Channels and sales Flashcards
(26 cards)
What is “Sales,” and why is it important to marketing?
Sales is the process of human interaction to secure transactions, crucial for converting consumer interest into revenue. It often outspends marketing by over 6:1.
How is marketing related to sales in an FMCG company?
Marketing generates consumer interest, while sales negotiates product placement with retailers, essential for consumer access.
Why is sales considered to be at “the end” of the marketing process?
Sales closes transactions after marketing creates awareness, guiding customers to finalize choices.
What role does packaging play in FMCG sales?
Packaging acts as a “silent ambassador” at the point of sale, crucial since most FMCG purchases lack direct marketing support.
What is the importance of the “Consideration Set” in the marketing-sales process?
The consideration set includes brands marketing promotes, while sales secures transactions from this shortlist through direct engagement.
Why is “Category Management” significant in FMCG sales?
Category management aligns products for profitability, led by managers who negotiate with retail buyers.
How does sales support channel flows in FMCG?
Sales facilitates the movement of goods/services and payments, providing market intelligence and aiding communication within retail channels.
How does large-item personal sales impact the FMCG industry?
Access to consumers relies on personal sales to retail gatekeepers who control product distribution.
What is a “planogram,” and why is it important in FMCG?
A planogram is a layout for product placement, critical for brand visibility and competitive positioning.
What are the stages in the FMCG evaluation and purchase process?
The process involves awareness and point-of-sale cues leading to quick decisions.
What is FMCG?
Fast-Moving Consumer Goods (FMCG) are low-cost products that sell quickly, such as groceries and toiletries, with a short shelf life.
How is marketing typically perceived in relation to sales in durable goods companies?
Marketing is often seen as subordinate, with sales operating independently.
What is a key challenge in coordinating marketing and sales in durables companies?
The sales force may operate outside marketing’s control and report to management.
How does marketing support sales in B2B companies?
Marketing supports sales on individual accounts and strategic planning.
Why is marketing important in high-value sales situations?
Marketing can influence sales outcomes and provide strategic support.
What are the main elements of the sales process?
Observe.
Approach and identify drivers.
Assess needs and suggest alternatives.
Define solutions and close.
What role does marketing play in large-scale sales transactions?
Marketing supports sales with a minor role, focusing on PR.
How do marketing and sales functions interact in large companies?
Marketing is present in sales-driven companies to support efforts.
What is the significance of understanding marketing’s role in a sales-driven environment?
Recognising marketing’s role enhances strategy alignment and sales effectiveness.
Main role of a sales representative?
Selling, with tasks like research, prospecting, and customer communication.
What is consultative selling?
Selling after steps focused on customer needs.
Key stages in the sales process?
Identifying targets, planning, contact, analyzing needs, presenting solutions, answering objections, closing, follow-up.
Why analyze customer needs?
To match the product’s value to customer requirements.
What is the closing stage?
Pushing for a final purchase decision.
