LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHI Two Year Full- Time Post Graduate Diploma in Management Trimester

V Course Code: 125210 Academic Session: 2012-13 Course Objective: This course seeks to provide the students with insights into basic functions of managing the sales force and distribution channels with the objective of maximizing the efficiency and effectiveness of the firms revenue generating arm. The course is primarily based in the Indian context supplemented by international experience wherever needed. The learning from this course will enhance the managerial decision making capabilities of the students in these areas. Module No. 1. Session No. /s 1 2 Topic & Readings Introduction to Sales & Distribution Management Evolution of sales mgmt, Economic Development & selling Environment, Nature & importance of sales mgmt, Role & skills of modern sales managers, Types of sales mgrs/sales mgmt positions, Sales objectives, strategies & tactics, Emerging trends in sales mgmt, Linking sale & distribution mgmt, Role of intermediaries Readings: Stanton, William, Buskirk Richard, et al, 2006, Management of a Sales Force, Ch-1, Pingali Venugopal, 2008, Sales & Distribution Management, Ch-3 Case study: Vishal Julkas Dilemma 2. 3-4 Personal Selling: Preparation & Process Introduction: The psychology of selling, Buying decision process, Buying situations or types of purchases, Types of personal selling, Selling skills- communication, listening, Conflict resolution, negotiation, persuasion and objection handling, Selling process (for B2B & B2C) Readings: Ingram, La Forge, et al,, 2010, Professional Selling, Module 1,2,3,4,5 Ingram, La Forge, et al, (2006). Sales Management Analysis & Decision Making, Module 1, 2 Stanton, William, Buskirk Richard, et al, 2006, Management of a Sales Force, Ch-1, 2 Case study: The Cornell Co Course Title: Sales and Distribution Management Instructor: Prof. Shelendra K. Tyagi/Prof Praveen Gupta

(Stanton, William, Buskirk Richard, et al, 2006, Management of a Sales Force, Ch-1,) 3. 5 Planning the Sales Effort Sales Planning, Sales Budgets, Estimating Market Potential and Forcasting Sales, Sales Quotas, Sales and Cost Analysis Readings: o Stanton, William, Buskirk Richard, et al, 2006, Management of a Sales Force, Ch 7,8 o Dalrymple, Douglas J., Cron William L., 2010, Sales Management: Concepts and Cases, Ch-6 Case study: IBM: Make it your Business, Harvard Business School 4. 6 Preparing groundwork for Managing sales force Managing sales information Types of sales, Information, Sales force automation techniques, Demand and Sales forecasting, Trend projection, Managing Sales territory Size, allocation and design, Marketing implications for territory design, Target setting Readings: o Stanton, William, Buskirk Richard, et al, 2006, Management of a Sales Force, Ch 3,14, 15, 16 o Dalrymple, Douglas J., Cron William L., 2010, Sales Management: Concepts and Cases, Ch-5,7,9 Case study: Matsushita Electric Corp (Stanton, William, Buskirk Richard, et al, 2006, Management of a Sales Force, Ch-2) Neptune Plumbing Co. (Stanton, William, Buskirk Richard, et al, 2006, Management of a Sales Force, Ch-15) 4. 7-8 Managing Sales Force What is Assessment centre, designing assessment centre and how is the assessment centre organized? Training the Sales Force Objective, Training process, designing sales Training programme, art of persuasion, Deployment, Coaching and counseling wheel, Vacant territory management, Key Account Management concept and framework Case study: E-Collaborative Networks: A Case Study on the new of the sales force Readings: peter cheverton , 2005, Key Account Management, 2nd Edition, Kogan Page 5. 9 Motivation and Compensation

Motivation Nature, importance, process of motivation, Factors influencing motivation, Compensation Types of compensation plan, Steps in designing the plan, Evaluation Types of performance appraisal. Improving the efficacy of Sales Management. Readings: Stanton, William, Buskirk Richard, et al, 2006, Management of a Sales Force, Ch 7,8,9,17,18, Dalrymple, Douglas J., Cron William L., 2010, Sales Management: Concepts and Cases, Ch 15 Case Study: Evaluation of Telemarketing Reps. (Stanton, William, Buskirk Richard, et al, 2006, Management of a Sales Force, Ch-19) 6. 10 Negotiation & Margin Management Pricing Waterfall, Bargaining, Negotiations Tactics, Negotiation Skills Role Play Readings: Ian C MacMillan, 1980, Negotiation Strategy Formulation: Political Concepts, West Publishing Co. James K Sebenius, 2001, Six Habits of Merely Effective Negotiators," Harvard Business Review, Vol. 79, No. 4, Benson, Kasturi Rangan, Rowland & Elliot, 1987, Manage Customers for Profits (Not just for Sales), Harvard Business Review Magazine, Sept-Oct 1987 7. 11-12 Distribution An Introduction Indian Channel Environment. Distribution Strategy setting objective, finalizing channel activity, Role of each channel member, organizing them, developing policy guidelines for day to day operations, Channel Integration, Channel Information System Case study: Channel Strategy - The case of Asian Paints, V S Ramaswamy & Namakumari, 2009, Marketing Management, Global Perspective Indian context 4th Edition, Ch 29) 8. 13-14 Designing and Managing Distribution Designing marketing channels - Different tiers and cost- revenue analysis of each, Branding of channels, Managing Channel member behavior, Channel Conflict, Long term inter firm relationship, Channel Evaluation

Case study: Channel Management - The case of Titan Watches, (V S Ramaswamy & Namakumari, 2009, Marketing Management, Global Perspective Indian context 4th Edition, Ch 30) Channel Evaluation - Castrol India Ltd (Pingali Venugopal, 2008, Sales & Distribution Management, Ch16, Pg 251) Readings: Anne T. Coughlan, 2009, Marketing Channels, Ch - 9

9.

15-16

Physical distribution system Physical distribution concept and objectives, Components of physical distribution, transportation, inventory management and control, warehousing, emerging concepts in supply chain management

10

17-18

Channel institutions Retailing & wholesaling, Urban/Rural retail formats, Internet as a Channel & e-retailing, Cash-n-carry, Technology in retailing, Franchising- Concepts, opportunities Multiplex Marketing and Distribution, NGO Marketing Case Study: Retailing Success The case of Pantaloon (V S (Ramaswamy & Namakumari, 2009, Marketing Management, Global Perspective Indian context 4th Edition, Ch 32)

11.

19-20

Real life project presentation

For sessions 11-18, refer to Anne T. Coughlan, 2009, Marketing Channels, Pedagogy: The course will comprise of lectures and case discussions followed by role plays. Structured role plays will help students have the real feel of the selling situations. Article review of landmark articles will further add to the knowledge base of the students. Interaction with corporate will be encouraged to understand and appreciate real life problems in this area and develop real life cases. A viva-voce of the end term project will be conducted to analyze the understanding of the students. Evaluation Parameters: End term Examination Internal Evaluation End term Project Case presentation - 60 % - 40% 10 5

Class Test (Quiz) Class participation Role play Individual assignment Group Assignments:

5 5 5 10

Role play on hard selling. End Term Project on analyzing the sales organization, selling processes and distribution system in any one organization selected by the students at the beginning of the course. The evaluation will be done on the basis of presentation and viva-voce.

Additional Readings: Still, Cundiff & Giovanni, 2008, Sales Management, Decisions, Strategies and Cases, PHI. Vincentis De & Rockham, 2008, Rethinking the sales force, TMH Panda& Sahdev, 2008, Sales and Distribution Management, OUP Delhi. Bert Rossenblum, 2003, Marketing Channels: A Management View Lou E Pelton , 2001, Marketing Channels: A Relationship Management Approach Ziglar, Zig, 2006, Selling 101: What Every Successful Sales Professional Needs to Know. New York: Nelson (Thomas) Publishers,U.S.. p. 96 pages. ISBN 978-0785264811. Ziglar, Zig, 2007,Secrets of Closing the sale. Fleming H.Revell Co.

Article Reviews: Chanco Lawrence B, 1993, Sales Training: Status and needs, Journal of Personal selling and sales management, 13(4), pp81-86. Muczyk, Jan P and Gable, Myran, 1987, Managing sales performance through a comprehensive P.A. system, Journal of personal selling & sales Management, 7, May 1987, pp 41-52 Murtha, Kerry Rotenberg, 1993, What common mistakes do your sales people Sales & marketing Management May pp 125-128 Frazier G L and Seth J, 1985, An Attitude behavior framework for distribution channel Management, Journal of Marketing, vol-49, pp70-78 Candice R. Hollenbeck, George M. Zinkhan, Warren French, And Ji Hee Song, 2009, ECollaborative Networks: A Case Study On The New Role Of The Sales Force, Journal Of Personal Selling & Sales Management, Vol. Xxix, No. 2, Pp. 125136. Bill Sichel, Forecasting Demand With Point Of Sales DataA Case Study Of Fashion Products, The Journal Of Business Forecasting, Winter 2008-2009 Case Study: Developing An Effective Compensation Plan, VELOCITY, 2008 Strategic Accounting Management Association.