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

Seagram's Coolers has asked bartenders in New York City to submit cocktail recipes to its Web site.From these entries,the winning recipe will be selected.The winner of this _____ gets to take a friend on a five-night trip to Tahiti.

_____ is the promotional mix element that evaluates public attitudes,identifies issues that may elicit public concern,and executes programs to gain public understanding and acceptance.

Marketers find it much easier to evaluate the effectiveness of advertising than the effectiveness of sales promotions.

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.Which sales promotion tool is Butterball using when shoppers in a store are offered a bite-sized portion of the turkey?

The knowledge that most businesses depend on repeat sales is the basis of:

An example of product placement is when James Bond drives a Jaguar in a James Bond movie.

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?"

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.If Butterball printed a certificate in a newspaper or magazine advertisement that allowed consumers to receive $2.00 off if they purchase a Butterball turkey,they would be using:

All of the following are types of consumer sales promotions EXCEPT:

The first step in the selling process is:

Danny is in charge of new business development for his advertising agency.He recently made a sales presentation to the administration of Northwest Medical System to discuss the creative approaches his agency would use to differentiate Northwest Medical from its competition.Danny ended the presentation by asking,"When would you like our firm to begin working on your new brand awareness campaign?" In which stage of the selling process would such a question most likely be asked?

What is sales promotion? What are the objectives of sales promotion?

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.The temporary shelves that are put up in the stores that include complementary products for a holiday meal,such as dressing mixes,canned vegetables,cranberry sauce,and so on,is an example of a(n):

Cisco's WebEX web conferencing and collaboration solutions is designed to generate more qualified leads with powerful,targeted,cost-effective web based seminars.Such Internet seminars are also known as:

Relationship selling is also called:

Each year,Atlanta hosts the Peachtree Road Race,a running event that attracts many world-caliber racers.This year race officials also sanctioned a race conducted in Iraq so that soldiers from the state would not have to miss the annual event.The winners of the Mid-east race as well as scenes of the actual race were televised.In terms of a promotional mix,this Iraqi Peachtree Race was as example of:

A rebate is a cash refund.

All of the following are examples of point-of-purchase promotions EXCEPT:

Contests generally draw more entries than sweepstakes do.

Which of the following statements about handling objections is true?