Exam 18: Sales Promotion and Personal Selling

General Mills is offering resellers a 10 percent discount on all cases of its granola bars purchased during the month of June.General Mills is offering a:

Lopez is the largest Hispanic-owned meat processor in the United States.To assist retailers in marketing its products,Lopez provides point-of-sale materials and offers special introductory discounts to retailers.Lopez uses:

Jayson typically negotiates the price with prospective customers because he knows price is the most effective negotiating tool when closing a sale.

Which of the following statements about the relative amount of time spent in the selling process by different types of salespeople is true?

Marketers find it much easier to evaluate the effectiveness of advertising than the effectiveness of sales promotions.

_____ is direct communication between a sales representative and one or more prospective buyers for the purpose of making a sale.

_____ is a process of finding out about potential clients from friends,business contacts,coworkers,acquaintances,and fellow members in professional or civic organizations.

All of the following are examples of point-of-purchase promotions EXCEPT:

Digital Cookware has developed a new kind of skillet that should make cooking easier for many non-chefs.The skillet has a display on its handle that beeps to alert the cook when the pan's target temperature is reached.The skillet with the aid of an accompanying cookbook will take much of the guesswork out of cooking.Digital Cookware is a small company,and it has invested considerable money in developing this new technology,which it eventually hopes to use in an entire line of pots and pans.It has run some small ads for the new skillet in cooking magazines and been featured on some morning talk shows.It needs a quick infusion of cash to maintain its current operational level and to develop the rest of the cookware line.Digital Cookware is considering some kind of sales promotion. -Refer to Digital Cookware.Digital Cookware is offering retailers a price reduction for allocating space for special displays its products.This type of trade sales promotion is called:

Every fall,Americans eat turkey during the holiday season.For some consumers,that is the only time they cook a turkey.Butterball has satisfied loyal customers for more than 50 years and fields about 100,000 phone calls every November from consumers asking cooking questions.So this year,Butterball decided to include a meat thermometer with each turkey so consumers can know when the big bird is ready to eat.Each year,Butterball also selects the best leftover recipe from those posted on its Web site through an online vote with consumers.The consumer submitting the recipe receiving the most votes wins a $1,000 prize.Butterball also hires a company to go into stores and provide bite-size turkey nuggets to consumers so they can taste how moist Butterball turkeys can be.Usually,the person providing the turkey will be standing next to temporary shelves with all the Thanksgiving fixings on it that are set up in the stores this time of year. -Refer to Butterball Turkey.The temporary shelves that are put up in the stores that include complementary products for a holiday meal,such as dressing mixes,canned vegetables,cranberry sauce,and so on,is an example of a(n):

What are the two types of sales promotion?

Trade sales promotions support a _____ strategy.

Use the chart to indicate the relative amount of time spent in each of the key steps of the selling process for both traditional selling and relationship/consultative selling.The first step has been completed for you. Kay Selline Steps Traditional Selline Relationship/Consultative Selline Generating leads High Low Qualifying leads Approaching the customer and probing needs Developing and proposing salutions Handling objections Closing the sale Following up

In relationship selling,salespeople focus more time on generating leads than on qualifying leads.

_____ is the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement.

The set of steps a salesperson goes through to sell a particular product is called the:

Research shows that coupons tend to increae the amount of a product bought.

AutoFry is the leading manufacturer of ventless deep fryers for supermarket deli and food service operations.It has developed a new high-capacity fryer.The company has decided to purchase a mailing list of thousands of food service managers and to send out brochures with a detachable card that the managers can use to request more information.AutoFry is involved in:

You are the sales promotion manager for Vita-Balls,a new children's vitamin that is designed to be chewed like gum.Your company uses a pull strategy,and you are responsible for recommending sales promotion tools to accomplish this strategy.Describe three specific sales promotion activities you would recommend for Vita-Balls.

Discuss the customer and product conditions that suggest personal selling is more important than advertising and sales promotion.Give some examples of products for which personal selling would likely be the best tactic.