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SALES MANAGEMENT
Birat Shrestha
BBA Hons/Emph, KUSOM
August 20, 2018
BOOK REFERENCE
David Jobber, Geoff Lancaster – Selling and Sales Management, 8th edition
B. COMPANY ORGANISATION CHART
MARKETING ORIENTATED COMPANY
David Jobber, Geoff Lancaster – Selling and Sales Management, 8th edition
THE MARKETING CONCEPT
Marketing orientation
The marketing concept holds that the key to
successful and profitable business rests with
identifying the needs and wants of customers and
providing products and services to satisfy them
To have any chance of success, customer needs
must be placed at the very centre of business
planning
Sales orientation
The rapid worldwide increase in competition
which accompanied this, many firms adopted a
sales orientation
The main issue here is not how to produce but,
having products, how to ensure that this
production is sold
It is a ‘hard sell’ techniques
Production orientation
This era was characterized by focusing company
efforts on producing goods or services
Management efforts were aimed at achieving high
production efficiency, often through the large-
scale production of standardized items
THE SALES VS MARKETING CONCEPT
David Jobber, Geoff Lancaster – Selling and Sales Management, 8th edition
IMPLEMENTING THE
MARKETING CONCEPT
• Sales and marketing planning
• The planning process
B2C B2B
Product Branding, packaging, Customised to
logos and design; Short individual customer
PLC; Repositioning, requirements,
repackaging with quality assurance,
and product after-sales
and technical services
Price Value for money Overall value;
Tendering;
Promotion Advertising Personal selling
David Jobber, Geoff Lancaster – Selling and Sales Management, 8th edition
David Jobber, Geoff Lancaster – Selling and Sales Management, 8th edition
MARKETING STRATEGY
AND
MANAGEMENT
OF
PERSONAL SELLING
THANK YOU/BEST WISHES
Questions/Answers/Discussions