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COURSE OUTLINE Course Title: Instructor: SALES AND DISTRIBUTION MANAGEMENT Pingali Venugopal

OBJECTIVE The objective of the course is to provide a customer centric approach to the sales and distribution function. The customer centric approach helps in (a) integrating advertising, salesforce and channel members by building non-conflicting and non overlapping routes to fulfill the needs of the consumer during their brand and store decisions and (b) developing frameworks for decision making keeping the customers as the primary focus. EVALUATION Term paper Final Exam 50% 50%

TEXT BOOK Pingali Venugopal (2008) Sales and Distribution Management: An Indian Perspective, Response (Sage), New Delhi

1. Overview of Marketing
Reading: Chapter 2. 2. Selling Reading: Chapter 2. 3. Interface between Advertising Salesforce & Channel Reading: Chapter 7. Questions for discussion: Identify the areas where an interface would be required between advertising, sales force and the channel. Suggest a framework for designing a interface between advertising, sales force and the channel. 4. Channel Design Readings: Chapter 8. Case: Rovey. Revising a Distribution Strategy. Questions for discussion: What are the steps in designing a channel structure? What criteria of evaluation should one use? 5. Implementing Channel Design Readings: Chapter 11. Questions for discussion: What are the criteria for selecting channel members? How do you appraise the channel? 6. Channel Commitment Reading: Chapter 12. Questions for discussion: How does one identify the needs of the channel members? What are the alternate methods available for motivating the channel members? 7. Sales Management, Territory allocation and Target setting Reading: Chapter 17,18.

Questions for discussion: Selling tasks are classified into four categories: Trade selling, Missionary selling, Technical selling and New Business selling. Comment on the classification. Identify the profile of the salesmen who would be effective under different situations. What are the important issues in territory design and modifications? How would you set quotas for salesmen? 8. Compensation & Motivation of Sales Force Reading: Chapter 19. Questions for discussion: What are the major instruments (financial and non financial) for motivating the sales personnel? In what situations would the above instruments work best? 9. Evaluation & Control of Sales Personnel Reading: Chapter 20. Questions for discussion: How would you evaluate and control sales personnel? What are the critical problem areas of Branch / Head Office interactions with the sales force? 10. Internet as an alternate channel Reading: Chapter 9.

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