دانلود کتاب Selling & Sales Management

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Front Cover
Half Title Page
Title Page
Copyright Page
Brief Contents
Contents
List of figures
List of tables
About the authors
Preface
Acknowledgements
Part One Sales perspective
1 The role of selling
Objectives
Key concepts
1.1 Background
1.2 Nature and role of selling
1.3 Characteristics of modern selling
1.4 Success factors for professional salespeople
1.5 Types of selling
1.6 Image of selling
1.7 The nature and role of sales management
1.8 Sales and marketing orientations
1.9 Conclusions
Practical exercise: Mephisto Products Ltd
Discussion questions
Examination questions
References
2 The marketing concept
Objectives
Key concepts
2.1 The marketing concept
2.2 The marketing mix
2.3 The marketing mix in B2C markets
2.4 The marketing mix in B2B markets
2.5 Relationship between sales and marketing
2.6 Conclusions
Practical exercise: Cato Lifts Ltd
Discussion questions
Examination questions
References
3 Sales and marketing planning
Objectives
Key concepts
3.1 Sales and marketing planning
3.2 The planning process
3.3 Marketing planning
3.4 Generating and selecting strategies
3.5 Selling in the marketing plan
3.6 Influence of marketing plan on sales activities: strategies and tactics
3.7 Conclusions
Practical exercise: Auckland Engineering plc
Discussion questions
Examination questions
References
Part Two Sales environment
4 Consumer and organisational buyer behaviour
Objectives
Key concepts
4.1 Differences between consumer and organisational buying
4.2 Consumer buying behaviour
4.3 The consumer decision-making process: how they buy
4.4 Factors affecting the consumer decision-making process
4.5 Organisational buyer behaviour
4.6 Factors affecting organisational buyer behaviour
4.7 Developments in purchasing practice
4.8 Relationship management
4.9 Conclusions
Practical exercise: The lost computer sale
Discussion questions
Examination questions
References
5 Sales contexts and customer management
Objectives
Key concepts
5.1 Environmental and managerial forces that impact on sales
5.2 Sales channels
5.3 Industrial/commercial/public authority selling
5.4 Retailing
5.5 Selling services
5.6 Sales promotions
5.7 Exhibitions and trade shows
5.8 Public relations
5.9 Conclusions
Practical exercise: Yee Wo Plastic Piping Components Ltd
Discussion questions
Examination questions
References
6 International selling
Objectives
Key concepts
6.1 International context
6.2 Economic aspects – globalisation
6.3 International trade at company level
6.4 Cultural factors in international selling
6.5 Organisation for international selling
6.6 Pricing and international costs
6.7 Japan – a study in international selling
6.8 Conclusions
Practical exercise: Selling in China
Discussion questions
Practical exercise: Quality Kraft Carpets Ltd
Discussion questions
Examination questions
References
Part Three Sales practice
7 Sales responsibilities and preparation
Objectives
Key concepts
7.1 Sales responsibilities
7.2 Acquiring new customers
7.3 Managing the sales pipeline
7.4 Customer databases and customer relationships
7.5 The selling process
7.6 Legal aspects of selling
7.7 Conclusions
Practical exercise: The O’Brien Company
Discussion questions
Practical exercise: Presenting New Standa Plus: The final word in hydraulic braking systems?
Examination questions
References
8 Personal selling skills
Objectives
Key concepts
8.1 Introduction
8.2 The opening
8.3 Need and problem identification
8.4 The presentation and demonstration
8.5 Dealing with objections
8.6 Negotiation
8.7 Closing the sale
8.8 Follow-up
8.9 Recent developments in sales techniques
8.10 Conclusions
Practical exercise: Mordex Photocopier Company
Discussion questions
Practical exercise: Supermarket versus superbrand: Cooperate to compete
Examination questions
References
9 Key account management
Objectives
Key concepts
9.1 What is key account management?
9.2 Advantages and dangers to sellers of key account management
9.3 Advantages and dangers to customers of key account management
9.4 Deciding whether to use key account management
9.5 Criteria for selecting key accounts
9.6 The tasks and skills of key account management
9.7 Key account management relational development model
9.8 Global account management
9.9 Building relationships with key accounts
9.10 Key account information and planning system
9.11 Key success factors for key account management
9.12 Conclusions
Practical exercise: Cloverleaf plc
Discussion questions
Examination questions
References
10 Relationship selling
Objectives
Key concepts
10.1 Developing a customer orientation
10.2 The growth of relationship marketing
10.3 From relationship marketing to relationship selling
10.4 Tactics of relationship selling
10.5 Conclusions
Practical exercise: Microcom
Discussion questions
Examination questions
References
11 Multi-channel selling
Objectives
Key concepts
11.1 What is direct marketing?
11.2 Using databases to target customers
11.3 Managing a direct marketing campaign using social media
11.4 Inbound and outbound telemarketing
11.5 Social media and selling
11.6 Conclusions
Practical exercise: ASOS: Selling online fashion
Discussion questions
Examination questions
References
Part Four Sales management
12 Sales management and technology
Objectives
Key concepts
12.1 Sales management
12.2 Ethical issues
12.3 Leadership training
12.4 Sales and marketing relationships
12.5 Managing the customer portfolio
12.6 The use of technology in sales management
12.7 The impact of the internet on selling and sales management
12.8 Customer relationship management
12.9 Conclusions
Practical exercise: Gardnov Ltd
Discussion questions
Examination questions
References
13 Recruitment and selection
Objectives
Key concepts
13.1 The importance of selection
13.2 Preparation of the job description and specification
13.3 Identification of sources of recruitment and methods of communication
13.4 Designing an effective application form and preparing a shortlist
13.5 The interview
13.6 Supplementary selection aids
13.7 Conclusions
Practical exercise: Creative Media TV
Discussion questions
Practical exercise: Plastic Products Ltd
Discussion questions
Examination questions
References
14 Motivation and training
Objectives
Key concepts
14.1 Motivation
14.2 Leadership
14.3 Training
14.4 Conclusions
Practical exercise: Selling craft chocolate – role play
Examination questions
References
15 Structuring the sales force and rewards
Objectives
Key concepts
15.1 Organisational structure
15.2 Determining the number of salespeople
15.3 Establishing sales territories
15.4 Compensation
15.5 Conclusions
Practical exercise: Rovertronics
Practical exercise: Silverton Confectionery
Discussion question
Examination questions
References
16 Sales forecasting and budgeting
Objectives
Key concepts
16.1 Purpose
16.2 Planning
16.3 Levels of forecasting
16.4 Qualitative techniques
16.5 Quantitative techniques
16.6 Budgeting – purposes
16.7 Budget determination
16.8 The sales budget
16.9 Budget allocation
16.10 Conclusions
Practical exercise: Classical Reproductions Ltd
Discussion questions
Practical exercise: A recipe for success
Discussion questions
Examination questions
References
17 Sales force evaluation
Objectives
Key concepts
17.1 The sales force evaluation process
17.2 The purpose of evaluation
17.3 Setting standards of performance
17.4 Gathering information
17.5 Measures of performance
17.6 Appraisal interviewing
17.7 Conclusions
Practical exercise: Dynasty Ltd
Discussion questions
Practical exercise: Alternative Tyres Ltd
Discussion questions
Examination questions
References
Appendix: Case studies and discussion questions
Kennelworth Publications: Preparing to sell
Ask Electronics Ltd: Integrating online and offline sales
Game The Work: Serious games for serious results
Lloyds Banking Group: Corporate events as a sales tool
Tourism Concern™: The relevance of selling and sales management to non-profit organisations
Get It There!: Tech start-up
Index