Exam 16: Using Effective Promotions

While the Logger's Woodworks legally harvests trees in national forests, this activity is particularly unpopular with environmentalists and tourists. The best strategy to respond to this criticism is to ignore the complaints or views of the public and design an aggressive ad campaign emphasizing the jobs and economic benefits created by their logging operations.

The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.

The final step of the selling process involves

Bailey is a new salesperson for a textbook publisher. She is compiling a list of professors who make textbook buying decisions and plans to contact these professors to determine what texts they are currently using, and if they plan to adopt a new text. Identifying those decision makers who are willing to consider one of her texts is called

________ refers to any information about a product or an organization that is communicated to the public through the media and is not paid for or controlled by the sponsor.

At a recent baseball tournament, a local beer distributor gave free mugs to all adults with a paid admission. What is this an example of?

Successful PR departments find that listening to the public is not enough. They have to tell the public that they are being responsive.

After prospects have been identified and qualified, the next step in the selling process is ________. This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Before they look at specific promotional tools, Melody and Tom agree that they want a promotion mix that is both comprehensive and unified. They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image. Melody and Tom want to implement a(n)

The approach step of the selling process attempts to

When marketing to consumers in the global population, it's important for companies to remember that promoting products

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

To be successful, salespeople find that their job responsibilities extend far beyond just closing the sale.

"You never get a second chance to make a good first impression," captures the importance of the ________ step in the selling process.

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Tom and Melody are considering the extensive use of ads in fitness magazines and a direct mail campaign targeted at people who have bought other products made by Xer-Wise. Since these messages are geared directly to customers, it is clear that Tom and Melody want to implement a ________ strategy.

One advantage of magazine advertising is that

Personal selling involves the face-to-face presentation and promotion of products.

Which of the following refers to the practice of paying to have a product appear favorably in a television show or movie?

Explain the difference between viral marketing, social networking, and podcasting.

The steps leading to a successful social media promotional campaign include