MKTG 313 Study Guide - Quiz Guide: Marketing Mix, Assertiveness, Customer Relationship Management
Marketing 313 Exam #1
Marketing Mix
Product
Price
Place
Promotion
Marketing Concept
Defined as the process of planning and executing the conception, pricing,
promotion, and distribution of goods services, and ideas to create exchanges that
satisfy individual and organizational objectives
Product
Bundle of tangible items and intangible attributes, packaging, color and brand,
plus service and reputation on seller
Personal Selling
A process of developing relationships; discovering needs; matching the
appropriate products with these needs; and communicating benefits through
informing, reminding or persuading
Unselfish Persuasion
Helping others: Goods, services, ideas
Traditional Salesperson
Salesperson guided solely by self interests
Professional Salesperson
Salesperson whose aim is to take care of the customers
Do the legal thing
Golden Rule Salesperson
Salesperson who views the interests of others as more important
Do the right thing
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Customer Relationship Management
A business strategy that seeks to understand, anticipate and manage the needs of
an organization's current and potential customers
Concerned with customer acquisition, value creation, relationships, retention, and
loyalty
The Role of CRM
Enhance relationship quality
Promote rapid and effective client communication
Help avoid miscommunication
Facilitate internal/external processes
Aid managerial decision-making
Improve salesperson performance through knowledge, improved targeting, more
effective sales presentations, and better call productivity
Transactional Selling
Buyers aware of needs, focus on price
Relationship strategy secondary
Consultative Selling
Salesperson listens, defines problem, solves
Impact of the relationship is important
Strategic Alliance Selling
Build relationship with several people at client
Manage internal relationships
Emotional Intelligence
The capacity for monitoring our own feelings and those of others, for motivating
ourselves, and for managing emotions well in ourselves and in our relationships
Predictor of success
Enhanced thru self-development
EI Personal Competence
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Defined as the process of planning and executing the conception, pricing, promotion, and distribution of goods services, and ideas to create exchanges that satisfy individual and organizational objectives. Bundle of tangible items and intangible attributes, packaging, color and brand, plus service and reputation on seller. A process of developing relationships; discovering needs; matching the appropriate products with these needs; and communicating benefits through informing, reminding or persuading. Salesperson whose aim is to take care of the customers. Salesperson who views the interests of others as more important. A business strategy that seeks to understand, anticipate and manage the needs of an organization"s current and potential customers. Concerned with customer acquisition, value creation, relationships, retention, and loyalty. Improve salesperson performance through knowledge, improved targeting, more effective sales presentations, and better call productivity. The capacity for monitoring our own feelings and those of others, for motivating ourselves, and for managing emotions well in ourselves and in our relationships.
