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IMC Final Exam > chapter 17 > Flashcards

chapter 17 Flashcards

1
Q

What does personal selling involve?

A

Selling through a person-to-person communication process.

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2
Q

What is the communication process known as in personal selling?

A

Dyadic communications

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3
Q

What is the traditional 7 steps of selling?

A
  1. Prospecting
  2. Preapproach
  3. Approach
  4. Presentation
  5. Overcoming objectives
  6. Close
  7. Follow-up
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4
Q

What is the evolved 7 steps of selling?

A
  1. customer retention and deletion
  2. database and knowledge management
  3. nurturing the relationship
  4. marketing the product
  5. problem solving
  6. adding value/satisfying needs
  7. customer relationship maintenance
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5
Q

The whole evolved sales process revolves around the:

A

Customer. Der.

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6
Q

What are some of the new roles for sales people?

A
  • Database knowledge and management
  • Problem diagnosis and problem solving
  • value creators, value adders.
  • nurtuing and maintaining relationships
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7
Q

Define relationship marketing

A

The organisation’s effort to develop a long-term, cost-effective link with individual customers for mutual benefit.

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8
Q

What are some of the important factors in customer retention?

A
  • perceived price to value proposition
  • customer service
  • product quality
  • product uniqueness
  • depth of product line
  • loyalty / reward program
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9
Q

Types of sales jobs include:

A
  • creative selling
  • order taking
  • missionary sales
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10
Q

What are the 6 steps of selling?

A
  1. prospecting and qualifying leads
  2. determining customer’s needs and wants
  3. recommending a way to satisfy customer needs
  4. demonstrating the capabilities of the company and its products
  5. closing the sale
  6. following up the service account.
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11
Q

What are the 10 traits of effective salespeople?

A
  1. ego strength
  2. sense of urgency
  3. ego drive
  4. assertiveness
  5. risk-taking
  6. sociable
  7. abstract reasoning
  8. scepticism
  9. creativity
  10. empathy
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12
Q

Advantages of personal selling

A
  • two way interaction with prospect
  • tailoring the message
  • pros[ect is not likely to be distracted
  • seller involved in purchase decision
  • source of research information
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13
Q

Disadvantages of personal selling

A
  • inconsistent messages
  • potential for management/sales force conflict
  • high cost
  • poor reach
  • potential ethical problems
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14
Q

What other IMC tools does personal selling combine with?

A
  • advertising
  • PR
  • direct marketing
  • sales promotion
  • the internet
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15
Q

What are the strategies of combining personal selling and PR?

A
  • sales staff directly perform PR functions
  • provide incentives for sales staff to join clubs and community groups.
  • encourage sales staff to undertake ‘pro bono’ work
  • encourage sales staff to support Not For Profit and philanthropic organisation or causes.
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16
Q

What does telemarketing involve?

A
  • screen leads and qualify prospects
  • customer service and follow-up
  • supporting sales staff
  • PR dimension
  • can be combined with direct mail, email and other direct mail methods.
17
Q

What are the factors to consider when evaluating the personal selling process?

A
  • review of all target accounts
  • review of all cross-functional selling activities or the lack of them
  • review of specific territory objectives including sales to plan and gross profit to plan, and assigned account objectives
  • knowledge of products, customers and customer organisations.
  • ability to apply this market knowledge.
  • development of a favourable attitude as it pertains to that knowledge and those applied skills.
  • required course corrections.
18
Q

What are the 2 factors to consider when evaluating the sales force?

A
  • sales results

- sales efforts

19
Q

What are some of the characteristics which affect the sales force performance?

A
  • the strength of the field manager
  • a clear link between company culture and value to sales strategies
  • rigorous management processes that drive performance.
  • consistent training that leads to consistent execution
  • the courage to change.
20
Q

what is the criteria for evaluating personal selling’s contribution?

A
  • provide good marketing intelligence?
  • are follow-up activities conducted well?
  • Are IMC programs being implemented?
  • are communications objectives attained?

IMC Final Exam (10 decks)

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