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SDM - RM06
PGDM(RM) 2006-08 : TERM-V
INSTRUCTOR: PROF. P. VENUGOPAL
SALES & DISTRIBUTION MANAGEMENT
Course Outline
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 30%
Project 30%
Final Exam 40%
TEXT BOOK
Pingali Venugopal (2001)
Marketing Channel Management: A Customer Centric Approach. Response Books (ND)
DISTRIBUTION MANAGEMENT MODULE
1. Overview of Distribution Management
Reading
:
Introduction
, Pingali Venugopal (2001). Marketing Channel Management: A customer centric approach.
2. Channel Environment:
Reading
: Chapter 1-3, Pingali Venugopal (2001). Marketing Channel Management: A customer centric approach.
3. Distribution Objective/ Strategy
Readings:
Chapter 5, Pingali Venugopal (2001). Marketing Channel Management: A customer centric approach.
Case:
Konark TV
Questions for discussion:
How do you decide the distribution strategy of a company? What is its realation with the other marketing mix elements of the company?
4. Interface between Salesforce & Channel
Reading:
Chapter 4, Pingali Venugopal (2001). Marketing Channel Management: A customer centric approach.
Questions for discussion:
Identify the areas where an interface would be required between sales force and the channel. Suggest a framework for designing and interface between the sales force and the channel.
5. Channel Design
Readings:
Chapter 6, Pingali Venugopal (2001). Marketing Channel Management: A customer centric approach.
Case:
Xerox. Revising a Distribution Strategy.
Questions for discussion:
What are the steps in designing a channel structure? What criteria of evaluation should one use?
6. Implementing Channel Design
Readings:
Chapter 8, Pingali Venugopal (2001). Marketing Channel Management: A customer centric approach.
Questions for discussion:
What are the criteria for selecting dealers? How would you collect information for the same?
7. Managing the Channel Members
Reading:
Chapter 11, Pingali Venugopal (2001). Marketing Channel Management: A customer centric approach.
Case:
XYZ Consumer Durable Limited.
Questions for discussion:
How does one identify the needs of developing one’s dealers? What are the alternate methods available for developing the dealer? What factors lead to the success or failures in dealer development?
8. Channel conflict
Case
: Clogging of the channel
9. Appraisal of Channel members
Readings:
Chapter 9, Pingali Venugopal (2001). Marketing Channel Management: A customer centric approach.
Questions for discussion:
Identifying the ideal criteria
for appraising the channel members.
10. Channel Evaluation
Readings:
Chapter 10, Pingali Venugopal (2001). Marketing Channel Management: A customer centric approach.
Case:
Bright Engineering
Questions for discussion:
What criteria should be used to evaluate the performance of the channel as a whole? How would it be different from evaluating the performance of individual members?
11. Internet as an alternate channel
Reading: Chapter 7, Pingali Venugopal (2001). Marketing Channel Management: A customer centric approach.
12. Physical distribution
Readings:
Chapter 12, Pingali Venugopal (2001). Marketing Channel Management: A customer centric approach.
Questions for discussion:
Identify the dimensions of physical distribution. Specify the criteria for formulating a physical distribution strategy.
SALES MANAGEMENT MODULE
13. Introduction to Sales Management
Readings:
Professional Sales Management
Integrating the salesforce into your Marketing effort
Management of Sales force
14. Territory Allocation
Readings:
Chapter 22. Still et at,
Sales Management
Sales Territories
Sales force work load
Case:
Bihar Oils Limited
Questions for discussion:
What are the important issues in territory design and modifications? How would you set quotas for salesmen?
15. Managing Accounts
Readings:
Chapter 9. Still et al,
Sales Management
Development of a selling strategy
Case:
Incomplete Solutions
Questions for discussion:
A paradigm shift away from the traditional focus on individual transactional exchanges is being talked off. What should be the way in which a long term relationship is developed with the channel members?
16. Effective selling
Reading:
Chapter 2. Still et al,
Sales Management
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.
17. Compensation & Motivation of Sales Force
Case:
Anupama Cosmetics
Reading:
Chapter 15, Still et al,
Sales Management
Rationalising Salesmen’s compensation
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.
18. Supervisory Styles
Reading:
Chapter 6, Still et al,
Sales Management
Transforming salesforce with leadership
Sales management environment and the job of a sales manager
Case:
Lightening Electric Products Company
Questions for discussion:
What role does the supervisor play in the development of the salesmen.
19. Sales Organization
Reading:
Chapter 7. Still et al,
Sales Management
Organisation for Marketing
Case:
Komal Food Products Company Limited
Questions for discussion:
What are the conflicts between the line and staff functions? How should the two functions be integrated.
20. Evaluation & Control of Sales Personnel
Reading:
Chapter 19, Still et al,
Sales Management
Sales forecasting
Sales Budgeting
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?
Created By:
Lingaraj Pattanaik
on
09/24/2007
at
03:49 PM
Category
:
PGPRM-II
Doctype
:
Document
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