But what is marketing management or return to the essence of marketing. Everyone and every enterprise have the need to survive and develop in society, and they are willing to pay a certain amount of remuneration to meet certain needs, so this part of the demand has formed a demand. There are many ways to meet the demand, such as self-production, begging, looting and exchange. The starting point of marketing is to meet the demand through exchange. In other words, marketing is a process in which enterprises meet their own needs through exchange. The value of an enterprise lies in that the products it provides can meet the needs of others, and both parties are willing to exchange them, that's all. Therefore, demand is the basis of marketing, and exchange is the means to meet demand, and both are indispensable. Marketing management is demand management.
Question 2: What is the concept of sales management? Sales management is the analysis, planning, implementation, supervision and control to achieve various organizational goals and create, establish and maintain beneficial exchanges and contacts with the target market.
1 concept
The sales link is to exchange money for goods, and enterprises can only realize profits through sales, so sales are the lifeblood of enterprises! Sales elites are a small group of people with the most stable position, the strongest position and the highest average income in all enterprises, and they are also social elites who never have to worry about unemployment and are recruited by major enterprises. Sales management majors train a group of management talents who master systematic and theoretical professional knowledge education and have practical experience. In the talent market, the number of job seekers and recruitment positions in sales management is increasing substantially every year. Marketing manager has become a scarce human resource urgently needed by enterprises. The demand for jobs and the number of job seekers in Shanghai and Beijing respectively account for 84.5% and 79% of the total statistics. According to the survey, sales management professionals have become the first shortage of talents in China.
definition
Sales management begins with the formulation of marketing plan, and its purpose is to implement the marketing strategic plan of enterprises. Its work focuses on formulating and implementing the sales strategy of enterprises and managing sales activities.
In this era of fierce competition, in order to enhance their sales competitiveness, enterprises often choose to cooperate with service providers that provide sales management software, such as 800 customers, to help improve their overall competitiveness. Chinese and foreign experts and scholars have different understandings about the meaning of sales management. Scholars in western countries generally believe that sales management is sales team management. Chinese scholar Li and others believe that the so-called sales management is to manage the process of directly realizing sales revenue. Therefore, sales management is divided into narrow sense and broad sense.
Sales management in a narrow sense refers to the management centered on sales force.
Sales management in a broad sense is the comprehensive management of all sales activities.
Professional advantage
Advantages of sales management: [1] (1) Highlight the characteristics of the times: The curriculum of this major strives to be innovative and pragmatic, keep pace with the times, highlight the characteristics of the times and keep pace with the times. It is a high-quality project jointly created by the Examination Center of the Ministry of Education and the China Market Society.
(2) Pay attention to practical training: the curriculum pays attention to the practicality of the specialty, there are many practical assessment courses, and the cultivation of students' practical skills and comprehensive ability and quality, so that students can quickly adapt to the needs of social development and work after graduation.
(3) Double combination of education and vocational qualification certificate:
Self-study examination diploma (jointly issued by examiner colleges and Guangdong Self-study Examination Committee);
China Sales Management Professional Level Certificate (jointly issued by the Examination Center of the Ministry of Education and China Market Society);
International qualification certificate (issued by American Market Management Association);
Practice certificate (issued by China Market Society);
SMAT Level Test Report (issued by the Examination Center of the Ministry of Education)
operating duty
Manage sales contracts, agreements and commercial logistics to ensure the standardization of basic sales documents;
Record accounts, manage important sales documents and avoid the omission of sales information;
Responsible for the production and management of orders and various reports, and check and receive orders according to the sales order processing flow.
Attendance statistics and salary settlement of sales staff. [ 1]
process
The process of sales management is roughly as follows:
1. Make sales plans and corresponding sales strategies.
2. Establish a sales organization and train sales staff.
3. Set the personal sales target of the sales staff and turn the sales plan into sales performance.
4. Evaluate the effectiveness of the sales plan and the performance of the sales staff.
plan
After the enterprise determines the marketing strategic plan, the sales department needs to make a detailed sales plan accordingly, so as to implement the sales task of the enterprise and realize the sales target of the enterprise. The sales department must have a clear understanding of the business objectives of the enterprise, the target market of products and the target customers. Only by having a clear understanding of these issues can we formulate effective sales strategies and plans.
When making marketing strategy, we must consider the operating environment of the market, the competitive situation of the industry, the strength and distributable resources of the enterprise itself, the life cycle of the product and other factors. On the basis of the marketing strategy formulated by the enterprise, the sales department formulates the corresponding sales strategy and tactics.
According to the predicted sales target and sales expenses, the sales department must decide the size of the sales organization. Work arrangement and training arrangement of sales staff ... >>
Question 3: What is sales management? Marketing management is the analysis, planning, implementation and control of programs aimed at achieving various organizational goals and creating, establishing and maintaining beneficial exchanges and contacts with target markets. By planning, executing and controlling the sales activities of the enterprise, the sales target of the enterprise can be realized.
The process of sales management
After defining what sales management is, the process of sales management is roughly as follows:
1. Make sales plans and corresponding sales strategies.
2. Establish a sales organization and train sales staff.
3. Set the personal sales target of the sales staff and turn the sales plan into sales performance.
4. Evaluate the effectiveness of the sales plan and the performance of the sales staff.
"Four modernizations" of sales management
Institutionalize
Without rules, there would be no Fiona Fang. If an enterprise or organization wants to make progress, it must have corresponding systems to restrain employees and manage the enterprise. The same is true of sales management. Sales management needs certain rules and regulations, which are implemented by the sales manager and guaranteed by formulating relevant systems.
The institutionalization of sales management is the basis of sales management. When sales management is institutionalized, enterprises or organizations should formulate an efficient, systematic and perfect system so that sales managers and salespeople can have laws to follow. Only in this way can there be laws to follow, violators are prosecuted and law enforcement is strict. Only by institutionalizing sales management can enterprises adapt to the market environment and operate efficiently.
simplify
The management system is not the more the better, nor the more complex the better, but the simpler the better. The management of modern enterprises pursues simplicity.
Sales management is easy to achieve only if it is simple. Simplifying sales management is necessary because it can save resources and improve efficiency. Complex sales management is overlapping in organization and reciprocating in procedure, which wastes a lot of time and costs high. Without simplification, there can be no scientific management and no benefit.
Simplifying sales management is feasible. Because of the complexity of human nature, sales management is complicated. However, the complexity of sales management does not mean that the management operation must be complicated. Sales management can be simple and effective. Simplifying sales management is the highest level of sales management. This requires sales managers to establish the concept of simplifying management, and simplify and facilitate complex processes, standards, systems and operations through the innovation of ideas and technical means. The flattening of the organization is an example of simplifying the management level.
Give humanity
To understand what humanized management is, we must know what human nature is. Man is complex, a complex and special resource different from material data, not a simple "economic man" or "social man", so human nature cannot be simply summarized by "goodness" and "evil". There are good and evil in human nature, which is changeable in different environments, which leads to people's needs are not fixed. Air will have different needs at different times; To a certain extent, it is a true portrayal of "it is difficult to fill the gap". Humanism in the humanization of sales management refers to human nature, that is, the coexistence of "good" and "evil" There are different performances in different environments. Therefore, the humanization of sales management should be based on the full understanding of all aspects of human nature, manage according to the principles of human nature, utilize and carry forward the beneficial things in human nature, and serve management and development; At the same time, it suppresses the unfavorable side of human nature and weakens its negative effects. In the implementation and means of humanization of sales management, we should adopt "humanized" ways and methods, respect individuals and individuality, rather than subjectively using organizational will or manager's will to restrain and restrict sales personnel. Under the premise of achieving the same goal, give the salesman more "personal space". Rather than just relying on rational constraints and institutional regulations to manage.
Rationalize
Rationalization is defined as the process of constantly adjusting unreasonable to reasonable efforts, that is, making better improvements to ensure that enterprises have competitive advantages and sustainable development. Rationalization factors of enterprise management 1. Grasping anomalies and focusing on management; 2. Get to the bottom of it and stop at the best; 3. Self-feedback, spontaneous.
The sales manager should cultivate an open, fair and just enterprise environment, treat any salesman equally, and should not be unfair and biased because of personal likes and dislikes, and treat every subordinate legally, reasonably and rationally. In modern society, the state does not implement the policy of ignorance of the people, but develops the wisdom of the people. People's value is universally respected, and the effect of unreasonable management strategies adopted by sales managers is definitely counterproductive. Sales management should be rationalized, and all employees of the enterprise should reach a consensus and form a consensus ... >>
Question 4: What does sales management mean? Chinese and foreign experts and scholars have different understandings of the meaning of sales management. Scholars in western countries generally believe that sales management is sales team management. Philip, the authority of marketing? Kotler believes that sales management is to design and control the goal, strategy, structure, scale and salary of the sales team. American scholar Joseph? p？ Vaccaro believes that sales management is to solve the problems in the sales process, and the sales manager should be a knowledgeable and experienced manager. Ralph? W? Jackson and Robert? d？ Siric believes that sales management is the planning, command and supervision of promotional activities. Chinese scholar Li and others believe that the so-called sales management is to manage the process of directly realizing sales revenue. Therefore, sales management is divided into narrow sense and broad sense. Sales management in a narrow sense refers to the management centered on sales force. Sales management in a broad sense is the comprehensive management of all sales activities.
Question 5: What kind of ability do you need to do a good job in sales management? Conclusion: A sales manager must have eight management abilities: self-management ability, sales target, performance appraisal, salary design, recruitment and selection, promotion management, training guidance and effective encouragement of sales team. First of all, self-management ability, set an example. If you want to manage others, you should manage yourself. There is a famous saying in the management field, which is also an old saying: Don't do to others what you don't want others to do to you. To be a good general, you must set an example, and setting an example is better than teaching by example. Whether a leader is good or not will directly affect all your subordinates, which is the so-called "one hair pulls one hair and moves the whole body." Conclusion: If you want to manage talents well, you must first manage yourself and conquer employees with your influence. Secondly, the setting of sales targets. As a sales manager, you must learn how to set sales targets. I think everyone will think of goal setting: the high one is in the middle, the middle one is in the low position, and the low one is not. Goal setting is not to set the goal too high, but to set a reasonable goal according to your reasonable ability requirements. Reasonable sales targets can motivate business elites to sell * * *, while unreasonable sales targets will stifle your business team, just like drawing a blueprint of dreams, only the fittest can realize it, and what is not suitable is just a flower in a jar without long-term support. When we set the sales target of the team, we can: the personal target of the team is more than or equal to 20% of the organizational target, so that the achievement rate of our team target will be higher. Conclusion: Goal setting is for the excellent, not for the mediocre. Third, performance appraisal. A team without evaluation is a team without competition. Similarly, a good performance appraisal will greatly motivate the sales team, and vice versa. In the design of performance evaluation, we should follow a principle: simplicity and flexibility. Often many of our companies only pay attention to their own interests in the assessment of this department, and the assessment items are numerous and detailed, which is very complicated; It has led to many sales elites who could have done better, but they did not get the corresponding performance bonus because of too much and too detailed assessment in a certain field. Conclusion: The performance appraisal is simple, the Zhang Chi is moderate, full of desire and can be realized. Fourth, salary design. We managers all know that there must be a brave man under the four rewards! A good salary structure can not only retain talents, but also attract a large number of external talents to join our team. Almost everyone in our sales team comes to this very flexible salary structure. Appropriate commission bonus will make outstanding sales talents better and will also wave to external talents. Conclusion: A reasonable salary structure ensures the confidence of employees! Strengthened their determination to fight hard. Fifth, the recruitment of sales talents. The first important step of farmers' planting is seed selection. Only by choosing suitable high-quality seeds can they cultivate strong saplings and harvest rich fruits. Seeds determine harvest; It is also the most important to choose sales talent recruitment in the sales team. Sixth, the management of promotional activities. For an excellent sales manager, it is also very necessary to manage promotional activities. Activities are a means to promote sales and a powerful strategic weapon to increase terminal sales. Good control of sales promotion activities will increase the confidence of sales staff and obtain good sales promotion results. Summary: Activity is a powerful and tenacious steel sword, so we must use it well. Seventh, training and counseling. Sales talents are often cultivated and trained to improve their abilities in all aspects. Effective cultivation and training must focus on three dimensions for course selection and design; Namely attitude, knowledge and skills. Attitude-related knowledge refers to: mentality adjustment, confidence encouragement, quality training, etc. Knowledge refers to: corporate culture, product knowledge, service knowledge, etc. Skills refer to sales skills, communication skills and other related sales tools. Sales training is not about daily spiritual encouragement, but about copying and supervising sales tools. Of course, different industries choose different training centers, and only by exchanging and using them can we achieve good training results. Conclusion: Teaching for the people is the best training method to obtain good benefits. Eighth, effective training of sales team. This is different from the training guidance mentioned above. Training guidance refers to the long-term and planned training guidance for newly recruited sales personnel and the lack of related skills. The effective training of the sales team is the effective training of the sales team you manage, which can be outward bound training, team awareness training, team cooperation training, team motivation training and so on. First of all, the positioning of the two is different. Simply put, training counseling refers to individuals and teams; The latter is the training for the sales team. Conclusion: Effective team training should be planned for the sales team.
Question 6: What is the function and significance of sales management? The function and significance of sales management;
First of all, sales management is an important factor to promote the progress of enterprises.
In the production and circulation, whether the sales concept is advanced, whether the sales work is in place, whether the sales management is perfect and whether the sales forecast is accurate is directly related to the development and progress of the enterprise.
Two, sales management is also an important condition to determine the existence and development of enterprises.
Sales and management are inseparable and complement each other. Only knowing sales and ignoring management, or paying attention to management and ignoring sales, will hinder the survival and development of enterprises. To ensure the smooth development of enterprises, we must do the following:
1, every move in the enterprise should be subject to sales;
2. The work of all departments in the enterprise is to serve sales; Sales management is the guarantee of enterprise survival and an important factor to promote enterprise progress. For example, accurate sales forecast can help enterprises seize market opportunities, excellent sales strategies can improve market performance, and perfect customer management can improve customer satisfaction. These are directly related to the development and progress of enterprises.
Question 7: What are the main functions of sales management? Sales management system is the common name of sales management software. Sales management system is an advanced tool to manage customer files, sales leads, sales activities, business reports and sales performance statistics. It is suitable for the office and management of enterprise sales department, and helps sales managers and salespeople to quickly manage important data of customers, sales and business.
The main functional modules include: channel management, project management, contract management, quotation management, sales opportunity management, collection plan management, payment plan management, potential customer pool, enterprise search, automation management strategy, customer management, competitor management, service management, commodity management, sales management, procurement management, expense management, SMS group sending, fax group sending, email group sending, activity management and fax group sending.
The process of sales management
After defining what sales management is, the process of sales management is roughly as follows:
1. Make sales plans and corresponding sales strategies.
2. Establish a sales organization and train sales staff.
3. Set the personal sales target of the sales staff and turn the sales plan into sales performance.
4. Evaluate the effectiveness of the sales plan and the performance of the sales staff.
Question 8: What is the main content of marketing management? With the formation of domestic buyer's market, supply exceeds demand, and marketing determines the survival and development of enterprises. Marketing courses will bring new marketing ideas and provide new marketing methods to enterprises.
NPC Group Management Class summarized the main contents of marketing management: marketing strategic planning, marketing planning scheme, market research and marketing decision-making, market demand and environment analysis, market segmentation and target market selection, consumer behavior analysis, competitive intelligence, pricing strategy and scheme, brand operation, integrated marketing communication, customer relationship management, marketing channel and distribution management, promotion management, marketing performance evaluation, etc.
Question 9: What is the goal and core of sales management? Of course, there will be performance problems in compensating a company, and sales is the core to deal with this problem. Therefore, the company system generally requires the sales department to fully guarantee the achievement of the goal. However, the core goal that this method must achieve must be good at using and planning related sales systems and incentive measures. To promote the motivation of the sales department, that is, management by objectives.
Question 10: What is sales process management? The so-called marketing management process refers to the management process in which enterprises discover, analyze, choose and use market opportunities in order to achieve goals and complete tasks. Specifically, it includes analyzing market opportunities, selecting target markets, designing marketing mix, and implementing and controlling marketing plans. Market opportunity analysis Market opportunity is an unsatisfied demand. In order to find market opportunities, marketers must widely receive market information, conduct special investigations and studies, fully understand the current situation, and predict the future development trend according to the law of economic development. Marketers should not only be good at finding and identifying market opportunities, but also be good at analyzing and evaluating which marketing opportunities is suitable for their own enterprises (that is, market opportunities that are attractive to the marketing of enterprises and can enjoy competitive advantages). All the unmet needs in the market are market opportunities, but whether it can become an enterprise's marketing opportunities depends on whether it is suitable for the enterprise's goals and resources, whether it can make the enterprise develop its strengths and avoid its weaknesses, give full play to its advantages, and obtain greater excess profits than its competitors or possible competitors. After choosing the target market, enterprises need to further analyze the market capacity and market structure to determine the market scope after choosing marketing opportunities that meets their own goals and resources. Whether engaged in consumer marketing or industrial marketing, it is impossible for any enterprise to serve all customers with certain needs, but only meet the needs of some customers. This is determined by the diversity and variability of customer needs and the limited resources owned by enterprises. Therefore, enterprises must be clear about which customers' requirements should be met within their own capabilities, first subdivide the market, then select the target market, and finally position the market. After determining the target market and market positioning, the marketing management process will enter the third stage-designing marketing mix. Marketing mix refers to the combination of controllable marketing variables used by enterprises to pursue the expected sales level of the target market. There are many controllable variables in marketing mix, which can be summarized as four basic quantities, namely, product, price, place and promotion. Marketing mix factors are all controllable factors for enterprises, that is, enterprises can decide their own product structure, product price, distribution channels and promotion methods independently according to the needs of the target market, but this autonomy is relative and restricted by their own resources and objectives, as well as various microscopic and objective factors. The implementation and control of marketing plan The fourth step of enterprise marketing management is the implementation and control of marketing plan. Only by effectively implementing the plan can the strategic task of the enterprise be realized, which is an extremely important step in the marketing process. The implementation of marketing plan is the embodiment of the overall strategic plan of the enterprise in the marketing field, and it is also a functional plan of the enterprise. Its implementation process includes five aspects: making a detailed action plan. In order to effectively implement the marketing strategy, we should make clear the key decisions and tasks in the implementation of the marketing strategy, and put the responsibility for implementing these decisions and tasks into individuals or groups. Establish an organizational structure. Different enterprises have different tasks and need to establish different organizational structures. The organizational structure must adapt to the enterprise's own characteristics and environment, define clear terms of reference and information communication channels, and coordinate the actions of various departments and personnel. Design decision-making and reward system. A scientific decision-making system is the key to the success or failure of an enterprise, and a reasonable reward and punishment system can fully mobilize people's enthusiasm and give full play to organizational effects. Develop and rationally allocate human resources. Any activity of an enterprise is carried out by people, and the assessment, selection, placement, training and encouragement of personnel are very important for the enterprise. Establish an appropriate corporate culture and management style. Corporate culture refers to the value standards and code of conduct followed by employees in enterprises, which plays a cohesive and guiding role for employees in enterprises. Corporate culture is related to management style, and once it is formed, it will have a sustained and stable impact on the development of enterprises. Control of Marketing Plan During the implementation of marketing plan, there may be some unexpected problems, and a control system is needed to ensure the realization of marketing objectives. Marketing control mainly includes annual plan control, profitability control, efficiency control and strategic control. Annual plan control refers to the control steps taken by enterprises in this year, such as standard setting, performance measurement, cause analysis and corrective measures, to check whether there is any difference between actual performance and plan. & gt