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.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:

List and briefly describe five of the many functions commonly performed by public relations departments.

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

As a manufacturer of ready-to-drink iced tea,Nestea sells a highly standardized product to consumers all over the United States.You would expect Nestea to rely on _____ to promote its product.

Companies that show support for recycling efforts and other examples of green marketing through advertising are engaged in:

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

Digital Cookware 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:

Consultative selling:

An article in the Wall Street Journal about GM's turn around strategy and new upcoming product,the Volt,would be an example of _____.

Which of the following is a public relations strategy that involves getting a product,service,or company name to appear in a movie or television show?

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

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.Which type of selling does this Kraft perform with Wal-Mart?

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 student members might agree to pay lodging and travel expenses in return for the entertainer reducing his or her fees by $100.This is an example of:

Manufacturers use trade promotions because they generate excitement among consumers.

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

A(n)_____ is an extra item offered to the consumer,usually in exchange for some proof that the promoted product has been purchased.

The use of trade shows,conventions,and conferences to contact customers:

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:

Lead qualification involves determining whether a prospect has:

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