Bài giảng enterprise resource planning chương 4

Enterprise Resource Planning, 1st
Edition by Mary Sumner
Chapter 4:
ERP Systems: Sales and Marketing

© Prentice Hall, 2005: Enterprise Resource Planning, 1 st Edition by Mary Sumner

4-1/13


Objectives
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Examine the sales and marketing
modules
Understand the interrelationships
among business processes

â Prentice Hall, 2005: Enterprise Resource Planning, 1 st Edition by Mary Sumner

4-2/13


Case: Atlantic Manufacturing
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Manufacturer of small motors
Problems with current order acquisition,
operations, distribution, and accounting

systems
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Information supplied to sales force inaccurate
Customers requesting reduced lead times
Credit system inconsistent, producing collection
problems
Service calls lack warranty information
Quality control system not integrated

Competition has eliminated these problems
© Prentice Hall, 2005: Enterprise Resource Planning, 1 st Edition by Mary Sumner

4-3/13


Sales and Marketing Processes
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Operational-level processes
– Daily activities
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Prospecting, telemarketing, direct mail

– Contact management
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Databases, lists

Support
Sales order processing system
POS systems
â Prentice Hall, 2005: Enterprise Resource Planning, 1 st Edition by Mary Sumner

4-4/13


Sales Management Control
Processes
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Designed to allocate resources to achieve
maximum revenues
Decisions made on analysis of sales

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Comparison of sales
Analysis of revenues against benchmarks
Listing of most profitable products, sorted by territory and
salesperson
Software often used
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Allows for quicker analysis
Able to identify trends
Analyze salesperson performance
Identifies both strong and weak products
Can signal potential shortfalls or excesses in stock levels

© Prentice Hall, 2005: Enterprise Resource Planning, 1 st Edition by Mary Sumner

4-5/13


Additional Sales Management
Applications
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Sales forecasting
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Advertising
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Predicts trends
Determine customers’ needs in different market
segments
Based on sales history, customer demands,
demographic trend, competitor information
Identifies channels that will be most effective

Product pricing
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Decision supported by pricing models
Examines CPI, expected consumer disposable
income, production volumes, labor costs, costs of
raw materials
© Prentice Hall, 2005: Enterprise Resource Planning, 1 st Edition by Mary Sumner

4-6/13


Sales and Marketing Modules
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ERP systems differ from traditional systems
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Allow for integrated marketing support systems
Provide integrated CRM software

Purpose
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Identify sales prospects
Process orders
Manage inventory
Arrange deliveries
Handle billing
Process payments

Benefits
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Standard codes and documents
Common database
Provides audit trail
Allows for data Integration
© Prentice Hall, 2005: Enterprise Resource Planning, 1 st Edition by Mary Sumner

4-7/13


© Prentice Hall, 2005: Enterprise Resource Planning, 1 st Edition by Mary Sumner

4-8/13


CRM
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Front-end interface with customer to sales and
marketing
Comprehensive approach
Developed from sales force automation software
Provides sales force with management tools

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Sales activity
Sales and territory management
Contact databases
Leads generation and monitoring
Product-specific configuration support
Knowledge and information resource management

Needs an underlying Sales and Marketing ERP
module for operational-level data
CRM data accessible through data warehouse
© Prentice Hall, 2005: Enterprise Resource Planning, 1 st Edition by Mary Sumner

4-9/13


Integration with Modules
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Sales model may be integrated with:
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CRM
Financial Accounting
Materials Management

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Human Resources
Quality Management
Controlling

© Prentice Hall, 2005: Enterprise Resource Planning, 1 st Edition by Mary Sumner

4-10/13


Featured Article: Staples and
Integrated ERP
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How is technology helping Staples achieve a
competitive advantage?
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Customers want full range of services
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Consistent
Seamless

Online kiosk
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Connected to e-commerce web site
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POS system, order management system, supply chain

Access information about products and services
View inventory
Build PCs to order

Multiple channel shoppers have greatly increased lifetime
value
Acquired Quill
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Implemented an integration level to connect two disparate
systems

© Prentice Hall, 2005: Enterprise Resource Planning, 1 st Edition by Mary Sumner

4-11/13


Featured Article: Staples and
Integrated ERP, continued
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Reduced number of direct linkages

– Standardized systems
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Web services

Team review of systems, users, needs

â Prentice Hall, 2005: Enterprise Resource Planning, 1 st Edition by Mary Sumner

4-12/13


Summary
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The sales and marketing modules for ERP
systems are designed to support the sales
order processing systems, control daily
activities like prospecting, and manage
contacts.
This system produces sales forecasting,
identifies advertising channels, and helps to
maintain competitive pricing scales.
The CRM module serves as a front-end
interface between the customer and the
sales and marketing departments.
© Prentice Hall, 2005: Enterprise Resource Planning, 1 st Edition by Mary Sumner

4-13/13