Selling and Sales Management 10th Ed

545 Pages·2020·7.22 MB·English

SELLING
AND SALES
MANAGEMENT

David Jobber & Geof Lancaster

www.pearson-books.com

Front cover image:
© Getty Images

SELLING AND SALES MANAGEMENT

Tenth
Edition

Jobber &

Lancaster

Tenth Edition
SELLING
AND SALES
MANAGEMENT
David Jobber & Geof Lancaster

Over the past quarter of a century, Selling and Sales Management has proved itself to
be the defi nitive text in this exciting and fast-paced subject area.

This new edition comes fully updated with new case studies, using working
businesses to connect sales theory to the practical implications of selling in a
modern environment. It also contains the results from cutting-edge research
that dif erentiates it from most of its competitors. The book continues to place
emphasis on global aspects of selling and sales management. Topics covered include
technological applications of selling and sales management, ethics of selling and
sales management, systems selling and a comprehensive coverage of key account
management.

David Jobber is Emeritus Professor of Marketing at Bradford University and
has served on the editorial boards of numerous marketing and sales management
journals. He also served as Special Advisor to the Research Assessment Exercise
panel that rated research output from business and management schools throughout
the UK. David has also received the Academy of Marketing Life Achievement award
for extraordinary and distinguished services to marketing.

Geof Lancaster is Dean of Academic Studies at the London School of Commerce
and was formerly Chairman of Durham Associates Group Ltd, which he guided to
obtaining the Queen’s Award for Exporting. He was formerly Senior Examiner to
the Chartered Institute of Marketing and Chief Examiner to the Institute of Sales
and Marketing Management. His Professorship is a lifetime award for research and
publishing in the area marketing.

New to this edition
•
New case studies and practical exercises.
•
Fully updated coverage of strategic selling and partnering.
•
Expanded coverage of ethical issues.
•
Enhanced discussion of the role of social media in selling.
•
Expanded coverage of the management of sales channels.
•
Increased number of examination questions at the end of each chapter.

Tenth Edition
Tenth Edition
Tenth Edition

CVR_JOBB8007_10_SE_CVR.indd 1
03/03/2015 09:57

Selling and Sales Management

A01_JOBB8007_10_SE_FM.indd 1
27/02/15 6:24 pm

A01_JOBB8007_10_SE_FM.indd 2
27/02/15 6:24 pm

Selling and Sales Management

Tenth Edition

David Jobber and Geoff Lancaster

A01_JOBB8007_10_SE_FM.indd 3
27/02/15 6:24 pm

Pearson Education Limited
Edinburgh Gate
Harlow CM20 2JE
United Kingdom
Tel: [phone]
Web: www.pearson.com/uk

First published as Sales Technique and Management by Macdonald & Evans Ltd in 1985
Second edition published by Pitman Publishing, a division of Longman Group UK Ltd in 1990
Third edition published by Pitman Publishing, a division of Longman Group UK Ltd in 1994
Fourth edition published by Pitman Publishing, a division of Pearson Professional Ltd in 1997
Fifth edition published by Financial Times Management, a division of Financial Times Professional Limited in 2000
Sixth edition published 2003 (print)
Seventh edition published 2006 (print)
Eighth edition published 2009 (print)
Ninth edition published 2012 (print and electronic)
Tenth edition published 2015 (print and electronic)

© Macdonald and Evans Ltd 1985 (print)
© David Jobber and Geoff Lancaster 1990 (print)
© Longman Group UK Ltd 1994 (print)
© Pearson Professional Ltd 1997 (print)
© Financial Times Professional Ltd 2000 (print)
© Pearson Education Limited 2003, 2009 (print)
© Pearson Education Limited 2012, 2015 (print and electronic)

The rights of Professor David Jobber and Professor Geoffrey Lancaster to be identified as authors of this Work have been asserted by them in ac-
cordance with the Copyright, Designs and Patents Act 1988.

The print publication is protected by copyright. Prior to any prohibited reproduction, storage in a retrieval system, distribution or transmission
in any form or by any means, electronic, mechanical, recording or otherwise, permission should be obtained from the publisher or, where
applicable, a licence permitting restricted copying in the United Kingdom should be obtained from the Copyright Licensing Agency Ltd, Saffron
House, 6–10 Kirby Street, London EC1N 8TS.

The ePublication is protected by copyright and must not be copied, reproduced, transferred, distributed, leased, licensed or publicly performed
or used in any way except as specifically permitted in writing by the publishers, as allowed under the terms and conditions under which it was
purchased, or as strictly permitted by applicable copyright law. Any unauthorised distribution or use of this text may be a direct infringement of the
author’s and the publishers’ rights and those responsible may be liable in law accordingly.

All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher
any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by
such owners.

Pearson Education is not responsible for the content of third-party internet sites.

ISBN: 978–1-292–07800–7 (print)

978–1-292–07803–8 (PDF)
978–1-292–07801–4 (eText)

British Library Cataloguing-in-Publication Data
A catalogue record for the print edition is available from the British Library

Library of Congress Cataloging-in-Publication Data
Jobber, David, 1947-
Selling and sales management / David Jobber and Geoff Lancaster. — 10th edition.
pages cm
Includes index.
ISBN 978-1-292-07800-7
1. Selling. 2. Sales management. I. Lancaster, Geoffrey, 1938- II. Title.
HF5438.25.J63 2015
658.8’1—dc23
2014046929

10 9 8 7 6 5 4 3 2 1
19 18 17 16 15

Print edition typeset in 9.5/12.5 pt Charter ITC Std by 71
Print edition printed by Ashford Colour Press Ltd, Gosport

NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION

A01_JOBB8007_10_SE_FM.indd 4
27/02/15 6:24 pm

v

Brief contents

List of figures
xiv
List of tables
xvi
About the authors
xviii
Preface
xix
Acknowledgements
xxi

Part One
Sales perspective
1

1 Development and role of selling in marketing
3

2 Sales strategies
47

Part Two
Sales environment
75

3 Consumer and organisational buyer behaviour
77

4 Sales settings
109

5 International selling
152

6 Law and ethical issues
196

Part Three
Sales technique
217

7 Sales responsibilities and preparation
219

8 Personal selling skills
239

9 Key account management
269

10 Relationship selling
293

11 Direct marketing
316

12 Internet and IT applications in selling and sales management
338

Part Four
Sales management
371

13 Recruitment and selection
373

14 Motivation and training
391

15 Organisation and compensation
419

A01_JOBB8007_10_SE_FM.indd 5
27/02/15 6:24 pm

vi

Brief Contents

Part Five
Sales control
437

16 Sales forecasting and budgeting
439

17 Salesforce evaluation
472

Appendix: Case studies and discussion questions
487

Index
501

A01_JOBB8007_10_SE_FM.indd 6
27/02/15 6:24 pm

vii

Contents

List of figures
xiv
List of tables
xvi
About the authors
xviii
Preface
xix
Acknowledgements
xxi

Part One Sales perspective
1

1 Development and role of selling in marketing
3

Objectives
3

Key concepts
3

1.1
Background
4

1.2
Nature and role of selling
4

1.3
Characteristics of modern selling
5

1.4
Success factors for professional salespeople
7

1.5
Types of selling
8

1.6
Image of selling
12

1.7
The nature and role of sales management
14

1.8
The marketing concept
16

1.9
Implementing the marketing concept
21

1.10
Relationship between sales and marketing
37

1.11
Conclusions
42

References
43

Practical exercise: Mephisto Products Ltd
44

Examination questions
46

2 Sales strategies
47

Objectives
47

Key concepts
47

2.1 Sales and marketing planning
47

2.2 The planning process
48

2.3 Establishing marketing plans
48

2.4 The place of selling in the marketing plan
60

2.5 Conclusions
72

References
72

Practical exercise: Auckland Engineering plc
73

Examination questions
74

A01_JOBB8007_10_SE_FM.indd 7
27/02/15 6:24 pm

viii

Contents

3 Consumer and organisational buyer behaviour
77

Objectives
77

Key concepts
77

3.1 Differences between consumer and organisational buying
78

3.2 Consumer buyer behaviour
79

3.3 Factors affecting the consumer decision-making process
85

3.4 Organisational buyer behaviour
91

3.5 Factors affecting organisational buyer behaviour
97

3.6 Developments in purchasing practice
100

3.7 Relationship management
104

3.8 Conclusions
105

References
105

Practical exercise: The lost computer sale
107

Examination questions
108

4 Sales settings
109

Objectives
109

Key concepts
109

4.1 Environmental and managerial forces that impact on sales
110

4.2 Sales channels
116

4.3 Industrial/commercial/public authority selling
122

4.4 Selling for resale
124

4.5 Selling services
129

4.6 Sales promotions
132

4.7 Exhibitions
136

4.8 Public relations
140

4.9 Conclusions
146

References
146

Practical exercise: Yee Wo Plastic Piping Components Ltd
147

Practical exercise: Gardnov Ltd
148

Practical exercise: Quality Chilled Foods Ltd
150

Examination questions
151

5 International selling
152

Objectives
152

Key concepts
152

5.1 Introduction
153

5.2 Economic aspects
153

5.3 International selling at company level
161

5.4 Cultural factors in international selling
163

5.5 Organisation for international selling
172

5.6 Pricing
181

Part Two Sales environment
75

A01_JOBB8007_10_SE_FM.indd 8
27/02/15 6:24 pm

ix

Contents

5.7 Japan – a study in international selling
183

5.8 Conclusions
187

References
188

Practical exercise: Selling in China
188

Practical exercise: Syplan
189

Practical exercise: Wardley Investment Services (Hong Kong)
191

Practical exercise: Quality Kraft Carpets Ltd
192

Examination questions
194

6 Law and ethical issues
196

Objectives
196

Key concepts
196

6.1 The contract
197

6.2 Terms and conditions
198

6.3 Terms of trade
198

6.4 Business practices and legal controls
202

6.5 Ethical issues
206

6.6 Conclusions
211

References
211

Practical exercise: Kwiksell Cars Ltd
212

Practical exercise: ChevronTexaco cuts losses with Innovetra Fraud Alerter
214

Examination questions
216

Part Three Sales technique
217

7 Sales responsibilities and preparation
219

Objectives
219

Key concepts
219

7.1 Sales responsibilities
219

7.2 Preparation
228

7.3 Conclusions
235

References
235

Practical exercise: The O’Brien Company
236

Practical exercise: Presenting New Standa Plus: The final word

in hydraulic braking systems?
237

Examination questions
238

8 Personal selling skills
239

Objectives
239

Key concepts
239

8.1 Introduction
239

8.2 The opening
242

8.3 Need and problem identification
243

8.4 The presentation and demonstration
245

A01_JOBB8007_10_SE_FM.indd 9
27/02/15 6:24 pm