MARKETING
MANAGEMENT
By
Shailesh Jadhav
PERSONALITY TRAIT REQUIRED BY A
GOOD SALESPERSON
Dominance
Achievers
Affiliation
Creativity
Exhibitionism
Problem Solving
ROLE OF SALESPERSON
Diagnostic
Analyst
Information Provider
Strategist
Tactician
Change Agent
SELLING THEORIES
Stimulus Response Theory
Product Oriented Selling
Need Satisfaction Theory
SELLING PROCESS
Opening of a Call
Need Explanation
Presentation
Managing Objection
Closing of the Call
SALES MANAGEMENT
SALES - DEFINITION
- A sale is the pinnacle activity involved
in selling products or services in
return for money or other
compensation. It is an act of
completion of a commercial activity.
- Sales is everything that you do to
close the sale and get a signed
agreement or contract.
-
SALES AND MARKETING
WHAT'S THE DIFFERENCE?
Sales Marketing
Sales starts with seller & Marketing starts with the
is preoccupied all the time buyer and focuses
with the needs of the seller constantly on the needs of
Emphasizes on saleable the buyer
surplus available with the Emphasizes on
company identification of market
Seeks to convert products opportunity
in to cash Seeks to convert customer
Views business as – goods needs in to products
producing process Views business as – a
Sales views the customer customer satisfying
as the last link in the process
business Marketing views the
customer as the very
purpose of business
OBJECTIVES OF SALES FUNCTION.
To achieve Sales Targets
To achieve Market share targets
To manage dealer network
To organize sales training
To handle customer complaints
To manage Sales promotion campaigns
To effectively cover market
SALES MANAGEMENT…
Managing Sales Force
Offering Sales Training
Managing Channel partners
Managing Direct sales
Managing Sales Promotion
Managing Sales Territories
Managing Sales Targets
PRICING DECISION
IMPORTANCE OF PRICING
Diminishing Product Differentiation
Inter firm Rivalry
Mature Products and Markets
Customer’s Value Perception
Inflation in the economy
Changing the Customer Value perception of the Product
Change the quantity of money or goods or service to be paid
by buyer
Change the quality goods or services
Price changes through promotion and discounts
By making changes in any of the following:
PRICING OBJECTIVES
PRICING METHODS
PRICING STRATEGIES
Skimming Pricing Strategy
Penetration Pricing Strategy
Differential Pricing Strategy
Geographic Pricing Strategy
Product Line Pricing Strategy
WHAT IS DEMAND FORECASTING
IMPORTANCE OF DEMAND
FORECASTING
Crucial to supplier, manufacturer or retailer
Business decisions
Planning for future finished goods
Accurate demand forecasts lead to efficient
operations and high levels of customer
service
Improve quality & effectiveness of product
FACTORS DETERMINING
DEMAND FORECASTING
Time factor
Level of forecasting
General or Specific forecasting
Problems & methods of forecasting
Classification of goods
Knowledge of different market
conditions
Other factors
LEVELS OF DEMAND FORECASTING
1) Micro Level- Demand forecasting by
individuals business firm for forecasting the
demand for its product.
2) Industrial Level- Demand estimate for the
product of the industry.
3) Macro Level- Aggregate demand forecasting
for industrial output at the national level- it
is based on the national income/ aggregate
expenditure of the company.
APPROACH OF
FORECASTING
Qualitative
FORECASTIN
G
Quantitativ
e
