MODULE - 5
OUTLINE:
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- Sales management job
- Standard sales management process
- International sales management
- International market selection
- Market survey approach or strategy
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SALES MANAGEMENT JOB
CLASSIFICATION OF SALES JOB
- Sales Development Job.
- Sales Support Job
- Sale Maintenance Job.
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CLASSIFICATION OF SALES JOB
- Sales Development : Order getters
- Sales Support : Promotional/training
- Sale Maintenance : Receiving or Delivering the order
SALES MANAGEMENT PROCESS
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Formulation of a Strategic Sales Management Programme
The strategic sales programme should consider the environmental issues affecting the business. should organize and plan the company's overall personal selling efforts and integrate these with the other elements of the firm's marketing strategy.
Implementation of a Strategic Sales Management Programme
It involves selecting appropriate sales personnel, training them, leading them and motivating them, designing and implementing of policies and procedures that will direct the efforts of the salespeople towards achieving corporate objectives.
Evaluation and Control of Sales Force Performance
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It involves developing methods and practices for monitoring and evaluating the individual and group sales force performance. This entails taking corrective steps either in formulation or in implementation programmes to achieve the desired corporate goal.
Figure 1.8 The sales management
The environment
The external environment
Potential customers
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Competition
Legal and political environment
Technological environment
Natural resource
Social and cultural environment
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The internal environment
Objectives and missions
Human resources
Financial resources
Capacity utilization and production
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processes
Innovation cycles and research
development activities
Marketing strategy
Product and product lines
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Pricing policy
Distribution strategy
Promotion policy
Advertising and sales promotion
Sales management functions
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Account management policy
Sales force organization
Sales planning, forecasting, and quota setting
Sales deployment design, planning
Figure 1.9 Formulation of a sales management programme
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Sales management functions
Determinants of the salespeople's performance
Outcomes
Supervision
Sales-persons' view of job requirements, role perceptions
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Environmental variables
Selection and recruitment of sales personnel
Aptitude
Sales training
Skills
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Motivating the sales force Compensation system
Motivation level
Reward system
Performance
Sales volume
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Quota allocation
Selling expenses
Profitability of customer
Level of customer service
Sales reports
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Ethical practice
Figure 1.10 Implementation of strategic sales management programme
THE SALES MANAGEMENT PROCESS
Sales plan formulation
Setting objectives
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Organizing the salesforce
Developing account management policies
Sales plan implementation
Salesforce recruitment and selection
Salesforce training
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Salesforce motivation and compensation
Evaluation and control of the salesforce
Quantitative assessment
Behavioral evaluation
INTERNATIONAL SALES MANAGEMENT
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ENTRY STRATEGIES IN INTERNATIONAL MARKET
- Exporting - Direct/Indirect
- Joint Venture
- Acquisitions
- Turnkey operations- Building/ Software
- Licensing
- Franchising
- Strategic alliance
- Free Trade Zone
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INTERNATIONAL MARKET SELECTION
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PROCESS OF INTERNATIONAL MARKET SELECTION
- Determine International Marketing (IM) Objective
- Country Identification
- Preliminary Screening
- Detailed Investigation
- Final selection
- Direct Experience
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MARKET SURVEY APPROACH OR STRATEGY
- A market survey is an objective and systematic collection, recording, analysis and interpretation of data about existing or potential markets for a product/service.
FACTORS EFFECTING MARKET SURVEY:
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- Size of the market
- Pattern of demand
- Market structure
- Buying habits and motives of buyers
- USP of product/ service
- Past & present trends
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SIGNIFICANCE( IMPORTANCE OF MS APPROACH)
- Cost effective
- Data collection
- Accuracy
- Flexibility
- Versatility
- Sample size
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PRACTICES IN ISM
- Recruitment of sales person
- Selling approach
- Origin of sales person.
- Sources of recruitment
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- Selection of sales person
- Education
- Religion
- Ethnic composition
- Social classification
- Socio- Economic development
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- Training and development of sales person
- Sales Incentives and compensation
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Why companies benefit from selling overseas?
REASONS
- Trade due to non availability of product
- Trade due to competitive cost
- Trade due to product differentiation
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ORGANIZATION FOR IS
- Multinational marketing : It relates to companies whose business interest, manufacturing plants and offices are spread throughout the world.
- Ex : Ford, coca-cola, microsoft, Macdonalds.
- International marketing: it covers companies that have made a strategic decision to enter foreign markets.
- Exporting
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CULTURAL ISSUES IN IM
- Aesthetics
- Religion
- Education
- Language
- Social organization
- Political factors- weapon only Govt
- Cultural attitudes and values
- Cultural change
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Selling In International Market
Trade between countries occurs because of the following reasons-
- A particular product is unavailable.
- There are cost advantage by buying the product instead of manufacturing locally.
- The product offered is differentiated from local product.
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Conti......
- A company may decide to sell its product in the international market due to one or more of the following reasons-
- It has a good market domestically where growth is limited.
- International market offer large and profit opportunities.
- The company has excess capacity, which the domestic market cannot absorb.
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Conti.....
- The company has a considerable cost advantage over its international competitors.
- The company foresees increased competition in the domestic market and seeks to mitigate the risk by diversifying.
Profile of an International Salesperson
- International salesperson need to have the following additional qualities-
- The ability to speak in one or more international languages.
- The ability to adapt to foreign culture.
- The ability to act independently and decisively.
- A pleasant and amiable personality.
- The ability to understand not only the product pricing, but also financing of the sales, the instrument of payment, and foreign exchange.
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SHORT ANSWER QUESTIONS
- What do you mean by sales management job?
- Mention any two reasons to identify the right market for entry.
- What do you mean by selling in international market?
- Define multinational marketing.
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LONG ANSWER TYPE QUESTIONS
- Describe market survey approach.
- Mention some of the reasons for individuals firms to be involved in selling overseas.
- How do you classify sales job? Explain in detail sales management process.
- Discuss various strategies to enter a foreign market.
- What do you understand by international market selection? Elaborate the process of international market selection.
- Explain the practices in international sales management.
- What are the various cultural issues in international sales management?
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