Exam 18: Sales Promotion and Personal Selling

All of the following statements characterize the traditional personal selling approach EXCEPT:

The goal of sales promotion (regardless of what form it takes)is usually:

Point-of-purchase promotions are seldom used as a sales promotion tool because most purchase decisions are made before consumers ever enter a store.

Lead qualification involves determining whether a prospect has:

You are the sales manager for K-D Lamp Company,a manufacturer of custom-made lighting fixtures.You are responsible for designing the training program for its new salespeople.List four major areas in which you would like your salespeople to receive instruction.

Dell's back-to-school program allows students who buy a new laptop computer for college to get a free printer.The printer giveaway is a(n):

For which of the following products would its producer be more likely to choose personal selling rather than advertising or sales promotion to market it?

Sales promotion offers an incentive to buy.

College Entertainers Most colleges and universities have a campus activity board that brings entertainers and special events to campuses.To locate and hire these entertainers,many campuses send their student activity board members to one of the seven regional or the national NACA (National Association of Campus Activities)conventions.More than 100 entertainers,talent agencies,and companies that provide promotional services exhibit their products at these conventions in an area similar to a trade show.(Conference attendees call this the Marketplace. ) Approximately 20 entertainers are selected to present a short program (called a showcase)in which they demonstrate what they would do if hired to perform on campus.Many other entertainers have videos and CDs,which they hand out to student attendees.Only one or two members of any student group can actually set up a contractual agreement with an entertainer or his or her agency.Other student attendees provide input as to which entertainers best match the demographics of their institutions. -Refer to College Entertainers.When some of the entertainers visit campuses,they give free T-shirts to people who came to see them perform.These T-shirts are examples of:

Oakley Grove and Abraham Enterprises both market oranges and grapefruits.Oakley Grove has been in business for almost 40 years,while Abraham Enterprises has only been selling citrus fruit for about 18 months.Abraham Enterprises would like to take business away from Oakley Grove,and Oakley Grove wants to retain all of its customers.Explain which sales promotions each should emphasize in its marketing mix.

All of the following statements describe an advantage of personal selling over other forms of promotion EXCEPT:

List the advantages personal selling offers over other forms of promotion.

All of the following are typical sales force performance measures EXCEPT:

To qualify a sales lead,a salesperson must identify the person in an organization who has the authority to buy the product and must close the sale with that individual.

One of the best methods for creating and rewarding brand loyalty among consumers who might otherwise switch to competing brands is a:

Seagram's Coolers has asked bartenders in New York City to submit cocktail recipes to its Web site.From these entries,the winning recipe will be selected.The winner of this _____ gets to take a friend on a five-night trip to Tahiti.

Generally,companies with lower levels of compensation:

When a salesperson asks for the sale,he or she is:

Which of the following statements about online sales promotions is true?

_____ is a sales practice that involves building,maintaining,and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships.