Chapter 13 Marketing (FINAL REVIEW) Export Flashcards
Event marketing (or event sponsorships)
Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others
Contests, sweepstakes, and games
Give consumers the chance to win something
Point-of-purchase (POP) promotions
Displays and demonstrations that take place at the point of sale
Advertising specialties
Useful articles imprinted with an
advertiser’s name, logo, or message that
are given as gifts to consumers
Premiums
Goods offered either free or at low cost as
an incentive to buy a product
Price packs (cents-off deals) function
Offers consumers savings off the regular price of a product
Rebates (cash refunds)
Price reduction occurs after the purchase
Customer sends proof of purchase to the
manufacturer, which then refunds part of
the purchase price by mail
Coupons
Certificates that save buyers money when
they purchase specified products
Samples Description
Offers of a trial amount of a product
Most effective and expensive
Goal in Relationship Marketing
to develop customer loyalty and retention over time
Goal in Transaction-Oriented Marketing
to make a sale or a deal as quickly and efficiently as possible
What are the steps in the selling process?
Prospect and Qualifying, Preapproach, Approach, Presentation and Demonstration, Handling Objections, Closing, Follow-Up
Value selling requires
Listening to customers
Understanding customers’ needs
Coordinating the company’s efforts to create lasting relationships based on customer value
Value Selling
demonstrating and delivering superior customer value capturing a return on that value that is fair for both the customer and the company
Major Steps in Sales Force Management
Designing sales strategy and structure, recruiting and selecting, training, compensating, supervising, evaluating
Sales force management function
analyzing, planning,implementing, and controlling sales force activities
What is a Salesperson
Represents a company to customers by
-Prospecting and communicating
-Selling and servicing
-Gathering information and building relationships
What is personal selling?
Personal presentations by a sales force to engage
customers, make sales, and build customer relationships
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