controlling sales activity
TRANSCRIPT
Controlling Sales Activity
M.B.A.-Day
Types of Sales Control Activities
Annual plan control Profitability control Efficiency control Strategic control
Annual – Plan Control
Top and middle management To examine whether the planned results
are being achieved or not
Annual plan control
Goal setting (what do we want to achieve?)
Performance measurement (what is happening?)
Performance diagnosis (why is it happening?)
Corrective action (what should we do about it?)
Tools for annual plan control
Sales analysis- is the detailed exa
Profitability Control
Marketing controller /marketing manager To examine where the Co. is making or
losing money
Methodology of marketing profitability analysis
Identifying the functional expense Assigning the functional expense to the
marketing entities (selling, advertising, packing and delivery, billing & collecting)
Determining profits in relation to products, territories or customer segments
Determining the best corrective action
Efficiency Control
Marketing controller / marketing manager To evaluate and improve the spending
efficiency and impact of marketing expenditures
Efficiency control
Sales force efficiency Advertising efficiency Sales-Promotion efficiency Distribution efficiency
Strategic Control
Top management / marketing auditor To examine whether the Co. is pursuing
the best opportunities with respect to markets, products and channels
Strategic control
The marketing audit-is a comprehensive, systematic, independent and periodic examination of a Co.’s marketing environment, objectives, strategies and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the Co.’s marketing performance
The ethical and social responsibility review
Products and services offered are safe and fit for their intended use
Communications about offered products and services are not deceptive
All parties intend to discharge their obligations, financial and otherwise in good faith
Appropriate internal methods exist for equitable adjustment and/or redress of grievances concerning purchases