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Marketing 3000 Chapter 18
LO 4
36
Marketing
Undergraduate 3
04/28/2012

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Term
Sales Management
Definition
Involves planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force
Term
Company Sales Force
Definition
Comprised of people who are employees of the selling company and are engaged in the selling process
Term
Independent Agents
Definition
Sales people who sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer; also known as manufacturer's representatives or reps
Term
Order Getter
Definition
A sales person whose primary responsibilities are identify potential customers and engaging those customers in discussions to attempt to make a sale
Term
Order Taker
Definition
A sales person whose primary responsibility is to process routine orders or reorders or rebuys for products
Term
Sales Support Personnel
Definition
Employees who enhance and help with firm's overall selling effort, such as by responding to the customers technical questions or facilitating repairs
Term
Promotional Mix
Definition
Combination of one or more promotional elements
-Goal is to integrate marketing communications
Term
Factors affecting promotional mix decision
Definition
Target audience, stage of product life cycle, product characteristics, buyer decision stage, distribution channel strategy
Term
Introduction
Definition
Publicity to potential customers
Advertise to stimulate primary demand
Personal selling to channel members
-To Inform
Term
Growth
Definition
Advertise to differentiate brand
Personal selling to channel members
-To persuade
Term
Maturity
Definition
Reminder Advertising
Sales Promotion
-SOme effort is made here to encourage switching
-To Remind
Term
Decline
Definition
Not much money is usually spent on promotion
Limited sales promotion
Term
Product Characteristics
Definition
Complexity, Purchase Risk
Term
Complexity
Definition
Technical sophistication of product (information required to understand it)
Term
Purchase Risk
Definition
Financial, social, physical (Hair Transplant)
Term
The higher the complexity and purchase risk
Definition
the greater the need for personal selling as opposed to advertising
Term
Stages of Buying Decisions
Definition
PrePurchase, Purchase, PostPurchase
Term
PrePurchase
Definition
Advertising to inform, Sales promotion to induce trial
Term
Purchase
Definition
Personal selling to close sale, Sales Promotion (Coupons, pop displays)
Term
PostPurchase
Definition
Personal selling and advertising to reduce anxiety
Term
Push Strategy
Definition
Personal Selling (To inform/gain support)
Sales promotion (Contests to motivate, discount allowance to support channel effort)
-Target channel Members
Term
Pull Strategy
Definition
Advertising
Examples in conjunction
- Nicoderm "Ask your doctor...", intel inside
-Target consumer/end user
-There is a demand for the product so the customer seeks help to find the product
Term
Message Problems
Definition
Selective attention, Selective distortion, Selective retention
Term
Selective attention
Definition
When an ad that you aren't interested in comes on, you change the channel
Term
Selective Distortion
Definition
Examples
Pig Commercial- gieco
Skittles
Go daddy
Term
Drop ins
Definition
Example:
Excedrin: This is the last slide of the day brought to you buy Excedrin
Sports broadcasting:
Hot pitch of the day brought to you by the new Hardees Hot n' Spicy Chicken sandwich
Term
Prospecting
Definition
Locating and qualifying prospects
Term
Preapproach
Definition
Obtaining interview. Planning: determining sales call objective, developing customer profile, customer benefit program, and sales presentation strategies
Term
Approach
Definition
Meeting prospect and beginning customized sales presentation
Term
Presentation
Definition
Further uncovering benefits to needs using demonstration, dramatization, visuals and proof statements
Term
Trial Close
Definition
Asking prospects opinions during and after presentation
Term
Objections
Definition
Uncovering objections
Term
Meet objections
Definition
Satifactorily answering objections
Term
Close
Definition
Bringing prospect to the logical conclusion to buy
Term
Follow-up and service
Definition
serving customer after the sale
Term
List of Important steps in the customer relationship selling process
Definition
1. Prospecting
2. Preapproach
3. Approach
4. Presentation
5. Trial Close
6. Objection
7. Meet Objection
8. Trial Close
9. Close
10. Follow-up and Service
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