principles of marketing chapter 13
samples
________ are offers of a trial amount of a product, the most effective but most expensive way to introduce a new product or create new excitement for an existing one
salesperson
________ is an individual who represents a company by performing one or more activities (prospecting, communicating, selling, etc.)
business
________ promotions are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople
total
________ promotions can persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers
inside
________ sales force, they conduct business from their offices via telephone, online and social media interactions, or visits from buyers
consumer
_________ promotions are used to urge short-term customer buying or boost customer brand engagement
rebates (cash refunds)
__________ are like coupons expect that the price reduction occurs after the purchase rather than at the retail outlet
positive; hidden; clarify; opportunities; reasons
in handling objections, the sales person should use a _______ approach, seek out _______ objections, ask the buyer to _______ any objections, take objections as ________ to provide more information, and turn the objections into ________ for buying
strategy; structure; recruiting; training; compensating; supervising; evaluating
major steps in sales force management: designing sales force _______ and ______, _______ and selecting salespeople, ________ salespeople, ________ salespeople, ________ salespeople, and ________ salespeople
climate; quotas; incentives
management can boost sales force morale and performance through its organizational _______, sales _______, and positive _______
sales reports
management gets information about its salespeople in several ways, the most important source is _______ ________
retailers; wholesalers
manufacturers direct more sales promotion dollars toward _______ and _______ than to final consumers
efficiency; short-run; competition; thrift-oriented
many factors have contributed to the rapid growth of sales promotion: advertising ______ has declined, product managers view promotion as an effective ____-_____ sales tool, the company faces more _________, and competitors are using sales promotion to help differentiate their offers, sales promotions can help attract today's more _____-_______ customers
incentive; participation; promote; distribute; length; evaluate
marketers must make several decisions in designing the full sales promotion program: determine the size of the ______, set conditions for ______, determine how to ______ and _______ the promotion program, set the _____ of the promotion, and _______ the promotion
owned loyalty
salesperson- _______ ______ lends even more importance to the salesperson's customer-relationship-building abilities
executive; marketing; sales
to bring marketing and sales functions closer together, a company can appoint high-level marketing ________ to oversee both ________ and _________
objectives; reward
to bring marketing and sales functions closer together, a company can create joint _______ and ______ systems
closing
the sixth step in the selling process is _______ (asking for the order)
approach
the third step in the selling process is ________
compensation plan
to attract good salespeople, a company must have an appealing _______ ______
contests, sweepstakes, games
_____ ______ and ________ give consumers the chance to win something, such as cash trips, or goods, by luck or through extra effort
free good
_____ ______ are extra cases of merchandise, to resellers who buy a certain quantity or who feature a certain flavor or size
call plan
_____ ______ shows which customers and prospects to call on and which activities to carry out
point-of-purchase
_____-____-______ include displays and demonstrations that take place at the point of sale
time and duty
______ ____ ______ analysis is time spent selling, time traveling, waiting, taking breaks, and doing administrative chores
push money
______ _____ are cash or gifts to dealers or their sales forces to push the manufacturers goods
sales force management
______ ______ ______ is defined as analyzing, planning, implementing, and controlling sales force activities
sales quotas
______ ______ is a standard that states the amount a salesperson should sell and how sales should be divided amount the company's products
price packs
______ _______ (cents-off deals), offer consumers savings off the regular price of a product
super salespeople
______ _______ are motivated from within, they have an unrelenting drive to excel, they have a desire to provide service and build relationships with a disciplined work style
organizational climate
______ _______ describes the feeling that salespeople have about their opportunities, value, and rewards for good performance
sales promotion
______ ________ consists of short-term incentives to encourage the purchase or sale of a product or service
event marketing
______ ________ firms can create their own brand-marketing events or serve as sole or participating sponsors of events created by others
fixed
______ amount, usually a salary, gives the salesperson some stable income
product
______ sales force structure, salespeople specialize in selling only a portion of the company's products or lines
virtual instructor-led training (VILT)
_______ _____ ____ _______, a small group of salespeople at remote locations logs on to a web conferencing site, where a sales instructor leads trading sessions using online video, audio, and interactive learning tools
personal selling
_______ _______ involves personal presentations by the firm's sales force for the purpose of engaging customers, making sales, and building customer relationships
trade
_______ promotions include getting retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space
outside; field
_______ sales force (_____ sales force), travel to call on customers in the field
customer
_______ sales force structure refers to a sales force organization in which salespeople specialize in selling only to certain customers or industries
territorial
_______ sales force structure refers to a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line
integrated marketing communications
________ ______ _______ refers to carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its brands
advertising specialties
________ _______ (promotional products), are useful articles imprinted with an advertiser's name, logo, or message that are given as gifts to consumers
value selling
________ ________ is demonstrating and delivering superior customer value and capturing a return on that value is fair for both the customer and company
variable
________ amount, might be commissions or bonuses based on sales performance, rewards the salesperson for greater effort and success
coupons
________ are certificates that save buyers money when they purchase specified products
premiums
________ are goods offered either free or at low cost as an incentive to buy a product
conventions; trade; contests
business promotions include many of the same tools used for consumer or trade promotions, but also include _______ and ______ shows and sales _______
salary; commission; bonus; commission
combinations of fixed and variable compensation give rise to 4 basic compensation plans: straight _______, straight _______, salary plus _______, salary plus _______
fixed; variable; expenses; fringe
compensation consists of 4 elements: _______ amounts, _______ amounts, _______, and ______ benefits
samples; coupons; rebates; price packs; premiums
customer promotion tools are ______, ______, ______, ______ ________, and ______
meet; greet
during the approach step, the salesperson should know how to ______ and _______ the buyer and get the relationship off to a good start
value story
during the presentation and demonstration step of the selling process, the salesperson tells the "_______ _______" to the buyer, demonstrating how the company's offer solves the customer's problems
customers; relationships; effectively; objectives; organization; competitors
goals of training are to teach sales people: about ________ and how to build _______, how to sell ________, and about the company's _______, ________, products, and the strategies of _________
prospective customer
preamp-roach refers to a salesperson learning as much as possible about a _______ ______ before making a sales call
appreciate; respond
prospecting and qualifying is identifying qualified potential customers, they want to call on those who are most likely to _______ and _______ to the company's value proposition
automation
sales force _______ systems, computerized, digitized sales force operations that let salespeople work more effectively anytime, anywhere
customer success platform; supercharge
salesforce's cloud-based "_______ ______ _______" provides a wide array of customer relationship management tools that help its customer "_________ their sales"
listen; customer need; organize
salespeople ________ to their customers, assess _______ ______, and ________ the company's efforts to solve customer problems
handling objections
the fifth step of the selling process is ______ _______
prospecting; qualifying
the first step in the selling process is _______ and _________
presentation; demonstration
the fourth step of the selling process is _______ and _______
energetically; goals
the goal of motivation is to encourage salespeople to work hard and _________ toward sales force ________
smart
the goal of supervision is to help salespeople work _______ by doing the right things in the right ways
company; customers
the sales force serves as a critical link between a ______ and its ________
preapproach
the second step in the selling process is ________
follow-up
the seventh step in the selling process is ________ (ensuring satisfaction)
communications; meetings; channels
to bring marketing and sales functions closer together, a company can increase ________ between the two groups by arranging joint ________ and spelling out communications -______
contests; displays; discounts; allowances; free; push; advertising
trade promotion tools include: _______, premiums, _______, _____, _______, _____ goods, ____ money, and specialty ______ items
listening; understanding; coordinating
value selling requires ________ to customers, __________ their needs, and carefully ________ the whole company's efforts to create lasting relationships based on customer value
sales job; characteristics
when recruiting, a company should analyze the _____ ______ itself and the ______ of its most successful sales people to identify the traits needed by a successful salesperson in their industry
price cuts; value
with value selling, sales management's challenge is to transform salespeople from customer advocates for _____ _____ into company advocates for _______