Outline and Essential Questions and Objectives for Advertising and Retail Merchandising
1. Unit 5 Selling
a. Chp 12 Preparing for the Sale: Can you define selling and name then different types of
selling situations?
i. Chp 12.1 What is professional and ethical selling?
1. Explain the purpose and goals of selling
2. Define consultative selling
3. Differentiate between rational and emotional buying motives
4. List three levels of customer decision making
a. Activity: Create your own Feature-Benefit Selling Chart
ii. Chp 12.2 Getting ready to sell
1. Name the sources of product information
2. Explain the main focus of preparation in business to business selling and
in retail selling.
a. Activity: Role play lead development with supervisor
b. Chp 13 Initiating the sale: What are the seven steps of the sale?
i. 13.1 The sales process
1. Explain the importance and purposes of the approach in a sales process
2. Demonstrate how business to business sales reps conduct the initial
approach
3. Name 3 methods for making the initial approach in retail sales
a. Activity: Role Play several sales approaches
ii. 13.2 Determining needs in sales
1. Explain why determining needs is an essential step in the sales process
2. List 3 methods for determining needs
a. Activity: Create a list of questions to determine needs for your
product and role play with a partner your ability to determine
needs- remember your open-ended questions!
c. Chp 14 Presenting the Product- What is the goal of product presentation?
i. 14.1 presenting the product
1. List 4 techniques that create a lively and effective product presentation.
2. Activity- convert your features and benefits chart into layman’s terms
ii. 14.2 Objections
1. Distinguish objections from excuses
2. Explain the five buying decisions on which common objections are
based
3. Demonstrate the general four step method for handling objections
4. List seven specific methods of handling objections and note when each
should be used.
a. Activity- in groups, create an objection analysis sheet for a
product and list at least 5 objections and ways to handle them.
Be prepared for other groups to object to your products and
handle them professionally!
d. Chp 15 Closing the sale: Can you identify customer buying signals and be able to close
the sale at least 3 different ways?
i. 15.1 How to close the sale
1. Identify customer buying signals
2. List guidelines for closing a sale
3. Select appropriate specialized methods for closing the sale.
a. Activity- role play an effective close
ii. 15.2 Customer Satisfaction and Retention
1. Explain the importance of suggestion selling
2. List the rules for effective suggestion selling
3. Demonstrate appropriate specialized suggestion selling methods
4. Discuss strategies for maintaining a building a clientele
5. Explain the importance of customer service and follow-up
6. Explain the importance of customer relationship management
a. Activity- perform an effective suggestive sell for your product
b. Culminating Activity- perform the complete sales process with
each step to a willing partner to our class. (rubric provided)
e. Chp 16: Using math in Sales
i. 16.1 Sales Transactions
1. can you list all types of retail sales transactions?
2. Process purchases, returns, and exchange
3. Generate and process sales documentatopm
4. Calculate sales tax, discounts, and shipping charges.
a. Activity- marketing math workshop
ii. 16.2 Cash Registers and Making Change
1. Can you make change without a cash register using the methods taught
in class?
2. Name the functions of the cash register and POS terminals
3. Explain the uses for UPC’s
a. Activity- make change the old fashioned way with no calculator
or register
iii. 16.3 Purchase Orders, Invoices and Shipping
1. Can you prepare a purchase order and invoice?
2. Can you explain delivery terms?
a. Activity: complete sample PO’s and invoices
2. Promotion (advertising)
a. Chp 17 Promotional Concepts and Strategies
i. 17.1 Promotional Mix
1. Explain the role of promotion in business and marketing
2. Identify the various types of promotion
3. Distinguish between public relations and publicity
4. Write a news release
5. Describe the concept of promotional mix
ii. 17.2 Types of promotion
1. Define sales promotion
2. Explain promotion tie-ins, trade sales promotions, consumer
promotions, loyalty marketing programs.
b. Chp 18 Visual Merchandising and Display
i. 18.1 Display Features
1. Explain the concept and purpose of visual merchandising
2. Identify the elements of visual merchandising
3. Describe types of display arrangement
4. Understand the role of visual merchandisers on the marketing team
a. Activity- create a list of examples in town that utilize each type
of interior display
b. Activity- design a storefront as outlined in class
ii. 18.2 Artistic Design
1. List five steps in creating a display
2. Explain how artistic elements function in display design
3. Describe the importance of display maintenance
a. Activity Design an interior display using triadic colors or
adjacent colors on the color wheel
c. Chp 19 Advertising
i. Chp 19.1 Advertising Media
1. Explain the concept and purpose of advertising in the promotional mix
2. Identify the different types of advertising media
3. Discuss the planning and selection of media.
ii. Media Measurement Rates
1. Identify media measurement techniques
2. Explain techniques used to evaluate media
3. Summarize how media costs are determined
4. Explain promotional budget methods
d. Chp 20 Print Advertisements
i. Chp 20.1 Essential Elements of Advertising
1. Discuss how advertising campaigns are developed
2. Explain the role of an advertising agency
3. Identify the main components of print advertising
ii. Chp 20.2 Advertising Layout
1. Explain principles of preparing an ad layout
2. List advantages and disadvantages of using color in advertising
3. Describe how typefaces and sizes add variety and emphasis to print
advertisements
a. Culminating Activity: Create an advertising campaign for a local
business. Be prepared to present the project to the local
business owner/manager.