Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
65 Cards in this Set
- Front
- Back
|
personal selling
|
personal presentation by the firms sales force for the purpose of making sales and building customer relationships
|
|
|
salesperson
|
an individual representing the company by : prospecting, communicating, selling, servicing, information gathering, and relationship building
|
|
|
sales force management
|
the analysis planning, implementation, and control of sales force activities. It includes designing sales force strategy and structure and recruiting, selecting, training, supervising, compensating, and evaluating the firms salespeople
|
|
|
territorial sales force structure
|
a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line
|
|
|
product sales force structure
|
a sales force organization under which salespeople specialize in selling only a portion of the company's products or lines
|
|
|
customer(or market) sales force structure
|
a sales force organization under which salespeople specialize in selling only to certain customers or industries
|
|
|
outside sales force ( or field sales force)
|
outside salespeople who travel to call on customers in the field
|
|
|
inside sales force
|
inside salespeople who conduct business from their offices via telephone, the internet, or visits from prospective buyers
|
|
|
team selling
|
using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts
|
|
|
sales 2.0
|
the merging of innovative sales practices with internet 2.0 technologies to improve sales force effectiveness and efficiency
|
|
|
sales quota
|
a standard that states the amount a salesperson should sell and how sales should be divided among the company's products
|
|
|
selling process
|
the steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up
|
|
|
prospecting
|
the step in the selling process in which the salesperson or company identifies qualified potential customers
|
|
|
preapproach
|
the step in the selling process in which the salesperson learns as much as possible about the prospective customer before making a sales call
|
|
|
approach
|
the step in the selling process in which the salesperson meets the customer for the first time
|
|
|
presentation
|
the step in the selling process in which the salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems
|
|
|
handling objections
|
the step in the selling process in which the salesperson seeks out, clarifies, and overcomes customer objections to buying
|
|
|
closing
|
the step in the selling process in which the salesperson asks the customer for an order
|
|
|
follow-up
|
the last step in the selling process in which the salesperson follows up after the sale to ensure customer satisfaction and repeat business
|
|
|
sales promotion
|
short-term incentives to encourage the purchase or sale of a product or service
|
|
|
consumer promotions
|
sales promotion tools used to boost short-term customer buying and involvement or to enhance long-term customer relationships
|
|
|
event marketing
|
creating a brand-marketing event or serving as a sole or participating sponsor of events created by others
|
|
|
trade promotions
|
sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers
|
|
|
business promotions
|
sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople
|
|
|
direct marketing
|
connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
|
|
|
customer database
|
an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data
|
|
|
direct-mail marketing
|
direct marketing by sending an offer, announcement, reminder, or other item to a person at a particular physical or virtual address
|
|
|
catalog marketing
|
direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online
|
|
|
telephone marketing
|
using the telephone to sell directly to customers
|
|
|
direct-response television marketing
|
direct marketing via television, including direct-response television advertising (or infomercials) and home shopping channels
|
|
|
online marketing
|
company efforts to market products and services and build customer relationships over the internet
|
|
|
blogs
|
online journals where people post their thoughts usually on a narrowly defined topic
|
|
|
corporate (or brand) web site
|
a web site designed to build customer goodwill, collect customer feedback, and supplement other sales channels, rather than sell the company's products directly
|
|
|
marketing web site
|
a web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome
|
|
|
online advertising
|
advertising that appears while consumers are surfing the web, including display ads, search-related ads, online classifieds, and other forms
|
|
|
viral marketing
|
the internet version of word-of-mouth marketing-- websites, videos, e-mail messages, or other marketing events that are so infectious that customers will want to pass them along to friends
|
|
|
spam
|
unsolicited, unwanted commercial e-mail messages
|
|
|
global firm
|
a firm that, by operating in more than one country, gains r&d, production, marketing, and financial advantages in its costs and reputation that are not available to purely domestic competitors
|
|
|
exporting
|
entering a foreign market by selling goods produced in the company's home country, often with little modification
|
|
|
joint venturing
|
entering foreign markets by joining with foreign companies to produce or market a product or service
|
|
|
licensing
|
a method of entering a foreign market in which the company enters into an agreement with a licensee in the foreign market
|
|
|
contract manufacturer
|
a join venture in which a company contracts with manufacturers in a foreign market to produce the product or provide its service
|
|
|
management contracting
|
a joint venture in which the domestic firm supplies the management know-how to a foreign company that supplies the capital; the domestic firm exports management services rather than products
|
|
|
joint ownership
|
a joint venture in which a company joins investors in a foreign market to create a local business in which the company shares joint ownership and control
|
|
|
direct investment
|
entering a foreign market by developing foreign-based assembly or manufacturing facilities
|
|
|
standardized global marketing
|
an international marketing strategy for using basically the same marketing strategy and mix in all the company's international markets
|
|
|
adapted global marketing
|
in international marketing strategy for adjusting the marketing strategy and mix elements to each international target market, bearing more costs but hoping for a larger market share and return
|
|
|
straight product extension
|
marketing a product in a foreign market without any change
|
|
|
product adaptation
|
adapting a product to meet local conditions or wants in foreign markets
|
|
|
product invention
|
creating new products or services for foreign markets
|
|
|
communication adaptation
|
a global communication strategy of fully adapting advertising messages to local markets
|
|
|
whole-channel view
|
designing international channels that take into account the entire global supply chain and marketing channel, forging an effective global value delivery network
|
|
|
sustainable marketing
|
socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs
|
|
|
consumerism
|
an organized movement of citizens and government agencies to improve the rights and power of buyers to relation to sellers
|
|
|
environmentalism
|
an organized movement of concerned citizens and government agencies to protect and improve people's current and future living environment
|
|
|
environmental sustainability
|
a management approach that involves developing strategies that both sustain the environment and produce profits for the company
|
|
|
consumer-oriented marketing
|
the philosophy of sustainable marketing that holds that the company should view and organize its marketing activities from the consumer's point of view
|
|
|
customer-value marketing
|
a principle of sustainable marketing that holds that a company should put most of its resources into customer-value-building marketing investments
|
|
|
innovative marketing
|
a principle of sustainable marketing that requires tha a company seek real product and marketing improvements
|
|
|
sense-of-mission marketing
|
a principle of sustainable marketing that holds that a company should defines its mission in broad social terms rather than narrow product terms
|
|
|
societal marketing
|
a principle of sustainable marketing that holds that a company should make marketing decisions by considering consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests
|
|
|
deficient products
|
products that have neither immediate appeal nor long-run benefits
|
|
|
pleasing products
|
products that give high immediate satisfaction but may hurt consumers in the long run
|
|
|
salutary products
|
products that have low appeal but may benefit consumers in the long run
|
|
|
desirable products
|
products that give both high immediate satisfaction and high long-run benefits
|
