Kotler|Armstrong Principles of Marketing Chapter 16

social selling

The fastest-growing sales trend is the explosion in ______—the use of online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance

promotion clutter

The growing use of sales promotion has resulted in _____. Consumers are increasingly tuning out promotions, weakening their ability to trigger immediate purchase.

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.

Price packs (also called cents-off deals)

_____ offer consumers savings off the regular price of a product.

game

A ______ presents consumers with something every time they buy.

sweepstakes

A _______ calls for consumers to submit their names for a drawing.

contest

A ______calls for consumers to submit an entry to be judged.

Product sales force structure

A sales force organization in which salespeople specialize in selling only a portion of the company's products or lines.

Customer (or market) sales force structure

A sales force organization in which salespoeple specialize in selling only to certain customers of industries.

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.

Event marketing (or event sponsorships)

Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others.; to create their own brand marketing events or serve as sole or participating sponsors of events created by others.

Team selling

Most companies now use ______to service large, complex accounts. Sales teams can unearth problems, solutions, and sales opportunities that no individual salesperson could. Using '' ''' ''' from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts.

Relationship orientation:

Personal Selling and Managing Customer Relationships _____The purpose is to serve the customer over the long haul in a mutually profitable relationship.

Transaction orientation:

Personal Selling and Managing Customer Relationships ________The purpose is to help salespeople close a specific sale with a customer.

Personal selling

Personal presentations by the firm's sales force for the purpose of making sales and building customer relationships; one of the oldest professions in the world.

Selling process

The steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follwo-up.

sales job ; successful salespeople

When recruiting, companies should analyze the ____itself and the characteristics of its most ______to identify the traits needed by a successful salesperson in their industry.

Sampling

_____ is the most effective—but most expensive—way to introduce a new product or to create new excitement for an existing one. (CONSUMER PROMOTION)

Point-of-purchase (POP)

______ promotions include displays and demonstrations that take place at the point of sale.

Complex Sales Force Structures:

______A company often combines several types of sales force structures when it sells a wide variety of products to many types of customers over a broad geographic area.

Contests, sweepstakes, and games

_______. _________, and _______ give consumers the chance to win something.

Workload approach:

________A company first groups accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain them. It then determines the number of salespeople needed to call on each class of accounts the desired number of times.

Conventions and trade shows:

__________ Firms selling to the industry show their products at the trade show.

Advertising specialties, also called promotional products,

__________ are useful articles imprinted with an advertiser's name, logo, or message that are given as gifts to consumers.

Sales force management

is defined as the analysis, planning, implementation, and controlling of sales force activities.

Size; Conditions; Promotion and distribution; Length; Evaluation

Developing the Sales Promotion Program Marketers must decide: 1. ____ of the incentive 2. _____ for participation 3. ____and ____ 4. _______ of the promotion 5. _______

promotion mix

Personal selling is the interpersonal arm of the ____. The role of personal selling varies from company to company

consumer promotions; trade promotions; business promotions; sales force promotions

Sales promotion tools are targeted toward final buyers (_________), retailers and wholesalers (________), business customers (________), and members of the sales force (________)

Consumer promotions

Sales promotion tools used to boost short-term customer buying and involvement or enhance long-term customer relationships.

Business promotions

Sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.

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.

product's position; customer relationships

Sales promotions should help to reinforce the _____and build long-term _________.

Inside sales force

Salespeople who conduct business from their offices via telephone, the Internet, or visits from prospective buyers.

Sales contests:

________Contests for salespeople or dealers to motivate them to increase their sales performance over a given period.

1. Intrinsic motivation 2. Disciplined work style 3. The ability to close a sale 4. The ability to build relationships with customers

The best salespeople possess four key talents: 1. Intrinsic ____ 2. Disciplined _____3. The ability to ______4. The ability to build _______

Closing

The sales step in which a salesperson asks the customer for an order.

Follow-up

The sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business.

Preapproach

The sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call.

Approach

The sales step in which a salesperson meets the customer for the first time.

Prospecting

The sales step in which a salesperson or company identifies qualified potential customers.

Handling objections

The sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying.

Sales quota

A standard that staes the amount a salesperson should sell and how sales should be divided among the company's products.

Salesperson

An individual who represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building.

order taker; order getters

At one extreme, a salesperson might be an _____, such as the department store salesperson standing behind the counter. At the other extreme are _____, whose positions demand creative selling and relationship building for products and services ranging from appliances to industrial equipment

Sales reports; Call reports • Expense reports

Evaluating Salespeople and Sales Force Performance Management sources of salesperson information: • ______ • ________• _______

straight discount; allowance; free goods; push money; and Free specialty advertising items

Manufacturers use several trade promotion tools: • A ____ (also called a price-off, off invoice, or off-list) • An _____ (usually so much off per case) • _____ • Push money • Free _________

Consumer promotions:

Sales promotion objectives vary widely. • ________Urge short-term customer buying or to enhance customer brand involvement. .

Business promotions*

Sales promotion objectives vary widely. • __________ are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople

Sales force*

Sales promotion objectives vary widely. • ______: Get more sales force support for current or new products or getting salespeople to sign up new accounts.

Trade promotions:

Sales promotion objectives vary widely. • _______Get retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space.

Outside sales force (or field sales force)

Salespeople who travel to call on customers in the field.

Product managers face greater pressures to increase heir current sales. 2. The company faces more competition and competing brands are less differentiated. 3. Advertising efficiency has declined. 4. Consumers have become more deal oriented.

Several factors have contributed to the rapid growth of sales promotion: 1. Product managers face greater pressures to ________. 2. The company faces more _____and _____ are less______. 3. Advertising efficiency has _____. 4. Consumers have become more _______.

Sales promotion

Short-term incentives to encourage the purchase or sales of a product or a service.

sales force

The _____ serves as a critical link between a company and its customers. • They represent the company to customers. • They represent customers to the company.

Telemarketers and Internet sellers

__________ use the phone and Internet to find new leads and qualify prospects or to sell and service accounts directly.

Technical sales support

______people provide technical information and answers to customers' questions.

Sales assistants

_____provide administrative backup for outside salespeople

Premiums

____are goods offered either free or at low cost as an incentive to buy a product