Help
Options
Didn't know it?
click below
click below
Knew it?
click below
click below
Don't Know
Remaining cards (0)
Know
retry
shuffle
restart
0:00
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
Chapter 17
Personal Selling and Sales Promotion
| 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 | 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
Popular Marketing sets