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59 Cards in this Set
- Front
- Back
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Pros and cons of personal selling are?
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Pros
• Two way interaction with prospect • Message can be tailored to recipient • Most effective in obtaining sales and gaining satisfied customers • Source of research information Cons • Messages may be inconsistent • Possible management-sales force conflict • Cost is often extremely high • The reach may be very limited. |
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What are the forms of sales
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Order taker
Order Getter Team Selling |
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Order Taker
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process routine orders or reorders for products that were already sold by the company
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Order Getter
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sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers’ use of a product or service.
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Team Selling
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the practice of using an entire team of professionals in selling to and servicing major customers.
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You know the selling steps?
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Prospecting
Preapproach Approach Presentation Close Follow-up |
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Prospecting
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search for and qualify prospects, start of the selling process, prospects produced through advertising, referrals, and cold canvassing
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Preapproach
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gather information and decide how to approach the prospect, information sources include personal observation, other customers, and own salespeople.
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Approach
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gain prospects attention, stimulate interest, make transition to the presentation, first impression is critical, gain attention and interest through reference to common acquaintances, a referral, or product demonstration.
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Presentation
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begin converting a prospect into a customer by creating a desire for the product or service. Different presentation formats are possible, involving the customer in the product or service through attention to particular needs is critical, important to deal professionally and ethically with prospect skepticism, indifference, or objections.
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Close
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obtain a purchase commitment from the prospect and create a customer, salesperson asks for the purchase, different approaches include the trial close and assumptive close.
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Follow-Up
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Ensure that the customer is satisfied with the product or service, resolve any problems faced by the customer to ensure customer satisfaction and future sales possibilities.
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What are the selling presentation approaches?
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Stimulus-Response Format
Formula Selling Format Need-Satisfaction Format |
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Stimulus-Response Format
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assumes that given the appropriate stimulus by the salesperson, the prospect will buy.
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Formula Selling-Format
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consists of information which must be provided in an accurate, thorough, and step-by-step manner to inform the prospect.
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Need-Satisfaction Format
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emphasizes probing and listening by the salesperson to identify needs and interest of prospective buyers.
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What is sales management?
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• Consists of planning the selling program and implementing and controlling the personal selling effort of the firm
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Communication Model
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the concept of designing marketing communications programs that coordinate all promotional activities- to provide a consistent message across all audiences.
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What types of advertising are there?
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Pioneer
Competitive Comparative |
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Pioneer Advertising
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promotes primary demand ex: beef its what for dinner, got Milk? Pork the other white meat
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Competitive advertising
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used to build selective demand and it usually focuses on a specific brand’s special values and features. Ex: use Tylenol for headaches.
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Comparative advertising
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competitors are presented in the advertising to illustrate how their products compare unfavorably with the advertiser’s product. ex: bayer is better than Tylenol
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What types of advertising appeals are there?
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Profit motive
Concern for health Love or Romance/Sex Fear Admiration/hero worship convenience appeal fun and pleasure vanity and egotism |
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Profit motive
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the product saves the consumer money, keeps them from losing money or makes them money.
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concern for health
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use this product and it will make you feel good and healthy
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Love or romance/sex
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Sex appeals are the most common approaches and range from subtle hints to blatant displays of skin.
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Fear
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scare you in to buying something- communicate the message that unfortunate circumstances will result if the consumer fails to use a particular good, service or idea. May center around social embarrassment, growing old, or losing one’s health. Most effective when threat is moderate solution to problem is presented and the source is highly credible.
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admiration/ hero worship
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often involves the use celebrity
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convenience
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this good or service will make things easier for you.
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fun and pleasure
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often used to advertise vacations, beer, amusement parks, and more.
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vanity and egotism
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focus is on the desire of the target market for status.
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Sources characteristics?
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• A source is an individual or character who is delivering a message.
• Source congruity refers to the extent to which a spokesperson who endorses a brand has characteristics that matches the brand attributes. |
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Television
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• Pros- reaches extremely large audience, uses picture, print, sound, and motion for effect, can target specific audiences.
• Cons- high cost to prepare and run ads, short exposure time and perishable message, difficult to convey complex information. |
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Radio
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• Pros- low cost, can target specific local audiences, ads can be placed quickly, can use sound, humor, and intimacy effectively.
• Cons- no visual element, short exposure time and perishable message, difficult to convey complex information. |
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Magazine
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• Pros- can target specific audiences, high-quality color, long life of ad, ads can clipped and saved, can convey complex information.
• Cons- long time needed to place ad, relatively high cost, competes for attention with other magazine features. |
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Newspapers
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• Pros- excellent coverage of local markets, ads can be placed and changed quickly, ads can be saved, quicker consumer response, low cost.
• Cons- ads compete for attention with other newspaper features, short life span, poor color. |
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Outdoor
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• Pros- low cost, local market focus, high visibility, opportunity for repeat exposures.
• Cons- message must be short and simple, low selectivity of audience, criticized as a traffic hazard. |
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Internet
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• Pros- video and audio capabilities, animation can capture attention, ads can be interactive and link to advertiser.
• Cons- animation and interactivity require large files and more time to load, effectiveness is still uncertain. |
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Yellow Pages
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• Pros-excellent coverage of geographic segments, long use period, available 24 hours/ 365 days.
• Cons- proliferation of competitive directories in many markets, difficult to keep up-to-date. |
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Sales promotions for consumers
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coupons
deals premiums contests sweepstakes samples loyalty programs point of purchase displays rebates |
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coupons
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• Objectives- stimulate demand
• Pros- encourage retailer support • Cons- consumer delay purchases |
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Deals
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• Objectives- increase trial, retaliate against competitor’s actions
• Pros- reduce consumer risk • Cons- consumers delay purchases, reduce perceived product value. |
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Premiums
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• Objectives- build goodwill
• Pros- consumers like free or reduced-price merchandise • Cons- consumers buy for premium, not product. |
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Sweepstakes
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• Objective- encourage present customers to buy more, minimize brand switching.
• Pros- get customers to use product and store more often • Cons- sales drop after sweepstakes |
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Samples
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• Objective- encourage new product trial
• Pros- low risk for consumer • Cons- high cost for customer |
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Loyalty programs
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• Objective- encourage repeat purchases
• Pros- help create loyalty • Cons- high cost for company |
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Point of Purchase Displays
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• Objectives- increase product trial, provide in-store support for other promotions
• Pros- provide good product visibility • Cons- hard to get retailer to allocate high-traffic space |
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Rebates
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• Objectives- Encourage customers to purchase, stop sales decline
• Pros- effective at stimulating demand • Cons- easily copied, steal sales from future, reduce perceived product value. |
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Types of direct marketing
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direct mail
catalogs outbound telephone inbound telephone kiosk digital direct marketing |
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direct mail
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Junk mail image, cost is increasing, considered intrusion on privacy.
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catalogs
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viewed as low-pressure sales tactics, saved for a longer period of time, passed along to others or viewed by others, key is the use of enhanced database and targeting of catalogs
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Outbound telephone marketing
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sells directly to consumers and businesses
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inbound telephone marketing
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uses toll-free numbers to receive orders from television and print ads, direct mail, and catalogs.
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Digital direct marketing technologies
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mobile phone marketing, podcasts, vodcasts, and interactive TV.
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PR tools
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•Press releases
•Interviews and press conferences •Company newsletters/reports •Community involvement •Sponsored events |
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Ethics is
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The moral principles and values that govern the actions and decisions of a individual or group.
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The consumer bill of rights
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1962- is a law that codified the ethics of exchange between buyers and sellers.
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What is being socially responsible
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The idea that organizations are part of a larger society and are accountable to that society for their actions.
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The pyramid of corporate social responsibility
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•Philanthropic Responsibilities
–Be a good Corporate Citizen –Contribute resources to the community –Improve quality of life •Ethical Responsibilities –Obligation to do what is right, just, and fair –Avoid harm •Legal Responsibilities –Obey the law –Play by the rules of the game •Economic Responsibilities –Be profitable –The foundation upon which all others rest |
