Sales and Selling

Sales and Selling

According to Kotler et al. (2001) "The buying centre includes all members of the organization who play any of five roles in the purchase decision process" (p.241). Buying centre is a procedure to buy any particular item for using widely to produce other items in the organization. These procedures are organized by a group of people from the organization. They have take decision which items could they buy be half of the company. This group normally includes some obvious participants who are formally participate or involved with the buying decision, as an example if any organization want to buy a land for Company use, in their decision there will probably CEO, a purchasing agent, some legal staff, member of top management and other individuals charged with buying decision.

All the member of Kudler Fine Foods in its buying centre plays a significant role for making unique purchase decision. This decision helps them to take first steps for manufacture any goods for consumer. According to the top management of Kudler Fine Foods we can describe some points which are significantly useful for taking decision. The main objective of Kudler's policy is to focus management attention and resources on sustainable, long-term sales and earnings growth - without attempting to meet or reconcile to projections or "expectations".

Within a company there needs to be a close relationship between the sales force structure and the strategic marketing and sales force planning. The organizational structure plays an important role in the strategic planning of a company. This structure is a control-and-coordination mechanism. (Laermer & Simmons, 2007) According to Laermer & Simmons (2007), if marketing and sales do not cooperate, the company's strategy will be inconsistent and weak; and execution will be flawed and inefficient. Kudler Fine Foods Incorporated understands the need for a cohesive relationship between its sales and marketing teams. The organization is looking to expand its business by adding a gift basket department. In order to be successful with this new product, the sales and marketing departments will have to work closely.

Sales are defined as operations and activities involved in promoting and selling goods or services and marketing is defined as the process or technique of promoting, selling, and distributing a product or service. For Kudler Fine Foods the marketing process would involve the research and development of the gift baskets that are going to be put up for sale. This ...