Chapter 14 Personal Selling, Sales Mgmt, Direct Mktg

Chapter 14

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Side ASide B
personal selling
co representative interacts directly with a customer or prospective customer to communicate...
order taker
salesperson who processes transactions the customer initiates
technical specialist
contributes expertise in form of product demonstrations, recommendations for complex equipment,...
missionary salesperson
a salesperson who promotes the firm and tries to stimulate demand for a product but does...
new business salesperson
salesperson responsible for finding new customers and calling on them to present company’s products
order getter
salesperson who works to develop long term relationships with particular customers or to generate...
team selling
consist of salesperson, technical specialist, others who handle the sales function
transactional selling
hard sell tactics that focus on making an immediate sale with little or no attempt to develop...
relationship selling
- involves securing, developing, maintaining  long term relationships with profitable...
creative selling process
process of seeking out potential customers, analyzing needs, determining how product attributes...
identifying and developing a list of potential or prospective customers
dev information about prospective customers/planning sales interview, §  Consider...
salesperson tries to learn more about the customer’s needs, create a good impression, and build...
sales presentation
salesperson directly communicates the value proposition (benefits of the product over the competition)...
decision stage in which salesperson asks the customer to buy product
follow up
   activities after sale that provide important services to the customer, Include...
sales management
planning, implementing, controlling personal selling function of an org
sales territory
set of customers (usually defined by geographic boundaries) for whom a salesperson is responsible...
direct marketing
any direct communication to a consumer or bus recipient to generate a response (order, a...
a collection of products consisting of product descriptions and photos (book)
direct mail
brochure or pamphlet that offers a specific g/s at one point in time
selling directly to consumers and bus customers over the telephone
direct response advertising
allows consumers to respond to a msg by immediately contacting the provider to ask questions...
direct response TV
advertising on TV that seeks a direct response including short commercials of less than two mins,...
half hour or hour commercials that resemble a talk show but are sales pitches
m-commerce (mobile commerce)
promotional and e-commerce activities transmitted over mobile phones and other mobile devices
last objection close
asks the customer to buy if all concerns are addressed
assumptive or minor points close
asks the customer details about their purchase
standing room or buy now close
the offer is good for a certain period and the customer should act with urgency so that they...
quota bonus plan
salary plus bonus if sales exceed an assigned quota
straight commission plan
based solely on percentage of sales the person closes
commission with draw plan
earnings come from commission plus a regular payment/draw that may be charged against future...
straight salary plan
salesperson is paid a set amount regardless of sales performance 

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