Marketing management and sales force management


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Introduction to marketing management and sales force management

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Marketing management and sales force management

  1. 1. Presentation on Marketing Management Presented by: N.N.V. Krishna kanth I MBA ALIET
  2. 2. AGENDA • Needs • Wants • Demands • Market • Marketing • Concepts of Marketing • Sales force management
  3. 3. • Needs: – Felt deprivation • Wants: – Form of needs shaped by culture and personality • Demands: – Wants backed by buying power • Value: – Benefits gained versus costs of obtaining product • Satisfaction: – Degree of meeting consumer’s expectations
  4. 4. • Exchange: – Trade of value between parties • Transaction: – Two things of value – Agreed-upon conditions – Time/place of agreement • Relationship: – Creating and maintaining relationships. • Market: – Set of actual or potential buyers
  5. 5. MARKETING • According to American marketing Association “Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user”. • According to Philip kotler, “Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and feely exchanging products and services of value with others”.
  6. 6. Concepts of Marketing • Production concept • Product concept • Sales concept or Selling concept • Marketing concept • Societal marketing concept
  7. 7. Production Concept • Its one of the oldest concepts. Assumption: • According to production concept the underlying assumption is that consumer will prefer products that are widely available and inexpensive. Focus: • Achieving high production efficiency. • Low costs • Mass distribution Drawback: • Customer doesn’t always buy products which are in expensive and easily available.
  8. 8. Product Concept Assumption: • The underlying assumption of this concept is that the buyers can appraise the quality, features and performance of the product. Focus: • Making superior products. • Improving the products over time. Drawback: • Customers may not buy a product just because it is of high quality unless they need it. Example: • Hair dye.
  9. 9. Sales or Selling Concept Assumption: • Selling concept holds the view that the consumers if left alone, will ordinarily not buy the company’s products unless aggressive selling and promotion effort are made. Focus: • A thorough and vigorous marketing strategy in order to convince consumers. Drawbacks: • Seller relies on buyer manipulation. • All buyers cannot be manipulated and a buyer cannot be manipulated many times.
  10. 10. Marketing Concept • Developed in mid 1950’s. Assumptions: • Policies and programs must be customer oriented. Focus: • It is mainly focused on the customer needs of the target market. Drawback: • It has led to many social and environmental ills like pollution, drug abuse etc.
  11. 11. Societal Marketing Concept • It includes social goals in the need of satisfaction process. – Determine needs/wants of target markets – Deliver desired satisfactions – More efficiently and effectively – Maintain or improve consumer’s and society’s well- being
  12. 12. Sales Force Management • Sales force management: the analysis, planning, implementation, and control of sales force activities. • Sales force structure: – Territorial sales force structure – Product sales force structure – Customer sales force structure – Complex sales force structure • Other issues: – Outside sales force – Inside sales force – Team selling
  13. 13. • Recruiting: finding a pool of qualified applicants from which to make a selection decision – Sources: internal, competitors, suppliers, educational institutions, employment agencies, classified ads, and websites • Selection: choosing the candidate with the highest probability of success in the position – Methods: intelligence/personality testing, interviews, role play exercises, references, and background checks
  14. 14. • Training: investing in the human capital of the company, helping sales people to become more productive employees – Objectives of training can be to learn: • Company history and culture • Products and their application • Selling skills such as prospecting, questioning, closing, and time and territory management
  15. 15. Supervising Salespeople • Supervision is used to direct and motivate salespeople • Companies will vary in how closely they supervise their salespeople • Tools used: – Call reports and plans – Time-and-duty analysis – Sales force automation systems • Motivating salespeople: – Organizational climate – Sales quotas – Sales meetings – Reward systems
  16. 16. Evaluating Salespeople • Measuring performance and providing feedback • Information collected and used for evaluation purposes: – Sales reports – Expense reports – Call reports • Territory reviews may be conducted to discuss performance • Standards of performance need to be clearly articulated to salespeople • Focus on behaviour