Terms in this set (42)
an important part of marketing that relies heavily on interpersonal interactions between buyers and sellers to initiate, develop, and enhance customer relationships.
a form of personal selling requiring that salespeople earn customer trust and that their selling strategy meets customer needs and contributes to the creation, communication, and delivery of customer value.
the customer's perception of what they get in exchange for what they have to give up.
selling skills, finding prospects, making sales presentations.
focus: the salesperson and the firm
outcomes: closed sales, order volume
role: make calls, and close sales
communication: one-way, push products
follow-up: little to none; move customer to customer.
selling skills, listening and questioning, creating solutions
focus: the customer and the customer's customers.
outcomes: trust, joint planning, mutual benefits, enhance profits.
role: business consultant, long-term ally
communication: two-way collaborative, strive for dialogue
follow-up: continued, ensure customer satisfaction, add customer value.
the series of conversations between buyers and sellers that take place over time in an attempt to build relationships.
a customer-oriented approach that uses truthful, nonmanipulative tactics to satisfy the long-term needs of both the customer and the selling firm.
something that stimulates or incites activity in the economy.
diffusion of innovation
the process whereby new products, services, and ideas are distributed to the members of society.
a role fulfilled by a salesperson that brings in revenue or income to a firm or company.
the ability of salesperson to alter their sales messages and behaviors during a sales presentation or as they encounter different sales situations and different customers.
stimulus response selling
an approach to selling where the key idea is that various stimuli can elicit predictable responses from customers.
a method in which a series of questions or statements furnished by the salesperson is designed to condition the prospective buyer to answering "yes" until it is hope he or she will be inclined to say "yes" to the sale.
mental states selling
an approach to personal selling that assumes that the buying process for most buyers is essentially identical and that buyers can be lead through certain mental states in the buying process.
need satisfaction selling
based on the notion that the customer is buying to satisfy a particular need or set of needs.
an extension of need satisfaction selling that goes beyond identifying needs to developing alternative solutions for satisfying these needs.
the process of helping customers reach their strategic goals by using products, services, and expertise of the sales organization.
a series of interested steps beginning with locating qualified prospective customers. From there, the salesperson plans the sales presentation, makes an appointment to see the customer, completes the sale, performs postsale activities.
a category of sales support personnel who are not typically involved in the direct solicitation of purchase orders.
a category of sales support personnel in the pharmaceutical industry.
constantly involved with new products, new customers, or both.
hunters, salespeople who actively seek orders, usually in a highly competitive environment.
farmers, salespeople frequently work wholesalers and not involved in creative selling.
the extent of the buyer's confidence that he or she can rely on the salesperson's integrity.
the ability, knowledge, and resources to meet customer expectations.
predictability of a person's actions.
the act of salesperson placing as much emphasis on the customer's interests as their own.
the right and wrong conduct of individuals and institutions of which they are a part.
Take advantage of the poor or uneducated
Show concern for their own interest
Sell dangerous products
Exaggerated benefits of products
lie about competitors
deceptive practices, illegal activities, non-customer oriented behavior
the two types of markets.
a market in which consumers purchase goods and services for their use or consumption.
a market composed of firms, institutions, and governments who acquire goods and services to use as inputs into their own manufacturing process, for use in their day-to-day operations, or for resale to their own customers.
functional, knowledge, social
The most important needs.
when demand increases in the consumer market, the business market reacts by accelerating the buildup of inventories and increasing plant capacity.
(1) recognition of the problem or need
(2) determination of the item and the quantity needed.
(3) description of the item and the quantity needed
(4) search for and qualification of potential sources.
(5) acquisition and analysis of proposals.
(6) evaluation of proposals and selection of suppliers.
(7) selection of an order routine
(8) performance feedback and evaluation.
types of needs
a procedure for evaluating suppliers and products that incorporates weighed averages across desired characteristics.