Pride / Ferrell Principles of Marketing Chapter 19

approach
The manner in which a salesperson contacts a potential customer
buy-back allowance
A sum of money given to a reseller for each unit bought after an initial promotion deal is over
buying allowance
A temporary price reduction to resellers for purchasing specified quantities of a product
cents-off offer
A promotion that allows buyers to pay less than the regular price to encourage purchase
closing
The stage in the personal selling process when the salesperson asks the prospect to buy the product
combination compensation plan
Paying salespeople a fixed salary plus a commission based on sales volume
consumer contests
Sales promotion methods in which individuals compete for prizes based on their analytical or creative skills
consumer games
Sales promotion methods in which individuals compete for prizes based primarily on chance
consumer sales promotion methods
Sales promotion techniques that encourage consumers to patronize specific stores or try particular products
consumer sweepstakes
A sales promotion in which entrants submit their names for inclusion in a drawing for prizes
cooperative advertising
An arrangement in which a manufacturer agrees to pay a certain amount of a retailer’s media costs for advertising the manufacturer’s products
coupons
Written price reductions used to encourage consumers to buy a specific product
dealer listing
An advertisement that promotes a product and identifies the names of participating retailers that sell the product
dealer loader
A gift, often part of a display, given to a retailer that purchases a specified quantity of merchandise
demonstration
A sales promotion method a manufacturer uses temporarily to encourage trial use and purchase of a product or to show how a product work
free merchandise
A manufacturer’s reward given to resellers that purchase a stated quantity of products
free sample
A sample of a product given out to encourage trial and purchase
merchandise allowance
A manufacturer’s agreement to pay resellers certain amounts of money for providing special promotional efforts, such as setting up and maintaining a display
missionary salespeople
Support salespeople, usually employed by a manufacturer, who assist the producer’s customers in selling to their own customers
money refund
A sales promotion technique that offers consumers a specified amount of money when they mail in a proof of purchase, usually for multiple product purchases
order getter
A salesperson who sells to new customers and increases sales to current customers
order takers
Salespeople who primarily seek repeat sales
personal selling
Paid personal communication that attempts to inform customers and persuade them to buy products in an exchange situation
point-of-purchase materials
Signs, window displays, display racks, and similar devices used to attract customers
premium
An item offered free or at a minimal cost as a bonus for purchasing a product
premium money
Extra compensation to salespeople for pushing a line of goods
prospecting
Developing a database of potential customers
rebate
A sales promotion technique in which a consumer receives a specified amount of money for making a single product purchase
recruiting
Developing a list of qualified applicants for sales positions
relationship selling
The building of mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time
sales contest
A sales promotion method used to motivate distributors, retailers, and sales personnel through recognition of outstanding achievements
sales promotion
An activity and/or material intended to induce resellers or salespeople to sell a product or consumers to buy it
scan-back allowance
A manufacturer’s reward to retailers based on the number of pieces scanned
straight commission compensation plan
Paying salespeople according to the amount of their sales in a given time period
straight salary compensation plan
Paying salespeople a specific amount per time period, regardless of selling effort
support personnel
Sales staff members who facilitate selling but usually are not involved solely with making sales
team selling
The use of a team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process
technical salespeople
Support salespeople who give technical assistance to a firm’s current customers
trade sales promotion methods
Methods intended to persuade wholesalers and retailers to carry a producer’s products and market them aggressively
trade salespeople
Salespeople involved mainly in helping a producer’s customers promote a product