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Sales Management Exam 1
Sales Management Exam 1
75
Marketing
Undergraduate 4
02/08/2013

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Term
Top 5 customer complaints about salespeople
Definition
1. Does not understand our business
2. Inadequate product knowledge
3. Does not respond to our needs
4. Does not listen to our needs
5. Should be more of our advocate
Term
Promotional or Communications Mix
Definition
-advertising
-sales promotions
-personal selling efforts
Term
Transaction Selling
Definition
-get new accounts
-get the order
-cut the price to get the sale
-manage all accounts to maximize short-term sales
-sell to anyone
Term
Relationship Selling
Definition
-retain existing accounts
-become the preferred supplier
-price for profit
-manage each account for long term profit
-concentrate on high profit potential accounts
Term
Consultative Seller
Definition
uses relationship selling techniques to demonstrate how his or her company's products will contribute to the customer's well-being or profit
Term
Key account seller
Definition
a consultative seller that focuses on a smaller number of big, important customers
Term
New business seller
Definition
Focuses on prospecting for customers and generating new accounts. After the account is established, often turned over to sales support
Term
Sales Support
Definition
not responsible for selling the product, but rather supporting the actual selling done by the reps
Term
Missionary seller
Definition
Generally promote goodwill about the product, but do not solicit orders
Term
Delivery seller
Definition
maintenance salespeople that facilitate sales to consumers or to business accounts that have already been established. They take orders but they do not engage in as much creative problem solving
Term
Sales jobs differ from other jobs because they..
Definition
-implement marketing strategies.
-spend company funds
-represent their company
-represent their customers
-operate with little supervision; require self-motivation.
-face rejection.
-need tact and social intelligence.
-travel extensively.
-have large role sets.
-face role ambiguity, role conflict, and role stress.
Term
Role Conflict
Definition
Occurs when customer’s wants and expectations conflict with seller’s policies and practices.
Term
Role Ambiguity
Definition
Occurs when there is uncertainty about what course of action to follow and there’s no company policy covering the situation.
Term
Formalization
Definition
Rules and policies that exist within a sales organization
Term
The nature of sales management
Definition
-Sales managers are administrators
-Technical ability is not enough
-Management skills can be learned
Term
Sales Management Responsibilities
Definition
-strategic planning
-organizing the sales force
-recruiting, selection, assimilation
-training and development
-motivation and supervision
-performance evaluation
Term
Sales Force Management in the 21st Century
Definition
-Selling by executives
-Customer relationship management (CRM)
-Sales force diversity
-Complex channels of distribution
-An international perspective
-Ethical behavior and social responsibility
Term
Case 1-3 The Cornell Company
Definition
Top salesperson becoming the new sales manager or an experienced sales manager from another company
Term
External Environment
Definition
-physical environment
-demography
-economic conditions
-sociocultural factors
-political-legal factors
-technology
-competition
Term
Internal Variables (environment)
Definition
- the company's resources in nonmarketing areas
-the marketing mix
Term
The Marketing Concept
Definition
Identifying needs and wants of a target market, and then satisfying those customers better than the competition.
Term
3 fundamental beliefs of the Marketing Concept
Definition
-Company planning and operations should be customer or market oriented.
-Marketing activities in a firm should be organizationally coordinated.
-The goal of the organization should be to generate profitable sales volume over the long run.
Term
Evolution of marketing management
Definition
1. Production Orientation
2. Sales Orientation
3. Marketing Orientation
4. Relationship Orientation
Term
Production Orientation
Definition
Focus on mass-producing a limited variety of products for as little cost as possible.
Term
Sales Orientation
Definition
Age of the hard-sell, high pressure selling
Term
Marketing Orientation
Definition
The marketing concept first emerges. Customer needs and wants can be more easily understood and responded to
Term
Relationship Orientation
Definition
A natural extension of the marketing-orientation stage.
The buyer and seller commit to doing business over a long time.
Term
Evolution of Selling in the U.S.
Definition
1. Peddlers
2. Canvassers
3. Book Agents
4. Drummers
Term
Peddlers
Definition
(early 1800s)
Wide variety of goods, bartering was common
Term
Canvassers
Definition
(mid 1800s)
Sold for single mfr (e.g., lightning rods), commission, scientific approach
Term
Book Agents
Definition
(mid 1800s)
Much more likely to be female. Large book publishers hired salespeople
Term
Drummers
Definition
(later 1800s)
Represented wholesale companies, sold to general stores, social selling. Relationship built on trust and likeability
Term
4 Key issues of relationship marketing
Definition
-Open communication
-Empowering employees
-Customers and the planning process
-Working in teams
Term
Strategic Planning
Definition
-Objectives are the broad goals around which a strategic plan is formulated.
-Strategies are the plans of action.
-Tactics are the specific activities that people must perform in order to carry out the strategy.
Term
Strategic Trends
Definition
-Internet Selling
-Multiple Sales Channels
-Multiple Relationship Strategies
Term
Customer Relationship Management
Definition
-Involve a company-wide software application utilizing advanced computer- and Internet-technology.
-Aggregate all information about customers into a single database.
-Provide salespeople/customers access to timely and relevant information.
-Allow effective management of every aspect of the buyer-seller relationship.
-Require training
Term
8 Steps of the Sales Process
Definition
1. Prospecting
2. Preapproach- planning the sale
3. Approach
4. Need Assessment
5. Presentation
6. Meeting Objections
7. Gaining Commitment
8. Follow-up
Term
Leads can be identified through..
Definition
-Referrals from customers
-Referrals from internal company sources
-Sales manager; Marketing dept.; Telemarketing dept.
-Referrals from external agencies
-GoLeads.com
-Published directories
-Yellow Pages
-Networking by the Salesperson
-Cold canvassing
Term
A qualified prospect..
Definition
-Has a need for the products being sold.
-Can afford to buy the products.
-Is receptive to being called on by the salesperson.
Term
Hot Prospects
Definition
have expressed genuine interest in buying the product
Term
Adaptive Selling
Definition
When a salesperson alters the initial objectives or plans of the sales process because of new information gained from the customer during the actual call.
Term
Situational Questions
Definition
-factual information about the buyer's current situation
-"Who is involved in the purchase decision?"
-"How often do you change the screws?"
Term
Problem Discovery Questions
Definition
-used to uncover potential problems, difficulties, or dissatisfaction
-"Have you experienced any delays from your current supplier?"
-"Why part of your process is the most difficult in terms of quality control?"
Term
Problem Impact Questions
Definition
-questions about the impact that the buyer's problem will have on various aspects of the company's operations
-"What impact do these problems have on production costs?"
-"How do these maintenance problems affect your operations?"
Term
Solution Value Questions
Definition
-questions that ask about the value or the importance of a solution to a problem uncovered earlier
-"How much are your production costs increased by material stockouts?"
-"How important is reducing downtime to minimize your productions costs?"
Term
Confirmatory Questions
Definition
-also called trial closes, ask for confirmation
Term
Common types of objections
Definition
-Price or value objection
-Product/service objection
-Procrastinating objection
-Hidden objection
Term
Common Sales Closes
Definition
-The Assumptive Close
“Now what size do you want?”
-Special Offer Close
“If you buy this product today, we’ll double the length of the warranty.”
-Summary Close
Term
Case 3-1 Omnico, Inc.
Definition
Buddy saying you need to be "golf buddies" with customers and Laura saying customers only buy because of the product/service
Term
Principles of Organizational Design
Definition
-Reflect a marketing orientation
-Build around activities, not people
-Relate responsibility and authority properly
-Reasonable Span of control
-Stable but flexible
-Activities should be balanced and coordinated
Term
Organizational Citizenship Behavior
Definition
Voluntary behaviors not part of formal job requirements that nevertheless promote the effective functioning of the organization
Term
Altruism
Definition
Helping a fellow employee with an organizationally relevant task or problem.
Term
Conscientiousness
Definition
Exceptionally good attendance, obeying all rules, not taking breaks, etc.
Term
Sportsmanship
Definition
Tolerating less than ideal circumstances without complaining.
Term
Civic VIrtue
Definition
Actively showing concern for the life of the company (e.g., volunteering for committees, positively representing the company in the community)
Term
Line Organization
Definition
-simplest form
-authority flows from chief executive to first subordinate, all the way down the line
-used in very small firms or within a small department in a larger company
Term
Line and Staff Organization
Definition
-line organization with staff assistants
-most widely used
-used when sales force is large, market is regional or national, line of products is varied, or number of customers is large
Term
Functional Organization
Definition
-Each activity specialist has line authority…
-Criticism: …too many bosses?
-used with a large company with varied product lines/markets
Term
Horizontal Organization
Definition
-eliminates both management levels and departmental boundaries
-cross-functional teams
-reduces supervision and eliminates activities that are not necessary
-costs are reduced and customer responsiveness is greatly enhanced
Term
Possible specializations within a sales department
Definition
-Geographic
-Product
Product operating specialization
Product staff specialization
-Market
Strategic Account Management
Also called Key or National Account Management
Term
uses of telemarketing
Definition
-Identify prospective customers
-Screening, qualifying leads
-Sales solicitation: small customers, re-orders
-Order processing
-Product service support
-Account management
-Customer relations
-Competitive reporting
-Expense reporting
Term
The buying center
Definition
-users of the product
-influencers who set the product specifications
-deciders who make the actual decision
-gatekeepers who control the flow of information
-buyers who process the purchase orders
Term
Brokers
Definition
bring the sellers and buyers together
Term
Case 4-1 Telin, Inc.
Definition
using an inside salesforce vs. manufacturers reps
Term
Importance of a good selection program
Definition
-Qualified salespeople are scarce
-Good selection improves sales force performance
-Good selection promotes cost savings
-Good selection eases other managerial tasks
-Sales managers are no better than their sales force
Term
Key laws and regulations affecting a sales force
Definition
-Civil Rights Act of 1964
Race, color, religion, sex (marriage…), national origin
-Pregnancy Discrimination Act (1978)
-Age Discrimination in Employment Act (1967)
-Americans with Disabilities Act (1990)
Physical & mental disabilities
Term
Steps of the staffing process
Definition
1. Plan the recruiting and selection process
2. Recruit an adequate number of applicants
3. Select the most qualified applicants
4. Hire those people who have been selected
5. Assimilate those new hires into the company
Term
Content of a job description
Definition
-Title of job
-Organizational relationship
-Types of products and services sold
-Types of customers called on
-Duties and responsibilities related to job
-Job demands
-Hiring specifications
Term
Where to recruit for salespeople
Definition
A. Referrals
B. Within the company
C. competitors
D. customers
E. Educational institutions
F. Internet ads
G. Newspaper ads
H. Magazine/Trade journal ads
I. Employment agencies
J. Voluntary applicants
e.g., your company’s website
K. Part time workers
Term
Case 5-1 Galactica
Definition
recruiting on the internet versus trade journals. calculating cost per hired applicant
Term
Validation
Definition
the process of statistically measuring the extent to which a given selection tool or hiring qualification is a predictor of, or is related to, job performance
Term
BFOQ
Definition
bona fide occupational qualifications
Term
Myers-Briggs Personality Dimensions
Definition
1. How a person is energized
--extroversion vs. introversion
2. What a person pays attention to
--sensing vs. intuition
3. How a person decides
--thinking vs. feeling
4. Lifestyle a person adopts
--judgement vs. perception
Term
Types of Psychological Tests
Definition
-mental intelligence
-aptitude
-interest
-personality
Term
Case 6-1 Delta Products Company
Definition
hiring manufacturer's reps vs. college grads vs. experienced rep for more money
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