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

Quali
tative

FOREC
ASTING

Quan
titati
ve