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

Cobranded credit cards are used in conjunction with:

Christy recently began selling Arbonne skin care products on a part-time basis.She began by telling all her friends and relatives about the product.Then she called old friends from her college days and reached out to the friends of her friends.This technique for generating leads is called:

Which of the following statements about contests and sweepstakes is true?

The Men's Health Center offers free blood pressure tests,cholesterol screening tests,and prostate exams one day each year.These free health tests are an example of a:

To overcome low redemption rates for coupons,marketers are doing all of the following EXCEPT:

Loyalty marketing programs are targeted to people who consistently buy the least expensive brand.

New subscribers to Men's Health magazine receive a free copy of Men's Health Total Fitness Guide.The Fitness Guide is an example of a(n):

The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking products.Finalists are brought to Pillsbury kitchens to bake their recipes so the winner of a cash prize can be chosen.This is an example of a:

In relationship selling,salespeople focus more time on generating leads than on qualifying leads.

Whenever Jeff buys a box lunch at Heavenly Ham,he gets a stamp on his "Lunch Bunch" card.When he has 10 stamps,he can exchange the card for a free box lunch.This is an example of a(n):

When Apple offers to give any consumer who purchases a Macintosh computer a free iPod,this is an example of a premium offer.

The set of steps a salesperson goes through to sell a particular product is called the:

Which of the following statements about the relative amount of time spent in the selling process by different types of salespeople is true?

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.If consumers receive a free spatula with the purchase of Digital Cookware,this is an example of which type of consumer sales 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.If Digital Cookware offered the sales associates at a chain of cooking stores a bonus for each digital skillet they sold,it would be an example of:

Often the task of lead qualification is handled by a telemarketing group or a sales support person who frees the sales representative from the time-consuming task by engaging in:

Relationship selling:

Consumer sales promotion seeks to reach new users,keep current users,and entice users to stock up.It can also be used to reinforce advertising for the good or service.Name and define five consumer sales promotional tools.

Butterball Turkey 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.Consumers submitting a recipe online in hopes of winning the $1,000 prize are participating in which type of sales 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.The company's first task is to define its exact sales promotion objective.If the goal of the company is to persuade customers to buy its brand of skillet as opposed to one of the skillets made by its competition,it should: