Chapter_18_Glossary

Chapter_18_Glossary - Chapter 18 Glossary cold calling a...

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Chapter 18 Glossary cold calling a form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects’ needs or financial status consumer sales promotion sales promotion activities targeting the ultimate consumer coupon a certificate that entitles consumers to an immediate price reduction when they buy the product follow-up the final step of the selling process, in which the salesperson ensures delivery schedules are met, goods or services perform as promised, and buyers’ employees are properly trained to use the products frequent buyer program a loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service lead generation (prospecting) identification of those firms and people most likely to buy the seller’s offerings lead qualification determination of a sales prospect’s (1) recognized need, (2) buying power, and (3) receptivity and accessibility loyalty marketing program
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Chapter_18_Glossary - Chapter 18 Glossary cold calling a...

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