7'02 Explain onsite merchandising'

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7.02 Explain on-site merchandising.
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Identify the purpose of an on-site merchandising
plan.

• 1. The primary purpose is to maximize income for
  a sports or entertainment event
• 2. Companies maximize income through the sales of
  food and beverage and merchandise
• 3. Four components are
• a. Location of a vending station
• b. Physical layout
• c. Operations
• d. Merchandise

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Appropriate Vending Locations

• A permanent stand or a mobile cart
• For example a kiosk
• 2. Displays located near high traffic areas
• For example a vending location near an entrance

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Physical layout of a vending location

• The vending location should be within close
  proximity to restocking area
• For example, an ice machine near a concession
  stand or a stock room near a t-shirt stand

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Physical layout of a vending location, cont..

• 2. Display signs above eye level, three
  dimensional, lighted and colorful
• a. Red and white to attract attention of
  customers in close range
• b. Yellow and black attract attention from a
  farther range

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Physical layout of a vending location, cont..

• 3. Larger, more bulky items are usually purchased
  at end of sports or entertainment event

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Critical issues of selling on-site merchandise

• 1.The heaviest traffic for merchandising is upon
  arrival and departure
• 2. In club levels, luxury boxes and suites, a
  menu of food and beverages is placed on seats.
  Orders are placed with a vender

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Critical issues of selling on-site merchandise,
cont..

• 3. Test marketing is important to ensure the
  effectiveness of a good or service
• 4. Training of sales personnel varies with the
  event

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Critical issues of selling on-site merchandise,
cont..

• 5. Using a multiple sales selling technique and
  suggestion selling can increase sales
• 6. With smaller events, selling and merchandising
  may occur in-house

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Critical issues of selling on-site
merchandiseSmall Events

• In-house responsibilities include
• a. Designing the logo
• b. Deciding the type, quality, and quantity of
  merchandise

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Critical issues of selling on-site
merchandiseSmall Events, cont..

• c. Ordering merchandise
• d. Creating displays and point-of-purchase areas
  near check-in, front entrance and playing area