Selling and Sales Management

545 Pages·2015·7.238 MB·English

by  David Jobber, Geoffrey Lancaster

Tenth Edition Tenth
Edition
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David Jobber & Geoff Lancaster
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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.
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This new edition comes fully updated with new case studies, using working A
businesses to connect sales theory to the practical implications of selling in a AND SALES
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modern environment. It also contains the results from cutting-edge research
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that diff erentiates it from most of its competitors. The book continues to place
emphasis on global aspects of selling and sales management. Topics covered include S
technological applications of selling and sales management, ethics of selling and
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sales management, systems selling and a comprehensive coverage of key account
management.
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New to this edition
(cid:127) New case studies and practical exercises. G
(cid:127) Fully updated coverage of strategic selling and partnering. E
(cid:127) Expanded coverage of ethical issues. M
(cid:127) Enhanced discussion of the role of social media in selling.
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(cid:127) Expanded coverage of the management of sales channels.
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(cid:127) Increased number of examination questions at the end of each chapter.
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David Jobber is Emeritus Professor of Marketing at Bradford University and LJ
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has served on the editorial boards of numerous marketing and sales management a
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Selling and Sales Management
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Tenth Edition
Selling and Sales Management
David Jobber and Geoff Lancaster
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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
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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
v
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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
vi
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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
vii
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Contents
Part Two Sales environment 75
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
viii
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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
ix
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