marketing management and sales force management
DESCRIPTION
Introduction to marketing management and sales force managementTRANSCRIPT
Presentation on Marketing Management
Presented by:N.N.V. Krishna kanth
I MBAALIET
AGENDA
• Needs• Wants• Demands• Market• Marketing• Concepts of Marketing• Sales force management
• 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
• 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
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”.
Concepts of Marketing
• Production concept• Product concept• Sales concept or Selling concept• Marketing concept• Societal marketing concept
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 distributionDrawback:• Customer doesn’t always buy products which are in expensive
and easily available.
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.
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.
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.
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
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
• 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
• 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
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
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