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Ashwani Panesar, Lovely Professional University Unit 1: Introduction to Sales Management

Unit 1: Introduction to Sales Management Notes

CONTENTS
Objectives
Introduction
1.1 Marketing Sales Management

1.2 Objectives of Sales Management
1.3 Exchange Process
1.4 Interdependence of Sales and Distribution

1.5 Key Decision Areas in Sales Management
1.6 Sales Management Cycle
1.7 Responsibilities of a Sales Manager
1.8 Summary
1.9 Keywords

1.10 Review Questions
1.11 Further Readings

Objectives

After studying this unit, you will be able to:

 Define exchange process;
 Discuss about decision areas in sales management;
 State the difference between marketing and sales management;
 Describe the evolution of sales department.

Introduction

Before the industrial revolution the marketing task was relatively simple because the economic
scene was dominated by small scale enterprises. The only problem was to produce goods for
consumers which were sold out without any difficulty. Selling the goods was no problem. In
fact, all phases of the business operations, including manufacturing and selling, were generally
supervised by one individual and more attention was paid to manufacturing problems rather
than the marketing problems.
The importance of marketing problems was realised only after the industrial revolution which
started in England in 1760 and immediately thereafter in United States. The American revolution,
necessitated the need for finding out untapped markets because the nearby markets were unable
to absorb the increased quantities of manufactured goods. This gave a lot of importance to
marketing activities. With the increase in production more land, labour and capital was required
which gave rise to corporate form of organisations. There were bigger organisations which
required more delegation of powers in manufacturing and administration. Thus, the sales
department was given importance and it became a separate functional department.

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