| Abstract [eng] |
Asta Kondrotiene Active marketing techniques for different customer segments in enterprises providing telecommunication services. The final work off master studies. This work has been accomplished to analyze the active sales techniques for different customer segments in order to prepare and justify empirically the pattern of active marketing techniques for different customer segments. In the notional part of this work the following issues has been analyzed: the concept of individual sales and its stages, the techniques of active marketing, personal qualities of salespeople and customers segmentation. Theoretical model has been designed and justified empirically using observation method („mystery shopper“ survey) in the enterprises providing telecommunication services. Enterprises providing telecommunication services, which are applying active marketing, has been identified by expert’s interview method. As a result, the active marketing technique has been determined, the personal features of salespeople, determining the application of marketing technique, have been revealed. Furthermore, the conceptual pattern of the active marketing for different customer segments has been designed. This could be useful for sales managers in order to improve the results of personal sales. |
