SALES AND DISTRIBUTION MANAGEMENT

Presented by :Kumari Anamika BM : 011092

Microcom is a UK based firm producing high quality broadcasting equipment for national channels like BBC, ITV and equipments abroad. Product is customized according to the requirement customer. Presently firm is using transactional approach to selling. Now James Vinewood ( MD of Microcom ) wants to adopt relational approach

Problem behind adopting relational approach is that the product Which has been purchased by the buyer, gets replaced by someone else. Now Microcom wil design and install the equipment and will Maintain relationship with customer before they get replaced. Microcom requires a business of 20 million in a year, so the main Focus will be on big customer those who can help them to achieve This target.

At present 30 present customer are highly satisfied with service Provided by the firm.

Transactional marketing is a business strategy that focuses on single, "point of sale" transactions. The emphasis is on maximizing the efficiency and volume of individual sales rather than developing a relationship with the buyer.

 Relationship marketing was first defined as a form of

marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions.

A1. Focus on providing value to customers. Emphasis on customer retention. The method is an integrated approach to marketing ,service and quality. Therefore it provides a better basis for achieving competitive advantage.

A2. Identify critical service issues. Set service standards for all aspects of service delivery. Develop customer communication systems. Train employees on building and maintaining good relationship with clients

THANK YOU