Question

Define merchandising? (15 Mark's )

Elaborate with a real merchandising example conducted by a brand , shop , supermarket, product etc(19marks)

Answer 1

Personal selling refers to the art of personally presenting the goods and services to the customers, by the salesman after the goods have been manufactured. It is a narrow concept and seeks exchange of goods between the seller and the buyers. It aims at converting the prospects and hence lead to actual sales. Personal selling is conducted by the salesperson, and the salesperson should possess the following attributes:

• A salesperson should be quick wit and smart in his thinking and should be able to deal with the customers in any situation and answer their queries when asked for.

• A salesperson should be knowledgeable and know the in and out of the products manufactured, so that he can persuade the customers with confidence.

• He should know how to use tactics while dealing with the customers and tackle them in any condition. He should have convincing power.

• He should possess good behavior and co- operate with the prospects and be courteous with them so as to gain their confidence and convert the sales.

• He should have patience and power of not to get provoked while talking to the prospects and persuading them to buy their products.

• He should have full determination to secure the customer and not give up on the prospects easily. He should try to convert the prospects by all means.

Amway, for example uses the concept of personal selling in order to sell its goods in the market. The company sends its salesperson from door to door and try to convince the prospects to buy their products immediately or in the near future by taking an order. The company also gives its customers a chance to be a part of the chain and earn some money from the sale of each item that is made.