销售管理简答题答案 完整版.docVIP

名词解释 Personal selling Personal communication with an audience through paid personnel of an organization or its gents in such a way that the audience perceives the communicator’s organization as being the source of the message. Specialization A concept in which certain individuals in an organization concentrate on performing some of the required activities to the exclusion of other tasks Absorption training A method of sales training that involves furnishing trainees or sales-people with materials that they peruse without opportunity for immediate feedback and questioning. Achieving congruence The process of matching the capabilities of a sales recruit with the needs of the organization Achieving realism The process of giving a sales recruit an accurate portrayal of the sales job. Buying center The many individuals from a firm who participate in the purchasing process Commission base Commission pay based on sales volume or some measure of profitability Competitive knowledge Knowledge of a competitive product’s strengths and weaknesses in the market Continued affirmation An example of stimulus response selling in which a series of questions or statements furnished by the salesperson is designed to condition the prospective buyer to answering “yes” time after time, until, it is hoped, he or she will be inclined to say “yes” to the entire sales proposition. Customer knowledge Information relating to customers’ needs, buying motives, buying procedures, and personalities Customer relationship management A business strategy to select and manage the most valuable customer relationships. It requires a customer-centric business philosophy and culture to support effective marketing, sales, and service processes. Employee referral programs Inter-organizational programs in which existing employees are used as sources for recruiting new salespeople because they have a good understanding of the type of person sought for a sales position