Mktg Ch. 18 Sales Promotion And Personal Selling

Front 1

Consumer Sales Promotion

Back 1

sales promotion activities targeting the ultimate consumer

Front 2

Trade Sales Promotion

Back 2

sales promotion activities targeting a marketing channel member, such as a wholesaler or retailer

Front 3

Coupon

Back 3

a certificate that entitles consumers to an immediate price reduction when they buy the product

Front 4

Rebate

Back 4

a cash refund given for the purchase of a product during a specific period

Front 5

Premium

Back 5

an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product

Front 6

Loyalty Marketing Program

Back 6

a promotional program designed to build long-term, mutually beneficial relationships between a company and its key customers

Front 7

Frequent Buyer Program

Back 7

A loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service

Front 8

Sampling

Back 8

a promotional program that allows the consumer the opportunity to try a product or service for free

Front 9

point-of-purchase display

Back 9

a promotional display set up at the retailer's location to build traffic, advertise the product or induce impulse buying

Front 10

Trade Allowance

Back 10

a price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers

Front 11

Push Money

Back 11

money offered to channel intermediaries to encourage them to push products--- that is, to encourage other members of the channel to sell the products

Front 12

Relationship Selling

Back 12

a sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships

Front 13

Sale process

Back 13

the set of steps a salesperson goes through in a particular organization to sell a particular product or service

Front 14

lead generation

Back 14

identification of those firms and people most likely to buy the seller's offerings

Front 15

referral

Back 15

a recommendation to a sales person from a customer or business associate

Front 16

networking

Back 16

a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in professional and civic organizations

Front 17

cold calling

Back 17

a form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects' needs or financial status

Front 18

lead qualification

Back 18

determination of a sales prospects 1 recognized need, 2 buying power and 3 receptivity and accessibility

Front 19

preapproach

Back 19

a process that describes the homework that must be done by a salesperson before he or she contacts a prospect

Front 20

needs assessment

Back 20

a determination of the customers' specific needs and wants and the range of options the customer has for satisfying them

Front 21

sales proposal

Back 21

a formal written document or professional presentation that outlines how the salespersons' product or service will meet or exceed the prospect's needs

Front 22

sales presentation

Back 22

a formal meeting in which the salesperson presents a sales proposal to a prospective buyer

Front 23

negotiation

Back 23

the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement

Front 24

follow-up

Back 24

the final step of the selling process, in which the salesperson ensures delivery schedules are met, goods or services perform as promised, and the buyers' employees are properly trained to use the products