UNIT
16: SALES DEVELOPMENT AND MERCHANDISING
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LO1
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, recognising 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
LO2
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
LO3
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
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LO4
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
UNIT
16: SALES DEVELOPMENT AND MERCHANDISING
Learning outcomes and assessment criteria
Learning outcomes
On successful completion of this unit a learner will:
LO1
Understand elements of the product in a business and services context
Assessment criteria for pass
The learner can:
1.1 evaluate the key components of the product
1.2 discuss the range of contributions to sales and profit
of elements in the product mix
1.3 assess how market segmentation contributes to sales
maximization
LO2
Understand external sales development techniques
2.1 discuss the factors affecting buyer behaviour
2.2 assess appropriate advertising media for sales
development situations
2.3 evaluate the role
of external merchandising in maximising customer volumes, making
recommendations for improvement
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LO3
Understand the tools and techniques of internal sales promotion and
merchandising
3.1 assess how design and layout might affect customer spend
3.1 assess how design and layout might affect customer spend
3.2 review and evaluate internal merchandising materials
3.3 evaluate promotional activities for different scenarios,
making recommendations for improvement
LO4 Be able to evaluate the role of staff in maximising sales
LO4 Be able to evaluate the role of staff in maximising sales
4.1 evaluate personal selling techniques, making
recommendations for improvement
4.2 discuss the influence of operational design on sales
revenue
4.3 justify key principles that should be included in a
sales training programme
UNIT
16: SALES DEVELOPMENT AND MERCHANDISING
Guidance
Links
This unit is closely linked with Unit 8: Marketing in Hospitality, exploring in more depth some of the theories and how to apply those to the licensed retail sector of the hospitality industry. This unit also links to the following Management NVQ units:
Links
This unit is closely linked with Unit 8: Marketing in Hospitality, exploring in more depth some of the theories and how to apply those to the licensed retail sector of the hospitality industry. This unit also links to the following Management NVQ units:
A2: Manage your own resources and professional development
B1: Develop and implement operational plans for your area of
responsibility
B8: Ensure compliance
with legal, regulatory, ethical and social requirements
D2: Develop productive working relationships with colleagues
and stakeholders
F9: Build your organisation’s understanding of its market
and customers
F12: Improve
organisational performance.
Essential requirements
Learners need access to different providers so that they can
examine the range of products and sales techniques that are offered. Employer
engagement and vocational contexts
Learners need access to different providers so that they can examine the range of products that are offered. A visiting speaker from an organisation related to the programme, engaged to help learners consider the importance of issues such as sales technique, branding, and staff training, will enhance delivery.
Learners need access to different providers so that they can examine the range of products that are offered. A visiting speaker from an organisation related to the programme, engaged to help learners consider the importance of issues such as sales technique, branding, and staff training, will enhance delivery.
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