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    CH 4

    Uploaded by

    Abd El-Rahman El-syeoufy

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    CH 4

    Uploaded by

    Abd El-Rahman El-syeoufy
    27 views14 pages

    Original Title

    Ch.4

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    Copyright:

    © All Rights Reserved
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    Download as ppt, pdf, or txt
    27 views14 pages

    CH 4

    Uploaded by

    Abd El-Rahman El-syeoufy

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 14

    Chapter 4

    Sales
    Force
    Organization
    Listen to the customer and act on
    what they tell you.
    Pat Nathan,
    Vice President
    Dell Computer Corp

    McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved.
    Agenda
     Principles of Organization Design
     Types of Sales Organization
     Departmentalization (specialization) within
    the sales function
     Trends in the sales field

    4-2
    Principles of Organization Design
     Organizational structure should reflect a marketing
    orientation
     Organization should be built around activities, not
    around people
     Responsibility and authority should be related
    properly
     Span of executive control should be reasonable
     Organization should be stable but not flexible
     Activities should be balanced and coordinated

    4-3
    (Figure 4-2)

    Line-and-Staff Sales Organization

    Chief Marketing Executive

    Advertising Marketing General Sales Sales


    Manager Research Sales Promotion Analysis
    Manager Manager Manager Manager

    Salespeople
    Line authority
    Staff advisory authority

    4-4
    (Figure 4-3)

    Functional Sales Organization

    Chief Marketing Executive

    Advertising Marketing General Credit Sales


    Manager Research Sales Manager Promotion
    Manager Manager Manager

    Salespeople

    Line authority
    Staff advisory authority
    4-5
    (Figure 4-4)

    The Horizontal Corporation


    Manufacturing
    Product Design and Team
    Development Team Systems Engineering
    Customer Research Production
    Customer Analysis Quality Control
    Design Engineering

    Strategic
    Planning Team
    VP Strategic Planning
    VP Finance & Information
    Chief Operating Officer
    Human Resources
    Administration

    Customer Customer
    Support Team Fulfillment Team
    Information Pricing and Promotion
    Training Sales
    Service Distribution
    Research

    4-6
    (Figure 4-5)

    Geographical Sales Organization

    Chief Marketing Executive

    Advertising Marketing General Sales Sales


    Manager Research Sales Promotion Analyst
    Manager Manager Manager

    Western Regional Eastern Regional


    Sales Manager Sales Manager

    4 District 4 District
    Sales Managers Sales Managers

    Salespeople each Salespeople each


    with own territory with own territory
    4-7
    (Figure 4-6)

    Sales Organization with Product-


    Specialized Sales Force
    Chief Marketing Executive

    Advertising Marketing General Sales Customer


    Manager Research Sales Promotion Relations
    Manager Manager Manager Manager

    Sales Manager Sales Manager Sales Manager


    Product A Product B Product C

    Salespeople Salespeople Salespeople


    Product A Product B Product C

    4-8
    (Figure 4-7)

    Sales Organization with Product


    Managers as Staff Specialists
    Chief Marketing Executive

    Advertising Marketing General


    Manager Research Manager Manager Manager
    Sales
    Manager Manager Product A Product B Product C

    Assistant
    Sales
    Manager

    Salespeople

    4-9
    (Figure 4-8)

    Sales Organization Specialized by


    Type of Customer
    Chief Marketing Executive

    Advertising Marketing General Sales Customer


    Manager Research Sales Promotion Relations
    Manager Manager Manager Manager

    Sales Manager Sales Manager Sales Manager


    Transportation Steel Industry Petroleum Industry
    Industry

    Salespeople Salespeople Salespeople

    4-10
    (Figure 4-9)

    Organizational Options for the 2000s

    Strategic account
    management

    Independent Organizational
    E-commerce and
    reps Options for the telemarketing
    2000s

    Team selling

    4-11
    The Relationship Between A
    Sales Team and a Buying Center
    Organizational Sales- Exchange Purchasing Organizational
    selling center person Process Agent buying center

    Marketing Information
    Purchasing
    Sales Problem Solving
    Manufacturing
    Manufacturing Negotiation
    Friendship, Trust R&D
    R&D
    Engineering Product/Services Engineering
    Payment
    Physical Marketing
    Distribution Reciprocity

    4-12
    (Figure 4-10)

    Captive versus Independent Sales Rep

    $ Cost
    Independent rep

    Captive rep

    $ Sales

    4-13
    Uses of Telemarketing
     Identify prospective customers
     Screening, qualifying leads
     Sales solicitation: small customers,
    re-orders
     Order processing
     Product service support
     Account management
     Customer relations
     Competitive reporting
     Expense reporting

    4-14

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