Marketing Ch. 16

Front 1

Advertising

Back 1

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an indentified sponsor.

Front 2

Advertising objective

Back 2

A specific communication task to be accomplished with a specific target audience during a specific period of time.

Front 3

Informative Advertising

Back 3

telling the market about the new product, suggesting new uses for the product, information the market of a price change, explaining how the product works, describing available services, correcting false impressions, reducing consumer's fears, building a company image

Front 4

Persuasive Advertising

Back 4

Building brand preference, encouraging switching to your brand, changing customer's perception of product attributes, persuading customer to purchase now, persuading customer to receive a sales call

Front 5

Reminder Advertising

Back 5

Reminding consumer that the product may be needed in the near future, reminding the consumer where to buy it, keeping it in consumer's mind during off-season, maintaining its top-of-mind awareness.

Front 6

Advertising Agency

Back 6

A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs.

Front 7

Sales promotion

Back 7

Short term incentives to encourage the purchase or sale of a product or service.

Front 8

Sample

Back 8

A small amount of a product offered to consumers for trial.

Front 9

Coupon

Back 9

Certificate that gives buyers a saving when they purchase a specified product.

Front 10

Cash refund offer (rebate)

Back 10

Offer to refund part of the purchase price of a product to consumers who send a "proof of purchase" to the manufacturer.

Front 11

Price pack (cents off deal)

Back 11

Reduced price that is marked by the producer directly on the label or package.

Front 12

Premium

Back 12

Good offered either free or at low cast as an incentive to buy a product.

Front 13

Advertising specialty

Back 13

Useful article imprinted with an advertiser's name, given as a gift to consumers.

Front 14

Patronage reward

Back 14

Cash or other award for the regular use of a certain company's products of services.

Front 15

Point-of-purchase (POP)

Back 15

Display and demonstration that takes place at the point of purchase or sale.

Front 16

Contests, sweepstakes, games

Back 16

Promotional events that give consumers the chance to win something--such as cash, trips, or goods--by luck or through extra effort.

Front 17

Discount

Back 17

A straight reduction in price on purchases during a stated period of time.

Front 18

Allowance

Back 18

Promotional money paid by manufacturers to retailers in return for an agreement to feature the manufacturer's products in some way.

Front 19

Public relations

Back 19

Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Front 20

Salesperson

Back 20

An individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering.

Front 21

Sales force management

Back 21

The analysis, planning, implementation, and control of sales force activities. It includes setting and designing sale force strategy and recruiting, selecting, training, supervising, compensating, and evaluating the firm's salespeople.

Front 22

Territorial sales force structure

Back 22

A sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line.

Front 23

Product sales force structure

Back 23

A sales force organization under which salesperopl specialize in selling only a portion of the company's products or lines.

Front 24

Customer sales force structure

Back 24

A sales force organization under which salespeople specialize in selling only to certain customers or industries.

Front 25

Outside sales force (or field sales force)

Back 25

Outside salespeople who travel to call on customers.

Front 26

Inside sales force

Back 26

Inside salespeople who conduct business from their offices via telephone or visits from prospective buyers.

Front 27

Team selling

Back 27

Using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts.

Front 28

Sales quota

Back 28

A standard that states the amount a salesperson should sell and how sales should be divided among the company's products.

Front 29

Selling process

Back 29

The steps that the salesperson follows when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up.

Front 30

Prospecting

Back 30

The step in the selling process in which the salesperson identifies qualified potential customers.

Front 31

Preapproach

Back 31

The step in the selling process in which the salesperson learns as much as possible about a prospective customer before making a sales call.

Front 32

Approach

Back 32

The step in the selling process in which the salesperson meets the customer for the first time.

Front 33

Presentation

Back 33

The step in the selling process in which the salesperson tells the "product story" to the buyer, highlighting customer benefits.

Front 34

Handling objections

Back 34

The step in the selling process in which the salesperson seeks out, clarifies, and overcomes customer objections to buying.

Front 35

Closing

Back 35

The step in the selling process in which the salesperson asks the customer for an order.

Front 36

Follow-up

Back 36

The last step in the selling process, in which the salesperson follows up after the sale to ensure customer satisfaction and repeat business.

Front 37

Direct marketing

Back 37

Direct communications with carefully targetd individual consumers to obtain an immediate response.