Choice of Type of Communication Personal SellingDirect MailAdvertising Directed at theDirected at theDirected at a mass individualindividualaudience Personal,Impersonal,Impersonal, direct contactdirect contactindirect contact High level ofMedium level ofLess directly adaptabilityadaptabilityadaptable Working inMore broad thanWorking in Depthdeepbreadth Two-wayOne-wayOne-way Direct feedbackNo voluntaryOrganisedfeedback Expensive perVery cheap perRelatively cheap contactcontactper contact Push effectPush effectPull effect Lecture 2 – Slide 1

Key Aspects of the Sales Managers Job 1 Defining the role and tasks of the sales function in relation to corporate and marketing objectives. 2 Selecting, training & delegating subordinates 3 Using time effectively 4 Allocating time to think and plan 5 Exercising leadership 6 Maintaining control Lecture 2 – Slide 2

Managing Sales Operations - The Strategy Level Situation Analysis Internal Environment External Environment Mission and objectives Resources Customers Channel members Competition Political, economic, social, technical Marketing Strategy and Action Plans Desired Role of Sales Operations Lecture 2 – Slide 3

Managing Sales Operations - The Tactical Level Desired Role of Sales Operations Sales operations, policies and procedures Organisation Deployment of personal selling resources Recruitment and selection Training Rewards and incentives Evaluation and control Implemented sales operations, policies and procedures Lecture 2 – Slide 4

Managing Sales Operations - Operational Level Competitive Situation Implemented Sales Operations Customer Needs Inside/outside sales key accounts customer service telemarketing home/export Lecture 2 – Slide 5

SALES OPERATIONS INTERFACE Environment Corporate and Company Marketing Strategy Competitors, Technology R and D Production Political, Economic, Purchasing Finance Social Personnel Distribution SalesAdvertising Channels Operationsand Promotion CUSTOMERS Lecture 2 – Slide 6