Beruflich Dokumente
Kultur Dokumente
1 Emphasis is on customers’ needs and Emphasis is on the product, and the needs and
wants. interests of the seller.
5 Consumer determines the price and price Cost determines the price.
determines the costs.
6 It is an activity that converts the It is an activity that converts the goods into
consumer needs into products. cash.
Marketing Concept:
%age
of Personal selling
Promotion
al
effort
Advertising
• Pre-purchase stage is a time period when the companies try to generate demand for
the product.
• In post–purchase stage the consumer evaluates his/her purchase decision. The figure
shows that personal selling has an increasing role in all the three stages of purchase
decision and particularly a leading role in the purchase stage.
• Advertising has a leading role in the pre-purchase stage and post purchase stage to
generate mass demand and congratulating the consumer for taking the right product
decision.
The Sales Organization:
• Effective sales executive insist upon sound organization.
• Sales organization must achieve both qualitative and quantitative personal selling
objectives.
• The qualitative objectives are instrumental for the long term growth.
• The quantitative objectives in terms of sales, profit and market share are important
for the short term growth of the organization.
• Sales organization needs people striving jointly to reach qualitative and quantitative
objectives by creating a suitable structure of human relationship.
• The sales organization should not have a rigid structure. It should have build-in
adaptability to respond appropriately in fluid and diverse marketing environments.
The Sales Organization: Purpose
• The sales organization must not be worried of designing a
formal structure.
• How an organization works is more important than how it
suppose to function.
• Sales management should direct its organizational efforts
towards a informal organization through intelligent
leadership.
4. To define authority:
• Sales executives should know whether their authority is line, staff
or functional.
• The sales organization should be clear whether the order is
unidirectional or multi directional.
• The organization should be developed to promote harmony among the
employees.
Purpose…..
5. To economize on the executive time:
Sales manager
President
V.P- Marketing
Dic. Sales Dic. Sales Asst. Gen. Mgr- Sales Dic. Dealer
Training Personnel Sales Mgr Promotion &Distributor
Relations
District Sales Mgrs
(6)
Sales Personnel
(450)
Line and staff organization:
• The greatest weakness of the line and staff
model is the role ambiguity and conflict.
• The success of this model depends upon the
co-coordinated effort between the line and
staffs which is very much costlier.
• Sufficient time should be devoted for
problem recognition and corrective action
which may hamper the decision making
process.
Functional Sales Organization:
• Few sales departments use functional organization .
• This structure has been developed as the brainchild of Frederic W
Taylor which is based upon the principle of specialization.
• The outstanding advantage of the functional sales department is
improved performance.
• Specialized activities are assigned to the experts whose guidance
should help in increasing the effectiveness of the sales force.
• The sales operations are highly centralized and therefore becomes
ineffective for many large firms.
• It is not financially possible to adopt high degree of division of
labor.
• It is suitable for large companies with stable operation , but the
large companies with stable selling operations is an exception
Functional Sales Organization:
Director of Sales
Administration
MARKETING MANAGER
Sales Manager
Salesman Salesman
b. Production Oriented Sales
Organization:
Sales Officer Sales Officer Sales Officer Sales Officer Sales Officer
Direct Marketing Channel Mktg. Industrial Foreign Consumer Products
Products Customers
Pre- approach
Pre-sale before the Approach to the
Prospecting
preparation interview customer
Handling
Customer Sales
Closing the Sale Objections
Follow up action Presentation
Desirable Salesperson Traits
Empathetic
Self-motivated Competitive
Organized Goal-oriented
Salesperson
Enthusiastic Adaptive
Customer-
oriented