Glossary: Chapter 17



	Glossary Chapter 17: Personal Selling, Sales Promotion, Direct Mail, the Internet and Direct Marketing Jump to a chapter's terms: 1 \| 2 \| 3 \| 4 \| 5 \| 6 \| 7 \| 8 \| 9 \| 10 \| 11 \| 12 \| 13 \| 14 \| 15 \| 16 \| 17 \| 18 \| 19 \| 20 \| 21 \| 22 \| 23 \| 24 Approach The manner in which a salesperson contacts a potential customer. p. 525 Buy back allowance A certain sum of money given to a purchaser for each unit bought after an initial deal is over. p. 543 Buying allowance A temporary price reduction given to resellers who purchase specified quantities of a product. p. 543 Closing The step in the selling process in which the salesperson asks the prospect to buy the product or products. p. 526 Combination compensation/remuneration plan A plan according to which salespeople are paid a fixed salary plus a commission based on sales volume. p. 532 Consumer contests Contests designed to generate traffic at the retail level in which consumers compete for prizes based on their analytical or creative skill. p. 543 Consumer sales promotion techniques Techniques that encourage or stimulate consumers to patronise a specific retail store or to try a particular product. p. 538 Consumer sweepstakes A method of stimulating sales in which consumers submit their names for inclusion in a draw for prizes. p. 543 Co-operative advertising An arrangement whereby a manufacturer agrees to pay a certain amount of a retailer's or dealer's media costs for advertising the manufacturer's products. p. 544 Copy writing The creation and wording of the promotional message. p. 547 Count and re-count A promotion method based on the payment of a specific amount of money for each product unit moved from a reseller's warehouse in a given time period. p. 544 Coupons A promotion method that reduces the purchase price of an item in order to stimulate consumers to try a new or established product, to increase sales volume quickly, to attract repeat purchasers or to introduce new package sizes or features. p. 538 Dealer listing An advertisement that promotes a product and identifies the names of participating retailers or dealers who sell it. p. 544 Dealer loader A gift to a retailer or dealer who purchases a specified quantity of merchandise. p. 545 Demonstrations Occasions at which manufacturers show how a product actually works in order to encourage trial use and purchase of the product. p. 540 Direct mail Printed advertising material delivered to a prospective customer's or donor's home or work address. p. 545 Direct mail package A mix of mailing envelope, covering or explanatory letter, circular, response device and return device. p. 547 Direct marketing A decision by a company's marketers to select a marketing channel which avoids dependence on marketing channel intermediaries and to focus marketing communications activity on promotional mix ingredients which deal directly with targeted customers. p. 551 E-commerce The use of the Internet for commercial transactions. p. 549 Flashes Headers printed on a direct mail package to gain the recipients' attention. p. 545 Free merchandise Give-aways sometimes offered to resellers who purchase a stated quantity of the same or different products. p. 544 Free samples Give-aways used to stimulate trial of a product, to increase sales volume in the early stages of a product's life cycle or to obtain desirable distribution. p. 542 Frequent user incentives Incentive programmes that reward customers who engage in repeat purchases . p. 540 Internet A network of computer networks stretching across the world, linking computers of different types. p. 549 Intranet Internal, in-company Internet networks for routine communications, fostering group communications, providing uniform computer applications, distributing the latest software, or informing colleagues of marketing developments and new product launches. p. 551 Junk mail Unwanted mail often binned unread by uninterested recipients. p. 545 Loyalty card A mechanism whereby regular customers who remain loyal to a particular company are rewarded with discounts or free merchandise. p. 540 Mailing lists Directories of suitable, relevant recipients or targets. p. 547 Merchandise allowance A manufacturer's agreement to pay resellers certain amounts of money for providing special promotional efforts, such as advertising or displays. p. 544 Missionary salespeople Support salespeople, usually employed by manufacturers to assist their customers' selling efforts. p. 527 Money refunds A specific amount of money mailed to customers who submit proof of purchase. p. 542 Order getters Employees who increase a company's sales by selling to new customers and by increasing sales to existing customers. p. 526 Order takers Employees who ensure that repeat customers have sufficient quantities of products when and where they are needed in order to maintain and perpetuate ongoing relationships. p. 527 Personal selling The process of using personal communication in an exchange situation to inform customers and persuade them to purchase products. p. 523 Point-of-sale (P-O-S) materials Enhancements designed to increase sales and introduce products, such as outside signs, window displays, counter pieces, display racks and self-service cartons. p. 540 Premium or push money Additional compensation/remuneration provided to salespeople in order to push a line of goods. p. 544 Premiums Items offered free or at minimum cost as a bonus for purchasing a product. p. 542 Price-off offers A method of encouraging customers to buy a product by offering a certain amount off the regular price shown on the label or package. p. 543 Prospecting Developing a list of potential customers. p. 524 Ratchet effect The stepped impact of using sales promotion and advertising together. p. 536 Recruiting A process by which the sales manager develops a list of applicants for sales positions . p. 529 Sales contest A way to motivate distributors, retailers and sales personnel by recognising and rewarding outstanding achievements. p. 544 Sales promotion An activity or material that acts as a direct inducement and offers added value to or incentive to buy the product. p. 536 Straight commission compensation/remuneration plan A plan according to which salespeople are paid solely on the basis of their sales for a given time period. p. 532 Straight salary compensation/remuneration plan A plan according to which salespeople are paid a specified amount per time period. p. 532 Support personnel Employees who facilitate the selling function but do more than solely participate in selling. p. 527 Technical salespeople Employees who give technical assistance to current customers. p. 527 Trade sales promotion methods Techniques that encourage wholesalers, retailers or dealers to carry and market a producer's products. p. 538 Trade salespeople Employees who take orders as well as help trade customers promote, display and stock their products. p. 527 Trading stamps Stamps, dispensed in proportion to the amount of a consumer's purchase, that can be accumulated and redeemed for goods. p. 540 Web site A coherent document readable by a web browser, containing simple text or complex hypermedia presentations. p. 549