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advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service
Institutional advertisements
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State the position of the company on the issue
Advocacy Advertisements
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Used for announcements about what a company is; what it can do, or where it is located
Pioneering Institutional Advertisements
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Promote the advantages of one product class over another and are used in markets wheere different product classes compete for the same buyer
Competitive Institutional Advsertisements
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Bring the company's name and attention to the target market again
Reminder Institutional Advertisements
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These are programs by which a manufacturer pays a percentage of the retailer’s local advertising expense for advertising the manufacturer’s products
cooperative advertising
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Methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost
publicity tools
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involves the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.
Personal selling
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involves planning the selling program and implementing and evaluating the personal selling effort of the firm.
Sales management
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The practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time .
relationship selling
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A salesperson who processes routine orders or reorders for products that were already sold by the company
order taker
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A salesperson who sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers’ use of a product or service
order getter
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Sales activities occurring before and after the sale itself, consisting of six stages: (1) prospecting, (2) preapproach, (3) approach, (4) presentation, (5) close, and (6) follow-up .
personal selling process
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A need-satisfaction sales presentation style that involves adjusting the presentation to fit the selling situation.
Adaptive Selling
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A need-satisfaction sales presentation style that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution.
consultative selling
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The practice of using team selling to focus on important customers so as to build mutually beneficial, longterm, cooperative relationships; also called key account management.
major account management
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