NAME – SATHAVALLI RAMU

ROLL NO. – 221451285

PROGRAM – BACHELOR OF BUSINESS ADMINISTRATION (BBA)

SEMESTER – 3RD SEMESTER

COURSE NAME/ CODE – ADVERTISING AND SALES (DBB2105)

 INTERNAL ASSIGNMENT

SET – 1

ANSWER 1.) DEFINITION OF ADVERTISING: Advertising is the non-personal

dissemination of information through various media channels to a wide audience. It is typically
paid for and persuasive in character regarding goods, services, or ideas by identified sponsors.

AS PER THE DEFINITION, ADVERTISING COMPRISES FIVE FUNDAMENTAL

COMPONENTS:

PAID FORM OF COMMUNICATION: Public service announcements (PSAs) are one type
of paid communication that the brand Brylcreem uses to reach potential customers. However,
other forms of advertising, like advertising, rely on donated space and time.

(i) RECOGNIZED SPONSOR: - The firm that sells brylcreem, Universe, is the sponsor; in
addition to having paid for the message, they are also recognized.

(ii) POWER OVER CONSUMER: Although in many instances the purpose of the message
is just to inform consumers and make them aware of the product or company, most advertising
attempts to convince or influence the consumer to do something. Brylcreem's "KEEP YOUR
HAND GLOSSIER, BLACKER -with cooling white" slogan is an attempt to sway customers.

(iii) REACH: A wide audience of potential customers is reached by advertising.

(iv) MEDIA: A wide range of mass media, most of which are impersonal, are used to spread
the message. In other words, advertising doesn't target a particular audience, however this is
gradually changing as more interactive media and the internet become available.

HISTORY OF PUBLISHING:

People have been exposed to advertising from the beginning of civilization. Research on
advertising shows that it cannot exist in a vacuum. In addition to being a byproduct of the
culture and commercial environment in which it functions, advertising is also one of the
marketing and communication strategies that work together to create the ideal conditions for a
good or service to be marketed.There are three main factors that have shaped the atmosphere
in which advertising was born. The first was the start of the realization of demographic
expectations. Second, in the later half of the 19th century, advertising played a role in the
industrial revolution that swept the United States. The shift from rural to urban society was the
third significant social change. Even while each of these factors was essential to the growth of
advertising, it is also evident that the introduction of widely available, branded products with
stable quality and effective transportation prepared the ground for advertising in the 20th
century. According to predictions, advertising in the twenty-first century will result from the
blending of communication through the internet, cable, television, and computer technologies.
As we usher in this exciting new century, globalization, diversity, and brand loyalty will be the
main concerns for advertising.

By looking back, researchers have been able to conclude that the first half of the 20th century
saw a sufficient evolution of the market for branded items due to the convergence of expanding
middle class demand, national distribution capabilities, and product availability. This
expansion aided in the development of the advertising sector, which exhibited the majority of
the fundamental roles that advertising still plays today. But when a legitimate and trustworthy
system for measuring the effects of advertising was developed, along with an ethical
framework for promotional messaging, advertising actually began to grow and thrive. Four
major periods can be distinguished in the history of advertising:

• ERA OF PREMARKETING: Communication was at best rudimentary from the prehistoric

era until the middle of the eighteenth century.

MASS COMMUNICATION: From the 17th century to the early 1900s. Advertising was able
to reach a wide range of people thanks to faster communication.

• RESEARCH ERA: The previous fifty years, during which time advances in technology and
processes, as well as the refinement of target markets, have brought advertising closer to the
ideal campaign.

• THE INTERACTIVE ERA: A time when consumers interact with communication. The
public choose when and where the media can reach them, as opposed to mass media delivering
messages to the public in a one-way manner. Significant control implications result for the
advertising sector from this.

ANSWER 2.) Several theoretical frameworks are helpful when creating an advertisement for
a marketing campaign. The hierarchy of effects model constitutes the initial theory. A means
to an end chain is what the second is. Leverage points can be developed using a means-to-end
chain strategy as well as the hierarchy of effects concept.

MODEL OF HIERARCHY OF EFFECTS

Among ideas about advertising, the hierarchy-of-effects model is most common. It aids in
making the goals of a specific advertisement and the goals of an advertising campaign more
clear. It also helps the marketing team decide on the most effective communications plan.
According to the model, a buyer—a consumer or a business—goes through six processes in
order to be persuaded to buy anything. The following are these six steps:

1.AWARENESS: The communicator's job is to create awareness if the majority of the target
audience is not familiar with the object. This can be done by using straightforward messaging
that just repeat the product name to raise awareness. Customers need to learn about the brand.

2.KNOWLEDGE: This step entails developing brand knowledge because the target audience
may be aware of the product but may not know much more. Understanding the brand name
and its meaning becomes crucial at this point. What unique qualities and advantages does the
brand offer? How does it vary from the brands of its competitors? Who is the intended
audience? If consumers are required to possess brand knowledge, these are the kinds of
questions that need to be addressed.

3.LIKING: How do target members feel about the product if they are aware of it? If the
audience has a negative opinion of the product, the communicator has to know why. Campaigns
for communication by themselves will not be sufficient to eliminate an unfavorable opinion if
it is founded on genuine issues. When a product has a problem, it must first be fixed before
you can discuss its improved quality.

4.PREFERENCE: Although the target market may enjoy the product, they may not think it is
superior to others. In this situation, the communicator needs to focus on fostering consumer
preference through the promotion of features such as performance, value, and quality. By
comparing audience preferences prior to and following the campaign, the communicator can
assess the campaign's effectiveness.

5.CONVICTION: A target market may have a preference for a certain product but lack the
self-assurance to purchase it. It is the communicator's responsibility to increase target audience
conviction.

6.BUY: Lastly, a portion of the target audience may be convinced but not quite move through
with the buy. They can decide to take action later or wait for more information. The
communicator needs these customers to complete the purchase, maybe by giving them a
discount, providing a premium, or allowing them to test it out. This is the point at which
customers genuinely look for information or make a purchase.
 Purchase

Conviction

Preference

Liking

Knowledge

Awareness

MEANS-END THEORY

A means-end-chain is a second theoretical strategy a creative (team) can employ while

designing an advertisement. According to this method, a commercial should convey a message
or provide a way for the viewer to reach their goal. The Means-End Conceptualization of
Components for Advertising Strategy (MECCAS) approach is based on means-end theory.
When making commercials, the MECCAS model recommends utilizing five components. Let's
use the "coca cola" commercial as an example to better comprehend these:

• The product's characteristics are that it is tasty and energizing.

• BENEFITS TO THE CONSUMER: Delectable and revitalizing are associated with the
advantages of freshness and flavour.

• LEVERAGE POINT: The advertisement's leverage point makes a connection between the
health benefits of a delectable beverage and the athlete's own value in selecting the appropriate
beverage.

• PERSONAL VALUES: the consumer's worth and the rationale behind their Coca-Cola
purchase. He might find the qualities "delicious" or "refreshing." To ensure that the message
reaches the intended audience, marketers must comprehend the importance of personal worth.
• THE EXECUTIONAL FRAMEWORK: The advertisement's text and baseball player are
meant to remind viewers that Coca-Cola is a healthy beverage. Your thirst is satisfied, and you
don't even burp.

ANSWER 3.) You will study about print media, its different forms, and its relevance. Print
media is one of the popular media for advertising.

No matter how well-thought-out and appropriate an advertisement is, its success always
depends on whether it is distributed through the most effective media while taking into account
the target market. The process of choosing the right media, or combination of media, is very
intricate. It entails creating a thorough media plan that makes an effort to match the right media
mix and media schedule with the advertisement and the target audience. To create an effective
media plan, a media planner needs to be very knowledgeable. They must, first and foremost,
have a complete awareness of how every media outlet that is pertinent to their specific
circumstances operates. This covers each medium's potential, constraints, current trends, and
jargon. Secondly, they need to understand the elements that make up a media plan. This entails,
among other things, choosing media objectives, assessing media according to the traits of the
target market, and scheduling media.

Print advertising can be found in newspapers, periodicals, pamphlets, and on other printed
materials including outdoor billboards and posters. Because they can pause and resume
reading, read sections out of sequence, or proceed through the publication at their own pace,
readers find that reading publications offers greater flexibility than watching or listening to
broadcasts. People tend to spend more time with print and take in its message more fully since
it is more tangible and less ephemeral than broadcast media. Print offers richer visuals, greater
detail, and a longer message life. For this reason, publications like adolescent today might be
helpful to businesses attempting to target a teenage readership with an advertisement using
adolescent clothing.

We will talk about the several print media options available to media planners in this unit and
how to use them efficiently.

OBJECTIVES: - You should be able to:

❖ Analyse why packaging is such a significant advertising opportunity.
❖ Explain out-of-home advertising and directory advertising.

❖ Identify the advantages and disadvantages of newspapers as a medium for advertising.

❖ Describe the factors that advertisers should know to make effective decisions about
advertising in magazines.
DESCRIPTION OF THE PRESS:
The following unique qualities of the press account for its dominance and power: - FULL

COVERAGE AND PERMANENTITY:

While television and radio are both transient and typically quick, newspapers and magazines
can offer in-depth articles that can be read, reread, and saved if necessary. This is accurate,
although while a city newspaper's lifespan might only be a few hours, many magazines
continue to exist for a while. You can also clip out items to save for future generations.
Magazines are read nearly everywhere and have a sizable pass-on readership.

A WIDE RANGE OF TOPICS INCLUDED: - Newspapers serve as a platform for many

linguistic, political, religious, and class groupings. Periodicals encompass a wide range of
niche interests. This is possibly the area in which the press excels the most because specific
and well-defined reading public segments can be reached by choosing the appropriate
periodicals. Mass media such as television and radio cannot accomplish this.

MOBILITY: - You can read and carry newspapers and magazines practically anyplace. For
instance, at home, on the road, at the office, in a waiting area, or in a library.

ANALYZABLE RESULTS:- Coupons and the conventional method of "keys or codes"

(which indicate which publication the coupon was cut from) can be used to compare the cost-
effectiveness and pulling power of several periodicals. One way to evaluate this would be to
divide the space cost by the total number of responses.

AVAILABLE STATISTICS: -
A plethora of statistical data regarding several newspapers and magazines is available due to
audience research and net sales audits conducted in developed nations and, to a growing extent,
in developing nations. In order to support the media schedule of suggested space and airtime
bookings, the media planner can present the media salesman with computer computations.

ADVANCED PRINTING:
Most periodicals and newspapers are offset-litho printed. These days, offset-litho prints have
very good picture quality, even in black and white, because the dot screen used is typically
almost twice as fine as the one used for letterpress printing. Periodicals created by offset-
lithography typically exhibit superior printing quality compared to photogravure, with more
precisely defined halftones and superior paper quality.
ESSENTIAL MEDIA CONCEPTS:
A media mix is the way different media are purposefully mixed together in an advertising plan.
For example, the iPod managers used newspapers and posters to announce a new product, and
then they used television advertisements to demonstrate how to use the product and billboards
to remind people to look for it when they go shopping. Certain TV shows (Comedy Circus,
CID), newspapers (The Telegraph, Mumbai Mirror), and magazines (The Sportster, Elle) can
all be considered media vehicles. Media planning, which often involves scheduling and
budgeting, is the process by which advertisers find and choose media options based on research
into the demographics of various media. The process of locating particular platforms, such TV
shows or websites, negotiating their advertising rates, and managing the ins and outs of billing
and payment is known as media purchasing. The percentage of the media audience that is
exposed to an advertiser's message at least once within a given time period is known as reach.
The number of times a person sees the advertisement is referred to as its frequency. A person's
chance to see an advertisement once in a broadcast program, newspaper, magazine, or outdoor
setting is known as an impression. A copy's circulation is its quantity sold. There are
professionals in the media sector who buy and sell advertising. The goal of media salespeople,
who work for media companies like magazines or television channels, is to formulate the
strongest arguments in order to persuade media planners to employ the mediums they represent.
Media representatives are individuals or organizations that offer space (in print) and time (in
broadcast) for a range of media. The actual quantity of printed and sold copies of a newspaper
or magazine is known as the rate base. The average number of readers for each copy sold is
known as readership.
ASSIGNMENT SET – 2

ANSWER 4.) A plan that positions a company's brand or product to obtain a competitive
advantage is called a sales strategy. Effective tactics facilitate the sales force's ability to
concentrate on target market clients and engage in meaningful, pertinent communication with
them. Salespeople must understand how their goods and services may meet the demands and
expectations of their clients. This is communicated by an effective sales strategy, which allows
the sales force to focus on the appropriate consumers at the right time. Therefore, in addition
to meeting with salespeople to discuss their own career aspirations, planning and developing
an efficient sales strategy necessitates looking at long-term sales goals and studying business
sales cycles. By completing these tasks, managers and business owners can have a deeper
understanding of seasonal variations, sales intervals, and sales staff motivation. Sales managers
should develop monthly and weekly strategies based on the long-term strategy after developing
a long-term sales strategy based on long-term goals. The following is a list of the various tactics
that a sales organization may use:
1. DIRECT STRATEGY:
When speaking with a customer, salespeople that use a direct sales tactic criticize their rivals.
They discuss every detail of the rival product and contrast it with their own. The phrase
"negative selling" describes a direct sales strategy in which purchases are made in response to
a negative assessment of the rival players.

2. INDIRECT STRATEGY: Without ever naming the competitor's goods or services, indirect
sales strategies employ more nuanced tactics by highlighting characteristics and advantages
that aren't offered with theirs. It takes investigation and competition analysis to implement this
more advanced, successful sales approach.

3. RELATIONSHIP STRATEGY: This approach places a strong emphasis on developing

and preserving a partnership-style relationship with the clients in which objectives, mutual
trust, and support are gradually fostered. The client is considered a partner in this instance.

4. DOUBLE-WIN STRATEGY: Basically, it's a win-win scenario when the salesperson and
the buyer are both satisfied with the transaction. Both parties appear to gain personally and
professionally from the arrangement, and neither appears to take advantage of the other.

5. INTEGRATED STRATEGY: An integrated sales strategy consists solely of combining

distribution and selling tactics.

6. CLIENT CENTERED STRATEGY: This approach places all of its attention on the selling
process and the wants, issues, and accomplishments of the client. The approach necessitates
having a thorough understanding of the customer as a person and as a part of the professional
network that includes everyone who might come into contact with them at work. It also
necessitates a comprehension of the client's own perspective, demeanor, beliefs, ideas,
responses to the circumstances at hand, etc.

7. HARD SALES VS SOFT SALES STRATEGY:

A sales team's primary goals should include generating new business and identifying potential
clients, both of which are crucial components of a sales strategy. The salesman may employ
one of two methods throughout the identifying process, as shown below: -
Tough ApproachSoft Strategy Self-Awareness and Customer-Concerned
Pre-recorded VideoSuitable for Conversation
Speaking and Paying Attention
Promoting Products and Offering Purchase Opportunities
Introducing FeaturesOutlining Advantages
Therefore, it is clear from the preceding that while purchasers are substantially appreciated in
soft sales, they are not acknowledged in hard sales.

8. TERRITORIAL STRATEGY: A territorial sales strategy may be employed when

marketing a single product line to a single industry that has clients spread across multiple areas.
A sales manager using this tactic will designate sales associates to exclusive territories within
a certain area. These sales agents will offer clients in that territory whole product lines made
up of several products. Sales of culinary equipment are an excellent illustration of this tactic.
When a sales representative for a firm that manufactures commercial food equipment sells to
cafeterias, school canteens, and restaurants within their designated region, they usually market
the company's whole product line.

9. THE FORCE STRATEGY FOR PRODUCT SALES:

When a business sells along product lines, it frequently employs a product sales force strategy.
By employing this tactic, a sales manager will mandate that their agents concentrate on pitching
a single product or a narrowly chosen selection of products. Managers employ this tactic when
their products are many and intricate. This tactic is frequently employed in healthcare sales,
when a salesman concentrates on pitching doctors and other healthcare professionals on
particular products that are essential to their particular field of medicine. Therefore, developing
a successful sales plan needs thorough company analysis, market research, understanding of
competitors' actions, and awareness of current trends. So, creating a successful sales plan
presents a number of difficulties for sales managers.

RESPONSIBILITIES OF SALES EXECUTIVES:

A sales executive primarily performs two sets of tasks: planning and operating. Sales
executives place varying amounts of weight on the planning and operating functions:
1) The kinds of goods
2) The company's size
3) The kind of organization that oversees.
At all organizational levels, sales leaders often invest more time and energy in the
planning function than the operational function. The many planning and operational
responsibilities of a sales executive are highlighted here.

OPERATING FUNCTIONS: These comprise the following:

i) managing the sales force
ii) managing relationships with employees in other departments of the company,
intermediaries, and customers
iii) coordinating and communicating with other marketing executives
iv) reporting to certain higher-ranking executives (such as the marketing vice president).
PLANNING FUNCTIONS: The sales program is one aspect of a sales executive's planning
responsibilities. These include:
i) establishing goals for personal selling;
ii) creating a sales program to help reach these objectives
iii) creating policies and strategies for sales; and
iv) organizing plans for their execution.
ADDITIONAL FUNCTIONS: A sales representative also handles a variety of additional
tasks. These include:
i) contributing to marketing decisions by offering sales data;
ii) assisting with budget preparation and sales quota formulation;
iii) aiding in the creation of sales territory; and
iv) supporting the business in comprehending the market and tailoring offerings accordingly.
Answer 5.) PERSONAL SELLING DEFINED:

Oral interactions with prospective customers with the goal of closing a deal are known as
personal selling. It may begin with an emphasis on building rapport with a potential customer
and conclude with an attempt to complete the deal.

One of the most crucial ways to get in touch with a potential customer one-on-one and
convince them to purchase the goods is through personal selling. It entails using a sales force
to support either a pull strategy, in which the sales force's duty is restricted to helping merchants
and offering after-sales service, or a push strategy, which encourages intermediaries to
purchase the product. Making a customer for life is the goal, in addition to just selling the
product to a consumer. This can be accomplished by presenting the products to the potential
customer in a way that persuades them that they can effectively meet all of their needs. Personal
selling is the art and talent of influencing customers to purchase goods or services through
persuasive presentation. Let's say a business wants to market washing machines. It assigns a
homemaker to be its salesperson. In their conversation, the salesman stresses to the housewife
the value of owning a washing machine. The salesman then goes on to explain to her the
features of the product and why it is superior to those of other brands. In addition, he offers
details on the cost and duration of the guarantee. After using every tactic to get her to buy, the
salesman seals the transaction. This is selling from the heart.

Consider the persons who approach you to sell commodities and things. How do they go about
things? They present you with a range of products, make an effort to explain their features and,
if necessary, demonstrate how they work, tell you of the cost and any discounts that are offered,
encourage you to purchase the product, and occasionally even make promises to bring you
specific items of your choosing in the future. As a result, in addition to educating and
explaining the product to you, they also convince you to purchase those things and entice you
to do so in the future. However, in order to make a more informed decision, you also learn
more about the product and examine it with your own eyes. This type of salesperson is known
as a "salesperson," and the method of selling is called "personal selling." Therefore, presenting
items to potential customers and convincing them to buy them is referred to as personal selling.
It entails in-person communication and tangible confirmation of the products being bought. In
certain stores, the proprietor may hire salespeople to utilize the personal selling strategy. These
salespeople can be found, for instance, at consumer goods businesses, saree boutiques, and
jewellery stores. Simply said, personal selling is the process of persuading potential customers
to buy the finished, marketable product.

The purpose and goals of personal selling

One of the more costly components of the sales tool's promotional mix is personal selling.
When the market is tiny, a company may choose to use a personal selling technique. It may
also do so to obtain information about the market, such as consumer reactions and competition
activity, or to find new customers or opportunities for publicity. Therefore, the following five
promotion objectives are met by personal selling:

i) BUILDING PRODUCT AWARENESS: Educating consumers about new product offerings

is a regular responsibility for salespeople, particularly when selling in business markets. In
actuality, salesmen play a significant part in industry trade exhibitions by talking products with
visitors. Therefore, employing personal selling to raise awareness is crucial when promoting
goods and services.

ii) CREATING INTEREST: Getting clients to try a product for the first time is a natural
outcome of personal selling, which involves person-to-person connection. Actually, generating
interest and increasing product awareness go hand in hand since salespeople may frequently
achieve both goals in the first meeting with a potential client.

iii) INFORMATION PROVIDING: A significant portion of salespeople's conversations with

clients center on product information. Marketing companies give a lot of sales support to their
sales employees, such as computer programs, research reports, brochures, and many other
types of informational materials that aid clients in making purchases.

iv) STIMULATING DEMAND: Persuading clients to make a purchase is, by far, the most
crucial goal of personal selling. Only when demand is generated and driven through a variety
of sales strategies is this achievable.

v) REINFORCING BRAND: The goal of most personal selling is to establish enduring

relationships with clients. A solid relationship with a customer can only be developed gradually
and calls for constant communication. Regular customer meetings enable salespeople to
frequently talk about their organization's products, which enhances customers' awareness of
what the company has to offer.

A RANGE OF PERSONAL SELLING GOALS INCLUDE: -

Selling goals can be broadly divided into two groups: qualitative goals and quantitative goals.
While quantitative targets are designed to achieve short-term company goals, qualitative
objectives are long-term, and management expects personal selling to achieve long-term
company objectives. Some goals for personal selling are as follows:

QUALITATIVE GOALS INCLUDE:

i) Completing the selling task.

ii) To take care of current customers.
iii) To find and acquire new clients.
iv) To gain and keep customers' assistance in promoting and stocking the product line.
v) To update clients on modifications to the product lineup and other facets of marketing plan.
vi) To support clients in marketing the product line.
vii) To offer clients technical guidance and support
viii) To support the middlemen's sales staff in receiving training.
ix) To counsel and support intermediaries with managerial issues.
x) To gather and provide market data to the company's management.
Quantitative goals include:

i) Gaining and holding onto a specific portion of the market.

ii) To increase sales volume in a manner that enhances profitability.
iii) To get the quantity of fresh accounts of a certain kind.
iv) To maintain personal selling costs within predetermined bounds.
v) To obtain a predetermined portion of the business from particular accounts.
As a result, the goals of personal selling are determined by the organization's current state and
future goals. To produce a targeted estimate, senior management works in tandem with the
managers of sales and marketing.
ANSWER 6.) TYPES OF SALES ORGANIZATIONS:

When a sales department is established using good principles, it will have a structure that
combines elements of four main types: committee, functional, line & staff, and line. The
organization takes on structural form as a result of the division of labour into positions and the
mapping of the links between those jobs. The most prevalent kinds are the first two—line and
line & staff. Organizations with committees and functions are uncommon. The majority of
sales departments have hybrid organizational structures that may be modified to suit different
operational environments and personality types.

The four primary categories of sales organization structures are as follows:

1. Organization for line sales

2. Organization for line and staff sales
3. A productive sales team
4. Committee-based sales structure
1). BUSINESS OF LINE SALES: -

The earliest and most basic type of sales organizational structure is the line sales organization.
In smaller businesses, it is commonly used. Smaller businesses that offer a narrow range of
products or serve a small geographic area, for example, employ this structure. The top sales
executives are at the top of the chain of command, which passes through subordinates. Every
executive has direct power, and every subordinate has a single point of contact with the person
at the next higher level. There is no denying that responsibility is fixed, and people who bear
it must also make choices and take action. Within the structure, authority lines are arranged
vertically. Additionally, each individual on any given organizational level is separate from that
level.

The line sales structure works best in businesses where the top sales executive is the direct
supervisor of every sales employee. Within these organizations, this executive is frequently
consumed with active monitoring and is rarely left with much time for planning or
collaborating with other senior executives. However, in situations when there are more than
two levels of authority, the line sales organization may be utilized. It is theoretically impossible
for people who are on the same level to communicate with each other. Interactions among
individuals at the same level are indirect and impact the subsequent higher level. The primary
justification for the usage of line organization is its fundamental simplicity. Discipline and
control issues are minimal because every department member answers to a single superior.
There are logical and distinct lines of authority and duty, and it is challenging for people to
change or avoid their obligations. Clear delegation of authority and responsibility reduces the
amount of time needed to decide on new plans, modify policies, and put those plans into action.
Executives can easily establish a close relationship with salespeople because of the simplicity.

The line sales organization's biggest flaw is how heavily it relies on the department head. The
head must possess exceptional talent, uncommon qualifications, and comprehensive
knowledge of all facets of sales management. When there are no subordinates with particular
expertise and abilities, this is helpful. Consequently, an over reliance on the department head
is common. The line organizational structure is inappropriate for businesses with large sales
staffs or those that are expanding quickly.

2.) STAFF AND LINE SALES ORGANIZATION:

extensive and medium-sized businesses frequently have line and staff sales departments,
which employ a sizable number of salespeople and distribute a variety of product lines over
extensive geographic regions. The top sales executive is given access to a team of specialists
and experts in areas such as dealer and distributor relations, sales analysis, sales organization,
sales personnel, sales planning, sales promotion, sales training, service, warehousing, etc. by
the line and staff organization, in contrast to the line organization. The top sales executives
benefit from this staff's ability to save time and relieve them of laborious details. They enable
their bosses to focus their energies on their areas of expertise. Staff specialists help to increase
the overall efficacy of the department research or provide staff executives with extensive
analysis if the top sales executive lacks the necessary skills or experience to manage specific
challenges. The top sales professional is able to plan ahead and attend to topics of greater
importance.

A portion of the general administrative workload that would normally fall on the general sales
manager is handled by the assistant to the manager. The benefits of specialization are primarily
what make the line and staff organization advantageous. Relieved of a large amount of detail
work, the chief sales officer is able to observe the department more broadly. Issues become
more clearly seen, and relationships between issues that at first glance seem unconnected are
highlighted. Specialized fields receive guidance and support from a pool of experts. Staff
members are assigned tasks in planning, and decisions and regulations are based on more solid
information. The senior sales executive can focus on managing and coordinating their staff in
the interim. Employees bear a large portion of the responsibility for resolving issues in their
fields. As a result, the senior sales executive can focus more on the interpersonal components
of management.

3. SALES FUNCTIONAL ORGANIZATION:

This type is based on the idea that each person in an organization, regardless of title, should
have as few unique responsibilities as possible in order to fully utilize the concept of
specialization. It is derived from the management theory created by Frederick W. Taylor.
.Authority and responsibility delegation are based on function. Every function inside the
organization falls under the purview of the same executive, regardless of its location.
Salespeople in the functional sales department receive instructions from multiple executives
regarding various facets of their job duties. Only at the top of the hierarchy is there provision
for coordinating the functional executives; executives at lower levels have no such duties.
Within a functional organization, all experts also have line authority and accountability, in
contrast to the line and staff model. Policies and even instructions can be implemented with or
without senior management's prior consent. Improved performance is the primary benefit cited
for the operational sales department. Experts are tasked with specialized tasks, and under their
direction, the sales force's efficacy should rise.The functional model's demand for a single
official to oversee the specialists is the source of the constraint. When there is a requirement
for a large number of salespeople, a broad product range, or an enormous marketing area, most
major enterprises require more administrative levels. There is some debate regarding the sales
department's functional organization's viability. Using a high degree of division of labour is
neither financially practical or feasible for small and medium-sized businesses. Large
companies with reliable operations and significant opportunities for labour division are good
candidates for functional organization. But even the majority of large companies reject
functional structure due to various reasons. Stable selling operations of large corporations are
the exception rather than the rule.

4. ORG. FOR COMMITTEE SALES: -

A committee is never the only entity used to organize a sales department in a committee sales
organization. It's a way to set up the executive group for planning and policy creation, but it
gives individual executives control over day-to-day operations, including carrying out plans
and policies. In order to create training plans and develop sales training rules, many companies
have a sales training committee that meets on a regular basis. This committee usually consists
of the general sales manager, the assistants, the sales training manager, and maybe
representative divisional or regional sales managers. However, the line and/or staff executives
in charge of sales training in their respective jurisdictions, or the company's sales training
manager, if one exists, are in charge of putting these plans and procedures into action. There
are benefits to the sales department using committees. Committee members discuss and weigh
critical issues against a range of perspectives prior to formulating policies and taking action.
Committee meetings facilitate cooperation among executive team members by providing a
forum for the exchange and sharing of differing viewpoints. However, it is hard to fix
accountability unless certain individuals are placed in charge of formulating policies and
making decisions. The primary function of committees is to provide centers of discussion and
ideas; as a result, many businesses forbid committees from making decisions or developing
policies.

THANK YOU