Kerin & Hartley Marketing Answers for Chapter 13, Chapter
14, Chapter 15, Chapter 18, Chapter 17, and Chapter 20.
1. account management policies: policies that specify who salespeople should
contact, what kinds of selling and customer service activities should be engaged in,
and how these activities should be carried out
2. adaptive selling: a need-satisfaction presentation format that involves adjusting
the presentation to fit the selling situation, such as knowing when to offer solutions
and when to ask for more information
3. consultative selling: a need-satisfaction presentation format that focuses on
problem identification, where the salesperson serves as an expert on problem
recognition and resolution
4. emotional intelligence: the ability to understand one's own emotions and the
emotions of people with whom one interacts on a daily basis
5. formula selling presentation: a sales presentation format that consists of information
that must be provided in an accurate, thorough, and step-by-step manner to
inform the prospect
6. key account management: the practice of using team selling to focus on important
customers so as to build mutually beneficial, long-term, cooperative relationships
7. need satisfaction presentation: A sales presentation format that emphasizes
probing and listening by the salesperson to identify the needs and interests of
prospective buyers.
8. order getter: sells in a conventional sense and identifies prospective customers,
provides customers with information, persuades customers to buy, closes sales, and
follows up on customers' use of a product or service
9. order taker: processes routine orders or reorders for products that were already
sold by the company
10. partnership selling: the practice whereby buyers and sellers combine their
expertise and resources to create customized solutions, commit to joint planning,
and share customer, competitive, and company information for their mutual benefit,
and, ultimately, the benefit of the customer. Also called enterprise selling.
, 11. personal selling: The two-way flow of communication between a buyer and a
seller that is designed to influence the buyer's purchase decision.
12. personal selling process: Sales activities occurring before, during, and after
the sale itself, consisting of six stages: (1) prospecting, (2) preapproach, (3) approach,
(4) presentation, (5) close, and (6) follow-up.
13. relationship selling: the practice of building ties to customers based on a
salesperson's attention and commitment to customer needs over time
14. sales management: planning the selling program and implementing and evaluating
the personal selling effort of the firm
15. sales plan: a statement describing what is to be achieved and where and how
the selling effort of salespeople is to be deployed
16. sales quota: specific goals assigned to a salesperson, sales team, branch sales
office, or sales district for a stated time period
17. salesforce automation: The use of various technologies to make the sales
function more effective and efficient
18. stimulus response presentation: a sales presentation format that assumes
that given the appropriate stimulus by a salesperson, the prospect will buy
19. team selling: the practice of using an entire team of professionals in selling to
and servicing major customers
20. workload method: A formula-based method for determining the size of a salesforce
that integrates the number of customers served, call frequency, call length,
and available selling time to arrive at a figure for the salesforce size.
21. advertising: any paid form of non-personal presentation and promotion of
ideas, goods, or services by an identified sponsor
22. consumer oriented sales promotions: sales tools used to support a company's
advertising and personal selling directed to ultimate consumers.
23. cooperative advertising: advertising programs whereby a manufacturer pays
a percentage of the retailer's local advertising expense for advertising the manufacturer's
products
24. cost per thousand: the cost of reaching 1,000 individuals or households with
the advertising message in a given medium
14, Chapter 15, Chapter 18, Chapter 17, and Chapter 20.
1. account management policies: policies that specify who salespeople should
contact, what kinds of selling and customer service activities should be engaged in,
and how these activities should be carried out
2. adaptive selling: a need-satisfaction presentation format that involves adjusting
the presentation to fit the selling situation, such as knowing when to offer solutions
and when to ask for more information
3. consultative selling: a need-satisfaction presentation format that focuses on
problem identification, where the salesperson serves as an expert on problem
recognition and resolution
4. emotional intelligence: the ability to understand one's own emotions and the
emotions of people with whom one interacts on a daily basis
5. formula selling presentation: a sales presentation format that consists of information
that must be provided in an accurate, thorough, and step-by-step manner to
inform the prospect
6. key account management: the practice of using team selling to focus on important
customers so as to build mutually beneficial, long-term, cooperative relationships
7. need satisfaction presentation: A sales presentation format that emphasizes
probing and listening by the salesperson to identify the needs and interests of
prospective buyers.
8. order getter: sells in a conventional sense and identifies prospective customers,
provides customers with information, persuades customers to buy, closes sales, and
follows up on customers' use of a product or service
9. order taker: processes routine orders or reorders for products that were already
sold by the company
10. partnership selling: the practice whereby buyers and sellers combine their
expertise and resources to create customized solutions, commit to joint planning,
and share customer, competitive, and company information for their mutual benefit,
and, ultimately, the benefit of the customer. Also called enterprise selling.
, 11. personal selling: The two-way flow of communication between a buyer and a
seller that is designed to influence the buyer's purchase decision.
12. personal selling process: Sales activities occurring before, during, and after
the sale itself, consisting of six stages: (1) prospecting, (2) preapproach, (3) approach,
(4) presentation, (5) close, and (6) follow-up.
13. relationship selling: the practice of building ties to customers based on a
salesperson's attention and commitment to customer needs over time
14. sales management: planning the selling program and implementing and evaluating
the personal selling effort of the firm
15. sales plan: a statement describing what is to be achieved and where and how
the selling effort of salespeople is to be deployed
16. sales quota: specific goals assigned to a salesperson, sales team, branch sales
office, or sales district for a stated time period
17. salesforce automation: The use of various technologies to make the sales
function more effective and efficient
18. stimulus response presentation: a sales presentation format that assumes
that given the appropriate stimulus by a salesperson, the prospect will buy
19. team selling: the practice of using an entire team of professionals in selling to
and servicing major customers
20. workload method: A formula-based method for determining the size of a salesforce
that integrates the number of customers served, call frequency, call length,
and available selling time to arrive at a figure for the salesforce size.
21. advertising: any paid form of non-personal presentation and promotion of
ideas, goods, or services by an identified sponsor
22. consumer oriented sales promotions: sales tools used to support a company's
advertising and personal selling directed to ultimate consumers.
23. cooperative advertising: advertising programs whereby a manufacturer pays
a percentage of the retailer's local advertising expense for advertising the manufacturer's
products
24. cost per thousand: the cost of reaching 1,000 individuals or households with
the advertising message in a given medium
