Chapter 19 Flashcards Preview

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Flashcards in Chapter 19 Deck (40):
1

Personal Selling

Paid personal communication that attempts to inform customers and persuade them to buy products in an exchange situation.

2

Prospecting

Developing a database of potential customers.

3

Approach

The manner in which a salesperson contacts a potential customer.

4

Closing

The stage in the personal selling process when the salesperson asks the prospect to buy the product.

5

Order Getter

A salesperson who sells to new customers and increases sales to current customers.

6

Order Takers

Salespeople who primarily seek repeat sales.

7

Support Personnel

Sales staff members who facilitate selling but usually are not involved solely with making sales.

8

Missionary Salespeople

Support salespeople, usually employed by a manufacturer, who assist the producer's customers in selling to their own customers.

9

Trade Salespeople

Salespeople involved mainly in helping a producer's customers promote a product.

10

Technical Salespeople

Support salespeople who give technical assistance to a firm's current customers.

11

Team Selling

The use of a team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process.

12

Relationship Selling

The building of mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time.

13

Recruiting

Developing a list of qualified applicants for sales positions.

14

Straight Salary Compensation Plan

Paying salespeople a specific amount per time period, regardless of selling efforts.

15

Straight Commission Compensation Plan

Paying salespeople according to the amount of their sales in a given time period.

16

Combination Compensation Plan

Paying salespeople a fixed salary plus a commission based on sales volume.

17

Sales Promotion

An activity and/or material intended to induce re sellers or salespeople to sell a product or consumers to buy it.

18

Consumer Sales Promotion Methods

Sales promotion technique that encourage consumers to patronize specific stores or try particular products.

19

Coupons

Written price reductions used to encourage consumers to buy a specific product.

20

Cents-off Offer

A promotion that allows buyers to pay less than the regular price to encourage purchase.

21

Money Refund

A sales promotion technique that offers consumers a specified amount of money when they mail in a proof of purchase, usually for multiple product purchases.

22

Rebate

A sales promotion technique in which a consumer receives a specific amount of money for making a single product purchase.

23

Point-Of-Purchase (POP) Materials

Signs, window displays, display racks, and similar devices used to attract customers.

24

Demonstration

A sales promotion method a manufacturer uses temporarily to encourage trial use and purchase of a product or to show how a product works.

25

Free Sample

A sample of a product given out to encourage trial and purchase.

26

Premium

An item offered free or at a minimal cost as a bonus for purchasing a product.

27

Consumer Contests

Sales promotion methods in which individuals compete for prizes based on their analytical or creative skills.

28

Consumer Games

Sales promotion methods in which individuals compete for prizes based primarily on chance.

29

Consumer Sweepstakes

A sales promotion in which entrants submit their names for inclusion in a drawing for prizes.

30

Trade Sales Promotion Methods

Methods intended to persuade wholesalers and retailers to carry a producer's products and market them aggressively.

31

Buying Allowance

A temporary price reduction to resellers for purchasing specified quantities of a product.

32

Buy-Back Allowance

A sum of money given to a reseller for each unit bought after an initial promotion deal is over.

33

Scan-Back Allowance

A manufacturer's reward to retailers based on the number of prices scanned.

34

Merchandise Allowance

A manufacturer's agreement to pay resellers certain amounts of money for providing special promotional efforts, such as setting up and maintaining a display.

35

Cooperative Advertising

An arrangement in which a manufacturer agrees to pay a certain amount of a retailer's media costs for advertising the manufacturer's products.

36

Dealer Listing

An advertisement that promotes a product and identifies the names of participating retailers that sell the product.

37

Free Merchandise

A manufacturer's reward given to resellers that purchase a state quantity of products.

38

Dealer Loader

A gift, often part of a display, given to a retailer that purchases a specified quantity of merchandise.

39

Premium Money (Push Money)

Extra compensation to salespeople for pushing a line of goods.

40

Sales Contest

A sales promotion method used to motivate distributors, retailers, and sales personnel through recognition of outstanding achievements.