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Marketing Ch17
Personal Selling and Sales Promotion
| Question | Answer |
|---|---|
| Personal Selling | Interpersonal influence process involving a seller's promotion presentation conducted on a person to person basis with the buyer |
| Over-the-Counter Selling | Personal selling conducted in retail and some wholesale locations in which customers come to the sellers place of business |
| Field Selling | Sales presentation made at prospective customers' location on a face-to-face basis |
| Network marketing | personal selling relies on lists of family members and friends of the salesperson or "party host", who organizes a fathering of potential customers for an in-home demonstration or products |
| Telemarketing | a channel in which the selling process is conducted by phone, serves two general purposes- sales and services- and both markets (B2C, B2B) |
| Inbound Telemarketing | involves a toll free number that customers can call to obtain information, make reservations, and purchase goods and services |
| Outbound telemarketing | involves sales personel who rely on the telephone to contact potential buyers, reducing the substantial cost of personal visits to customers' homes or businesses |
| Inside Selling | selling by phone, mail and electronic commerce |
| Relationship selling | regular contacts between sales representatives and customers over an extended period to establish a sustained buyer relationship |
| Consultative selling | Meeting customer needs by listening to them, understanding their problems, paying attention to details and following through after the sale |
| Cross-selling | offering multiple goods or services to the same customer |
| Team selling | selling situation in which weveral sales associates or other members of the organization are employed to help the lead sales representative reach all those who influence the purchase decision |
| Virtual Sales team | a network of strategic partners, suppliers and other qualified and willing to recommend a firm's goods or services |
| Order Processing | selling, mostly at the wholesale and retail levels, that involves identifying customer needs, pointing them out to customers, and completing orders |
| Creative Selling | Personal selling in which a considerable degree of analytical degree of analytical deccision making on the buyers part results in the need for skillful proposals of solutions for the customer's needs |
| missionary selling | indirect selling method in which salespeople promote goodwill for the firm by educating customers and providing technical or operational assistance |
| AIDA Concept and the Personal Selling Process | Prospecting and qualifying, Approach, Presentation, Demonstration, Handling objection, Closing, Follow-up |
| Prospecting | the process of identifying potential customers |
| Qualifying | determining that the prospect really is a potential customer |
| Approach | your initial contact with the prospective customer |
| Precall Planning | Who am i approaching, what are their jobs in the company, what is their level of knowledge, what do they want or need, etc |
| Presenatation | convey your marketing message to the potential customer. describe features, point out strengths, cite customer success |
| Cold Calling | the approach and presentation take place at the same time. calling or visiting without a prior appointment |
| Demonstration | the buyer gets a chance to try the product or at least see how it works |
| closing | point at which the salesperson asks the prospect for an order |
| Follow-up | determining whether the customer will be a repeat customer |
| recruitment and selection of Sales Person | oppurtunity for advancement, potential for high earnings, personal satisfaction, job-security, independence and variety |
| National accounts organization | this format strengthens a firm's relationship with its largest customers by assigning senior sales personnel or sales teams to major accounts. |
| Span of control | helps provide some general guidelines for supervision |
| Expectancy theory | a theory applied to sales force motivation that states that motivation depends on the expectations an individual has of his or her ability to perform on the job |
| Commision | payment tied directly to the sales or profits a salesperson achieves |
| Salary | is a fixed payment made periodically to an employee |
| Sales Quotas | specified sales or profit targets that the firm expects salespersons to achieve |
| Sales Promotion | includes marketing activities other than personal selling, advertisement, and publicity designed to enhance consumer purchasing and dealer effectiveness |
| Coupons | offer discounts on the purchase price of goods and services |
| Refunds | offer cash back to consumers who send in proof of purchase |
| Sampling | refers to the free distribution of a product in an attempt to obtain future sales |
| Bonus Pack | is a specially packaged item that gives the purchaser a larger quantity at the regular price |
| Premiums | are items given free or at reduced cost with purchases of other products |
| Contents | require entrants to complete a task such as solving a puzzle or answering questions in a trivia quiz, and they may also require proofs of purchase |
| Sweepstakes | on the other hand, choose winners by change, so no product purchase is necessary |
| Specialty Advertising | is a sales promotion technique that places the advertisers name, address and advertising message on useful articles that are then distributed to target consumers |
| Trade promotion | is a sales promotion that appeals to marketing intermediaries rather than to final consumers |
| Trade allowances | special financial incentives offered to wholesalers and retailers that purchase or promote specific products |
| Point-of-Purchase (POP) advertising | a display or other promotion located near the side of the actual buying decision |
| Trade shows | shows organized by industry associations; frequently they are part of these associations annual meetings or convention |
| Push money | which retailers commonly refer to as spiffs- is another incentive that gives retail salespersons cash rewards for every unit of product they sell |
Created by:
brycoward@gmail.com
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