sales management

Sales and Distribution Management PGP 2007-2009 Faculty Term 5 Dr. Avinash Mulky B Wing-202, Extn. 3271 1. Course objectives:     To provide participants with an understanding of the important role that the sales and distribution activities can play in organizational success To highlight the major decision areas within sales and distribution and to provide analytical frameworks and approaches that will facilitate decision making To provide an exposure to key concepts, theories and recent developments in sales and distribution and to illustrate their applicability in tackling the challenges in business To provide a foundation for continuous learning 2. Text Book Venugopal, Pingali (2001) Marketing Channel Management: A Customer Centric Approach, Response Books, New Delhi [PV] 3. Reference Book Futrell, C.M. (2001) Sales Management, (6th ed), Thomson Learning, Delhi [CMF] 4. Readings a) Assigned Readings and Cases b) Additional Readings: Journal papers will be made available on request 5. Suggested Journals: - Journal of Personal Selling and Sales Management - Industrial Marketing Management -- Journal of Marketing - Journal of Retailing 4. Evaluation Quizzes Assignments Group Project Final Examination 25% 25% 20% 30% 5. Session Details: DISTRIBUTION MANAGEMENT MODULE Session 1 Topic Readings Introduction to Distribution Channel Management Lecture 1) Introduction- PV [Textbook] 2) Reinventing Distribution-M. S. Banga. Sessions 2 & 3 Topic Readings Channel Design Lecture Case: Goodyear: The Aquatred Launch 1) Chapters 4-6- P.V. [Textbook] 2) Stern, L.W., and Sturdivant, F.D. (1987) Customer driven distribution systems, Harvard Business Review, Vol 65 (4), pp 34-41 3) Bucklin, L.P., Ramaswamy, V. and Mazumdar, S.K. (1996) Analysing channel structures of business markets via the structureoutput paradigm, International Journal of Research in Marketing, Vol 13, pp 73-87 Session 4 Topic Case Readings Session 5 Topic Cases Readings Session 6 Topic Readings Modern Retailing Foodworld ( C) 1) Chapters 1-3 P.V. [Textbook] Selective Distribution and Franchised channels 1) AOK Durables 2) Lakme Salons 1) Chapter 8-P.V. [Textbook] Mass Distribution Lecture 1) Reibstein, D.J., and Farris, P.W. (1993) Market share and distribution: A generalization, Marketing Science, Vol 14, No.3 Part2 2) Olver, J.M. and Farris, P.W. (1989) Push and pull: A one two punch for packaged products, Sloan Management Review, Fall 1989 3) Mulky, A (2005) Note on C&F Agents Session 7 Topic Case Rural distribution HLL: A new millenium 2 Readings 1) Retailer as a route to rural market-Sanal Kumar V 2) ITC E-Choupal Session 8 Topic Case Readings Positioning, power and conflict in channels Consumer Products Co. (A) 1) Channel conflict- when is it dangerous. Bucklin et al, McKinsey Quarterly Session 9 Topic Readings Evaluating, motivating and controlling channel members Lecture 1) Chapters 9 and 10- P.V. [Textbook] 2) Gilliland, D.I., (2004) Designing channel incentives to overcome rejection, Industrial Marketing Management, Vol.33, 87-95 Session 10 Topic Case Readings Physical Distribution Lubol India ( A) 1) Chapter 12-PV. [Textbook] 2) Lumsden, K. Dallari, F. and Ruggeri, R. ((1999) Improving the efficiency of the hub and spoke system of the SKF European distribution network, International Journal of Physical Distribution and Logistics, Vol 29 No.1 Session 11 Topic Readings Trade Promotion Lecture 1) Ailawadi, K., Farris, P. and Shames, E. (1999) Trade promotionEssential in selling through retailers, Sloan Management Review, Fall, 83-92 2) Chapter 11-PV[Textbook] SALES MANAGEMENT MODULE Session 12 Topic Case Readings Introduction to Selling and Sales Management Akili Systems Group 1) Selling as a systematic process 2) Sprint selling to close Session 13 Topic Readings Sales Management concepts Lecture Chapter 1:CMF 3 Session 14 Topic Case Session 15 Topic Case Readings Session 16 Topic Readings Reengineering the sales process Hewlett Packard: Computer Systems Organisation Sales Force Organization Syntex Laboratories ( A) 1) Chapter 4: CMF Sales Territory Design Lecture 1) Chapter 6 : CMF 2) Zoltners, A.A. and Lorimer, S.E. (2000) Sales territory alignment: An overlooked productivity tool, Journal of Personal Selling and Sales Management, Vol XX No. 3, 139-150 Session 17 Topic Case Readings Selection of sales persons Coral India Ltd. 1) Chapters 8 and 9: CMF 1) Randall, J. E. and Randall, C.H. (2001) A current review of hiring techniques for sales personnel, Journal of Marketing Theory and Practice, Spring, 70-82 2) Cook, R.A. and Herche, J. (1992) Assessment Centers: An Untapped Resource For Global Salesforce Management, Journal of Personal Selling and Sales Management,Vol 12 No.3, 31-37 Session 18 Topic Case Readings Session 19 Topic Case Readings Sales Training Ajax Ltd. 1) Chapters 10 and 11; CMF Evaluating sales personnel Kramer Pharmaceuticals 1) Chapter 16: CMF 2) Gentry, J.W., Mowen, J.C. and Tasaki, L. (1991) Salesperson evaluation: A systematic structure for reducing judgmental biases, Journal of Personal Selling and Sales Management, Vol. 11 No.2, 27-38 Session 20 Topic Case Ethical Leadership in Sales Dave McDonald’s Ethical Dilemnas 4 Readings 1) Chapter 2 : CMF 2) McLaren, N. (2000) Ethics in personal selling and sales management: A review of the literature focusing on empirical findings and conceptual foundations, Journal of Business Ethics, Vol. 27, 285-303 Session 21 Topic Guest Lecture: Applying the frameworks Name of Speaker to be indicated Session 22 Topic Course Review 5