TAILIEUCHUNG - Lecture Sales and distribution management: text and cases: Chapter 3 - Krishna K Havaldar, Vasant M Cavale

Chapter 3, planning, sales forecasting, and budgeting. After studying this chapter you will be able: To understand strategic planning, its linkage to strategic marketing and marketing management; to know how sales strategy is developed from marketing strategy; to learn basic terms used in forecasting, forecasting approaches, and methods of sales forecasting; to understand purposes and the process of sales budget. | Chapter 3 Planning, Sales Forecasting, and Budgeting Learning Objectives To understand strategic planning, its linkage to strategic marketing and marketing management To know how sales strategy is developed from marketing strategy To learn basic terms used in forecasting, forecasting approaches, and methods of sales forecasting To understand purposes and the process of sales budget Strategic Planning Planning is deciding now what, how, and when we are going to do Strategic planning is deciding about the organisation’s long-term objectives and strategies In a large organisation, planning is done at three or four organisational levels, as shown in the figure (in the next slide) Planning In A Large Organisation For effective planning, operations, and control, a large multi-product / multi-business firm divides its major products / services into divisions / strategic business units ( SBUs) Each SBU has a separate business, a set of competitors and customers, and a manager responsible for

• Quản trị kinh doanh
• Distribution management
• Sales management
• Supply chain management
• Channel institutions
• Channel management
• Strategic planning
• Strategic marketing
• Sales process
• Personal selling
• Sales territories
• Designing sales territories
• Sales organisations
• Sales training
• Compensation plan
• Controlling the salesforce
• Marketing mix
• Channel structure
• Marketing channels
• Retail performance
• Delivering value
• Designing channel systems
• Channel information systems
• Market logistics
• International sales