Marketing Terms and Customer Service Overview
Explore essential marketing terms such as advertising, promotion, target market, and customer service concepts like accommodating customer needs and demands. Understand the influence of demographics and psychographics in marketing efforts.
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Marketing Terms Marketing: all business activity undertaken to encourage the moving of goods from the grower or producer to the final consumer, including selling, advertising, promotions, and packaging. Advertising: the presentation of a product, idea, or service for the purpose of inducing others to buy, support, or approve of it. Media: collectively, channels of communication, either electronic or print, that serve mass or targeted audiences; e.g., newspapers, magazines, radio, television, etc.
Marketing Terms Promotion: all advertising, publicity, and personal selling activities leading to the public recognition of a business and the generation of sales. Publicity: collectively, acts or devices intended to attract public interest, especially information with news value. Open house: a promotional effort intended to bring customers into a business establishment, often in advance of a major floral holiday, such as Christmas.
Marketing Terms Loss leader: a promotional tool whereby a retail article is sold at a loss in order to attract customers. Turnover: the number of times merchandise is sold and re-stocked for sale in a given time period.
Marketing Terms Target market: a defined group of customers whom a retailer attempts to attract. Niche market: a special area of demand for a product or service.
Marketing Terms Circulation area: the geographic area where product is delivered and advertising is done, particularly with respect to printed media. Demographics: the statistical characteristics of a population, such as age, income, gender, and education level that are used to develop targeted marketing efforts. Psychographics: the behavioral and cultural characteristics of consumers, such as lifestyle, attitudes, values, and buying patterns, that influence purchasing habits.
Marketing Terms Customer: one that purchases a commodity or service Customer service: the manner in which a vendor accommodates the needs and demands of the customer or client, which may enhance the perceived value of a product or service. Customer base: a group of individuals and commercial clients who regularly patronize a business
Types of Customers Decided customer: has a definite floral need, may already know exactly what he or she wants to buy. Undecided customer: has a floral need, but has not determined exactly what he or she wants. Browser: may be looking for an idea or a bargain, not interested in pressure for a sale, may be a potential customer, hardest to sell to.
Types of Customers Foot traffic: collectively, the people who come into a retail store who may or may not make a purchase. Walk-in: a colloquial term describing a customer who enters a business establishment, without an appointment, to make a purchase or place an order, rather than using the telephone or internet.
Selling Terms Selling: the process of influencing a buying decision. Impulse sale: an unplanned purchase. Such as a greeting card, etc. Up-sell: to suggest or show to the customer one or more premium options rather than a less expensive choice. Up-selling may also encourage the sale of additional goods or services.
Telephone Etiquette Confident, happy voice Answer every call promptly Friendly greeting Include name of shop Include name of person speaking Offer assistance Good Morning. Sally s Flowers. Samantha speaking. How may I assist you? Aware of products and pricing Obtain all information on order form date, payment, delivery, items, etc. Clarify name spelling Clarify any items Ask for questions Thank customer Invite further purchase Let customer hang up first
