Sales Planning and Operations Report (Book Report Sample)

Sales Planning & Operations Report
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Table of Contents
Introduction-----------------------------------------------------------------------------------------3
Task 1------------------------------------------------------------------------------------------------3
1 How Personal Selling Supports Promotional Mix------------------------------------3
1 Marketing Strategy with 4Ps & 7Ps stating Main Goals of the Marketing--------4
2 Promotional Mix and its Main Objectives---------------------------------------------4
3 Objectives of Personal Selling-----------------------------------------------------------5
4 The Role of Personal Selling to Support the Achievement of Aims---------------5
2 Buyer Behaviour and the Decision Making Process in different Situations------5
3 The Role of Sales Teams within the Marketing Strategy----------------------------8
Task 3------------------------------------------------------------------------------------------------9
1 How Sales Strategies are Developed in line with Corporate Objectives ----------9
2 The Importance of Recruitment & Selection Procedures---------------------------10
3 The Role of Motivation, Remuneration and Training in Sales Management----12
4 The Organization of Sales Activity & Control Sales Output by the Mgt.--------13
5 The Use of Database in Effective Sales Management-------------------------------14
Conclusion-----------------------------------------------------------------------------------------16
References------------------------------------------------------------------------------------------17
Sales Planning & Operations Report
Introduction
The report on sales planning and operations identifies how personal selling is supportive to the promotional mix in sales and marketing activities. It identified marketing strategy covering 4 Ps & 7 Ps to set main organizational goals of their marketing strategy. The report evaluates how promotional mix can be contributing to achieve organizational goals by identifying the main objectives of the personal selling. The report also evaluated the role of personal selling to support and facilitates the achievements of organizational goals and their objectives of promotional mix. It also determined buyer behaviours and their decision making process in different situations and how sales professionals can perform their specific roles within the teamwork according to their set marketing strategy. The report also evaluates how sales strategies are developed in line with corporate objectives. It evaluates the importance of recruitment and selection procedures and determines how recruiting the right candidates for the right job help organizations to achieve their sales targets. It also examines the role of motivation, remuneration and the training in the sales management process. Finally, the report evaluates the organizational sales activity & control sales output along with the use, maintenance and update of effective database system in the sales management.
Task 1
1 How Personal Selling Supports Promotional Mix
Personal selling is highly supportive and assists the reinforcement of the message, enables customers to get face to face application of the brand through employees and sales representatives, enable sales representatives to close deals and sales and offers human touch and appeal to customers’ emotions in a better way. The following points are mentioned in analyzing personal selling supports to the promotional mix (Caron 2014).
1 Marketing Strategy with 4Ps & 7Ps stating Main Goals of the Marketing Strategy
In sales planning & operations, sales and marketing professionals can develop marketing mix strategy with necessary tools and techniques. They are traditionally limited to core 4 Ps of product, pricing, placing and promotions of the product. By excellently producing a product according to the requirements of their customers, setting up their competitive prices, best placing and promotions helps sales professionals to achieve their objectives. Furthermore, 7 Ps model can be used to set objectives in the marketing strategy by conducting a SWOT analysis and competitive analysis. It is known as a practical framework to evaluate existing business position with appropriate approaches to determine the product or service, prices, placing or access, promotions, physical evidence, people and partners (Hanlon 2013).
2 Promotional Mix and its Main Objectives
The promotional mix is based on different set of tools and methods to enhance communication and to present the products and services to targeted customers. Effective promotional mix is highly essential to achieve organizational objectives and to meet the requirements of target customers in order to attract them to buy the product by creating customer loyalty. Promotion is a part of four main components of the marketing mix, often known as 4 Ps. The main role of the promotional mix is to create synergy three important elements in the marketing strategy, including product, pricing, and placing used to optimize customers potentially. The main methods of promotional mix are advertising, public relations, personal selling, direct marketing and sales promotions depending on marketing strategy and budgets available (Riley 2012).
3 Objectives of Personal Selling
Main objectives of personal selling are to build product awareness among potential customers by educating customers about the new product offerings. The sellers should create interest of the buyers in person-to-person communication. They should provide all the necessary information to the customers about the products and services offered to them. Sales persons can work to stimulate the demand and reinforce the brand in personal selling with an intentional to build a long-term working relationship with their customers (Kokemuller 2015).
4 The Role of Personal Selling to Support & Facilitate the Achievement of Aims
The role of personal selling to support & facilitate customers by introducing them newly produced products and services. Selling personal play an important role to reach out to their customers and to educate them about them why they should buy their product. In this way, they work effectively to support & facilitate the company in the achievement of their company objectives of promotional mix and achievement of results in marketing strategies (Riley 2012).
2 Buyer Behaviour and the Decision Making Process in different Situations
Buyer behaviour and their decision making process in different situations is based on following points as presented in the list below, including:
5 Buyer Decision Making Process
The buyer decision making process is based on five stages, including problem recognition, search of the process, evaluating alternatives, selecting stage and evaluating the decision. In problem or need recognition, it is associated with internal stimuli like hunger or thrust or external stimuli in need recognition like advertising or word of mouth in customer. Information search stage determines how customer looks for best solution of the problem in buying a product or service. In this effort, buyer searches for internal and external business environment, identity and evaluate the sources of information related to his central buying decision. When information search is completed, buyer search and evaluate the available alternatives and select the one best match to his needs. In purchase decision, buyer makes the buying decision and in post-purchase behaviour, buyer compare the product with previous expectations either he will be satisfied or unsatisfied (Johnston 2013).
6 Customer Response in Purchasing Low Value Product compared to High Value Product
Customers often make purchase decisions considering values they perceive from different products and services related to their price. Therefore, companies perceiving low value of their offered products to customer try to attract new customers or retain their existing customers. Companies have to attract their existing customers to reduce the possibility of their shift to companies offering a better or higher value of the product. In highly competitive market, a company’s competitive position is determined by the product or service it offers to their customers. If it offers high value products, customers will never go away but in case of low value products customers will be difficult to retain (Swinney 2008).
7 Difference between Consumer and Organizational Buyer Behaviour
There are number of differences between consumer and organizational buyer behaviour as the organizations buy products to meet their organizational goals. The goals of organization are always profit maximization, reduction in costs and meeting employee needs. Organizations are more rational in making their buying decisions while consumer buy products for their own satisfaction and their buying behaviour are more spontaneous. People are often involved in organizational buying decisions. It makes wide range of influences in making their decision making process at various levels of the organization. Consumer buying behaviour, on the other hand, is also based on many roles exercised by different individual in buying a product or service considering its market value (Cousins, Foskett and Pennington 2011).
8 Major Influences on Business Buyers
Major factors that influence business buyer behaviours include their psychological behaviours, social and physical behaviours of customers who are likely to become aware about purchasing, consuming and telling others about the product or service. Business buyer behaviours are also associated with their cultural behaviours, including culture, subculture and their social class. They are also related to social behaviours,...