Marketing Principles Chapter 13 Study Guide Export Flashcards
How can management boost sales force morale and performance?
through organizational climate,sales quotas,positive incentives
What are Sales promotion program design critical decisions?
-Determine the size of the incentive
– Set conditions for participation
– Determine how to promote and distributethe promotion program
– Set the length of the promotion
– Evaluate the promotion
What are Business Promotion Tools?
-Conventions and trade shows
– Sales contests
What are trade promotional tools?
-Contests, premiums, and displays
– Discounts and allowances
– Free goods
– Push money
– Specialty advertising items
How are Trade Promotions used
Used to persuade resellers to carry a brand, give it shelf space, and promote it in ads
Event marketing(or event sponsorships)
Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others
Contests, sweepstakes,and games give consumers
the chance to win something
Point-of-purchase (POP) promotions
Displays and demonstrations that take place at the point of sale
Advertising Specialties
articles imprinted with an advertiser’s name, logo, or message that are given as gifts to consumers
Premiums
Goods offered either free or at low cost as an incentive to buy a product
Price packs (cents-off deals)
Offers consumers savings off the regular price of a product
Rebates (cash refunds)
Price reduction occurs after the purchase when the Customer sends proof of purchase to the manufacturer which then refunds part of the purchase price by mail
What are Benefits of Samples?
Most effective and expensive
Business promotions fill their objectives by
generating business leads, stimulate purchases, reward customers, and motivate salespeople
How do Trade promotions fill their objectives?
To get retailers to carry new items and inventory, buy ahead, or promote the company’s products and give them more shelf space
How do Consumer Promotions fill their objectives?
To urge short-term customer buying or boost customer-brand engagement
What Sales promotion targets Members of the sales force?
Sales force promotions
What Sales promotion targets Business customers?
Business promotions
What Sales promotion targets Retailers and wholesalers?
Trade promotions
What Sales promotion targets Final buyers?
Consumer promotions
What encourages the purchase or sale of a product or a service?
Short-term incentives
What approach does value selling require?
Listening to customers,Understanding customers’ needs,Coordinating the company’s efforts to create lasting relationships based on customer value
What is Value Selling?
demonstrating and delivering superior customer value that is fair for both the customer and the company
What are the steps in the selling process?
Prospect and Qualifying, Preapproach, Approach, Presentation and Demonstration, Handling Objections, Closing, Follow-Up
What are objective ways management can gain insight on their on their salespeople?
personal observation, customer survey, talks with other salespeople
What are observational ways management can gain insight on their salespeople?
monitoring sales and profit performance data in salesperson terrority
What are quantitative ways management can gain insight on their sales people?
sales,calls, and expense reports
How can management boost sales force morale and performance?
through organizational climate,sales quotas,positive incentive
What is the goal in supervising salespeople and what tools are used for it to carry out that goal?
Helps salespeople work smarter through a call plan, time and duty analysis, sales force automation system
What are elements of compensation?
Fixed amount—salary, Variable amount—commissions or bonuses
Online Training Builds Sales Skills Through
Videos,Online Exercises,Simulations,Virtual Instructor Training
The goals of training is to teach salespeopleabout?
Different types of customers,How to sell effectively,The company’s objectives, organization, products, and the strategies of competitors
Servicial Sources For The Recruitment Of Salespeople
Employment agencies, College placement services
Digital Sources For The Recruitment Of Salespeople
Internet and Social Media, Posting Ads and Notices
Occupational Sources For The Recruitment of Salespeople
Referrals from current salespeople, Salespeople at other companies
Teams Selling
Teams of people from different departments used to service large, complex accounts
What is derived from inside salesforce?
Technical sales support people,Sales assistants,Telemarketers and online seller
What does Inside Sales Force do?
Conducts business from their offices via telephone, the Internet, or visits from prospective buyers
Outside sales force (field sales force)
Travels to call on customers in the field
What methods do companies use based on the workload approach to set sales force size?
classes based on size, status, or the amount of effort required to maintain the account, number of salespeople needed to call on each class of accounts is then determined
What does salesforce size range from?
only a few to thousands
Salespeople can be specialized by
Customer and territory,Product and territory,Product and customer,Territory, product, and customer
Types Of Sales Force Structure
Territorial,Product,Customer/Market
What are the major steps in sales force management involving salespeople?
Designing sales strategy and structure, recruiting and selecting, training, compensating, supervising, evaluating
What’s The Role Of The Sales Forces
Links the company with its customers,Marketing and Sales
What aspects are involved within personal selling?
Prospecting and Communicating, Selling and Servicing, Gathering Information and Building Relationships
Personal Selling
Personal presentations by a sales force to engage customers, make sales, and build customer relationships
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