Mid-Module Reflection Assignment
The deadline for your mid-module assignment is at the end of unit 4.
Reflecting upon the differing approaches required to satisfy consumer and business purchasing demands, analyse the range of marketing and sales techniques that can be utilised to attract purchasers from these distinct customer groups.
With examples illustrating how products and services are marketed to these two customer groups, demonstrate how appropriately applied marketing and sales strategies can influence consumer and business buyer behaviour.
Your response should be in the form of a report of between 1,500 and 2,000 words.
The learning outcomes for this assignment are:
- Classify and analyse different sales functions
- Design sales plans
- Create sales presentations
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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
- Adopt a sales approach that overcomes buyer problems and satisfies needs
- Recognise the importance of relationship management
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This is all the things you need to get the assignment done.