Selling and Sales Management

by Jobber, David; Lancaster, Geoffrey

• ISBN13: 9780273695790
• ISBN10: 0273695797
• Edition: 7th
• Format: Paperback
• Copyright: 2006-01-01
• Publisher: Prentice Hall

Summary

"This excellent work is mandatory reading for all with academic or practical interests in the world of sales - which is just about the whole marketing and management community. This influential book is an excellent contribution to the literature."Professor Nigel F. Piercy, Professor of Marketing and Director of the Sales and Account Management Strategy Research Unit, Warwick Business School, University of WarwickLooking for the definitive text on selling and sales management? Now in its 7th edition, David Jobber and Geoff Lancaster's Selling and Sales Management, a long-standing classic, has been revised and updated to take into account recent developments in the theory and practice of selling. It places emphasis on international aspects of selling and sales management. New to this edition Integration of recent cutting-edge research into chapters throughout the book. Repositioning of chapters and a clear mapping through each of the five parts, including a brief summary of each part. A fuller discussion on the role of selling as part of an integrated marketing communications programme. A complete re-write and update of Chapter 12 on Internet and IT Applications. Substantially updated coverage of key account management. A more detailed explanation of market-based pricing principles. A more thorough discussion of the principles of negotiation. A fuller discussion of the role of the sales force as gatherers of market intelligence. Additional exercises to assist both students and tutors. Ideal for students on sales management, marketing and business studies courses as well as field salespeople and sales managers, the book is also essential reading for students taking the CIM Certificate in Selling, the Advanced Certificate in Sales Management, and those taking professional studies examinations for CAM, the Institute of Sales and Marketing Management and LCCI."Professors Jobber and Lancaster have done it again! In this text, they provide a thorough and sophisticated treatment of sales and sales management. Informed by the most up-to-date research, the authors tackle the critical issues facing modern sales professionals. Their style of writing is straightforward and accessible. This book is essential reading for those whose job it is to sell and to manage those who sell, as well as for those who aspire to a career in the sales profession." John W. Cadogan, Professor of Marketing, Business School, Loughborough UniversityTo access the Instructor's Manual, PowerPoint slides and additional learning resources visit http:www.pearsoned.co.uk/jobber. David Jobber is Professor of Marketing at Bradford University and serves on the editorial board of numerous marketing and sales management journals. He also served as Special Advisor to the Research Assessment Exercise panel that rated research output from business and management schools throughout the UK.Geoff Lancaster is Professor of Marketing at Liverpool John Moores University and Chairman of Durham Associates Group Ltd, Castle Eden, County Durham. He was formerly Senior Examiner to the Chartered Institute of Marketing and Chief Examiner to the Institute of Sales and Marketing Management.

Table of Contents

About the authors	xii
List of figures	xiii
List of tables	xv
Preface	xvii
Acknowledgements	xx
Part One Sales Perspective	1	(74)
Development and Role of Selling in Marketing	3	(39)
Objectives	3	(1)
Key Concepts	3	(1)
Background	4	(1)
The nature and role of selling	4	(1)
Characteristics of modern selling	5	(2)
Success factors for professional salespeople	7	(1)
Types of selling	8	(3)
Image of selling	11	(2)
The nature and role of sales management	13	(1)
The marketing concept	14	(2)
Implementing the marketing concept	16	(15)
The relationship between sales and marketing	31	(5)
Conclusions	36	(6)
References	36	(1)
Practical exercise: Mephisto Products Ltd	37	(3)
Practical exercise: Telcontar	40	(1)
Examination questions	41	(1)
Sales Strategies	42	(33)
Objectives	42	(1)
Key Concepts	42	(1)
Sales and marketing planning	42	(1)
The planning process	43	(1)
Establishing marketing plans	43	(14)
The place of selling in the marketing plan	57	(10)
Conclusions	67	(8)
References	67	(1)
Practical exercise: Welsh Lamb & Beef Promotions Ltd	68	(2)
Practical exercise: Auckland Engineering plc	70	(2)
Practical exercise: Flying high	72	(1)
Examination questions	73	(2)
Part Two Sales Environment	75	(150)
Consumer and Organisational Buyer Behaviour	77	(33)
Objectives	77	(1)
Key Concepts	77	(1)
Differences between consumer and organisational buying	78	(2)
Consumer buyer behaviour	80	(4)
Factors affecting the consumer decision-making process	84	(7)
Organisational buyer behaviour	91	(7)
Factors affecting organisational buyer behaviour	98	(3)
Developments in purchasing practice	101	(4)
Relationship management	105	(1)
Conclusions	106	(4)
References	106	(2)
Practical exercise: The lost computer sale	108	(1)
Examination questions	109	(1)
Sales Settings	110	(53)
Objectives	110	(1)
Key Concepts	110	(1)
Environmental and managerial forces impacting sales	111	(5)
Sales channels	116	(6)
Industrial/commercial/public authority selling	122	(2)
Selling for resale	124	(6)
Selling services	130	(3)
Sales promotions	133	(5)
Exhibitions	138	(4)
Public relations	142	(6)
Conclusions	148	(15)
References	149	(1)
Practical exercise: xstreammedia	150	(4)
Practical exercise: Yee Wo Plastic Piping Components Ltd	154	(1)
Practical exercise: Gardnov Ltd	155	(2)
Practical exercise: Allwarm Knitting Ltd	157	(4)
Practical exercise: Quality Chilled Foods Ltd	161	(1)
Examination questions	162	(1)
International Selling	163	(42)
Objectives	163	(1)
Key Concepts	163	(1)
Introduction	164	(1)
Economic aspects	164	(8)
International selling at company level	172	(2)
Cultural factors in international selling	174	(6)
Organisation for international selling	180	(9)
Pricing	189	(1)
Japan -- A study in international selling	190	(5)
Conclusions	195	(10)
References	196	(1)
Practical exercise: Syplan	196	(2)
Practical exercise: Wardley Investment Services (Hong Kong)	198	(1)
Practical exercise: Sapporo (Hong Kong) Ltd	199	(1)
Practical exercise: Quality Kraft Carpets Ltd	200	(4)
Examination questions	204	(1)
Law and Ethical Issues	205	(20)
Objectives	205	(1)
Key Concepts	205	(1)
The Contract	206	(1)
Terms and conditions	207	(1)
Terms of trade	208	(3)
Business practices and legal controls	211	(4)
Ethical issues	215	(4)
Conclusions	219	(6)
References	219	(1)
Practical exercise: Kwiksell Cars Ltd	219	(2)
Practical exercise: ChevronTexaco	221	(3)
Examination questions	224	(1)
Part Three Sales Technique	225	(154)
Sales Responsibilities and Preparation	227	(18)
Objectives	227	(1)
Key Concepts	227	(1)
Sales responsibilities	227	(7)
Preparation	234	(7)
Conclusions	241	(4)
References	241	(1)
Practical exercise: The O'Brien Company	242	(1)
Practical exercise: Presenting New Standa Plus	243	(1)
Examination questions	244	(1)
Personal Selling Skills	245	(32)
Objectives	245	(1)
Key Concepts	245	(3)
The opening	248	(1)
Need and problem identification	249	(2)
The presentation and demonstration	251	(6)
Dealing with objections	257	(5)
Negotiation	262	(2)
Closing the sale	264	(4)
Follow-up	268	(2)
Conclusions	270	(7)
References	270	(1)
Practical exercise: Mordex Photocopier Company	271	(1)
Negotiation exercise: Supermarket versus superbrand: co-operate to compete	272	(2)
Practical exercise: A controlled sales process?	274	(2)
Examination questions	276	(1)
Key Account Management	277	(25)
Objectives	277	(1)
Key Concepts	277	(1)
What is key account management?	278	(2)
Advantages and dangers of key account management	280	(1)
Deciding whether to use key account management	281	(1)
Criteria for selecting key accounts	282	(1)
The tasks and skills of key account management	282	(2)
Key account management relational development model	284	(3)
Global account management	287	(2)
Building relationships with key accounts	289	(2)
Key account information and planning system	291	(4)
Key success factors for key account management	295	(1)
Conclusions	296	(6)
References	296	(2)
Practical exercise: Cloverleaf plc	298	(3)
Examination questions	301	(1)
Relationship Selling	302	(25)
Objectives	302	(1)
Key Concepts	302	(1)
From total quality management to customer care	303	(4)
From JIT to relationship marketing	307	(2)
Reverse marketing	309	(2)
From relationship marketing to relationship selling	311	(2)
Tactics of relationship selling	313	(5)
Conclusions	318	(9)
References	319	(2)
Practical exercise: Microcom	321	(1)
Practical exercise: Midlands Switchgear Limited	322	(1)
Practical exercise: Focus Wickes - `Fusion': Winners, 2004 Retail Week Supply Chain Initiative Award	323	(3)
Examination questions	326	(1)
Direct Marketing	327	(21)
Objectives	327	(1)
Key Concepts	327	(1)
What is direct marketing?	328	(2)
Database marketing	330	(3)
Managing a direct marketing campaign	333	(9)
Conclusions	342	(6)
References	343	(1)
Practical exercise: Kettle Foods	344	(2)
Practical exercise: RU receiving me?	346	(1)
Examination questions	347	(1)
Internet and IT Applications in Selling and Sales Management	348	(31)
Objectives	348	(1)
Key Concepts	348	(1)
The internet and e-commerce revolution	349	(8)
Customer relationship management	357	(6)
Improving salesforce effectiveness	363	(2)
Other applications of IT in sales	365	(7)
Other trends	372	(1)
Conclusions	373	(6)
References	374	(1)
Practical exercise: Computer assisted sales process (CASP)	375	(2)
Practical exercise: Understanding customer value creation	377	(1)
Examination questions	378	(1)
Part Four Sales Management	379	(72)
Recruitment and Selection	381	(20)
Objectives	381	(1)
Key Concepts	381	(1)
The importance of selection	381	(3)
Preparation of the job description and specification	384	(3)
Identification of sources of recruitment and methods of communication	387	(3)
Designing an effective application form and preparing a shortlist	390	(1)
The interview	391	(5)
Supplementary selection aids	396	(2)
Conclusions	398	(3)
References	398	(1)
Practical exercise: Plastic Products Ltd	399	(1)
Examination questions	400	(1)
Motivation and Training	401	(30)
Objectives	401	(1)
Key Concepts	401	(1)
Motivation	401	(12)
Leadership	413	(2)
Training	415	(10)
Conclusions	425	(6)
References	426	(2)
Practical exercise: Selling fountain pens	428	(2)
Examination questions	430	(1)
Organisation and Compensation	431	(20)
Objectives	431	(1)
Key Concepts	431	(1)
Organisational structure	431	(7)
Determing the number of salespeople	438	(1)
Establishing sales territories	439	(3)
Compensation	442	(3)
Conclusions	445	(6)
References	446	(1)
Practical exercise: Rovertronics	447	(1)
Practical exercise: Silverton Confectionary Company	448	(1)
Examination questions	449	(2)
Part Five Sales Control	451	(54)
Sales Forecasting and Budgeting	453	(35)
Objectives	453	(1)
Key Concepts	453	(1)
Purpose	453	(1)
Planning	454	(3)
Levels of forecasting	457	(1)
Qualitative techniques	458	(4)
Quantitative techniques	462	(10)
Budgeting -- purposes	472	(1)
Budget determination	473	(2)
The sales budget	475	(1)
Budget allocation	476	(1)
Conclusions	477	(11)
References	477	(1)
Practical exercise: Classical Reproductions Ltd	478	(5)
Practical exercise: Travelodge service with Q-Max Workforce Management	483	(2)
Practical exercise: Pizza Ristorante	485	(2)
Examination questions	487	(1)
Salesforce Evaluation	488	(17)
Objectives	488	(1)
Key Concepts	488	(1)
The salesforce evaluation process	488	(1)
The purpose of evaluation	489	(2)
Setting standards of performance	491	(1)
Gathering information	491	(1)
Measures of performance	492	(8)
Appraisal interviewing	500	(1)
Conclusions	501	(4)
References	501	(1)
Practical exercise: Dynasty Ltd	501	(1)
Practical exercise: MacLaren Tyres Ltd	502	(2)
Examination questions	504	(1)
Appendix: Examination Technique	505	(7)
Further Reading	512	(2)
Index	514