MARK 3336 Test 3 University of Houston Professor Zahn
advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service
State the position of the company on the issue
Used for announcements about what a company is; what it can do, or where it is located
Pioneering Institutional Advertisements
Promote the advantages of one product class over another and are used in markets wheere different product classes compete for the same buyer
Competitive Institutional Advsertisements
Bring the company's name and attention to the target market again
Reminder Institutional Advertisements
These are programs by which a manufacturer pays a percentage of the retailer’s local advertising expense for advertising the manufacturer’s products
Methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost
involves the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.
involves planning the selling program and implementing and evaluating the personal selling effort of the firm.
The practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time .
A salesperson who processes routine orders or reorders for products that were already sold by the company
A salesperson who 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
Sales activities occurring before and after the sale itself, consisting of six stages: (1) prospecting, (2) preapproach, (3) approach, (4) presentation, (5) close, and (6) follow-up .
personal selling process
A need-satisfaction sales presentation style that involves adjusting the presentation to fit the selling situation.
A need-satisfaction sales presentation style that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution.
The practice of using team selling to focus on important customers so as to build mutually beneficial, longterm, cooperative relationships; also called key account management.