Chapter 2 & 3

Chapter 2 & 3 - Sales Management Strategic Sales...

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Sales Management Strategic Sales Force Management and Personal Selling Basics September 7,2011
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Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Sun Tzu, Chinese philosopher Chapter Two: Strategic Sales Chapter Two: Strategic Sales Force Management Force Management
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Strategic Sales Managers 1. A sales force is no better than its management. 2. A sales manager’s job is to get work done through other people. 3. A manager’s job is make heroes, not be one. It costs no more to hire, train, compensate, motivate and evaluate sales representatives properly.
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Figure 2-1: Figure 2-1: A company’s A company’s complete complete marketing marketing system system Macroenvironmental forces: Demography Economic conditions Sociocultural factors Political-legal factors Technology Competition Company’s marketing mix: Product planning Price structure Distribution system Promotional activities Marketing intermediaries Suppliers The market Non-marketing resources in the firm: Production Financial Personnel Public image Research and Development Location Marketing intermediaries
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The Marketing Concept Achieving organizational goals depends on the firm’s ability to identify the needs and wants of a target market, and then to satisfy those needs and wants better than the competition does. Based on three fundamental beliefs Company planning and operations should be customer or market oriented . Marketing activities in a firm should be organizationally coordinated. The goal of the organization should be to generate profitable sales volume over the long run.
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Evolution of Marketing Management Production orientation Focus on mass-producing a limited variety of products for as little cost as possible. Sales orientation Age of the hard-sell. Marketing orientation The marketing concept first emerges. Relationship orientation A natural extension of the marketing-orientation stage. The buyer and seller commit to doing business over a long time.
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Evolution of Selling in the US First American salesmen (yes, salesmen) Peddlers Canvassers Book Agents Drummers
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How do these selling styles depicted in this 1927 cartoon relate to the four stages in the evolution of marketing management?
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Relationship Marketing: Four key issues Open communication Empowering employees Customers and the planning process Working in teams Total quality management
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Integrating… …Marketing and Sales Marketing executives develop marketing strategy Salespeople implement the strategy in the field …Production and Sales Production makes what Sales sells Close integration / accurate forecasts needed, or else… Under-production dissatisfied customers Over-production excessive, costly inventory
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Sales/Marketing Disconnect Can be serious impediment Find ways to integrate sales management with the rest of the organization
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This note was uploaded on 09/16/2011 for the course MKTG 311 taught by Professor Kulick during the Fall '11 term at George Mason.

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Chapter 2 & 3 - Sales Management Strategic Sales...

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