Marketing Exam 4
Terms
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- direct type
- competitive advertising type that aims for immediate buying action
- prospecting
- involves following all the leads in the target market to identify potential customers
- selective demand
- demand for a company's own brand
- sales promotion
- refers to promotion activities, other than advertising, publicity, and personal selling, that stimulate interest, trial, or purchase by final customers
- adoption curve
- shows when different groups accept ideas
- cooperative advertising
- involves middlemen and producers sharing in the cost of ads
- encoding
- the source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver
- product advertising
- tries to sell a product
- selling formula approach
- starts with a prepared presentation online, and leads the customer through some logical step to a final close
- message channel
- carrier of the message
- pioneering advertising
- tries to develop primary demand for a product category rather than demand for a specific brand
- corrective advertising
- ads to correct deceptive advertising
- innovators
- first to adopt
- sales promotion managers
- manage their company's sales promotion effort
- missionary salespeople
- supporting salespeople who work for producers, calling on their middlement and their customers
- basic sales tasks
- order-getting, order-taking, and supporting
- primary demand
- demand for the general product idea
- telemarketing
- using the telephone to call on customers or prospects
- pushing
- means using normal promotion effort to help sell the whole marketing mix to possible channel members
- job description
- a written statement of what a salesperson is expected to do
- reminder advertising
- tries to keep the product's name before the public
- promotion
- communicating information between the seller and potential buyer or others in the channel to influence attitudes and behaviors
- supporting salespeople
- help the order-oriented salespeople, but they don't try to get orders themselves. Their activities are aimed at enhancing the relationship with the cusomter and getting sales in the longrun
- late majority
- cautious about new ideas; often are older and more set in their ways
- sales territory
- a geographic area that is the responsibility of one salesperson or severl working together
- laggards
- prefer to do things the way they've been done in the past and are very suspicious of new ideas
- advertising managers
- manage their company's mass-selling effort
- consultative selling approach
- involves developing a good understanding of the individual customer's needs before trying to close the sale
- task method
- basing the budget on the job to be done
- order takers
- sell to the regular customers, complete most sales transactions, and maintain relationships with their customers
- integrated marketing communications
- the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message
- early adopters
- well respected by their peers and often are opinion leaders.
- sales quota
- specific sales or profit objective a salesperson is expected to achieve
- publicity
- any unpaid form of nonpersonal presentation of ideas, goods, or services
- competitive advertising
- tries to develop selective demand for a specific brand
- customer service reps
- work with customers to resolve problems that arise with a purchase, usually after the purchase has been made
- technical specialists
- supporting salespeople who provide technical assistance to order-oriented salespeople
- personal selling
- involves direct spoken communication between sellers and potential customers
- comparative advertising
- making specific brand comparisons--using actual product names
- pulling
- getting customers to ask middlement for the product
- advertising
- any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor
- prepared sales presentation
- approach that uses a memorized presentation that is not adapted to each individual customer
- early majority
- avoid risk and wait to consider a new idea after many early adopters have tried it and liked it
- public relations
- communication with noncustomers, including labor, public interest groups, stockholders, and the government
- indirect type
- competitive advertising that points out product advantages to affect future buying decisions
- major accounts sales force
- sells directly to large accounts; an elite sales force
- sales managers
- concerned with managing personal selling
- Attention, Interest, Desire, Action
- AIDA model
- mass selling
- communicating with large numbers of potential customers at the same time
- advertising allowances
- price reductions to firms further along in the channel to encourage them to advertise or otherwise promote the firm's products locally
- order getters
- concerned with establishing relationships with new customers and developing new business
- institutional advertising
- promotes an organization's image, reputation, or ideas rather than a specific product
- advertising agencies
- specialists in planning and handling mass-selling details for advertisers
- copy thrust
- what the words and illustrations should communicate
- noise
- any distraction that reduces the effectiveness of the communication process
- decoding
- the receiver translating the message
- close
- the salesperson's request for an order