Chapter 7: Communication 2 Flashcards

1
Q

Sales action characteristics

A
  • The sales activity is a two way interpersonal communication between buyer and seller
  • Based on the construction of long term customer relations
  • Must induce the customer to buy
  • Important to know the reason for purchase and interests of consumers
  • Customer is motivated by their needs and wishes, which then generate a buying attitude
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2
Q

Sales action objectives

A

Objectives:

  • Report
  • Persuade
  • Develop favourable attitudes towards product and organization
  • Offer a service
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3
Q

The sales process

A
  • Cycle
  • Planning
  • Sales objectives
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4
Q

The sales process: Cycle

A
  • Initial contact
  • Identify needs
  • Present offer
  • Manage objections
  • Close a sale
  • Prospecting
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5
Q

The sales process: Planning

A
  • Specification of sales targets
  • Choice of sales team and system
  • Structure and organization
  • Sales team size
  • Sales budget
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6
Q

The sales process: Sales objectives

A
  • Volume
  • Sales margins
  • Number of orders
  • Number of visits
  • Cutomer acquisition
  • Average sales per customer
  • Market share
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7
Q

Sales promotion concept

A

Set of techniques integrated into the marketing strategy to achieve objectives, through stimuli and actions limited by space and time

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8
Q

Positive effects of promotion

A
  • Short and long term effectiveness
  • Counteract price differences
  • Easy control of results
  • Dispose of excess production
  • Temporary recruitment of customers
  • Enhance the testing of new products
  • Effective in products with high seasonality
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9
Q

Negative effects of promotion

A
  • Effect on image
  • Make consumer feel ripped off
  • Greater attention to incentive than the product
  • Promotional fight with competition
  • Consumers get used to it
  • Variation in the sales period
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10
Q

Public relations concept

A

Set of actions carried out with the objective to maintaining or correcting the stimuli that makes up the image of the organization

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11
Q

Concerned parties in public relations

A
Internal concerned parties:
- Employees
- Managers
- Owners
External concerned parties
- Vendors
- Society
- Government
- Creditors
- Customers
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12
Q

Types of public relations

A
Internal public relations:
- Conventions
- News distribution
External public relations
- Notes or press releases
- Contests
- Sponsorships
- Factory visits
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13
Q

Merchandising concept

A

Set of techniques that allow profitability, ensuring
an assortment permanently adapted to the needs of the demand,
maximizing the rotation of products and facilitating the purchase to the
potential customers of the establishment

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14
Q

Influential factors in merchandising

A
  • Emergence of free service
  • Large sale areas
  • Increased product competition
  • Advertising saturation and poor effectiveness
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15
Q

Types of merchandising

A
  • Presentation merch
  • Seduction merch
  • Management merch
  • Level of location of products on the shelf
  • Seduction merch
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16
Q

Types of merchandising: Presentation merch

A
  • Appropriate shelf location
  • Optimize circulation of customers
  • Management of different areas
17
Q

Types of merchandising: Seduction merch

A
  • Covert shopping into activity
  • Psychological
  • Stimuli
18
Q

Types of merchandising: Management merch

A
  • Make point of sale profitable

- DPP

19
Q

Types of merchandising: Location of products on shelf

A
  • Level above the head
  • Eye level
  • Hands level
  • Ground level
20
Q

Types of merchandising: Seduction merch

A
  • Product tasting
  • Small setting at the establishment
  • Accompanied by animation elements
21
Q

Forms of direct marketing

A
  • Direct mail marketing
  • Telemarketing
  • Telesales
  • Automatic sales
  • E-commerce
22
Q

Other types of communication instruments

A
  • Neuromarketing
  • Geomarketing
  • Experiential marketing
  • Engagement marketing
  • History influencer marketing
  • Influencer marketing
23
Q

Other types of communication instruments: Neuromarketing

A

Studying the brain activity in order to know what part of it is involved in consumer behaviour

24
Q

Other types of communication instruments: Geomarketing

A

Combies information from traditional marketing and geographical location of consumers

25
Q

Other types of communication instruments: Experimental marketing: Experiential marketing

A

Offers pleasant experiences associated with communication and consumption

26
Q

Other types of communication instruments: Engagement marketing

A

It aims to make the brand an entertainment for the target audience

27
Q

Other types of communication instruments: History influencer marketing

A
  • Based on the premise of influencing consumer behaviour

- Use of real or fictional characters as prescribers to influence consumers

28
Q

Other types of communication instruments: Influencer marketing

A
A form to get credibility and confidence in a brand
What should be measured?
In the past:
- Number of followers
- Number of likes
Present and future
- Engagement
- The purchase action
29
Q

Classification of influencers

A
  • Celebrities
  • Social media celebrities
  • Premium influencers
  • Micro influencers
  • Consumer - employee advocates