Page 60 - DMGT205_SALES_MANAGEMENT

Sales Management

Notes 4. It also initiated another idea. The cameras can be given free to guests at weddings
who love taking pictures. They can have fun with these cameras and leave them
behind for the bride and the groom.
5. It tried to tap other niche like the students, the senior citizens, sports, fans and other
sports enthusiasts. These strategies paid off and the company started making
booming sales.
Questions
1. At what stage of PLC (Product life Cycle) is the disposable camera in? and What
strategies should be adopted in this stage of PLC?
2. Comment on the strategies adopted by the company. What other methods would be
maintain the sales of the camera?

4.10 Summary

 Sales strategy is the game plan adopted to achieve the desired objectives.
 Sales strategies are adopted to achieve the desired objectives in sales.

 The macro environmental analysis and the competitive situation helps in market analysis
which helps in setting the objectives of the firm.
 Market analysis here means macro environmental analysis.

 A company selling high value technical household products expects its salesmen to carry
out entire sales functions and practical aspects also.
 Transaction cost is the cost of transacting business.

 Market Specialists know the different markets and can also adopt different sales approaches
for different markets.
 A company selling high value technical household products expects its salesmen to carry
out entire sales functions and practical aspects also.
 It is the process of requiring management membership rights at various levels of
distribution channel.
 Management must face up these questions when it decides the kind of sales personnel it
requires.

4.11 Keywords

Extensive Distribution: It is the distribution in which we cover a great area but do not concentrate
on all customers in the area.
Market Specialists: Market Specialists know the different markets and can also adopt different
sales approaches for different markets. They need to know more than one line of products.
Monopolistic Competition: In this type of competition, there are large number of sellers of a
generic kind of product but each seller's brand is differentiated from every other brand. Nearly
every seller's brand of product, e.g., nail polish remover, pet food, can be differentiated.
Oligopolistic Competition: Each competitor is large so that any change in his marketing strategy
affects the other competitors.

54 LOVELY PROFESSIONAL UNIVERSITY