Presentation on Marketing
N.N.V. Krishna kanth
• Concepts of Marketing
• Sales force management
– Felt deprivation
– Form of needs shaped by culture and personality
– Wants backed by buying power
– Benefits gained versus costs of obtaining product
– Degree of meeting consumer’s expectations
– Trade of value between parties
– Two things of value
– Agreed-upon conditions
– Time/place of agreement
– Creating and maintaining relationships.
– Set of actual or potential buyers
• 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”.
Concepts of Marketing
• Production concept
• Product concept
• Sales concept or Selling concept
• Marketing concept
• Societal marketing concept
• Its one of the oldest concepts.
• According to production concept the underlying assumption
is that consumer will prefer products that are widely
available and inexpensive.
• Achieving high production efficiency.
• Low costs
• Mass distribution
• Customer doesn’t always buy products which are in
expensive and easily available.
• The underlying assumption of this concept is that the
buyers can appraise the quality, features and performance of
• Making superior products.
• Improving the products over time.
• Customers may not buy a product just because it is of high
quality unless they need it.
• Hair dye.
Sales or Selling Concept
• 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.
• A thorough and vigorous marketing strategy in order to
• Seller relies on buyer manipulation.
• All buyers cannot be manipulated and a buyer cannot be
manipulated many times.
• Developed in mid 1950’s.
• Policies and programs must be customer
• It is mainly focused on the customer needs of
the target market.
• It has led to many social and environmental ills
like pollution, drug abuse etc.
Societal Marketing Concept
• It includes social goals in the need of satisfaction
– Determine needs/wants of target markets
– Deliver desired satisfactions
– More efficiently and effectively
– Maintain or improve consumer’s and society’s well-
Sales Force Management
• Sales force management: the analysis,
planning, implementation, and control of sales
• Sales force structure:
– Territorial sales force structure
– Product sales force structure
– Customer sales force structure
– Complex sales force structure
• Other issues:
– Outside sales
– Inside sales
– Team selling
• 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
• 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
• 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
• Supervision is used to direct and motivate salespeople
• Companies will vary in how closely they supervise their
• Tools used:
– Call reports and plans
– Time-and-duty analysis
– Sales force automation systems
• Motivating salespeople:
– Organizational climate
– Sales quotas
– Sales meetings
– Reward systems
• Measuring performance and providing feedback
• Information collected and used for evaluation
– Sales reports
– Expense reports
– Call reports
• Territory reviews may be
conducted to discuss
• Standards of performance need
to be clearly articulated to
• Focus on behaviour