Strategic Role of Information in Sales Management

Prime objective of this lecture is to present on Strategic Role of Information in Sales Management. Sales potential refers to the portion of the market potential that a particular firm can reasonably expect to achieve. Market potential represents the maximum possible sales for all sellers of the good or service under ideal conditions, while sales potential reflects the maximum possible sales for an individual firm. Importantly, a sales forecast specifies the commodity, customer group, geographic area, time period and includes specific marketing plan and accompanying marketing program as essential elements.