Chapter 18 - Advertising, Public Relations, and Sales Promotions Pull Strategy - Designed to get consumers to pull the product into the supply chain by demanding it
Push Strategy - Designed to increase demand by motivating sellers—wholesalers, distributors, or salespeople—to highlight the product, rather than the products of competitors, and thereby push the product onto consumers Product-Focused Advertising - Used to inform, persuade, or remind consumers about a specific product or service Unique Selling Proposition (USP) = Value Proposition Public Relations (PR) - The organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media. Chapter 19 - Personal Selling and Sales Management Personal Selling - The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision. The Personal Selling Process Generate and Qualify Leads, Preapproach, Sales Presentation and Overcoming Reservations, Closing the Sale, Follow Up Sales Management - Involves the planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force Order Getter - A salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale Order Taker - A salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products Sales Support Personnel - Employees who enhance and help with a firm's overall selling effort, such as by responding to the customer's technical questions or facilitating repairs
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