Exam 18: Sales Promotion and Personal Selling

Which of the following sales promotion tools would be MOST appropriate for a competitor's customer?

Advanced Bionics is a global leader in the development of implantable,high-tech neurostimulation devices used to treat deafness and chronic pain.Just two-and-a- half years after introducing its new stimulators,the firm is doing $200 million in domestic sales. How has Advanced Bionics been so successful? Its success can be attributed to its outstanding products and to three aspects of its sales approach.First,Advanced Bionics hired the right talent for its sales force.Companies tend to use experienced sales reps-often hired away from competing companies-to sell new medical devices.This can be very expensive since experienced reps generally expect as much as $200,000 in annual income.So when Advanced Bionics brought its medical device to market,it hired people with no experience selling medical devices and turned them into sales reps.Hiring inexperienced salespeople created some problems,however,and the company experienced high turnover rates during its first two years in operation.Second,Advanced Bionics provided salespeople with a rigorous training program.Third,Advanced Bionics allowed salespeople to plan their own activities while managers monitored their progress and pushed them to improve.In short,the company has been able to succeed by selecting good salespeople,training them well,and managing them carefully -Refer to Advanced Bionics.District sales managers at Advanced Bionics often spend three days per week in the field coaching and monitoring sales reps.This time in the field with sales reps is an important final task in the management process known as:

Unlike other sales promotion activities,the objective of a loyalty marketing program is to:

As a manufacturer of jams and jellies,Smucker's sells a highly standardized product to consumers all over the United States.You would expect Smucker's to rely on _____ to promote its product.

With relationship selling,the objective is to build long-term branded relationships with customers,not just to sell products.

Advanced Bionics is a global leader in the development of implantable,high-tech neurostimulation devices used to treat deafness and chronic pain.Just two-and-a- half years after introducing its new stimulators,the firm is doing $200 million in domestic sales. How has Advanced Bionics been so successful? Its success can be attributed to its outstanding products and to three aspects of its sales approach.First,Advanced Bionics hired the right talent for its sales force.Companies tend to use experienced sales reps-often hired away from competing companies-to sell new medical devices.This can be very expensive since experienced reps generally expect as much as $200,000 in annual income.So when Advanced Bionics brought its medical device to market,it hired people with no experience selling medical devices and turned them into sales reps.Hiring inexperienced salespeople created some problems,however,and the company experienced high turnover rates during its first two years in operation.Second,Advanced Bionics provided salespeople with a rigorous training program.Third,Advanced Bionics allowed salespeople to plan their own activities while managers monitored their progress and pushed them to improve.In short,the company has been able to succeed by selecting good salespeople,training them well,and managing them carefully -Refer to Advanced Bionics.One of the keys to Advanced Bionics' success has been finding and hiring the right talent for sales positions.Finding and hiring new salespeople is known as sales force _____.