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34 Cards in this Set
- Front
- Back
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trade promotions
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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 produts
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merchandising allowance
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reimburses the retailer for in-store support of the product
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case allowance
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a discount to the retailer or wholesaler based on the volume of the product ordered
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co-op advertising
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a sales promotion where the manufacturer and the retailer share the cost
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trade shows
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events at which many companies set up elaborate exhibits to show their products, give away samples, distribute product literature, and roll for new business contacts.
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promotional products
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goodies such as coffee mugs, t-shirts, and magnets given away to build awareness for a sponsor. Some freebies are distributed directly to consumers and business customers; others are intended for channel partners such as retailers and vendors
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point-of-purchase (POP) displays
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in-store displays and signs
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push money
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a bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product
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direct marketing
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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
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catalog
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a collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items
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direct mail
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a brochure or pamphlet that offers a specific good or service at one point in time
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telemarketing
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the use of the telephone to sell directly to consumers and business customers
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direct-response advertising
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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
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direct-response TV (DRTV)
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advertising on TV that seeks a direct response, including short commercials of less that two minutes, 30-minute or longer infomercials, and home shopping networks
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infomercials
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half-hour or hour-long commercials that resemble a talk show but actually are sales pitches
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m-commerce
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promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as smartphones and personal digital assistants (PDAs)
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personal selling
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marketing communication by which a company representative interacts directly with a customer or prospective customer to communicate about a good or service
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order taker
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a salesperson whose primary function is to facilitate transactions that the customer initiates
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technical specialist
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a sales support person with a high level of technical expertise who assists in product demonstrations
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missionary salesperson
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a salesperson who promotes the firm and tries to stimulate demand for a product but does not actually complete a sale
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new-business salesperson
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the person responsible for finding new customers and calling on them to present the company's products
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order getter
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a salesperson who works to develop long-term relationships with particular customers or to generate new sales
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team selling
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the sales function when handled by a team that may consist of a salesperson, a technical specialist, and others.
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transactional selling
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a form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer
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relationship selling
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a form of personal selling that involves securing, developing, and maintaining long-term relationships with profitable customers
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creative selling process
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the process of seeking out potential customers, analyzing needs, determining how product attributes might provide benefits for the customer, and then communicating that information
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prospecting
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a part of the selling process that includes identifying and developing a list of potential or prospective customers
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preapproach
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a part of the selling process that includes developing information about prospective customers and planning the sales interview
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approach
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the first step of the actual sales presentation in which the salesperson tries to learn more about the customer's need, create a good impression, and build rapport.
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sales presentation
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the part of the selling process in which the salesperson directly communicates the value proposition to the customer and invites two-way communication
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close
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the stage of the selling process in which the salesperson actually asks the customer to buy the product
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follow-up
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activities after the sale that provide important services to customers
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sales management
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the process of planning, implementing, and controlling the personal selling function of an organization
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sales territory
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a set of customers, often defined by geographic boundaries, for whom a particular salesperson is responsible
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