Sales-Related Marketing Policies and Personal-Selling Strategy

Sales-related marketing policies are the guidelines within which the company seeks to reach both qualitative and quantitative personal-selling objectives. They provide guidance on what to sell (product policies) and to whom to sell (distribution policies). Decisions on what to sell and to whom to sell shape the fundamental nature of a company and are important determinants of the kind of sales personnel and their total number (the two components of personal-selling strategy). Pricing policies, too, have an important impact, especially on the kind of sales staff; salespeople have to persuade target buyers not only to accept the company’s products but at the prices asked. Sales-related marketing policies, like personal-selling objectives, vary with the competitive setting. It is important that they be attuned to a company’s particular situation under conditions of monopolistic or oligopolistic com­petition, much more so than when there is no direct competition.

Source: Richard R. Still, Edward W. Cundliff, Normal A. P Govoni, Sandeep Puri (2017), Sales and Distribution Management: Decisions, Strategies, and Cases, Pearson; Sixth edition.

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