Shared Flashcard Set

Details

MAR4412
Exam 1
26
Marketing
Undergraduate 4
09/23/2009

Additional Marketing Flashcards

 


 

Cards

Term
Communication
Definition
The intentional/unintentional, conscious/unconscious conveyance of meaningful concepts through the use of one or more channels of conveyance.
Term
3/3/3
Definition

E:

  • Do look directly at prospect
  • Don't look down or away
  • Don't exhibit shifty eyes

G:

  • Do make gestures that appear spontaneous, unrehearsed and relaxed
  • Don't smile out of context
  • Don't fidget or tug at clothing

 

P:

  • Do walk confidently
  • Don't appear tense or rigid
  • Don't communicate with crossed arms

Term

Eyes

 

Definition

 

E:

  • Do look directly at prospect
  • Don't look down or away
  • Don't exhibit shifty eyes

 

 

Term
Clothing Guidelines
Definition

Wear clothing which is appropriate to the situation.

Wear clothing which is appropriate to you.

Pay attention to your accessories.

Term
Vocal Guidelines
Definition

Maintain a conversational speaking rate of 125-150 word per minute.

 

Use pauses appropriately.

 

Vary volume, pitch, and rate of speech.

 

Pay attention to other vocal qualities.

Term
6 Axioms of Communication
Definition

 

  1. One cannot not communicate. 24/7
  2. Simultaneously stimulus, response, and reinforcement.
  3. Relationship affects the meaning and interpretation of content.
  4. Verbal: Formal structure/language/rules. Superior for content, less satisfactory for relationship. Nonverbal: No such... less satisfactory for content, superior for relationship.
  5. Relationship can be on the same or different levels of power and assertiveness, which may shift abruptly.
  6. People are continuously redefining the nature of their relationship, especially trust, respect, and closeness.

 

 

Term
Salesmanship
Definition

S: conscious attempt to achieve ones objectives by persuading others to act in a manner conducive to the attainment of those objectives

Term

Buying Behavorial Styles

 

 

Analytic

Definition

Pace: Slow

Priority: Tasks

 

 

Structured, organized, and functional

Facts and data: Wants specific, minute details.

Have all the facts and be sure they're right.

Term

Buying Behavioral Styles

 

Driver

Definition

Pace: Fast

Priority: Tasks

Term

Buying Behavioral Styles

 

Expressive

Definition

Pace: Fast

Priority: Relationships

Term

Buying Behavioral Styles

 

Amiable

Definition

Pace: Slow

Priority: Relationships

Term

Buying Influences

 

Technical

Definition

Role: to screen out

focus: product per se

asks: does it meet specs?

Term
Features/Benefits
Definition

Features: Facts about the product. service, system, terms, etc.

 

Benefits: What the feature means to the prospect and their company.

 

Every time you mention a feature, translate it into a benefit and personalize the benefit.

Term
Gestures
Definition

G:

Do make gestures that appear spontaneous, unrehearsed, and relaxed.

Don't smile out of context.

Don't fidget or tug.

Term
Posture
Definition

P:

Do walk confidently.

Don't appear tense or rigid.

Don't communicate with crossed arms.

Term
Axiom 1
Definition
One cannot not communicate. It's 24/7.
Term
Axiom 2
Definition
Simultaneously stimulus, response, and reinforcement.
Term
Axiom 3
Definition
Relationship affects the meaning and interpretation of content.
Term
Axiom 4
Definition

Verbal: Formal structure/language/rules. Superior for content, less satisfactory for relationships.

Nonverbal: No such... Less satisfactory for content, superior for relationship.

Term
Axiom 5
Definition

Relationship can be on the same or different levels of power and assertiveness, which may shift abruptly.

 

Term
Axiom 6
Definition
People are continuously redefining the nature of their relationship, especially trust, respect, and closeness.
Term

Buying Influences

 

Economic

Definition

Role: final approval, releases dollars, veto power

Focus: bottom line and impact on t.o.

Asks: roi

Term

Buying Influences

 

User

 

Definition

Role: make judgements on impact of job performance

Focus: job to be done

Asks: how will it work for me?

Term

Buying Influences

 

Coach

Definition

Role: gives you direction

focus: your success w/ proposal

asks: how can we pull this off?

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