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10 Cards in this Set
- Front
- Back
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Interpersonal communication process in which a seller uncovers and satisfies the needs of a buyer to the mutual, long-term benefit of both parties
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personal selling
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process of making the customer the center of everything that the selling firm does
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customer-centric
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a phrase that highlights the fact that customers expect a selling firm to be available 24 hours a day, 7 days a week
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24/7 service
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the total benefit that the seller's products and services provide to the buyer. Also, the customer's perceived benefit received minus the selling price and minus the costs and hassles of buying
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value
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a written statement that clearly states how purchasing your product or service can help add shareholder value. The way in which your product will meet the prospect's needs and how that is different from the offerings of competitors.
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value proposition
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The various options that firms have to sell their products. Examples include the Internet, franchises, telemarketers, agents, value added resellers, field salespeople, and so on
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go-to-market strategies
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The sum of the customer's purchases over its entire life
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lifetime customer value
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Firms whose go-to-market strategy relies heavily on salespeople
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sales-force intensive organizations
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The process of a firm using various go-to-market strategies at the same time
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multichannel strategy
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Coordinated communications programs that exploit the strengths of various communication vehicles to maximize the total impact on customers
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integrated marketing communications
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