Video Enhanced On-Line Sales and Marketing Management – Module 2: Sales Environment-(Diploma-Postgraduate)

Course Contents, Concepts and Issues

Module 2: Sales Environment

Consumer and Organisational Buyer Behaviour

Differences between Consumer and Organisation Buying

Consumer Buyer Behaviour

Who is Important in the Buying Decision?

How do they Buy?

What are they Choice Criteria?

Where do they Buy?

What do they Buy?

The Organisation Decision-Making Process

Who Buys?

Initiator

Influencer

Decider

Buyer

User

Influences on Organisational Purchasing Behaviour

Factors Affecting the Consumer Decision-Making Process

The Buying Situation

Personal Influences

Social Influences

The Product Type

Materials

Components

Plant and Equipment

Products and Services for Maintenance, Repair and Operation (MROs)

Developments in Purchasing Practice

Just-in-Time Purchasing (JIT)

Centralised Purchasing

Systems Purchasing

Reverse Marketing

Leasing

Sales Settings

Behavioural Forces

Rising Consumer and Organisational Buyer Expectations

Customer Avoidance of Buyer-Seller Negotiations

Expanding Power of Major Buyers

Globalisation of Markets

Fragmentation of Markets

Managerial Forces

Employing Direct Marketing Techniques

Improving Co-operation between Sales and Marketing

Encouraging Sales People to Attend Training Programmes and Acquire

Professional Qualifications

Characteristics of Sales Channels

Direct

Selective

Intensive

Exclusive

Types of Production

Job (or unit or project) Production

Batch Production

Flow (or mass or line) Production

Process (or continuous) Production

Public Relations (PR)

Effective Public Relations

International Selling

International Selling at Company Level

Organisation for International Selling

Multinational Marketing

International Marketing

Exporting

Direct Methods of Overseas Selling

Subsidiary Companies

Joint Ventures

Direct Selling

Law and Ethical Issues

Terms and Conditions

False Descriptions

Ethical Issues

Bribery

Deception

The Hard Sell

Reciprocal Buying