12B.

Sales and Distribution Management

(Implemented during Academic Year 2021-22)

(wef 2018-19)

Module at a Glance

Sr. No. Modules No. of

Hours
1 Introduction. 11
2 Market Analysis and Selling. 11
3 Distribution Channel Management. 11
4 Performance Evaluation, Ethics and Trends. 12
Total 45
3 Credits

Objectives:
1. To develop understanding of the sales & distribution processes in organizations.
2. To get familiarized with concepts, approaches and the practical aspects of the key
decision-making variables in sales management and distribution channel management.

Course Outcomes:
After the completion of the Course, the Learner will be able to:

CO1: Explain concepts of sales and distribution management. (Level: Understand)

CO2: Apply market analysis and selling skills. (Level: Apply)

CO3: Compare different distribution channels. (Level: Evaluate)

CO4: Demonstrate methods of evaluation for sales and channel performance. (Level: Apply)
 Detailed Syllabus

Sr No Modules / Units No of
Hours
1 Introduction 11
a) Sales Management:
• Meaning, role of sales department, evolution of sales
management.
• Interface of sales with other management functions.
• Qualities of a sales manager.
• Sales Management: Meaning, developments in sales
management-effectiveness to efficiency, multidisciplinary
approach, internal marketing, increased use of internet,
CRM, professionalism in selling.
• Structure of sales organization – functional, product based,
market based, territory based, combination or hybrid
structure.
b) Distribution Management:
• Meaning, importance, role of distribution, role of
intermediaries, evolution of distribution channels.
a) Integration of Marketing, Sales and Distribution

2 Market Analysis and Selling 11

a) Market Analysis:
• Market analysis and sales forecasting, methods of sales
forecasting.
• Types of sales quotas – value quota, volume quota, activity
quota, combination quota.
• Factors determining fixation of sales quota.
• Assigning territories to salespeople.
b) Selling:
• Process of selling, methods of closing a sale, reasons for
unsuccessful closing.
• Theories of selling – stimulus response theory, product
orientation theory, need satisfaction theory.
• Selling skills – communication skill, listening skill, trust
building skill, negotiation skill, problem solving skill, conflict
management skill.
• Selling strategies – softsell vs. hardsell strategy, client
centered Strategy, product-price strategy, win-win strategy,
negotiation strategy.
 • Difference between consumer selling and organizational
selling.
• Difference between national selling and international selling.

3 Distribution Channel Management 11

• Management of distribution channel – Meaning & need.
• Channel partners- wholesalers, distributors and retailers &
their functions in distribution channel, difference between
a distributor and a wholesaler.
• Choice of distribution system – Intensive, selective, exclusive.
• Factors affecting distribution strategy – Locational demand,
product characteristics, pricing policy, speed or
efficiency, distribution cost.
• Factors affecting effective management of distribution
channels
 Channel design
 Channel policy
 Channel conflicts: meaning, types – vertical, horizontal,
multichannel, reasons for channel conflict.
 Resolution of conflicts: methods – Kenneth Thomas’s
five styles of conflict resolution.
 Motivating channel members.
 Selecting channel partners
 Evaluating channels.
 Channel control.
4 Performance Evaluation, Ethics and Trends 12
a) Evaluation & Control of Sales Performance:
• Sales performance – meaning.
• Methods of supervision and control of sales force.
• Sales performance evaluation criteria- key result areas
(KRAs).
• Sales performance review.
• Sales management audit.
b) Measuring Distribution Channel Performance:
• Evaluating channels- Effectiveness, efficiency and equity.
• Control of channel – Instruments of control – contract or
agreement, budgets and reports, distribution audit.
c) Ethics in Sales Management.
d) New Trends in Sales and Distribution Management.
Reference Books

1. A. Nag, Sales And Distribution Management, McGraw Hill, 2013 Edition.

2. Richard R. Still, Edward W. Cundiff, Norman A.P. Govoni, Sales Management, Pearson
Education, 5th Edition.
3. Krishna K. Havaldar, Vasant M. Cavale, Sales And Distribution Management – Text &
Cases, McGraw Hill Education, 2nd Edition, 2011.
4. Dr.Matin Khan, Sales and Distribution Management, Excel Books, 1st Edition.
5. Kotler & Armstrong, Principles of Marketing – South Asian Perspective, Pearson
Education, 13th.