1 กลยุทธ์การตลาดและการบริหารการขาย The nature of the sales force and its role in carrying out a firm’s marketing strategy depend on the type of relationship with the market desired by the organization. Sales management is one of the most important elements in many companies’ success.
9 Marketing strategy and sales management Strategic marketing objectiveSales objectiveSales StrategyBuildBuild sales volumeIncrease distributionProvide high service levelsHigh call rates on existing accountsHigh focus during callCall on new accounts(prospecting)HoldMaintain sales volumeMaintain distributionMaintain service levelsContinue present callrates on current accountsMedium focus during callCall on new outlets whenthey appear
10 Marketing strategy and sales management Strategic marketing objectiveSales objectiveSales StrategyHarvestReduce selling costsTarget profitable accountsReduce service costsand inventoriesCall only on profitableaccountsConsider telemarketing ordropping the restNo prospectingDivestClear inventoryquicklyQuantity discountsto targeted accounts
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