CHAPTER 16

Event marketing

Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others

Approach

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

Handling objections

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

Sales promotion

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

Personal selling

presentations by the firm's sales force for the purpose of making sales and building customer relationships

Team selling

uses people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts

Customer sales force structure

__________ refers to a sales force organization in which salespeople specialize in selling only to certain customers or industries.

the presentation step of the personal selling process

A salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems

Territorial sales force structure

Which of the following assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line?

Sales force management

__________ involves analyzing, planning, implementing, and controlling sales force activities.

Consumer promotion

__________ is a sales promotion tool used to boost short-term customer buying and involvement or enhance long-term customer relationships.

Closing

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

Business promotion

is a sales promotion tool used to generate business leads, stimulate purchases, reward customers, and motivate salespeople

The selling process can best be described as __________.

prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up

Product sales force structure

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

An inside sales force

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

Follow-up

step in which a salesperson checks in with the customer 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

A salesperson

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

Trade promotion

a sales promotion tool used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to customers

Trade Show

exhibitors gain a number of benefits such as: new sales leads, contact with customers, educate customers about products, and reach prospects not covered by sales force