This presentation discusses key concepts in marketing management including needs, wants, demands, markets, and the evolution of marketing concepts from production to societal marketing. It also summarizes sales force management topics like recruiting, selecting, training, supervising, and evaluating salespeople. The presentation provides an overview of fundamental marketing and sales force management principles.

1. Presentation on Marketing
Management
Presented by:
N.N.V. Krishna kanth
I MBA
ALIET

2. AGENDA
• Needs
• Wants
• Demands
• Market
• Marketing
• Concepts of Marketing
• Sales force management

4. • 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

5. • 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

6. 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”.

7. Concepts of Marketing
• Production concept
• Product concept
• Sales concept or Selling concept
• Marketing concept
• Societal marketing concept

8. 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.

9. 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.

10. 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.

11. 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.

13. 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

14. 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

15. • 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

16. • 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

17. 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

18. 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