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UNR - mkt 210 - Study Guide - Final

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UNR - mkt 210 - Study Guide - Final

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background image Final Marketing 210 Study Guide  Study Guide for the final  Personal selling o interpersonal arm of marketing communications, in which the sales force interacts with customers and prospects to build relationships and make sales sales promotion  o short­term incentives to encourage the purchase or sale of a product or service Consumer promotion o urge short­term customer buying
o pull tool
trade promotions  o urge retailers  carry new products  buy in advance reward costumers  push promo tool business promotions o generate business 
o stimulate purchases 
o motivate salespeople
sales force promos  o sign up for new accounts
o more sales force support new products
sales people o link between company and costumers  sales force management  o analyzing planning implementing and managing sales force territorial sales force structure  o sales people assigned to specific area and sell full line of products 
background image product sales force structure  o sales force specializes along product lines  costumer sales force structure  o sales force is organized along costumer or industry lines  complex sales force structure  o company sells a wide variety of products to many types of costumers over a large  area liking o People like those who like them Reciprocity o People repay in time Social proof  o People follow the lead in similar others Consistency  o People align their behavior with their prior statements and actions Authority  o People defer to experts Scarcity  o People want more of what they can have less of  Outside salespeople o Call costumers in the field  Inside sales people  o Cold calls
o Tech support
o Sales assistants 
Team selling  o Service large complex accounts Direct marketing  o Connecting carefully with consumers  2
background image o One­to­one interactive  Benefits of buyers  o Convenience 
o Ready access to products 
o Information 
o Interactive 
Benefits of sellers o Low cost efficient 
o Flexible
o Access to buyers
o Measurable ad promotion results
Direct Marketing is built on Customer Databases o Comprehensive data about individual customers or prospects
o May include geographic, demographic, psychographic, and behavioral data
RFM o Recency frequency and monetary value Direct mail marketing  o An offer, announcement, reminder, or other item sent to a person at a particular  address Telemarketing o Telephone communications with customers  Outbound  Direct sales costumer and business Inbound Toll free numbers to receive products Business to consumer  o B2C
o Involves selling goods and services online to final costumers
Business to business  3
background image o B2B
o involves selling goods and services, providing information online to businesses, 
and building customer relationships Consumer to consumer o C2C
o occurs on the Web between interested parties over a wide range of products and 
subjects Consumer to business o involves consumers communicating with companies to send suggestions and  questions via company websites corporate website  o build costumer goodwill and supplement other channels not selling the company’s products  marketing website o Engage consumers and move them closer to a direct purchase or other marketing  outcome E­Mail marketing o Affordable
o Highly targeted 
o Problem of spam
Strategic group o Group of firms
o In a industry following the same strategy
o Same given target markets
Benchmarking o Comparing oneself to other firms Market leader stategy o Expand demand
o Protect market
o Expand share 
4

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School: University of Nevada Reno
Department: OTHER
Course: Principles of Marketing
Professor: thomas burnham
Term: Spring 2017
Tags: Marketing
Name: final Study Guide for Marketing
Description: comprehensive final study guide
Uploaded: 05/09/2017
14 Pages 37 Views 29 Unlocks
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