Purpose of the Study: In the past, negotiation-based, role-play sales-assignments have involved oneto-one interaction between a buyer and a seller. Unfortunately, this traditional format often overlooks the importance and presence of multiple buyers/sellers, the role of location, the dynamics of fluctuating market price, and the influential function of competitors. This exercise, The Sales Marketplace , teaches students to be cognizant of these variables beyond just negotiation tactics. Further, additional steps are put in place to have students reflect on their experience as a sales negotiator. Method/Design and Sample: Seventy-six upper year undergraduate marketing concentration majors were given a survey to evaluate The Sales Marketplace exercise. Results: The students reported that The Sales Marketplace is superior to the traditional format in 15 separate questionnaire items, including providing a better outlook of the sales marketplace, providing a realistic sales negotiation experience, requiring more problem analysis, interpersonal skills, emotional control, teamwork, decision making ability, ethical awareness, and class interaction. Students also reported that the exercise enhanced their learning experience, increased their knowledge of sales principles, imagination, and creativity. Value to Marketing Educators: The advantage of the The Sales Marketplace is four-fold. First, the activity evolves beyond a simple lesson in negotiation tactics. Second, it allows students to reflect on their sales negotiation skills and self awareness. Third, this exercise deploys active learning techniques to immerse students in sales-negotiation scenarios. Finally, this method is customizable to any course (beyond sales-based courses) that utilizes negotiation-based learning.
Seung Hwan Lee (Fri,) studied this question.