MKTG 313 Study Guide - Quiz Guide: Marketing Mix, Customer Relationship Management
Marketing 313 quiz
Marketing Mix
-product
-place
-price
-promotion
Marketing Concept
Belief that a firm should dedicate all of its policies, planning and operations to
satisfaction of the customer
Personal Selling
-When a company or representative directly interacts with a customer about a
product or service
traditional salesperson
guided by self interests
Professional salesperson
takes care of customers
-legal thing
golden rule salesperson
guided by other interests
-right thing
types of sales
-retail
-direct
-wholesaler
-manufacturer
Three prescriptions of personal selling philosophy
-adopt marketing concept
-value personal selling
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-become a problem solver/thinker
advantages of careers in sales
-sky is the limit
-wide range of employment opportunities
-above-average income
-above-average psychic income
-opportunity for women
Customer relationship management
-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
Transactional selling
-buyers aware of needs, focus on price
Consultive selling
-sales person listens, defines problems, solves
-impact of relationship is important
strategic alliance selling
-build relationship with several people at client
-manage internal relationships
adaptive selling
-altering sales behaviors in order to improve communication with customer
4 major sources of sales training
-corporate sponsored training
-training provided by corporate vendors
-certification programs
-courses provided by colleges and universities
partnering
-strategically developed, long term relationship that solves customers problems
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find more resources at oneclass.com
