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75 Cards in this Set
- Front
- Back
communication is the processs of conveying a message to others and requires 6 elements. hwat arethese elementes?
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1. source (compnay or person who has info to convey)
2. message 3. channel of communication (salesperson, ad media, or PR tools - how the message is conveyed) 4. receivers 5. encoding 6. decoding |
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def encoding
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process of having the sender transform an idea in to a set of symbols
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def decoding
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process of having the receiver take a set of symbols, the message, and transform the symbols back to an idea
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for a message to be communicated effectively, the sender and receiver must have a mutually shared _____ __ _______ - a similar understanding and knowledge they apply to the message
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field of experience
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def noise
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extraneous factors that can work against effective communication by distorting a message or the feedback received; printing mistake; using words or pics that fail to communicate the message clearly; message misunderstood coz of salesperson's accent, use of slang, or communication style may make hearing and understaning message difficult
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advertising, sales promo, and PR are said to use _____ _______ because they are used with groups of prospective buyers
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mass selling
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personla selling uses ________ _________ between a seller and a prospective buyer . includes face to face, telephone, and interactive electronic communication
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customized interaction
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def advertising
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paid form of nonpersonal communication
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def personal selling
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two way flow of communication between a buyer and seller designed to influence a person's or group's purchase decision; reduces wasted coverage; most expensicve of five promotional elements
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what are the five promotional elements?
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1.advertising,
2. PR, 3. personal selling, 4. sales promotion, 5. direct marketing, |
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def public relations
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form of communication that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics aboiut a company and its products or serices
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give some examples of PR
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special events, lobbying efforts, annual reports, press conferences, RSS feeds
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def publicity
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nonpersonal, indirectly paid presentation of an org, product or service
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____ ______ is a short term inducement of value offered to arouse interest in buying a product or service (coupons, rebates, sweepstakes)
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sales promotion
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_____ _______ uses direct communication with consumers to generate a response in the form of an order, a request for further info or a visit to a retail outet (face to facem direct mail, catalogs, telephone solicitiations, direct response advertising, online marketing)
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direct marketing
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match the stage of the life cycle with each promotional objective.... 1. to inform 2. to remind 2. to persuade 4. to phase out
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1. introduction
2. maturity 3. growth 4. decline |
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def push strategy
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directing the promoitonal mix to channel members to gain their cooperaiton in ordering and stockinght product (personal selling and sales promo play major roles) - by pushing the product through the channel, the goal is to get channel members to push it to their customers (incentives to reward dealers for emeting sales goals at a ford dealership)
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def pull strategy
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directing the promotional mix at ultimate consumers to encourage them to ask the retialer for the product ("ask your doctor if Zetia is right for you")
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the promotion decision process is divided into 3 processes
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1. developing
2. executing 3. assessing the promotion program |
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put these in order from what you do ifrst when develpoing hte promotion program:
1. seslct right promo tools 2. schedule promotion 3. specify objectives 4. design promotion 5. identify target audience 6. set the budget |
1. identify target market
2. objectives 3. set budget 4. select promo tools 5. design promotion 6. schedule promotion |
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def the heirarchy of effects
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the sequence of stages a prospective buyer goes thorugh: awareness, interest, evaluation, trial, and adoption
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waht are the four methods one can use to set the promotion budget?
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1.percentage of sales
2. competittive parity 3. all you can afford 4. objective and task |
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____ __ _____ is the amount of mone spent on promotion will be the percentage of past or anticipated sales
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percentage of sales
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________ ______ matches the competitors absolute level of spending or hte proportion per point of market share
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competitive parity
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____ ____ ___ _______ allows money to be spent on promotion only after all other budget items are covered
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all you can afford
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____ __ _____ ist he best approach to budgeting, where the companty determines its promotion objectives, ooutlines the tasks to accomplish those objectives, and determines the promotin cost of performing those tasks
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objective and task
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focused on selling a product or service, product advertisements take three froms ....
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1. pioneering (informaitonal)
2. comptiteive (persuasive) 3. remider |
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def pioneering advertisements
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tell waht a product is, what it can do, and where it can be found
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def competitive advertisemetns
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promote a specific brand's features and benefits to persuade consumer to pick over other brands (comparative advertising is another form of competitive and is used to show one brands strengths relativet to its competitiors)
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def reminder advertising
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reinforces previous knowledge of a product
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def reinforcement add
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assures current users they made the right decision
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def institutional advertisements and name the three diff kinds
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builds goodwill or an image for an org, rather than promote a specific product or service; advocacy, pioneering institutional, competitive institutional, reminder institutional
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def advocacy ads
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state potision of company on an issue
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def pioneering institutional ads
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announces what a company is, waht it can do, where it is located
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def competeive institutional ads
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promote advatages of one product class over another and are sused to markets where diff product class compete for same buyers
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def reminder institutional ads
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simply bring hte companys name to attention of target market
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name the 3 different types of pretests to an advertisement
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1. portfolio tests (test ad plced in porfolio with other ads, subjects asked about ads in portfolio)
2. jury tests (sowing ad to panel of consumers and having them rate how they liked it, how attractive, etc) 3. theater tests (most sophisticated, invited to view new tv or movies in which test commercials are shown; can register feelings on electronic recording devices during commercials) |
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name the 5 diff kinds of advertising posttests
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1. aided recall ( used to dtermine who noted the ad, seen-associate the ad, read some, and finally who read most of the ad)
2. unaided recall ("what ads do you remember seeing yesterday" is asked w/o any prompting 3. attitude tests 4. inquiry tests (product info, samples, or premiums are offered to an ad's readers or viewers) 5. sales tests ( controlled experiemtns using radion in one market and tv inthe other, for example) |
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def consumer oriented sales promotions
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sales tools like coupons, sweepstakes, and samples used to suport ac ompanys advertising and personal selling efforts directed to ultimate consumers
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give the three commone approaches that are targeted to wholesalers, distributors, and reatilser are ....
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1. allowances and discounts
2. cooperatieve advertising 3. training of ditributors salesforce |
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def cooperative advertising
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manufacturer pays a % of the retailers total ad expenses for advertisin hte manufacturers products
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reimbursing a retailer for extra instore support or special featuring of hte brand is a ________ ________-
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merchandise allowance
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a discount on each case ordred during a specific time period is a _____ _________
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case allowance
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a _________ ________ involves paying retailers for financing costs or financial losses associated with consumer sales promotions
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finance allowance
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an _____ _____ processes routine orders or reorders for prducts that were already sold by the compnay
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order taker
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an _______ order taker visits customers and replenishes invetnory or resellres (frito lay salespeople)
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outside
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_______ order takers answer simple questions, take orders, and complete transactions with custemrs (employed by companies who use inbound telemarketing)
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inside
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an _____ _______ sells in a conventional sense and identifies prospective customers, provides customers with info, persuades to buy, closes sales, and follows up
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order getter
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what are the 6 steps of the personal selling process
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1. prospecting
2. preappraoch 3. approach 4. presentation 5. close 6. follow up |
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what is a lead?
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person who may be a possible consumer
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what is a prospect?
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wants or needs product
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what is a qualified prospect?
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wants products, can afford it, and is the decision maker
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waht are the three different presentation formats?
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stimulus response, formula selling, and need satisfaction
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what is a stimulus response presentation format?
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given appropriate stimulus by salesperson, prospect will buy - would you like fries or dessert with your order?
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what is the formula selling presentation format?
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view that a presesntation consists of info that must be provided in accurate, thorough, and step by step manner to inform (canned sales presentation - memorized, standardized message conveyed to every prospect) not very flexible
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what is the need-satisfaction presentation format?
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emphasized probing and listening by salesperson to id neds and interests, once identified the salesperson tailors presentation to prospect and high lightes prodcut benefites that may be valued by the prospect
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def consultive selling
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focuses on problem identificatipon, hwere salesperson serves as an expert on problem recognition and resolution
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waht are the 6 techniques to handline objections in a sales presentation
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1. acknowledge and convert the objection
2. postpone 3. agree and neutralize 4. accept the objection 5. Denial 6. ignore the objection |
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waht are the 3 different ways to close a sale?
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trial, assumptive, urgency
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_____ ______ _______ is the practice if using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships
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major account management (key account management)
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def account management policies
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policies that specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how theses activities should be carried out
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sales people are paid using one of three plans. name them.
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1. straight salary
2. straight commission 3. combo of salary and commision |
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what is SFA?
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salesforce automation; use of technology to make the sales function more effective and efficient (powerpoint, software for acoount analysis)
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what is a choiceboard?
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an interactive, internet enabled system that allows individual customers to design hteir own products and services by answeriung a few questions and choosing from a mennu of procut or service attributes, prices, and delivery options (most choiceboards are simply transactional devices)
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what is collaborative filtering
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process that atomatically groups people with similar buying intentions, preferences, and behavirous and predicts future purchases ("customers who bought this item also bought..."
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permission marketing needs to adhere to these three rules...
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1. info must be relevant and meaningful to them
2. given option to opt out 3. assured info won't be shared with others or sold |
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waht are the seven web design elements?
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1. context
2. content 3. community 4. customization 5. communication 6. connection 7. commerce |
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______ refers to a site's aesthetic appeal and functional look and feel reflected in the site layout and visual design
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context
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although every website has ______ and ______, the differ in teh use of hte remaining five elements
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context and content
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the amount of time per month viistors spend on their webste, or "__________", is one measure used to gauge customer experience
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stickiness
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waht are the 6 reasons consumers buy online?
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1. convenience
2. cost 3. choice 4. customiation 5. communication 6. control |
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waht is dynamic pricing?
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changing prices for products and services in real time in response to supply and demad conditions (used for pricing of time senstitive items)
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______ ________ is the blending of diff communication adn delivery channels that are mutually reinforcing in attractive, retiaining, and building relationships with consumers who shop and buy in the traditional marektplace and space
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multichannel marketing
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what are hte two diff kinds of websites?
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transactional, promotional
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what is channel conflict?
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protential harm to trade relationships with their retialing intermediaries
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