Evaluation of Sales Management

A. The beginning era identified as Simple Trade Era,

lasted from the beginning of the marketing
th
concept to the mid 19 century. In this period
whatever products available were harvested
with limited offerings. Exploration and trade in
resources was the focus of the economic activity
with products as center of attraction.
 Evaluation of Sales Management
B. In the next stage the simple trade era was
replaced by the production era, continued until
the great depression. In this era importance
was given on engineering and production. The
primary objective was to only produce product
and sell it to the market in assumption that
customers have to accept it as alternatives were
not available.
 Evaluation of Sales Management
C. The sales era lasted between 1920’s and 1940’s,
emphasized on different marketing related
aspects rather than product only. As consumer
markets were saturated and competitions were
increasing day by day so it was not easy to sell
product without providing adequate information
about the brand. Here price became one of the
most important features to organizations to get
an edge over their rivals.
 Evaluation of Sales Management
D. During the post Second World War phase, World
featured economic boom resulted a urgent need
of a separate department for marketing called as
Marketing Department Era. Here organizations
experienced that past sales orientation concept
were not sufficient to motivate consumers as
they have more bargaining power in market
place. Business consolidated market related
activities like advertisement, sales promotion,
public relation etc into a consolidated
department and concentrating on brand
positioning.
 Evaluation of Sales Management
E. As the premise of the marketing concept became
widely accepted so the era of marketing
organization emerged to take care of customers’
need. Now customers are the focal point and all
employees became part of the marketing effort. In
the classical theory of marketing evolution this is
the last stage followed by two modified version of
sub-stages.
 Evaluation of Sales Management
i) This sub-stage within marketing concept identified as the
relationship marketing concept. The goal of the
organization is to build-up a long-term relationship with
customers. The general focus has changed to lifetime
customer value and customer loyalty. Customer
relationship management and data-mining become the
buzzwords in recent marketing scenario.
ii) The second sub-stage within the marketing concept is
identified as social/mobile marketing concept. It
summed-up the knowledge and theories of its predecessor
era but focuses on real-time connections and social
exchanges based on build-up relationship driven by the
consumers. In this concept businesses are connected 24/7
to current, future and potential consumers in real time.
Evaluation of Sales Management