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COURSE OUTLINE

Course Title: SALES AND DISTRIBUTION MANAGEMENTInstructor: Pingali Venugopal

OBJECTIVEThe objective of the course is to provide a customer centric approach to the sales and

distribution function. The customer centric approach helps in (a) integrating advertising,

salesforce and channel members by building non-conflicting and non overlapping routesto fulfill the needs of the consumer during their brand and store decisions and (b)

developing frameworks for decision making keeping the customers as the primary focus.

EVALUATION

Term paper 50%

Final Exam 50%

TEXT BOOKPingali Venugopal (2008)

Sales and Distribution Management: An Indian Perspective, Response (Sage), New Delhi

1. Overview of Marketing

Reading: Chapter 2.

2. Selling

Reading: Chapter 2.3. Interface between Advertising Salesforce & Channel

Reading: Chapter 7.

Questions for discussion: Identify the areas where an interface would be

required between advertising, sales force and the channel. Suggest a framework fordesigning a interface between advertising, sales force and the channel.

4. Channel Design

Readings: Chapter 8.

Case: Rovey. Revising a Distribution Strategy.

Questions for discussion: What are the steps in designing a channel structure?

What criteria of evaluation should one use?5. Implementing Channel Design

Readings: Chapter 11.

Questions for discussion: What are the criteria for selecting channelmembers? How do you appraise the channel?

6. Channel CommitmentReading: Chapter 12.

Questions for discussion: How does one identify the needs of the channel

members? What are the alternate methods available for motivating the channel

members?

7. Sales Management, Territory allocation and Target setting

Reading: Chapter 17,18.

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Questions for discussion: Selling tasks are classified into four categories: Trade

selling, Missionary selling, Technical selling and New Business selling. Comment on

the classification. Identify the profile of the salesmen who would be effective underdifferent situations. What are the important issues in territory design and

modifications? How would you set quotas for salesmen?

8. Compensation & Motivation of Sales ForceReading: Chapter 19.

Questions for discussion: What are the major instruments (financial and non

financial) for motivating the sales personnel? In what situations would the aboveinstruments work best?

9. Evaluation & Control of Sales Personnel

Reading: Chapter 20.

Questions for discussion: How would you evaluate and control salespersonnel? What are the critical problem areas of Branch / Head Office interactions

with the sales force?

10. Internet as an alternate channel

Reading: Chapter 9.