BUS 360: Final Exam

Customers must be assured through adequate guarantees that their purchase will perform as expected.

Assurance

One of the five dimensions of service quality discussed. Good salespeople must care about their customers, their issues, and their problems.

Empathy

The salesperson and support group must have a good understanding of the problems and issues faced by their customers. Otherwise, they cannot give them what they want.

Empathy

The ___________ is the primary enforcement agency for most mass media advertising.

Federal Trade Comision

Salespeople who already have an established relationship with a customer will skip this step; it is not used extensively in retail settings, but it is in B2B situations.

Generate and qualify leads

Used in a promotion to help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand favorably on the basis of the key benefits it provides.

Informational appeals

According to your text, which of the following is a reason why many people enjoy personal selling as a career?

It features variety and flexibility.

Good salespeople tend to look at the bright side of things. This may also help them be resilient.

Optimism

Good salespeople are friendly, sociable, and, in general, like being around people. Customers won't buy from someone they don't like.

Personality

merchandise displays located at the point of purchase, such as at the checkout counter in a supermarket

Point-of-purchase (POP) displays

The salesperson and the supporting organization must deliver the right product or service on time.

Reliability

What are the five service quality dimensions?

Reliability, Responsiveness, Assurance, Empathy, Tangibles

Good salespeople don't easily take no for an answer. They keep coming back until they get a yes.

Resilience

The salesperson and support group must be ready to deal quickly with any issue, question, or problem that may arise.

Responsiveness

As we have already mentioned, salespeople have lots of freedom to spend their days the way they believe will be most productive. But if the salespeople are not self-motivated to get the job done, it probably won't get done.

Self-motivation

Reflect the physical characteristics of the seller's business, such as its website, marketing communications, and delivery materials, which means their influence is subtler than that of the other four service quality dimensions. That doesn't mean it is any less important. Retail customers are generally more pleased with a purchase if it is carefully wrapped in nice paper instead of being haphazardly thrown into a crumpled plastic bag. This offers a signal that the product is of high quality, even though the packaging has nothing to do with the product's actual performance.

Tangibles

If an insurance company encourages its salespeople to intentionally mislead potential customers about damage from flooding due to hurricane damage, who could be susceptible to legal action for the deceptive practice?

The insurance company and the salesperson

a paid form of communication delivered through media from an identifiable source about an organization, product, service, or idea designed to persuade the receiver to take some action now or in the future

advertising

a subsection of the firm's overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful

advertising plan

specifies the timing and duration of advertising

advertising schedule

Equal employment opportunity laws make it unlawful to discriminate against a person in hiring, promotion, or firing because of race, religion, nationality, sex, or

age

According to your text, which of the following may be the most important part of the entire selling process as it allows the salesperson to establish exactly where the customer is in his or her buying process?

at the beginning of the sales presentation

the main text portion of the ad

body copy

a payment made at management's discretion when the salesperson attains certain goals

bonus

Characteristics that identify the sponsor of a specific ad.

brand elements

commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit

cause-related marketing

The _____ step in the selling process is often stressful for salespeople, since one of the possible outcomes is that the salesperson goes away empty-handed.

closing the sell

_____ is a method of prospecting where salespeople telephone or go to see potential customers without appointments.

cold calling

money paid as a percentage of the sales volume or profitability

commision

a brand-sponsored competition that requires some form of skill or effort

contest

Runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising.

continuous (advertising schedule)

offer a discount on the price of specific items when they're purchased

coupons

when two or more firms join to reach a specific target market

cross-promoting

a type of short-term price reduction that can take several forms, such as a featured price, a price lower than the regular price; a certain percentage more free offer contained in larger packaging; or a buy one, get one half off offer

deal

Aims to satisfy consumers' emotional desires rather than their utilitarian needs.

emotional appeal

occurs when corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors

event sponsorship

An advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising.

flighting (advertising schedule)

The _____ offers a prime opportunity for a salesperson to solidify the customer relationship through great service quality.

follow-up

the large type in an ad that is designed to draw attention

headline

Marketing activities that draw the attention of customers through blogs, Twitter, LinkedIn, and other online sources, rather than using more traditional activities that require having to go out to get customers' attention, such as making a sales call.

inbound marketing

To maintain trustworthy customer relationships, companies must take care that they respect the _____ comfort zone—that is, the amount of information a customer feels comfortable providing.

information

a communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase

informative advertising

A type of advertisement that informs, persuades, or reminds consumers about issues related to places, politics, or an industry

institutional advertisements

Most important in dealing with ethical and legal issues between the customer and the salesperson is for sales managers to

lead by example

additional sales caused by the advertising

lift

specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time

loyalty programs

Salespeople who sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer are known as

manufacturer's reps (independent agents)

Channels that are ideal for reaching large numbers of anonymous audience members; include national newspapers, magazines, radio, and television.

mass media

the actual purchase of airtime or print pages

media buy

the combination of the media used and the frequency of advertising in each medium

media mix

the process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience

media planning

Channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interests.

niche media

A salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale is called a(n)

order getter

A(n) _____ is a salesperson whose primary responsibility is to process routine orders, reorders, or rebuys for products.

order taker

_____ is the two-way flow of communication between a buyer or buyers and a seller that is designed to influence the buyer's purchase decision.

personal selling

Communication used to motivate consumers to take action.

persuasive advertising

the evaluation of the campaign's impact after it is has been implemented

post testing

After the salesperson has learned about the customer during the qualification stage, in the _____ step additional research is conducted and plans are made for meeting with the customer.

preapproach

offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing

premium

assessments performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do

pretesting

Inclusion of a product in nontraditional situations, such as in a scene in a movie or television program.

product placement

Used to inform, persuade, or remind consumers about a specific product or service.

product-focused advertisements

When UPS decides to add to its fleet of planes, Boeing's sales team can address technical aspects of its new aircraft as well as assist in the economic justification for the purchase. In this way, Boeing adds value most directly by

providing information and advice.

The organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media.

public relations (PR)

Advertising that focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing

public service advertising (PSA)

the legal exaggeration of praise

puffery

A strategy in which the goal is to get consumers to pull the product through the marketing channel by demanding it.

pull strategy

Combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods.

pulsing (advertising schedule)

Designed to increase demand by motivating sellers—wholesalers, distributors, or salespeople—to highlight the product, rather than the products of competitors, and thereby push the product onto consumers.

push strategies

a particular type of price reduction in which a portion of the purchase price is returned by the seller to the buyer in the form of cash

rebates

a sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties

relationship selling

a communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle

reminder advertising

a fixed sum of money paid at regular intervals

salary

a short-term incentive designed to elicit a specific response from the sales force

sales contest

The planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force is part and parcel of

sales management

Although reservations on the part of the buyer can arise during each stage of the selling process, they are very likely to occur during the

sales presentation

special incentives or excitement-building programs that encourage consumers to purchase a particular product or service, typically used in conjunction with other advertising or personal selling programs

sales promotions

Employees who enhance and help with a firm's overall selling effort, such as by responding to the customer's technical questions or facilitating repairs.

sales support personnel

offers potential customers the opportunity to try a product or service before they make a buying decision

sampling

Combinations of sales specialists whose primary duties are order getting, order taking, or sales support but who work together to service important accounts.

selling teams

the application of marketing principles to a social issue to bring about attitudinal and behavioral change among the general public or a specific population segment

social marketing

An additional smaller headline in an ad that provides a great deal of information through the use of short and simple words.

subhead

A form of sales promotion that offers prizes based on a chance drawing of entrants' names

sweepstakes

A method of prospecting in which salespeople telephone potential customers

telemarketing

includes monitoring key indicators such as daily or weekly sales volume while the advertisement is running to shed light on any problems with the message or the medium

tracking

an event attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry

trade shows

A strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign.

unique selling proposition (USP)