The Company and Commercial Process (Chapter 1)

The Company.

The company initially is our starting point for the analysis of business processes, it is a systematic and complex organization or a simple personal company, it has elements, relations and functions within which commercial activities are developed and product exchange and services.
A company define as a productive unit that has the following key elements: Capital, which is the set of physical means to produce a product or service, workers who are the workforce that can channel the strategies of the company, the employer which is the initiator of the company and provides the main motivation for the existence of this.
The company interacts in the market, we will continue the definition of market economics, as the scope (geographic, virtual or otherwise bringing together individuals called agents) where financial transactions occur.
Not all companies are oriented to production, there is a majority percentage dedicated to marketing, since there are conditions that limit the individual achieve by their own means all products and services available in the market, in fact; with input from economists Ronald Coase, who argues that firms incur transaction costs, these costs are generated by all internal processes in the company, from its formation to market their products or services in a given market and, to Coase firms incur transaction costs when operating in a market.  These transaction costs can be classified into three groups:
a) Costs of Information and research
b) Costs of negotiation
c) Implementation costs
The commercial process is a cost to the company, assumed this can reach a target and a specific goal within its business strategy (meaning the term strategy as a set of rules that allows you to achieve a goal). Precisely the existence of transaction costs also force individuals to use companies as intermediaries to obtain products and services that they can not generate as well in the organization of the company there are functional areas or specializations, such as those considered by engineer Henry Fayol (1841-1925) and these are:
- Administrative,
- Technical,
- Commercial,
- Financial,
- Accounting and
- Security.

For our case we will focus on the commercial functionality and as every business is the sum of its main components, in this case the human factor; are workers in the commercial area managers to run the business process, specifically sales.

Going a little further classify inclusive and executing business process of the company as:
a) commercial promoters; consisting of staff dedicated to promote and showcase the products and services not perform acts of negotiation. They are also known as pre-selling.
b) Sales Order; is the executive in charge of finding and taking orders for products and services offered by the company.
c) Professional sellers; are executives who develop acts of negotiation with the applicant (ie client), also known as business representatives, these professionals seek the needs on the client or applicant and provide business solutions, using the resources of the company, with the aim of achieving position your product or service and achieve profitability for the company.
d) Trade Technical Advisor; It is an advanced stage of the business executive, is a salesman in addition to their bargaining power, adds the value of technical expertise, can solve and suggest alternative solutions to the needs of the applicant, positioning their products and services, adds to this the value of professional technical recommendation as added value.
e) The Account Manager (Key Account Manager); higher stage of professional marketer, specializing in a group of applicants determined by the origin of their needs (primary markets, secondary or tertiary) or geographic area.

The company, through its directors; Designs strategy which hit the market, which in turn determines which of the types of vendors must use to reach your goals in the target market, so we find:
Horizontal Market; constituted by the plaintiffs and all the marketers of products whose added value is in the possession of the service or product and the attention devoted to a wide geographical area with generics and slightly differentiated between them. This market has two types of typical business: Major Companies (Wholesale) are stores that collect large number of products and services of a given line of business and have as main strength logistics of care at the end plaintiff, offer products and services contracts into lots, rarely unit. Then we have the medium Distributor or small (Occupation or point of sale); whose geographic scope is much more timely and reduced. The second company is the company Retailer (retailer) that seeks to reach the end consumer directly, obviously with some higher costs, since unit offers products and services. For example; in the consumer market, marketers can deliver meat products to end customers, from their posts or outlets, these acquired wholesaler that collects in large quantities and stored for distribution. The other alternative for the final applicant is acquiring in retail stores (retail), where meat products are obviously at a somewhat higher cost.

Vertical Market; is commercially made up of specific applicants and companies that meet the technical and commercial needs of a specialized segment and its internal units, from input supply to special services and end products. An example of this market is the mining and oil industry, which uses large quantities of various products, but specialized.
Another similar market is the naval and shipping industry, which requires certain usable products only in that segment, by way of further example; in the oil industry and electrical products category called "Explosion Proof" intrinsically safe, usually not the wholesale or retail landscape will get used.
Within the marketing plan, a company has chosen to perform, depending on the target market, what type of vendor designs should use for your business purposes. Experience has shown that the Wholesale and Retail companies that sell products in horizontal markets, make much use of promoters of sales and pre-selling, unlike those trading companies engaged in vertical markets where its technical expertise needed Advisors -commercial and Account Managers; ultimately depend on this choice, the type of products and services offered by the company.

Técnicas de Ventas (2014-2015).