MGT 103 Final Exam Ch. 19-20
Questions and Answers
Direct marketing - Answer-efforts to gain a direct response from individual consumers
advantages- more targeted
disadvantages- disliked bu customers, higher cost per contact
personal selling - Answer-direct interaction between a company representative and a
customer, two way flow of information
B2C - Answer-business to consumer
B2c (personal selling) 2 approaches: - Answer-transactional selling & relationship
selling
transactional selling - Answer-a form of personal selling that focuses on making
immediate sale with little or no concern for developing long-term relationships
relationship selling - Answer-process of building long-term customers by developing
mutually satisfying win win relationships with customers
stages for personal selling process - Answer-1. prospecting
2. pre approach
3. approach
4. presentation
5. close
6. follow up
presentation stage - Answer-conversion of prospect into a customer
1. stimulus response presentation
2. formula selling presentation
3. need satisfaction presentation
stimulus-response presentation - Answer-given the appropriate stimulus, the customer
will buy (suggestive selling)
formula-selling presentation - Answer-information must be provided in step-by-step
accurate manner
need satisfaction presentation - Answer-probing and listening, identifying needs and
interests (adaptive selling)
crowdsourcing - Answer-a practice in which firms outsource marketing activities
Questions and Answers
Direct marketing - Answer-efforts to gain a direct response from individual consumers
advantages- more targeted
disadvantages- disliked bu customers, higher cost per contact
personal selling - Answer-direct interaction between a company representative and a
customer, two way flow of information
B2C - Answer-business to consumer
B2c (personal selling) 2 approaches: - Answer-transactional selling & relationship
selling
transactional selling - Answer-a form of personal selling that focuses on making
immediate sale with little or no concern for developing long-term relationships
relationship selling - Answer-process of building long-term customers by developing
mutually satisfying win win relationships with customers
stages for personal selling process - Answer-1. prospecting
2. pre approach
3. approach
4. presentation
5. close
6. follow up
presentation stage - Answer-conversion of prospect into a customer
1. stimulus response presentation
2. formula selling presentation
3. need satisfaction presentation
stimulus-response presentation - Answer-given the appropriate stimulus, the customer
will buy (suggestive selling)
formula-selling presentation - Answer-information must be provided in step-by-step
accurate manner
need satisfaction presentation - Answer-probing and listening, identifying needs and
interests (adaptive selling)
crowdsourcing - Answer-a practice in which firms outsource marketing activities
