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Published byRegina Robbins Modified over 9 years ago
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Evaluating the Effectiveness of the Organization
Sales Management 13 Evaluating the Effectiveness of the Organization
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Marketing Audit Horizontal Audit Vertical Audit Marketing Mix Audit
Look at all elements of the marketing mix Vertical Audit Look at single element, e.g. Promotion Sales management mix
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Horizontal Audit Vertical Audit Product Price Place Promotion Sales
Advertising Promotion PR
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Benchmarking Benchmarking is an ongoing _________and _________process that compares an organization’s current operating _________with the “best _________” used by world-class organizations.
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Elements of Sales Analysis
Gathering classifying, comparing, and studying company sales data Highlights products, customers, orders, or territories where there is a concentration of sales.
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Key Decisions in Sales Analysis I
Type of evaluation system Simple (first time) vs. comparative Basis for Comparison Quota Last year’s sales Sales forecast Other territories, salespeople Type of Reporting System All comparisons Only significant deviations (both + and -)
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Key Decisions in Sales Analysis II
Sources of Information Sales _________ One of the most _________source documents Customer name, location Product, volume/$ Salesperson Salesperson call report Salesperson expense accounts Warranty cards Store audit/scanner data Diary panel
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Key Decisions in Sales Analysis III
Sales Breakdowns Geographic regions or sales territories Product, package size, grade, etc. Customer or customer size Class of customer (discounter) or distribution channel Sales method Size of order Terms of sale Financial arrangements
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Hierarchical Sales Analysis
Look at multiple levels Understand situation Top to Bottom
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Hierarchical Sales Analysis
Region 1 Company Region 2 Region 3 Region 4 District 1 Territory 1 Territory 2 Territory 3 Territory 4 Territory 5 Territory 6 District 5 District 4 District 3 District 2 Sales $50,000,000 $55,000,000 $45,000,000 $60,000,000 $8,000,000 $9,000,000 $8,500,000 $5,000,000 $9,500,000 $800,000 $900,000 $850,000 $950,000 $300,000 Additional Analysis
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