Bilgisayar destekli satış temsilcilerinin performansını değerlendirme sistemi
Computer aided performance evaluation for sales represantatives
- Tez No: 39875
- Danışmanlar: PROF.DR. GÖNÜL YENERSOY
- Tez Türü: Yüksek Lisans
- Konular: Endüstri ve Endüstri Mühendisliği, Industrial and Industrial Engineering
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 1994
- Dil: Türkçe
- Üniversite: İstanbul Teknik Üniversitesi
- Enstitü: Fen Bilimleri Enstitüsü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 81
Özet
ÖZET Bu çalışmada, satış temsilcilerinin performansım değerlendir me için bir sistem geliştirilmeye çalışılmıştır. Birinci bölümde, te mel kavramlar, daha önce yapılmış çalışmalar ve incelenen sistemin kuramsal yönü sunulmuştur. İkinci bölümde, geliştirlen sistem detay lı bir şekilde anlatılmıştır. Üçüncü bölümde, sistemin ürettiği rapor lar, grafikler ve ekranları bir araya toplanmıştır. Bu çalışmada, teorik temeller üzerinde etkin bir pratik uygulama ortaya konmaya çalışıl mıştır. vı
Özet (Çeviri)
SUMMARY COMPUTER AIDED PERFORMANCE EVALUATION FOR SALES REPRESANTATTVES Performance shows the level of achievement. To evaluate the level of achievement, first we need the targets that we decided to reach. The targets can be found in many ways, in system which we are inspecting, they are designed by the help of on previous experiences.(This kind of evaluations have been taking place for more than five years.) In management science, a lot of performance evaluation models have been designed since 1980. National Association of Accountants has developed one of these models. In their model, the performance measures are divided into these main groups. a. Liquidity b. Activity c. Profitability d. Coverage e. Marketing f. Purchasing g. Human resources h. Price level i. Future j. Manufacturing Under these main group heading, there are many ratios which are showing important information. In relation with our work which mainly studies sales and marketing performance, we can see many ratios in group of marketing such as sales growth, market size changes, size of the order book, sales to marketing assets, value of sales variance, marketing contribution to marketing assets, sales quantity impact variance, sales mix impact variance, unit contribution margin, breakeven sales in unit, breakeven sales in vumonetary units, marketing costs to sales, target cost-volume-profit sales in monetary units. The national accountants believed that calculating these ratios can give us the advantage of assessing the way our firm work and comparing it with competitors. The study of Joseph H. Boyett and Henry P. Conn is another one on the subject. They indicated the impartance of Management Informantion System. Because the only way to get the required data to calculate some ratios is to have proper Management Information System based on computers. The authors also declared that the firm should not only use the ratios they give but create thier own ratios also. Becase all firms have their own environment and conditions. Here are some of thier example ratios: - Total Sales - real sales to planned sales - percentage of sales to new customers - percentage of new product sales - total number of new orders, new customers, new product orders - Gross contribution - Total number of customers - Marketing, sales and distribution costs - total sales/orders - total sales income/sales expences - dayly sales to sales personnel - percentage of profit to total sales - this year's sales to last year's - growth of sales - profit before tax - total sale units to working weeks number - percentage of sample expences to sales This study supports our work in two ways. First, it is said that firms should design thier own ratios as we do. Second, it is said that firms should use a well-designed computer system which produces a sufficient database. And we created such a computer system, too. When we talk about the sales represantatives' performance, we can use all of these ratios. Also the subject of motivation and represantatives' contribution to evaluation process is important. This can be done by making interviews with them. Because when the sales vinrepresantatives believe that they contribute the design of evaluation system they fell more confident and important. There is also an interview form given in this study. All firms can use this form with some modifications. In this system which is used in Profilo company, there are three new criteria. First one of them is average order number. This number shows how many different customers are sold on a work day. The second one of them is average line number. This number shows how many different products are sold on a work day. A product can be different in two ways: it can be really a different kind or it can be sold to a different customer. The last one of the criteria is average of last three columns. The last three columns consists of bank asurance letter, number of orders to new customers and mortgages. It is not always easy to calculate this three criteria for about hundred sales represantatives. To get rid of this bulk of calculation and prevent mistakes, we decided to design a computer program. The programs main menu consists of these submenus: 1. Data 2. Parameters 3. Reports and Lists 4. Controls Data submenu consists of items which carries the informations necessary for reports. Here they are: 1.1. Products : Product names and thier line value for each month. The line values are on the month base and are use to calculate the three criteria. 1.2. Customers : Customers general information such as customer name, address and code. 1.3. Sale Represantatives 1.4. Orders : Order details such as customer, sales represantative, products, delivery date, quantities are stored in this section. 1.5. Advance connections 1.6. Product groups Parameters submenu consists of two items: IX2.1. Monthly parameters : Criteria levels for each month. 2.2. Sales Represantatives parameters : These are some parameters which are not found in orders but they are also affecting the performance of sales represantatives. Reports and Lists submenu is the most important part of the program. Here are its items: 3.1. Sales list 1 : Product sales between two dates. 3.2. Sales list 2 : Regional product sales between two dates. 3.3. Sales list 3 : Monetary sales between two dates. 3.4. Sales list 4 : Regional monetary sales between two dates. 3.5. Monthly performance report. 3.6. Quartly report ( Regional ) 3.7. Quartly report ( General ) 3.8. Balotage report 3.9. Year's report ( Regional ) 3.10. Year's report ( General ) 3.11. Monthly single line report 3.12. Year's single line report 3.13. Advance connection reports Controls submenu consists of items to keep system go well. Here are three control item. 4.1. Order date control : An order with a bigger number can not have an earlier date. 4.2. Order sequence control : All order should be in sequence and there should not be a missing number. 4.3. Turning into anonymous : If a sales represantative leaves the company his/her orders are turned into anonymous. There is also another option to update index files. In fact the index files are in a dynamic structure. But sometimes the consistency of them can be defected. In this case the option helps to solve the problem. There are also some' supplementary programs designed. Here they are: 1. Cargos : (Region managers declarations) Region managers declare their sales on the telephone before thier orders reach to head office. Their declarations are kept in thisprogram and after the orders reach head office both of them are compared. By this comparing, the managers are forced to give the regular effort on everyday. 2. Sign maintenance program Profilo have some big signs of thier trademark which shows the shop's quality and rises sales. They are distributed to good performing customers. By the help of this program, all of this job is pursued. The customers who want new signs are listed and given signs according to thier performance. If the customers with sign can not maintain thier performance, thier sign are taken back. 3. Seminar Graphics : Every year two or three times, seminars are organized. In these seminars, the performances of regions are demonstrated by these graphics. The graphics are designed and kept in Excel program. Thier color printing ability is available. All these programs are written in Clipper 5.0 programing language. This programing language is very efficient in database management. As we create the programs, we tried to make an easy to use structure and a consistent program. It has also the ability to import and to export between other important programs such as lotus, excel and quattro. This ability gives the advantage of transferring the database into windows environment and make more assesments on it. Hardware required by programs are not very large. But because of the mass of data we decided to use a main machine (80486-dx 33) as server and 10 terminals (80386-dx 40). The server has eight megabytes memory and terminals have two megabytes memories. These machines are connected to each other by novell network system which is compatible with clipper programming language. There are one dot-matrix printer (Panasonic) and one color printer of Seiko color point. We believe that this system should be enpowered as the mass of data gets larger. This can be done with these methods. The server can be a pentium computer with 16 megabytes memory. Also the hairddisk which is carried by server can be a SCSI one. The terminals can be 80486-33 machines with four megabytes memories. If we try to evaluate this system we can easly say that it has its own targets and measures its personnels performance to reach them. Also it has a computer system which helps to get rid of the bulk of XIcalculation and to create a database. They are very right according to the study of Joseph H. Boyett and Henry P. Conn. The only handicap of the system is that it does not take where the reresantatives work into account. But we believe the place where they try to sale is very important because some regions people are very fond of buying new products especially profilo brand on the other hand some regions people are not willing to try new products and are not interested in Profilo brand. As a solution we can add another coefficient to product cards. By this coefficient we can solve the problem of region on the basis of product. The addiction of this new coefficient to product card is important, it is not only solving the region problem but also the product problem. Because the product sales are also changed from region to region. This coefficient will be important while calculating the average line value. xu
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