Sales Development Task A4 - Key Components of a Product, Role of Product Mixture and Customer's Behaviour

SALES
DEVELOPMENT

TABLE OF CONTENTS
Introduction......................................................................................................................................4
Task A..............................................................................................................................................4
1.1 & 1.2 Key components of a product and role of product mix in maximization of sales and
profit.............................................................................................................................................4
1.3 Contribution of market segmentation for maximizing sales..................................................5
Task B..............................................................................................................................................6
2.1 Factors affecting buyer's behaviour.......................................................................................6
2.2 Assessment of advertising media used for sales development..............................................8
2.3 Use of external merchandising to maximize customer volumes...........................................9
Task C..............................................................................................................................................9
3.1 Store design and layout influence customers.........................................................................9
3.2 Evaluation of the effectiveness of internal merchandising..................................................10
3.3 Evaluation of different promotional activities.....................................................................10
Task D............................................................................................................................................11
4.1 Evaluation of personal selling techniques............................................................................11
4.2 A discussion about the influence of operational design on sales revenue...........................12
4.3 Key principles that should be included in a sales training programme...............................13
Conclusion.....................................................................................................................................13
References......................................................................................................................................15
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ILLUSTRATION INDEX
Illustration 1: Factors Affecting Buyers Behaviour.........................................................................7
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INTRODUCTION
Sales development is a process of growing and progressing the sales of a company using
the external as well as internal tools and techniques. It is one of the most important process in an
organization which can build so that organization can deliver a product which can have
consistent and efficient revenue (Gomes, 2015). This report describes the sales development of
home automation in Ritz-Carlton Hotel. The Ritz-Carlton Hotel Company, L.L.C. is the parent
company of the luxury hotel chain. Focus of this report is on the understanding the elements of
the product in a business and also on the external sales development techniques. Furthermore,
discussion has been made on the understanding of tools and techniques of sales promotion
internally and the ability of a company to evaluate the role of employees in maximizing sales of
new innovative service of home automation.
TASK A
1.1 & 1.2 Key components of a product and role of product mix in maximization of sales and
profit
Ritz-Carlton Hotel is luxurious hotel of UK and it has recently developed a new service
of home automation in all the rooms of their hotel. Thus, discussion has to be made on a key
components of a product or service (Hassanien, 2006). Key component is also refers to as
product mix. Actually a product is simply a market offering which a consumer wants to purchase
or consume so the consumable part is more focused by the organization because total product
consist of what is consumed or in this case services rendered. Total product offering can be
separated into three part which is simply a component of the product:
1. Core Benefits: People make buying decisions in order to satisfy their need. But many
needs are identified after consuming the products. In some cases, core product is the
benefit which customer receives from using the product. Sometimes, core benefits are
offered by the product itself or sometimes in other aspects the benefits are offered. In
home automation service, core benefits are offered in another aspect that is it saves time,
help consumers to give any order in just one click, can feel secured in the hotel rooms,
etc. (Maxwell and Lyle, 2002). Thus, key decision of rendering a service of Ritz-Carlton
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