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ch13 PS & Promo
Principles of Marketing
| Question | Answer |
|---|---|
| personal selling | personal presentations by the firm's sales force for the purose of engaging customers, making sales and building customer relationships |
| salesperson | an indiv who represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, info gathering, and relationship building |
| sales force management | analyzing, planning, implementing, and controlling sales force activities |
| territorial sales force structure | a sales force org that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line |
| product sales force structure | sales force org in which salespeople specialize in selling only a portion of the company's products or lines |
| customer (or market) sales force structure | sales force org in which salespeople specialize in selling only to certain customers or industries |
| outside sales force (or field sales force) | salespeople who travel to call on customers in the field |
| inside sales force | salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers |
| team selling | using teams of people from sales, marketing, engineering, finance, tech support, and even upper management to service large, complex accounts |
| sales quota | a standard that states the amount a salesperson should sell and how sales should be divided among the company's products |
| social selling | using online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance |
| selling process | the steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up |
| prospecting | the sales step in which a salesperson or company identifies qualified potential customers |
| preapproach | the sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call |
| approach | the sales step in which a salesperson meets the customer for the first time |
| presentation | the sales step in which a salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems |
| handling objections | the sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying |
| closing | the sales step in which a salesperson asks the customer for an order |
| follow-up | the sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business |
| sales promotion | short-term incentives to encourage the purchase or sale of a product or a service |
| customer promotions | sales promo tools used to boost short-term customer buying and engagement or enhance long-term customer relationships |
| event marketing (or event sponsorships) | creating a brand-marketing event or serving as a whole or participating sponsor of events created by others |
| trade promotions | sales promotions tools used to persuade resellers to carry a brand, give it a shelf space, and promote it in advertising |
| business promotions | sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople |
| 6 steps in sales force mgmt | designing strategy and structure; recruiting and selecting salesppl; training; compensating; supervising and motivating; evaluating salesppl |
Created by:
mpal