Sales management, its functions and object orientation
Journal Title: Visnyk Ternopilskoho natsionalnoho ekonomichnoho universytetu - Year 2016, Vol 2, Issue
Abstract
The essence of sales management and various options for treatment are observed. The author determined the nature of sales management. There are emphasized the differences between the concepts of “sale” and “sale”. The attention is paid to the disclosure of the problems with which sales management is facing. The article deals with sales management’s functions, which include sales, its forecasting and planning, promotion of sales representatives, operational accounting and operative regulation of the sale and control their content and disclosed in the context of sales features. The author has offered characteristics of different types of object orientation for the sale, including the buyer, product, competitor humiliation, refutation of denial, fear business customers, marked their advantages and disadvantages. A special emphasis is done on the orientation which is based on consumer requests and there are specified principles of successful application. It is emphasized that costs are increasing in a centralized purchasing of goods, which is associated with the activities of trade employees. It is noted that the way out of this situation is the concentration of producers on a limited number of customers. It is proved that this approach requires the construction of an appropriate system of project management — managing relationships with key clients. There are identified advantages of management relationships with key customers for the seller and the buyer^. The focus is made on the fact that a seller has a possibility of dividing with the buyer expenditures on research and development, reducing the cost of sales, stable and high sales and others. There are noted benefits of management of relationships with key customers and for customers: there is guaranteed purchase of goods of required quality; there is no need for constant search for potential suppliers; the issue of changing the contract, which is determined by the objective reasons, is quickly and efficiently resolved.
Authors and Affiliations
Dmitro Shtefanych, Olga Dyachun
Keywords
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