IGNOU BCOS 186 Free Solved Assignment 2022
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BCOS 186
PERSONAL SELLING AND SALESMANSHIP
Programme: BAG/2021/2022
Course Code: BCOS 186
Max. Marks: 100
BCOS 186
Free Solved Assignment
Answer all
questions in this assignment.
Q 1 Define
personal selling and discuss its advantages and disadvantages
Personal selling occurs when businesses send out their
salespeople to interact directly with customers in order to deploy the sales
force and sell goods and services.
The salesperson wants to educate and persuade the client to
buy, or at the very least test, the product.
For instance, salespeople visit many cultures to promote their goods. Another instance is when corporate representatives try to sell their goods at the perfume and cosmetic counters in department shops.
A consumer may sample several things and receive advise on
how to use the product.
Personal selling is frequently used to market products,
especially those with very high costs or complicated features.
Advantages of
Personal Selling
It is a two-way exchange. In order for the selling agent to
immediately receive comments from the potential buyer. If things don't go as
expected, he can even modify his strategy or sales pitch.
Because it is a participatory method of marketing, it
promotes client trust.
If you're selling expensive goods like vehicles,
It's critical that the buyer has faith in both the vendor
and the goods. Personal sales make it feasible for this.
Additionally, it is a more effective method of marketing.
Since the consumer and salesman are in direct contact, it is difficult to
ignore them. At least the consumer tries to pay attention.
Finally, direct selling helps reach the audience that we
cannot reach in any other form. There are sometimes customers that cannot be
reached by any other method.
Disadvantages of
Personal Selling :
It is a relatively expensive method of selling. There is a
requirement of high capital costs.
Also, it is an extremely labour intensive method because a
large sales force is required to carry out personal selling successfully.BCOS
186 Free Solved Assignment
The training of the salesperson is also a very time
consuming and costly process.
And the method can only reach a limited number of people. Unlike TV or Radio
ads it does not cover a huge demographic.
Q 2 What do
you understand by buying motives? What are the various types of buying motives?
A buyer's purchasing motivations are the forces that affect
or drive him to make a purchase.
To put it another way, a purchasing motivation is any inner
thoughts, sentiments, urges, instincts, drives, desires, stimuli, or emotions
that prompt a consumer to purchase a certain good or service in order to meet his
wants.
The following categories have been created for the study's
convenience out of the different classifications each of them provided:
(1. Physical,
Psychological and Sociological Buying Motives:
The psychological buying motives are related to the satisfaction
of basic human needs for subsistence such as satisfaction of the needs for
food, shelter and clothes, and security.
The psychological buying motives relates to the need for
prestige or self-preservation, etc.
The sociological buying motives are related to the motives
that exist at present and is expected in all the social situations.
(2. Acquired and
Inherent Buying Motives:
The acquired buying motives are learned motives and are
influenced by the environment factors.
Such motives are related to socio-economic conditions and
the level of education, such as economy, information, work efficiency, profit
facility, quality, beauty, fashion, social presage, acceptance, etc.
The inherent buying motives are present in a person from his
birth. It belongs to basic human instincts whereas the acquired buying motives
are concerned with the environment.
They are influenced by hunger, thirsts, sleep, leisure,
security, playing entertainment, etc.
(3. Primary and
Selective Buying Motives:
The primary buying motives increase the general demands for
products and not the specific demands for a specified product/brand.
The demands for radios, TVs, cars, motorcycles, etc. Fall
under this category of primary motives.BCOS 186 Free Solved Assignment
The selective buying motives influence for the purchase of
specific brands, for instance, the demands for Bajaj’s Chetak Scooter, Onida
TV, Philips Radios, etc.
(4. Conscious and
Dormant Buying Motives:
The conscious buying motives are such motives, which are
identified by the buyer without any help from marketing functions, like
advertising, personal selling or promotional tools.
The conscious buying motives influence the satisfaction of
presently existing needs of a customer.
Such buying motives take shape within the sub-conscious
minds of the customers and are not influenced by the external environmental
factors.
The dormant buying motives are silent motives and do not
influence the buyers until their attention is invited by the marketing
functions.
Thus, dormant buying motives are related with satisfaction
of those needs which are created by the marketing functions.
A consumer does not possess the knowledge of such needs
without the persuasion of marketing activities.BCOS 186 Free Solved Assignment
(5. Rational and
Emotional Buying Motives:
Alfred Gross has classified the buying motives as emotional
and rational.
A customer takes rational or economic buying decisions for availing at least a
few of the following advantages:
(i) Where the buying is more profitable.
(ii) Where there is saving of time.
(iii) Where there is similarity/uniformity in the products.
(iv) Where the item is simple to operate.
Q 3 Explain
with examples the application of Ethics in selling
By incorporating these moral sales practises into your
operations, you will be able to better serve your clients and sales staff.
To create a positive experience for both the customer and
the company, it is imperative that trust building is at the center of every
sales interaction. While yes, it is the job of the sales professional to
sell,BCOS 186 Free Solved Assignment
if that is always the only objective at hand, the sales
approach can seem disingenuous for customers who feel as if they are only being
sold to, not heard or valued.
Additionally, striving to get the sale by any means can lead
to unethical behavior for the sake of hitting the quota.
When interacting with prospects and customers, reps should
strive to build trust first and sell second.
Be accountable.
If a problem arises and you were at fault, quickly and
truthfully take responsibility.
While it may be tempting to defer responsibility to save
face, being accountable for your actions and offering a solution to remedy the
situation is a more ethical approach.
Share clear, truthful information.
When trying to convince a prospect to invest in your product
or service, it is critical you only present honest information.
Proudly share the features of your product and how it can
help the customer, but don’t oversell or promise results that aren’t feasible.
Provide fair competitive comparisons.
Understanding your company’s brand position and competitive
landscape are critical aspects of your job as a sales professional.
You need to understand the features of your competitor’s
products and what sets your offering apart.
Address problems head-on.
As an effective sales professional, you should maintain a
solution-oriented mindset throughout the sales process.BCOS 186 Free Solved
Assignment
Regardless of who or what is at fault, practice this
approach when problems arise as well.
Follow through on commitments to the customer.
This point is simple. If a commitment is made to your
prospect or customer, it needs to be kept.
Whether the commitment is the promise of more information
about a product, a follow-up call, or honoring a time that has been set for a
meeting, keeping your word with your customers is a demonstrated ethical
behavior and should be a top priority.
Take objections in stride.
Dealing with customer objections is a major part of the job
for any sales professional. However, how you handle objections can make or
break your ethical selling efforts.
Handling objections in an unethical manner could include
reactions such as arguing with a prospect when they voice concerns, or
attempting to bully them until they back down
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Q 4 Discuss
in brief the steps of sales process
Prospecting
Prospecting is the first of the sales process' seven phases.
During this phase, you locate potential clients and assess their demand for
your good or service as well as their financial capacity to pay for it.
Qualifying is the process of determining if a consumer needs
your good or service and can afford it.
Keep in mind that finding one prospect at a firm is
insufficient for contemporary sales: A typical transaction involves 6.8 consumer
stakeholders on average,
In order to communicate with many buying decision-makers,
you need learn multithreading.
Account maps are a useful tool for locating these customers.
(2. Preparation : The second stage has you in
preparation for initial contact with a potential customer, researching the
market and collecting all relevant information regarding your product or
service.
At this point, you develop your sales presentation and
tailor it to your potential client’s particular needs.
(3. Approach : In the approach stage, you make first
contact with your client. Sometimes this is a face-to-face meeting, sometimes
it’s over the phone.
There are three
common approach methods.
Premium approach: Presenting your potential client with a
gift at the beginning of your interaction
Question approach: Asking a question to get the
prospect interested
Product approach: Giving the prospect a sample or a free
trial to review and evaluate your service
Dive deeper into the various sales approaches you can use to
start a relationship off on the right foot.
(4.Presentation: In the presentation phase, you
actively demonstrate how your product or service meets the needs of your
potential customer.
The word presentation implies using Power Point and giving a
salesy spiel, but it doesn’t always have to be that way-you should actively
listen to your customer’s needs and then act and react accordingly.
(5. Handling objections: Perhaps the most underrated of
the seven steps of a sales process is handling objections. This is where you
listen to your prospect’s concerns and address them
Q 5 What
are the relevant theories of sales force motivation? Discuss them.
Q 6 Discuss
in brief the communication skills of a salesperson
Q 7 Explain
the tools and techniques used for sales presentation and demonstration.
Q 8 What do
you mean by sales manual? State its benefits.
Q 9
Describe the changing role of salespeople
Q 10 What
are the various types of salesperson?
Q11. Write
short notes on:
a.
Motivation
B. Trial
close
Q 12
Distinguish between:
a. Buyer
and consumer
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