Chapter 14 Flashcards
Promotions that focus on members of the “trade”, which include distribution channel members, such as retail salespeople or which include distribution channel members, such as retail salespeople or wholesale distributors, that a firm must work with in order to sell its products
Trade promotions
reimburses the retailer for in-store support of the product
Merchandising allowance
a discount to retailer or wholesaler based on the volume of product ordered
Case allowance
A sales promotion where the manufacturer and the retailer share the cost
Co-op advertising
Events at which many companies set up elaborate exhibits to show their products, give away samples, distribute product literature, and troll for new business contacts
Trade shows
Goodies such as coffee mugs, T-shirts, and magnets given away to build awareness for a sponsor. Some freebies are distributed directly to consumers and business customers; others are intended for channel partners such as retailers and vendors.
Promotional products
In-store displays and signs
Point-of-Purchase (POP) displays
A bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product
Push money
________________ is the fastest-growing type of marketing communication
Direct marketing
Any direct communication to a consumer or business recipient designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product
Direct marketing
A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items
Catalog
a brochure or pamphlet that offers a specific good or service at one point in time
Direct mail
Unlike a catalog retailer that offers a variety of merchandise through the mail, _________ is a brochure or pamphlet that offers a specific good or service at one point in time. This is a mail offer that has an advantage over a catalog because the sender can personalize it.
Direct mail
The use of the telephone to sell directly to consumers and business customers
Telemarketing
The major issue on the horizon for _____ is whether they will be able to access cell phone numbers, as many consumers fear.
telemarketing
A direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product
Direct response advertising
Although for many companies the Internet has become the medium of choice for _____________, this technique is still alive and well in magazines, newspapers, and television
direct marketing
Advertising on TV that seeks a direct response including short commercials of less than two minutes, 30-minute or longer infomercials, and home shopping networks
Direct Response TV (DRTV)
Half-hour or hour-long commercials that that resemble a talk show but actually are sales pitches
Infomercials
Promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as smartphones, and personal digital assistants (PDAs)
M-Commerce
Marketing communication by which a company representative interacts directly with a customer or prospective customer to communicate about a good or service
Personal Selling
___________ is not the same thing as ________.
__________ bypass channel intermediaries and sell directly from manufacturer to consumer through personal, one-to-one contact. Typically, independent sales representatives sell in person in a customer’s home or place of business.
Direct selling, direct marketing.
Direct sellers
A salesperson whose primary function is to facilitate transactions that the customer initiates
Order Taker
A sales support person with a high level of technical expertise whose assists in product ddemonstrations
Technical Specialist
A salesperson who promotes the firm and tries to stimulate demand for a product but does not actually complete a sale
Missionary Salesperson
The person responsible for finding new customers and calling on them to present the company’s products
New-business salesperson
A salesperson who works to develop long-term relationships with particular customers or to generate new sales
Order getter
The sales function when handled by a team that may consists of a salesperson, a technical specialist, and others
Team selling
Selling has moved from a ______, hard-sell approach to and approach based on _____ with customers
transactional, relationship
A form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer
Transactional Selling
A form of personal selling that involves securing, developing, and maintaining long-term relationships with profitable customers
Relationship selling
The process of seeking out potential customers, analyzing needs, determining how product attributes might provide benefits for the customer, and them communicating that information
Creative selling process
The first step in the creative selling process
A part of the selling process that includes identifying and developing a list of potential or prospective customers
Prospecting
Maintaining a customer relationship means building customer ______ and ______ –thus, you can count on the customer to provide future business and stick with you for the long haul
satisfaction, loyalty
Prospect and Qualify> Preapproach> Approach> Sales Presentation> Handle Objections> Close> Follow-up
The Creative Selling Process
The second step of the creative selling process.
A part of the selling process that includes developing information about prospective customers and planning the sales interview
Preapproach
The third step in the creative selling process.
Though it is the first step of the actual sales presentation in which the salesperson tries to learn more about the customer’s needs, create a good impression, and build rapport
Approach
The fourth step in the creative selling process.
The part of the selling process in which the salesperson directly communicates the value proposition to the customer and invites two-way communication
Sales presentation
The fifth step in the creative selling process
Handle Objections
The sixth stage of the creative sells process.
The stage of the selling process in which the salesperson actually asks the customer to buy the product
Close
The seventh and final stage of the creative selling process.
The stage in which activities after the sale that provide important services to customers.
Follow-up
The process of planning, implementing, and controlling the personal selling function of an organization
Sales management
________________ state what management expects the sales force to accomplish and when.
Sales force objectives
Firms that engage in relationship selling also state objectives that relate to customer _______, _____, ________ (or turnover). Other common objectives are new customer development, new product suggestions, training, reporting on competitive activity, and community involvement,
satisfaction, loyalty, and retention
Set Sales Force Objectives> Create a Sales Force Strategy> Recruit, Train, and Reward the Sales Force> Evaluate the Sales Force
Sales Force Strategy (process)
A set of customers, often defined by geographic boundaries, for whom a particular salesperson is responsible
Sales Territory
Because the quality of a sales force can make or break a firm, a top priority for sales managers is to recruit and hire the right set of people to do the job. The ideal candidates exhibit good ______ skills, effective _______ skills, the ability to adapt their sales style from situation to situation, _______ (sticking with a task), and a high level of _________ ___________.
listening, follow-up, tenacity, personal organization
