Đang chuẩn bị nút TẢI XUỐNG, xin hãy chờ
Tải xuống
môi trường hạn chế Pháp lý và quy định Nhân khẩu học Điều kiện kinh tế Công nghệ cạnh tranh điều kiện văn hóa xã hội yếu tố biệt năng lực Tiếp thị tài chính Công nghệ Thông tin | Part I THE BIG PICTURE Chapter 2: Strategy and Sales Program Planning The natural progression How to make sales force and sales program decision Business Strategy Marketing Strategy Go-to-Market Strategy Supply Chain Management (SCM) Customer Relationship Management (CRM) LEVEL 2 Strategy Implementation Decisions Product Development Management (PDM) LEVEL 1 Top Management Decisions Figure 2-1 The Sales Force Decision Sequence Structure Competencies Leadership LEVEL 3 Sales Force Program Decisions Activities Account Relationship Strategy Business Strategy Figure 2-2: Factors Influencing Strategic Management Distinct competencies Marketing Financial Technology Information Environmental constraints Legal & regulatory Demographics Economic Conditions Technology Competitive conditions Sociocultural factors Strategic Management Planning Resources Financial R&D Personnel Brand Equity Production Firm’s history management culture 1 Marketing Strategy Figure 2-3: Hierarchy of Sales Objectives . | Part I THE BIG PICTURE Chapter 2: Strategy and Sales Program Planning The natural progression How to make sales force and sales program decision Business Strategy Marketing Strategy Go-to-Market Strategy Supply Chain Management (SCM) Customer Relationship Management (CRM) LEVEL 2 Strategy Implementation Decisions Product Development Management (PDM) LEVEL 1 Top Management Decisions Figure 2-1 The Sales Force Decision Sequence Structure Competencies Leadership LEVEL 3 Sales Force Program Decisions Activities Account Relationship Strategy Business Strategy Figure 2-2: Factors Influencing Strategic Management Distinct competencies Marketing Financial Technology Information Environmental constraints Legal & regulatory Demographics Economic Conditions Technology Competitive conditions Sociocultural factors Strategic Management Planning Resources Financial R&D Personnel Brand Equity Production Firm’s history management culture 1 Marketing Strategy Figure 2-3: Hierarchy of Sales Objectives Corporate goals Maximize shareholder wealth Business unit objectives 12% revenue growth Grow pre-tax profits by 18% Marketing objectives Increase product A’s market share by 2 points Grow contributions after sales & marketing by 20% Sales department objectives Achieve sales revenue of $210 million Grow contributions after sales expenses by 25% Sales district objective Achieve sales revenue of $10.5 million in product A Obtain $7 million contributions after direct selling Salesperson objective Achieve sales revenues of $1.2 million in product A Obtain $0.8 million in gross margin dollars Major account objective Achieve sales revenues of $95,000 in product A Obtain an average gross margin of 80% A Look into What Companies Want . . . . 0 10 70 60 50 40 30 20 29.8% 31.9% 66.1% 7.7% 14.0% 7.8% Building Brand of Company/ product Enhancing credibility of company product Increasing sales/ revenue Investor relations Saving costs Other What Goals are Most Important to You? 0 100 60 80 40 20 .
