SUBJECT: SALES AND DISTRIBUTION MANAGEMENT

SUBJECT CODE : 18MS3029

SAMAYAMKALYAN KUMAR
PRK19MS1108

KALYANKUMAR SAMAYAM
samayamkalyan@karunya.edu.in
1) Marketing vs Selling

Sr.
No. Basis Marketing Selling

It is consumer- It is product-
1 Orientation oriented. oriented

Scope of
marketing is
wider because all
the activities Scope of sales is
before the limited because
production of selling function
goods and after starts after the
the sale of production of
products are goods and ends
included under with the sales of
2 Scope it. goods.

Main objective
of marketing is
to earn Main objective of
maximum profits selling is to earn
in long-run by maximum profits
satisfying the by making more
3 Objective consumers. and more sales.

In marketing,
satisfaction
achieved by the In it, cost of
consumer product
determines the determines the
4 Pricing price of product. price of product.
 In marketing,
long-run
planning is done In selling, short-
i.e. in it) run planning is
planning is done done i.e. in sales,
to sell the new planning is done
products in to sell the
prospective products present
5 Planning markets. in the market.

In marketing,
needs and desires
of consumers are
tried to be In selling,
transformed into available products
goods and are transformed
6 Transformation services. into cash amount.

In marketing In selling
function, co- function, no
ordination of attention is paid
marketing on the
depart- ment coordinations of
with other sales department
departments is with other
7 Coordination very necessary. departments.

Problems related
to marketing are Problems related
solved by the to selling are
Solution Of marketing solved by the
8 Problems manager. sales manager.

Marketing is
related to the Selling is related
9 con- sumer to the physical
Relation satisfaction. transfer of goods.
 In marketing,
consumers requi-
rements are In sales, product
considered is considered
10 Importance impor- tant. important.

2)B2B vs B2C Consumer preferences

The purpose of a commercial company is to sell either services or
products to other businesses or to consumers. B2B sales are to
businesses, while B2C sales are to consumers. Numerous
psychological studies of people making buying decisions have
shown that both rational and emotional factors are brought into play
during purchases. Businesses tend to create processes to ensure that
their decisions are as rational as possible. However, most marketing
aimed at consumers is designed to tap into their emotions and
aspirations. The buying "journey" is similar for both business
customers and consumers, though there are crucial differences at
each stage.

Identifying Need

For both business and consumer customers, the buying process starts
with identifying a need. Businesses are more likely to proactively
identify a need as a part of their overall business strategy. For
example, they might say, "In order to improve our stock ordering
process, we need to buy some more computer equipment."

Consumers identify practical buying needs in a similar way.

However, they also tend to be influenced by advertising and
marketing techniques that introduce new products. A typical
response might be, "I like the look of that new product. I feel the
need to buy something like it."

Product Specification

Most businesses have purchasing processes they adhere to that must

meet a particular product specification. An individual or committee
will articulate exactly what the new purchase should do, how much it
should cost, and the benefits it will bring to the company. This is
usually a formal process requiring sign-off from a purchasing
manager or someone more senior, depending on the budget. Any
potential purchases will be assessed on how well they match product
specifications. B2B customers are less emotional in their purchase
decisions, and require specific metrics and goals to be met, according
to B2B International.
Consumers often have a clear idea of what they want a new purchase
to do, but very seldom do they draw up a product specification in the
manner of a business. Consumers are also much more flexible when
looking at potential purchases, and will ignore their initial
specification if faced with something they like better.

Evaluating Suppliers

Businesses evaluate suppliers. Many have policies that insist upon

obtaining quotes from at least three different suppliers before a
purchase is made. They also assess the reliability and reputation of
suppliers. Consumers rely more on brand reputation and comparison
shopping.

For smaller purchases, they will often check out alternative products
online. For more expensive products they are likely to read reviews
and comparison articles in the media. Even services aimed at
consumers tend to be packaged as products, so consumers compare
these rather than assess the credit-worthiness or governance of the
companies selling them.

Purchase Decision

There comes a point when both businesses and consumers make a

decision to buy. For businesses, this comes after a long process and
probably discussion by a committee, according to Disruptive
Advertising. Consumers might discuss major purchases with partners
or friends, but ultimately it is usually one person making the
decision. Consumers are more liable to make impulse purchases than
businesses.

Post Purchase

Good after-sales service is a key component of selling to both

businesses and consumers. Business customers are usually regarded
as longer-term buyers. Typical business purchases, such as computer
networks or machinery, require maintenance, follow-up and spare
parts. As a result, the level of customer care offered by a supplier is a
major part of a business's decision to purchase. If there are problems,
the business will want to work with its supplier to resolve them.

Consumers, on the other hand, will usually access after-sales support

only if there is a problem or they want to complain. With the advent
of social media, it is now very easy for consumers to make public
their dissatisfaction with a company. So businesses selling to
consumers need to be able to react to complaints quickly and
effectively in order to preserve their reputations.