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strategic marketing (Fach) / SM (Lektion)

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• Improving your self-image can be achieved with three practical approaches. List and describe each approach. 1. Focus on the future and stop being overly concerned with past mistakes or failures. We should learn from past mistakes, but they should not immobilize us. 2. Develop expertise in selected areas. By developing "expert power," you not only improve your self-image, but also increase the value of your contributions to your employer and customers. 3. Learn to develop a positive mental attitude. Read books and listen to audiotapes that describe ways to develop a positive mental attitude.
• Describe the S.O.C.O scale and its function. S.O.C.0= selling orientation versus customer orientation This scale is used in survey You can measure the practice of the marketing concept at the level of the individual salesperson and customer. Highly customer-orientated salespeople engage in behaviours aimed at increasing long term customer satisfaction. They avoid behaviour which might result in customer dissatisfactionDescribe the S.O.C.O scale and its function.
• 1) Describe the meaning of the excess zone in the communication style model. a. In the excess zone strengths become weaknesses. The excess zone is characterized by a high degree of intensity and rigidity.   When people allow themselves to drift into this zone, they become very inflexible, which I often interpret by others as a form of bias toward their style. Your greatest strength can become your greatest weakness.etc.  b. Examples: (1) Reflective: (a) Strength—well-disciplined approach to life. (b) Weakness—too serious, too questioning, too inflexible. (2) Director: (a) Strength—open, frank, direct. (b) Weakness—too straightforward, too blunt, opinionated.
• 4 Factors of unethical behaviour A.      Top management as role model. B.      Company policies and practices. C.      Sales manager as role model. D.      Salesperson’s personal values    
• When, are customers more likely to look at the financial reasons for buying. 1.       Salespeople who can develop a sales proposal that contains specific information on return on investment (ROI) are more likely to get a favorable response from key decision makers. 2.       To perform accurate ROI calculations often requires the collection of detailed financial information. 3.       The use of ROI selling appeals requires more work up front, but it often leads to shorter sales cycles.
• List and describe the three parts of the !! product-selling model. !!   1. Today's product meets and exceeds expectations by offering better quality, larger selection and/or new product improvements. 2. Today's salesperson acts as a partner by offering current product knowledge, awareness of the customer's needs and courteous service during and after the sale. 3. Today's company acts as a team to provide delivery and installation, orientation and training, quick-response times, credit options and outstanding service.  
• Explain with an example that positioning of a product changes during the product life cycle. -Selling new & emerging products - Selling mature & well-established products 1.       Selling new and emerging products. a.       Selling strategies are designed to develop a new level of expectation, change habits, and in some cases establish a new standard of living. b.      Goal is to build desire for the product. 2.       Selling mature and well-established products a.       Characterized by intense competition as new brands enter the market. b.      Customers accept the products, and they are aware of competing products. c.       The relationship strategy is often critical at this stage.
• List and describe the four most common types of questions used in the field of personal selling. 1. Survey questions–gather certain basic facts about the buyer's existing situation and problem.  General survey questions help the salesperson discover facts about the buyer's existing situation, and are often the first step in the partnership-building process.  Specific survey questions are designed to give prospects a chance to describe in more detail a problem, issue, or dissatisfaction from their point of view. 2. Probing questions–are designed to uncover and clarify the prospect's buying problem and the circumstances surrounding the problem. 3. Confirmation questions–are used throughout the sales process to verify the accuracy and assure a mutual understanding of information exchanged by the salesperson and the buyer. 4. Need-Satisfaction questions–are designed to move the sales process toward commitment and action. 
• There are a number of factors that will increase the odds that you will close the sale. List the guidelines for closing the sale that have universal application. 1. Focus on dominant buying motives. 2. Recognize that longer selling cycles are a fact of life. 3. Negotiate the tough points early. 4. Avoid surprises at the close. 5. Display a high degree of self-confidence at the close. 6. Ask for the order more than once. 7. Recognize closing clues. 
• What tasks must you perform to use the time-management tool “salesfunnel”, in the most effective and efficient way? ·        Define exactly where you are in the selling process by sorting your sales objectives into four different categories, or ‘levels’, of the funnel. ·        Track each sales objective’s progress as it moves ‘down the funnel’ from first contact to signed order. ·        Set priorities for working on the objectives in each level of the funnel to ensure that you don’t  neglect any one of the four. ·        Allocate time to the objectives in each level of the funnel so that you can consistently perform our essentials kinds of selling work. Forecast future income based on how rapidly and smoothly your objectives are moving towards the close.

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