Chapter 13 Marketing Vocabulary

Merchandising
Coordinating sales and promotional plans with buying and pricing
Feature-Benefit Selling
Matching the characteristics of a product to a customers’ needs and wants
Product Features
Basic, physical or extended attribute of a product or purchase
Physical Features
Tangible attribute that helps explain how a product is constructed
Customer Benefits
Advantage or personal satisfaction a customer will get from a good or service
Selling Points
The function of a product feature and its benefit to a customer
Buying Motives
A reason a customer buys a product
Rational Motives
A conscious, logical reason for a purchase
Emotional Motives
A feeling expressed by a customer through association with a product
Patronage Motives
A reason for remaining a loyal customer of a company
Prospecting
Looking for new customers
Prospect
A sales lead; a potential customer
Referrals
A recommendation of another person who might buy the product being sold
Endless-Chain Method
When salespeople ask previous customers for names of potential customers
Cold Canvassing
The process of locating as many potential customers as possible without checking leads beforehand
Greeting Approach
A retail approach method in which the salesperson welcomes the customer to the store
Service Approach
A retail-selling method in which salespeople ask customers if they need assistance
Merchandise Approach
A retail-sales method, also called the theme approach, in which the salesperson makes a comment or asks a question about a product in which the customer shows an interest
Nonverbal Communication
Expressing oneself without the use of works, such as with facial expressions, eye movement, and hand motions
Open-Ended Questions
A question that requires more than a “yes” or “no” answer and requires respondents to construct their own response