Video-Enhanced On-Line Sales and Marketing Management

Modules Title:

Module 1 - Sales and Marketing: Sales Perspective
Module 2 - Sales and Marketing:Sales Environment
Module 3 - Sales and Marketing:Sales Techniques
Module 4 - Sales and Marketing:Sales Management

Course Contents:

Module 1 - Sales and Marketing: Sales Perspective

• 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