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

Tremaine Hughes is a salesperson for Allied Pets,a company that sells veterinarian supplies.He is working on a needs assessment for East Athens Veterinary Clinic.What information will he need to find out about East Athens?

General Mills has the "Box Top for Education" program in which several of the company's products have a little Box Top coupon on the package.Families buy the products and schools collect the coupons to redeem for money for the school.This is an example of:

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:

The first step in the personal selling process is sales lead generation.Define lead generation and explain why referral is a superior method for generating leads.

Advanced Bionics 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.Medical Education Training Associates (META)handles the training of new Advanced Bionics sales reps.One of META's advanced courses focuses on building networks among the company's various stakeholders.Networking is often discussed as an approach for developing _____.

When Darrell purchased a five-pound bag of 9 Lives cat food,he received a free can of the manufacturer's new gourmet cat food.The can of cat food is an example of a:

Shelby is a salesperson for Kohler,a company that sells plumbing fixtures.He has a prospect who is showing interest in learning more about his company's products,so now he must qualify this sales lead.What will Shelby do?

List the seven steps in the personal selling process.

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.

The final selling duty for most successful salespeople is closing the sale.

Kaye noticed Bounce fabric softener dryer sheets had a peel-off sticker worth $1.00 off that purchase.The peel-off stickers are:

Trade shows are an excellent place to introduce new products to the marketplace.

With relationship selling the salesperson would spend most of his or her contact time with the prospect talking about the product because the salesperson does not want to waste the customer's time.

Personal selling is more important than advertising and sales promotion if:

Stormbreaker,a new spymovie,details the story of Alex Rider who,after the death of his uncle,is recruited as an M16 spy.Armed with a special set of gadgets,Rider's mission is to save millions of lives.In James Bond fashion,the Cross pen serves as one of the key gadgets in the film.The maker of Cross pen paid to have its pen featured in this movie.This is an example of:

Discuss the customer and product conditions that suggest personal selling is more important than advertising and sales promotion.

How do public relations professionals use Internet Web sites?

Immediate purchase is usually the goal of sales promotion.

_____,or prospecting,is the identification of those firms and people most likely to buy the seller's offerings.

Northrop Grumman builds ocean-going vessels for the military and maritime shippers.You would expect this company to rely on _____ to promote its vessels.