Overview

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This course provides a deep dive into the principles of sales and consumer behavior, highlighting the strategic role of marketing in influencing buyer decisions. Professionals gain insights into building loyalty and aligning sales strategies with consumer expectations. Learners will enhance their ability to integrate marketing and sales approaches, adapt to consumer behavior at various stages, and optimize operational sales functions. The course emphasizes practical outcomes through real-world applications and B2B sales scenarios. What sets this course apart is its blend of theory with actionable strategies, enabling learners to bridge marketing concepts with sales execution effectively. Ideal for marketing professionals, sales managers, and business students, this course requires basic knowledge of business concepts and sales principles. This course is part one of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. Copyright ©2021 by Sage Publications Limited. All rights reserved, including rights for text and data mining and training of artificial technologies or similar technologies. Published by Sage Publications Limited, London. Used by arrangement with Sage Publications Limited.

Syllabus

Marketing and Selling: The Conflict?

This module examines the distinctions between marketing and selling, delves into the mechanisms behind brand loyalty, and analyzes the interplay between sales and distribution processes. Learners will explore real-world scenarios to understand how these functions can sometimes be at odds, and how aligning them can strengthen business strategy.

Role of Marketing—Building Loyalty: Consumer Behaviour View

This module explores the stages of the consumer buying process and the phases of marketing, emphasizing how brand quality and consumer involvement contribute to building brand loyalty. Learners will discover strategies for fostering trust and preference for a brand by understanding the interplay between quality attributes and consumer engagement.

Selling during Different Stages of Consumer Behaviour

This module examines how selling strategies can be tailored to different stages of the consumer decision-making process. Learners will explore push tactics, trade and consumer schemes, and methods to ensure effective channel flow for enhanced customer satisfaction. The content emphasizes adapting sales approaches to various brand decision scenarios.

Integrating Pull and Push

This module examines how push and pull communication strategies can be integrated throughout the branding process, with a focus on adapting these approaches to different consumer involvement levels and decision-making stages. Learners will gain insights into when to prioritize advertising versus channel availability and how to coordinate salesforce and marketing efforts for maximum impact.

B2B Selling for Consumables

This module explores the unique dynamics of selling consumable products in B2B markets, focusing on the buying process, key decision-making roles, and the challenges of marketing quality. Learners will gain insights into relationship-building strategies and how to navigate organizational complexities to effectively market B2B consumables.

Operationalization of the Selling Function

This module explores the distinctions and potential conflicts between marketing and selling strategies, delves into consumer perspectives on the selling process, and examines how companies can align their salesforces with channel partners for greater operational efficiency. Learners will gain insights into decision-making processes and the interrelationships that drive effective sales operations.