Class 8 Sales 102609 Posting

Class 8 Sales 102609 Posting - Sales and Distribution ENG...

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Sales and Distribution ENG 185A and 285A October 26, 2009 Karen Smith Bogart
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Today Channels Sales Supply Chain Guest Speaker: Caroline MacDougal, CEO and Founder, Teeccino
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Customer Discovery Blank, S. (2006), The Four Steps to the Epiphany . Cafepress.com Phase Goals Deliverables 0 Customer development, product development goals Buy-in, core values 1 Product Specs, Product description, Market, Customers, Channels, Pricing, Schedule Briefs: Product, Market, Customer, Channel, Pricing, OM 2 Test and upgrade above through “day in the life of customer” Validate. Problem presentation. Customer list and brief. Positioning brief. 3 Test product concept. Does it match customer needs? Revise product, customer list and brief, product presentation, feature/benefit list 4 Have we found the “right market”? Will it be profitable? Validate: Problem statement, PRD, Business plan, ramp
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Building Awareness Website White Papers: The need. The experts. The answer. Conferences PR: Web, print References Brochures, Data Sheets Channel support materials Merchandising Sampling
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Sales Process Customer Validation Process: Get Ready to Sell Sell to Visionary Customers Improve Positioning Verify
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Get Ready to Sell Prepare Preliminary Sales Develop Collateral Materials Choose and Prepare preliminary distribution channels Prepare Preliminary Sales Roadmap
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Channel Management Goal: Manage all functions to provide value to end customer most effectively Flow of product and information from producer to consumer Distribution: Logistics and physical distribution Roles Relationship of firms: Goals Costs Complexity
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Channel Management Effective Channels: Reduce conflict and complexity Enhances customer satisfaction Negates costs Leverage technology for efficiency Use channel members as partners
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High value of products: Need to minimize inventory in channel Rapid pace of market evolution
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Class 8 Sales 102609 Posting - Sales and Distribution ENG...

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