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Marketing > Exam 4 (13 & 14) > Flashcards

Exam 4 (13 & 14) Flashcards

1
Q

What ways can a sales force be structured?

A
  • territorial
  • product
  • customer (market)
  • complex sales force structure
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2
Q

What salesforce structure involves each salesperson being assigned to exclusive geographic region and sells company’s full line of products/services to all customers in that territory

A

Territorial

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3
Q

What salesforce structure involves numerous and complex products where salespeople specialize in selling only a portion of company’s products

A

Product

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4
Q

What salesforce structure involves salespeople specializing in selling only to certain customers or industries (whirlpool—team assigned to big retailers)

A

Customer (market)

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5
Q

What salesforce structure involves combining several types of organizations (ex. Customer & territorial; product & territorial; product & customer; territorial, product, & customer)

A

Complex sales force structure

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6
Q

Promotional items that are linked to a product, and often require proofs of purchase such as box tops or tokens to acquire (ex. Toy that comes with a happy meal)

A

Premium

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7
Q

A discount given to a customer at the time of purchase, or money sent to a customer after they’ve paid the full price (ex. Temp. Tuesday at Runza; similar promotions that allow a customer to pay less than the full price at or after time of sale)

A

Rebate

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8
Q

What are the seven steps of the personal selling process?

A
  1. Prospecting
  2. Preapproach
  3. Approach
  4. Presentation & Demonstration
  5. Handling objections
  6. Closing
  7. Follow-Up
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9
Q

What step of the personal selling process involves identifying qualified potential customers? (Methods include: social contacts, trade shows, cold calling, telemarketers, commercial data bases, mailing lists) NETWORKING

A

(1) Prospecting

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10
Q

What step of the personal selling process involves learning as much as possible about prospective customer before making a sales call? (This is preparation completed BEFORE making contact via research)

A

(2) Preapproach

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11
Q

What step of the personal selling process involves a salesperson meeting a customer for the first time? (will be rooted in the Preapproach preparation; adjustments are still being made)

A

(3) Approach

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12
Q

What step of the personal selling process involves a salesperson telling a “value story” to the buyer? (Shows how the company’s offer can solve the customers problems and add value to their business)

A

(4) Presentations & Demonstrations

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13
Q

What step of the personal selling process involves a salesperson seeks out, clarifies, and overcomes any customer objections to buying? (Good salesperson is prepared to anticipate objections and turns objections into opportunities to provide more info and create more reasons for buying)

A

(5) Handling Objections

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14
Q

What step of the personal selling process involves a salesperson asking the customer for an order & identifying which specific products will be purchased?

A

(6) Closing

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15
Q

What step of the personal selling process involves a salesperson following up after the sale to ensure customer satisfaction and repeat business?

A

(7) Follow-Up

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16
Q

Which specialization of a sales team is used when products need various fields of experts to communicate with customers?

A

Team Selling

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17
Q

Which specialization of a sales team is when someone knows the product well and can explain it to customers?

A

Technical specialist

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18
Q

Which specialization of a sales team is when salesforce members go out to potential customers and explain the product but do not directly solicit orders?

A

Missionary Salespeople

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19
Q

Which specialization of a sales team is focused on assisting the customers, communicating with them, and processing their transactions?

A

Order takers

20
Q

When compensation is based on how much a salesperson sells (provides motivation to close sales and allows salespeople flexibility in their hours)

A

Commission

21
Q

Short term incentives to encourage the purchase or sales of a product or service (offers a reason to buy the product now)

A

Sales promotions

22
Q

What are the 3 types of sales promotions?

A
  • Consumer Promotions
  • Trade Promotions
  • Business Promotions
23
Q

Which sales promotion uses sales promotion tools to boost short-term customer buying and involvement or to enhance long-term relationships (ex. Samples; coupons; sweepstakes; event sponsorships; free stuff at events)

A

Consumer Promotion

24
Q

Which sales promotion uses sales promotion tools to persuade retailers and wholesalers to carry a brand, give it shelf space, promote it in advertising, and push it to customers (ex. Discounts & free goods)

A

Trade Promotion

25
Q

Which sales promotion uses sales promotion tools to generate business leads, stimulate purchases, reward customers, motivate salespeople’s (ex. Conventions & trade shows)

A

Business Promotion

26
Q

Online marketing; social media marketing; mobile marketing (web sites, online advertising, email, online videos, blogs)

A

Digital & social media marketing

27
Q

Don’t need

A

Don’t need

28
Q

Connecting directly with carefully targeted segments or individual consumers on a one-to-one, interactive basis (ex. Telemarketing, direct mail marketing, catalog marketing, direct-response TV marketing, kiosk marketing, online marketing, face to face selling)

A

Direct marketing

29
Q

What are the benefits of direct marketing?

A

(Buyers): convenient, easy, access, immediacy, interactive, individualization, socializing
(Sellers): builds customer relationships; low cost, efficient, fast; individualized, customized; extended reach; brand engagement; shortens response time

30
Q

Using digital marketing tools to engage consumers anywhere, anytime via their digital devices

A

Digital Marketing

31
Q

Using both traditional and digital marketing channels

A

Multichannel marketing

32
Q

Dot-coms, operate only online, no brick-and-mortar market presence (ex. Amazon)

A

Click-only companies

33
Q

Traditional brick-and-mortar companies that have added online marketing to their operations (ex. Best Buy)

A

Click-and-mortar companies

34
Q

What are the four forms of digital marketing?

A
  1. Content Marketing
  2. Paid Search
  3. Organic Search
  4. Display/Banner ads
35
Q

Which digital marketing metric involves the audience and audience growth rate?

A

Reach

36
Q

Which digital marketing metric involves average engagement rate and amplification rate (shares per post)

A

Engagement

37
Q

Which digital marketing metric involves click through rate (CTR) (clicks your ad receives) and bounce rate (enter site then leave)?

A

Acquisition

38
Q

Which digital marketing metric involves conversion rate (sales/visitors)?

A

Conversion

39
Q

Advertising that appears while consumers are browsing online

A

Online advertising

40
Q

Sending highly targeted, highly personalized, relationship-building marketing messages via email (spam: unsolicited, unwanted commercial email messages

A

Email Marketing

41
Q

Videos, ads, and other marketing content that customers seek out or pass along to friends

A

Viral marketing

42
Q

Online journals of narrowly defined topics where people and companies post their thoughts and other content

A

Blogs & other online forums

43
Q

What are the benefits and limitations to using blogs and other online forums for marketing?

A

(Benefits): offers a fresh, original, personal, and inexpensive way to enter into consumer online conversations
(Limitations): consumer-controlled medium

44
Q

Independent and commercial online communities where people congregate, socialize, and exchange views and information (customers can have dialogue with brands)

A

Social media

45
Q

What are the 4 E’s of social media marketing?

A
  • Excite
  • Educate
  • Experience
  • Engage
46
Q

What are the key issues in digital marketing?

A
  • excesses may offend (spam)
  • digital fraud and phishing
  • security concerns and malware
  • privacy

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