CHAPTER 12 & 13 STUDY GUIDE

CHAPTER 12 & 13 STUDY CHAPTER 12 & 13 STUDY GUIDEGUIDE

MARKETING DYNAMICSMARKETING DYNAMICS

Personal sellingPersonal selling -any form of direct contact occurring between -any form of direct contact occurring between

a salesperson and a customer.a salesperson and a customer.

Business to Business selling-Business to Business selling- takes place in a manufacturer’s or wholesaler’s takes place in a manufacturer’s or wholesaler’s

showroom or a customer’s place of business.showroom or a customer’s place of business.

Telemarketing -Telemarketing - the process of selling over the telephonethe process of selling over the telephone

Feature-benefit selling-Feature-benefit selling- matching the characteristics of a product to a matching the characteristics of a product to a

customer’s needs and wants.customer’s needs and wants.

Product features-Product features- basic, physical, or extended attributes of the basic, physical, or extended attributes of the

product or purchaseproduct or purchase

Customer benefits-Customer benefits- the advantages of personal satisfaction a the advantages of personal satisfaction a

customer will get from a good or service.customer will get from a good or service.

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

Emotional motive-Emotional motive- a feeling experienced by a customer through a feeling experienced by a customer through

association with a product.association with a product.

Extensive decisionExtensive decision making-used when there has been little or no making-used when there has been little or no

previous experience with an item.previous experience with an item.

Limited decision making-Limited decision making- is used when a person buys goods and services is used when a person buys goods and services

that he or she has purchased before but not that he or she has purchased before but not regularly.regularly.

Routine decision making-Routine decision making- used when a person needs little information used when a person needs little information

about a product that he or she is buying.about a product that he or she is buying.

Preapproach-Preapproach- getting ready for the face to face encounter in getting ready for the face to face encounter in

a selling situation.a selling situation.

Prospect-Prospect- a potential customera potential customer

Referrals-Referrals- the names of other people who might buy the the names of other people who might buy the

product.product.

Endless chain method-Endless chain method- occurs when salespeople ask previous occurs when salespeople ask previous

customers for names of potential customers.customers for names of potential customers.

Cold canvassing-Cold canvassing- a salesperson tries to locate as many potential a salesperson tries to locate as many potential

customers as possible without checking out customers as possible without checking out leads beforehand.leads beforehand.

Service approach method-Service approach method- the salesperson asks the customer if he or she the salesperson asks the customer if he or she

needs assistance.needs assistance.

Greeting approach method-Greeting approach method- the salesperson simply welcomes the customer the salesperson simply welcomes the customer

to the store.to the store.

Merchandise approach method-Merchandise approach method- the salesperson makes a comment or asks the salesperson makes a comment or asks

questions about a product in which the questions about a product in which the customer shows interest.customer shows interest.

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

open-ended questions-open-ended questions- requires more than a yes or no answer. requires more than a yes or no answer. What are four categories for sources What are four categories for sources

of product information-of product information- direct experience, written publications, other direct experience, written publications, other

people, and formal trainingpeople, and formal training

Name five sources of Name five sources of prospecting-prospecting-

employer leads, telephone directories, trade employer leads, telephone directories, trade and professional directories, newspapers, and and professional directories, newspapers, and commercial listscommercial lists

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

ounceounce

13.1 #1 List the seven steps of a 13.1 #1 List the seven steps of a sale-sale-

approach customer, determine needs, present approach customer, determine needs, present product, overcome objections, close sale, product, overcome objections, close sale, suggestion selling, relationship buildingsuggestion selling, relationship building

The first two steps of a sale-The first two steps of a sale- approaching the customer and determining approaching the customer and determining

needs.needs.

The most effective retail sales The most effective retail sales approach isapproach is

merchandise approachmerchandise approach

Three steps to determine needs Three steps to determine needs are-are-

listening, observing and asking questions.listening, observing and asking questions.