Ch. 11
Loss Leader
A product or service that is sold at a non-operating loss (i.e. the price only accounts for the actual cost of the product) to simply get customers in the store.
Virtually Free Promotions
Promotions that have very limited financial cost but have time-commitment requirements from individuals in the firm.
Contract Sales Force
Independent salespeople with a wide variety of experiences and contacts, provided by a company on a contract basis.
Bootstrap Marketing
Marketing efforts that require little capital.
Cost-plus Pricing
Pricing in which the entrepreneur initially determines her cost structure and then determines what profit margin is desired and adds that to the cost.
Pure Promotion
Promotions that are strictly financial arrangements in which you pay for some outputs, such as radio advertisements.
Mixed-model Promotions
Promotions that cost something but also have an element of community support.
Independent Representatives
Representatives for a variety of products for a number of companies in a given domain who try to sell those products.
Pricing Floor
The break-even point, or the lowest amount that can be charged for a product or service while still making a minimal profit.
Promotion
The means by which a business advances its product or service.
Sales Management
The methods employed to, and the individuals who build and maintain relationships with customers.
Marketing Plan
The plan developed by the entrepreneurial business to specify who the customers are and how they will be attracted to the company.