Advertisment and Sales Mgmt Unit 4,5,6

7/29/2019 Advertisment and Sales Mgmt Unit 4,5,6

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ADVERTISING AND SALES MANAGEMENT

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ADVERTISMENT AND SALES

MANAGEMENT

DEEPTI SHARMA UNIT-4, 5, 6

MBA III A

FINANCE


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What are the different types of media?

edia available:

1. Newspapers

2. Magazines3. Yellow pages4. Radio5. Television

A more inclusive list of media is:

1) Press (includes newspapers, magazines, etc)2) Radio3) Telivision4) Films5) Web / Internet ( Today, this digital technology is the modern world superpower to be. You cannotimagine current age life without internet and web )

Types of Media

Many options are available to allow you to communicate your message to your audience.

Once you determine your target audience, you can select the appropriate medium to deliver the message

obviously, that would be the medium most popular among your target audience.

People to People Media Interactive Media

Direct mail brochures Organizational websites

Telemarketing Internet advertising

Community outreach E-Mail

Special events E-Commerce

Point of Sale - the moment a transaction

with a customer takes place

Personal selling

Mass Media Advantages and Disadvantages

M


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Television: Reaches more people than any other medium; costs the most.

Cable TV: Better equipped to target a specific audience both psychographically and geographically; more

cost efficient; doesn't reach as many people.

Radio: Able to target specific audiences with higher frequency of the message; need to buy 2-3 stations

for good reach; not as expensive as television.

Newspaper: Communicates details about arts organization's events; can geographically target a

city/communities; lots of ad clutter, especially in the entertainment section; expensive for a "page-

dominant" ad.

Magazines: Reach upscale audiences; higher quality graphics and environment; based on a weekly or

monthly publishing cycle, it is difficult to develop an adequate frequency level; costly, especially since a

color ad is necessary for impact.

Outdoor Billboards and Transit: Good image or reminder medium; can't communicate many details.

Internet: Good support medium; communicates lots of information for events; open 24/7; need to

promote website address; must keep information current.

Marketing

Identifying and Targeting your Audience Enhancing the Customer Experience

Pricing

Branding

Guide to Buying Media

Types of Media available

Creating a Communication Plan

Direct Marketing

Using the Internet as a Marketing Tool

Guerilla Marketing: Cheap and Fun

What is media?explain different types of media?

3 years ago

Report Abuse

Rose .

Best Answer- Chosen by Voters

edia -

In general, "media" refers to various means of communication. For example, television, radio,

and the newspaper are different types of media. The term can also be used as a collective noun

for the press or news reporting agencies. In the computer world, "media" is also used as a collective

noun, but refers to different types of data storage options.

Different Types of Media are -

Advertising media, various media, content, buying and placement for advertising

Electronic media, communications delivered via electronic or electromechanical energy

M
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Digital media, electronic media used to store, transmit, and receive digitized information

Electronic Business Media, digital media for electronic business

Hypermedia, media with hyperlinks

Multimedia, communications that incorporate multiple forms of information content and processing

Print media, communications delivered via paper or canvasPublished media, any media made available to the public

Mass media, all means of mass communication

Broadcast media, communications delivered over mass electronic communication networks

News media, mass media focused on communicating news

News media (United States), the news media of the United States of America

New media, media that can only be created or used with the aid of modern computer processing power

Recording media, devices used to store information

Social media, media disseminated through social interaction

Advertising Budget

The advertising budget of a business typically grows out of the marketing goals and

objectives of the company, although fiscal realities can play a large part as well, especiallyfor new and/or small business enterprises. As William Cohen stated in The Entrepreneur andSmall Business Problem Solver, "In some cases your budget will be established before goals

and objectives due to your limited resources. It will be a given, and you may have to modifyyour goals and objectives. If money is available, you can work the other way around andsee how much money it will take to reach the goals and objectives you have established."

Along with marketing objectives and financial resources, the small business owner also

needs to consider the nature of the market, the size and demographics of the targetaudience, and the position of the advertiser's product or service within it when puttingtogether an advertising budget.

In order to keep the advertising budget in line with promotional and marketing goals, anadvertiser should answer several important budget questions:

1. Who is the target consumer? Who is interested in purchasing the advertiser's product or

service, and what are the specific demographics of this consumer (age, employment, sex,attitudes, etc.)? Often it is useful to compose a consumer profile to give the abstract idea of a"target consumer" a face and a personality that can then be used to shape the advertisingmessage.

2. Is the media the advertiser is considering able to reach the target consumer?3. What is required to get the target consumer to purchase the product? Does the

productlenditself to rational or emotional appeals? Which appeals are most likely to persuadethe target consumer?

4. What is the relationship between advertising expenditures and the impact of advertisingcampaigns on product or service purchases? In other words, how much profit is earned for

each dollar spent on advertising?

Answering these questions will provide the advertiser with an idea of the market conditions,

and, thus, how best to advertise within these conditions. Once this analysis of the market

situation is complete, an advertiser has to decide how the money dedicated to advertising isto be allocated.Budgeting Methods
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There are several allocation methods used in developing a budget. The most common are

listed below:

Percentage of Sales method

Objective and Task method Competitive Parity method

Market Share method

Unit Sales method

All Available Funds method

Affordable method

It is important to notice that most of these methods are often combined in any number ofways, depending on the situation. Because of this, these methods should not be seen as

rigid, but rather as building blocks that can be combined, modified, or discarded asnecessary. Remember, a business must be flexibleready to change course, goals, andphilosophy when the market and the consumer demand such a change.

PERCENTAGE OF SALES METHOD. Due to its simplicity, the percentage of sales method isthe most commonly used by small businesses. When using this method an advertiser takesa percentage of either past or anticipated sales and allocates that percentage of the overallbudget to advertising. Critics of this method, though, charge that using past sales for

figuring the advertising budget is too conservative and that it can stunt growth. However, itmight be safer for a small business to use this method if the ownership feels that futurereturns cannot be safely anticipated. On the other hand, an established business, with well-

established profit trends, will tend to use anticipated sales when figuring advertising

expenditures. This method can be especially effective if the business compares its sales withthose of the competition (if available) when figuring its budget.

OBJECTIVE AND TASK METHOD. Because of the importance of objectives in business, the

task and objective method is considered by many to make the most sense, and is thereforeused by most large businesses. The benefit of this method is that it allows the advertiser to

correlate advertising expenditures to overall marketing objectives. This correlation isimportant because it keeps spending focused on primary business goals.

With this method, a business needs to first establish concrete marketing objectives, whichare often articulated in the "selling proposal," and then developcomplimentaryadvertising

objectives, which are articulated in the "positioning statement." After these objectives have

been established, the advertiser determines how much it will cost to meet them. Of course,fiscal realities need to be figured into this methodology as well. Some objectives (expansionof area market share by 15 percent within a year, for instance) may only be reachable

through advertising expenditures that are beyond the capacity of a small business. In such

cases, small business owners must scale down their objectives so that they reflect thefinancial situation under which they are operating.

COMPETITIVE PARITY METHOD. While keeping one's own objectives in mind, it is oftenuseful for a business to compare its advertising spending with that of its competitors. The

theory here is that if a business is aware of how much its competitors are spending to

inform, persuade, andremind(the three general aims of advertising) the consumer of theirproducts and services, then that business can, in order to remain competitive, either spend

more, the same, or less on its own advertising. However, as Alexander Hiam and Charles D.Schewe suggested in The Portable MBA in Marketing, a business should not assume that its

competitors have similar or even comparable objectives. While it is important for smallbusinesses to maintain an awareness of the competition's health and guiding philosophies, it

is not always advisable to follow a competitor's course.
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MARKET SHARE METHOD. Similar tocompetitive parity, the market share method bases

its budgeting strategy on external market trends. With this method a business equates its

market share with its advertising expenditures. Critics of this method contend thatcompanies that use market share numbers to arrive at an advertising budget are ultimately

predicating their advertising on an arbitrary guideline that does not adequately reflect futuregoals.

UNIT SALES METHOD. This method takes the cost of advertising an individual itemandmultipliesit by the number of units the advertiser wishes to sell.

ALL AVAILABLE FUNDS METHOD. This aggressive method involves the allocation of allavailable profits to advertising purposes. This can beriskyfor a business of any size, for it

means that no money is being used to help the business grow in other ways (purchasing

new technologies, expanding the work force, etc.). Yet this aggressive approach issometimes useful when a start-up business is trying to increase consumer awareness of its

products or services. However, a business using this approach needs to make sure that its

advertising strategy is an effective one, and that funds which could help the businessexpand are not being wasted.AFFORDABLE METHOD. With this method, advertisers base their budgets on what they

can afford. Of course, arriving at a conclusion about what a small business can afford in the

realm of advertising is often a difficult task, one that needs to incorporate overall objectives

and goals, competition, presence in the market, unit sales, sales trends, operating costs,and other factors.

Media SchedulingOnce a business decides how much money it can allocate for advertising, it must then

decide where it should spend that money. Certainly the options are many, including print

media (newspapers, magazines, direct mail), radio, television (ranging from 30-second adsto 30-minute infomercials), and the Internet. The mix of media that is eventually chosen tocarry the business's message is really the heart of the advertising strategy.

SELECTING MEDIA. The target consumer, the product or service being advertised, andcost are the three main factors that dictate what media vehicles are selected. Additionalfactors may include overall business objectives, desired geographic coverage, and

availability (or lackthereof) of media options.SCHEDULING CRITERIA. As discussed by Hiam and Schewe, there are three generalmethods advertisers use to schedule advertising: the Continuity, Flighting, and Massedmethods

ContinuityThis type of scheduling spreads advertising at a steady level over the entire planningperiod (often month or year, rarely week), and is most often used when demand for a product isrelatively even.

FlightingThis type of scheduling is used when there are peaks and valleys in product demand. Tomatch thisunevendemand a stop-and-go advertising pace is used. Notice that, unlike "massed"scheduling, "flighting" continues to advertise over the entire planning period, but at different levels.Another kind of flighting is the pulse method, which is essentially tied to the pulse or quick spurtsexperienced in otherwise consistent purchasing trends.

MassedThis type of scheduling places advertising only during specific periods, and is most often usedwhen demand is seasonal, such as at Christmas or Halloween.

Advertising Negotiations and DiscountsNo matter what allocation method, media, and campaign strategy that advertisers choose,there are still ways small businesses can make their advertising as cost effective as

possible. Writing in The Entrepreneur and Small Business Problem Solver, author William

Cohen put together a list of "special negotiation possibilities and discounts" that can behelpful to small businesses in maximizing their advertising dollar:
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Mail order discountsMany magazines will offer significant discounts to businesses that use mail orderadvertising.

Per Inquiry dealsTelevision, radio, and magazines sometimes only charge advertisers foradvertisements that actually lead to a response or sale.

Frequency discountsSome media may offer lower rates to businesses that commit to a certainamount of advertising with them.

Stand-by ratesSome businesses will buy the right to wait for an opening in a vehicle's broadcastingschedule; this is an option that carries considerable uncertainty, for one never knows when acancellation or other event will provide them with an opening, but this option often allows advertisersto save between 40 and 50 percent on usual rates.

Help if necessaryUnder this agreement, a mail order outfit will run an advertiser's ad until thatadvertiser breaks even.

Remnants and regional editionsRegional advertising space in magazines is oftenunsoldand can,therefore, be purchased at a reduced rate.

BarterSome businesses may be able to offer products and services in return for reduced advertisingrates.

Seasonal discountsMany media reduce the cost of advertising with them during certain parts of theyear.

Spread discountsSome magazines or newspapers may be willing to offer lower rates to advertiserswho regularly purchase space for large (two to three page) advertisements.

An in-house agencyIf a business has the expertise, it can develop its own advertising agency andenjoy the discounts that other agencies receive.

Cost discountsSome media, especially smaller outfits, are willing to offer discounts to thosebusinesses that pay for their advertising in cash.

Of course, small business owners must resist thetemptationto choose an advertising

medium only because it is cost effective. In addition to providing a good value, the mediummust be able to deliver the advertiser's message to present and potential customers.Relationship of Advertising to Other Promotional Tools

Advertising is only part of a larger promotional mix that also includes publicity, sales

promotion, and personal selling. When developing an advertising budget, the amount spenton these other tools needs to be considered. A promotional mix, like a media mix, is

necessary to reach as much of the target audience as possible. As Gerald E. Hills stated in

"Market Opportunities and Marketing" in The Portable MBA in Entrepreneurship, "Whenbusiness owners think about the four promotion tools, it becomes obvious why promotionmanagers must use a mix. There are clear trade-offs to be made between the tools."

The choice of promotional tools depends on what the business owner is attempting to

communicate to the target audience. Public relations-oriented promotions, for instance, maybe more effective at buildingcredibilitywithin a community or market than advertising,

which many people see as inherently deceptive. Sales promotion allows the business owner

to target both the consumer as well as the retailer, which is often necessary for thebusiness to get its products stocked. Personal selling allows the business owner to getimmediate feedback regarding the reception of the business' product. And as Hills pointed

out, personal selling allows the business owner "to collect information on competitive

products, prices, and service and delivery problems."

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Definition of 'Advertising Budget'

An estimation of a company's promotional expenditures over a period of time. An

advertising budget is the money a company is willing to set aside to accomplish itsmarketing objectives. When creating the advertising budget, a company must weigh the

trade-offs between spending one additional advertising dollar with the amount of revenuethat dollar will bring in as revenue.

Measuring Advertising

EffectivenessbyMira Vlachon August 26, 2007:

Summary:Not caring about the effectiveness of your advertising usuallymeans you are wasting money. The efficiency can be measured best on theinternet, but offline advertisement can be also measured.

The aim of advertising is either increase in sales or building brand. In this

article, I write mostly about tracking the impact on sales, as this is the aim

of most small companies.

Why measure advertising effectiveness?

Measuring advertising effectiveness is not easy. Sometimes, the results of

measuring are just better guesses. Still, it is much better this way than notto adress this problem at all. There are dramatic differences in the

effectiveness of various forms of advertising. If you pay for advertising,then it is probably important for you see some results. But if you waste

money on inefficient advertising, you are missing betteropportunities and the results may not come at all.

The basics of measuring effectiveness

Our main objective in measuring advertising effectiveness is to determine

the effect of each advertising campaign from the results of ourmeasuring and compare it with its price. Then we can decide which

campaigns bring the best value for the money spent.
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Analytics, which is a free website analysis tool. When you implement it in

your website and set up your campaings properly, you'll have all theinformation you need to decide which advertisement you should drop and

which brings you good return on your investments.

Besides basic functions like monitoring number of visits and pageviews, itoffers you a variety of statistics regarding visitor segmentation, trafficsources etc. Google Analytics also allows to set up goals on your website

and track conversions goals accomplished by visitors.

Examples of conversions:

submitted contact forms

completed transactions in your e-shop

file downloads

newsletter subscriptions

clics on your email address

I would definitely recommend to set up the analytics for your websiteproffesionaly before it is launched, because it can provide so much

valuable information for marketing purposes.

Then you can mine for data and see for example what is the average

transaction value for visitors from London, how many page do they view per

visit etc. If you set value for your goals, you can also see return oninvestments (ROI) for the money spent on advertising. This is possible

because oftags, which are added to the links pointing to your website.

Another advantage of this tool is that it helps you to test the differentversions of either website or ad copy. Thus, you can create much better

landpage or more effective ad. This is called A/B testing.
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thical Issues in Advertising

Advertising is a highly visible business activity and any lapse in ethical standards

can often

be risky for the company. Some of the common examples of ethical issues inadvertising are

given below:

consumers attention

Ethics in Advertising

the performance of products

behavior, and should not offend our moral sense

f India) regulates

the advertising in India

Some more ethics and standards to be followed in advertisements

1. Permission will not be granted where objects are completely or largely religious or

political in nature. Advertisements cannot be directed towards any religious or political

end, or to gain mileage of any form.

2. Any goods or services that are advertised should not have any defect or deficiencies of

any form declared in the Consumer Protection Act 1986.

E


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3. Products should not be portrayed in a way that misleads the public to infer that the item

has some special, miraculous or a super natural quality, which is anyways difficult to

prove.

4. Picture and the audible matter of the advertisement video should not be excessively 'loud'.

5. Advertisement should not endanger the safety of children or produce any sort of

perversion or interest that prompts them to adopt or imitate unhealthy practices.

6. Any type of offensive, indecent, suggestive, vulgar, repulsive themes and/or treatment

must be avoided under all circumstances.IJRFM Volume 1, Issue 8 (December 2011)

(ISSN 2231-5985)

International Journal of Research in Finance & Marketing 54

http://www.mairec.org

7. Good creative advertisement will always attract peoples attention, but they should have

meaningful visual content. One shouldnt have an attitude to play with peoples

sentiments and emotions.


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UNIT-5

Sales PromotionAuthor:Jim Riley Last updated: Sunday 23 September, 2012Sales promotion is the process ofpersuading a potential customer to buy the product.Sales promotion is designed to be used as a short-term tactic to boost sales it is rarely

suitable as a method of building long-term customer loyalty.

Some sales promotions are aimed at consumers. Others are targeted at intermediaries and

at the firms sales force.

When undertaking a sales promotion, there are several factors that a business must take

into account:

What does the promotion cost will the resulting sales boost justify the investment?

Is the sales promotion consistent with the brand image? A promotion that heavily

discounts a product with a premium price might do some long-term damage to a

brand

Will the sales promotion attract customers who will continue to buy the product

once the promotion ends, or will it simply attract those customers who are always

on the look-out for a bargain?

There are many methods of sales promotion, including:

Money off coupons customers receive coupons, or cut coupons out of newspapersor a products packaging that enables them to buy the product next time at a

reduced price

Competitions buying the product will allow the customer to take part in a chanceto win a prize

Discount vouchers a voucher (like a money off coupon) Free gifts a free product when buy another product Point of sale materials e.g. posters, display stands ways of presenting the

product in its best way or show the customer that the product is there.

Loyalty cards e.g. Nectar and Air Miles; where customers earn points for buyingcertain goods or shopping at certain retailers that can later be exchanged for

money, goods or other offers
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Loyalty cards have recently become an important form of sales promotion. They encouragethe customer to return to the retailer by giving them discounts based on the spending from

a previous visit.

Loyalty cards can offset the discounts they offer by making more sales and persuading the

customer to come back. They also provide information about the shopping habits of

customers where do they shop, when and what do they buy? This is very valuable

marketing research and can be used in the planning process for new and existing

products.

The main advantages and disadvantages of sales promotion are:

Advantages DisadvantagesEffective at achieving a quick boost to salesEncourages customers to trial a product or

switch brands

Sales effect may only be short-termCustomers may come to expect or

anticipate further promotions

May damage brand image


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Q.1 Define sales promotion? What is the nature, role & importance of sales

promotion?

OR

What is sales promotion? Discuss the nature, role & importance of sales

promotion.

Ans.: Sales promotion is a key factor & strategy for marketers within the promotional

mix. Sales promotion refers to many kinds of incentives & techniques directed

towards consumers & traders with the intention to produce immediate or short

term effects. Sales promotion helps in stimulating trial or purchase by final

customers or others in the channel. A marketer can increase the value of its

product by offering an extra incentive to purchase a product or brand. A few

definitions are quoted below:-

1. American Marketing Association - Sales promotions is media & non media

marketing pressure applied for a predetermined, limited period of time in order to

stimulate trial & impulse purchases, increase consumer demand or improve

product quality.

2. Council of Sales Promotion Agenciessales promotion is a marketing discipline

that utilizes a variety of incentives techniques to structure sales related programs

targeted to consumers/trade/ and or sales level, that generate a specific measurable

action or response for a product/service.

3. Institute of sales promotion, U.K.Sales promotion comprises that range of

techniques used to attain sales/marketing objectives a cost effective manner

adding value to a product or service either to intermediate or end users, normally

but not exclusively within a definite time period.

Sales promotions have 3 distinct characteristics


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(a) CommunicationThey gain attention & usually provide information that may

lead the consumer to the product.

(b) IncentiveThey give certain concession, inducement or contribution that

gives value to the consumer.

(c) InvitationThey invite a distinct invitation to engage in the tre.

Nature of sales promotion:-

1. Irregular / non recurring activity- Sales promotion is an irregular & non recurring

activity to increase the sales & this technique is used for specific situations only

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Define sales quotas . What are the objectives & methods of sales quotas?

Ans. A sales quota is a quantitative goal assigned to a sales unit relating to a particular

period of time. A sales unit may be a territory, branch, office, region, distributor or

a person. A sales quota is a sales set for a product line, company division or sales

representative. A sales quota is sales goal assigns to a marketing unit for use in the

management of the sales efforts. Sales quota is sales performance goal.

Objective of sales quota:-

1. Life blood of business.

2. To provide performance standards.

3. To maintain a check on sales & expenses.

4. To motivate deserted performance.

5. Serves as a basis o sales contests.


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6. It reflects overall sales plan.

7. To make goals obtainable.

8. It gives a sense of direction to salesmen.

9. It serves a basis of compensation.

10. Helps in evaluating performance.

11. It provides change of direction.

12. It helps in balancing growth of market.

13. It helps in proposing promotional budgets.

14. Equals the workload & estimating the future needs.

15. Avoid repetition of work.

16. Coordinates with other departments.

Methods for setting sales quotas:-

1. Forecasts & potentials based methodsThe company makes a total volume

or unit sales forecast for the company, product lines & individual products this

methods includes a) quotas derived from territorial sales potential b)

Quotas derived from total market estimates.


Fore more detail:- http://www.gurukpo.com2. Only forecasts based methodsThis method is

common for the large scale

companies, some companies determines sales potential for individual sales

territories. This is especially true for companies that sale in small geographical

areas.

3. Past experience methodSome companies take the past year sales for each

geographic unit & use result as their sales volume quotas.

4. Executive judgment methodThis method is useful when little information


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exists. Manages sely on their judgments to make failure predictions.

5. Salesmen judgment methodIt is used in companies expanding in to new

geographic areas or starting up a sales force. no past sales exists on which to

base future estimates.

Q. Write short note on sales territories.

Ans. A sales territory represents a group of customers or markets or geographical

areas A sales territory is a configuration of current and potential accounts for

which responsibility has been assigned to a particular sales.

Objective :-

1. Maximizes sales and profits.

2. enhances customers courage.

3. Matches selling efforts & opportunities.

4. Helps in realistic sales planning.

5. Controls sales operations.

6. Controls selling expenses.

7. Helps in evaluating sales personnel.

8. Contributes to high morale

9. Promotes productive salesmen.

10. Establishes salesmen responsibilities.

11. improves customer relations.

12. better matching of salesmen to customer.

13. Ciduabtes personnel selling and advertising.

14. Benefits salesmen & company.

15. Provides more equitable rewards.

Designing sales territories:-


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1. Deciding objectives & allocation criteria of territory formation.

2. Selecting basic control units or bases for territorial boundaries. On the bases

of geography, trading, areas, portals, serving, requirements, workload, product

lines customers & prospects.

3. Determining sales potential present in control units.

4. Analyze sales people workloads- on the basis of nature of the job, intensity of

market coverage, type of product sold.

5. Combining control units in to tentative territories.

6. Determining basic territories.

7. Assigning sales people to territories.


Fore more detail:- http://www.gurukpo.com8. Preparing customer contact plan.

9. Evaluation & revision of sales territories.

Q. Define consumer psychology. What are the reasons for studying consumer

psychology?

Ans. Consumer psychology is concerned with the study of consumer mind. It is the

study of thought process going on in the consumer mind, their reactions, desires,

values, perceptions, altitudes etc.

OR

It is the study of consumer mind and his behavior particularly his perceptions

learning experiences, personalities, attitudes and self image.

Objectives:-

1. To develop effective marketing strategy to compete.

2. To make aware the customers about various promotion techniques used by

produces.


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3. To study buying motives vision & thoughts.

4. To conduct market research more efficiently.

5. To take appropriate definition regarding product development, product lines,

product differentiation.

6. To facilitate effective market segmentation.

7. To design marketing mix elements based on consumer needs, buying patterns.

Methods for studying consumer behaviors:-

1. Observation methodThe salesmen observes behavior pattern of consumers

& make a note of it. Certain mechanical devices like molding, cameras, close

circuit TV etc. are used for appointment & observation.

2. Interview method - The interviewer directly interviews the consumers and

records various information relating to consumers attitudes, Like & dislikes,

lifestyles, income, paying capacity, perception etc.

3. Questionnaire methodA questionnaire is prepared related to

psychological behavior of customers. This is mailed to certain selected

customers & then the received information is tabulated & analyzed.

4. Experimental methodThe researcher conducts experiments on consumer

behavior on a selected number of customers & the conclusions thus arrived

are given effects or a large group of customers.

5. Consumer panel method The researcher makes a list of customers and

these are contacted at different occasions & collects various kinds of

information and data relating to these behavior on the basis of which

conclusions are worked out.

6. Case study methodCertain facts and figures of selected customers relating

to their family background social & individual life styles are gathered and on


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5. To concentrate on the sales of maximum profitable products at profitable

territories and customers.

6. Coordinating the effort of sales functions & results.

Sales control process:-

1. Establishing sales performance standards.

2. Recording actual performance.

3. Evaluating performanceagainst standards.

4. Taking appropriate actions.

Q. What are sales reports. Discuss the essentials of sales report.

Ans. Sales reports provide the sales manager with an basis for discussion with sales

personnel. They indicate the manners on which the sales people need assistance.

They also assists in determining how to secure more & larger orders. Field sales

reports provide the raw material that sales management process gain insights on

giving needed direction to field sales personnel.


Fore more detail:- http://www.gurukpo.comThese are various types of sales reports:-

1. Progress reports

2. Expenses report.

3. Sells planning report.

4. New business report

5. Lost sales report

6. Complaint and adjustment report.

Essential of a report :-

1. Should be simple.

2. irrelevant information should not be included.


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3. Brief and object oriented .

4. Should be useful to make an easy assessment of performance of salesmen.

5. Should be of optimum size.

6. case should be given to make different types of reports in the format

prescribed for the purpose.

7. Salesmen suggestion should be given in the report.

8. Should be free from any person bias.


Fore more detail:- http://w


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UNIT-6

Documents

Advertisment and Sales Mgmt Unit 4,5,6