Learning about the needs of customers and their motives, as well as meeting these needs through the sale of goods, is the essence of marketing. The marketing complex is the backbone of the marketing activities of any enterprise in the market. Sales, in turn, is one of the elements of the marketing mix.
Instructions
Step 1
Sales marketers also call distribution, it consists of two components - the distribution channel and the sales process. The distribution channel is the path that the product goes to the final consumer from the supplier. On the way of the goods from the supplier to the consumer, there are several intermediaries. Their number is called the channel length.
Step 2
The goal of the marketing department at the enterprise is the optimal selection and organization of sales channels, as well as tracking the throughput efficiency of the channels.
Step 3
The marketing process should be understood as the real movement of a product, from the place of its production to the place of its consumption. The marketing department must coordinate the interests of all participants in the distribution channels. This allows you to achieve the maximum economic effect. Experts attribute the sales process itself to the field of marketing logistics.
Step 4
Sales policy is responsible for where, how, on what terms and through whom the product should be sold. The development and implementation of measures aimed at the competitive movement of goods in time and space to the consumer from the manufacturer is in the hands of the sales policy.
Step 5
Sales policy consists of purchasing policy, sales network, intermediaries and contractors, commercial distribution flows and sales strategies in the market.
Step 6
The procurement policy develops measures by which the company selects suppliers, the best delivery terms and payment options for the goods.
Step 7
The enterprise, developing activities, must minimize risks. For example, purchasing an item from multiple vendors reduces the risk of supply disruptions. Suppliers are forced to compete for orders, which allows the client company to receive favorable conditions and increase the profitability of transactions.
Step 8
The sales network consists of several counterparties that promote the product on the market. An important indicator is the manageability of the distribution network. This term refers to the supplier's ability to influence the marketing activities of counterparties. It depends on the number of counterparties and the degree of their independence.
Step 9
Intermediaries and contractors are an important part of sales. They are necessary for organizing the promotion and marketing of the supplier's products. Commercial distribution flows and marketing strategies in the marketplace are also very important. Speaking about sales efficiency, it should be borne in mind that it depends on the availability of consumer demand and its structure.
