Aims:

The aim of this assignment is to allow students to demonstrate their understanding of sales planning and operations as they are used to achieve sales objectives.

Summary of Outcomes

To achieve this unit a student must:

1. Explore the role of personal selling within the overall marketing of organisations

2. Identify and evaluate the stages of the selling process

3. Analyse the role and objectives of sales management

4. Examine the implications of operating in different sales environments and contexts

Scenario:

In order to develop your understanding and knowledge in relation to sales planning and operations, you are required to undertake the following tasks. You will need to use examples throughout your discussion. Where possible, your discussion should be related to your own experiences within an organisation.

Tasks

Task 1 - Personal selling:

• Provide two examples of objectives from different elements in the communication mix and explain their roles and the relationship between them.

• Illustrate how an understanding of buyer behaviour can be used in personal selling.
• Identify the environmental and managerial forces affecting personal selling.
• Describe the main types of personal selling.

Task 2 - The selling process:

• Discuss the principles of personal selling.
• Analyse the stages in the personal selling process.

Task 3 - Sales management:

• Explain how sales strategies are revised in line with corporate objectives.
• Devise appropriate recruitment and selection procedures.
• Evaluate the role of motivation, remuneration and training in enhancing sales performance.
• Describe two techniques used to co-ordinate the control sales output.
• Use given information to recommend appropriate organisation structures and procedures.

Task 4 - Sales environments and contexts:

• Identify and give three examples of the differences in the nature of sales tasks and skills in a variety of contexts.
• Explain the role sales staff operating in an international environment.
• Explain the purpose of trade fairs and evaluate their contribution

Outcomes

1. Explore the role of personal selling within the overall marketing of organisations

2. Identify and evaluate the stages in the selling process

3. Analyse the role and objectives of sales management

4. Examine the implications of operating in different sales environments and contexts