1. The document discusses professional selling, including the roles and responsibilities of salespeople. It describes how salespeople create value, manage relationships, and gather information for their companies.
2. It outlines some of the ethical challenges salespeople face, such as balancing their fiduciary duty to their employer with treating customers fairly. It also discusses the types of selling positions and relationships companies seek to develop with customers.
3. The document covers how companies implement policies and training to help guide ethical sales practices. It emphasizes the importance of integrating sales and marketing functions to improve lead generation and customer relationships.
Chapter 3: Consumer Behavior—How People Make Buying Decisionstjamisonedu
The document discusses factors that influence consumer buying behavior, including:
1. The six stages of the consumer decision making process: realizing a need, searching for information, evaluating alternatives, selecting a product, assessing performance after purchase, and disposing of the product.
2. Situational factors like the physical environment of a store, social situations, time constraints, mood, and the reason for purchase can temporarily influence buying decisions.
3. Psychological factors rooted in consumers' self-concept, attitudes, perceptions, and Maslow's hierarchy of needs have enduring impacts on purchasing choices.
4. Societal influences such as culture, social class, reference groups, opinion leaders, and family also shape what and
Chapter 14: Customer Satisfaction, Loyalty, and Empowermenttjamisonedu
- Customer satisfaction, loyalty, and empowerment are important goals for marketers. Companies work to create customer communities and use influencer panels to provide insights. Loyalty programs aim to increase longevity, block competitors, encourage related purchases, and accelerate buying. However, simply having a program does not automatically create loyalty.
- Measuring customer satisfaction is key. Firms must understand expectations, deliver quality, and address complaints effectively. Complaint resolution involves acknowledging customers, finding root causes, offering solutions, and following up.
- Marketers must apply general ethics and comply with relevant laws regarding privacy, permissions, and warranties when empowering customers online or elsewhere. Sugging and lack of permission are considered unethical.
Chapter 12: Public Relations and Sales Promotionstjamisonedu
Public relations (PR) tools include press releases, sponsorships, and product placements. Press releases aim to generate publicity for companies but may not be picked up by the media. Sponsorships increase brand awareness and improve corporate image. Product placements provide brand exposure in television, movies, and other media. Together these PR tools are used to create a positive image for companies, products, and services.
Chapter 10: Gathering and Using Information: Marketing Research and Market In...tjamisonedu
The document discusses marketing research and market intelligence. It defines marketing research as gathering information to help with business decisions, such as developing new products or evaluating promotions. Market intelligence involves regularly collecting information on market trends. The document outlines the components of a marketing information system and provides examples of how companies gather market intelligence from sources like trade publications and customers. It also describes best practices for conducting marketing research, such as defining the problem, designing the study, collecting and analyzing the data.
Chapter 11: Advertising, Integrated Marketing Communications, and the Changin...tjamisonedu
This document discusses integrated marketing communications (IMC) and the promotional mix. It defines IMC as using different communication tools in a coordinated way to deliver a consistent message to buyers. The promotional mix includes advertising, personal selling, public relations, sales promotions, and direct marketing. The document outlines factors to consider when setting a promotional budget and allocating funds across different media types.
The document discusses the pre-approach stage of strategic customer sales planning. It involves determining sales call objectives, developing customer profiles, creating customer benefit plans, and developing sales presentations. The pre-approach stage requires strategic problem solving to understand customer needs, develop creative solutions, and arrive at mutually beneficial agreements to create strategic customer relationships. The document also reviews different structures for sales presentations, including memorized, formula, need-satisfaction, and problem-solution approaches. It emphasizes having a plan for opening the sales presentation through statements, demonstrations, or questions.
This document discusses organizational buying behavior in business-to-business contexts. It describes the differences between consumer and organizational buying processes. Organizational buying involves multiple people and stages, including problem recognition, specification, supplier search, selection, and review. Key roles in organizational procurement include buyers, users, initiators, gatekeepers, influencers, and deciders. The document outlines factors that influence organizational buying behavior such as product type, risks, and complex buying centers. It also discusses considerations for B2B marketing including long decision times, high risks, flexibility, and technical knowledge.
The document discusses marketing plans and ongoing marketing evaluation. It provides details on:
1. The components and purpose of a marketing plan, including executive summary, market analysis, strategy, budget, and conclusion.
2. The marketing planning process and roles of different teams and specialists.
3. Tools for ongoing evaluation like marketing audits, which examine how marketing strategies are implemented and identify factors that impacted business.
4. The importance of understanding causality and executing plans well for ongoing marketing success.
Chapter 3: Consumer Behavior—How People Make Buying Decisionstjamisonedu
The document discusses factors that influence consumer buying behavior, including:
1. The six stages of the consumer decision making process: realizing a need, searching for information, evaluating alternatives, selecting a product, assessing performance after purchase, and disposing of the product.
2. Situational factors like the physical environment of a store, social situations, time constraints, mood, and the reason for purchase can temporarily influence buying decisions.
3. Psychological factors rooted in consumers' self-concept, attitudes, perceptions, and Maslow's hierarchy of needs have enduring impacts on purchasing choices.
4. Societal influences such as culture, social class, reference groups, opinion leaders, and family also shape what and
Chapter 14: Customer Satisfaction, Loyalty, and Empowermenttjamisonedu
- Customer satisfaction, loyalty, and empowerment are important goals for marketers. Companies work to create customer communities and use influencer panels to provide insights. Loyalty programs aim to increase longevity, block competitors, encourage related purchases, and accelerate buying. However, simply having a program does not automatically create loyalty.
- Measuring customer satisfaction is key. Firms must understand expectations, deliver quality, and address complaints effectively. Complaint resolution involves acknowledging customers, finding root causes, offering solutions, and following up.
- Marketers must apply general ethics and comply with relevant laws regarding privacy, permissions, and warranties when empowering customers online or elsewhere. Sugging and lack of permission are considered unethical.
Chapter 12: Public Relations and Sales Promotionstjamisonedu
Public relations (PR) tools include press releases, sponsorships, and product placements. Press releases aim to generate publicity for companies but may not be picked up by the media. Sponsorships increase brand awareness and improve corporate image. Product placements provide brand exposure in television, movies, and other media. Together these PR tools are used to create a positive image for companies, products, and services.
Chapter 10: Gathering and Using Information: Marketing Research and Market In...tjamisonedu
The document discusses marketing research and market intelligence. It defines marketing research as gathering information to help with business decisions, such as developing new products or evaluating promotions. Market intelligence involves regularly collecting information on market trends. The document outlines the components of a marketing information system and provides examples of how companies gather market intelligence from sources like trade publications and customers. It also describes best practices for conducting marketing research, such as defining the problem, designing the study, collecting and analyzing the data.
Chapter 11: Advertising, Integrated Marketing Communications, and the Changin...tjamisonedu
This document discusses integrated marketing communications (IMC) and the promotional mix. It defines IMC as using different communication tools in a coordinated way to deliver a consistent message to buyers. The promotional mix includes advertising, personal selling, public relations, sales promotions, and direct marketing. The document outlines factors to consider when setting a promotional budget and allocating funds across different media types.
The document discusses the pre-approach stage of strategic customer sales planning. It involves determining sales call objectives, developing customer profiles, creating customer benefit plans, and developing sales presentations. The pre-approach stage requires strategic problem solving to understand customer needs, develop creative solutions, and arrive at mutually beneficial agreements to create strategic customer relationships. The document also reviews different structures for sales presentations, including memorized, formula, need-satisfaction, and problem-solution approaches. It emphasizes having a plan for opening the sales presentation through statements, demonstrations, or questions.
This document discusses organizational buying behavior in business-to-business contexts. It describes the differences between consumer and organizational buying processes. Organizational buying involves multiple people and stages, including problem recognition, specification, supplier search, selection, and review. Key roles in organizational procurement include buyers, users, initiators, gatekeepers, influencers, and deciders. The document outlines factors that influence organizational buying behavior such as product type, risks, and complex buying centers. It also discusses considerations for B2B marketing including long decision times, high risks, flexibility, and technical knowledge.
The document discusses marketing plans and ongoing marketing evaluation. It provides details on:
1. The components and purpose of a marketing plan, including executive summary, market analysis, strategy, budget, and conclusion.
2. The marketing planning process and roles of different teams and specialists.
3. Tools for ongoing evaluation like marketing audits, which examine how marketing strategies are implemented and identify factors that impacted business.
4. The importance of understanding causality and executing plans well for ongoing marketing success.
This document discusses personal selling and sales management. It covers key topics like the importance of personal selling, the selling process, factors affecting personal selling, designing and recruiting sales personnel, training and motivating sales personnel, theories of personal selling including AIDAS and behavioral equation, and the role and skills of effective sales executives. The roles of sales manager and district sales manager are also outlined.
This document provides an overview of sales management. It discusses that sales management involves effective planning, controlling, budgeting and leadership to achieve sales goals. The key aspects of sales management include sales planning, sales reporting, and sales processes. Sales planning involves identifying target markets and devising strategies. Sales reporting checks the effectiveness of strategies and evaluates performance. The sales process outlines the steps sales representatives should follow from initial contact to after-sales service. Emerging trends impacting sales management are the increasing global perspective, technological revolution, and focus on customer relationship management.
- Buying centers are groups within organizations that make purchasing decisions. They typically include professional buyers as well as users, influencers, gatekeepers, and deciders.
- The B2B buying process involves need recognition, need description, supplier search, requests for proposals, proposal evaluation, supplier selection, and post-purchase evaluation.
- E-commerce has impacted B2B markets by making geographic proximity to buyers less important while enabling just-in-time procurement through intranets and extranets. It has also led to more competition and difficulty raising prices for some products.
This document discusses sales management strategies and techniques. It begins by outlining the key steps of preparation, implementation, and evaluation (PIE). Preparation involves setting up the sales organization, training sales reps, and developing sales plans and forecasts. Marketing activities are structured around a marketing mission, policies, strategies, and the sales role. Marketing strategies define target markets, product positioning, and marketing mix elements like promotion, sales, and distribution. Sales communications can be real through reps or virtual through technology to find prospects, create customers, and retain business. The overall objective is to increase sales, customers, and business development through both current and new products and services.
This document provides an overview of consumer behavior and the development of marketing concepts from a production focus to a customer focus. It discusses key concepts like segmentation, targeting, and positioning. It also addresses the digital revolution's impact on how marketing is conducted and consumer power. Studying consumer behavior is important for developing effective marketing strategies, understanding different customer groups, and creating public policy initiatives.
This document outlines the key principles of marketing including:
1) Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return.
2) Understanding customer needs, wants, demands and the marketplace is essential for developing a customer-driven marketing strategy that involves segmenting markets and choosing a value proposition.
3) An integrated marketing plan uses the marketing mix of product, price, promotion and place to implement the strategy and build customer relationships through delivering superior customer value and satisfaction.
Pre approach / Pre planning in Selling ProcessCara Babida
The document discusses different strategies for developing an effective sales presentation in the pre-approach stage of the customer relationship selling process. It describes four main presentation structures - memorized, formula, need-satisfaction, and problem-solution - and provides details on when each structure is most appropriate based on factors like the product, customer familiarity, and sales situation. The goal is to strategically plan the presentation content and approach depending on the specific customer's needs in order to best position the product as a solution and create a mutually beneficial agreement.
The document discusses factors companies should consider when deciding to enter global markets and how to manage international operations. It covers evaluating foreign markets, risks of going abroad, modes of entry like exporting and licensing. The text also addresses adapting marketing strategies for other cultures, managing global brands, and organizational structures like export departments and international divisions.
Consumer Behavior and Marketing Strategy chapter 1 moghimiBahman Moghimi
This document provides an introduction to consumer behavior and marketing strategy. It defines key concepts like marketing, consumer behavior, and marketing strategy. It discusses three major approaches to studying consumer behavior: interpretive, traditional, and marketing science. It also identifies the groups that use consumer behavior research - marketing organizations, government/political organizations, and consumers. Finally, it examines the role of consumer behavior research in informing marketing strategies and helping companies understand customers.
This document discusses the evolution of sales management over time and key concepts in sales management. It covers:
1) Five eras of sales management: the simple trade era, production era, sales era, marketing department era, and marketing organization era.
2) The definition of sales management as planning, directing, and controlling personnel selling activities as well as broader marketing activities.
3) The objectives of sales management as achieving sales volume targets, contributing to profits, and continuous growth.
4) Emerging trends in sales management like the need for a global presence, innovative technologies, better customer relationship management, diversity, team-based selling, multi-channel operations, addressing ethical/social issues, and professional
Module 01 -introduction to sales management pdfDeepak Vasudeva
Sales management involves planning, organizing, leading, and controlling a firm's personal selling efforts. It includes recruiting, selecting, training, and supervising sales representatives. The role of sales management has evolved over time from a focus on individual transactions to developing long-term customer relationships. Emerging trends in sales management include greater customer orientation, new selling methods using technology, a more global focus, diversity, and relationship selling. Effective sales managers require strong communication, leadership, and relationship building skills.
Marketing Management Book kotler(summary)Kavery Gupta
The document provides an overview of key marketing concepts including the marketing mix, segmentation, product life cycle, pricing strategies, distribution channels, integrated marketing communications, sales management, and international marketing. It also outlines the steps in developing an effective marketing plan, including performing a situation analysis, defining objectives and strategies, developing financial projections, and establishing controls for implementation and evaluation.
Chapter 15: Price, the Only Revenue Generatortjamisonedu
This document discusses pricing frameworks and objectives for companies. It explains that price is the only marketing variable that generates revenue. Companies must consider factors like customers, competitors, costs, and regulations when setting prices. Objectives include maximizing profits, sales, or market share. Pricing strategies include skimming, penetration pricing, and everyday low prices. Approaches involve cost-plus pricing, prestige pricing, auctions, and price bundling. Price adjustments like discounts are also used. External factors influence pricing decisions, and the goal is to set a price that covers costs and is profitable.
The document discusses various aspects of controlling the salesforce, including salesforce expense plans, salesforce audits, evaluating sales organization effectiveness, and controlling salesperson performance. It covers criteria for effective expense plans, types of plans, purposes of audits and the evaluation process. It also explains analyzing sales, costs, profits and productivity to evaluate effectiveness, and setting standards, reviewing performance, and taking actions to control salesperson performance. Finally, it discusses ethical, social and legal responsibilities of sales managers.
The document discusses integrated marketing communication (IMC) planning. An IMC plan details which marketing communications and media should be used, when, and to what extent, to direct various instruments like an orchestra score. All good plans include objectives, strategies, and tactics. The zero-based planning process for IMC involves 8 steps: analyzing SWOTs, identifying target customers and relationships, determining communication and behavioral objectives, developing strategies and rationales, budgeting, timing and scheduling, testing marketing mixes, and evaluating effectiveness. The goal of IMC planning is to create a customer focus across departments by having everyone work from the same integrated marketing plan and score.
This document discusses ethics and ethical behavior in business and sales. It covers management's social responsibilities to stakeholders, influences on ethical behavior like moral development levels, the need for ethical guidelines and a fixed point of reference, and responsibilities around ethics in dealings with salespeople, customers, and internationally. It emphasizes establishing a code of ethics, leading ethically, and looking for employers with missions focused on service, integrity, and character.
W1 marketing creating customer value and engagementfaizaperbanas
Objective 1 Define marketing and outline the steps in the marketing process.
Objective 2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Objective 3 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.
Objective 4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
Objective 5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
sales staffing and organizing sales forceAnshul Sharma
This document discusses organizing and staffing a salesforce. It covers the basic types of sales organizations including line, line and staff, functional, and horizontal structures. It also discusses specialization within the sales organization based on geography, product, market, or combinations. Methods for determining optimal salesforce size like workload, sales potential, and incremental are presented. The major stages of the salesforce staffing process - planning, recruiting, selecting, hiring, and socialization - are outlined along with the key steps and considerations within each stage.
The document discusses the evolution of sales management from ancient times to modern times, outlining how sales roles have changed from order takers to consultants. It then provides definitions and objectives of sales management, describing the key functions of sales executives and management including planning, organizing, directing, controlling and coordinating sales operations. The roles and relationships between sales executives and other departments such as marketing, finance, and production are also examined.
This document discusses business-to-business professional selling. It notes that professional selling today involves consultative dialogue focused on customer needs rather than persuasive pitches. It outlines the focus on offering equipment, supplies and other goods for business use. It describes the in-depth industry and customer knowledge required of sales occupations. It provides guidance on pre-approach activities like researching customers and competitors. It details techniques for determining customer needs, presenting features and benefits, handling objections, and following up to enhance customer relationships.
Chapter 7: Developing and Managing Offeringstjamisonedu
- The document discusses the seven step process that most companies follow to develop new products, which includes idea generation, screening, specification, development, testing, launch, and monitoring.
- It also covers how companies manage products through their lifecycles, which typically include introduction, growth, maturity, and decline phases. Strategies may differ between phases as sales and competition change.
- Companies aim to extend the maturity phase through modifications to products, markets, or marketing mix, and must decide when to harvest or divest products in decline.
This document discusses personal selling and sales management. It covers key topics like the importance of personal selling, the selling process, factors affecting personal selling, designing and recruiting sales personnel, training and motivating sales personnel, theories of personal selling including AIDAS and behavioral equation, and the role and skills of effective sales executives. The roles of sales manager and district sales manager are also outlined.
This document provides an overview of sales management. It discusses that sales management involves effective planning, controlling, budgeting and leadership to achieve sales goals. The key aspects of sales management include sales planning, sales reporting, and sales processes. Sales planning involves identifying target markets and devising strategies. Sales reporting checks the effectiveness of strategies and evaluates performance. The sales process outlines the steps sales representatives should follow from initial contact to after-sales service. Emerging trends impacting sales management are the increasing global perspective, technological revolution, and focus on customer relationship management.
- Buying centers are groups within organizations that make purchasing decisions. They typically include professional buyers as well as users, influencers, gatekeepers, and deciders.
- The B2B buying process involves need recognition, need description, supplier search, requests for proposals, proposal evaluation, supplier selection, and post-purchase evaluation.
- E-commerce has impacted B2B markets by making geographic proximity to buyers less important while enabling just-in-time procurement through intranets and extranets. It has also led to more competition and difficulty raising prices for some products.
This document discusses sales management strategies and techniques. It begins by outlining the key steps of preparation, implementation, and evaluation (PIE). Preparation involves setting up the sales organization, training sales reps, and developing sales plans and forecasts. Marketing activities are structured around a marketing mission, policies, strategies, and the sales role. Marketing strategies define target markets, product positioning, and marketing mix elements like promotion, sales, and distribution. Sales communications can be real through reps or virtual through technology to find prospects, create customers, and retain business. The overall objective is to increase sales, customers, and business development through both current and new products and services.
This document provides an overview of consumer behavior and the development of marketing concepts from a production focus to a customer focus. It discusses key concepts like segmentation, targeting, and positioning. It also addresses the digital revolution's impact on how marketing is conducted and consumer power. Studying consumer behavior is important for developing effective marketing strategies, understanding different customer groups, and creating public policy initiatives.
This document outlines the key principles of marketing including:
1) Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return.
2) Understanding customer needs, wants, demands and the marketplace is essential for developing a customer-driven marketing strategy that involves segmenting markets and choosing a value proposition.
3) An integrated marketing plan uses the marketing mix of product, price, promotion and place to implement the strategy and build customer relationships through delivering superior customer value and satisfaction.
Pre approach / Pre planning in Selling ProcessCara Babida
The document discusses different strategies for developing an effective sales presentation in the pre-approach stage of the customer relationship selling process. It describes four main presentation structures - memorized, formula, need-satisfaction, and problem-solution - and provides details on when each structure is most appropriate based on factors like the product, customer familiarity, and sales situation. The goal is to strategically plan the presentation content and approach depending on the specific customer's needs in order to best position the product as a solution and create a mutually beneficial agreement.
The document discusses factors companies should consider when deciding to enter global markets and how to manage international operations. It covers evaluating foreign markets, risks of going abroad, modes of entry like exporting and licensing. The text also addresses adapting marketing strategies for other cultures, managing global brands, and organizational structures like export departments and international divisions.
Consumer Behavior and Marketing Strategy chapter 1 moghimiBahman Moghimi
This document provides an introduction to consumer behavior and marketing strategy. It defines key concepts like marketing, consumer behavior, and marketing strategy. It discusses three major approaches to studying consumer behavior: interpretive, traditional, and marketing science. It also identifies the groups that use consumer behavior research - marketing organizations, government/political organizations, and consumers. Finally, it examines the role of consumer behavior research in informing marketing strategies and helping companies understand customers.
This document discusses the evolution of sales management over time and key concepts in sales management. It covers:
1) Five eras of sales management: the simple trade era, production era, sales era, marketing department era, and marketing organization era.
2) The definition of sales management as planning, directing, and controlling personnel selling activities as well as broader marketing activities.
3) The objectives of sales management as achieving sales volume targets, contributing to profits, and continuous growth.
4) Emerging trends in sales management like the need for a global presence, innovative technologies, better customer relationship management, diversity, team-based selling, multi-channel operations, addressing ethical/social issues, and professional
Module 01 -introduction to sales management pdfDeepak Vasudeva
Sales management involves planning, organizing, leading, and controlling a firm's personal selling efforts. It includes recruiting, selecting, training, and supervising sales representatives. The role of sales management has evolved over time from a focus on individual transactions to developing long-term customer relationships. Emerging trends in sales management include greater customer orientation, new selling methods using technology, a more global focus, diversity, and relationship selling. Effective sales managers require strong communication, leadership, and relationship building skills.
Marketing Management Book kotler(summary)Kavery Gupta
The document provides an overview of key marketing concepts including the marketing mix, segmentation, product life cycle, pricing strategies, distribution channels, integrated marketing communications, sales management, and international marketing. It also outlines the steps in developing an effective marketing plan, including performing a situation analysis, defining objectives and strategies, developing financial projections, and establishing controls for implementation and evaluation.
Chapter 15: Price, the Only Revenue Generatortjamisonedu
This document discusses pricing frameworks and objectives for companies. It explains that price is the only marketing variable that generates revenue. Companies must consider factors like customers, competitors, costs, and regulations when setting prices. Objectives include maximizing profits, sales, or market share. Pricing strategies include skimming, penetration pricing, and everyday low prices. Approaches involve cost-plus pricing, prestige pricing, auctions, and price bundling. Price adjustments like discounts are also used. External factors influence pricing decisions, and the goal is to set a price that covers costs and is profitable.
The document discusses various aspects of controlling the salesforce, including salesforce expense plans, salesforce audits, evaluating sales organization effectiveness, and controlling salesperson performance. It covers criteria for effective expense plans, types of plans, purposes of audits and the evaluation process. It also explains analyzing sales, costs, profits and productivity to evaluate effectiveness, and setting standards, reviewing performance, and taking actions to control salesperson performance. Finally, it discusses ethical, social and legal responsibilities of sales managers.
The document discusses integrated marketing communication (IMC) planning. An IMC plan details which marketing communications and media should be used, when, and to what extent, to direct various instruments like an orchestra score. All good plans include objectives, strategies, and tactics. The zero-based planning process for IMC involves 8 steps: analyzing SWOTs, identifying target customers and relationships, determining communication and behavioral objectives, developing strategies and rationales, budgeting, timing and scheduling, testing marketing mixes, and evaluating effectiveness. The goal of IMC planning is to create a customer focus across departments by having everyone work from the same integrated marketing plan and score.
This document discusses ethics and ethical behavior in business and sales. It covers management's social responsibilities to stakeholders, influences on ethical behavior like moral development levels, the need for ethical guidelines and a fixed point of reference, and responsibilities around ethics in dealings with salespeople, customers, and internationally. It emphasizes establishing a code of ethics, leading ethically, and looking for employers with missions focused on service, integrity, and character.
W1 marketing creating customer value and engagementfaizaperbanas
Objective 1 Define marketing and outline the steps in the marketing process.
Objective 2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.
Objective 3 Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.
Objective 4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
Objective 5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
sales staffing and organizing sales forceAnshul Sharma
This document discusses organizing and staffing a salesforce. It covers the basic types of sales organizations including line, line and staff, functional, and horizontal structures. It also discusses specialization within the sales organization based on geography, product, market, or combinations. Methods for determining optimal salesforce size like workload, sales potential, and incremental are presented. The major stages of the salesforce staffing process - planning, recruiting, selecting, hiring, and socialization - are outlined along with the key steps and considerations within each stage.
The document discusses the evolution of sales management from ancient times to modern times, outlining how sales roles have changed from order takers to consultants. It then provides definitions and objectives of sales management, describing the key functions of sales executives and management including planning, organizing, directing, controlling and coordinating sales operations. The roles and relationships between sales executives and other departments such as marketing, finance, and production are also examined.
This document discusses business-to-business professional selling. It notes that professional selling today involves consultative dialogue focused on customer needs rather than persuasive pitches. It outlines the focus on offering equipment, supplies and other goods for business use. It describes the in-depth industry and customer knowledge required of sales occupations. It provides guidance on pre-approach activities like researching customers and competitors. It details techniques for determining customer needs, presenting features and benefits, handling objections, and following up to enhance customer relationships.
Chapter 7: Developing and Managing Offeringstjamisonedu
- The document discusses the seven step process that most companies follow to develop new products, which includes idea generation, screening, specification, development, testing, launch, and monitoring.
- It also covers how companies manage products through their lifecycles, which typically include introduction, growth, maturity, and decline phases. Strategies may differ between phases as sales and competition change.
- Companies aim to extend the maturity phase through modifications to products, markets, or marketing mix, and must decide when to harvest or divest products in decline.
This chapter introduces marketing and discusses its key concepts. It defines marketing as creating, communicating, and delivering value for customers. The marketing concept focuses on customer needs and satisfaction. Marketing activities involve understanding customers, creating offerings with value, communicating them to customers, delivering them, and exchanging them for value. Marketing is practiced by all types of organizations and plays an important role in an organization's strategy and interactions with other functions. The chapter concludes with a discussion of how the marketing environment is changing and the career opportunities marketing offers.
1. Strategic planning involves developing plans for products, pricing, promotion, and delivery. It includes conducting a SWOT analysis and setting objectives and strategies.
2. A marketing plan is part of the strategic plan and describes how a company will reach its product and revenue goals. It is informed by a situation analysis and mission statement.
3. Strategic portfolio planning analyzes a company's portfolio of business units using tools like the BCG matrix and GE attractiveness model to allocate resources and make investment decisions.
This document provides tips and advice for improving sales skills. It discusses the differences between selling products versus services, emphasizing relationship building. It also covers establishing rapport with clients, observing customers, dealing with difficult customers, negotiation strategies, soft versus hard sales approaches, keeping sales techniques professional and up-to-date, using body language effectively, setting personal sales targets, following the sales lifecycle, providing "nuggets" of useful information to clients, identifying decision makers, getting clients to say "yes", avoiding overselling, and maintaining a good work-life balance.
The document discusses how to become a successful marketer and increase business. It provides 14 rules for effective marketing: 1) Make customers the top priority; 2) Spend time listening to and engaging with customers; 3) Hire people who value customers and empower them; 4) Constantly train employees; 5) Reward good customer service; 6) View marketing as the central function of the business; 7) Work closely with sales; 8) Prospect customers effectively; 9) Continually improve and adapt to changes; 10) Experience the business from the customer's perspective; 11) View marketing as a responsibility of all departments; 12) Pre-plan customer interactions; 13) Ask questions and listen to customers; 14) Aim
- Companies market offerings composed of tangible products and intangible services at certain price points.
- Offerings are often based on a core technology platform and organized into product lines and mixes.
- Firms must make decisions around branding, labeling, and packaging levels when developing new products.
- Effective management of offerings requires roles like brand managers, product managers, category managers, and market managers.
Chapter 9: Using Supply Chains to Create Value for Customerstjamisonedu
- Supply chain management involves designing and monitoring all organizations involved before, during, and after production of a product. Some companies view the supply chain as integral to their marketing plans.
- Demand forecasting estimates customer demand and is part of inventory control activities. The goal of inventory control is to avoid stockouts while meeting customer needs. New tracking devices help companies forecast and manage inventory levels.
- Transportation of goods via methods like trucks, ships, trains, and planes is an important part of supply chain management. Tracking shipments allows companies to trace products and anticipate disruptions.
The document discusses organizing a company's sales force. It covers different structures for organizing sales teams, including geographical, product, market, functional and combination structures. It analyzes the pros and cons of each approach and factors like a company's goals, products, markets and customers that should influence which sales force structure is chosen. Specialization of sales teams is also discussed, noting it can improve performance but is also more expensive to implement and manage.
This document provides tips for closing a sale successfully. It advises salespeople to determine if the potential customer is ready to purchase now by assessing their level of pain or frustration with their problem and checking their budget. It also recommends asking questions to understand the customer's needs, focusing on benefits over features, giving the customer control over the decision, and offering payment options. The key is to help the customer decide by packaging products or services and positioning the next step as the customer's choice.
This document outlines a training program on professional selling. It includes 7 modules that cover topics like active listening, effective questioning, needs analysis, presenting solutions, and closing deals. The introduction module discusses the formal sales process and sales funnel used by most companies, with an emphasis on understanding customer needs to help prospects become customers. It also notes that existing customers account for 80% of revenue. The active listening module stresses the importance of listening more than talking to understand what customers say and need. It provides tips on how to actively listen, like giving undivided attention and using body language cues.
Personal selling involves face-to-face interactions between salespeople and customers to promote and sell products. Salespeople use their attitude, appearance, product knowledge, and demonstrations to encourage purchases. Customers can get advice from salespeople on how to use products. High-priced or complex products especially benefit from a salesperson's help through explanations and trials. There are various types of salespeople based on who they represent, including manufacturers, wholesalers, retailers, specialists, and exporters. Successful salespeople require training, product knowledge, an ability to convince and relate to customers, and qualities like honesty, persistence, and courtesy.
This document outlines criteria for evaluating student performance at beginner, acceptable, and proficient levels. At the beginner level, students do not demonstrate targeted process skills or finish work on time with complete data. They do not know their tasks or responsibilities and require teacher supervision. At the acceptable level, students occasionally demonstrate process skills and finish on time but with incomplete work. They have defined responsibilities most of the time and require some teacher supervision. At the proficient level, students always demonstrate process skills and finish ahead of schedule with complete work. They have responsibilities and manage conflicts at all times without teacher supervision.
Jason Curcio is a superstar sales professional recognized for outmaneuvering competitors to establish and maintain market dominance. He has expertise in turn around management, start up management, new product launches, developing competency and sales-driven business models, performance management, executive relationship building, customer retention and referrals, brand development and management, and is a subject matter expert.
Chapter 8: Using Marketing Channels to Create Value for Customerstjamisonedu
This document discusses marketing channels and channel partners. It defines marketing channels as the path a product takes from producer to consumer, often involving intermediaries. Channel partners include wholesalers, retailers, distributors, and agents who perform important functions like storage, transportation, sales, and financing. The document examines different types of channel partners and strategies, including intensive vs selective distribution. It also covers channel conflicts, power dynamics, and how cooperation is achieved among members. Finally, it distinguishes between marketing channels and supply chains, noting the broader entities involved in supply chain management.
This document discusses two ethical considerations for teaching practice: commitment to society and commitment to learners. For commitment to society, it emphasizes always acting as a role model and being aware that one's actions outside of school could impact their reputation and career. For commitment to learners, it stresses catering to diverse learning needs and developing a wide range of strategies to accommodate all students. The document also provides examples of how these commitments could be violated.
Salespeople must balance various ethical responsibilities toward themselves, their companies, and customers. They may encounter situations requiring ethical decisions regarding expenses, reporting, gifts, confidentiality, and more. Various factors like personal codes, laws, and company policies influence ethical sales behavior. Salespeople must also avoid illegal practices such as misrepresentation, reciprocity agreements, price discrimination, and interfering with competitors. Understanding applicable legal guidelines is crucial for salespeople to conduct business appropriately.
Ad Standards Council Digital Guidelines for Non-Regulated and Regulated Categ...Janette Toral
This document provides guidelines for digital advertising materials in regulated and non-regulated categories. Non-regulated categories are generally post-screened, while regulated categories require pre-screening. Regulated categories include alcohol, OTC drugs, health supplements, products under the Milk Code, and airline promo fares. Claims like exclusivity, superiority, and absolutes require pre-screening for both regulated and non-regulated categories. User generated content and blogs are also post-screened but can be subject to complaints. Violations of the pre-screening process result in penalties.
The document discusses ethics in sales management and provides guidelines for ethical behavior. It covers (1) the responsibilities of organizations to stakeholders and the community, (2) influences on ethical behavior like personal values and corporate culture, (3) levels of moral development from principled to conventional to pre-conventional, (4) guidelines for ethical decision making, and (5) specific ethical considerations around dealings with salespeople, customers, and ensuring sales stay legal. The overall message is that ethics must be a priority set from the top of an organization and guide all business dealings and decisions.
This document provides an overview of personal selling and sales management. It discusses the roles of salespeople and sales managers. For salespeople, the key roles include generating revenue, meeting customer expectations, and providing market information. The document also outlines the steps in the sales process, including prospecting, developing relationships, and enhancing relationships. For sales managers, the main activities involve developing strategy, organizing the salesforce, directing salespeople, and evaluating performance. It concludes by discussing ethical issues and competencies for both salespeople and sales managers.
This document provides an overview of key concepts in sales management and analytics including sales forecasting, recruitment, selection, and training. It discusses common sales management topics such as sales quotas, territories, and budgets. Various sales forecasting methods are described including qualitative and quantitative techniques. The roles and objectives of sales management are outlined in recruiting, selecting, and training a sales team. Factors affecting sales forecasting and elements of an effective forecast are also summarized.
This document discusses sales promotion as part of the marketing communications mix. It outlines the objectives and significance of both consumer and trade sales promotion techniques. Common techniques for consumers include price deals, coupons, rebates, and sampling, while trade techniques include allowances, displays, and training. The document also notes limitations such as potential weakening of brand image and short-term gains. It covers ethical issues around deceptive promotion and fraud and concludes with the importance of understanding local customs for global promotion efforts.
This document discusses sales promotion and motivation. It covers the role and objectives of consumer and trade sales promotion, common techniques used, and limitations. Motivation of the sales force is also addressed, including theories of motivation, tools to increase motivation, and ways companies can fulfill sales force needs and keep them motivated. Ethical issues related to some sales promotion practices are also briefly outlined.
The document discusses the key functions of marketing. It defines marketing and outlines its scope. The 7 main functions of marketing are identified as pricing, selling, financing, promoting, product/service management, distribution, and market information management. Marketing is summarized as the process of communicating the value of a product or service to customers through activities like market research, identifying target markets, and building customer relationships.
Value of joint sales & mktg strategy clarification diane wieser mcsv MarketingCamp
This document discusses the importance of aligning joint marketing and sales strategies. It notes that marketing and sales often work in isolation with misconceptions about each other, which can undermine their goals. The document outlines common barriers to strategy alignment and provides a seven-step process for clarifying strategies jointly. The deliverables of going through this process include assessing industry trends, defining a consistent brand experience, understanding each group's role, and creating highly synchronized activities between marketing and sales.
Value of joint sales & mktg strategy clarificationDiane Kontra
In today’s “new normal” business environment, expectations to increase revenue and market share continue to accelerate with no room for shortfalls. Sales believes marketing is willfully disconnected from what’s happening in the field, while marketing fears that sales is focused solely on quota performance without truly grasping the larger market opportunity. So how can sales and marketing professionals who are jointly responsible for achieving aggressive growth goals ensure success? It’s time to roll up your sleeves and examine this critical impasse and the potential impact on your organization in more depth.
Sales & distribution management by Govind Kumarmyslidegk
The document discusses various aspects of sales management and personal selling. It covers topics like the importance of personal sales, sales management responsibilities, sales planning, recruitment, reporting, roles of sales managers, salesmanship, sales goals, SPIN selling model, transactional selling process, market demand analysis, and identifying product niches. The key points are that sales management involves coordinating resources to achieve sales goals, and sales managers are responsible for planning, budgeting, recruiting staff, and ensuring targets are met.
This document provides an introduction to marketing. It defines marketing as "the management process which identifies, anticipates and supplies customer requirements efficiently and profitably." It discusses the importance of understanding customer needs, wants, and demands, and using market research and planning to develop products and services that satisfy customers. The goal of marketing is to create long-term customer loyalty and satisfaction through an ongoing exchange process between customers and businesses.
This document discusses optimizing sales opportunity management through improving sales processes and opportunity planning. It poses 12 critical questions for sales leaders to ask regarding their approach. Specifically:
- The document advocates for a rigorous "Win Lab" approach to opportunity planning that is collaborative, generates ideas/strategies, and produces action plans. It emphasizes focusing resources on important opportunities.
- It argues that opportunity planning must be collaborative, drawing on different strengths to uncover buyer needs, solutions, value propositions, and strategies.
- It also stresses that a well-defined sales process, with guides and checklists, enhances seller judgment rather than limiting it. The document outlines levels of process maturity and strategies for improvement.
1. Identify your triggers. Notice what situations cause debilitating emotions and write them down.
2. Challenge irrational thoughts. When a trigger occurs, pause and evaluate your thoughts rationally before reacting.
3. Practice facilitative responses. Rehearse constructive responses to triggers until facilitative emotions become a habit.
This document provides an overview and definitions of key marketing concepts. It discusses the evolution of marketing from focusing on production to considering customer needs and wants. Marketing is defined as exchange activities conducted to satisfy human wants and achieve organizational objectives. The key stages in marketing's development included the production, sales, marketing department, and modern eras. The marketing concept focuses on determining customer needs and adapting to satisfy them, unlike the product and sales concepts. For marketing to occur, there must be parties with needs, a way to communicate, and something to exchange. A firm's marketing mix and environmental variables must be considered when developing strategies.
Entrepreneurs discover market needs and launch businesses to meet those needs, taking risks and driving innovation. Small businesses are defined by employee count, sales, and assets, though definitions are arbitrary. Successful entrepreneurs are committed, take leadership roles, seek opportunities, tolerate risk and uncertainty, are creative and adaptable, and are motivated to exceed goals. Integrity is essential for entrepreneurial success by creating value for customers and avoiding distortions from excessive financial focus. The right small business considers individual strengths and the type of business. Franchises provide training, financial assistance, and proven methods but with fees and restrictions.
This presentation covers the key trends that will impact B2B sales and marketing in 2015 and beyond. Key trends include a focus on sales metrics, social media, sales and marketing alignment, buyers funnel and importance of prompt lead follow-up.
This document provides an overview of the Marketing Management I course taught by Dhruva Chak. It includes the course textbooks, assessment criteria with weights, definitions and concepts of marketing from various experts, and discussions on key topics like the marketing process, selling vs marketing, the importance of marketing, what is marketed, key customer markets, and core marketing concepts. The assessment is based on online tests, a case study, group project, and an end-term exam.
This document provides an overview of the Marketing Management I course taught by Dhruva Chak. It includes the course textbooks, assessment criteria which is 50% from an end term exam, and marketing definitions from various sources including the Chartered Institute of Marketing, American Marketing Association, Philip Kotler, and Peter Drucker. Key marketing concepts are also summarized such as the marketing process, the difference between selling and marketing, that marketing is a frame of mind for an entire organization, and why marketing is important.
The document outlines the key objectives and concepts related to personal selling and sales promotion. It discusses the role of salespeople, the four sales channels, and trends in personal selling like relationship and consultative selling. The document also describes the three basic sales tasks, the seven steps in the sales process, and the seven functions of a sales manager. Finally, it discusses the role of ethics in personal selling and provides an overview of consumer-oriented and trade-oriented sales promotions.
1A producer might use a pulling policy rather than a pushing .docxhyacinthshackley2629
A producer might use a pulling policy rather than a pushing policy if intermediaries are reluctant to handle a new product, its sales force is successful getting retailers to handle its existing product, and it has a limited promotion budget for a high-tech product aimed at a small market. The primary purpose of branding is to identify a product. Genetech wants to achieve a rapid return on its investment in a new patented product, so it should set a sales-oriented pricing objective. More than 600,000 loyal Apple customers signed up in advance to purchase the iPhone4, demonstrating routinized response behavior.
Sales and The Buyer: Why You Should Let the Buyer Design Your Sales OrganizationCraig Rosenberg
The document discusses how companies should design their sales organizations and processes around their buyers' preferred buying experiences. It argues that most sales questions are best answered by understanding the buyer's perspective. Mapping the buying experience reveals how buyers want to purchase and allows tailoring sales and marketing accordingly. Rather than imposing standard sales models, companies should craft processes that facilitate each buyer's unique journey. Organizing sales teams to enable the desired buying process leads to more successful outcomes than traditional sales approaches.