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Chapter 1

Development and role of selling in marketing

David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009

Recognise the role of selling as a career. Appreciate why selling generally has a negative image. 4. Selling and Sales Management. you should be able to: 1.Slide 1. Know where selling fits into the marketing mix. Understand the implications of production. 8th Edition © Pearson Education Limited 2009 . 2. 3. David Jobber and Geoff Lancaster. 5.2 Objectives After studying this chapter. sales and marketing orientations. Identify the responsibilities of sales management.

Selling and Sales Management. Customer retention and deletion Database and knowledge management Customer relationship management Marketing the product Problem solving and system selling Satisfying needs and adding value. 8th Edition © Pearson Education Limited 2009 .Slide 1. 5. 3. 4. 6.3 Characteristics of modern selling 1. 2. David Jobber and Geoff Lancaster.

Slide 1. W.C. 8th Edition © Pearson Education Limited 2009 Source: Adapted from Moncrief. Industrial Marketing Management. 13–22 . Selling and Sales Management. 34.4 Figure 1. pp. G.W. (2005) ‘The evolution of the seven steps of selling’.1 Characteristics of modern selling David Jobber and Geoff Lancaster. and Marshall.

8th Edition © Pearson Education Limited 2009 .Slide 1.5 Business to consumer markets (B2C) Different types of consumer markets include: 1. Semi-durable consumer goods 3. Durable consumer goods David Jobber and Geoff Lancaster. Selling and Sales Management. Fast moving consumer goods (FMCG) 2.

Listening skills Follow-up sills Ability to adapt sales style from situation to situation Tenacity-sticking to a task Organizational skills Verbal communication skills Proficiency in interacting with people at all levels within an organization 8. 6. 7. 5.6 Top ten success factors in selling 1. Demonstrated ability to overcome objections 9. 4.Slide 1. 8th Edition © Pearson Education Limited 2009 . Selling and Sales Management.Personal planning & time management skills David Jobber and Geoff Lancaster. Closing skills 10. 2. 3.

2 Types of selling David Jobber and Geoff Lancaster. Selling and Sales Management. 8th Edition © Pearson Education Limited 2009 .Slide 1.7 Figure 1.

Slide 1.8 Business to business (B2B) Business to business (B2B) markets are characterised by often large and powerful buyers. purchasing predominantly for the furtherance of organisational objectives and in an organisational context using skilled/professional buyers. 8th Edition © Pearson Education Limited 2009 . Selling and Sales Management. David Jobber and Geoff Lancaster.

• salesforce evaluation and control. recruitment and training. territory design and planning. David Jobber and Geoff Lancaster. • forecasting and budgeting. salesforce size. 8th Edition © Pearson Education Limited 2009 . • salesforce selection. • motivating the salesforce.9 The duties and responsibilities of a sales manager • determining salesforce objectives and goals.Slide 1. • salesforce organisation. Selling and Sales Management.

how to ensure that the production is sold •Marketing Orientation-Identifying the needs & wants of the customers & providing products & services to satisfy them David Jobber and Geoff Lancaster.Slide 1. Selling and Sales Management.10 The marketing concept •Production Orientation-Achieving production efficiencies through large scale production & standardize products •Sales Orientation-The main issue here is not how to produce but. 8th Edition © Pearson Education Limited 2009 . having products.

• focusing of marketing and sales efforts on those segments with the greatest potential. 8th Edition © Pearson Education Limited 2009 . • the design of product and market appeals that are more finely tuned to the needs of the market.11 Marketing segmentation and targeting Benefits include the following: • a clearer identification of market opportunities and particularly the analysis of gaps in a market. Selling and Sales Management. David Jobber and Geoff Lancaster.Slide 1.

credit terms. quality and range. publicity. Selling and Sales Management. personal selling and sponsorship. channels of distribution and number of intermediaries.Slide 1. Product: features. price changes and discounts. 3. David Jobber and Geoff Lancaster. 8th Edition © Pearson Education Limited 2009 . Promotion: advertising. packaging.12 The marketing mix 1. Price: price levels. 2. sales promotion. Place: inventory. 4.

4 The product life-cycle curve David Jobber and Geoff Lancaster. Selling and Sales Management.Slide 1. 8th Edition © Pearson Education Limited 2009 .13 Figure 1.

Slide 1. 8th Edition © Pearson Education Limited 2009 .14 Factors at which innovation is taken up • Relative advantage over other products or services • Compatible with potential needs of customers • Complexity in terms of how it can be used • Divisibility in terms of how it can be tried • Communicability is the degree to which innovation can be described or demonstrated prior to purchase David Jobber and Geoff Lancaster. Selling and Sales Management.

8th Edition © Pearson Education Limited 2009 .15 Inputs to pricing decisions • Company objectives-target rate of return on capital employed • Marketing Objectives-Market Skimming vs. Selling and Sales Management. Market Penetration • Demand Consideration-More demand higher the prices & vice versa • Cost Consideration-Break even analysis • Competitor considerations David Jobber and Geoff Lancaster.Slide 1.

Selective or Intensive • Determining the level of customer serviceReduced delivery times • Terms and conditions of distribution-Minimum order quantities. Selling and Sales Management.16 Distribution • The selection of distribution channel-Exclusive. credit.Slide 1. 8th Edition © Pearson Education Limited 2009 . payment & discount terms David Jobber and Geoff Lancaster.

8th Edition © Pearson Education Limited 2009 .17 Promotion-Integrated Marketing Communications • • • • • Advertising Personal selling Public relations Direct marketing Sales promotion David Jobber and Geoff Lancaster. Selling and Sales Management.Slide 1.

Selling and Sales Management.Slide 1. 8th Edition © Pearson Education Limited 2009 .18 IMC Builds Brands David Jobber and Geoff Lancaster.

8th Edition © Pearson Education Limited 2009 . Selling and Sales Management.19 David Jobber and Geoff Lancaster.Slide 1.

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