Promotions that focus on members of the "trade", which include distribution channel members, such as retail salespeople or which include distribution channel members, such as retail salespeople or wholesale distributors, that a firm must work with in order to sell its products
reimburses the retailer for in-store support of the product
a discount to retailer or wholesaler based on the volume of product ordered
A sales promotion where the manufacturer and the retailer share the cost
Events at which many companies set up elaborate exhibits to show their products, give away samples, distribute product literature, and troll for new business contacts
Goodies such as coffee mugs, T-shirts, and magnets given away to build awareness for a sponsor. Some freebies are distributed directly to consumers and business customers; others are intended for channel partners such as retailers and vendors.
In-store displays and signs
Point-of-Purchase (POP) displays
A bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product
________________ is the fastest-growing type of marketing communication
Any direct communication to a consumer or business recipient designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product
A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items
a brochure or pamphlet that offers a specific good or service at one point in time
Unlike a catalog retailer that offers a variety of merchandise through the mail, _________ is a brochure or pamphlet that offers a specific good or service at one point in time. This is a mail offer that has an advantage over a catalog because the sender can personalize it.
The use of the telephone to sell directly to consumers and business customers
The major issue on the horizon for _____ is whether they will be able to access cell phone numbers, as many consumers fear.
A direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product
Direct response advertising
Although for many companies the Internet has become the medium of choice for _____________, this technique is still alive and well in magazines, newspapers, and television
Advertising on TV that seeks a direct response including short commercials of less than two minutes, 30-minute or longer infomercials, and home shopping networks
Direct Response TV (DRTV)
Half-hour or hour-long commercials that that resemble a talk show but actually are sales pitches
Promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as smartphones, and personal digital assistants (PDAs)
Marketing communication by which a company representative interacts directly with a customer or prospective customer to communicate about a good or service
___________ is not the same thing as ________.
Direct selling, direct marketing.
A salesperson whose primary function is to facilitate transactions that the customer initiates
A sales support person with a high level of technical expertise whose assists in product ddemonstrations
A salesperson who promotes the firm and tries to stimulate demand for a product but does not actually complete a sale
The person responsible for finding new customers and calling on them to present the company's products
A salesperson who works to develop long-term relationships with particular customers or to generate new sales
The sales function when handled by a team that may consists of a salesperson, a technical specialist, and others
Selling has moved from a ______, hard-sell approach to and approach based on _____ with customers
transactional, relationship
A form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer
A form of personal selling that involves securing, developing, and maintaining long-term relationships with profitable customers
The process of seeking out potential customers, analyzing needs, determining how product attributes might provide benefits for the customer, and them communicating that information
The first step in the creative selling process
Maintaining a customer relationship means building customer ______ and ______ --thus, you can count on the customer to provide future business and stick with you for the long haul
Prospect and Qualify> Preapproach> Approach> Sales Presentation> Handle Objections> Close> Follow-up
The Creative Selling Process
The second step of the creative selling process.
The third step in the creative selling process.
The fourth step in the creative selling process.
The fifth step in the creative selling process
The sixth stage of the creative sells process.
The seventh and final stage of the creative selling process.
The process of planning, implementing, and controlling the personal selling function of an organization
________________ state what management expects the sales force to accomplish and when.
Firms that engage in relationship selling also state objectives that relate to customer _______, _____, ________ (or turnover). Other common objectives are new customer development, new product suggestions, training, reporting on competitive activity, and community involvement,
satisfaction, loyalty, and retention
Set Sales Force Objectives> Create a Sales Force Strategy> Recruit, Train, and Reward the Sales Force> Evaluate the Sales Force
Sales Force Strategy (process)
A set of customers, often defined by geographic boundaries, for whom a particular salesperson is responsible
Because the quality of a sales force can make or break a firm, a top priority for sales managers is to recruit and hire the right set of people to do the job. The ideal candidates exhibit good ______ skills, effective _______ skills, the ability to adapt their sales style from situation to situation, _______ (sticking with a task), and a high level of _________ ___________.
listening, follow-up, tenacity, personal organization |