Transcript 1133962483_455892

CHAPTER 12
Retail Merchandising Individual Series Event
Scenario
 The owner of Luxury Furniture wants to increase
sales.
 He has asked you to describe customer and sales
associate incentive plans to increase sales.
 The customer incentive plan must include special
discounts and sales promotions when customers’
annual furniture purchases reach different levels
throughout the year.
(continued on the next slide)
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 12
Retail Merchandising Individual Series Event
Scenario
 The incentive plan for sales associates must
reward employees for reaching different sales
goals throughout the year.
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 12
Retail Merchandising Individual Series Event
Description
 Your plan for increasing sales must include
training and development for sales associates to
improve customer satisfaction.
 You must describe follow-up communication that
sales associates will send to customers after their
purchase of furniture.
 You must also describe a special sales event that
will create excitement and increase customer
traffic in the store.
(continued on the next slide)
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 12
Retail Merchandising Individual Series Event
Description
 You will meet with the owner of Luxury Furniture
in his office to explain your plan for increasing the
company’s furniture sales.
 You are allowed 10 minutes to describe your plan
for increasing sales and maintaining a loyal
customer base.
 During or after the presentation, the judge can ask
questions.
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CHAPTER 12
Retail Merchandising Individual Series Event
Performance Indicators Evaluated
 Identify information monitored for marketing
decision making.
 Explain the types of promotion.
 Explain the selling process.
 Explain the role of customer service as a
component of selling relationships.
 Plan follow-up strategies for use in selling.
MARKETING, 4E
© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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