Personal Selling
Personal presentations by the firm's sales force for the purpose of engaging customers, making sales, and building customer relations
Salesperson
An individual who represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building
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Personal Selling
Personal presentations by the firm's sales force for the purpose of engaging customers, making sales, and building customer relations
Salesperson
An individual who represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building
Sales Force Management
Analyzing, planning, implementing, and controlling sales force activities
Territorial Sales Force Structure
A sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line
Product Sales Force Structure
A sales force organization in which salespeople specialize in selling only a portion of the company's products or lines
Customer (or Market) Sales Force Structure
A sales force organization in which salespeople specialize in selling only to certain customers or industries
Outside Sales Force (or Field Sales Force)
Salespeople who travel to call on customers in the field
Inside Sales Force
Salespeople who conduct business from their offices via telephone, online social media interactions, or visits from prospective buyers
Team Selling
Using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts
Sales Quota
A standard that states the amount a salesperson should sell and how sales should be divided among the company's products
Social Selling
Using digital platforms and sales tools to engage customers, build stronger customer relationships, and augment sales performance
Selling Process
The steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up
Prospecting
The sales step in which a salesperson or company identifies qualified potential customers
Preapproach
The sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call
Approach
The sales step in which a person meets the customer for the first time
Presentation
The sales step in which a salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems
Handling Objections
The sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying
Closing
The sales step in which a salesperson asks the customer for an order
Follow-Up
The sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business
Sales Promotion
Short-term incentives to encourage the purchase or sale of a product or a service
Consumer Promotions
Sales promotion tools used to boost short-term customer buying and engagement or enhance long-term customer relationships
Event Marketing (or Event Sponsorships)
Creating a brand-marketing event or service as a sole or participating sponsor of events created by others
Trade Promotions
Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, and promote it in advertising
Business Promotions
Sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople
Digital Marketing
The use of technology-intensive platforms such as the internet, mobile networks, devices, and social media to engage directly with carefully targeted individual consumers, consumer communities, and businesses
Digital Consumer Personas
Detailed, nuanced, and tangible representations of prototypical consumers to be targeted by the digital marketing campaign
Consumer Omni-Channel Navigation Behavior
The consumer's use of multiple marketing channels, both digital and non-digital, across stages of the consumer buying decision process
Online Marketing
Marketing via the internet using company websites, online ads and promotions, email, online video, and blogs
Marketing Website
A website that engages consumers to move them closer to a direct purchase or other marketing outcome
Brand Community Website
A website that presents brand-related content that engages consumers and creates a customer community around a brand
Online Advertising
Advertising that appears while consumers are navigating websites or other digital platforms, including display ads and search-related ads
Online Display Ads
Digital ads that appear anywhere on an internet or mobile user's screen and are often related to the information being viewed
Search-Related Ads
Text and image-based ads and links appear atop or alongside search engine results on sites such as Google, Yahoo!, and Bing.
Email Marketing
Sending highly targeted, highly personalized, relationship-building marketing messages via email
Spam
Unsolicited, unwanted commercial email messages
Viral Marketing
The digital version of word-of-mouth marketing: videos, ads, and other marketing content that are so engaging and infectious that consumers will seek them out and pass them along to friends
Blogs
Online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics
Social Media
Independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content
Mobile Marketing
Marketing messages, promotions, and other content delivered to on-the-go consumers through their mobile devices
Omni-Channel Marketing
Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping
Global Marketing
The full process of marketing products and services within and across multiple countries
Global Company
A company that, by operating in more than one country, gains marketing, production, research and development (R&D), and financial advantages that are not available to purely domestic competitors
Economic Community
A group of nations organized to work toward shared global trade and other goals
Exporting
Entering foreign markets by selling goods produced in the company's home country, often with little or no modification
Joint Venturing
Entering foreign markets by joining with foreign companies to produce or market a product or service
Licensing
Entering foreign markets by developing an agreement with an entity in the foreign market to use the company's brand, trademark, patent, trade secret, manufacturing process, or some other item of value in return for some payment
Contract Manufacturing
A joint venture in which a company contracts with manufacturers in a foreign market to produce its product or provide its service
Management Contracting
A joint venture in which the domestic company supplies the management know-how to a foreign company that supplies the capital; the domestic company exports management services rather than products
Joint Ownership
A cooperative venture in which a company creates a local business with investors in a foreign market who share ownership and control
Direct Investment
Entering a foreign market by developing foreign-based assembly or manufacturing facilities
Standardized Global Marketing
A global marketing strategy that basically uses the same marketing strategy and mix in all of the company's global markets
Adapted Global Marketing
A global marketing approach that adjusts the marketing strategy and mix elements to each global target market, which increases costs but hopefully yields larger market shares and financial returns
Straight Product Extension
Marketing a product in a foreign market without making any changes to the product or its positioning and communication
Product Adaptation
Adapting a product to meet local conditions or wants in foreign markets, but without significantly changing the positioning and communication associated with it
Product Invention
Creating new products or services for foreign markets
Communication Adaptation
A global communication strategy of fully adapting advertising messages to local markets
Whole-Channel View
Designing global channels that consider the entire global supply chain and marketing channel, forging an effective global value delivery network
Sustainable Marketing
Socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs
Consumerism
An organized movement of citizens and government agencies designed to improve the rights and power of buyers in relation to sellers
Environmentalism
An organized movement of concerned citizens, businesses, and government agencies designed to protect and improve people's current and future living environment
Carbon Footprint
A term that captures the total negative Carbon Dioxide Equivalent impact associated with a product or service
Environmental Sustainability
A management approach that involves developing strategies that both sustain the environment and produce profits for the company
Ethical Marketing
Applying high standards of ethics and morality when making marketing decisions
Consumer-Centric Marketing
A company should view and organize its marketing activities from the customer's point of view to sense, serve, and satisfy customer needs, now and in the future
Consumer Value-Building Marketing
A company should put most of its resources into long-term consumer value-building marketing investments.
Sense-of-Mission Marketing
A company should define its mission in broad social terms rather than narrow product terms.
Deficient Products
Products that have neither immediate appeal nor long-run benefits
Pleasing Products
Products that give high immediate satisfaction but may hurt consumers in the long run
Salutary Products
Products that have low immediate appeal but may benefit consumers in the long run
Desirable Products
Products that give both high immediate satisfaction and high long-run benefits
Sustainable Company
A company that creates value for customers through socially, environmentally, and ethically responsible actions