Ch. 18 Marketing

a form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects’ needs or financial status

sales promotion activities targeting the ultimate consumer

a certificate that entitles consumers to an immediate price reduction when they buy the product

the final step of the selling process, in which the salesperson ensures that delivery schedules are met, that the goods or services perform as promised, and that the buyers’ employees are properly trained to use the products

a loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service

identification of those firms and people most likely to buy the seller’s offerings

determination of a sales prospect’s (1) recognized need, (2) buying power, and (3) receptivity and accessibility

a promotional program designed to build long–term, mutually beneficial relationships between a company and its key customers

a determination of the customer’s specific needs and wants and the range of options the customer has for satisfying them

the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement

a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in professional and civic organizations

a promotional display set up at the retailer’s location to build traffic, advertise the product, or induce impulse buying

a process that describes the “homework” that must be done by a salesperson before he or she contacts a prospect

an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product

money offered to channel intermediaries to encourage them to “push” products—that is, to encourage other members of the channel to sell the products

a cash refund given for the purchase of a product during a specific period

a recommendation to a salesperson from a customer or business associate

a sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long–term satisfaction through mutually beneficial partnerships

a formal meeting in which the salesperson presents a sales proposal to a prospective buyer

the set of steps a salesperson goes through in a particular organization to sell a particular product or service

a formal written document or professional presentation that outlines how the salesperson’s product or service will meet or exceed the prospect’s needs

a promotional program that allows the consumer the opportunity to try a product or service for free

a price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers

sales promotion activities targeting a marketing channel member, such as a wholesaler or retailer