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Marketing 396 > Chapter 14 > Flashcards

Chapter 14 Flashcards

1
Q

What is personal selling?

A

Person presentations by a firm’s sales force for the purpose of making sales and building customer relationships

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2
Q

What is a salesperson?

A

This term covers a wide range of positions but thymus be largely an order take

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3
Q

What is personal selling?

A

Involves interpersonal interactions between salespeople and individual customers

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4
Q

Who do sales people serve?

A

The seller and buyer

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5
Q

What is salesperson-owned loyalty?

A

Customers may become loyal to salespeople as well as to companies and products they represent

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6
Q

What actions can a company take to help bring its marketing and sales functions closer together

A
  1. It can increase communications between two groups by arranging joint meetings and spelling out communications channels
  2. Can create opportunities for salespeople and marketers to work together
  3. Brand managers and researchers can tag along on sales calls or sit in on sales planning sessions
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7
Q

What is a sales force management?

A

Analyzing, planning, implementing, and controlling sales force activities

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8
Q

What is territorial sales force structure?

A

Each salesperson is assigned to an exclusive geographic area and sells a company’s full line of products or services to all its customers in that territory

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9
Q

What is product sales force structure?

A

A company organizes its sales force along customer or industry lines

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10
Q

What is an outside sals force?

A

Salespeople who will travel on call on customers in field

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11
Q

What is an inside sales force?

A

Salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers

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12
Q

What are telemarketers and online sellers?

A

They use phone, internet, and social media to find new leads. They learn about customers and their business. Can be effective and a less costly way to sell to a smaller, harder-to-reach customers

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13
Q

True or false: telemarketing is a vital tool for most b-to-b marketers

A

TRUE

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14
Q

What is team selling?

A

Such teams include experts from any area or even of selling firm

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15
Q

What are the four key talents that salespeople possess?

A
  1. Intrinsic motivation
  2. Disciplined work style
  3. Ability to close sale
  4. Ability to build relationships with customers
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16
Q

What is virtual instructor-led training?

A

A small group of salespeople at remote locations log on to web conferencing site, where sales instructor leads training

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17
Q

What does a compensation plan consist of?

A
  1. Fixed amount
    - Usually a salary, gives a salesperson some stable income
  2. Variable amount
    - Might be commissions or bonuses based on sales performance, rewards a salesperson for greater effort and success
  3. Expenses
  4. Fringe benefits
18
Q

What is an organizational climate?

A

Describes a feeling that salespeople have about their opportunities, value, and rewards for good performance

19
Q

What are sales quotas?

A

Standards stating amount they should sell and how sales should be divided among a company’s products

20
Q

What are sales reports?

A

Weekly or monthly work plans and longer-term territory marketing plans

21
Q

What is the selling process?

A

Steps that salespeople follow when selling, which include prospecting, qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing, and follow-up

22
Q

What is prospecting?

A

Identifying qualified potential customers. Approaching the right customers is crucial to selling success

23
Q

What is pre-approach?

A

Step in which a salesperson learns as much as possible about a prospective customer before making a sales call

24
Q

What is approach?

A

Step in which salesperson meets customer for the first time

25
Q

What is presentation?

A

Salesperson tells “value story” to buyer, showing how company’s offer solves customer’s problems

26
Q

What is a follow up?

A

Necessary if a salesperson wants to ensure customer satisfaction and repeat business. Right after closing, a salesperson should complete any details on delivery time, purchase terms, and other matters

27
Q

What is value selling?

A

Demonstrating and delivering superior customer value and capturing return on that value that is fair both the customer and company

28
Q

What is a sales promotion?

A

Consists of short-term incentives to encourage purchase or sales of product or service

29
Q

What are consumer promotions?

A

Urge short-term customer buying or boost customer brand involvement

30
Q

What are trade promotions?

A

Include getting retailers to carry new items and more inventory, buy ahead, or promote company’s products

31
Q

What are business promotions?

A

Used to generate business leads, simulate purchases, reward customers, and motivate salespeople

32
Q

What are samples?

A

Offers of trial amount of product

33
Q

What are coupons?

A

Certificates that save buyers money when they purchase specified products

34
Q

What are rebates?

A

Like coupons except that price reduction occurs after purchase rather than at retail outlet

35
Q

What are price packs?

A

Offer consumers savings off regular price of product

36
Q

What are premiums?

A

Good offered either for free or at a low cost as an incentive to buy a product, ranging from toys included with kids’ products to phone cards and DVDs

37
Q

What are advertising specialities?

A

Useful articles imprinted with an advertiser’s name, logo, or message that are given as gifts to consumers

38
Q

What are point-of-purchase promotions?

A

Include displays and demonstrations that take place at a point of sale

39
Q

What is event marketing?

A

Can create own brand-marketing events or serve as sole or participating sponsors of events created by others

40
Q

What are trade promotions?

A

Can persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers

41
Q

What is a sales contest?

A

A contest for salespeople or dealers to motivate them to increase sales performance per given period

Marketing 396 (9 decks)

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