 డాకరాచాయారంత్ పతంట్పనిందిందరంది. సఋరడిపూత్కికింరి. బిస్దినొ ఇవంది. పనిalley�దిందాబెలిపూది. వానోకింది. వానోకిందాకి. పనికిలాబ We have understood the concept of sales management. In the second part we have understood the roles and functions of sales managers. And here in this third video we should be able to understand that what is the relationship between marketing and sales management. And then we shall take up the other learning objectives, outline the factors affecting sales management. So what is the relationship between marketing and sales management? Can we consider sales management in isolation? No. Sales management is a part of marketing. We cannot think of marketing minus sales management. Because ultimately selling will have to take place in order to have meaningful, mutually beneficial sales. We need to apply the concepts, principles of marketing. So there is a very, you know, relationship, integrated relationship between selling and marketing. So we shall explore that relationship. Then we shall try to understand that what are the factors which affect the functioning of sales management. Let us first take this one, relationship between marketing and sales management. Marketing is a broader concept than sales management. You have already discussed in your marketing paper in some other course, right, in your other semesters, prior semesters, that marketing is basically what? It's an integrated function, is not it? Marketing involves mix, product, price, place, promotion. Four piece, is not it? Although do we discuss about some other piece in some other context, but for the purpose of simplicity, let us take this four piece, product, price, place, promotion. This is the broader marketing mix. Within this broader marketing mix, there are some other mixes. Suppose in case of promotion, we talk about promotional mix. Promotion covers advertising, personal selling, that is our sales management. Publicity, public relations, direct marketing. Even direct marketing has also got sales implications. Though for the purpose of discussion, for the purpose of having as a body of knowledge, we try to segregate all these, but basically in practice, in essence, all are interrelated. So marketing is a broader concept than sales management. Sales management contributes to the achievement of the marketing objectives. And achievement of the marketing objectives contributes to the achievement of the company objectives. Is not it? There is the hierarchy, hierarchy of planning, is not it? From the company level, division level, function level, company level, marketing, after marketing, sales, it could be advertising also. So marketing is a broader concept than sales management. Sales management contributes towards the accomplishment of the marketing objectives. Then sales managers, right, they are not headquarter based. Within the headquarter also, there are some marketing people. Say the head of marketing research, that person may be in the headquarter. The general manager sells. He also might be based in headquarter, but occasionally he will have to be, or may be regularly he will have to visit the various fields, right, in order to establish relationship with the customers. So headquarter marketing team and the sales force, sales force will be working in the field. So the headquarter needs continual information from the field. Say take the example of a medical representative. The medical representative has visited say 5A category doctors on the previous day. Likewise suppose the company might be having say 300 medical representatives. And all the 300 medical representatives have sent their emails, have sent the company's MIS Marketing Information System and the company has come to know that in the previous day, all over the country, say 5,000 A category doctors have been visited. Or say 5,000 continent doctors have been visited. Out of those 5,000 doctors, say 1,500 A category doctors have been visited. So if a category doctor prescribes, so there is likely to be some demand. So the company will have an allocation that this is the pattern of our visit on the doctors. So that is that coordination the headquarter only will be able to do. Say the ASAM-based medical representative will not have access to those kind of information. So ASAM-based medical representative will have to be given by the instructions by the headquarter. So that coordination between headquarter and the field this is the relationship between sales management and marketing management. Sales management provide the field-found inputs to the headquarter so that they can monitor what is happening in the market. Then this is the most important aspect that integration of sales and marketing. Dear learners, if you remember in the first part of this video I stated that nothing can be seen in isolation. We cannot see sales in isolation. We cannot see marketing in isolation as such. Marketing has to be seen in terms of the coordination of the other departments. If the production people do not produce the good quality things marketing will not be able to market those products. Marketing has been able to get the right product at the right price but if the sales people do not contribute the right product, right price may not get sold in the market. Everyone's contribution is essential and those contribution will have to be integrated. So sales and marketing function is essential. Likewise marketing and other functions is also essential. So integration is the hallmark for the success. Nothing will work in isolation. Isolated manner no function can give the desired result. It needs to be integrated. Only integrated manner is the solution. Otherwise there will be a larger purpose will get lost. So what are the factors which affect sales management? Say in case of national scenario the foreign competition our national brands sales of our national brands is at stake. If they do not compete with the foreign brands they will be thrown out of the market. Market is ruthless from that perspective. The customers will accept those products which give them the maximum value. And there is a hardcore competition. So the sales management will have to respond to the competing forces. That is one factor which affects sales management. Consumers, the customers their expectations are increasing day by day. Because they are getting new products. New products at a faster rate. Today's first generation products of computer or think of mobile phone that many of the products have become obsolete. So rising and with the new and new products customers' expectations are increasing. At the same time the buyers are becoming more and more expert because mostly because of the internet. The social media companies are also having the web presence the buyers are the Amazon Flipkart etc. The buyers can compare the different products and the buyers have become expert. So sales managers will have to respond to this emerging process. And revolution in computer technology and communication as I have stated internet has emerged and internet has created a massive sense in the buyer responses to products. Massive sense in terms of the awareness of the buyers. Massive sense in terms of the accumulation of information by the customers. So this has penetrated across whether it is rural R1, semi R1 it has even places like Mijoram, IJOL lots of internet buying is taking place. The customers are amazed about the new and new products. So all these factors affect the performance of the sales management. And the sales manager will have to respond to these factors in order to contribute to the company's goal of increasing sales by managing the cost so that the growth possibilities can be sustained. Thank you learners. Hope you have been able to understand the basic concepts of Unit 1 that is on introduction to sales management. Thank you. I wish you all the best.