Table of Contents
Task 1: The role of personal selling within the overall marketing strategy.
1.1 How personal selling supports the promotional mix.
1.2 Compare buyer behaviour and the decision-making process in different situations.
1.3 Role of sales teams within the marketing strategy.
Task 2: The role and objectives of sales management.
2.1 How sales strategies are developed in line with corporate objectives.
2.2 The importance of recruitment and selection procedures.
2.3 The role of motivation, remuneration and training in sales promotion.
2.4 How sales management organises sales activity and control sales output.
2.5 How databases are used within Carphone Warehouse for effective sales management.
Task 3: Planning sales activity for a product or service.
3.1 Sales plan for a product or service.
3.2 Investigating opportunities for selling products internationally.
3.3 Investigating opportunities for using exhibitions or trade fairs.
Personal selling within an organisation plays an important role in organisational success, consequently, the marketing and sales managers must ensure that the whole marketing department understands and aware of all sales strategies developed by the company (Kotler et al., 2012). The reporter in this coursework has positioned as a Marketing and Sales Manager for a UK based company called “Carphone Warehouse” and reviewed the roles of personal selling in the business perspective of Carphone Warehouse. Firstly, the reporter has outlined the role of personal selling within the overall marketing strategies. Secondly, the reporter has outlined the roles and objectives of sale management. Thirdly, the reporter has planned activities of a particular product named “iPhone 6”.
Carphone Warehouse is one of the leading mobile organisation in the United Kingdom. It has been adapting and evolving mobile phones and related accessories and services to the customers for the last two and half decades. Carphone Warehouse sells mobile deals to both individual and commercial customers, where the customer can pay as you go or pay in instalment through a contact. Carphone Warehouse serves thousands of customers every week with its thousands devoted and dedicated sales forces. It has been growing up with stronger sales and marketing strategies gaining an improved market share and customer loyalty (Carphone Warehouse Annual Report, 2014).
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Task 1: The role of personal selling within the overall marketing strategy
1.1 How personal selling supports the promotional mix
Personal selling is the selling of products or services by individual sales forces meeting customer face-to-face (Palmer, 2010). Personal selling supports a promotional mix through containing advertisings, creating public relations, improving personal selling and sales promotions, and informing and encouraging the customer to buy or at least trial the products or services (Kotler et al., 2012).
In Carphone Warehouse, personal selling supports promotional mix in different ways. Firstly, it informs the customer about products and services attributes such as prices, quality, features, functional and added values, availability, service of delivery, etc. and advises the customer how to use particular products or services. For example, point-of-sale merchandising in Carphone Warehouse is a form of personal selling where sales forces contact face-to-face with customers and encourage and motivate customers to buy products and services. Secondly, it makes high consumer attention messages, develops a relationship with customers, customizes interactivity of consumers and adapts opportunity to close the sales. The other form of personal selling in Carphone Warehouse is “Push” selling where the sales forces force the customers to sell their products and services.
1.2 Compare buyer behaviour and the decision-making process in different situations
According to Kotler et al. (2012), buyers follow five-stages decision-making process (shown in the following diagram) when they purchase any products or services. Thus, organisations including Carphone Warehouse need to keep these in mind in making strategies and decisions. Carphone Warehouse needs to force its salespeople and sales management to consider these five stages of the customer buying process. In the first stage, the customers recognise needs and aware of problems. Using mobile phones and related ser ices by millions of people nowadays proves that a huge number of customers recognize needs and response to Carphone Warehouse. Thus, the sales force of Carphone Warehouse must understand and meet the customer needs and expectations at this stage……………………….