Upgrade to remove ads
Only $2.99/month

Marketing 2018 Pride Ferrell Ch. 18

Terms in this set (38)

Personal selling
paid personal communication that attempts to inform customers and persuade the to buy products in an exchange situation
Prospecting
developing a list of potential customers
Approach
the manner in which a salesperson contacts a potential customer
Closing
the stage in the selling process when the salesperson asks the prospect to buy the product
Support personnel
sales staff members who facilitate selling but usually are not involved solely with making sales
Missionary salespeople
support salespeople, usually employed by a manufacturer, who assist the producer's customers in selling to their own customers
Trade salespeople
salespersons involved mainly in helping a producer's customers promote a product
Technical salespeople
support salespersons who give technical assistance to a firm's current customers
Team selling
the use of a team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process
Relationship selling
the building of mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time
Recruiting
Developing a list of qualified applicants for sales positions
Straight salary compensation plan
paying salespeople a specific amount per time period, regardless of selling effort
Straight commission compensation plan
paying salespeople according to the amount of their sales in a given time period
Combination compensation plan
paying salespeople a fixed salary plus a commission based on sales volume
Sales promotion
an activity and/or material meant to induce resellers or salespeople to sell a product or consumers to buy it
Consumer sales promotion methods
ways of encouraging consumers to patronize specific stores or try particular products
Coupons
written price reductions used to encourage consumers to buy a specific product
Cents-off offer
a promotion that lets buyers pay less than the regular price to encourage purchase
Money refunds
a sales promotion technique offering consumers money when they mail in a proof of purchase, usually for multiple product purchases
Rebates
a sales promotion technique whereby a customer is sent a specific amount of money for purchasing a single product
Point-of-purchase (P-O-P) materials
signs, window displays, display racks, and similar means used to attract customers
Demonstrations
a sales promotion method manufacturers use temporarily to encourage trial use and purchase of a product or to show how a product works
Free samples
samples of a product given out to encourage trial and purchase
Premiums
items offered free or at a minimal cost as a bonus for purchasing a product
Consumer contests
Sales promotion methods in which individuals compete for prizes based on analytical or creative skills
Consumer games
sales promotion method in which individuals compete for prizes based primarily on chance
Consumer sweepstakes
sales promotion in which entrants submit their names for inclusion in a drawing for prizes
Trade sales promotion methods
ways of persuading wholesalers and retailers to carry a producer's products and market them aggressively
Buying allowance
a temporary price reduction to resellers for purchasing specified quantities of a product
Buy-back allowance
a sum of money given to a reseller for each unit bought after an initial promotion deal is over
Scan-back allowance
a manufacturer's reward to retailers based on the number of pieces scanned
Merchandise allowance
a manufacturer's agreement to pay resellers certain amounts of money for providing special promotional efforts
Cooperative advertising
an arrangement in which a manufacturer agrees to pay a certain amount of a retailer's media cost for advertising the manufacturer's products
Dealer listing
advertisements that promote a product and identify the names of participating retailers that sell the product
Free merchandise
a manufacturer's reward given to resellers for purchasing a stated quantity of products
Dealer loader
a gift, often part of a display, given to a retailer purchasing a specified quantity of merchandise
Premium money (or push money)
extra compensation to salespeople for pushing a line of goods
Sales contest
a promotion method used to motivate distributors, retailers, and sales personnel through recognition of outstanding achievements
THIS SET IS OFTEN IN FOLDERS WITH...