Ch. 18 Marketing

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Ch. 18 Marketing
2011-05-01 19:49:11

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  1. a form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects’ needs or financial status
    cold calling
  2. sales promotion activities targeting the ultimate consumer
    consumer sales promotion
  3. a certificate that entitles consumers to an immediate price reduction when they buy the product
  4. the final step of the selling process, in which the salesperson ensures that delivery schedules are met, that the goods or services perform as promised, and that the buyers’ employees are properly trained to use the products
  5. a loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service
    frequent buyer program
  6. identification of those firms and people most likely to buy the seller’s offerings
    lead generating (prospecting)
  7. determination of a sales prospect’s (1) recognized need, (2) buying power, and (3) receptivity and accessibility
    lead qualification
  8. a promotional program designed to build long–term, mutually beneficial relationships between a company and its key customers
    loyalty marketing program
  9. a determination of the customer’s specific needs and wants and the range of options the customer has for satisfying them
    needs assesment
  10. the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement
  11. a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in professional and civic organizations
  12. a promotional display set up at the retailer’s location to build traffic, advertise the product, or induce impulse buying
    point-of-purchase (POP) display
  13. a process that describes the “homework” that must be done by a salesperson before he or she contacts a prospect
  14. an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product
  15. money offered to channel intermediaries to encourage them to “push” products—that is, to encourage other members of the channel to sell the products
    push money
  16. a cash refund given for the purchase of a product during a specific period
  17. a recommendation to a salesperson from a customer or business associate
  18. a sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long–term satisfaction through mutually beneficial partnerships
    relationship selling(consultative selling)
  19. a formal meeting in which the salesperson presents a sales proposal to a prospective buyer
    sales presentation
  20. the set of steps a salesperson goes through in a particular organization to sell a particular product or service
    sales process (sales cycle)
  21. a formal written document or professional presentation that outlines how the salesperson’s product or service will meet or exceed the prospect’s needs
    sales proposal
  22. a promotional program that allows the consumer the opportunity to try a product or service for free
  23. a price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers
    trade allowance
  24. sales promotion activities targeting a marketing channel member, such as a wholesaler or retailer
    trade sales promotion