Selling and Sales Management, 11th Edition
- Length: 496 pages
- Edition: 11
- Language: English
- Publisher: Pearson
- Publication Date: 2019-07-18
- ISBN-10: 1292205024
- ISBN-13: 9781292205021
- Sales Rank: #2110919 (See Top 100 Books)
Over the past quarter of a century, Selling and Sales Management has proved itself to be the definitive text in this exciting and fast-paced subject area. This new edition comes fully updated with new case studies, using working businesses to connect sales theory to the practical implications of selling in a modern environment. It also contains the results from cutting-edge research that differentiates it from most of its competitors. The book continues to place emphasis on global aspects of selling and sales management. Topics covered include technological applications of selling and sales management, ethics of selling and sales management, systems selling and a comprehensive coverage of key account management. New to this edition New case studies and practical exercises. Fully updated coverage of strategic selling and partnering. Expanded coverage of ethical issues. Enhanced discussion of the role of social media in selling. Expanded coverage of the management of sales.
Front Cover Half Title Page Title Page Copyright Page Brief Contents Contents List of figures List of tables About the authors Preface Acknowledgements Part One Sales perspective 1 The role of selling Objectives Key concepts 1.1 Background 1.2 Nature and role of selling 1.3 Characteristics of modern selling 1.4 Success factors for professional salespeople 1.5 Types of selling 1.6 Image of selling 1.7 The nature and role of sales management 1.8 Sales and marketing orientations 1.9 Conclusions Practical exercise: Mephisto Products Ltd Discussion questions Examination questions References 2 The marketing concept Objectives Key concepts 2.1 The marketing concept 2.2 The marketing mix 2.3 The marketing mix in B2C markets 2.4 The marketing mix in B2B markets 2.5 Relationship between sales and marketing 2.6 Conclusions Practical exercise: Cato Lifts Ltd Discussion questions Examination questions References 3 Sales and marketing planning Objectives Key concepts 3.1 Sales and marketing planning 3.2 The planning process 3.3 Marketing planning 3.4 Generating and selecting strategies 3.5 Selling in the marketing plan 3.6 Influence of marketing plan on sales activities: strategies and tactics 3.7 Conclusions Practical exercise: Auckland Engineering plc Discussion questions Examination questions References Part Two Sales environment 4 Consumer and organisational buyer behaviour Objectives Key concepts 4.1 Differences between consumer and organisational buying 4.2 Consumer buying behaviour 4.3 The consumer decision-making process: how they buy 4.4 Factors affecting the consumer decision-making process 4.5 Organisational buyer behaviour 4.6 Factors affecting organisational buyer behaviour 4.7 Developments in purchasing practice 4.8 Relationship management 4.9 Conclusions Practical exercise: The lost computer sale Discussion questions Examination questions References 5 Sales contexts and customer management Objectives Key concepts 5.1 Environmental and managerial forces that impact on sales 5.2 Sales channels 5.3 Industrial/commercial/public authority selling 5.4 Retailing 5.5 Selling services 5.6 Sales promotions 5.7 Exhibitions and trade shows 5.8 Public relations 5.9 Conclusions Practical exercise: Yee Wo Plastic Piping Components Ltd Discussion questions Examination questions References 6 International selling Objectives Key concepts 6.1 International context 6.2 Economic aspects – globalisation 6.3 International trade at company level 6.4 Cultural factors in international selling 6.5 Organisation for international selling 6.6 Pricing and international costs 6.7 Japan – a study in international selling 6.8 Conclusions Practical exercise: Selling in China Discussion questions Practical exercise: Quality Kraft Carpets Ltd Discussion questions Examination questions References Part Three Sales practice 7 Sales responsibilities and preparation Objectives Key concepts 7.1 Sales responsibilities 7.2 Acquiring new customers 7.3 Managing the sales pipeline 7.4 Customer databases and customer relationships 7.5 The selling process 7.6 Legal aspects of selling 7.7 Conclusions Practical exercise: The O’Brien Company Discussion questions Practical exercise: Presenting New Standa Plus: The final word in hydraulic braking systems? Examination questions References 8 Personal selling skills Objectives Key concepts 8.1 Introduction 8.2 The opening 8.3 Need and problem identification 8.4 The presentation and demonstration 8.5 Dealing with objections 8.6 Negotiation 8.7 Closing the sale 8.8 Follow-up 8.9 Recent developments in sales techniques 8.10 Conclusions Practical exercise: Mordex Photocopier Company Discussion questions Practical exercise: Supermarket versus superbrand: Cooperate to compete Examination questions References 9 Key account management Objectives Key concepts 9.1 What is key account management? 9.2 Advantages and dangers to sellers of key account management 9.3 Advantages and dangers to customers of key account management 9.4 Deciding whether to use key account management 9.5 Criteria for selecting key accounts 9.6 The tasks and skills of key account management 9.7 Key account management relational development model 9.8 Global account management 9.9 Building relationships with key accounts 9.10 Key account information and planning system 9.11 Key success factors for key account management 9.12 Conclusions Practical exercise: Cloverleaf plc Discussion questions Examination questions References 10 Relationship selling Objectives Key concepts 10.1 Developing a customer orientation 10.2 The growth of relationship marketing 10.3 From relationship marketing to relationship selling 10.4 Tactics of relationship selling 10.5 Conclusions Practical exercise: Microcom Discussion questions Examination questions References 11 Multi-channel selling Objectives Key concepts 11.1 What is direct marketing? 11.2 Using databases to target customers 11.3 Managing a direct marketing campaign using social media 11.4 Inbound and outbound telemarketing 11.5 Social media and selling 11.6 Conclusions Practical exercise: ASOS: Selling online fashion Discussion questions Examination questions References Part Four Sales management 12 Sales management and technology Objectives Key concepts 12.1 Sales management 12.2 Ethical issues 12.3 Leadership training 12.4 Sales and marketing relationships 12.5 Managing the customer portfolio 12.6 The use of technology in sales management 12.7 The impact of the internet on selling and sales management 12.8 Customer relationship management 12.9 Conclusions Practical exercise: Gardnov Ltd Discussion questions Examination questions References 13 Recruitment and selection Objectives Key concepts 13.1 The importance of selection 13.2 Preparation of the job description and specification 13.3 Identification of sources of recruitment and methods of communication 13.4 Designing an effective application form and preparing a shortlist 13.5 The interview 13.6 Supplementary selection aids 13.7 Conclusions Practical exercise: Creative Media TV Discussion questions Practical exercise: Plastic Products Ltd Discussion questions Examination questions References 14 Motivation and training Objectives Key concepts 14.1 Motivation 14.2 Leadership 14.3 Training 14.4 Conclusions Practical exercise: Selling craft chocolate – role play Examination questions References 15 Structuring the sales force and rewards Objectives Key concepts 15.1 Organisational structure 15.2 Determining the number of salespeople 15.3 Establishing sales territories 15.4 Compensation 15.5 Conclusions Practical exercise: Rovertronics Practical exercise: Silverton Confectionery Discussion question Examination questions References 16 Sales forecasting and budgeting Objectives Key concepts 16.1 Purpose 16.2 Planning 16.3 Levels of forecasting 16.4 Qualitative techniques 16.5 Quantitative techniques 16.6 Budgeting – purposes 16.7 Budget determination 16.8 The sales budget 16.9 Budget allocation 16.10 Conclusions Practical exercise: Classical Reproductions Ltd Discussion questions Practical exercise: A recipe for success Discussion questions Examination questions References 17 Sales force evaluation Objectives Key concepts 17.1 The sales force evaluation process 17.2 The purpose of evaluation 17.3 Setting standards of performance 17.4 Gathering information 17.5 Measures of performance 17.6 Appraisal interviewing 17.7 Conclusions Practical exercise: Dynasty Ltd Discussion questions Practical exercise: Alternative Tyres Ltd Discussion questions Examination questions References Appendix: Case studies and discussion questions Kennelworth Publications: Preparing to sell Ask Electronics Ltd: Integrating online and offline sales Game The Work: Serious games for serious results Lloyds Banking Group: Corporate events as a sales tool Tourism Concern™: The relevance of selling and sales management to non-profit organisations Get It There!: Tech start-up Index
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