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13 Cards in this Set
- Front
- Back
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The Marketing Concept
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a principle that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired product
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Consultative Selling Era
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late 1960s to early 1970s; mass markets break into target markets; emphasis on need identification; information sharing and negotiation replace manipulation
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Transactional Selling
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process that serves the buyer primarily interested in price and convienience
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Consultative Selling
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process that developed from the marketing concept, emphasizing need identification; customer is a person to be served; two-way communication identifies customer's needs; emphasis on information giving, problem solving, and negotiation; emphasis on service after the sale
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Strategic Selling
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early 1980s; market niches require more planning; equal emphasis on strategy and tactics; product positioning viral
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Partnering Era
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1990 to present; customer, not product, as driving force; emphasis on strategies that create customer value
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Strategic Market Plan
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outlines necessary methods and resources; considers areas to be coordinated; influences the sale of products; serves as guide for strategic selling plan
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Relationship Strategy
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well thought-out plan for establishing, building, and maintaining relationships; must encompass all aspects of selling; primary goal is rapport, trust, and mutual respect that results in long-term relationship
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Product Strategy
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plan that helps salespeople make correct decisions concerning selection and positioning of products to meet consumer needs; begins with thorough product knowledge; sue feature-benefit analysis approach
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Customer Strategy
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plan that results in maximum responsiveness for customers needs; collection and analysis of specific information for each customer; dictated by needs of customer
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Presentation Strategy
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plan that includes: sales presentation objective, presentation plan to meet objectives, renews commitments to provide outstanding customers service; one or more objective for each sales call
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Partnering
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strategically developed, long-term relationship that soles the customers problems; buzzword of 1990s, business reality of 2000s; enhanced with high ethical standards and customer relationship management
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Strategic Alliances
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formed by companies that have similar business interests and gain mutual competitive advantage; goal is to achieve a marketplace advantage by teaming up with another firm; highest form of consultative selling required to build win-win alliances
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