Term
|
Definition
| Set of business activities that add value to products and services sold to consumers for their personal use; includes products bought from stores, catalogs, and the internet and services like fast-food restaurants, airlines, and hotels. |
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Term
|
Definition
| Firms engaged in buying, taking, storing, and physically handling goods in large quantities, then reselling ( in smaller quantities) to retailers or users. |
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Term
| What is one view of how retail institutions may evolve? |
|
Definition
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|
Term
| How does the big middle chart work? |
|
Definition
| the big middle refers to that part of the market in which the most successful retailers compete because the biggest potential customer base resides there. great new retailers start out with an innovative format or products, offer a low price. Firms can also be in trouble. having low prices or innovativness can get you in the big middle, but it is a dangerous place to be. |
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Term
| to maintain their positions in the big middle, retailers must understand.. |
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Definition
| their strength and weaknesses, continually keep an eye on their target segments and competition, and do anything and everything they can to retain loyal customers. |
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Term
| What are to factors that explain the dramatic shift that prioritizes value? |
|
Definition
1.) consumers have fundamentally changed their reference points for both price and quality, such that they have been trained to expect significantly lower prices from many retailers.
2.) peoples lifestyles have become more casual.
3.) low price retailers have upped their game and offered services that rival upscale competitors. |
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Term
| how do retailers create value for the product? |
|
Definition
| reduce transportation costs and handling, performing the storage function, develop new brands. |
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Term
| What are private label store brands. |
|
Definition
| brands developed and marketed by a retailer and available only from that retailer. |
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Term
| How does price add value? |
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Definition
| price helps define the value of both the merchandise and the service, and the general price range of a particular store helps define its image. |
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Term
| retailers know that good promotion, both within their retail enviroments and throughout the mass media... |
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Definition
| can mean the difference between flat sales and a growing consumer base. |
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Term
| what are other ways retailers can add value via promotion? |
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Definition
| by offering pricing promotions, coupons, rebates, in store discounts, etc. Also the music, color, scent, and crowding can also affect the shopping experience. the way the store is set up is very important. |
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Term
| What is meant by share of wallet? |
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Definition
| percentage of the customer's purchase made from a particular retailer |
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Term
| how do firms offer value via place. |
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Definition
|
|
Term
| what is meant by a bricks and mortar retailer? |
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Definition
| a traditional, physical store. |
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Term
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Definition
| geographical area that contains the potential customers of a particular retailer or shopping center. |
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Term
| what are multichannel retailers? |
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Definition
| retailers that sell merchandise in more than one retail channel ( store catalog, internet) |
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Term
| what can multichannel retailers achieve? |
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Definition
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|
Term
| what are the three major categories of e-retailers. |
|
Definition
| internet niche, large internet - only, and traditional retailers with internet offerings. |
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Term
| what are internet helpers? |
|
Definition
| product category, access to information, accessibility, and convenience. |
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Term
| what are internet hinderers? |
|
Definition
| lack of trial, interpersonal trust, instant gratification, loss of privacy and security, lack of in store shopping experience, high shipping and handling costs. |
|
|
Term
| What are the types of retailers? |
|
Definition
| foods retailers, general merchandise retailers, |
|
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Term
| what is a conventional supermarket? |
|
Definition
| retailer that offers groceries, meat, and produce with limited sales of nonfood items and general merchandise in a self service format. |
|
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Term
| What is a big box retailer? |
|
Definition
| carries both food and non food items in three types: super center, hypermarket, and warehouse club, larger than conventional supermarket. |
|
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Term
| what is a convenience store? |
|
Definition
| retailer that provides a limited number of items at a convenient location in small store with speedy checkout. |
|
|
Term
| what is a general merchandise retailer? |
|
Definition
| may be a discount, specialty, department, or drug store; category speciaalist; off-price or extreme value retailer; often sells through multiple channels, such as the internet and catalogs. |
|
|
Term
| what is a discount store? |
|
Definition
| retailer that offers a broad variety of merchandise, limited service, and low prices. |
|
|
Term
| what is a specialty store? |
|
Definition
| retailer that concentrates on a limited number of complementary merchandise categories in a relatively small store. |
|
|
Term
| what is a category specialist? |
|
Definition
| retailer that offers a narrow variety but deep assortment of merchandise. |
|
|
Term
| What is a category killer? |
|
Definition
| specialist that offers an extensive assortment in a category so other retailers have difficulty competing |
|
|
Term
| what is a department store? |
|
Definition
| retailer that carries a broad variety and deep assortment; offers some customer service; is organized into separate departments to display its merchandise. |
|
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Term
|
Definition
| specialty store that concentrates on health and personal grooming merchandise; pharmaceuticals may represent more than 60 percent of sales. |
|
|
Term
| what is an off price retailer? |
|
Definition
| retailer that offers an in consistent assortment of merchandise at relatively low prices. |
|
|
Term
| what is an extreme value retailer? |
|
Definition
| general merchandise discount store found in lower-income urban or rural areas. |
|
|
Term
| What is integrated marketing communications? |
|
Definition
| promotion dimension of the 4 p's; encompasses various communication media in combination to provide clarity, consistency, and maximum impact. |
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Term
|
Definition
| firm that originates the IMC message; must be clearly identified to the intended audience. |
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Term
|
Definition
| agent or intermediary that helps sender develop marketing communications; for example, firm's creative department or advertising agency. |
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|
Term
| what are the three elements in any IMC strategy? |
|
Definition
| the customer, the channels through which the message is communicated, and the evaluation of the results of the communication. |
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Term
|
Definition
| process of converting sender's ideas into a message, which can be verbal, visual, or both. |
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|
Term
| what is a communication channel? |
|
Definition
| the medium- print, broadcast, internet- that carries a message. |
|
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Term
|
Definition
| person who reads, hears, or sees and processes information contained in a message or advertisement. |
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Term
|
Definition
| process by which receiver interprets sender's message. |
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Term
|
Definition
| any interference that stems from competing messages, lack of message clarity; or flaw in the medium; a problem for all communication channels. |
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Term
|
Definition
| Allows receiver to communicate with sender and thereby informs sender whether the message was received and decoded properly. |
|
|
Term
| what is true about how consumers perceive communication? |
|
Definition
| receivers decode messages differently, and senders adjust messages according to the medium and receivers' traits. |
|
|
Term
|
Definition
| common model of the series of mental stages consumers encounter because of marketing communications: Awarness to Interests to Desire to Action. |
|
|
Term
| What is the lagged effect? |
|
Definition
| delayed response to a marketing communication campaign. |
|
|
Term
| for any communications campaign to succeed, the firm must ... |
|
Definition
| deliver the right message to the right audience through the right media. |
|
|
Term
|
Definition
| A paid form of communication from an identifiable source, delivered through a communication channel, designed to persuade the receiver to take some action, now or in the future. |
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|
Term
| What is personal selling? |
|
Definition
| two way flow of communication between buyer and seller designed to influence the buyer's purchase decision. |
|
|
Term
| What are sales promotions? |
|
Definition
| special incentives of excitement-building programs that encourage purchase, such as coupons, rebates, contests, free samples, and point of purchase displays. |
|
|
Term
| what is direct marketing? |
|
Definition
| sales and promotional techniques that deliver promotional materials individually to potential customers. |
|
|
Term
| what is public relations? |
|
Definition
| organizational function that manages a firm's communications to build and mantain a positive image, address unfavorable events, or promote positive media relationships. |
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|
Term
| Unlike mass media, which communicate to a wide audience, direct marketing... |
|
Definition
| allows for personalization of the message, a key advantage. |
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|
Term
| Public relations activities support the other promotional efforts by the firm by generating what? |
|
Definition
|
|
Term
| What is cause - related marketing? |
|
Definition
| commercial activity in which businesses and charities partner to market an image, product, or service for their mutual benefit; a type of promotional campaign. |
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|
Term
| What is event sponsorship? |
|
Definition
| popular PR tool; corporations support various activities ( financially or otherwise) usually in cultural or sports and entertainment sectors. |
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Term
|
Definition
| web page with periodic posts; corporate blogs are a new form of marketing communications. |
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|
Term
| what can be damaging to an advertising campaign? |
|
Definition
| insincere postings or fake blogs that are actually disguised as advertising campaigns. |
|
|
Term
| What is one way to reach younger consumers? |
|
Definition
| through the use of online games or text messaging. |
|
|
Term
| What is objective and task method? |
|
Definition
| IMC budgeting method that determines cost required to undertake tasks to accomplish communication objectives; setting objectives, choosing media, and determining costs. |
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Term
| What is rule of thumb methods |
|
Definition
| budgeting methods that base IMC budget on firms share of the market, a fixed percentage of forecasted sales, or what remains after budgeting operating costs and forecasted sales. |
|
|
Term
|
Definition
| measure of how often an audience is exposed to a communication within a specified period of time. |
|
|
Term
|
Definition
| measure of consumers' exposure to marketing communications; percentage of the target population exposed to a marketing communication at least once. |
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|
Term
| What are the three rule of thumb methods. |
|
Definition
1.) competitive parity
2.) percentage of sales
3.) affordable budgeting. |
|
|
Term
| what is gross rating points? |
|
Definition
| measure used for various media advertising; equals reach x frequency. |
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|
Term
| what is web tracking software |
|
Definition
| assesses how much time viewers spend on a particular web pages and the number of pages they view. |
|
|
Term
| what is click through tracking? |
|
Definition
| measure of how many times users click on banner advertising on web sites. |
|
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Term
|
Definition
| promotional web technique in which consumers print a coupon and then redeem it in a store. |
|
|
Term
|
Definition
| promotional web technique in which consumers fill out a form and are referred to an offline dealer that offers the product or service of interest. |
|
|
Term
| When measuring IMC success, the firm should examine... |
|
Definition
| when and how often consumers have been exposed to various marketing communications. specifically managers use measures of frequency and reach to gauge consumers exposure to marketing communications. |
|
|
Term
| what is commercial speech? |
|
Definition
| message with an economic motivation to promote a product or service, persuade someone to purchase and so on. |
|
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Term
| What is noncommercial speech? |
|
Definition
| message that does not have an economic motivation and therefore is fully protected under the first amendment. |
|
|
Term
| what is deceptive advertising? |
|
Definition
| representation, ommision, act, or practice that is likely to mislead consumers acting reasonably under the circumstances. |
|
|
Term
| what is stealth marketing? |
|
Definition
| strategy to attract consumers; promotional tactics deliver sales message unconventionally often without target audience knowing the message has selling intent. |
|
|
Term
|
Definition
| phenomenon that encourages people to pass along a marketing message to other potential consumers. |
|
|
Term
| is it deceptive to disguise the message sender in advertising? |
|
Definition
| it is an ethical dilemma, no correct answer. |
|
|
Term
|
Definition
| A paid form of communication from an identifiable source, delivered through a communication channel, designed to persuade the receiver to take some action, now or in the future. |
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|
Term
| How is advertising different from public relations? |
|
Definition
| advertising is not free; someone has paid to get the message shown. second advertising must be carried by some medium. third, the source of the source of the message must be known or knowable. fourth, advertising represents a persuasive form of communication, designed to get the customer to take some action. |
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|
Term
| What are some key facts about advertising? |
|
Definition
1.) advertising is everywhere
2.) to get you to remember their ad and the brand, advertisors need to get your attention.
3.) designing a successful advertising program requires much planning |
|
|
Term
| what is an advertising plan? |
|
Definition
| part of the firm's overall marketing plan outlining the objectives, methods, and success measures of an advertising campaign. |
|
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Term
|
Definition
| designed to get consumers to pull the product into the supply chain by demanding it. |
|
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Term
|
Definition
| designed to increase demand by motivating sellers to highlight the product, rather than competitors', and thereby push the product onto consumers. |
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|
Term
| What are the steps to planning an ad campaign? |
|
Definition
1.) identify target audience
2.) set advertising objectives
3.) determine the advertising budget
4.) convey the message
5.) evaluate and select media.
6.) create advertisements
7.) assess impact |
|
|
Term
| the success of an advertising program depends on what? |
|
Definition
| how well the advertiser can identify its target audience. firms must keep in mind that their target audience may or may not be the same as current users of the product. |
|
|
Term
| advertising campaign objectives are derived from the overall objectives of the marketing program and clarify the specific goals that the ads are designed to accomplish. true or false |
|
Definition
|
|
Term
| what objectives do advertising aim to achieve? |
|
Definition
| inform, persuade, and remind customers. |
|
|
Term
| what is informative advertising? |
|
Definition
| communication used to create and build brand awareness, with the ultimate goal of moving the consumers through the buying cycle to a purchase. |
|
|
Term
| what is persuasive advertising? |
|
Definition
| communication used to motivate consumers to take action. |
|
|
Term
| what is reminder advertising? |
|
Definition
| communication used to remind consumers of a product or prompt repurchases, especially for products in the maturity stage of their life cycle. |
|
|
Term
| what is top of the mind awareness? |
|
Definition
| prominent in people's memories; triggers a response without them having to think about it. |
|
|
Term
| what is a product focused advertisement? |
|
Definition
| inform persuade, or remind consumers about a specified product or service. |
|
|
Term
| what is institutional advertisements? |
|
Definition
| inform, persuade, and remind consumers about issues related to places, politics, industries, or particular corporations. |
|
|
Term
| what is primary demand advertising? |
|
Definition
| ads designed to generate demand for the product category or an entire industry. |
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|
Term
| What is selective demand advertising? |
|
Definition
| ads designed to generate demand for a specific brand, firm, or item. |
|
|
Term
| What is public service advertising? |
|
Definition
| advertising focused on public welfare; generally sponsored by non profit, civic, religious, trade, or political groups; form of social marketing. |
|
|
Term
| what is social marketing? |
|
Definition
| application of marketing principles to a social issue to induce attitudinal and behaviorial change. |
|
|
Term
| in later stages of the plc, what can persuasive advertising be used as? |
|
Definition
| reposition an established brand by persuading consumers to change their existing perceptions of the advertised product. |
|
|
Term
| What is selective demand? |
|
Definition
| demand for a specific brand? |
|
|
Term
| primary and selective demand can be: |
|
Definition
| product focused or institutional |
|
|
Term
| each campaigns objectives must be... |
|
Definition
|
|
Term
| Why is the advertiser's ability to understand the needs of the target market crucial? |
|
Definition
| it helps the firm determine which type of advertising and appeal to use. |
|
|
Term
| how do firms determine their advertising budget? |
|
Definition
1.) firms must consider the role that advertising plays in their attempt to meet their overall promotional objectives.
2.) advertising expenditures vary over the course of the PLC.
3.) the nature of the market and the product influence the size of advertising budgets. |
|
|
Term
| the nature of the market determines what? |
|
Definition
| the amount of money spent on advertising. |
|
|
Term
| in terms of conveying the message, what are the step the firm needs to take? |
|
Definition
1.) firm determines the key message it wants to communicate to the target audience.
2.) firm decides what appeal would most effectively convey the message. |
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|
Term
| the message provides what? |
|
Definition
| the target audience with reasons to reason in the desired way. easy way to start is tout the benefits of the product. the message should communicate its problem solving ability clearly and in a compelling fashion. |
|
|
Term
| what is a unique selling proposition ( USP ) |
|
Definition
| strategy of differentiating a product by communicating its unique attributes; often the common theme or slogan for the advertising campaign. |
|
|
Term
| What is informational appeal |
|
Definition
| promotion to help consumers make purchase decisions by offering factual info and strong arguments about relevant issues; encourage favorable evaluations based on key benefits. |
|
|
Term
| what is emotional appeal? |
|
Definition
| attempt to satisfy consumers emotional desires rather than utilarian needs. |
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|
Term
|
Definition
| process of evaluating and selecting the media mix that delivers a clear consistent, compelling message to the intended audience. |
|
|
Term
|
Definition
| combination of the media used and the frequency of advertising in each medium. |
|
|
Term
|
Definition
| actual purchase of air time or print pages. |
|
|
Term
|
Definition
| channels ideal for reaching large numbers of anonymous audience members, such as national newspapers, magazines, radio, and television. |
|
|
Term
|
Definition
| channels focused and used to reach narrow segments, often with unique demographic characteristics or interests. |
|
|
Term
| how do firms choose the right medium? |
|
Definition
| for each class of media, each alternative has specific characteristics that make it suitable for meeting specific objectives. |
|
|
Term
| how can advertisers determine how effective their media mix was in reaching the target audience? |
|
Definition
| by using the GRP ( reach x frequency) |
|
|
Term
| What is the advertising schedule? |
|
Definition
| specification of timing and duration of advertising. |
|
|
Term
| what is continuous advertising schedule? |
|
Definition
| ads run throughout the year; suited to products and services consumed at steady rates that require constant levels of persuasive or reminder advertising. |
|
|
Term
| what is flighting advertising schedule |
|
Definition
| advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising. |
|
|
Term
| what is pulsing advertising schedule? |
|
Definition
| combines continuous and flighting ad schedules maintains a base level of advertising but increases intensity during certain periods. |
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|
Term
| After the advertiser has decided on the message, the type of ad, and appeal, what is the next step? |
|
Definition
| creating the advertisment. during this step the message and appeal are translated creatively into words, pictures, colors, and/or music. often the execution style for the ad will dictate the type of medium used to deliver the message. |
|
|
Term
|
Definition
| assessments performed before an ad campaign; implemented to ensure that the various elements work in an integrated fashion and do what they are intended to do. |
|
|
Term
|
Definition
| monitoring key indicators, such as daily or weekly sales volume, while an advertisement runs to identify any problems with the message or medium. |
|
|
Term
|
Definition
| evaluation of an IMC campaigns impact after it has been implemented. |
|
|
Term
| why is measuring sales impact challenging? |
|
Definition
| the many influences other than advertising on consumers' choices, purchase behavior, and attitudes. |
|
|
Term
| what are some good indicators of advertising success. |
|
Definition
| sales volume, sales data, comparing to competitors. |
|
|
Term
| What are the primary federal agencies that regulate advertising activities? |
|
Definition
|
|
Term
|
Definition
| legal exxageration of praise, stopping just short of deception, lavished on a product. |
|
|
Term
| what are sales promotions |
|
Definition
| special incentives or excitement building programs that encourage purchase, such as coupons, rebated, contests, free samples, and point of purchase displays. |
|
|
Term
| if the marketer is employing a push strategy, when it targets consumers themselves, using a what kind of strategy |
|
Definition
|
|
Term
|
Definition
| stated discount on the final selling price of a specific item' retailers handle the discount |
|
|
Term
|
Definition
| short term price reduction, such as featured price, buy one get one free, can involve financing arrangement, such as reduced interest rates or extended repayment. |
|
|
Term
|
Definition
| item offered for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing. |
|
|
Term
|
Definition
| brand sponsored competition that requires some form of skill or effort. |
|
|
Term
|
Definition
| form of sales promotion that offers prizes based on a chance drawing of entrants names. |
|
|
Term
|
Definition
| offers potential customers the opportunity to try a new product or service before making a buying decision. |
|
|
Term
| What is a loyalty program? |
|
Definition
| designed to retain customers by offering premiums or other incentives to those who make multiple purchases over time. |
|
|
Term
| what is a point of display? |
|
Definition
| merchandise display located at the point of purchase. such as the checkout counter in a grocery store. |
|
|
Term
|
Definition
| consumer discount that returns portion of the purchase price to the buyer in cash; manufacturers issue refunds. |
|
|
Term
| what is product placement |
|
Definition
| inclusion of a product in nontraditional situations such as a scene in a movie. |
|
|
Term
|
Definition
| temporary storefronts that focus on a new or limited group of products; give consumers the chance to interact with brand awareness but are not designed primarily to sell product. |
|
|
Term
|
Definition
| combined efforts of two or more firms to reach a specific target market. |
|
|
Term
| retailers dont mind pop up stores why? |
|
Definition
| they dont pose long term competition |
|
|
Term
| sales promotion and advertising can generate both... |
|
Definition
| long term and short term effects. the effective combination of both types of activities lead to impressive results for the firm and the consumers. |
|
|
Term
| What is personal selling? |
|
Definition
| two way flow of communication between buyer and seller designed to influence the buyers purchase decision. |
|
|
Term
| where are some of the places personal selling take place? |
|
Definition
| face to face, video teleconferencing, telephone, over the internet. |
|
|
Term
| why can a salesperson be a satisfying career? |
|
Definition
1.) many people love the lifestyle of planning their own day.
2.) the variety of the job is great.
3.) can be a very lucrative career, can be very high paying.
4.) because salespeople are the frontline emissaries for their firm, they are very visible to management. |
|
|
Term
| because of the one on one nature of sales, a salesperson is in a unique position to do what? |
|
Definition
| customize a message for each buyer. things can be altered at any time. |
|
|
Term
| What is relationship selling? |
|
Definition
| sales philosophy and process emphasizing commitment to a long term relationship and investing in mutually beneficial opportunities. |
|
|
Term
| what has research shown about positive customer-salesperson relationships |
|
Definition
| it contributes to trust, increased loyalty, and the intent to continue the relationship with the salesperson. |
|
|
Term
| to build strong relationships, many firms do what? |
|
Definition
| undertake active CRM programs ( customer relationship management). |
|
|
Term
| What are some CRM components. |
|
Definition
| they include a customer database or date warehouse. If used properly, customers will feel special and important when a salesperson calls just to see how things are going. |
|
|
Term
| How does personal selling add value? |
|
Definition
| by educating and prodividing advice, saving the customer time, and making things easier for the customer. |
|
|
Term
| Sometimes sales people can be a problem, when is this? |
|
Definition
| when they are given too much responsibility. salespeople can help facilitate a buying situation, but they shouldn't take it over. |
|
|
Term
| What is the B2B buying process? |
|
Definition
1.) need recognition- the buying organization recognizes, through either internal or external sources, that it has an unfilled need.
2.) product specification- the firm considers alternative solutions and comes up with specifications that suppliers might use to develop their proposals to supply the product.
3.) RFP process- request for proposals. buying organizations invite alternative suppliers to bid on supplying their required components.
4.) Proposal analysis and supplier selection- it evaluates the proposals it receives and narrows the suppliers down
5.) Order specification- when firm places order with its preferred supplier. will involve a detailed description, and an acknowledgement by the supplier.
6.) Vendor/ Performance assessment- firm's analyze their vendors performance so they can make decisions about their future purchases. |
|
|
Term
| what is request for proposals |
|
Definition
| process through which buying organizations invite alternative suppliers to bid to supply required components |
|
|
Term
| how do firms evaluate the performance of suppliers. |
|
Definition
1.) the buying team develops a list of issues that it believes are important to consider in the evaluation of the vendor.
2.) buying firm assigns an importance score to each component.
3.) buying team assigns numbers about how well the supplier performs
4.) the team adds up the importance of each issue by multiplying the columns to determine who was best. |
|
|
Term
| what is true about the personal selling process? |
|
Definition
| depending on the situation, not all steps might be necessary. |
|
|
Term
|
Definition
| list of potential customers. |
|
|
Term
|
Definition
| process of assessing the potential of sales leads. |
|
|
Term
|
Definition
| major events attended by buyers who pursue products and services offered by potential suppliers in an industry. |
|
|
Term
|
Definition
| method of prospecting in which salespeople telephone or visit potential customers without appointments. |
|
|
Term
|
Definition
| method of prospecting in which salespeople telephone potential customers. |
|
|
Term
| what is the personal selling process? |
|
Definition
1.) generate and qualify leads
2.) preapproach
3.) sales presentation and overcoming reservations
4.) closing the sale
5.) follow up- |
|
|
Term
|
Definition
| prior to meeting the customer, extends qualification of leads procedure; salesperson conducts additional research and develops plans for customer meeting. |
|
|
Term
|
Definition
| technique for practicing sales presentations prior to customer meeting; salesperson acts out a simulated buying situation while a colleague acts as the buyer. |
|
|
Term
| Having done the additional research, the salesperson establishes goals for meeting with the customer; it is important... |
|
Definition
| that he or she know ahead of time exactly what should be accomplished. |
|
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Term
| asking questions during a sales presentation is one half of the battle, whats the other half? |
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Definition
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Term
| what is the best way to handle reservations that the customer might have |
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Definition
| relax and listen, then ask questions to clarify any reservations. |
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Term
| What is meant by closing the sale? |
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Definition
| Obtaining a commitments from a customer to make a purchase. |
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Term
| What do good salespeople do? |
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Definition
| carefully listen to what potential customers say and pay attention to their body language. |
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Term
| what are the five service dimensions that can be applied to the follow up |
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Definition
| reliability, responsiveness, assurance, empathy, tangible. |
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Term
| when customers' expectations are not met, they often complain- about deliveries, the billing amount or process, the product's performance, or after sale marketing. |
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Definition
| effectively handling complaints is critical to the future of the relationship |
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Term
| How has technology impacted personal selling? |
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Definition
| sales people have instant access to their customers. they can make appointments, take orders, solve problems, and get information any time from any place.technology has made sales training programs more effective, easier, and less expensive. salespeople have saved time and participate in more creative and technical aspects of selling. |
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Term
| ethical and legal issues arise in three areas in personal selling, which are they? |
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Definition
| from the relationship between the sales manager and the sales force, in some situations, an inconsistency might exist between corporate policy and the salesperson's ethical comfort zone. both ethical and legal issues can arise when the salesperson interacts with the customer. |
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Term
| in terms of sales manager and sales force, what should they do ethically. |
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Definition
| s sales manager must treat people fairly and equally in everything he or she does. includes hiring, promotion, supervision, training, etc. |
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Term
| what should sales people do in terms of ethics? |
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Definition
| salespeople must live within their ow ethical comfort zone. if this, or any other situation, is morally wrong repunant to the sales person, he or she must question being associated with the company. |
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Term
| sometimes what happens to sales people and managers. |
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Definition
| they get mixed signals from their managers or simply do not not know when their behaviors might be considered unethical or illegal. |
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Term
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Definition
| compensation or financial incentive for salespeople based on a fixed percentage of their sales. |
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Term
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Definition
| planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating the sales force. |
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Term
| what is company sales force? |
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Definition
| people employed by the selling company who are engaged in the selling process. |
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Term
| what is independent agents ( manufactuerer's representative) |
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Definition
| salespeople who sell a manufacturer's products on an extended contract basis but are not employees; also known as reps. |
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Term
| What are some salespersons duties? |
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Definition
| order getting, order taking, sales support, combination duties. |
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Term
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Definition
| salesperson whose primary responsibilities include identifying potential customers and engaging them in discussions to attempt to make a sale. |
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Term
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Definition
| salesperson whose primary responsibility is to process routine orders, reorders, or rebuys of products. |
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Term
| what is sales support personnel? |
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Definition
| employees who enhance and help a firms overall selling effort by responding to customers' technical questions or facilitating repairs. |
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Term
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Definition
| sales specialists whose primary duties are order getting, order taking, or sales support but who work together to service important accounts. |
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Term
| what do good sales people have? |
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Definition
| personality, optimism, resilience, self-motivation, empathy. |
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Term
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Definition
| compensation in the form of a fixed sum of money paid at regular intervals |
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Term
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Definition
| payment made at management's discetion when a salesperson attains certain goals; usually periodic, such as at the end of a year. |
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Term
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Definition
| a short term incentive designed to elicit a specific response from the sales force. |
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Term
| what are non financial rewards for sales people. |
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Definition
| plaques, pens, free trips, it should be publicized |
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Term
| sales people evaluation must be tied to... |
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Definition
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Term
| evaluation measures are neither.. |
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Definition
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Term
| due to the relatively high expense of maintaining a personal selling force, it is important that salespeople be adequately... |
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Definition
| trained motivated and compensated. |
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