1 / 15

Strategic sales force management

Chapter 2. Strategic sales force management. Learning objectives. The marketing system The marketing concept and marketing management Evolution of marketing management Strategic planning. Macroenvironmental forces:

tasya
Télécharger la présentation

Strategic sales force management

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 2 Strategic sales force management

  2. Learning objectives • The marketing system • The marketing concept and marketing management • Evolution of marketing management • Strategic planning

  3. Macroenvironmental forces: Physical environmentDemography Economic conditions Sociocultural factors Political-legal factors Technology Competition Figure 2-1: A Company’s Complete Marketing System Company’s marketing mix: Product planning Price structure Distribution system Promotional activities Marketing intermediaries Marketingintermediaries Themarket Suppliers Nonmarketing resources in the firm: Production Financial Personnel Public image Research & devel. Location

  4. The marketing concept • A philosophy: 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

  5. 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.

  6. Evolution of selling in the US • Peddlers • Canvassers • Book agents • Drummers

  7. Relationship marketing • Open communication • Empowering employees • Customers and the planning process • Working in teams • Total quality management

  8. Teaching teamwork • In your opinion, which one of these (if any) would be most effective at teaching a salesperson how to be an effective member of a selling team? • Cooking class • Drum circle • Military exercise • Outdoor adventure • Ropes exercise

  9. 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

  10. Set Objectives Strategic Planning • Objectives are the broad goals around which a strategic plan is formulated. • Strategies are the plans of action. • Tactics are the specific activities that people must perform in order to carry out the strategy. Formulate Strategies Develop Tactics

  11. Company Strategy – Marketing Objectives and Strategy Company Marketing Objectives Earn 20% ROI Strategy Objectives Increase marketing share 10% Increase market share 10% Strategy Increase share of customer business

  12. Marketing Strategy – Sales Force Objectives, Strategy and Tactics Marketing Sales Force Objectives Increase market share 10% Strategy Objectives Increase share of customer business Increase share of customer business Strategy Build long-term customer relations Tactics Develop sales teams Provide bonuses for greater customer share

  13. Strategic Trends • Internet Selling • Multiple Sales Channels • Multiple Relationship Strategies • Transaction selling  Consultative selling • In this era of global warming, toxic waste, pollution, and other concerns, marketing executives must act in a socially responsible manner if they wish to succeed or even survive.

  14. Customer Relationship Management (CRM) • CRM practices • Involve a company-wide software application utilizing advanced computer- and Internet-technology. • Aggregate all information about customers into a single database. • Provide salespeople/customers access to timely and relevant information. • Allow effective management of every aspect of the buyer-seller relationship. • Require training • Only effective if salespeople embrace it and are willing to use it.

  15. Summary

More Related