Hello Friends,
I need the essay type answers of the following Q's as soon as possible.
1. Objectives and Functions of Sales Management
2. Importance and Functions of Distribution Management.
Thanks,
N. Rawat
Hi Friend,
Q.1.
Objectives and Functions of Sales Management
Objectives and Functions of Sales Management : -
Every business firm has certain objectives to achieve. These objectives may be very explicit and definitive, or they may be implicit or general. Although, firms have different mixes of objectives, and they do place differing emphasis, on individual ones, the typical objectives include : -
(i) profitability
(ii) sales-volume
(iii) market share
(iv) growth
(v) corporate-image.
While all these objectives are important to a business firm, the objectives, relating to sales-volume, market share and profitability, are greatly affected by the effectiveness and efficiency, with which the sales-function is managed.
Business firms, have, in fact, found that it is the most effective management objective of the firm; that must emanate out of its overall business or corporate objectives. The sales-management objectives of a business firm, generally relate to the areas of :
(i) Achieving Sufficient Sales-Volume
(ii) Providing Sufficient Profit
(iii) Experiencing Continuing Growth.
Generally, objectives of sales-management have to cover various sales-functions, in an integrated manner. These objectives are to be expressed, as far as possible, in measurable and quantitative terms, and should also be realistic and achievable. Since, there are more than one objective, these should be put, on a hierarchical manner (most- important, down to the least important). To ensure their flawless realisation, they must be congruent, i.e., they must fit together, and not be in conflict with each other. For example, suppose you ask a salesman to cut his travelling expenses, and ask him to spend more time, in the field. To make these two requirements, more meaningful, they must be linked with specific time-element.
The setting of objectives should not be based only on the judgment of the top-management. Rather, it should be formulated and finalised, with the involvement of the sales-force, at the grass-roots level. In addition, the process of setting of sales-objectives should begin, only after the company has conducted benchmark studies, to find out, as to where it stands in terms of product, brand and market-sales and market share trends (all in measurable terms).
Functions of Sales Management : -
- Analysis of markets thoroughly, including products and market research.
- Adoption of sound and defensible sales-policy.
- Accurate market or sales forecasting and planning the sales-campaign, based on relevant data or information supplied by the marketing research staff.
- Deciding about prices of the goods and services; terms of sales and pricing policies to be implemented in the potential and existing markets.
- Labelling, Packaging and packing, for the consumer, who wants a container, which will satisfy his desire for attractive appearance; keeping qualities, utility, quantity, and correct price and many other factors in view.
- Branding or naming the product(s) and/or services to differentiate them from the competitors and to recognise easily by the customer.
- Deciding the channels of distribution for easy accessibility and timely delivery of the products and services.
- Selection, training and control of salesmen, and fixing their remuneration to run the business operations efficiently and effectively.
- Allocation of territory, and quota setting for effective Selling and to fix the responsibility to the concern person.
- Sales-programmes and sales-promotion-activities prepared
- so that every sales activity may be completed in a planned manner
- Arranging for advertising and publicity to inform the customer about the new products and services and their multiple uses.
- Order-preparation and office-recording to know the profitability of the business and to evaluate the performance of the employees.
- Preparation of customer s record-card to the customer loyalty about the products.
- Scrutiny and recording of reports to compare the other competitors and to compare with the past period.
- Study of statistical-records and reports for comparative analyses in terms of sales, etc.
- Maintenance of salesman's records to know their efficiency and to develop them.
Q.2
Importance and Functions of Distribution Management.
Kindly check attachment below..
