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Counties: In the United States and U.K., the county is the most
widely used geographical control unit. County, in these countries,
typically is the smallest unit for which government sources report
statistical data. Districts may be used on: similar lines in India.
Zip code areas: It is also used in USA. Typical Zip code area is
smaller than the typical county. In India Pin code areas may be used on
similar lines.
Territory Shape
The planner now considers territory shape. The shape of a territory
affects both selling expenses and ease of sales coverage. In addition, if
the shape of a territory permits the salesperson to minimize time on the
road, shape contributes to sales force morale. Three shapes are in wide
use; the wedge, the circle, hopscotch, and the cloverleaf.
The wedge is appropriate for territories containing both urban and
non-urban areas. It radiates out from densely populated urban centre.
Wedges, of course, can be in many sizes. Travel time among adjoining
wedges can be equalized by balancing urban and non-urban calls.
The circle is appropriate when accounts and prospects are evenly
distributed throughout the area. Circular territory involves starting at the
office and moving in a circle of stops until the salesperson ends up back
at the office. The salesperson assigned to the circular M shaped territory
is based at some point near the center, making for greater uniformity in
frequency of calls on customers and prospects. This also makes the
salesperson nearer to more of the customers than is possible with a
wedge- shaped territory.
The cloverleaf is desirable when accounts are located randomly
through a territory. Careful planning of call schedules results in each
cloverleaf being a week’s work, making it possible for the salesperson to
be home weekends. Home base for the salesperson assigned to the
territory is near the centre. Cloverleaf territories are more common
among industrial marketers than they are among consumer marketers
and among companies cultivating the market extensively rather than
intensively.
In the case of hopscotch territory, the salesperson starts at the
farthest point from the office and makes calls on the way back to the
0ffice. The salesperson would typically go non-stop to the farthest point
in one direction and on the way back stops at many places. On the next
trip the salesperson will go in the next direction.