Mkt 3013 Ch. 14

Front 1

promotions that focus on members of the trade, which include distribution channel members, such as retail salespeople or wholesale distributors, that a firm must work with in order to sell its products

Back 1

trade promotions

Front 2

reimburses the retailer for in store support of the product

Back 2

merchandising allowance

Front 3

a discount to the retailer or wholesaler based on the volume of product ordered

Back 3

case allowance

Front 4

a sales promotion where the manufacturer and the retailer share the cost

Back 4

co op advertising

Front 5

events at which many companies set up elaborate exhibits to show their products, give away samples, distribute product literature, and troll for new business contacts

Back 5

trade shows

Front 6

goodies such as coffee mugs, t shirts etc. given away to build awareness for a sponsor. some freebies are distributed directly to consumers and business customers, others are intended for channel parners such as retailer and vendors

Back 6

promotional products

Front 7

in store displays and signs

Back 7

point of purchase displays POP

Front 8

a bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product

Back 8

push money

Front 9

any direct communication to a consumer or business recipient designed to generate a response in the form of an order, a request for futher info, and or a visit to a store or other place ob business for a purchase of a product

Back 9

direct marketing

Front 10

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

Back 10

catalog

Front 11

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

Back 11

direct mail

Front 12

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

Back 12

telemarketing

Front 13

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

Back 13

direct response advertising

Front 14

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

Back 14

direct response TV DRTV

Front 15

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

Back 15

infomercials

Front 16

promotional and other e commerce activities transmitted over mobile phones and other mobile devices, such as smartphones and personal digital assistants

Back 16

m-commerce

Front 17

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

Back 17

personal selling

Front 18

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

Back 18

order taker

Front 19

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

Back 19

technical specialist

Front 20

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

Back 20

missionary salesperson

Front 21

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

Back 21

new-business salesperson

Front 22

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

Back 22

order getter

Front 23

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

Back 23

team selling

Front 24

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

Back 24

transactional selling

Front 25

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

Back 25

relationship selling

Front 26

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

Back 26

creative selling process

Front 27

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

Back 27

prospecting

Front 28

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

Back 28

preapproach

Front 29

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

Back 29

approach

Front 30

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

Back 30

sales presentation

Front 31

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

Back 31

close

Front 32

activities after the sale that provide important services to customers

Back 32

follow-up

Front 33

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

Back 33

sales management

Front 34

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

Back 34

sales territory