Chapter 16 Flashcards
trade promotions
promotions that focus on members of the trade which include distribution channel members that a firm must work with in order to sell its products
merchandising allowance
reimburses the retailer for in store for in store support of the product
case allowance
a discount to the retailer or wholesaler based on the volume of product ordered
co op advertising
a sales promotion where the manufacturer and the retailer share the cost
trade shows
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
point of purchase displays
in store displays and signs
push money
a bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product
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 info, and a visit to a store or other place of business for purchase of a product
catalog
a collection of products offered for sale in book form usually consisting of product descriptions accompanied by photos of the items
direct mail
a brochure or pamphlet that offers a specific good or service at one point in time
telemarketing
the use of the telephone to sell directly to consumers and business customers
direct response advertising
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
m commerce
promotional and other ecommerce activities transmitted over mobile phones and other mobile devices such as smartphones and personal digital assistants
infomercials
commercials that resemble a talk show but are actually are sales pitches
personal selling
marketing communication by which a company representative interacts directly with a customer or prospective customer to communicate about a good or service
order taker
a salesperson whose primary function is to facilitate transactions that the customer initiates
technical specialist
a sales support person with a high level of technical expertise who assists in product demonstrations
missionary salesperson
a salesperson who promotes the firm and tries to stimulate demand for a product but does not actually complete a sale
new business salesperson
the person responsible for finding new customers and calling on them to present the company’s products
order getter
a salesperson who works to develop long term relationships with particular customers or to generate new sales
team selling
the sales function when handled by a team that may consist of a salesperson, a technical specialist, and others
transactional selling
a form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer
relationship selling
a form of personal selling that involves securing, developing, and maintaining long term relationships with profitable customers
creative selling process
the process of seeking out potential customers, analyzing needs, determining how product attributes might provide benefits for the customer, and then communicating the info
prospecting
a part of the selling process that includes identifying and developing a list of potential or prospective customers
preapproach
a part of the selling process that includes developing info about prospective customers and planning the sales interview
approach
the first step of the actual sales presentation in which the salesperson tries to learn more about customers needs, create a good impression, and build rapport
sales presentation
the part of the selling process in which the salesperson directly communicates the value proposition to the customer and invites two way communication
close
the stage of the selling process in which the salesperson actually asks the customer to buy the product
follow up
activities after the sale that provide important services to customers
sales management
the process of planning, implementing, and controlling the personal selling function of an organization
sales territory
a set of customers, often defined by geographic boundaries, for whom a particular salesperson is responsible
