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Marketing Chapter 19
| Term | Definition |
|---|---|
| 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 | |
| closing | The stage in the personal selling process when the salesperson asks the prospect to buy the product |
| order getter | A salesperson who sells to new customers and increases sales to current customers |
| order takers | |
| support personnel | |
| missionary salespeople | |
| 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 | |
| straight salary compensation plan | |
| straight commission compensation plan | |
| combination compensation plan | |
| sales promotion | |
| consumer sales promotion methods | |
| coupons | |
| cents-off offer | |
| money refund | |
| rebate | |
| point-of-purchase (POP) materials | Signs, window displays, display racks, and similar devices used to attract customers |
| demonstration | A sales promotion method a manufacturer uses temporarily to encourage trial use and purchase of a product or to show how a product works |
| free sample | |
| premium | |
| consumer contests | |
| consumer games | |
| consumer sweepstakes | |
| trade sales promotion methods | |
| buying allowance | |
| buy-back allowance | |
| 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 listing | An advertisement that promotes a product and identifies 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 |
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lilready44
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