Sales and Marketing Management-(Diploma-Postgraduate)

Course Contents, Concepts and Issues

Development and Role of Selling in Marketing

Characteristics of Modern Selling

Business to Consumer Markets (B2C)

Different Types of Consumer Markets

Fast Moving Consumer Goods (FMCG)

Semi-Durable Consumer Goods

Durable Consumer Goods

Types of Selling

Business to Business (B2B)

The Duties and Responsibilities of a Sales Manager

Marketing Segmentation and Targeting

The Marketing Mix

Price

Product

Promotion

Place

The Product Life-Cycle Curve

Sales Strategies

Marketing Analysis or Marketing Audit

The Planning Process

The External Audit consists of an Analysis of Broad Macro-Environment Trends

Political

Economic

Socio-Cultural

Technological (PEST)

Hierarchy of the Marketing Plan

Contribution of the Sales Function

The Promotional Mix

Advertising

Sales Promotion

Publicity/Public Relations

Personal Selling

Direct Marketing

Interactive/Internet Marketing

Stages in the Buying Process

Module 2: Sales Environment

Consumer and Organisational Buyer Behaviour

Differences between Consumer and Organisation Buying

Consumer Buyer Behaviour

Who is Important in the Buying Decision?

How do they Buy?

What are they Choice Criteria?

Where do they Buy?

What do they Buy?

The Organisation Decision-Making Process

Who Buys?

Initiator

Influencer

Decider

Buyer

User

Influences on Organisational Purchasing Behaviour

Factors Affecting the Consumer Decision-Making Process

The Buying Situation

Personal Influences

Social Influences

The Product Type

Materials

Components

Plant and Equipment

Products and Services for Maintenance, Repair and Operation (MROs)

Developments in Purchasing Practice

Just-in-Time Purchasing (JIT)

Centralised Purchasing

Systems Purchasing

Reverse Marketing

Leasing

Sales Settings

Behavioural Forces

Rising Consumer and Organisational Buyer Expectations

Customer Avoidance of Buyer-Seller Negotiations

Expanding Power of Major Buyers

Globalisation of Markets

Fragmentation of Markets

Managerial Forces

Employing Direct Marketing Techniques

Improving Co-operation between Sales and Marketing

Encouraging Sales People to Attend Training Programmes and Acquire

Professional Qualifications

Characteristics of Sales Channels

Direct

Selective

Intensive

Exclusive

Types of Production

Job (or unit or project) Production

Batch Production

Flow (or mass or line) Production

Process (or continuous) Production

Public Relations (PR)

Effective Public Relations

International Selling

International Selling at Company Level

Organisation for International Selling

Multinational Marketing

International Marketing

Exporting

Direct Methods of Overseas Selling

Subsidiary Companies

Joint Ventures

Direct Selling

Law and Ethical Issues

Terms and Conditions

False Descriptions

Ethical Issues

Bribery

Deception

The Hard Sell

Reciprocal Buying

Module 3: Sales Techniques

Sales Responsibilities and Preparations

Sales Responsibilities

Prospecting

Database and Knowledge Management

Self-Management

Handling Complaints

Providing Service

Relationship Management

Sales Presentation Planning

Key Responsibilities of Sales People

Preparations for Sales Negotiations

Assessment of the Balance Power

Determination of Negotiating Objectives

Concession Analysis

Proposal Analysis

Personal Selling Skills

The Personal Selling Process

Dealing with Objections

The Level of Buyer’s Purchase Intentions throughout a Sales Presentation

Closing the Sale

Key Account Management

What is Key Account Management?

Traditional (Bow-Tie) Buyer-Seller Relationship

Key Account (Diamond) Based Relationship

Key Account Relational Development Model

Advantages of Key Account Management to Sellers

Close Working Relationship with the Customer

Better Follow-up on Sales and Service

More in Depth Penetration of the DMU

Higher Sales

The Provision of an Opportunity for Advancement for Career Salespeople

Lower Costs

Co-operation

Integrated Systems

Disadvantage and Dangers of Key Account Management to Sellers

Advantages of Key Account Management to Customers

Improved Service

Improved Communication and Co-ordination

Improved Terms

Avoidance of Switching Costs

Customised Offerings

Integrated Systems

Co-operation on Research and Development

Key Account Planning System

Potential Dangers for Customers

Relationship Selling

Internal to External Focus of Total Quality Perspective

Marketing Information System

Direct Marketing

What is Direct Marketing?

Methods of Direct Marketing

Direct Mail

Telemarketing

Direct Responsive Advertising

Electronic Media

Catalogue Marketing

Inserts

Door-to-Door Leafleting

Text Messaging

Database Marketing

Typical Information Stored on a Database

Information on Actual Potential Customers

Transactional Information

Promotional Information

Product Information

Geodemographic Information

Setting Campaign Objectives

Financial

Communications

Marketing

Creative Decisions

Communication Objectives

Target Market Analysis

Brand Benefits and Weaknesses

Development of the Offer

Message Communication

Action Plan

Campaign Execution and Evaluation

Internet and IT Applications in Selling and Sales Management

Four Levels of E-Commerce

Integrate

Transact

Interact

Publish

Module 4: Sales Management

Recruitment and Selection

The Importance of Selection

Preparation of the Job Description and Specification

The Title of the Job

Duties and Responsibilities

To Whom They will Report

Technical Requirements

Location and Geographical Area to be Covered

Degree of Autonomy

Stages in the Recruitment and Selection Process

Identification of Sources of Recruitment and Methods of Communication

Main Sources of Recruitment

Designing an Effective Application Form and Preparing a Shortlist

Motivation and Training

Hertzberg

Physical Working Conditions

Security

Salary

Interpersonal Relationships

Vroom’s Expectancy Theory

Expectancy

Instrumentality

Valence

Adam’s Inequity Theory

Monetary Rewards

Workload

Promotion

Degree of Recognition

Supervisory Behaviour

Targets

Tasks

Leadership

Training Programme

Components of Training Programme

Criteria Used to Evaluate Training Courses

Organisation and Control

Sales Territory

Compensation and Sales Volume

Sales Forecasting and Budgeting

Marketing Forecasting

Short-term Forecasts

Medium-term Forecasts

Long-term Forecasts

Diffusion Models

The Budgetary Process

Sales Force Evaluation

Sales Force Evaluation Process

The Central Role of Evaluation in Sales Management

Attainment and Setting of Objectives

Compensation

Training

Motivation