marketing chapter 14

transactional selling

An approach that focuses on making an immediate sale with little concern for developing a long-term relationship with the customer

lobbying

means talking with and providing information to government officials to persuade them to vote a certain way on pending legislation.

personal selling

occurs when a company representative interacts directly with a customer or prospective customer to communicate about a good or service.

direct mail

A brochure or pamphlet that offers a specific good or service at one point in time

technial specialist

Contributing considerable expertise in the form of product demonstrations, recommendations for complex equipment, and setup of machinery is the role of the __________.

what are input measures

Efforts that go into selling, such as the number and type of sales calls, expense account management, and a variety of nonselling activities

transactional selling

Hard-sell tactics often occur with __________, an approach that focuses on making an immediate sale with little concern for developing a long-term relationship with the customer.

closing

In which of the following does a salesperson review the points of agreement with the customer?

why is the purpose of a location based social network

Integrates sophisticated GPS technology that enables users to alert friends of their exact whereabouts via their mobile phones.

what is social media

Internet-based platforms that allow users to create their own content and share it with others who access these sites

corporate identity

Materials such as logos, brochures, building design, and stationery that communicate an image of the organization are _

first

Prospect and qualify is the __________ step in the creative selling process.

order taker

The __________ is a salesperson whose primary function is to facilitate transactions that the customer initiates.

the closing step of the selling process

The salesperson reviews the points of agreement with the customer.

approach

The step in which a salesperson meets the customer for the first time is the __________ step of the creative selling process.

guerilla marketing

The step in which a salesperson meets the customer for the first time is the __________ step of the creative selling process.

direct mail

What type of direct marketing is a brochure or pamphlet that offers a specific good or service at one point in time?

publicity

Which of the following describes the efforts that go into selling, such as the number and type of sales calls, expense account management, and a variety of nonselling activities?

direct response advertising

Which of the following is a marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product?

direct response advertising

a marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product

The communication function that seeks to build good relationships with an organization's consumers, stockholders, legislators, and other stakeholders in the organization is known as

public relations

in the prospecting and qualifying steps

qualifies a customer on the basis of financial ability, volume of business, special needs, location, and growth possibilities

follow up

the last step in the selling process

the order getter

the salesperson who works to develop long-term relationships with particular customers or to generate new sales

prospect and qualifying

which of the following steps of the selling process does a salesperson qualify a customer on the basis of financial ability, volume of business, special needs, location, and growth possibilities?

the order taker is a salesperson that

whose primary function is to facilitate transactions that the customer initiates