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Unit 16: Sales Development and Merchandising

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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
Get assignment help for this unit at assignmenthelpuk@yahoo.com
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,

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