principles of marketing chapter 13

samples

________ are offers of a trial amount of a product, the most effective but most expensive way to introduce a new product or create new excitement for an existing one

salesperson

________ is an individual who represents a company by performing one or more activities (prospecting, communicating, selling, etc.)

business

________ promotions are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople

total

________ promotions can persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers

inside

________ sales force, they conduct business from their offices via telephone, online and social media interactions, or visits from buyers

consumer

_________ promotions are used to urge short-term customer buying or boost customer brand engagement

rebates (cash refunds)

__________ are like coupons expect that the price reduction occurs after the purchase rather than at the retail outlet

positive; hidden; clarify; opportunities; reasons

in handling objections, the sales person should use a _______ approach, seek out _______ objections, ask the buyer to _______ any objections, take objections as ________ to provide more information, and turn the objections into ________ for buying

strategy; structure; recruiting; training; compensating; supervising; evaluating

major steps in sales force management: designing sales force _______ and ______, _______ and selecting salespeople, ________ salespeople, ________ salespeople, ________ salespeople, and ________ salespeople

climate; quotas; incentives

management can boost sales force morale and performance through its organizational _______, sales _______, and positive _______

sales reports

management gets information about its salespeople in several ways, the most important source is _______ ________

retailers; wholesalers

manufacturers direct more sales promotion dollars toward _______ and _______ than to final consumers

efficiency; short-run; competition; thrift-oriented

many factors have contributed to the rapid growth of sales promotion: advertising ______ has declined, product managers view promotion as an effective ____-_____ sales tool, the company faces more _________, and competitors are using sales promotion to help differentiate their offers, sales promotions can help attract today's more _____-_______ customers

incentive; participation; promote; distribute; length; evaluate

marketers must make several decisions in designing the full sales promotion program: determine the size of the ______, set conditions for ______, determine how to ______ and _______ the promotion program, set the _____ of the promotion, and _______ the promotion

owned loyalty

salesperson- _______ ______ lends even more importance to the salesperson's customer-relationship-building abilities

executive; marketing; sales

to bring marketing and sales functions closer together, a company can appoint high-level marketing ________ to oversee both ________ and _________

objectives; reward

to bring marketing and sales functions closer together, a company can create joint _______ and ______ systems

closing

the sixth step in the selling process is _______ (asking for the order)

approach

the third step in the selling process is ________

compensation plan

to attract good salespeople, a company must have an appealing _______ ______

contests, sweepstakes, games

_____ ______ and ________ give consumers the chance to win something, such as cash trips, or goods, by luck or through extra effort

free good

_____ ______ are extra cases of merchandise, to resellers who buy a certain quantity or who feature a certain flavor or size

call plan

_____ ______ shows which customers and prospects to call on and which activities to carry out

point-of-purchase

_____-____-______ include displays and demonstrations that take place at the point of sale

time and duty

______ ____ ______ analysis is time spent selling, time traveling, waiting, taking breaks, and doing administrative chores

push money

______ _____ are cash or gifts to dealers or their sales forces to push the manufacturers goods

sales force management

______ ______ ______ is defined as analyzing, planning, implementing, and controlling sales force activities

sales quotas

______ ______ is a standard that states the amount a salesperson should sell and how sales should be divided amount the company's products

price packs

______ _______ (cents-off deals), offer consumers savings off the regular price of a product

super salespeople

______ _______ are motivated from within, they have an unrelenting drive to excel, they have a desire to provide service and build relationships with a disciplined work style

organizational climate

______ _______ describes the feeling that salespeople have about their opportunities, value, and rewards for good performance

sales promotion

______ ________ consists of short-term incentives to encourage the purchase or sale of a product or service

event marketing

______ ________ firms can create their own brand-marketing events or serve as sole or participating sponsors of events created by others

fixed

______ amount, usually a salary, gives the salesperson some stable income

product

______ sales force structure, salespeople specialize in selling only a portion of the company's products or lines

virtual instructor-led training (VILT)

_______ _____ ____ _______, a small group of salespeople at remote locations logs on to a web conferencing site, where a sales instructor leads trading sessions using online video, audio, and interactive learning tools

personal selling

_______ _______ involves personal presentations by the firm's sales force for the purpose of engaging customers, making sales, and building customer relationships

trade

_______ promotions include getting retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space

outside; field

_______ sales force (_____ sales force), travel to call on customers in the field

customer

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

territorial

_______ sales force structure refers to a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line

integrated marketing communications

________ ______ _______ refers to carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its brands

advertising specialties

________ _______ (promotional products), are useful articles imprinted with an advertiser's name, logo, or message that are given as gifts to consumers

value selling

________ ________ is demonstrating and delivering superior customer value and capturing a return on that value is fair for both the customer and company

variable

________ amount, might be commissions or bonuses based on sales performance, rewards the salesperson for greater effort and success

coupons

________ are certificates that save buyers money when they purchase specified products

premiums

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

conventions; trade; contests

business promotions include many of the same tools used for consumer or trade promotions, but also include _______ and ______ shows and sales _______

salary; commission; bonus; commission

combinations of fixed and variable compensation give rise to 4 basic compensation plans: straight _______, straight _______, salary plus _______, salary plus _______

fixed; variable; expenses; fringe

compensation consists of 4 elements: _______ amounts, _______ amounts, _______, and ______ benefits

samples; coupons; rebates; price packs; premiums

customer promotion tools are ______, ______, ______, ______ ________, and ______

meet; greet

during the approach step, the salesperson should know how to ______ and _______ the buyer and get the relationship off to a good start

value story

during the presentation and demonstration step of the selling process, the salesperson tells the "_______ _______" to the buyer, demonstrating how the company's offer solves the customer's problems

customers; relationships; effectively; objectives; organization; competitors

goals of training are to teach sales people: about ________ and how to build _______, how to sell ________, and about the company's _______, ________, products, and the strategies of _________

prospective customer

preamp-roach refers to a salesperson learning as much as possible about a _______ ______ before making a sales call

appreciate; respond

prospecting and qualifying is identifying qualified potential customers, they want to call on those who are most likely to _______ and _______ to the company's value proposition

automation

sales force _______ systems, computerized, digitized sales force operations that let salespeople work more effectively anytime, anywhere

customer success platform; supercharge

salesforce's cloud-based "_______ ______ _______" provides a wide array of customer relationship management tools that help its customer "_________ their sales"

listen; customer need; organize

salespeople ________ to their customers, assess _______ ______, and ________ the company's efforts to solve customer problems

handling objections

the fifth step of the selling process is ______ _______

prospecting; qualifying

the first step in the selling process is _______ and _________

presentation; demonstration

the fourth step of the selling process is _______ and _______

energetically; goals

the goal of motivation is to encourage salespeople to work hard and _________ toward sales force ________

smart

the goal of supervision is to help salespeople work _______ by doing the right things in the right ways

company; customers

the sales force serves as a critical link between a ______ and its ________

preapproach

the second step in the selling process is ________

follow-up

the seventh step in the selling process is ________ (ensuring satisfaction)

communications; meetings; channels

to bring marketing and sales functions closer together, a company can increase ________ between the two groups by arranging joint ________ and spelling out communications -______

contests; displays; discounts; allowances; free; push; advertising

trade promotion tools include: _______, premiums, _______, _____, _______, _____ goods, ____ money, and specialty ______ items

listening; understanding; coordinating

value selling requires ________ to customers, __________ their needs, and carefully ________ the whole company's efforts to create lasting relationships based on customer value

sales job; characteristics

when recruiting, a company should analyze the _____ ______ itself and the ______ of its most successful sales people to identify the traits needed by a successful salesperson in their industry

price cuts; value

with value selling, sales management's challenge is to transform salespeople from customer advocates for _____ _____ into company advocates for _______