Principles of marketing: Lecture 37

Principles of marketing: Lecture 37 provide students with knowledge about: sales force management; steps in the selling process; supervising salespeople; directing salesperson; motivating salesperson; motivating salespeople; evaluating salespeople;... Please refer to this lesson for details!

MGT301 Principles of Marketing

Lecture­37

of   Lecture­36

Steps in the Selling Process

Managing the Sales force

Designing Sales force Strategy and Structure

Recruiting and Selecting Salespeople

Training Salespeople Compensating Salespeople Supervising Salespeople Evaluating Salespeople

How Salespeople Spend Their Time

Administrative

Tasks 17%

Salespeople Spend Selling. 

Evaluating Salespeople

Annual Territory Marketing Plan

Annual Territory Marketing Plan

Expense Reports

Work Plan

Work Plan

Sales Report

Sales Report

Sources

of Information

Sources

of Information

– Orders

– Number of orders obtained– Average order size (units or dollars)– Number of orders canceled by customers– Sales volume

– Dollar sales volume– Unit sales volume– By customer type– By product category– Translated into market share– Percentage of sales quota achieved

– Number made on current customers

– Number made on potential new accounts– Average time spent per call

– Number of customer complaints– Percentage of goods returned

– Customer knowledge

– Execution of selling techniques

– Quality of sales presentations

– Communication skills

– Sales­related activities

Territory management: sales call preparation, scheduling, routing, and time utilization

Marketing intelligence: new product ideas, competitive activities, new customer preferences

Follow­ups: use of promotional brochures and correspondence with current and potential accounts

Customer relations

Report preparation and timely submission

 Health

 Sales  management  potential

 Ethical and  moral behavior

Recruiting Selecting Training

One­to­One  Marketing

Direct communications with carefully 

targeted individual consumers to obtain an immediate response

targeted individual consumers to obtain an immediate response

  Fastest growing promotional mix element

Direct Marketing

Better targeting reduces waste

Better targeting reduces waste

Direct Marketing Consists of Direct Connections With Carefully Targeted Individual Consumers to Both Obtain an Immediate Response and Cultivate Lasting Customer Relationships.

Most Mass Marketing

Communications  Process Differences

The New Direct Marketing Model

 Some firms use direct marketing as a 

supplemental medium

 For many companies, direct marketing  ­ 

especially Internet and e­commerce companies ­ constitutes a new and complete model for doing business

 Some firms use the new direct model as their 

only approach

 Experts envision a day when all buying and 

selling will involve direct connections between companies and their customers

Advantages of Direct Marketing

Factors Driving  Direct Marketing Growth

Predictive Modeling

Predictive Modeling

Customized Products

Customized Products

Convenience

Fragmented Markets

Fragmented Markets

Shrinking Media Audiences

Shrinking Media Audiences

Price Sensitivity

Demassification – Focus is

Toward Minimarkets

Demassification – Focus is

Toward Minimarkets

Higher Costs of Driving, Traffic

and Parking Congestion

Higher Costs of Driving, Traffic

and Parking Congestion

Consumers Lack of Time

Convenience of Ordering From Direct Marketers

Convenience of Ordering From Direct Marketers

Growth of Customer Databases

Forms of Direct Marketing

Direct Mail

Techniques of Direct Marketing

Electronic Media

Electronic Media

Direct Selling

Print Media

Print

Broadcast Media

Direct Mail

Telemarketing

Direct Mail

High Cost Per Exposure

Potential Delivery Delays

Lack of Support From Other

Environment

Customer Databases

Collection of Comprehensive Data About  Individual Customers or Prospects 

With a Focus on

Database Technology Database

Transacting With Customers. 

Database Marketing

Identifying Prospects

Deciding Which Customers Should

Receive a Particular Offer

Deciding Which Customers Should

Receive a Particular Offer

Deepening Customer Loyalty

Reactivating Customer Purchases

How Companies Use Their 

Databases ?

Enough for today. . .

Supervising Salespeople Motivating Salespeople

Evaluating Salespeople

Direct Marketing

Direct Marketing

Better targeting reduces waste

Better targeting reduces waste

Factors Driving 

Direct Marketing Growth

Forms of Direct Marketing

Customer Databases

Public Relations

MGT301 Principles of Marketing

Lecture­37