Marketing Ch 14

Front 1

Personal selling

Back 1

Occurs when a company representative interacts directly with a prospect or customer to communicate about a good or service
“Personal touch” helps develop relationships
Salespeople are the eyes and ears of the firm
Selling/sales management jobs provide high mobility, especially for college grads with marketing background

Front 2

When Personal selling is more important

Back 2

When a firm uses a push strategy
In business-to-business contexts
With inexperienced consumers who need hands-on assistance
For products bought infrequently
When goods/services are complex or costly

Front 3

technologies help enhance the selling effort

Back 3

Customer relationship management (CRM) software and partner relationship management (PRM)
Teleconferencing, videoconferencing, and improved corporate Web sites
Voice-over Internet protocol
Assorted wireless technologies

Front 4

Transactional selling

Back 4

A form of personal selling that focuses on making an immediate sale with little or no concern for developing long-term customer relationships
Associated with high-pressure, hard sell tactics

Front 5

Relationship selling

Back 5

Process of building long-term customers by developing mutually satisfying, win-win relationships with customers
Builds customer loyalty and satisfaction

Front 6

7 Steps in the Creative Selling Process

Back 6

Step 1: Prospecting and qualifying
Step 2: The preapproach
Step 3: The approach
Step 4: The sales presentation
Step 5: Handling objections
Step 6: Closing the sale
Step 7: The follow-up = Arranging for delivery, payment, and purchase terms

Front 7

Prospecting

Back 7

Developing a list of potential customers

Front 8

Qualifying

Back 8

Determining how likely potential customers are to become customers

Front 9

Sales management

Back 9

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

Front 10

4 step Sales Force Management Process

Back 10

1. Set sales force objectives
2. create a sales force strategy
3. recruit, train, and reward the sales force.
4.Evaluate the sales force.

Front 11

sales force objectives

Back 11

- Objectives state what the sales force is expected to accomplish and when
- May be stated in terms of customer satisfaction, loyalty, retention/turnover, new-customer development, new-product suggestions, training, reporting on competitive activity, community involvement
- Individual objectives may be performance- or behavior-based

Front 12

Creating a sales force strategy

Back 12

Establishing structure and size of a firm’s sales force

Front 13

forms of sales territories

Back 13

Geographic sales force structure
Product-class sales territories
Industry specialization
Key/major accounts

Front 14

Direct marketing

Back 14

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 15

Catalogs

Back 15

Collection of products offered for sale and described in book form, usually consisting of product descriptions and photos

Front 16

Direct mail

Back 16

A brochure/pamphlet offering a specific good/service at one point in time

Front 17

Telemarketing

Back 17

Direct marketing conducted over the telephone
More profitable for business than consumer markets
In 2003, FTC established National Do Not Call Registry

Front 18

Direct-response advertising

Back 18

Allows consumer to respond by immediately contacting the provider with questions or an order
Direct-response TV (DRTV): short commercials, 30-minute-plus infomercials, and home shopping networks

Front 19

M-Commerce

Back 19

Promotional and other e-commerce activities transmitted over mobile phones/devices

Front 20

Spim

Back 20

instant-messaging version of spam

Front 21

Adware

Back 21

software that tracks Web habits/interests, presenting pop-up ads and resetting home page