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Sales Related Marketing Policies - Product Policies

This document outlines sales related marketing policies, including product policies, distribution policies, and pricing policies. It discusses what products a company should sell, to whom they should sell, and at what price. Specifically, it covers policies around product lines, new product development, quality standards, distribution channels, and distribution intensity strategies. The overall purpose is to provide guidance to sales executives on key decisions that directly influence sales.

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Ravinder Kaur
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1K views10 pages

Sales Related Marketing Policies - Product Policies

This document outlines sales related marketing policies, including product policies, distribution policies, and pricing policies. It discusses what products a company should sell, to whom they should sell, and at what price. Specifically, it covers policies around product lines, new product development, quality standards, distribution channels, and distribution intensity strategies. The overall purpose is to provide guidance to sales executives on key decisions that directly influence sales.

Uploaded by

Ravinder Kaur
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Sales Related Marketing

Policies – Product Policies


Rahul Handa
Agenda
Product Policies - What To Sell ?

Distribution Policies – Who to


Sell ?

Pricing Policies – What price to


Sell ?
Introduction
Sales related marketing policies directly
influence the jobs of sales executives.
These policies provide the direction to
organize ,manage and control the sales
effort .
These are generally company governed
and formulated policies which are
administered by sales executives.
Product Policies – What to
Sell ?
The products a company sells determines
its basic nature.
These serve are guidelines for making
product decisions.
They are derived from product objectives
Product Policies
Product Line Policy
1. Short line(specialization) or full line (wide
selection) policies.
2. Governed by willingness to take risk.
Narrower the line greater the risk.

1. Changes in Product Offerings


-to determine the product tuning with market
-to determine products which needs to be dropped or
added
Product Policies
2. Reappraising the product line and line simplification
-adding or removal of profitable and non profitable product lines
and customer accounts.

3. Reappraising the product line and line diversification


-relative to growth objectives

4. Ideas for new products


-Internal and external sources for new ideas.

5. Appraisal of proposed new products.


-criteria is profitability, nature and size of likely markets,
competition, price policy, sales programs and legal implications.
Product Policies
Product Design Policy

1. Frequency of design change


2. Extent to which designs are to be protected from
copying.

 Product Quality and Service Policy

1. High quality products require less service and low


quality products requires high service.
2. Guarantee policy – serves either protective or
promotional purposes.
Distribution Policies – Who to
Sell ?
Policies on Marketing Channels
Channels should be chosen in order to obtain
the optimum combination of profit factors.
Time dimensions must be considered in
addition to :
1. Sales Volume Potential
2. Comparative distribution costs
3. Net Profit Possibilities
Distribution Policies
Policies on Distribution Intensity
Following distribution strategies are
implemented by company :
1. Mass Distribution
2. Selective Distribution
3. Exclusive Agency Distribution
Thank You !

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