Exam 18: Sales Promotion and Personal Selling

Lancôme cosmetics has sent a representative to Macy's to promote its beauty aids by performing facials and makeovers for customers.What type of trade sales promotion is this?

Sometimes the compensation plan alone is not enough to motivate a sales team to produce the volume of sales or the profit margin required by management.Which of the following can be used to further motivate a sales team?

_____ sales promotions are targeted toward the ultimate end-user market.

Manufacturers use trade promotions because they generate excitement among consumers.

What should the consultative salesperson do when the prospect says,"Are you telling me that your packaging will protect my fragile products better than your competitor's can?"

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.The entertainers and agency representatives engage in _____ in the Marketplace.

_____ structures for sales force are gaining popularity in today's competitive selling environment for companies that emphasize relationship selling.

When Maya purchased a full-size bottle of Purell Hand Sanitizer,she received a free,purse-sized bottle as well.The purse-sized bottle is an example of a:

The first step in the selling process is:

Martina buys cola every week at the grocery store,but she always buys whatever is on sale.Coca-Cola,Pepsi,RC Cola-it doesn't matter to her.She is happy with whatever costs the least.Martina would be characterized as a:

Relationship selling is also called:

Which of the following is NOT a characteristic of a good salesperson?

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 meat thermometer Butterball provides with each turkey is an example a(n):

One of the major advantages to using point-of-purchase promotion is:

Tara is a salesperson with several satisfied customers.She asks her customers to recommend her to their business associates.Tara is using cold calling to generate leads.

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.If consumers receive a free spatula with the purchase of Digital Cookware,this is an example of which type of consumer sales promotion?

The most popular sales incentives are _____.

Kraft Foods has established dedicated teams to focus on their business with many of their largest customers.With "Team Kroger," Kraft has combined with Nabisco selling organizations in order to bring more unique shopper insights to Kroger supermarkets.This helps Kroger understand their shoppers and customize their programs to grow even more.At the same time,Kraft has strengthened its relationship with Kroger by gaining a better understanding of the supermarket's needs and how it can help support Kroger's business objectives concurrently with its own. -Refer to Kraft Foods.Each Kraft sales team member is given a statement of his or her individual sales objectives,usually based on sales volume.This is called a(n):

All of the following are examples of trade sales promotions EXCEPT:

How can technology be helpful as a sales tool?