vinay sdm mix

8/14/2019 Vinay Sdm Mix

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SDM MIX

BY : VINAY SABHARWAL

PGDM II YR.

IME


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Marketing Channel Defined

It is a set ofpractices or activities necessary to transfer theownership of goods, and to move goods, from the point ofproduction to the point ofconsumption and, as such, whichconsists of all the institutions and all the marketing activities inthe marketing process


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Marketing ChannelFunctions

Risk Taking

Contact

PhysicalDistribution

Negotiation

Matching

Financing

Promotion

Information

Marketing

Channel

Functions

Students Activity 1`

Differentiate between productand Service?


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Types of MarketingChannels

IntermediariesIntermediaries

WholesalersWholesalers

Retailers.Retailers.

Students Activity 2 List five differences between wholesalers and retailers?


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Types of Marketing ChannelsTypes of Marketing Channels In case of Consumer Goods (Zero to

Three)

Business Goods Services


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Participants in the DistributionChannel

1. Retailers

2. Wholesalers

3. Agents and Brokers4. Resident sales agents: They reside in

the country to which they sell products, but theproducts come from a variety of foreignmanufacturers.


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Wholesaling Deals in bulk It involves selling goods or services to those who buy

goods with the intention to resale or redistribute (but not

directly to the ultimate consumers). It does not include farmers and manufactures because

basically they are engaged in production.

Retailing Retailing consists of selling merchandise from a

permanent location (a retail store) in small quantitiesdirectly to the consumers. These consumers may be individual buyers or corporate. A retailer purchases goods or merchandise in bulk from

manufacturers directly and then sells in small quantitiesare known as Retail stores or shops.

Provides Through

time utility -Store location place utility -Store environment possession utility -Merchandise

selection-


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Students Activity 3

Why retailers dont buy frommanufacturers?


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Types of RetailingOrganized Retail andUnorganized Retail

Characteristics of Retailing

Offers direct interaction with customers Customer service plays a vital role in

retailing success Sales promotions are offered at this point

only In almost all countries, retail outlets are

more than any other form of business. Location and layout are critical factors in

retail business. Offers employment opportunity to all age

groups..


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3 Types of DistributionChannels

Intensive distributionIntensive distribution: Distributing aproduct through a wide variety of outlets.

Selective distributionSelective distribution: Selling through

limited intermediaries. Exclusive distributionExclusive distribution: channel policy in

which a firm grants exclusive rights to a singlewholesaler or retailer to sell its products in a

particular geographic area


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Vertical Marketing Systems

It is a system in which almost all the members of distribution channel suchas manufacturers, wholesalers and retailers work together to satisfy humanneeds and wants.

2 Types Forward integration

Backward integration.


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What is Training? It is a systematic programme of a sales organization aims at

increasing the aptitudes, skills and abilities of the selling staff. By training, the sales people will acquire new skills, technical

knowledge, problem solving ability or attitudes etc.

All types of job from time to time require some sort of training dueto emerging business complexities..

Significance of Training1. Increase in productivity

2. Optimum utilization of resources

3. Reduced Supervision & Direction

4. Heightened Morale5. Moulds employees attitude

6. Better understanding of competitive environment

7. Better understanding of products offered.

Training Methods

The choice of any of the methods depends upon several factors likecost of training, Objective of training, background of trainees etc

The various training methods are: On the job Method Off the job training.


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1- On the Job Training Method As the name suggest, it is imparted on the job and at the place

where the employee is expected to perform his duties.

Following systems are included:

1. Training by Supervisor/Seniors (Orientation)2. Understudy System

3. Position Rotation.

2- Vestibule Training Here training is not given on the job but sales people are trained on

specific jobs in a special training rooms with the help of models.

Training is given in classroom where selling conditions are created

which are similar to the actual selling environment..3- Class Room Method Here concepts, attitudes, styles, theories, product specifications, problem solving

attitudes, grievance solving techniques are learnt under typical classroominstruction method. It includes

Formal Lecture

Conference/Seminars

Workshops/Training days

Role Playing

Business Games Cases Study..

4- Apprenticeship Training Training that is mandatory by the law.


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Essentials of TrainingProgrammes

1. Economical

2. Flexible

3. Time Saving

4. Preplanned

5. Multi-method

6. Motivative

7. Systematic

8. Satisfies both employees and employers

9. Well trained recruiters


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Job Analysis Systematic study of all the facts about a job.

Studies individual elements and duties.

Includes all information related to the salary and benefits,working hours and conditions, typical tasks and responsibilitiesetc.

The results of job analysis arejob description andjobspecification..

Collection of factual materials

Completing job description blank

Preparation of job specifications

Preparation of Report

Approval of Report


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Collecting Factual Materials1. Belonging to the job environment

use of computers sitting arrangements comforts, lighting, restrictions etc; its financial obligations (salary, bonus, commission,

DA, TA, fringe benefits, incentive schemes etc);

its social environment (whether job is individual or ingroups, shifts, working hours, team work)..

2. Belonging to employees qualities

Physical demands: number of working hours, store job/field job, physical (muscular energy).

Intellectual demands: degree, diploma, workingexperience, fresher, problem solving ability.

Personality demands: look, height, spoken language,humbleness, ability to listen, working under stress,employees complaint handling....

P i J b D i ti


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Preparing Job Description It is a written statement that defines the

duties, relationships and results expected of

anyone in the job. It is an overall view of what is to be done in

the job.

Preparing Job Specifications

It is an analysis of the kind of person it takesto do the job. Typically this would include

Degree of education

Desirable experience

Specific Skills required

Health Considerations..


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Recruitment Defined

According to Werther and K. Davis:

It is the process of finding and attracting

capable applicants for employment. Theprocess begins when new recruits are soughtand ends when their applications are submitted.

The result is a pool of applicants from which

new employees are selected


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Sources of Recruitment1. Internal

Current Sales Personnel References Company Executives Internal Transfers..

2. External Direct Applications Advertisements Employment Agencies / Consultants Educational Institutions / Universities Employees of Customers Online Job Portals & Websites Sales Force of Competing Companies

S l ti D fi d


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Selection Defined It is the process by which qualified and suitable

employees are selected and placed A tool in the hands of the management to differentiate

the suitable and unsuitable applicants by applyingvarious techniques such as group discussions,personal interviews, game tests etc..

Receipt of applications

Scrutiny of applications received

Employment test (written and psychological)

Selection/InterviewReference check

Final Appointment

Medical fitness check


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Recruitment Vs Selection

Both are the two phases of the employment process.

1. Recruitment is searching and stimulating candidatesWHEREAS selection involves the series of steps by whichthe candidates are screened for choosing the most suitablepersons for vacant posts.

2. Recruitment is a positive process i.e. encouraging more andmore employees to apply WHEREAS selection is a negativeprocess as it involves rejection of the unsuitable candidates.

3. Recruitment is concerned with tapping HR WHEREASselection is concerned with selecting the most suitablecandidate through various interviews and tests.


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Salesmanship Defined It is considered to be a form of art that involves use

of skills and experience to sell something. No salesperson is successful unless he has the

ability to positively influence the mind of theprospective customerto get the desired results;the result is measured in the terms of sustaining

and growing business by rising sales..salesman

A good salesman is one who proves beneficial toboth the sellers and the buyers. While ensuring thatthe need of the customer is suitably met, a good

salesman ascertains a profit! .


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Salesmanship Skills

Receiving and attending customers

Identifying and determining customer needs

Analyse customer motivation and behaviour

Making Sales Promotion

Ability to communicate effectively Ability to demonstrate the practice use of products

Ability to explain and demonstrate the products

Skill in assessing customers preference

Skill of displaying goods

Skill in packing the products

Handling credit and collection


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Qualities of goodsalesman

has good communication skills

a good personality

Friendly and good listener

knowledge about customers (nature, types, habits and

buying motives), the technique of selling and terms and conditions of thesale - delivery, prices, packing, credit facilities availableetc.

he also answers questions and overcomes objections.

he needs to know when is the right time to ask for thesale and he needs to follow-up with potentialcustomers...

Importance o Sa esman to t e


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Importance o Sa esman to t ebusiness

A good salesman is a great source of value addition to theproduct.

He is the one who helps the prospective customers to findcorrect products.

He indirectly creates demand and imparts knowledge to hiscustomers and also provides product demonstration.

The business is nothing without these demand creators(and/or enhancers) salesman..

Ways to enhance Salesmanship qualities By becoming more interactive with customers Speak less listen more; avoid being unstoppable speaker By having complete knowledge about the product Have good training course and never hesitate to learn

anything relevant about the job you are involved in. An effective salesmanship can help a business to grow and

an improper salesmanship can ruin a business

What are the goals of sales


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What are the goals of salesmanager? Sales Revenues

Profits Market Share Controlling Internal Costs

How do they obtain their goals? Knowledge of the sales environment Planning for sales Recruiting the sales force Training the sales force

Motivating the sales force Supervising the sales force.


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Ethical Issues Creating Ethical Corporate Structure

Relationships with Customers Relationships with Competitors Relationships with the Firm Relationships with Society.

International Considerations Ethnic Composition Religious Orientation Social Class Environment Education Gender Bias Differences in Negotiation styles

Differences in decision making Job Status and Company Protocol Perceptions of time Personal Relationships..


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DUTIES OF THE SALESMANAGER

Holds a unique position in the sales organisation. Plans, organises, directs, staffs & coordinates whole sales

organisation. He is the person who steers the wheels of sales

organisation. His status and power depends on the size of theorganisation in his charge.

In small firms the general manager or managing directorperforms this duty.

But in big manufacturing firms there usually a salesmanger. In giant sized companies for some territories and/or

products sales managers are appointed. Whatever the position of the sales manager, he is the

guiding and driving force of the sales organisation.


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Market Segmentation Defined

It is the process to divide the market into distinct

groups who have distinct needs, wants, behavior or whomight want different products & services..

Segmentation Strategies

Mass marketing (undifferentiatedmarketing): offeringthe same product to the entire consumer population

Concentrated marketing (focusedor nichemarketing): selecting one market segment, eventhough the product may also appeal to others. E.g.Doctors

Differentiated marketing: selecting two or moredifferent segments

Basis for segmentation in Consumer Markets


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Basis for segmentation in Consumer Markets1. Geographical

region of the world or country, East, West, South, North, Central, coastal, hilly, etc.

country size/country size : Metropolitan Cities, small cities, towns.

Density of Area :Urban, Semi-urban, Rural.

Climate: Hot, Cold, Humid, Rainy...

2. Demographic

Age

Gender Male and Female

family size

family life cycle

education Primary, High School, Secondary, College, Universities.

income

occupation

socioeconomic status

religion

nationality/race (ethnic marketing)

Language..3. Psychographic

Personality

Life style

Value

Attitude..

4. Behavioral

benefit sought

product usage rate brand loyalty

product end use

readiness-to-buy stage

decision making unit

profitability

income status
http://en.wiktionary.org/wiki/personalityhttp://en.wikipedia.org/wiki/Life_stylehttp://en.wikipedia.org/wiki/Value_(personal_and_cultural)http://en.wikipedia.org/wiki/Attitude_(psychology)http://en.wikipedia.org/wiki/Attitude_(psychology)http://en.wikipedia.org/wiki/Value_(personal_and_cultural)http://en.wikipedia.org/wiki/Life_stylehttp://en.wiktionary.org/wiki/personality


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Things to do at home

Find out the meaning of :

Co-operative Advertising

Creative Strategy

DAGMAR

Eye Tracking

FCC.

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