Marketing Ch 14

Front 1

Personal Selling

Back 1

marketing communication by which a company representative interacts directly with a customer or prospective customer to communicate about a good or service

Front 2

Order Taker

Back 2

a salesperson whose primary function is to facilitate transactions that the customer initiates

Front 3

Technical Specialist

Back 3

a sales support person with a high level of technical expertise who assists in product demonstrations

Front 4

Missionary Salesperson

Back 4

a salesperson who promotes the firm and tries to stimulate demand for a product but does not actually complete a sale

Front 5

New-Business Salesperson

Back 5

the person responsible for finding new customers and calling on them to present the company's products

Front 6

Order Getter

Back 6

a salesperson who works to develop long-term relationships with particular customers or to generate new sales

Front 7

Team Selling

Back 7

the sales function when handled by a team that may consist of a salesperson, a technical specialist, and others

Front 8

Transactional Selling

Back 8

a form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer

Front 9

Relationship Selling

Back 9

a form of personal selling that involves securing, developing, and maintaining long-term relationships with profitable customers

Front 10

Creative Selling Process

Back 10

the process of seeking out potential customers, analyzing needs, determining how product attributes might provide benefits for the customer, and then communicating that information

Front 11

Prospecting

Back 11

a part of the selling process that includes identifying and developing a list of potential or prospective customers

Front 12

Preapproach

Back 12

a part of the selling process that includes developing information about prospective customers and planning the sales interview

Front 13

Approach

Back 13

the first step of the actual sales presentation in which the salesperson tries to learn more about the customer's needs, create a good impression, and build rapport

Front 14

Sales Presentation

Back 14

the part of the selling process in which the salesperson directly communicates the value proposition to the customer and invites two-way communication

Front 15

Close

Back 15

the stage of the selling process in which the salesperson actually asks the customer to buy the product

Front 16

Follow-Up

Back 16

activities after the sale that provide important services to customers

Front 17

Sales Management

Back 17

the process of planning, implementing, and controlling the personal selling function of an organization

Front 18

Sales Territory

Back 18

a set of customers, often defined by geographic boundaries, for whom a particular salesperson is responsible

Front 19

Direct Marketing

Back 19

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

Front 20

Catalog

Back 20

a collection of products offered for sale in book form, usually consisting of product descriptions accompanies by photos of the items

Front 21

Direct Mail

Back 21

a brochure or pamphlet that offers a specific good service at one point in time

Front 22

Telemarketing

Back 22

the use of telephone to sell directly to consumers and business customers

Front 23

Direct-Response Advertising

Back 23

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

Front 24

Direct-Response TV (DRTV)

Back 24

advertising on TV that seeks a direct response, including short commercials of less than two minutes, 30-minutes or longer infomercials, and home shopping networks

Front 25

Informercials

Back 25

half-hour or hour-long commercials that resemble a talk show but actually are sales pitches

Front 26

M-Commerce

Back 26

promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as Smart phones and personal digital assistants (PDAs)