Marketing Chapter 13 key terms

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tmoy4565
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250511
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Marketing Chapter 13 key terms
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2013-12-03 20:33:41
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Marketing Exam3
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Marketing chapter 13 key terms
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  1. Personal selling
    Personal presentations by the firm's sales force for the purpose of making sales and building customer relationships.
  2. Salesperson
    An individual representing a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building.
  3. Sales force management
    Analyzing, planning, implementing, and controlling sales force activities.
  4. Territorial sales force structure
    A sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line.
  5. Product sales force structure
    A sales force organization in which salespeople specialize in selling only a portion of the company's products or lines.
  6. Customer (or market) sales force structure
    A sales force organization in which salespeople specialize in selling only to certain customers or industries.
  7. Outside sales force (or field sales force)
    Salespeople who travel to call on customers in the field.
  8. Inside sales force
    Salespeople who conduct business from their offices via telephone, the internet, or visits from prospective buyers.
  9. Selling process
    The steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up.
  10. Prospecting
    The sales step in which a salesperson or company identifies qualified potential customers.
  11. Preapproach
    The sales step in which a salesperson learns as much as possible about a prospecting customer before making a sales call.
  12. Approach
    The sales step in which a salesperson meets the customer for the first time.
  13. Presentation
    The sales step in which a salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems.
  14. Handling objections
    The sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying.
  15. Closing
    The sales step in which a salesperson asks the customer for an order.
  16. Follow-up
    The sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business.
  17. Sales promotion
    Short-term incentives to encourage the purchase or sales of a product or service.
  18. Consumer promotions
    Sales promotion tools used to boost short-term customer buying and involvement or enhance long-term customer relationships.
  19. Trade promotions
    Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers.
  20. Business promotions
    Sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.

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