销售管理简答题答案 完整版

名词解释

1.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.

2.Specialization

A concept in which certain individuals in an organization concentrate on performing some of the required activities to the exclusion of other tasks

3.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.

4.Achieving congruence

The process of matching the capabilities of a sales recruit with the needs of the organization

5.Achieving realism

The process of giving a sales recruit an accurate portrayal of the sales job.

6. Buying center

The many individuals from a firm who participate in the purchasing process

mission base

Commission pay based on sales volume or some measure of profitability

petitive knowledge

Knowledge of a competitive product’s strengths and weaknesses in the market

9.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.

10.Customer knowledge

Information relating to customers’ needs, buying motives, buying procedures, and personalities

11.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.

12.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.

13.Integrated marketing communication

The strategic integration of multiple marketing communication tools in the most effective and efficient manner

14.Job description

A written summary of the job

15.Marketing mix

A marketing offer designed to appeal to a defined target market

16.Marketing strategy

An organizational strategy level that includes the selection of target market segments and the development of a marketing mix to serve each target market.

17.Mental states selling

An approach to personal selling that assumes that the buying process for most buyers is essentially identical and that buyers can be led through certain mental states, or steps, in the buying process; also called the formula approach

18.Motivation

A measurement of an individual’s intensity, persistence, and direction.

19.Sales-force socialization

The process by which salespeople acquire the knowledge, skills, and values essential to perform their jobs.

20.Sales-force audit

A systematic, diagnostic, prescriptive tool that can be employed on a periodic basis to identify and address sales department problems and to prevent or reduce the impact or future problems

21.Sales-force deployment

Important sales management decisions involved in allocating selling effort, determining sales-force size, and designing territories

22.Span of control

The number of individuals who report to each sales manager

23.Strategic business unit

A single product or brand, a line of products, or a mix of related products that meets a common market need or a group of related needs, and the unit’s management is responsible for all (or most) of the basic business functions.

24.Territory

A designated area that consists of whatever specific accounts are assigned to a specific salesperson.

1.简答题：

1)Why is personal selling typically emphasized in business markets and

advertising emphasized in consumer market?

Personal selling is normally emphasized in business markets where there are relatively few buyers, usually in concentrated locations, who make important purchase of complex products and require a great deal of information and service.

Advertising is used to generate company and brand awareness and to identify