2. AGENDA
• Needs
• Wants
• Demands
• Market
• Marketing
• Concepts of Marketing
• Sales force management
3.
4. • Needs:
– Felt deprivation
• Wants:
– Form of needs shaped by culture and personality
• Demands:
– Wants backed by buying power
• Value:
– Benefits gained versus costs of obtaining product
• Satisfaction:
– Degree of meeting consumer’s expectations
5. • Exchange:
– Trade of value between parties
• Transaction:
– Two things of value
– Agreed-upon conditions
– Time/place of agreement
• Relationship:
– Creating and maintaining relationships.
• Market:
– Set of actual or potential buyers
6. MARKETING
• According to American marketing Association
“Marketing is the performance of business activities that
direct the flow of goods and services from producer to
consumer or user”.
• According to Philip kotler, “Marketing is a societal
process by which individuals and groups obtain what
they need and want through creating, offering and feely
exchanging products and services of value with others”.
7. Concepts of Marketing
• Production concept
• Product concept
• Sales concept or Selling concept
• Marketing concept
• Societal marketing concept
8. Production Concept
• Its one of the oldest concepts.
Assumption:
• According to production concept the underlying assumption
is that consumer will prefer products that are widely
available and inexpensive.
Focus:
• Achieving high production efficiency.
• Low costs
• Mass distribution
Drawback:
• Customer doesn’t always buy products which are in
expensive and easily available.
9. Product Concept
Assumption:
• The underlying assumption of this concept is that the
buyers can appraise the quality, features and performance of
the product.
Focus:
• Making superior products.
• Improving the products over time.
Drawback:
• Customers may not buy a product just because it is of high
quality unless they need it.
Example:
• Hair dye.
10. Sales or Selling Concept
Assumption:
• Selling concept holds the view that the consumers if left
alone, will ordinarily not buy the company’s products
unless aggressive selling and promotion effort are made.
Focus:
• A thorough and vigorous marketing strategy in order to
convince consumers.
Drawbacks:
• Seller relies on buyer manipulation.
• All buyers cannot be manipulated and a buyer cannot be
manipulated many times.
11. Marketing Concept
• Developed in mid 1950’s.
Assumptions:
• Policies and programs must be customer
oriented.
Focus:
• It is mainly focused on the customer needs of
the target market.
Drawback:
• It has led to many social and environmental ills
like pollution, drug abuse etc.
12.
13. Societal Marketing Concept
• It includes social goals in the need of satisfaction
process.
– Determine needs/wants of target markets
– Deliver desired satisfactions
– More efficiently and effectively
– Maintain or improve consumer’s and society’s well-
being
14. Sales Force Management
• Sales force management: the analysis,
planning, implementation, and control of sales
force activities.
• Sales force structure:
– Territorial sales force structure
– Product sales force structure
– Customer sales force structure
– Complex sales force structure
• Other issues:
– Outside sales
force
– Inside sales
force
– Team selling
15. • Recruiting: finding a pool of qualified applicants from which to
make a selection decision
– Sources: internal, competitors, suppliers, educational
institutions, employment agencies, classified ads, and
websites
• Selection: choosing the candidate with the highest probability of
success in the position
– Methods: intelligence/personality testing, interviews, role play
exercises, references, and background checks
16. • Training: investing in the human capital of the company, helping
sales people to become more productive employees
– Objectives of training can be to learn:
• Company history and culture
• Products and their application
• Selling skills such as prospecting, questioning, closing, and
time and territory management
17. Supervising Salespeople
• Supervision is used to direct and motivate salespeople
• Companies will vary in how closely they supervise their
salespeople
• Tools used:
– Call reports and plans
– Time-and-duty analysis
– Sales force automation systems
• Motivating salespeople:
– Organizational climate
– Sales quotas
– Sales meetings
– Reward systems
18. Evaluating Salespeople
• Measuring performance and providing feedback
• Information collected and used for evaluation
purposes:
– Sales reports
– Expense reports
– Call reports
• Territory reviews may be
conducted to discuss
performance
• Standards of performance need
to be clearly articulated to
salespeople
• Focus on behaviour
