Exam 15: Public Relations, Sales Promotion, and Personal Selling

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' showcases are examples of:

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Relationship selling is also called interactive selling.

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

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

A national chain of restaurants was accused of discriminating against African American customers.As the director of public relations for this chain,describe the public relations tool you would use to counter this negative publicity.

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

Kraft Foods Kraft Foods,the second largest food retailer in the world,recently reorganized its sales force,cut prices on key products,divested itself of lower-margin brands,and closed plants.While Kraft distributes its products through a myriad of resellers,Wal-Mart--the largest retailer in the world--is its biggest customer.Consequently,Kraft Foods,along with several other manufacturers,has a sales office located in Bentonville,Arkansas,which is where Wal-Mart's headquarters is located.The sales team in this office deals directly with Wal-Mart instead of other types of resellers like wholesalers.One might not see it as selling,however,because the sales force sells advice,assistance,and counsel to Wal-Mart and focuses on improving Wal-Mart's bottom line.Kraft also sells products to thousands of other resellers,and their approach varies depending upon the customer. -Refer to Kraft Foods._____ is the identification of those firms and people most likely to buy Kraft products.

Packaged-goods marketers such as Kellogg's and Betty Crocker have increased their use of coupons recently due to:

A certificate that entitles consumers to an immediate price reduction when they buy the product is called a(n):

The _____ is a process that describes the homework that must be done by a salesperson before he or she contacts a prospect.

Relationship selling is really just a new name for transactional selling.

Point-of-purchase promotions work best for:

The seven steps of the selling process closely follow the:

Compare and contrast relationship selling and traditional personal selling.

_____ are promotional exhibits set up at the retailer's location to build traffic,advertise the product,or induce impulse buying.They are targeted to consumers.

AT&T offered customers who purchased a Blackberry a $100 rebate if they signed up for a 2-year service contract.This is an example of:

Coupon distribution by packaged-goods manufacturers has been increasing in recent years.

Trade sales promotions are popular among manufacturers because they can do all of the following at trade shows EXCEPT:

Why are many marketers shortening the time in which a coupon can be redeemed?