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Chapter 17

Personal Selling and Sales Promotion

TermDefinition
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 askes the prospect to buy the product
support personnel sales staff members who facilitate selling but usually are not involved solely with making sales
customer success manager (CSM) provides proactive support to customers to help customer value realization over time
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 effort
straight commission compensation plan paying salespeople according to the amount of their sales in a given 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 resellers or salespeople to sell a product or consumers to buy it
consumer-sales-promotion methods sales-promotion techniques that encourage consumers to patronize specific stores to try particular products
coupons written price reductions used to encourage consumers to buy a specific product
cents-off offers promotions that allow buyers to pay less than the regular price to encourage purchase
money refunds sales-promotion techniques that offer consumers a specified amount of money when they mail in a proof of purchase, usually for multiple product purchases
rebates sales-promotion techniques in which a consumer receives a specified 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
demonstrations sales-promotion methods a manufacturer uses temporarily to encourage trial use and purchase of a product or to show how a product works
free samples samples of a product given out to encourage trial and purchase
premiums items offered free or at a minimal cost as a bonus for purchasing a product
consumer contest 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 method 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 purchasing specified quantities of a product
buy-back allowance a sum of money given to a reseller for each unit bought after an initial promotional deal is over
scan-back allowance a manufacturer's reward to retailers based on the number of pieces 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 listings advertisements that promote a product and identify the names of participating retailers that sell the product
free merchandise a manufacturer's reward given to resellers that purchase a stated 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
Created by: hallie999
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