Marketing Chapter 12 Selling

Personal Selling
Direct contact between a salesperson and a customer,
Business-to-business selling
May take place in a manufacturer’s or wholesaler’s showroom or a customer’s place of business.
Selling over the telephone.
Consultative Selling
Providing solutions to customer’s problems by finding products that meet their needs.
Feature-Benefit Selling
Matching the characteristics of a product to a customer’s needs and wants.
Product Features
Basic, physical, or extended attributes of a product of purchase.
Customer Benefits
Advantages or personal satisfaction a customer will get from a good or service.
Rational Motive
Conscious, logical reason for a purchase.
Emotional Motive
Feeling experienced by a customer through association with a product.
Extensive Decision Making
Used when there has been litttle or no previous experience with an item. This category includes good and services that have a high degree of perceived risk, are very expensive, or have a high value to the customer.
Limited Decision Making
Used when a person buys goods and services that he or she has purchased before but not regulary.
Routine Decision Making
Used when a person needs little information about a product.
Preparation for a face-to-face encounter with potential customers.
A potential customer.
The names of other poeple who might buy the product.
Endless Chain Method
When sales people ask previous customers for names of potential customers.
Cold Canvassing
Potential customers are selected at random, such as by going door-to-door or selecting names from the telephone directory.
Sales Quotas
Dollar or unit sales goals set for the sales staff to achieve in a specified period of time.

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