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1. Emphasis on product 2. Company manufactures the product first and then decides to sell it
Planning is long term oriented in terms of tomorrow's market and future growth
5. Stresses needs of a seller 6. Views business as a goods producing process 7. Emphasis on staying with existing technology and reducing cost 8. Cost determines price
Stresses needs and wants of buyers Views business as a consumer satisfying process Emphasis on innovation in every sphere on better value to the customer by adopting a superior technology Consumers determine price , price determines cost
Generate sales
Earn revenue
S.Mgt is more strategic and of long term as it involves Planning Organising Directing Controlling of all the selling activities of organization
Managing the profitability of a firm Managing customer complaints Building brand value in the eyes of the customer
emerging roles and functions of the sales person in the context of an evolving environment The job of a sales manager is not only to organize sales but also to carry out management functions such as guiding and leading a set of people to achieve sales targets. As the level of hierarchy increases more and more management functions get added on to the primary job of selling. Sales managers at higher levels are responsible for strategic decisions .
quota Forecasting and budgeting sales Selecting, recruiting and training the sales force Motivating and leading the sales force Designing compensation plan and control systems Designing career growth plans and building relationship strategies with key customers.
The job of a sales manager is not only to organize sales but also to carry out management function. The function of SM can be classified into 2 parts SM functions
Personal Selling
Personal communication Satisfying the buyers current and latent needs. Establish and build a profitable & symbiotic relationship with customer
Sales Mgt.
More strategic & long term consequence Involves planning, organizing, directing & controlling all selling activities
Personal Selling
Personal Selling can be defined as the process of person to person communication between a salesperson and a prospective customer in which the former learns about the latters needs and seeks to satisfy those needs by offering the prospective customer the opportunity to buy something of value, such as goods or a service.
2.
3. 4. 5.
It is flexible It builds relationships It allows more efficient communication It can be expensive It is a form of dyadic communication
communication between two people. This offers the salesperson an advantage over other form of marketing comm.
Lack of distraction
6. Helps build long term relations between the business and the customer. 7. It helps keep up with the competition in the market, based on product customization as per customers preferences. 8. It is a powerful and effective tool in convincing the customer about the product 9. Time lag between introducing a product through the media and actual selling is reduced. 10. It provides prospective customer with a better understanding of the product and an interactive opportunity to liaise with the sales personnel.
promotional program. The marketing planning group sets personal selling objectives determines
6. To assist customers in selling the product line. 7. To provide technical advice and assistance to customers. 8. To assist with the training of middlemens sales personnel . 9. To provide advice and assistance to middlemen on management problems. 10. To collect and report market information of interest and use to company mgt.