Chapter 17 P.O.M.

Feature

A description of a product characteristic.

The mental stages of consumer decision making are represented by the acronym.............

AIDCA

The letters that summarize the correct order of the mental stages of a customer decision are..........

AIDCA...... Attention, Interest, Desire, Conviction, and Action.

The first contact with a customer when the salesperson gets the customers attention and creates interest in the product is the_____________

Approach

With ______________, a salesperson contacts a large number of people who are conveniently located without knowing a great deal about each person contacted.

Cold Calling

selling

Direct, personal communications with prospective customers in order to assess needs an satisfy those needs with appropriate products and services.

True or False: Sales people who work for a company that believes in the marketing concept will not need to gather information because detailed target market information is already available.

False

True or False: The selling process needs to be viewed as a contest between the customer and the salesperson to see who can negotiate the best deal.

False

True or false: Cold calling is usually a cost- and time-effective method of finding sales leads.

False

True or false: Successful salespeople are often lacking in self-discipline and self-management skills, but they succeed because they are very outgoing.

False

A ___________ is a description of a product characteristic, and a ____________ is the resulting advantage provided to the customer.

Feature and Benefit

personal selling is_______________ in that a salesperson can provide additional information or move on to another topic depending on a customers reaction to the sales presentation.

Flexible

Which of the following is true about the use of personal selling in the marketing mix?

It should be used when customers have a long or complicated decision making process.

The characteristics of a qualified prospective customer include all of the following except...........

None. A need for the product, the resources to make a purchase, and and the authority to make a decision are all characteristics.

Which of the following is not a characteristic of an effective product demonstration?

None. What you should do is show what it can do, its purpose, its benefits, and how you use it and always let the customer ask questions.

Approach

The first contact with the customer when the salesperson gets the customer's attention and creates interest in the product.

Close

The step in the sales process when the customer makes a decision to purchase.

True or False: An advantage of personal selling over advertising is that it can provide more information than the typical advertisement.

True

True or False: Personal selling generally has a higher cost per customer than other methods of promoting a product or service.

True

True or False: The larger and more diverse the audience, the less specific and individualized the promotional messages can be.

True

True or false: For selling to be effective, the salesperson must receive support from many parts of the business, including other marketing personnel.

True

Demonstration

A personalized presentation of the features of the product in a way that emphasizes the benefits and value to the customer.

Cold Calling

A salesperson contacts a large number of people who are conveniently located without knowing a great deal about each person contacted.

Qualifying

Gathering information to determine which people are most likely to buy.

Preapproach

Gathering preliminary information and preparing a preliminary sales presentation for a customer.

Follow Up

Making contact with the customer after the sale to ensure satisfaction.

Suggestion selling

Offering additional products and services after an initial sale in order to increase customer satisfaction.

The step of the selling process referred to as answering questions is also known as________________.

Overcoming objections

Successful sales occur when customers are able to buy what they need and the business is able to________________.

Profit

Trial Close

Providing the customer with the opportunity to buy during the sales presentation.

When a customer indicates that he or she has decided to place an order, the salesperson should take the first opportunity to____________ the decision to assure the customer that he or she has made the right move.

Reinforce

which of the following is not true about the process of personal selling?

Selling is a part of the distribution element of the marketing mix.

Offering additional products or services after an initial sale in order to increase customer satisfaction is known as______________.

Suggestion and selling

Benefit

The advantage provided to a customer as a result of the feature.