Exam 18: Personal Selling and Sales Promotion

Which of the following is the most effective way for a sales manager to motivate salespeople to give their best?

​As head of sales for your firm, one of your key supervision-related responsibilities is determining an optimal span of control. You consider all of the following factors except:

Marriott Vacation Club operates time share vacation properties across the world and employs sales representatives to contact potential buyers to offer a complimentary two or three day stay at one of their locations. Initial contact is made by telephone and Marriott targets high income families with kids or empty nesters who enjoy traveling. What type of sales channel is Marriott Vacation Club utilizing as part of this prospecting activity?

Jill enjoys shopping at Costco especially close to lunch or dinner because she can often try a variety of different products such as dips, cheese, beverages, and crackers. Costco is using _______ as a type of consumer-oriented sales promotion.

Personal selling is an important component of the promotional mix for a firm that markets to relatively few potential customers.

A manufacturer wants to increase purchase rates of its product and reward those consumers who make multiple purchases. It decides to use a consumer-oriented sales promotion that has an expiration date and requires the purchaser to submit a proof of purchase. Which sales promotion will the manufacturer use? ​

Marriott Vacation Club operates time share vacation properties across the world and employs sales representatives to contact potential buyers to offer a complimentary two or three day stay at one of their locations. Initial contact is made by telephone and Marriott targets high income families with kids or empty nesters who enjoy traveling. Once a consumer visits the Marriott Vacation property, they attend a property tour and meeting with a vacation consultant who presents the opportunity of purchasing a time share as well as the benefits of owning a Marriott time share. What type of sales channel is Marriott Vacation Club utilizing once customers visit the property and experience a personal presentation?

Personal selling and advertising are part of the marketing activities involved in a sales promotion.

Cutco is a manufacturer of high-end cutlery for the home chef and markets their products through a sister company, Vector Marketing who often contracts with college students who are independent sales representatives for the company. Vector provides free product and sales training to their independent sales representatives and encourages them to take food with them on sales calls such as apples, cucumbers, tomatoes or other fresh produce so that prospective customers can actually use the knives and experience the Cutco difference. In addition, Cutco is relatively famous for their kitchen shears that can cut through a penny and during training, all Vector Marketing representatives are taught how to show the versatility and value of the shears. Which step in the sales process would a Vector Marketing representative have customers use the knives or kitchen shears?

Give three characteristics of a corporate culture that encourages ethical behavior. Why is it important for salespeople to maintain ethical behavior?

As a new salesperson, you are concerned with how your decisions will affect your customers, your sales team, and your company. You notice that many of your workmates accept gifts and perks from clients, even though that practice is frowned upon by management and discouraged according to what you have read in the code of conduct handbook. Some colleagues have been reprimanded for accepting gifts from customers just in the short time you have been with the company. Which of the following best describes this activity?

Alpha Trendz, a clothing and apparel manufacturer, carefully studies information available on the Internet. It also checks computerized databases and trade show exhibits before launching its latest line of designer clothes. The company is in the _____ stage of the sales process.

Trade shows provide an effective opportunity to showcase products and services, meet with customers, and generate sales leads.

A national grocery store runs an advertisement offering a coupon to "buy one get one free" on packages of Thomas' English muffins to consumers. This is an example of a trade-oriented promotion.

​As a new employee in the sales promotion department of a hotel chain, you proudly tell a coworker about all the ways you can help the chain grow. Later, you're embarrassed when you realize you misspoke. You mistakenly claimed that sales promotion is especially well suited for:

Lincoln is a sales representative with Simantel, a marketing communications firm and enjoys helping companies design their websites and promotional campaigns. He especially appreciates his role since every day brings new challenges and he's always learning since each client has different needs and situations. Which of the following factors affecting the importance of personal selling relates best to Lincoln's position of designing websites and promotional campaigns?

Parker went to the eye doctor and received a new prescription since there had been some change in his vision since the previous year. Parker ordered a 6-month supply of contacts with his new prescription and received an offer from Alcon, the manufacturer to receive up to $200 for purchasing the new contacts. Parker simply needs to complete a form, attach a copy of the receipt, and proof of purchase from one of the contact boxes. Alcon is using _______ as a sales promotion.

Brittany is a sales representative with CDW, an information technology reseller. She is a specialist for the education market and contacts her customers who are typically information technology directors for K-12 schools and higher education. Her territory includes the entire United States and she is able to have flexible hours since some days she may arrive early to contact customers on the East Coast or stay late if she's contacting customers in the Mountain or Pacific time zones. Her company has a proprietary phone technology system which provides names and contact information of leads and current customers so Brittany can make the most of her sales calls and be more productive. She typically makes 20 to 25 dials an hour and on average is able to speak with 2-3 individuals each hour. She was initially surprised at her ability to connect with customers and create relationships through her phone conversations and has created trust-based relationships over time. Her customers value her advice and opinions because she understands their needs, has expertise in the products and services she represents, and always seeks to meet their needs. Brittany's position is best categorized as a(n) ________ channel position.

Getz Plumbing Supply is a family-owned business located in a town of 200,000 residents and serves professional plumbers and their customers. The company provides a wide variety of fixtures and materials as well as convenient operating hours. Plumbers often refer their customers to Getz and if a customer purchases their fixtures from Getz, the plumber typically receives a commission of 10 to 15% on the total sale. What type of sales channel is Getz Plumbing Supply utilizing?

Jeff is the owner of Bayou Adventure in southeast Louisiana and sells a variety of fishing equipment for salt and fresh water fishing. Recently, Mike sold Jeff an initial order of 35 rods and reels that his company had developed. Two weeks after the rods and reels had been delivered, Mike contacted Jeff by phone to see how the rods and reels were doing and if Jeff had any questions or concerns. What stage of the sales process is Mike in now?