Академический Документы
Профессиональный Документы
Культура Документы
Chapter 2
Sales strategies
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 2.2
Objectives
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 2.3
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 2.4
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 2.5
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Companywide Strategic Planning
Company Product-Oriented Market-Oriented
Definition Definition
Amazon.com We sell books, videos, We make the Internet
CDs, toys, consumer buying experience fast,
electronics and other easy, and enjoyable
products online were the place where
you can find and
discover anything you
want to buy online
Disney We run theme parks We create fantasies
a place where dreams
come true and America
still works the way its
supposed to
Nike We sell athletic shoes We bring inspiration
and apparel and innovation to every
athlete* in the world
(* if you have a body,
you are an athlete)
Copyright 2012 Pearson Education, Inc.
2- 6
Publishing as Prentice Hall
Slide 2.7
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 2.8
Political
Economic
Socio-cultural and
Technological (PEST)
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 2.10
SWOT
Here management must make a realistic and
objective appraisal of internal company strengths
and weaknesses in the context of potential external
opportunities and threats (SWOT analysis).
Opportunities for the future of a business and
threats to it stem primarily from factors outside the
direct control of a company and in particular from
trends and changes in those factors which were
referred to earlier as the macroenvironment
namely political, economic, socio-cultural and
technological factors.
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 2.11
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 2.12
STATEMENT OF OBJECTIVES
A company may have several objectives. Although
marketing objectives usually tend to support business
objectives.
It should be pointed out that there are several types of
objectives, such as financial and corporate objectives.
Additionally, objectives may be departmental or
divisional.
The objectives of other areas must then be consistent
with marketing objectives. In addition to this element of
Consistency, objectives should be expressed preferably
quantitatively, and with an indication of the time Span
within which the objectives are planned to be achieved.
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 2.13
CRITERIAS
1. Ensure objectives focus on results
Because the effects of marketing activity are essentially measurable,
sales and marketing strategies should enable the quantification of
marketing achievement.
2. Establish measures against objectives
Return on investment.
3. Where possible have a single theme for each objective
Imprecise objectives such as reduce customer defections by 20 per
cent through best-in-class service are not acceptable. There are at least
two objectives here and each should be quantified.
4. Ensure resources are realistic
5. Ensure marketing objectives are integral to corporate objectives
This is indisputable, because there will be a serious mismatch if
corporate objectives differ from marketing objectives, e.g. general
corporate objectives suggest expansion into new member countries of
the European Union, and specific marketing objectives only include
current member countries.
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 2.14
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 2.15
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 2.16
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 2.17
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009
Slide 2.19
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition Pearson Education Limited 2009