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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 |
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| Comprised of people who are employees of the selling company and are engaged in the selling process |
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| 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 |
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| A sales person whose primary responsibilities are identify potential customers and engaging those customers in discussions to attempt to make a sale |
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| A sales person whose primary responsibility is to process routine orders or reorders or rebuys for products |
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| Employees who enhance and help with firm's overall selling effort, such as by responding to the customers technical questions or facilitating repairs |
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Definition
Combination of one or more promotional elements
-Goal is to integrate marketing communications |
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| Factors affecting promotional mix decision |
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Definition
| Target audience, stage of product life cycle, product characteristics, buyer decision stage, distribution channel strategy |
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Definition
Publicity to potential customers
Advertise to stimulate primary demand
Personal selling to channel members
-To Inform |
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Definition
Advertise to differentiate brand
Personal selling to channel members
-To persuade |
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Definition
Reminder Advertising
Sales Promotion
-SOme effort is made here to encourage switching
-To Remind |
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Definition
Not much money is usually spent on promotion
Limited sales promotion |
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Definition
| Complexity, Purchase Risk |
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| Technical sophistication of product (information required to understand it) |
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Definition
| Financial, social, physical (Hair Transplant) |
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Term
| The higher the complexity and purchase risk |
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Definition
| the greater the need for personal selling as opposed to advertising |
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Term
| Stages of Buying Decisions |
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Definition
| PrePurchase, Purchase, PostPurchase |
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Term
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Definition
| Advertising to inform, Sales promotion to induce trial |
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| Personal selling to close sale, Sales Promotion (Coupons, pop displays) |
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Definition
| Personal selling and advertising to reduce anxiety |
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Definition
Personal Selling (To inform/gain support)
Sales promotion (Contests to motivate, discount allowance to support channel effort)
-Target channel Members |
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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 |
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Term
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Definition
| Selective attention, Selective distortion, Selective retention |
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Term
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Definition
| When an ad that you aren't interested in comes on, you change the channel |
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Definition
Examples
Pig Commercial- gieco
Skittles
Go daddy |
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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 |
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Term
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Definition
| Locating and qualifying prospects |
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Term
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| Obtaining interview. Planning: determining sales call objective, developing customer profile, customer benefit program, and sales presentation strategies |
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| Meeting prospect and beginning customized sales presentation |
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| Further uncovering benefits to needs using demonstration, dramatization, visuals and proof statements |
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| Asking prospects opinions during and after presentation |
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| Satifactorily answering objections |
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| Bringing prospect to the logical conclusion to buy |
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| serving customer after the sale |
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Term
| List of Important steps in the customer relationship selling process |
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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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