Unit 16 Sales Development and Merchandising

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Introduction


Aim

This unit will enable learners to gain understanding of external sales development techniques and the tools and techniques of internal sales and merchandising in a business and services context.

Unit abstract

This unit advances learners’ understanding of the importance of sales development and merchandising techniques in business and services operations, paying particular attention to hospitality and catering, hairdressing and beauty therapy, sports and leisure, and travel and tourism sectors. The unit is broad-based in its approach, covering both theory and the practical application of tools and techniques used internally and externally, designed to maximise sales from all aspects of the product mix. Learners will also analyse the role of staff in maximising sales.
Learners must ensure that their evidence relates to the hospitality industry

Learning outcomes


1 Understand elements of the product in a business and services context

Products/services: characteristics, features/benefits, product strategy/mix, life cycle, development processes, test-marketing (simulated and controlled), concept development and testing, unique selling points (USPs), branding
Market segmentation: rationale for segmentation, methods of segmentation, recognizing market needs, matching ‘offer’ to market segment, benefits and constraints of branding, theme developments
Context: types eg hospitality and catering, hairdressing and beauty therapy, sports and leisure, travel and tourism

2 Understand external sales development techniques

Buyer behaviour: motivation theory, the purchase decision process
Advertising: media selection, costs, target markets, evaluating effectiveness, sales promotion
External merchandising: design aspects eg location, access, car parking, signage

3 Understand the tools and techniques of internal sales promotion and merchandising

Design considerations:customer ergonomics (ease of access to product and point of sale), environment/ambience eg heating, lighting, seating, noise, equipment
Internal merchandising: internal signage, sales materials, electronic sales aids, matching materials to image created by external methods
Sales promotions: range of promotional activities; matching activities to market and business; seasonal opportunities; upselling

4 Be able to evaluate the role of staff in maximising sales

Personal selling techniques:non-verbal communication, up-selling opportunities, customer needs and wants, product knowledge, link between selling and service, encouraging repeat business
Operational design: ergonomics, workflow, equipment
Training: incorporation of sales role, positive sales attitude, specific promotional training, incentives and rewards, preparation of sales training programme

Resources


Develop and implement operational plans for your area of responsibility
Ensure compliance with legal, regulatory, ethical and social requirements
Develop productive working relationships with colleagues and stakeholders
Build your 
organisation’s understanding of its market and customers
Improve 
organisationalperformance.

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