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| A sales force that calls on prospective customers. |
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| The telephone is used to contact customers |
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| The internet is used to contact customers |
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| Combo of four ingredients that constitute the core of a companies marketing system. Product, Price, Place (distribution), and Promotion. |
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| A seperate submix that involve the promotional activities, advertising, sales promotion, and personal selling efforts. |
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| The companies advertising, sales promotion, and personal selling efforts. Publicity and public relations are also part of promotional activities, but typically they are less widely used. |
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| Those that augment the product itself, such as information and service |
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| Relationship marketing, or relationship selling |
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Process by which a firm builds long term relationships with customers for the purpose of creating mutual competitive advantages.
Ie: Retain existing accounts, become the preferred supplier, price for profit, manage each account for long-term profit, concentrate on high profit potential accounts. |
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Salespeople focus on the immediate one time sale of the product
Ie: Get new accounts, get the order, cut the price to get the sale, manage all accounts to maximize short-term sales, sell to anyone |
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| Use relationship selling to demonstartae how his/her company's product will contribute to the customers well-being or profit. They are creative problem solvers who serve as consultants to the customer. |
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| Focus on a small number of big, important customers (ie key sccounts). Also problem solvers who serve as consultants to the company they are selling to. |
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| Focuses on prospecting for customers and generating new accounts. The goal is to earn trust, get the initial order, and turn into long-term customers |
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| Suppoert the actual selling done by reps in the other categories. Perform sales promotional activities and work with customers in training and educational capacities. (not responsible for selling the product) |
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| Are product specialists that work with customers to assist with technical problems. |
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| A type of sales support person. they do not solicit orders. They work for manufacturers, calling on customers in order to provide product information and generally promote good will about the product. |
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| Maintenance salespeople that facilitate sales to customers or business accounts that have already been established. Take orders but not not engage in much creative problem solving. |
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| They feel caught in the middle between the conflicting demands of the people they must satisfy |
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| Not closely supervised, so they find themselves in situations where they are uncertain about what to do |
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| High expectations that they will contribute increasing revenues to the company, along with role ambiguity and role conflict. |
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| Because customers are so demanding selling firms must increasingly rely on their top executives to be involved in the selling process. Customers, especially importatnt ones expect to interact and negotiate with the highest levels of the organization. |
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| Customer Relationship Management (CRM) |
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| Software solutions that help companies manage customer information |
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| Minority groups such as women, minoritys of race, and older individuals that now represent the sale force. |
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| Complex channels of distribution |
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| Managers asked to oversee a hybrid sales force, which includes field sales reps, tele-sellers, and electronic sellers. Their work organizing and coordinating these diverse salespeople has become more strategic. |
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| An International perspective |
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| The US market place has reached the saturation point for many consumer and industrial products. Many global markets are growing and emerging rapidly. |
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| Operates within a framework of forces-- its environment. Two sets of the forces are external to the company, and two sets are internal. |
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| (External) Consists of the aspects of the natural world., including general climate and weather conditions, and also natural resources such as water, oil, and other minerals. |
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| (External) Measurement of basic characteristics of the human population such as age, sex, race, income, and stage in family life cycle. |
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| (External) The overall health of the economy |
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| (External) The fundamental values and beliefs of society. |
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| (External) laws, ordanance, regulations that can impact sales organizations in many ways |
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| (External) Inventions, inovations, andadvances in scientific knowledge |
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| The marketing activities of rival firms |
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| The companies market, its suppliers, its marketing intermediaries |
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| Three external forces that are a direct part of a firms marketing system |
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Also known as the operating environment, this refers to market conditions, economic and political issues on the local and national levels, demographic factors, and other forces outside of a business that affect the overall success of that business. The external environment creates both risks and opportunities for a company.
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| A philosophy that says...Achieving organizational goals depends on a firms ability to identify the needs and wants of a target market, and then to satisfy those needs and wants better than a competitor does. |
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| The process of planning, implementing, and coordinating all marketing activities and interating them into the overall operations of the firm |
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| 4 stages that marketing management evolves through |
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Definition
Product orientation stage
Sales orientation stage
Marketing orientation stage
Relationship orientation stage |
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| Product orientation stage |
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| 1st stage a company is typically product oriented |
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| Second stage, companies focus on selling their products to any and all prospects, regardless of their needs |
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| Marketing orientation stage |
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| Third stage, companies use a coordinated marketing management strategy directed towards the twin goals of customer satisfaction and profitable sales volume. |
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| Relationship orientation stage |
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| fourth stage, characterized by relationship building, and is a natural extension of the marketing orientation stage |
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| close collaboration and cooperation between the buyoing and selling firms |
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| The form of salespeople in the 1st century of the united states. Worked for themselves and traveled across the country selling pots, pans, clocks, and machines etc that they carried in theie wagons/trunks |
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| Sold small good door to door. Sold a product line from a single manufacturer, and paid on 100% comission |
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| LArge book publishers hired salespeople most likely to be female to sell their products |
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| Wholesale companies hired traveling salespeople to sell their goods to owners of general stores. Built relationships, and were paid a mix of salary and comission |
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| Team of people from the customers firm made up of functional specialists, from purchasing, manufacturing, engineering, and/or product development who view the purchase form a strategic perspective |
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| A form of relationship marketing that encourages teamwork among a companies’ own employees, as well as the employees from a partnering firm. |
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| Total Quality Management (TQM) |
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| Process by which a company strives to improve customer satisfaction through the continuous improvement of all its operations |
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an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy. In order to determine the direction of the organization, it is necessary to understand its current position and the possible avenues through which it can pursue a particular course of action. Generally, strategic planning deals with at least one of three key questions:[1]
- "What do we do?"
- "For whom do we do it?"
- "How do we excel?"
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| The goals around which a strategic plan is formulated. Must be more tha cliches |
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| Plans of actons to achieve the objetives |
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| Tactics are the activities that people must perform in order to carry out the starategies |
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| Tthe purpose of a company or organization, its reason for existing. The goal of the organization |
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| The integration of the internet into sales processes |
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| The use of multiple sale approaches such as a doirect sales force, distributors, direct mail, telemarketing, electronic maile...etc |
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| Directed at customers who are not interested in, or who are unable to afford the value added services offered by a firm |
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| Used for those customers interested in the value added services |
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| Multi relationship strategy |
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| reaches some customers through consultative selling andd others through transactional selling. |
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| Focused on generating sale AND satisfying customers |
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| The method or system by which sales people learn the names of people who nee dthe product and can afford it |
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| the Generating of potential customers |
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| Evaluating leads on the basis of who is most likely to buy |
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| A full listoing of the names and contact information for all prospects categorized by how likely they are to purchase the product |
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| Recognizing the differences among various selling situations, and adapting presentations accordingly |
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| Initial impression is established and it establishes some degree of report between the salesperson and the buyer. |
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| The stage in which the salesperson must discover, clarify, and understand the buyers needs |
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| Ask for factual information about the buyers current situation. Asked to get ideas about how the customer might be able to use the product |
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| Problem discovery questions |
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| Questions used to uncover potential problems, difficulties, ore dissatisfaction the customer is experiencing that the salespersons products and services can solve. Used to uncover customer needs around which they can build their presentataion. |
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| Questions about the impact the buyers problem will have on various aspects of the companies operations. Salespeople ask theses questions to make the buyer think about potential consequences of not solving the problem and to help the buyer see the seriousness of the problem. The justify in the mind of the buyer the time and money it will take to achieve a solution. |
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| Ask about the value or importance of a solution to a proble uncovered earlier in the conversation. Used to reinforce the importance of the problem and to help the buyer assess the value of a solution |
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| Confirmatory questions (AKA trial closes) |
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| Ask for confirmation from the buyer that they are interested in hearing about how your products will help them. Used as transitions into presentation of product features and benefits |
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| The discusiion of those product and or service features, advantages, and benefits that the customer has indicated are important |
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Describe the characteristics of teh product or service.
Copy machine----ten service reps
Forklift truck-----one month free trial |
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describe how the features change the performance of the product or service.
copy machine-----ten service reps(feat)----fast service
forklift truck----one month free trial----ensures product meets needs
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| Describes how the advantage will help the buyer----saves time, saves money, |
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| Asking the buyer to commit to some action that moves the sale forward |
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| An arrangement- a working structure of activities involving a group of people. The goal is to organize these activities so that the people can work better together than the can individually |
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| A control and coordination mechanism-used to in a joint effort to meet a goal. |
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| Represents how things actually get done in a company not how they are supposed to be done according to a formal organization chart |
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Business or industry structure with self-contained departments. Authoritytravels downwards from top and accountability upwards from bottom along the chain of command, and each department manager has control over his or her department's affairs and employees.
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| line and staff organization |
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| more complex than line organization. According to this administrative organization, specialized and supportive activities are attached to the line of command by appointing staff supervisors and staff specialists who are attached to the line authority. The power of command always remains with the line executives and staff supervisors guide, advice and council the line executives. Personal Secretary to the Managing Director is a staff official |
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The classic organizational structure where the employees are grouped hierarchically, managed through clear lines of authority, and report ultimately to one top person
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decentralisation of power and or control, at least within specific departments. Where an emphasis is placed on horizontal collaboration. Rather than concieving of leadership as one person always being firmly in charge, leadership is often shared among team leaders and members shifting to the person with the most knowledge or expertise in the matter at hand
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| Sales force is grouped based on geographic territories |
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| Product specialization organization |
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| The product sold is used as a basis for dividing the responsibilities and activities within a sales organization. two most widely used are product oprating and product staff organizations |
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| Product operating specialization |
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| Products are seperated into groupings A,B,C, Group A reports directly to sales manager of product A group and so on (p99) |
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| Product staff specialization |
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| Commonly used when management wants to use staff assistants who specialize by product (p99) |
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| Product manager (brand or category managers) |
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| Each bears a responsibility for planning and developing a marketing program for a seperate group of products. |
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| Sales organization specialized by type of customer (p100) |
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Strategic Account Management (SAM) or
Global Account Management (GAM) |
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| Describes the management of large customers |
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| Descibed as all the individuals involved in the purchasing decision process |
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| Group of people representing the sales department and othe rfunctional areas in the firm, such as finance, production, and R&D |
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| Company establishes a seperate location where sales teams meet with customers and buying teams |
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| Agents that are wholesaling intermediaries that do not take ownership title to the products they sell, and they carry inventory stocks. Paid a comission of the sales they make |
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| Manufacturers representative |
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| The most widely used type of agent Each agent has its own sales force and generally represents several manufacturers of related, but not directly competing products. |
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| another type of independent agent . Prime responsibility is to bring buyers and sellers together |
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| Intermediaries who take ownership title to the products they sale |
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| Customer is contacted by a sales rep via telephone |
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| Communication with the customer is carried out via the internet |
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| World Trade Organization (WTO) |
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| International trade is actively promoted. Currently has more than 140 member countries around the globe |
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North American Free Trade Agreement (NAFTA)
Central American Free Trade Agreement (CAFTA) |
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| Eliminate trade barriers between the united states and many of its fellow north american countries and thus makes it easier to sell in these places |
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| Global Account Management (GAM) |
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| Salesforce structure that delivers service and products across the globe to the subsidiaries of multination customers in a coordinated way. |
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