Chapter 14

Direct-response advertising

A direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product

Transactional Selling

A form of personal selling that focuses on making an immediate sale with little or no concern for developing long-term customer relationships

prospecting

A good salesperson should always set aside sometime on a regular intervals to seek/create new customers.

catalog

A list of things, people, or events.

Point-of-purchase (POP) displays

A merchandise display located at the point of purchase, such as at the check-out counter in a grocery store.

Sales Management

planning the selling program and implementing and evaluating the personal selling effort of the firm

Order Taker

processes routine orders or reorders for products that were already sold by the company

Trade Promotions

sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers

Trade Shows

shows and exhibitions allowing vendors and manufacturers to introduce new items and promote established products and services

New-business salesperson

the person responsible for finding new customers an calling on them to present the company's products

Creative Selling Process

the process of seeking out potential customers, analyzing needs determining how product attributes might provide benefits for the customer and then communicating that information

Technical Specialist

Supporting salespeople who provide technical assistance to order-oriented salespeople.

Follow-up

operations control activity for ensuring that production decisions are being implemented

Direct mail

A method of raising money for a political cause or candidate, in which information and requests for money are sent to people whose names appear on lists of those who have supported similar views or candidates in the past.

Preapproach

A salesperson learns as much as possible about a prospective customer before making a sales call

Order getter

A salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale.

Personal Selling

Any form of direct contact between a salesperson and a customer.

Close

Clud

Approach

It is not unusual for experienced salespeople to tell a joke or an interesting anecdote before 'getting down to business' with the customer. These people recognize the importance of the ___________ stage of the personal selling process?

Push money

Money offered to channel intermediaries to encourage them to "push" products - that is, to encourage other members of the channel to sell the products

M-commerce

Purchasing goods through mobile devices

Merchandising Allowance

Reimburses the retailer for in-store support of the product

Telemarketing

Seller calls on telephone to sell goods or services

Relationship Selling

The building of mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time

Team selling

When different people work together on a specific account

Case Allowance

a discount on each case ordered during a specific time period

Sales presentation

a formal meeting in which the salesperson presents a sales proposal to a prospective buyer

Co-op Advertising

a sales promotion where the manufacturer and the retailer share the cost

Missionary Salesperson

a salesperson—generally employed by a manufacturer—who visits retailers to persuade them to buy the manufacturer's products

Sales Territory

a set of customers, often defined by geographic boundaries, for whom a particular salesperson is responsible

Direct-response TV (DRTV)

advertising on tv that seeks a direct response, including short commercials of less than 2 mins, 30-minute or longer infomercials, and home shopping networks

Infomercials

are program-length (30-minute) advertisements that take an educational approach to communication with potential customers.

Direct Money

explicit cost

Promotional Products

goodies such as coffee mugs, t-shirts, and magnets given away to build awareness for a sponsor. some freebies are distributed directly to consumers and business customers; others are intended for channel partners such as retailers and vendors