Chapter 16 Marketing

The selling process

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

Territorial sales force structure

salespeople are assigned to an exclusive geographic territory to sell the company's full line

Consumer Promotion

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

Approach

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

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

Event Marketing

__________ is creating a brand-marketing event or serving as a sole or participating sponsor of events created by others.

Personal Selling

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

Customer sales force structure

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

Closing

sales step in which the salesperson asks the customer for an order

Pre-approach

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

handling objections

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

Presentation step - the personal selling process

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

Sales Promotion

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

Follow - up

the sales step in which a salesperson checks in with the customer after the sale to ensure customer satisfaction and repeat business

Team selling

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

Business Promotion

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

Trade promotion

__________ is 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.

sales force management

Involves analyzing, planning, implementing, and controlling sales force activities

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.

Inside sales force

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