Evaluate the role of external merchandising in maximising customer volumes, making recommendations for improvement.

2 Assess appropriate advertising media for sales development situations.

2.3 Evaluate the role of external merchandising in maximising customer volumes, making recommendations for improvement.

Task guidance: You need to consider the following

Products/services: characteristics, features/benefits, product strategy/mix, life cycle, development processes, test-marketing (simulated and controlled), concept development and testing, unique selling points (USPs), branding, methods of segmentation, recognising market needs, Buyer behaviour theories, the buying process, media selection for advertising, sales promotion and external merchandising.

Merits and Distinctions Criteria

To Achieve M1 you need an effective approach to study and research has been applied when assessing how market segmentation contributes to sales (1.3) and discussing the factors affecting buyer behaviour (1.4)

To Achieve D1 you need to critically evaluate the role of external merchandising in maximising customer volumes, and making recommendations for improvement.