sales and distribution 1

Category: Education

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What Marketing Is? : 

What Marketing Is? Meeting Needs Profitably Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in a way that benefit the organization and its stake holders The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself

Basis of marketing : 

Basis of marketing Exchange: Value creating process At least 2 parties Each party has something of value to other Each is capable of communication and delivery Free to accept or reject the offer Each party believes it is appropriate to deal Transaction: Trade of values between two or more parties Transfer

Value : 

Value Value= Benefits/Cost (Functional+emotional) =------------------------------------------------------------- (Monetary costs+time costs+energy costs+Psychic costs)

Introduction to Sales management : 

Introduction to Sales management Coverage: Evolution Concepts Sales management practice trends Sales management Process

Salesperson’s Position(HBR-Mar-Apr 1961,p.114, ‘The Mystique of super salesmanship, McMurry R.N) : 

Salesperson’s Position(HBR-Mar-Apr 1961,p.114, ‘The Mystique of super salesmanship, McMurry R.N) Predominately to deliver a product :milk ,bread, gas Predominately an internal order taker: counter sales clerk Predominately an internal order taker but works in field: pizza boy Not expected/permitted to take an order but is called only to build goodwill or to educate: medical representative Emphasis is placed on technical knowledge: engineering equipment Which demand creative sale of tangible products: vacuum cleaner Which require creative sales of intangibles: insurance, advertising, education

Orientation towards Market : 

Orientation towards Market Production Concept (Widely available and inexpensive) Product Concept(focus on quality/performance) Selling Concept(consumers and businesses need coaxing) Marketing Concept(customer centered-sense and respond) Customer Concept(customer profile , customer life time value and customer loyalty) Societal Marketing(humanistic marketing/ecological marketing)

Marketing vs. Selling : 

Marketing vs. Selling Selling focus on need of seller, marketing need of the buyer.Selling is preoccupied with seller’s need to convert his product into cash, marketing is preoccupied with the idea of satisfying the needs of customers by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it. Reactive Marketing Orientation vs. Proactive Marketing Orientation

Selling vs. Marketing : 

Selling vs. Marketing Emphasis on product Manufacture-Sell Sales volume oriented Based on needs of seller Short term Cost decides price Customer is viewed as the last link Emphasis on customer needs Determines customer needs and how to deliver a product to satisfy needs Profit orientation Based on need of the buyer Long term Consumer decides price, price decides cost Customer as first link

Sales Management (Evolution) : 

Sales Management (Evolution) Pre Industrial Era Bronze age (wooden box, 26 inches, compartments having axe, sword blades, buttons) Roman meaning of sales person is cheater, Mercury God of cunning and barter- patron deity of merchants and traders Industrial Revolution-1760 (supply exceeds demand) Father of modern sales management- John Henry Patterson (National Cash Registry) (Thomas J. Watson trained by Patterson later founded IBM) Modern Selling Techniques focus on retaining the customers, improve productivity and efficiency of selling approach

Evolution of Personal Selling Strategies : 

Evolution of Personal Selling Strategies Persuasion Negotiation Consultative Business Management Partnership Strategies

Sales Management Concepts : 

Sales Management Concepts Objectives of Sales management Sales Volume Contribution to profit Continuing Growth Primary goal of Marketing department is to position and differentiate a product so as to pull customers to the firm Sales Department has always attempted to sell and push the products through the channels American Marketing association” Sales management meant the planning, direction, and control of personal selling, including recruiting, selecting, equipping, assigning, routing, supervising, paying and motivating as these tasks apply to personal sales force”

Sales management Trends : 

Sales management Trends Traditional face to face has become one key selling options In modern concept the personal selling includes Telemarketing Key Account management Team selling Independent representatives Part- time sales force Network marketing Net marketing Technology Base: ERP(SAP) and Sales automation packages

Sales Management Process : 

Sales Management Process Formulation of a strategic Sales Management program: should consider the environmental issues affecting the business. It should organize and plan the company’s overall personal selling efforts and integrate these with the other elements of the firm’s marketing strategy Implementation of a strategic Sales Management program: Involves selecting appropriate sales personnel, training them, leading them and motivating them, designing and implementing of policies and procedures that will direct the efforts of the salespeople towards achieving corporate objectives Evaluation and control of Sales Force Performance:Developing methods and practices for monitoring and evaluating the individual and group sales force performance. This helps in taking corrective steps either in formulation or implementation

Sales Management Functions : 

Sales Management Functions Account Management Policy Sales Force Organization Sales planning, Forecasting and Quota Setting Sales force deployment, territory design and route planning

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