Chapter 19 Flashcards
Personal Selling
Paid personal communication that attempts to inform customers and persuade them to buy products in an exchange situation.
Prospecting
Developing a database of potential customers.
Approach
The manner in which a salesperson contacts a potential customer.
Closing
The stage in the personal selling process when the salesperson asks the prospect to buy the product.
Order Getter
A salesperson who sells to new customers and increases sales to current customers.
Order Takers
Salespeople who primarily seek repeat sales.
Support Personnel
Sales staff members who facilitate selling but usually are not involved solely with making sales.
Missionary Salespeople
Support salespeople, usually employed by a manufacturer, who assist the producer’s customers in selling to their own customers.
Trade Salespeople
Salespeople involved mainly in helping a producer’s customers promote a product.
Technical Salespeople
Support salespeople who give technical assistance to a firm’s current customers.
Team Selling
The use of a team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process.
Relationship Selling
The building of mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time.
Recruiting
Developing a list of qualified applicants for sales positions.
Straight Salary Compensation Plan
Paying salespeople a specific amount per time period, regardless of selling efforts.
Straight Commission Compensation Plan
Paying salespeople according to the amount of their sales in a given time period.
Combination Compensation Plan
Paying salespeople a fixed salary plus a commission based on sales volume.
Sales Promotion
An activity and/or material intended to induce re sellers or salespeople to sell a product or consumers to buy it.
Consumer Sales Promotion Methods
Sales promotion technique that encourage consumers to patronize specific stores or try particular products.
Coupons
Written price reductions used to encourage consumers to buy a specific product.
Cents-off Offer
A promotion that allows buyers to pay less than the regular price to encourage purchase.
Money Refund
A sales promotion technique that offers consumers a specified amount of money when they mail in a proof of purchase, usually for multiple product purchases.
Rebate
A sales promotion technique in which a consumer receives a specific amount of money for making a single product purchase.
Point-Of-Purchase (POP) Materials
Signs, window displays, display racks, and similar devices used to attract customers.
Demonstration
A sales promotion method a manufacturer uses temporarily to encourage trial use and purchase of a product or to show how a product works.
Free Sample
A sample of a product given out to encourage trial and purchase.
Premium
An item offered free or at a minimal cost as a bonus for purchasing a product.
Consumer Contests
Sales promotion methods in which individuals compete for prizes based on their analytical or creative skills.
Consumer Games
Sales promotion methods in which individuals compete for prizes based primarily on chance.
Consumer Sweepstakes
A sales promotion in which entrants submit their names for inclusion in a drawing for prizes.
Trade Sales Promotion Methods
Methods intended to persuade wholesalers and retailers to carry a producer’s products and market them aggressively.
Buying Allowance
A temporary price reduction to resellers for purchasing specified quantities of a product.
Buy-Back Allowance
A sum of money given to a reseller for each unit bought after an initial promotion deal is over.
Scan-Back Allowance
A manufacturer’s reward to retailers based on the number of prices scanned.
Merchandise Allowance
A manufacturer’s agreement to pay resellers certain amounts of money for providing special promotional efforts, such as setting up and maintaining a display.
Cooperative Advertising
An arrangement in which a manufacturer agrees to pay a certain amount of a retailer’s media costs for advertising the manufacturer’s products.
Dealer Listing
An advertisement that promotes a product and identifies the names of participating retailers that sell the product.
Free Merchandise
A manufacturer’s reward given to resellers that purchase a state quantity of products.
Dealer Loader
A gift, often part of a display, given to a retailer that purchases a specified quantity of merchandise.
Premium Money (Push Money)
Extra compensation to salespeople for pushing a line of goods.
Sales Contest
A sales promotion method used to motivate distributors, retailers, and sales personnel through recognition of outstanding achievements.
