Quiz 4 Flashcards
Two way communication where the consumer and company is equal is called…
Dyadic Communication
‘Reacts to buyer requirements and demands’ is what type of selling?
Responsive selling
‘Provides information to an individual who influences a purchase decision (indirect sales technique)’ is what type of selling?
Missionary selling
‘Taking orders and setting up displays’ is what type of selling?
Trade selling
‘Using well planned strategies that creates demand for products’ is what type of selling?
Creative selling
‘building rapport, focusing less on features, selling the outcome rather than the tool to achieve it eg selling convenience over printing quality’ is what type of selling?
Consultative selling
The presentation approach where the customer says what they want > seeks innovative problem solving is called…
Need satisfaction
What has made relationship marketing increasingly important?
- Increase competition
- Differentiation of product
- More demanding consumers
What is Relationship marketing?
Enhancing value-laden relationships
What are the three main levels of CRM (customer relationship management)?
Initiation
Enhancement
Maintenance
What does CRM do?
It maximises the customers total life-time value
What are Short term and long term perspectives of CRM
Short term: Feedback and gathering information
Long Term: Build relationships with the aim of making them long-term
What are the three main findings of the Guanxi video
- Relationships are key
- Important to keep a straight face, don’t get angry or show emotion “mianzi”
- Don’t expect a quick win
What is “mianzi”
Keeping face, not showing anger
What 4 points is personal selling based on?
- Type of market
- Type of product
- Distribution channels
- Costs
