1. Chapter 4 Sales settings

2. Table 4.1 Forces affecting selling and sales management

3. Strategic customer management
Intelligence:
enhancing customer knowledge (value/identifying need/ ….)
Interface:
Customer relationship management
Integration:
Sustainable point of value delivery

4. Sales Channels Physical distribution management (PMD) Sales
Order processing
Material handling
Warehousing
Inventory control
Transportation
Packaging
Channels of distribution
Sales

5. Selecting Sales Channels
The market
Channel costs
The product
Profit potential
Channel structure
Product life-cycle
Non-marketing factors

6. Characteristics of Sales Channels
Direct
Selective

7. Characteristics of Sales Channels
Intensive
Exclusive

8. Type of Products Job production Batch production Flow productions
An item is produced for individual customer requirement
Batch production
A number of products are made at the same time, but not on a continuous basis
Flow productions
Production of identical products
Process production
Raw materials come into manufacturing process and finished product emerge at the end

9. Selling for Resale Multiples Variety chains Co-operative societies
Department store
Independence
Mail order
Direct selling

10. Franchising From manufacturer to retailers
From manufacturer to wholesalers
From wholesalers to retailers
Service firm sponsored franchises to retailer

11. Franchising Arrangements
Franchisor offers expert advice on such matters as location, finance, operational matters and marketing.
Franchisor promotes the image nationally or internationally.
Many franchise arrangements have a central purchasing system.
The franchise agreement provides a binding contract to both sides.
The franchisor often provides initial start-up and then continuous training to the franchisee.
A franchise arrangement normally requires the franchisee to pay a royalty or franchise fee to the franchisor.

12. Table 4.2 Characteristics of services and products

13. Seven Ps’ of Service Marketing

14. Sales Objectives: Sales Promotions: Techniques Cover:
encouragement of repeat purchases
building of long-term customer loyalty
encouragement of consumers to visit a particular sales outlet
building up of retail stock levels
widening or increasing the distribution of a product or brand
Sales Promotions:
price reductions
vouchers or coupons
gifts
competitions
lotteries
cash bonuses
Techniques Cover:
consumer promotions
trade promotions
salesforce promotions

15. Figure 4.1 A model of the exhibition communication process

16. Setting of Objectives Define the market
Define the value of potential purchases
Define the status of contact at whom to aim
Define the preference towards company products
Define the communication level at which to aim

17. Exhibition Products on show will depend upon the target market
Literature should not be on a self-service display
Graphics should include at least a display board featuring the product literature
An office or interview room can take up a lot of expensive display space
Refreshment facilities on the stand are good attractors
An area should be designated for storage
An expensive, eye-catching stand can be a double-edged weapon

18. Public Relations

19. What public relations is not
PR is not free advertising. Advertising complements selling. PR is informative, educational and creates understanding through knowledge.
PR is not propaganda. Propaganda is designed to indoctrinate with the aim of attracting followers.
PR is not publicity. Publicity is a result of information being made known.

20. Objectives of Public Relations
attract sales inquiries
reinforce customer loyalty
attract investors
attract merger partners or smooth the way for acquisition
attract better employees
dissolve or block union problems
minimize competitor advantage while you catch up
open a new market
launch a new product
reward key people with recognition
bring about favorable legislation