative products to the market, multiple resources and the technical support in the enterprise would be involved. The sales executives of the subsidiary will encounter different customer service and product development issues in personal selling process. The parent and subsidiary company shall communicate and support to each other, work together to solve the problems to offer the customers better services and supports.
The study not only detects the problems of customer service and product development with different innovative products in the stage of personal selling process, but also the co-operation mechanism differences from the parent company and subsidiary company. In our study, the originality of product will be
classified into two categories, including new products and cost-competitive products. Also the stages of personal selling process will be divided into six stages, such as prospect and select target customer, pre-approach, make sales presentation, overcome problems or objection, close sale, and follow up after the sales call or the purchase.
The study will look into the active pharmaceutical ingredients business of Taiwan, by means of six case studies, to find out the cooperation differences between parent and subsidiary company in personal selling process under the different innovative products. From this study, we find that the sales executives in different stage of personal selling process encounter different customer service issues, including too much information, lack of information, shortage of manpower and the cost of product; furthermore, different product development issue including technology, quality, supply, packaging and transportation. The major problems of new products are technical problems, the parent company provides the technology to the customers and the subsidiary is in support of communication; however, the cost-competitive products are facing quality problems, the parent company needs to track improvements and the subsidiary should communicate with the customers on the issue.
| Identifer | oai:union.ndltd.org:TW/099FJU00457071 |
| Date | January 2011 |
| Creators | Chen, Suchin, 陳素卿 |
| Contributors | Wuang, Minsun, 翁明祥 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 126 |
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