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CHAPTER 12 & 13 STUDY GUIDE

CHAPTER 12 & 13 STUDY GUIDE. MARKETING DYNAMICS. Personal selling. -any form of direct contact occurring between a salesperson and a customer. Business to Business selling-. takes place in a manufacturer’s or wholesaler’s showroom or a customer’s place of business. Telemarketing -.

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CHAPTER 12 & 13 STUDY GUIDE

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  1. CHAPTER 12 & 13 STUDY GUIDE • MARKETING DYNAMICS

  2. Personal selling • -any form of direct contact occurring between a salesperson and a customer.

  3. Business to Business selling- • takes place in a manufacturer’s or wholesaler’s showroom or a customer’s place of business.

  4. Telemarketing - • the process of selling over the telephone

  5. Feature-benefit selling- • matching the characteristics of a product to a customer’s needs and wants.

  6. Product features- • basic, physical, or extended attributes of the product or purchase

  7. Customer benefits- • the advantages of personal satisfaction a customer will get from a good or service.

  8. Rational motive- • a conscious, logical reason for a purchase.

  9. Emotional motive- • a feeling experienced by a customer through association with a product.

  10. Extensive decision • making-used when there has been little or no previous experience with an item.

  11. Limited decision making- • is used when a person buys goods and services that he or she has purchased before but not regularly.

  12. Routine decision making- • used when a person needs little information about a product that he or she is buying.

  13. Preapproach- • getting ready for the face to face encounter in a selling situation.

  14. Prospect- • a potential customer

  15. Referrals- • the names of other people who might buy the product.

  16. Endless chain method- • occurs when salespeople ask previous customers for names of potential customers.

  17. Cold canvassing- • a salesperson tries to locate as many potential customers as possible without checking out leads beforehand.

  18. Service approach method- • the salesperson asks the customer if he or she needs assistance.

  19. Greeting approach method- • the salesperson simply welcomes the customer to the store.

  20. Merchandise approach method- • the salesperson makes a comment or asks questions about a product in which the customer shows interest.

  21. nonverbal communication- • expressing yourself through body language.

  22. open-ended questions- • requires more than a yes or no answer. • What are four categories for sources of product information- • direct experience, written publications, other people, and formal training

  23. Name five sources of prospecting- • employer leads, telephone directories, trade and professional directories, newspapers, and commercial lists

  24. #7 Math problem- • Calculate price per ounce. Divide price/Fluid ounce

  25. 13.1 #1 List the seven steps of a sale- • approach customer, determine needs, present product, overcome objections, close sale, suggestion selling, relationship building

  26. The first two steps of a sale- • approaching the customer and determining needs.

  27. The most effective retail sales approach is • merchandise approach

  28. Three steps to determine needs are- • listening, observing and asking questions.

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