The University of Lahore (Islamabad Campus)

Lahore Business School

Strategic Marketing
Masters of Business Administration

Semester: VII and VIII

Instructor: Sumaira Irshad Email: sumaira.irshad@lbs.uol.edu.pk

Course Code: abcdef19 Course Cr. Hrs.: 3

Suppose an analysis of salesforce size and selling effort deployment indicates that a
company has a salesforce of the right size but that the allocation of selling efforts requires
substantial adjustment in several territories. How such deployment changes should be
implemented.

Sales deployment decisions are among the most important and most difficult decisions
facing sales organizations. Sales- force decision models have been developed as
analytical tools for deployment analysis, but model use poses difficult problems for
many firms.

Design a sales force structure that makes it easy to both coordinate and control the sales
process and the activities of the salespeople.
 Help the sales people achieve their goals (and reduce stress) by providing training,
coaching, incentives, information support, and performance management.
Territories
Sales territories are the customer groups or geographic districts for which individual sales people
or sales teams hold responsibility. Territories can be defined on the basis of geography, sales
potential, history, or a combination of factors. Companies strive to balance their territories, because
this can reduce costs and increase sales.
The purpose of a sales force coverage (or sales territory) metric is to create balanced sales
territories.
There are a number of ways to analyze territories. The most common approach is to assess them
based on their potential or size.
If there is a large difference between territories, or they change over time, sales people may have
either too much or not enough work. Too much work can cause the sales person to neglect some
customers, while too little could lead to over-servicing the customers.
 1. Select one of the direct marketing methods and discuss the decisions that are
necessary in developing a strategy for using the methods.

Direct marketing is a type of advertising campaign that seeks to achieve a specific action in a
selected group of consumers (such as an order, store or website visit, or a request for information)
in response a communication action done by the marketer. This communication can take many
different formats, such as postal mail, telemarketing, point of sale, etc.

One of the most interesting methods is Direct email marketing.

Example:

Touch Branding
This is a branding agency that maximizes the potential of their brands. They are in Prague and
have over 15 years of experience in global campaigns. They devised a plan for direct marketing
with an impact copy "We'll give our blood for good branding" and a graphic design that really was
up to the message. This really is one of the greatest examples of direct marketing that we have ever
seen.
For direct mail they attached with letters a "blood bag"(it was fake). The design of the email they
sent was in the same line, and the cover photo on their website was a picture with two doctors who
carried the blood bag with copy below. Actually, they matched all season long in Touch
Branding and it was a way to "hook" potential companies to be customers.

3. The ethics application highlights several aspects of ethics that are relevant to sales
people. Discuss why salespeople are more likely to be confronted with ethical issues
than manufacturing employees.
First we need to know why sales person should be ethical
Salespeople are, for the most part, caring, ethical professionals. They do face unique ethical
challenges because of their job, including how to handle unethical requests from customers and
making sure that they know and follow all company policies for interacting with customers.
For some people, ethical issues are not a problem. It is either right or wrong and, if there are grey
areas, they tend to have their own unofficial code of conduct to resolve these. For others, the sales
job creates a number of ethical dilemmas which create role stress. Individuals and management
have to decide how to approach these ethical issues. Being ethical includes being fair, truthful and
impartial and not profiting unjustly at someone else's expense.
Lets say we take an example
Deciding to play golf on a nice day, since no one knows if you are actually at work or not
In this issue , the question is whether the salesperson is cheating the company out of time and
effort. Some argue that a salesperson who is paid straight commission (paid by the sale) is not
stealing anything from the company, but others argue that even in that instance, the company is
being deprived of possible sales that would be gained if the salesperson was working.
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