MARK 3336 Test 3

  1. advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service
    Institutional advertisements 
  2. State the position of the company on the issue
    Advocacy Advertisements
  3. Used for announcements about what a company is; what it can do, or where it is located
    Pioneering Institutional Advertisements
  4. 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
  5. Bring the company's name and attention to the target market again
    Reminder Institutional Advertisements
  6. 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
  7. Methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost 
    publicity tools 
  8. 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  
  9.  involves planning the selling program and implementing and evaluating the personal selling effort of the firm.
    Sales management
  10. The practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time .
    relationship selling 
  11. A salesperson who processes routine orders or reorders for products that were already sold by the company 
    order taker 
  12. 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 
  13.  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
  14. A need-satisfaction sales presentation style that involves adjusting the presentation to fit the selling situation.
    Adaptive Selling
  15.  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
  16. 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 
Card Set
MARK 3336 Test 3
MARK 3336 Test 3 University of Houston Professor Zahn