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Chapter 20
Chapter 20 - Learning Review - Kerin 11th edition
12
Marketing
Undergraduate 1
12/15/2013

Additional Marketing Flashcards

 


 

Cards

Term
What is personal selling?
Definition
The two-way flow of communication between buyer & seller, often face-to-face, designed to influence a person's purchase decision.
Term
What is involved in sales management?
Definition
Planning the selling program, implementing & evaluating the personal selling effort of a firm.
Term
What is an order taker?
Definition
Processes routine orders or reorders for products that were already sold by the company.
Term
What is an order getter?
Definition
Sells in a conventional sense - identifies prospective customers, provides customers with information, persudaes them to buy, closes sales, and follows up on customers' use of a product or service.
Term
What are the 6 stages in the personal selling process?
Definition
  • Prospecting
  • preapproach
  • approach
  • presentation
  • close
  • follow-up
Term
What is the difference between a lead and a qualified prospect?
Definition

A lead is the name of person who may be a possible customer.  A qualified prospect is a person who wants the product, can afford it, and is the decision maker.

 

Once more info is gathered it may turn out that a lead is a qualified prospect. 

Term
What are the 3 major presentation formats?
Definition
  • Stimulus Response Format
  • Formula Selling Format
  • Need-Satisfaction Format
Term
Which presentation format is most sonsistent with the marketing concept?
Definition

Need-satisfaction presentation format.

 

listen to needs & wants of buyer & tailors presentation to buyer - highlights product benefits they need.

 

consistent with marketing concept & relationship building

Term
What are the 3 types of selling objectives?
Definition
  • Output related 
    • $ or per unit sales
  • input-related  
    • sales calls, selling expenses
  • behavioral-related  
    • product knowledge, customer service, selling & communication skills
Term
What are 3 factors used to structure sales organizations?
Definition
  • Geography
  • customer
  • product/service
Term
What is emotional intelligence?
Definition
ability to understand your own & other peoples emotions - Very important for adaptive selling
Term
What are the 3 major tasks in implementing a sales plan?
Definition
  • Salesfore recruitment
  • salesforce training
  • salesforce motivation & compensation
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