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Learning Objectives
1. Define the strategy levels for multibusiness, multi-product firms. 2. Discuss how corporate and business strategy decisions affect the sales function. 3. Lists the advantages and disadvantages of personal selling as a marketing communications tool.
Ingram
Schwepker Jr.
Learning Objectives
4. Specify the situations in which personal selling is typically emphasized in a marketing strategy. 5. Describe ways that personal selling, advertising, and other tools can be blended into effective integrated marketing communications programs.
Ingram
Schwepker Jr.
Learning Objectives
6. Discuss the important concepts behind organizational buyer behavior. 7. Define an account targeting strategy. 8. Explain the different types of relationships strategies. 9. Discuss the importance of different selling strategies. 10. Describe the sales channel strategies.
Ingram
Schwepker Jr.
Learning Objectives
4. Specify the situations in which personal selling is typically emphasized in a marketing strategy. 5. Describe ways that personal selling, advertising, and other tools can be blended into effective integrated marketing communications programs.
Ingram
Schwepker Jr.
1. The vignette refers to a dealer who uses a CRM application to keep track of 90,000 customers. What information does that dealer track? 2. How does management use that data?
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Schwepker Jr.
Ingram
Schwepker Jr.
Business Account Targeting Strategy SBU Sales Channel Strategy Strategy Management Relationship Strategy
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Schwepker Jr.
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Schwepker Jr.
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Schwepker Jr.
Compensation System
Salary plus incentive
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Schwepker Jr.
Compensation System
Salary plus commission or bonus
Maintain Call on targeted sales volume current accounts Consolidate Incr. service market position levels to current through accounts concentration Call on new on targeted accounts segments Secure additional outlets
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Schwepker Jr.
Compensation System
Salary plus bonus
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Schwepker Jr.
Compensation System
Salary
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Schwepker Jr.
Low-cost supplier
Differentiation
Niche
Pursue Compete Serve a large distinct on customers non-price target market benefits not served well Minimize cost by others Provide high quality Compete on price Provide customer high service quality Seek customer customers service who are Seek customers who are low price shoppers Seek not low customers price shoppers who are not low price shoppers
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Schwepker Jr.
When Low Cost per Contact is Important When Repetitive Contact is Important When Control of Message is Important When Audience is Large
Advertising
Professional Selling: A Trust-Based Approach Module 3: Organizational Strategies and the Sales Function Ingram LaForge Avila Williams Schwepker Jr.
Ingram
Schwepker Jr.
The strategic integration of multiple marketing communications tools communicating a consistent message in the most effective and efficient manner.
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Schwepker Jr.
Buying Center
Account
Salesperson
Sales Strategy
Buying Process
Buying Needs
Professional Selling: A Trust-Based Approach Module 3: Organizational Strategies and the Sales Function
Selling
Strategy
Ingram LaForge Avila Williams
Schwepker Jr.
Original Equipment Manufacturers (OEM): purchase products to incorporate into products Resellers: purchase products to sell
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Schwepker Jr.
Types
Federal, State, and Local Government Agencies
Institutions
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Schwepker Jr.
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Schwepker Jr.
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Schwepker Jr.
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Schwepker Jr.
Organizational Goals
Control Cost in Product Use Situation Few Breakdowns of Product Dependable Delivery for Repeat Purchases Adequate Supply of Products Cost within Budget Limits
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Schwepker Jr.
The classification of accounts within a target market into categories for the purpose of developing strategic approaches for selling to each account or account group.
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Schwepker Jr.
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Schwepker Jr.
Long
Customized
Few
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Schwepker Jr.
A planned selling approach for each relationship strategy. Developing efficient and effective selling strategies is an important sales management task.
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Schwepker Jr.
Commitment
Module 3: Organizational Strategies and the Sales Function
High
Ingram LaForge Avila Williams Schwepker Jr.
Ingram
Schwepker Jr.
Ingram
Schwepker Jr.
Essentially, channel intermediaries that: Have Their Own Sales Force May Represent One Manufacturer; Several Non-competing Manufacturers; Several Competing Manufacturers Take Title to the Goods and Normally Carry Inventory
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Schwepker Jr.
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Schwepker Jr.
Multiple individuals from the selling organization working together to develop and expand relationships with one or more accounts. The salesperson typically coordinates the teams selling efforts.
Ingram
Schwepker Jr.
Ingram
Schwepker Jr.
Ingram
Schwepker Jr.