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SALES POMOTION :
promotion done for any transaction
results in earnings.
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IX
PERSONAL SELLING IN MARKETING MIX
ROLE OF PS IN
PRODUCT
STRATEGY
¤ product development
¤ Participate in test
marketing
¤ help in product sourcing
PERSONAL SELLING IN MARKETING MIX
ROLE OF PS IN
DISTRIBUTION
STRATEGY
• CHANNEL OF DISTRIBUTION IS THE ROUTE THAT
A TITLE TO A PRODUCT TAKES FROM PRODUCERS
TO ULTIMATE USERS.
DIRECT DISTRIBUTION
INDIRECT
direct distribution isDISTRIBUTION
form of ownership indirect distribution is
transfer in which the a form of ownership in
ultimate buyer which intermediaries
acquires title directly are involved which buy
from the and resell the title.
manufacturer of the
product.
PERSONAL SELLING IN MARKETING MIX
PLANNING
Setting objectives
ORGANIZING
Setting up structures and procedures.
DIRECTING
Staffing & supervising of day to day implementation of sales policies
and programs.
CONTROLLING
SALES MANAGEMENT CYCLE
VOLUME OF SALES BY TYPE OF
SELLERS
EFFECTIVE SALES MANAGER
TRAITS ARE
TRAITS
1 CHANGE AGENTS
2 EXTERNALISTS
3 INFLUENCERS
4 DEVELOPERS
5 REVENUE ENHANCERS
6 PROACTIVE
7 INNOVATORS
8 HUSTLERS
9 SCRAMBLERS
10 NETWORK BUILDERS
11 TEAM PLAYERS
12 BOUNDARY CROSSERS
13 RESOURCE SHARERS
COMMON TITLES FOR THE FIELD SALES
MANAGER
INDUSTRIES TITLES NEED TO DESCRIBE FSM
PETROLEUM MARKETING TERRITORY SALES REPRESENTATIVES
ACCOUNT REPRESENTATIVE
RETAIL REPRESENTATIVE
TERRITORY MANAGER
AREA MANAGER
PHARMACEUTICALS DISTRICT SALES MANAGERS
SALES REPRESENTATIVE
FIELD MANAGERS
ZONAL MANAGERS
PUBLISHING DIVISIONAL MANAGERS
REGIONAL MANAGERS
SALES SUPERVISORS
TRANSPORTATION SERVICES ACCOUNT SUPERVISORS
AREA SALES MANGERS
SALES MANGERS
CORPORATIONS MARKETING MANAGER
GENERAL MANAGER
UNIT MANAGER
OFFICE EQUIPMENT SALES MANAGER
THE SALES MANAGER’S
BOUNDARY-SPANNING ROLE
LEVELS OF TRANSITION
THERE ARE 4 LEVEL OF TRANSITION IN A
SALES MANAGEMENT :
2. INDIVIDUAL CONTIBUTOR TO
FUNCTIONAL MANAGER
3. FUNTIONAL MANAGER TO REGIONAL
MANAGER
4. REGINONAL MANAGER TO NATIONAL
MANAGER
5. NATIONAL MANAGER TO GENERAL
SALES MANAGER
CRUCIAL TRAITS
FOR
FIRST – LEVEL SALES MANAGERS
Motivation -enthusiasm toward all major tasks with no
1 strong aversion to any
required tasks
2 Human relation skills
9 Intellectual ability