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Selling and Sales Management PDF

545 Pages·2015·7.238 MB·English
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Tenth Edition Tenth Edition SELLING S E AND SALES L L I MANAGEMENT N G A TTTeeennnttthhh EEEdddiiitttiiiooonnn David Jobber & Geoff Lancaster N SELLING D 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. S 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 L modern environment. It also contains the results from cutting-edge research E 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 MANAGEMENT M sales management, systems selling and a comprehensive coverage of key account management. A N A 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. E (cid:127) Expanded coverage of the management of sales channels. N (cid:127) Increased number of examination questions at the end of each chapter. T David Jobber is Emeritus Professor of Marketing at Bradford University and LJ o has served on the editorial boards of numerous marketing and sales management a nb journals. He also served as Special Advisor to the Research Assessment Exercise cb panel that rated research output from business and management schools throughout ae sr the UK. David has also received the Academy of Marketing Life Achievement award t for extraordinary and distinguished services to marketing. e& r Gaonbedtoa wiffn ai nLsg af otnhrcmea Qesrtuleye rCe inhs’ asD irAemwaanan ro dof ffAo Dcr auEdrxhepamomirct AiSntsgus. odHcieeias t waetas stGh feoro rLmuopen rLdltoyd nS, ewSnchihoiocrho E lh xoeaf mg Cuiniodemerd mt oteo r ce © GettyFront cov David Jobber & Geoff Lancaster the Chartered Institute of Marketing and Chief Examiner to the Institute of Sales Imaer im apnudb lMishairnkge itnin tgh Me aarneaag emmaerknet.t iHngis. Professorship is a lifetime award for research and www.pearson-books.com gesage: 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 Tenth Edition Selling and Sales Management 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: +44 (0)1279 623623 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 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 A01_JOBB8007_10_SE_FM.indd 5 27/02/15 6:24 pm 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 A01_JOBB8007_10_SE_FM.indd 6 27/02/15 6:24 pm 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 A01_JOBB8007_10_SE_FM.indd 7 27/02/15 6:24 pm 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 A01_JOBB8007_10_SE_FM.indd 8 27/02/15 6:24 pm 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 A01_JOBB8007_10_SE_FM.indd 9 27/02/15 6:24 pm

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