Attention To The Marketplace

Attention To The Marketplace

Attention to the Marketplace



• Design sales plans • Create sales presentations Unit 3 Reading Turning your attention to the marketplace, read the overview of Part two: Sales environment in the set text, Selling and Sales Management (Jobber, D. & Lancaster, G.). Here you will become familiar with material for next pair of units that covers the selling process – how and where it takes place. Reading Chapter 3: Consumer and Organisational Buyer Behaviour of the set text, you will be appraised of differences in consumer and organisational purchasing behaviour – each is examined in some detail. Required Reading: For this Unit you should read Chapter 3 – Consumer and Organisational Buyer Behaviour pp 77-105 from the set text, Selling and Sales Management by Jobber, D. and Lancaster, G. If you have any questions regarding this topic, please contact your tutor. Additional Reading: TED talk by Simon Sinek – How great leaders inspire action – offering striking echoes on the benefits that accrue from providing a product or service to satisfy customer requirements: You can find it on yutube Consumer and Organisational Buyer Behaviour Moving on to examine the sales environment, we consider the selling approaches required in different purchasing situations and reflect on how developments in purchasing practice have affected the seller/purchaser relationship. We shall see how changes in this relationship now influence modern selling practice. In this unit we shall: • Identify differences between consumer and organisational buying • Examine consumer buyer behaviour and decision-making processes • Examine organisational buyer behaviour and decision-making processes • Assess developments in purchasing practice – ‘just-in-time’ and centralised purchasing, reverse marketing and leasing • Trace the emergence of relationship management On completion of this unit you will be able to: • Understand the different motivations of consumer and organisational buyers • Formulate strategies for approaching consumer and organisational buyers •

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