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Marketing Vs Sales
Learning Objectives Understanding Marketing Concepts Sales organization in BSNL BSNL Channel Network.
Marketing
Marketing is the process of planning & executing the conception,pricing,promotion & distribution of ideas,goods and services to create exchanges that satisfy individual and organisational goals.
The Management process responsible for identifying,anticipating & satisfying customer requirements profitably.
SALES
A sale is the pinnacle activity involved in selling products or services in return for money or other compensation. It is an act of completion of a commercial activity The Exchange of Goods or Services for an Amount of Money or Its Equivalent
UNDERSTANDING SALES
SALES is basically a Need Satisfying Process or A Problem Solving Activity Exchange : Need Satisfaction or Problem Solving by exchanging the Benefits/Solution that the Product or Services offer to money/considerations which the Customer part with Products or services are Solutions to someone s Problem
Consumer Behaviour
Marketing
Marketing Plan Prepare Marketing Mix Product Development
Product Development: Product development is a broad field of endeavor dealing with the design, creation, and marketing of new products. Sometimes referred to as new product development (NPD), the discipline is focused on developing systematic methods for guiding all the processes involved in getting a new product to market.
Marketing Mix
The term marketing mix refers to the primary elements that must be attended to in order to properly market a product. Also known as The 4 Ps of Marketing, the marketing mix is a very useful, if a bit general, guideline for understanding the fundamentals of what makes a good marketing campaign. P. roduct. P. romotion. P. rice P. place (distribution)
Marketing Plan
A marketing plan outlines the specific actions you intend to carry out to interest potential customers and clients in your product and/or service and persuade them to buy the product and/or services you offer."The marketing strategy provides the goals for your marketing plans. It tells you where you want to go from here First part describes target market s size,structure and behavior,the planned product positionong &the sales,market share & profit goals sought in the first few years. Second part outlines the planned price,distribution strategy & marketing budget for first year. Third part of marketing strategy plan describes the long term sales & profit goals & marketing mix strategy over time.
Reach
Reach the customer: Reach is commonly used in marketing to determine the degree of penetration into a target audience. It can be given as either a number of individuals or as a percentage. Reach - Reach refers to the estimated number of individuals or households exposed to an advertising message during a specified period of time.
Customer Behavior
Customer Behavior is the study of how individuals make decisions to spend their available resources(time,money,effort) on products(goods,services&ideas).CB is a study of behaviors that consumer display in searching for,purchasing,using & evaluating of products & services that they expect will satisfy their needs. Customer Behavior includes the study of: (1) What they buy(2) Why they buy(3) When they buy(4) Where they buy(5) How often they buy(6) how often they use the product
Sales
Mass Marketing
Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. It is type of marketing (or attempting to sell through persuasion) of a product to a wide audience. The idea is to broadcast a message that will reach the largest number of people possible. Traditionally mass marketing has focused on radio, television and newspapers as the medium used to reach this broad audience. By reaching the largest audience possible exposure to the product is maximized. In theory this would directly correlate with a larger number of sales or buy in to the product. As the name says its mass so your trying to get your as many as you can. Mass marketing presents sales promotion materials to an unspecific general public, and was used in the mass production and large quantity sale marketing environment in the past.
Direct Marketing
The sale of products by a producer direct to consumers with promotional efforts using direct mail, advertising, or telephone sales. Avoids the use of middlemen such as wholesalers and retailers. Commonly used for
business-to-business sales.
Marketing via a promotion delivered directly to the individual prospective customer Direct marketing is a form of Advertising that reaches its audience without using traditional formal channels of Advertising, such as TV, Newspapers or Radio. Marketing that reaches customers by communications directly addressed to the customer.
Benefits to Buyers
Benefits to Sellers
Convenient Easy to use Private Product access and selection Abundance of information Immediate Interactive
Consumer relationship building Reduces costs Increases speed and efficiency Provides flexibility Global medium
Relationship-Focused
Short term thinking Making the sale has priority over most other considerations Interaction between buyer and seller is competitive Salesperson is selfinterest oriented
Long term thinking Developing the relationship takes priority over getting the sale Interaction between buyer and seller is collaborative. Salesperson is customeroriented
Personal selling is considered one of the most effective promotional techniques because it facilitates interaction between consumer and seller. With personal selling, a salesperson can listen to and determine a consumer's needs by asking questions and receiving feedback from the consumer. Personal selling is a personal communication aimed at informing customers & persuding them to buy a firm s products. Advertising is a paid,non personal message communicated to a selected audience through a mass medium.
Prospecting: The first step in personal selling is to research potential buyers & choose the most likely customers or prospects. Approaching the prospect: Because first impressions are often lasting impressions, the salesperson s first contact with the prospect is crucial to successful selling. Making the presentation: The next step is the actual delivery of sales presentation.in many cases, this includes demonstrating the product. Managing Personal selling: A Firm s success often hinges on the competent management of its sales force.
Without a strong sales force: a business will soon fail. Sales mangers have responsibilities in number of areas.
1800s 1900s 2000s st century, selling and Industrial As we begin Post-Industrial Postthe 21 War continues to develop, Modern Revolution becomingRevolution more professional and more relational Depression Era
Telephone Marketing
Direct-Mail Marketing
Represents 36% of direct marketing sales. Outbound telephone marketing sells directly to customers. Inbound numbers provide a toll-free number to receive orders.
Represents 31% of direct marketing sales. High target-market selectivity. Personalized & flexible. Allows easy measurement of results. Fax mail, e-mail, voice mail are now popular
Catalog Marketing
Printed, selling multiple products, offering direct ordering mechanism. Printed catalogs remain the primary medium, but many are now electronic.
Direct-Response TV Marketing
Direct-response advertising marketers air TV spots or infomercials. Home shopping channels entire programs or channels dedicated to selling goods and services. Placing information and ordering machines at various locations.
Kiosk Marketing
Customer Databases are an Organized Collection of Comprehensive Data About Individual Customers or Prospects. Allows companies to offer fine-tuned marketing offers and communications to customers.
Why Customer Care?: Improvement in Morale. Longer Customer relations. More repeat business. More referrals. Higher prices. Increased Margins. A Business to be proud of.
To feel IN CHARGE Respect Fairness Friendliness Knowledge Confidence Approval & Appreciation
SALES FORCE
The division of a business that s responsible for selling products or services. The group of employees involved in selling process. Sales force persons responsible for selling products or services via direct contact with customer.
Carving out the Sales force from the existing workforce Motivation of Sales force. Suitable incentive to the sales force
To serve the customers within 2 hrs or less. Progressively it should be on real time basis. The ultimate objective is to serve the customer up to their satisfaction in real time basis and delight them.
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Franchisees Customer Service Centers (CSC) Sales Team PCO s, Post Offices Business Associates for selling high end products to corporate customers. Direct Selling Agents
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GSM Mobile Products Landline & Broadband Products CDMA, PCO & Leased Line Products
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Sales Team.
Begin each day with an empty piece of paper and has an excellent day when they fill the paper with orders. Begins each day with a full piece of paper and has an excellent day when they get everything done.
Operations Team.
Management Team
Has to make sure that each of the above teams that it is leading has as many excellent days as possible and to make amply sure that no team fails to have an excellent day due to anything the management team could have or should have done.
Thank You