Chapter 1: Personal Selling And The Marketing Concept Flashcards
What is a relationship strategy?
A well-thought out plan for establishing, building and maintaining quality relationships
What is a customer strategy?
A carefully conceived plan that will result in maximum customer responsiveness
What is a strategy?
The things that salespeople do as the result of pre call planning to ensure they call on the right people, at the right time, and with the right tactics to achieve positive results
What are tactics?
Techniques, practices, or methods salespeople use during fave to face interactions with customers
What is a strategic market plan?
Takes into consideration all of the major functional areas of a the business that must be coordinated, such as production, promotion, finance and personnel
What is transactional selling?
Type of selling focused on getting an order, without consideration of building long-term customer relationship
What is consultative style selling?
An approach to personal selling that is an extension of the marketing concept. Emphasis is placed on need identification, need satisfaction, and the building of a relationship that results in repeat business
What is a personal selling philosophy?
Involve three things: 1) full acceptance of the marketing concept, 2) developing an appreciation for the expanding role of personal selling in our competitive national and international markets, 3) assuming the role of problem solver or partner in helping customers to make complex buying decisions
What is personal selling?
Involves person to person communication with a prospect. It is a process of developing relationships, discovering customer needs, matching appropriate products with these needs, and communicating benefits through informing, reminding or persuading
What is a marketing mix?
The combination of elements (product, promotion, place and price) that creates continuing customer satisfaction for a business
What is a marketing concept?
A belief that the business firm should dedicate all its policies, planning, and operation to the satisfaction of the customer; a belief that the final result of all business activity should be to earn a profit by satisfying the customer
What is a customer economy?
System that rewards those salespeople who have the skills, the knowledge, and the motivation to determine how to create value at every step of the sales process
What is presentation strategy?
A well-conceived plan that includes three prescriptions: 1) establishing objective for the sales presentation, 2) preparing the presage presentation plan needed to meet these objectives, and 3) renewing one’s commitment to providing outstanding customer service
What are product strategies?
A well conceived plan that emphasizes acquiring extensive product knowledge, learning to select and communicate appropriate product benefits that will appeal to the customer, and positioning the product
What is a product?
One element of all the marketing mix. The term product should be broadly interpreted to encompass goods, services and ideas
