Beruflich Dokumente
Kultur Dokumente
Emphasis on consumer needs and wants Company first determines customers needs and wants and then decides on how to deliver a product to satisfy these wants Management is profit-oriented Planning is long-term oriented, in terms of new products, tomorrows markets and future growth Stresses needs and wants of buyers Views business as consumer satisfying process
Management is sales-volume oriented Planning is short-term oriented, in terms of today's products and markets Stresses needs of a seller Views business as a goods producing process
Emphasis on innovation in every sphere, on providing better value to the customers by adopting a superior technology All departments of business operate in an integrated manner, the sole purpose been generation of customer satisfaction Consumer determine price, price determines cost Marketing views the customers as the very beginning of a business
Starting point
Focus
Means
Ends
Factory
Factory
Selling Concept
Market
Consumer
Coordinated marketing
Marketing Concept
Industrial Revolution
Nearby market Moved to other countries Large scale manufacturing enterprises Special functional departments into existence Advent of specialized sales department Advent of middlemen Retailers Advent of other marketing activities like advertising and sales promotions
Customer Orientation
Relationship Selling
Sales Management
The planning, direction and control of personal selling, including recruiting, selecting, equipping, assigning, routing, supervising, paying and motivating as these task apply to the personal sales force.
Objectives
Influences gross margin and net profit Sales, gross margin and expenses are affected by the caliber and performance of sales management
Order-getting methods ( Personal selling, advertising) Mktg vice president, director of marketing Knowledge about the market Aid in advertising, personal selling
Personal selling along with advertising, display other promotional efforts Build coordination
Important aspects gaining distribution, obtaining dealer identification, reconciling business goals and sharing promotional risks
Address of local stores which stock the product No sales if dont know where to find Self-service retailers Display Timings to coincide with the promotional activity
General Sales Management Sales Branch Inventory Control Sales Branch Sales Sales Training Sales operation Publicity Sales Promotion Advertising
Where are we now? How did we get there? Where are we going How do we get there Measure performance
Evaluating performance
Comparing actual results with standards Territorial differences External factors Training Workshops Restraint
Sales Control
Informal Control
Formal control and written sales policies Policy Formulation and review Formal control over sales volume
Sales volume Control over sales volume to control over margins and expenses and hence over profits
Budgetary control