4.02 Sports and Entertainment Marketing I

Cold Canvassing
Salesperson tries to locate potential customers with little or no direct help other than perhaps a telephone directory.
Benefits
Need-satisfying ability of a product.
Buying Motive
Reason that a consumer seeks a product.
Extensive Decision Making
Consumer buying decision that involves a great deal of research and planning.
Limited Decision Making
Consumer buying decision that is made with some research and planning.
Personal Selling
Process of helping customers find solutions to problems created by their needs and wants; the salesperson and the customer communicate in person, over the telephone, or over the Internet in real time.
Features
Physical characteristic of a tangible product or one of the tasks that will be done as a part of an intangible service.
Routine Buying Decision
Consumer buying decision that is made quickly and without much thought.
Merchandise Approach
Type of sales approach starting with a comment about the product.
Service approach
Type of sales approach starting with the phrase “May I help you?”
Objections
Concerns, hesitations, doubts, or other honest reasons a customer has for not making a purchase.
Third Party Method
Using a previous customer or another neutral person who can give a testimonial about the product.
Close
The moment when a customer agrees to buy a product.
Relationship Marketing
Approach to marketing that focuses on building long-term relationships with customers.
Service Close
Closing method that explains services that overcome obstacles or problems.
Standing-Room-Only Close
Closing method used when a product is in short supply or when the price will be going up in the near future.
Suggestion Selling
Technique of suggesting additional items to go with merchandise requested by a customer.
Which Close
Closing method that encourages a customer to make a decision between two items.
Excuse
An insincere reason for not buying or not seeing the salesperson.
Rider
A set of requests or demands that a performer sets as criteria for performance.
Amenities
Elements of comfort and convenience, most often in reference to a house, vehicle, resort, or rental.
Contract
An agreement with specific terms between two or more persons or entities in which there is a promise to do something in return for a valuable benefit known as consideration.
Sales Promotion
Stimulation of sales achieved through contests, demonstrations, discounts, exhibitions or trade shows, games, giveaways, point-of-sale displays and merchandising, special offers, and similar activities.
Advertising Space
Any available ‘slot’ in a media product, e.g. part of a newspaper page, 30 seconds of radio time, a banner on a webpage etc, which can be sold to companies for placing an advertisement.
Event Program
A booklet available for patrons attending a live event such as theatre performances, sports events, etc. It is a printed leaflet outlining the parts of the event scheduled to take place, principal performers and background information.