chapter 13 marketing
rebates
- like coupons except that the price reduction occurs after the purchase rather than at the retail outlet
approach
- the sales step in which a salesperson meets the customer for the first time
selling process steps (in order)
1. Prospecting 2. Pre-Approach 3. Approach 4. presentation 5. handling objections 6. closing 7. follow-up
sales force management examples
Territorial Sales force structure, Product Sales Force Structure, Customer sales force structure
Sales promotion examples
a freestanding insert in the Sunday newspaper contains a coupon offering $1 off Meow Mix Tender Centers food for your cat
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 sales force structure
a sales force organization in which salesperson specialize in selling only to certain customers or 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
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
sales force management
analyzing, planning, implementing, and controlling sales force activities
Trade shows examples
at this year's international consumer electronics show, 3,100 exhibitors attracted some 156,000 professional visitors
sweepstakes
calls for consumers to submit their names for a drawing
coupons
certificates that save buyers money when the purchase specified products
Trade shows
firms selling to the industry show their products at the trade show. Vendors at these shows receive many benefits, such as opportunities to find anything needed
contests
give consumers the chance to win something, such as cash, trips, or goods, by luck or through extra effort
premiums
goods offered either free or at low cost as an incentive to buy a product, ranging from toys included with kids' products to phone cards and DVDs
samples
offers of a trail amount of a product; most effective - but more expensive - way to introduce a new product or create new excitement for an existing one
salesperson examples
order taker and order gretter
personal selling
personal presentations by the firm's sales force for the purpose of making sales and building customer relationships
Consumer Promotions
sales promotion tools used to boost short-term customer buying and engagement or enhance long-term customer relationships
handling objections
sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying
consumer promotions examples
samples, coupons, rebates, premiums, contests, sweepstakes
Sales promotion
short-term incentives to encourage the purchase or sale of a product or a service
order taker
such as the department store salesperson standing behind the counter
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
pre-approach
the sales step in which a salesperson learns as much as possible about the prospective customer before making sales call
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
Selling process
the steps that salespeople follow when selling, which include prospecting and qualifying, pre-approach, approach, presentation, and demonstration, handling objections, closing, and follow-up
order greeter
whose positions demand creative selling, social selling, and relationship building for products and services ranging from appliances, industrial equipment, and airplanes to insurance and IT services
Prospecting
♣ the sales step in which salesperson or company identifies qualified potential customers
