The document discusses various topics related to sales and marketing, including different types of sales organizations (functional, area-based, product-based, end-use based), the difference between the selling concept and marketing concept, market research, advertising, sales promotion, distribution channels, and characteristics of good advertisements. It provides an overview of key considerations and approaches for organizing a sales force and conducting sales and marketing activities.

1. Selling and Marketing
Industrial Management
Innovative Assignment

2. Introduction:
 Main 3 areas of Business:
 - Finance
 - Production
 - Sales
Sales (Marketing) Organization :
- By Function
- By Area
- By product group
- By end user category

3. Functional organization:
 The functional organization is usual for the small or medium sized company
with a limited range of related products.
 Functional organization has various functional(marketing) departments or
specialists reporting to a sales or a marketing director.
 Functional organization has the advantage of administrative simplicity.
 Functional organization suffers from certain disadvantages such as:
a) Inadequate detailed planning for specific products and markets, since no
body is assigned full responsibility for any product or market.
b) Products that are not favorites with various functional specialists tend to get
neglected.

4. Marketing director
sales
manager
Marketing research
manager
Export
manager
Advertising and sales
Promotion manager

5. Area based organization:
 The area based organization is one of the more common ones in use for
concerns with a relatively limited range of products requiring selling and
distribution to be on a more or less nationwide scale through many outlets.

6. Product organization:
 This type of sales organization is employed when there is range of relatively
unrelated product groups which require different selling methods and the
company sales forces require their particular market and techanical
knowledge.
Marketing director
Sales manager
product-x
Sales manager
Product-y
Marketing
services
manager
Sales manager
Product-z

7. End use and customer class sales organization:
 If an enterprise is selling a substantial range of products to dissimilar types of
customers or for different uses, the selling operations are split up by type of
customer or end use.
 Separate sales forces are necessary.
 However, marketing services may either be kept centralized or again split up
as per the particular division of the selling operations.

9. THE SELLING CONCEPT VS MARKETING CONCEPT
 The selling concept:
the selling concept is a management orientation that assumes that consumers
will normally not buy enough of the company’s products unless they are
approached with a substantial selling and promotion effort.
 The marketing concept:
the marketing concept is a management orientation that holds that the key
task of the organization is to determined the needs, wants, and values of
target market and to adopt the organization to deliver the desired satisfaction
more efficiently than its competitors.

10.  The two orientations differ from each other for example:
i. selling focuses on the needs of the seller whereas marketing focuses
on the needs of the buyer.
ii. Selling is preoccupied with the seller’s need to convert his products
into cash, whereas marketing lays emphasis on satisfying the needs
of the customer by means of the product.

11. Products selling and profits through
promotion sales volume
FOCUS MEANS END
The marketing
concept
Customer integrated profits through
needs marketing customer satisfaction
The selling
concept

12. i. Actually, Marketing is another name for selling, with the inference that it
is a rather longhaired method.
ii. Marketing is a more expensive way of selling.

13. MARKET RESEARCH
• Definition
 Market research may be defined as an organized approach which includes all
research activities involved in marketing problems:
i. Gathering, recording and analyzing the utility and marketability of the
product;
ii. the nature of demand;
iii. the nature of competition;
iv. The methods of marketing; and
v. Other aspects of movements of products from the stage of production to
the point where they get consumed.

14. Objectives of marketing research
 It is measures sale trends and sales potential.
 it analysis distribution, economic trends, and profitability.
 It determines advertising effectiveness, consumer reaction and dealer
reaction.
 it studies market potential market shares.
 It conducts demand and price.
 It keeps a business in touch with markets.
 It explores new markets and helps developing new products.
 It guides sales promotion efforts.

15. scope of market research:
1. Measurement of market potential,
2. Determination of market characteristics,
3. Market share analysis,
4. Competitive product studies,
5. Short and long range forecasting, Studies of business trends,
6. Testing of existing products,
7. Product mix studies,
8. Acquisition studies,
9. Media research,
10. Pricing studies,
11. Packaging research
12. Distribution channel studies, etc.

16. Advertising
 Advertising can become an established essentials of a country’s economy. It
contributes to broad geographic system of distribution; to the volume sells,
an essential corollary of mass production; and to the pricing of many
products within the economics means of average man.
 Just as communication is vital to good internal management, so is advertising
vital to the earning of profit
 Advertising is generally regarded as a form of communication. The purpose
of which is to convey the concepts about the company, goods and services by
mean of words, pictures, diagrams, sounds, color, music, shapes and symbols
on two level of significance – the national and the emotional.
 Advertising is any paid form of non personal presentation and promotion of
ideas, goods and services by an identified sponsor.

17.  Advertising may define as commercial message to the public, designed to
inform potential and establish consumer and to encourage sells for the
advertiser.
 Advertising can stimulate demand and, where necessary, can even create
demand where non exist .
 Advertising arouse public interest, fosters a buying attitude and raises
consumer demand for the product of the company.

18. Functions and objectives of advertising
 It introduces new company product to public
 It enhances potential buyer’s responses to company and it’s offering.
 It tells that a product which the customers want exists and from where it can
be procured and at what price.
 It is undertaken to reduce selling cost; because large volume of production
will lead to economies, if, through advertising, it can supported by mass
distribution.
 It makes the product stand against competitors product.
 It convinces retailers that they should keep the product of their company.
 It creates a confidence in the minds of buyers regarding quality of goods and
products.

19. Functions of advertising department
 Preparation and control of advertising budget.
 Determining the appropriation or allocation of funds to be spent on advertising and sales
promotion activities.
 Liaison with advertising agency.
 Supervising advertising and market research
 Keeping in touch with representatives of important media.
 Cooperation with sales and other departments
 Distribution of advertising material
 Production and supervision of sales and promotion
 Merchandising the advertisement.
 Co-ordination with the employer and public relation department for improving public and
employee relations.

20. The advertising agency
 An advertising agency is a group of specialists in
 Research
 Preparation of copy
 Art
 Production
 Selection and contact of media
 Who provides expert services and to product manufacturers as regards:
 The art of advertising
 Preparing advertising policies
 Planning and preparing advertisements
 Sales promotion campaign
 Recommendation of media
 The preparation of copy

21. Types of advertising
 1) institutional and goodwill type
 It is designed to promote and idea or the name of company in eyes of public. Attractive
new years gift’s calendars bearing the name of company can be distributed to the public for
institutional advertising or special art painting can be run in magazines under the company
name
 2) direct action type:
 It is designed to sell company’s product or services. Newspaper and magazines are full of
such advertisement- all inducing customers to come and buy products of a firm.

22. Advertising media
 Newspapers
 Magazines
 Radio
 Televisions
 Direct mail
 Public transportation
 Outdoor billboards
 Exhibits and displays
 Slides in cinemas
 Catalogues, handouts. Leaflets etc.

23. Various steps involved in planning and preparing the
advertisements
 Decide purpose
 Decide message to be conveyed
 Should hold public interest
 Is educative and suggestive
 Is humorous as well
 Put ideas into symbols of some kind, words, pictures, shapes, music etc.
 Select advertising media accordingly- to convey information to public.
 Keep a written record of the advertising programmed.

24. Sales Promotion
 All the activities that go into the development of sales or those that are intended
to raise the demand level for a product very quickly can be grouped under the
SALES PROMOTION.
 It includes those marketing activities, other than personal selling, advertising and
publicity that stimulate consumer purchasing and dealer effectiveness such as
displays shows and exhibition, demonstration and various non recurrent selling
efforts not in the ordinary routine.
 It focus the attention of customer at the actual point of sales in the shops with
such effectiveness that both the advertiser and dealer are benefitted. The main
purpose is to increase sales.
 It plays critical role in introductory and maturity stages of the product life cycle
and helps during rapid inflation.
 The whole idea behind it is to bring the name of manufacturer before wholesaler,
retailer, and consumers in order to stimulate their interest in the product.

25. Sales Promotion Methods
 Consumer promotion
 Trade promotion
 Sales force promotion
 Good public relations
 Good customer relations
 Display
 Product exhibitions, demonstrations, and conferences
 Holding competitions and awarding prizes to winners.
 Product styling and packaging

26. Channels of distribution
 Producers generally do not sell their products directly to final users. Between
them and the final user stand a number of marketing intermediates
performing a variety of function and bearing variety of names.
 They are called marketing channels, trade channels, channels of distribution.
 Channels of distribution refer to the exchange of ownership of the product
until it reaches the final user.
 Different channels are shown:
 Manufacturer------------------------------------------------------- consumer
 Manufacturer---------------------------retailer--------------- consumer
 Manufacturer--------wholesaler---------retailer------- consumer

27. 1) Direct Channel:
 The direct channel is very effective and profitable for goods which have a high
profit margin e.g. office machines, accounting machines, computers.
 In direct selling producer has maximum control over selling practices and
policies.
2) Indirect Channel:
 Selling through a middle name is indirect distribution. This method does very
well with the products of low profit margin.
 Middleman buys goods and there by reducing the risk of stocking of goods.
 They keep the producers informed about the prevailing market trends.

28. GOOD ADVERTISEMENTS

29. Bad Advertisement: