MARKETING

MANAGEMENT

By
Shailesh Jadhav
PERSONALITY TRAIT REQUIRED BY A
GOOD SALESPERSON

 Dominance
 Achievers

 Affiliation

 Creativity

 Exhibitionism

 Problem Solving
ROLE OF SALESPERSON

 Diagnostic
 Analyst

 Information Provider

 Strategist

 Tactician

 Change Agent
SELLING THEORIES

 Stimulus Response Theory

 Product Oriented Selling

 Need Satisfaction Theory

SELLING PROCESS

 Opening of a Call
 Need Explanation

 Presentation

 Managing Objection

 Closing of the Call

SALES MANAGEMENT
SALES - DEFINITION
- A sale is the pinnacle activity involved
in selling products or services in
return for money or other
compensation. It is an act of
completion of a commercial activity.

- Sales is everything that you do to

close the sale and get a signed
agreement or contract.
-
SALES AND MARKETING
WHAT'S THE DIFFERENCE?
Sales
 Sales starts with seller &
is preoccupied all the time
with the needs of the seller
 Emphasizes on saleable
surplus available with the
company
 Seeks to convert products
in to cash
 Views business as – goods
producing process
 Sales views the customer
as the last link in the
business
Marketing
 Marketing starts with the
buyer and focuses
constantly on the needs of
the buyer
 Emphasizes on
identification of market
opportunity
 Seeks to convert customer
needs in to products
 Views business as – a
customer satisfying
process
 Marketing views the
customer as the very
purpose of business
OBJECTIVES OF SALES FUNCTION.

 To achieve Sales Targets

 To achieve Market share targets
 To manage dealer network
 To organize sales training
 To handle customer complaints
 To manage Sales promotion campaigns
 To effectively cover market
SALES MANAGEMENT…

 Managing Sales Force

 Offering Sales Training
 Managing Channel partners
 Managing Direct sales
 Managing Sales Promotion
 Managing Sales Territories
 Managing Sales Targets
PRICING DECISION
IMPORTANCE OF PRICING

 Diminishing Product Differentiation

 Inter firm Rivalry

 Mature Products and Markets

 Customer’s Value Perception

 Inflation in the economy

Changing the Customer Value perception of the Product
Change the quantity of money or goods or service to be paid
by buyer
Change the quality goods or services
Price changes through promotion and discounts
By making changes in any of the following:
PRICING OBJECTIVES
PRICING METHODS
PRICING STRATEGIES

 Skimming Pricing Strategy

 Penetration Pricing Strategy

 Differential Pricing Strategy

 Geographic Pricing Strategy

 Product Line Pricing Strategy

WHAT IS DEMAND FORECASTING
 IMPORTANCE OF DEMAND
FORECASTING

 Crucial to supplier, manufacturer or retailer

 Business decisions

 Planning for future finished goods

 Accurate demand forecasts lead to efficient

operations and high levels of customer
service
 Improve quality & effectiveness of product
 FACTORS DETERMINING
DEMAND FORECASTING
 Time factor
 Level of forecasting
 General or Specific forecasting
 Problems & methods of forecasting
 Classification of goods
 Knowledge of different market
conditions
 Other factors
LEVELS OF DEMAND FORECASTING
1) Micro Level- Demand forecasting by
individuals business firm for forecasting the
demand for its product.

2) Industrial Level- Demand estimate for the

product of the industry.

3) Macro Level- Aggregate demand forecasting

for industrial output at the national level- it
is based on the national income/ aggregate
expenditure of the company.
 APPROACH OF
FORECASTING

Qualitative

FORECASTIN
G

Quantitativ
e