What is the sales management concept?

Question 1: 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 2: What is the essence of the current customer-centered marketing management concept? Customer relationship management (CRM) is a business strategy and management concept. Its core idea is to regard customers (including end customers, distributors and partners) as the most important enterprise resources, and tap their maximum long-term value by selecting and managing customers. CRM requires enterprises to establish a customer-oriented management mechanism, cultivate a customer-centered business philosophy and implement a customer-centered business process, so as to improve the profitability, income and customer satisfaction of enterprises, eliminate the phenomenon of single-handedness in customer interaction within the scope of marketing, sales and service business, and make it easy for enterprises to achieve all-round coordinated action to customers.

Based on the "customer-centered" business philosophy and culture, CRM realizes the comprehensive coordination and integration of market, sales and customer service through the overall positioning of customer orientation, so that the efficient and harmonious interaction with customers fills every link of the enterprise.

Question 3: What is the concept of sales management department? The marketing operation system I understand refers to the enterprise hard structure that guarantees and supports marketing activities. So what is marketing? According to the definition of American Marketing Association, marketing is a process of selecting, transmitting, spreading value and managing customer relationship for the benefit of the organization itself and its stakeholders.

From the simple definition, we can see that marketing activities are divided into three parts: selecting value, transmitting value and spreading value. Choosing value is the legendary STP, that is, choosing the right person, segmenting the market correctly, finding the right target market and making a good impression in the target market. Transferring value is how to deliver products or services to consumers, so we should develop products or services, prices, procurement, production and channels; Communication value is how to make consumers buy your products and make them feel that buying your things is very cheap.

Subdivided, marketing activities are to do several things: market information collection, consumer research, product management (product line planning, product life cycle management), price management (price setting, price maintenance, price adjustment to make up the price difference), channel management (channel development selection, channel incentive, channel evaluation, channel improvement), integrated marketing communication (advertising, promotion, etc.). ), and product supply guarantee (procurement, production). This structure can be the plane structure of marketing system, that is, it is decomposed from the definition of marketing selection, transmission and communication value, and the marketing activities of enterprises can be divided into these blocks.

Marketing operation system is just what is needed to support these activities. To understand the marketing operation system and define the construction of the marketing operation system, we should start with the organizational structure. What needs to be established first is the responsibility relationship between marketing center and finance and personnel; Responsibilities between financial, personnel and marketing centers and branches. The content of this responsibility relationship includes how to authorize and control personnel, finance and business. After understanding the rights and responsibilities, the marketing center can begin to do things within its responsibilities. In the process of doing things, we should establish our own process system, including the process system of the marketing center and the process system of the branch office, so as to improve organizational efficiency. Then we need to establish the best practices of marketing system, including supplier management manual, sales staff work manual and so on. , thus improving personal efficiency.

To sum up, the marketing operation system supports the development of marketing activities. First, it needs to be clear that the main body of marketing activities is the marketing center; Secondly, it needs to be clear, what is the functional interface between the marketing center and the departments of finance, personnel and logistics? What kind of power and responsibility does the marketing center have? Secondly, what are the responsibilities of finance, personnel, logistics, marketing center and branch? What are the rights and responsibilities of branches? Then, we should use the process system to link the business processes of the marketing center and the branch office to improve organizational efficiency; Finally, a best practice manual is needed to improve personal efficiency. This is my understanding of the process of building a marketing operation system.

Question 4: Marketing What is the marketing management concept? Marketing concept refers to the basic guiding ideology for enterprises to make business decisions and organize and manage marketing activities. It is a way of enterprise thinking and a guiding ideology of "taking consumer demand as the center and market as the starting point". According to the concept of marketing, the key to achieving organizational goals is to correctly determine the needs and aspirations of the target market, and deliver the content that the target market expects to meet more effectively and favorably than competitors.

Question 5: What is the personal marketing concept? Personal marketing concept refers to the guiding ideology and code of conduct that enterprises rely on when organizing and planning business management practice activities, and it is the embodiment of business philosophy and thinking method.

Marketing concept is the guiding ideology of enterprise marketing activities and the basic condition for effectively realizing marketing functions. Marketing concept runs through the whole process of marketing activities, which restricts the marketing objectives and principles of enterprises and is the basic strategy and means to achieve marketing objectives. Whether the marketing concept is correct or not is directly related to the quality and effect of enterprise marketing activities. For example, the marketing concept of Jingzhou Rural Credit Cooperative of China Rural Credit Cooperative: "Wait for customers to come to the door for active personal marketing services".

Question 6: What exactly does the marketing concept mean? Knowledge marketing Knowledge marketing refers to spreading new science and technology to the public and its influence on people's lives. Through popular science propaganda, let consumers know not only what it is, but also why it is, re-establish a new product concept, let consumers sprout demand for new products and broaden the market. With the advent of the era of knowledge economy, knowledge has become the capital of economic development, and the accumulation and innovation of knowledge has become the main power source to promote economic growth. Therefore, as an enterprise, while engaging in scientific research and development, we should think of the promotion of knowledge and minimize the market risk of successful development of a new product. To do this, we must operate knowledge marketing. Bill? Gates' practice of teaching computers before selling them is a typical knowledge marketing. He spent 200 million yuan to set up the Gates Library Foundation to equip libraries in some low-income areas around the world with the most advanced computers, and donated software to let the public accept computer knowledge. For another example, the popular science activity "Give you a golden key" launched by Shanghai Jiaotong University Only Company, through holding popular science lectures in the community, presenting biological popular science books to the public, holding popular science knowledge contests, etc., has improved the public's scientific health concept, triggered people's demand for biotechnology products, and achieved the goal that any other form of product marketing can't achieve, making the microecological preparation market develop from zero to nearly today in a short period of 10 years. Network marketing is to use the network for marketing activities. Nowadays, information is developed in the world, and information network technology is widely used in all fields of production and operation, especially in the field of marketing, forming network marketing. Merchants set up their own homepage on the computer network, and set up virtual stores on the homepage to display their goods. Customers can enter the virtual store through the network, choose goods, place orders and pay online, and merchants will deliver the orders to their doors after receiving them. Similarly, customers can feed back their opinions to the production process through the network, allowing producers to produce according to consumers' needs and tastes. On the one hand, it improves the level of coordination and cooperation between producers and consumers, on the other hand, it can reduce the interactive cost of enterprise product production. For example, GM's Buick Automobile Factory allows customers to design their favorite models, and customers can choose their own body, axle, engine, tires, color, interior structure and so on. Customers can see the appearance of the car assembled by the parts they choose through the network, and can continue to replace the parts until the customers are satisfied. This marketing method is becoming more and more popular in modern market conditions. According to the statistics of the International Telecommunication Union, the global online business turnover of 1997 reached US$ 50 billion, and the online advertising business reached US$ 906.5 million, more than three times that of 1996. There are about 65,438+0,200 Internet service providers in the United States, half of the 500 largest companies in the United States operate online, and there are countless small and medium-sized enterprises. Network marketing can promote enterprises to quickly understand market trends and customer needs through the network, save intermediate links and reduce sales costs. China enterprises should also take action in this regard and vigorously carry out online transactions. Green marketing means that enterprises fully embody environmental awareness and social awareness in the whole marketing process, provide consumers with scientific, pollution-free, resource-saving and good social morality goods and services, and adopt pollution-free or less pollution-free production and sales methods to guide and meet consumers' needs for environmental protection and physical and mental health. Its main goal is to protect and improve the ecological environment and social environment, protect and save natural resources, implement economical management, and ensure the safety, hygiene and convenience of consumer products, so as to improve people's quality of life and optimize human living space. To implement the green marketing strategy, we need to implement the 5R management principles, that is, research: pay attention to the countermeasures of enterprises to environmental pollution; Reduce: reduce or eliminate the discharge of hazardous waste; Recycling: recycling and reusing waste materials; Redevelopment: turn ordinary products into green products; Reserve: actively participate in environmental protection activities in the community and establish environmental awareness. Implementing green marketing is the general trend of international marketing strategy, and China enterprises should have a clear understanding of it and actively put it into action. According to relevant statistics, China has hundreds of export products worth more than $5 billion, which will be banned from production and sales due to international conventions on the ozone layer, and export products worth more than $4 billion will be banned. & gt

Question 7: What are the five marketing management concepts of modern enterprises? Referred to as "marketing", Taiwan Province Province is often referred to as "marketing"; It refers to the process that individuals or collectives obtain what they need by trading their own products or values, so as to achieve a win-win or win-win situation. It contains two meanings: one is verb understanding, which refers to the specific activities or behaviors of enterprises, which is called marketing or market operation at this time; The other is noun understanding, which refers to the study of enterprise marketing activities or behaviors, and is called marketing, marketing or marketing. The marketing management concepts of modern enterprises can be summarized into five kinds, namely, production concept, product concept, promotion concept, marketing concept and social marketing concept. The concept of production is one of the oldest concepts to guide the behavior of sellers. This concept came into being before the 1920s. According to the production concept, consumers like low-priced products that can be bought everywhere, and enterprises should devote themselves to improving production efficiency and circulation efficiency, expanding production and reducing costs to expand the market. Obviously, the concept of production is a business philosophy that emphasizes production and ignores marketing. Product concept It is also an earlier enterprise management concept. According to the product concept, consumers like products with high quality, multi-function and certain characteristics best, and enterprises should devote themselves to producing high-value products and constantly improve them. It comes from the situation of "seller's market" in which the market products are in short supply. The easiest place to breed product creativity is when enterprises invent new products. At this time, enterprises are most likely to lead to "marketing myopia", that is, improperly focusing on products rather than market demand, lacking foresight in marketing management, only seeing the good quality of their own products, but not the changes in market demand, which leads to the dilemma of enterprise management. The concept of promotion (or sales concept) came into being from the late 1920s to the early 1950s. It is another concept adopted by many enterprises, which is expressed as "what I sell, what customers buy". It believes that consumers usually show a kind of inertia or rebellious psychology. If left alone, consumers will generally not buy enough products of a certain enterprise. Therefore, enterprises must actively publicize and vigorously promote sales, so that consumers can buy their products in large quantities. Marketing concept Marketing concept is a challenge to the above concept and a new enterprise management concept. This concept is based on meeting the needs of customers, that is, "what customers need, they produce." According to the marketing concept, the key for an enterprise to achieve its goal is to correctly determine the demand and desire of the target market, and deliver the goods or services expected by the target market more effectively than competitors, so as to meet the demand and desire of the target market more effectively than competitors. Social marketing concept Social marketing concept is a revision and supplement to marketing concept. It came into being in the 1970s under the new situation of western capitalism, such as energy shortage, inflation, increasing unemployment, serious environmental pollution and the prevalence of consumer protection movement. According to the concept of social marketing, the task of an enterprise is to determine the needs, desires and interests of each target market, and provide the target market with goods or services that can meet their needs, desires and interests more effectively and favorably than competitors by protecting or improving consumers and social welfare. To sum up the above five business ideas, their emergence and existence have their historical background and inevitability, and they are all related and adapted to certain conditions. 2/kloc-0 At the beginning of the 20th century, foreign enterprises are shifting from production to operation or service. In order to survive and develop, enterprises must establish modern marketing concepts and social marketing concepts. However, China is still in the primary stage of socialist market economy. Restricted by the development degree of social productive forces, the market development trend, the situation of economic system reform and the income of ordinary residents, China's business concept is still in the stage of sales promotion and coexistence of various concepts.

Question 8: What is the marketing concept? The idea of operating Sichuan refers to the basic guiding ideology for enterprises to make business decisions and organize marketing activities, and it is also the business idea of enterprises. It is an idea, an attitude, or an enterprise way of thinking. Marketing concept is a management guiding ideology of "taking consumer demand as the center and market as the starting point". According to the concept of marketing, the key to achieving organizational goals is to correctly determine the needs and aspirations of the target market, and deliver the content that the target market expects to meet more effectively and favorably than competitors.

Question 9: How to write the management concept? Market economy is a competitive economy. Enterprises operating under competitive conditions must have some competitive advantages over other enterprises if they want to survive and develop. The so-called competitive advantage refers to some characteristics of enterprises compared with competitors. Facing the opportunities and challenges brought by the tide of economic globalization, enterprises should innovate their business ideas and form competitive advantages.

First, build a new concept of high-grade humanized service.

Under the normal market economy, in order to realize the "thrilling leap" from commodity to currency and from commodity to gold, enterprises have formulated various sales strategies and established marketing concepts with the market as the starting point, products as the support, customer demand as the center and profit as the purpose. On the surface, this marketing concept is in line with the actual situation of market economy. There are many successful examples as empirical support. However, a careful analysis of this traditional marketing concept shows that there are obvious theoretical deviations. Specifically, firstly, the "customer-centered" and "customer is God" put forward by this marketing concept are not really based on the interests and needs of customers, but take meeting customer needs as a means for enterprises to realize their own interests; Second, this marketing concept ignores the existence of negative external effects of enterprise production and operation, and denies the commitment of enterprises to social responsibility. Therefore, if enterprises in China want to gain and maintain their competitive advantage continuously, they must build a high-grade humanized service marketing concept with caring for "people or people's hearts" as the core. This high-grade humanized service concept must meet two requirements: first, to satisfy customers, that is, the products and services provided by enterprises to customers must meet or exceed customers' expectations in advance; The second is to meet the society, that is, the products and services provided by enterprises to customers must also meet or exceed the expectations of society in advance.

Second, build a new concept of efficient scientific and technological innovation.

Under the normal market economy, enterprises should not only rely on the power support provided by capital operation, but also rely on the technical guarantee provided by scientific and technological innovation if they want to continuously introduce high-quality products to the market. Without scientific and technological innovation, any high-quality R&D and production will become empty talk. Therefore, in the fierce market competition, in order to survive and develop, the role of scientific and technological innovation cannot be underestimated or ignored. Under the background of economic globalization, due to the popularization of modern high-tech means and its wide application in production and operation, not only product barriers but also technical barriers have been completely broken. A new product or technology has just been developed and put on the market. Soon, products or technologies with the same attributes, even higher and better, will compete with or even replace them. The emergence of this situation will not only greatly threaten the profit advantage of scientific and technological innovators, but also greatly shorten the profit time. With the follow-up of a large number of competitors, the profit space of technological innovators will be greatly compressed, and even lead to profit transfer. Therefore, in the fierce international competition, enterprises want to obtain sustained profits. To control the commanding heights of excess profits in the market, we must build an efficient concept of scientific and technological innovation, which is not only manifested in the strong and fast ability of scientific and technological innovation, but also in the strong and fast ability of scientific and technological innovation to transform into real productive forces.

Third, build a new concept of high-profit capital operation.

In a sense, capital is the main driving force for enterprises to engage in product R&D and production. Specifically, in the rapidly changing market, enterprises can rely on capital to operate. First, we can change from relying solely on product management to developing diversified industrial management to ensure the safety of enterprise management; Second, seek credit funds from enterprises in multiple ways to solve the problems of idle assets and poor capital operation of enterprises; Third, carry out technological innovation and expand investment in technological transformation, and obtain scale benefits that cannot be obtained by other means through moderate expansion of production scale. With the trend of economic globalization and the development of Internet information technology, China enterprises can optimize the allocation of resources, adjust the product structure and industrial structure, and seek a wide range of partners, so as to provide consumers with * * * products at the lowest price and the highest quality; On the other hand, enterprises in China have to face the challenges brought by fierce competition, such as oversupply of products, falling profit margins or even zero. Therefore, if Chinese enterprises want to gain an advantage in the competition, they must build a new concept of capital operation, correctly handle the relationship between economic development and economic benefits of enterprises, pay attention to both market share and high profit acquisition, and avoid falling into a "black hole of goods without profit" that blindly pursues high market share and high growth rate regardless of benefits.

Fourth, build quality products ... >>