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Winning the retail customer (6 points)


Leader: Mr Michael Morrison

Not offered in 2003.

Synopsis: Consumer behaviour - consumer buying model; store and product selection criteria; customer segmentation; core customer concept. Customer service - service definition and expectations; development and delivery; customer service strategies. Retail selling - principles and practice; customer relations. Managing the sales floor - staff scheduling; training; productivity; consumerism.

Assessment: Written (2000 words): 20% + Written (4000 words): 40% + Examination (2 hours): 40%

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