SALES AND KEY ACCOUNTS
MANAGEMENT 2 – IMM
GRADUATE SCHOOL
K MELVILLE
,Table of Contents
Table of Contents .................................................................................................................................. 1
UNIT 1: THE NATURE AND THE ROLE OF SELLING ................................................................................... 8
Glossary of Terms .............................................................................................................................. 8
Nature and Role of Selling ................................................................................................................ 8
Characteristics of Modern Selling ..................................................................................................... 8
Success Factors for Professional Salespeople .................................................................................. 9
Types of Selling ................................................................................................................................. 9
Business-to-consumer (B2C) ........................................................................................................... 10
Business-to-business (B2B) ............................................................................................................. 10
Selling as a Career ........................................................................................................................... 10
Sales and Marketing Concepts ........................................................................................................ 11
Selling concept:........................................................................................................................................................................................... 11
Production Concept ................................................................................................................................................................................... 11
Product Concept ......................................................................................................................................................................................... 12
Marketing Concept .................................................................................................................................................................................... 12
Societal Marketing Concept ................................................................................................................................................................... 12
Service Orientation .................................................................................................................................................................................... 12
ChatGPT – Summary of Concepts & Orientations ............................................................................ 13
Unit 1 CASS Activity ......................................................................................................................... 14
Unit 1 Revision Questions ................................................................................................................ 14
UNIT 2: THE MARKETING CONCEPT....................................................................................................... 15
Glossary of Terms ............................................................................................................................ 15
The Marketing-Concept ................................................................................................................... 15
Marketing Segmentation and Targeting ......................................................................................... 16
The Marketing-Mix .......................................................................................................................... 16
Product ...........................................................................................................................................................................................................16
Price................................................................................................................................................................................................................. 17
Place ............................................................................................................................................................................................................... 18
Promotion Mixes Elements ................................................................................................................................................................... 18
Integrated Marketing Communications .......................................................................................... 19
The Marketing Mix in the B2C Market ............................................................................................. 19
The Marketing Mix in the B2B Market ............................................................................................. 19
Price & Creating Value..................................................................................................................... 20
Promotion ........................................................................................................................................ 20
Target Audience............................................................................................................................... 20
1
, Content Marketing Creation ............................................................................................................ 20
Place ................................................................................................................................................ 21
Relationship between Sales and Marketing .................................................................................... 21
Extra - ChatGPT summary ................................................................................................................ 21
Unit 2 CASS Activity ......................................................................................................................... 22
Unit 2 Revision Questions ............................................................................................................... 23
UNIT 3: SALES AND MARKETING PLANNING......................................................................................... 24
Glossary of Terms ............................................................................................................................ 24
Sales and Marketing Planning & the Planning Process .................................................................. 25
Marketing Planning ......................................................................................................................... 25
Situation Analysis ............................................................................................................................ 25
Analysis of Strengths, Weaknesses, Opportunities & Threats ................................................................................................ 26
Further Internal Situational Analysis .............................................................................................. 26
Further External Situational Analysis ............................................................................................. 26
Statement of Objectives .................................................................................................................. 26
Criteria............................................................................................................................................................................................................ 27
Generating and Selecting Strategies ............................................................................................... 27
Process ............................................................................................................................................ 27
Strategy Statement ......................................................................................................................... 28
Preparing the Marketing Programme ............................................................................................. 28
Allocating Resources – Budgeting ................................................................................................... 28
Control ............................................................................................................................................. 29
Selling in the Marketing Plan .......................................................................................................... 29
Contribution of the Sales Function to Market Analysis .................................................................. 29
Determining Sales Potential/ Sales Forecasting ............................................................................. 29
Generating and Selecting Strategies ............................................................................................... 29
Budgeting, Implementation, and Control ....................................................................................... 29
Influence of Marketing Plan on Sales Activities – Strategy & Tactics ............................................. 30
Coordinating Promotional Efforts – The Relationship between Marketing and Selling ................. 31
From Sales Strategies to Sales Tactics ............................................................................................ 31
Unit 3 CASS Activity ......................................................................................................................... 32
Unit 3 Revision Questions ............................................................................................................... 32
UNIT 4: CONSUMER AND ORGANISATIONAL BUYER BEHAVIOUR ......................................................... 33
Glossary of Terms ............................................................................................................................ 33
2
, Differences between Consumer and Organisational Buying........................................................... 33
Consumer Buying Behaviour ........................................................................................................... 33
......................................................................................................................................................... 34
Choice Criteria ................................................................................................................................. 34
Factors Affecting the Consumer Decision-Making Process ............................................................ 35
Personal Influences (Internal Influences) ....................................................................................................................................... 35
Lifestyle ........................................................................................................................................................................................................ 36
Social Influences (External Influences) ............................................................................................................................................ 36
Economic Influences ................................................................................................................................................................................ 36
Organisational Buying Behaviour .................................................................................................... 36
Structure (Who) ......................................................................................................................................................................................... 36
Process (How) ..............................................................................................................................................................................................37
Content (What) ...........................................................................................................................................................................................37
Factors Affecting Organisational Buying Behaviour.....................................................................................................................37
Development in Purchasing Practices ............................................................................................. 38
Systems Purchasing ........................................................................................................................ 38
Reverse Marketing .......................................................................................................................... 39
Leasing ............................................................................................................................................ 39
Relationship Marketing ................................................................................................................... 40
Unit 4 CASS Activity......................................................................................................................... 40
Unit 4 Revision Questions ............................................................................................................... 41
UNIT 5: SALES CONTEXTS AND CUSTOMER MANAGEMENT ................................................................... 42
Glossary of Terms ............................................................................................................................ 42
Environmental, Technological, and Managerial Forces that Impact Sales ..................................... 42
Behavioural Forces that Impact Sales............................................................................................................................................... 42
Technological Forces................................................................................................................................................................................ 43
Managerial Forces..................................................................................................................................................................................... 43
Sales Channels................................................................................................................................. 44
Logistics ........................................................................................................................................................................................................ 44
Channels of Distribution ........................................................................................................................................................................ 44
Appraising Sales Channels .............................................................................................................. 45
Characteristics of Sales Channels ................................................................................................... 45
Retailing .......................................................................................................................................... 45
Selling Services ............................................................................................................................... 46
Exhibitions and Trade Shows ........................................................................................................... 47
Characteristics of a Good Exhibition ..................................................................................................................................................47
Characteristics of a Good Exhibitor ....................................................................................................................................................47
Public Relations ............................................................................................................................... 47
What is Public Relations NOT ............................................................................................................................................................... 48
3
MANAGEMENT 2 – IMM
GRADUATE SCHOOL
K MELVILLE
,Table of Contents
Table of Contents .................................................................................................................................. 1
UNIT 1: THE NATURE AND THE ROLE OF SELLING ................................................................................... 8
Glossary of Terms .............................................................................................................................. 8
Nature and Role of Selling ................................................................................................................ 8
Characteristics of Modern Selling ..................................................................................................... 8
Success Factors for Professional Salespeople .................................................................................. 9
Types of Selling ................................................................................................................................. 9
Business-to-consumer (B2C) ........................................................................................................... 10
Business-to-business (B2B) ............................................................................................................. 10
Selling as a Career ........................................................................................................................... 10
Sales and Marketing Concepts ........................................................................................................ 11
Selling concept:........................................................................................................................................................................................... 11
Production Concept ................................................................................................................................................................................... 11
Product Concept ......................................................................................................................................................................................... 12
Marketing Concept .................................................................................................................................................................................... 12
Societal Marketing Concept ................................................................................................................................................................... 12
Service Orientation .................................................................................................................................................................................... 12
ChatGPT – Summary of Concepts & Orientations ............................................................................ 13
Unit 1 CASS Activity ......................................................................................................................... 14
Unit 1 Revision Questions ................................................................................................................ 14
UNIT 2: THE MARKETING CONCEPT....................................................................................................... 15
Glossary of Terms ............................................................................................................................ 15
The Marketing-Concept ................................................................................................................... 15
Marketing Segmentation and Targeting ......................................................................................... 16
The Marketing-Mix .......................................................................................................................... 16
Product ...........................................................................................................................................................................................................16
Price................................................................................................................................................................................................................. 17
Place ............................................................................................................................................................................................................... 18
Promotion Mixes Elements ................................................................................................................................................................... 18
Integrated Marketing Communications .......................................................................................... 19
The Marketing Mix in the B2C Market ............................................................................................. 19
The Marketing Mix in the B2B Market ............................................................................................. 19
Price & Creating Value..................................................................................................................... 20
Promotion ........................................................................................................................................ 20
Target Audience............................................................................................................................... 20
1
, Content Marketing Creation ............................................................................................................ 20
Place ................................................................................................................................................ 21
Relationship between Sales and Marketing .................................................................................... 21
Extra - ChatGPT summary ................................................................................................................ 21
Unit 2 CASS Activity ......................................................................................................................... 22
Unit 2 Revision Questions ............................................................................................................... 23
UNIT 3: SALES AND MARKETING PLANNING......................................................................................... 24
Glossary of Terms ............................................................................................................................ 24
Sales and Marketing Planning & the Planning Process .................................................................. 25
Marketing Planning ......................................................................................................................... 25
Situation Analysis ............................................................................................................................ 25
Analysis of Strengths, Weaknesses, Opportunities & Threats ................................................................................................ 26
Further Internal Situational Analysis .............................................................................................. 26
Further External Situational Analysis ............................................................................................. 26
Statement of Objectives .................................................................................................................. 26
Criteria............................................................................................................................................................................................................ 27
Generating and Selecting Strategies ............................................................................................... 27
Process ............................................................................................................................................ 27
Strategy Statement ......................................................................................................................... 28
Preparing the Marketing Programme ............................................................................................. 28
Allocating Resources – Budgeting ................................................................................................... 28
Control ............................................................................................................................................. 29
Selling in the Marketing Plan .......................................................................................................... 29
Contribution of the Sales Function to Market Analysis .................................................................. 29
Determining Sales Potential/ Sales Forecasting ............................................................................. 29
Generating and Selecting Strategies ............................................................................................... 29
Budgeting, Implementation, and Control ....................................................................................... 29
Influence of Marketing Plan on Sales Activities – Strategy & Tactics ............................................. 30
Coordinating Promotional Efforts – The Relationship between Marketing and Selling ................. 31
From Sales Strategies to Sales Tactics ............................................................................................ 31
Unit 3 CASS Activity ......................................................................................................................... 32
Unit 3 Revision Questions ............................................................................................................... 32
UNIT 4: CONSUMER AND ORGANISATIONAL BUYER BEHAVIOUR ......................................................... 33
Glossary of Terms ............................................................................................................................ 33
2
, Differences between Consumer and Organisational Buying........................................................... 33
Consumer Buying Behaviour ........................................................................................................... 33
......................................................................................................................................................... 34
Choice Criteria ................................................................................................................................. 34
Factors Affecting the Consumer Decision-Making Process ............................................................ 35
Personal Influences (Internal Influences) ....................................................................................................................................... 35
Lifestyle ........................................................................................................................................................................................................ 36
Social Influences (External Influences) ............................................................................................................................................ 36
Economic Influences ................................................................................................................................................................................ 36
Organisational Buying Behaviour .................................................................................................... 36
Structure (Who) ......................................................................................................................................................................................... 36
Process (How) ..............................................................................................................................................................................................37
Content (What) ...........................................................................................................................................................................................37
Factors Affecting Organisational Buying Behaviour.....................................................................................................................37
Development in Purchasing Practices ............................................................................................. 38
Systems Purchasing ........................................................................................................................ 38
Reverse Marketing .......................................................................................................................... 39
Leasing ............................................................................................................................................ 39
Relationship Marketing ................................................................................................................... 40
Unit 4 CASS Activity......................................................................................................................... 40
Unit 4 Revision Questions ............................................................................................................... 41
UNIT 5: SALES CONTEXTS AND CUSTOMER MANAGEMENT ................................................................... 42
Glossary of Terms ............................................................................................................................ 42
Environmental, Technological, and Managerial Forces that Impact Sales ..................................... 42
Behavioural Forces that Impact Sales............................................................................................................................................... 42
Technological Forces................................................................................................................................................................................ 43
Managerial Forces..................................................................................................................................................................................... 43
Sales Channels................................................................................................................................. 44
Logistics ........................................................................................................................................................................................................ 44
Channels of Distribution ........................................................................................................................................................................ 44
Appraising Sales Channels .............................................................................................................. 45
Characteristics of Sales Channels ................................................................................................... 45
Retailing .......................................................................................................................................... 45
Selling Services ............................................................................................................................... 46
Exhibitions and Trade Shows ........................................................................................................... 47
Characteristics of a Good Exhibition ..................................................................................................................................................47
Characteristics of a Good Exhibitor ....................................................................................................................................................47
Public Relations ............................................................................................................................... 47
What is Public Relations NOT ............................................................................................................................................................... 48
3
