Professional Documents
Culture Documents
Chapter 4
Sales settings
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 4.2
Objectives
After studying this chapter, you should be able to:
1. Understand the forces that impact on selling and sales
management.
2. Appreciate why channels are structured in different ways.
3. Evaluate push and pull promotional strategies and tactics.
4. Understand the unique problems and forces that surround
organisational and service sales settings.
5. Evaluate the usefulness and application of exhibitions
as a promotional medium.
6. Understand the nature and role of public relations
as a selling tool.
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 4.3
Behavioural forces
As customers adjust to a changing environment,
so sales have to adapt to a variety of influences:
(a) rising consumer and organisational buyer
expectations (raising the bar)
(b) customer avoidance of buyer–seller
negotiations (fixed price by Saturn & Daewoo)
(c) expanding power of major buyers (Retailers)
(d) globalisation of markets (Coca-Cola, Colgate-
Palmolive, Avon)
(e) fragmentation of markets (lifestyles, personality,
experiences & race)
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 4.4
Technological forces
Managerial forces
Managers can respond to the changes in the
environment by developing new strategies and
tactics to enhance sales effectiveness, including
the following:
(a) Employing direct marketing techniques (internet,
telemarketing, direct mail)
(b) Improving co-operation between sales and
marketing (intranets-linking employees,
suppliers & customers through their PCs)
(c) Encouraging salespeople to attend training
programmes and acquire professional
qualifications (Strategic customer management)
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 4.6
Types of production
1. Job (or unit or project) production: an item is
produced or constructed to individual customer
requirements (Tailor made suits, Ships, Airplanes )
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 4.10
Selling Services
• Transportation • Repair & maintenance
• Power • Travel agencies
• Hotels • Accounting services
• Restaurants • Business consultancy
• Communications • Architectural
• TV & Radio • Cleaning
• Banking • Library
• Insurance • Public authority services
• Clubs • Stockbroking
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 4.11
Sales Promotions
Techniques cover Sales promotion include
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 4.13
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 4.14
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 4.15
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009
Slide 4.16
David Jobber and Geoff Lancaster, Selling and Sales Management, 8th Edition © Pearson Education Limited 2009