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

Trade sales promotions support a _____ strategy.

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 meat thermometer Butterball provides with each turkey is an example a(n):

Sales promotion:

_____ is the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement.

_____ is used by public relations specialists to handle the effects of unfavorable publicity.

Hewlett-Packard offered $25 to individual Office Depot salespeople for each HP Laser Jet printer they sold.The $25 is push money.

All of the following statements describe an advantage of personal selling over other forms of promotion EXCEPT:

Which of the following involves the association of a for-profit company with a nonprofit organization?

An article in Business Week about the reengineered Honda CRV is an example of:

_____ is a sales practice that involves building,maintaining,and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships.

A salesperson engaged in needs assessment does all of the following EXCEPT:

Personal selling becomes a more important promotional tool as product complexity and buyer risk increase.

A Wall Street Journal headline is "Best Buy Wins iPhone Lineup.This article represents _____ for Best Buy and Apple Inc.

By visiting the priceless.com site,Mastercard users can register for a chance to win an all-expense-paid trip for two to New York to see two Broadway plays.This prize package will be awarded through a(n)_____ since there is no skill involved.

Jel Sert Company makes convenient,durable,and eye-catching packaging.Its salesperson is demonstrating to a manufacturer of sports drinks how Jel Sert's packaging would serve as a silent salesperson for its products.This is the _____ stage of the sale.

Companies increasingly are using the Internet in their public relations strategies.

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 activity board members who attended a NACA convention were approached by a talent agent who represents a group of comedians who have been known to use profane language in their routines.Several of the college students told the agent that type of language would not be welcome at their college.The agent promised the group that the comedians were able and willing to perform an act that the students could bring their grandmothers to see without being embarrassed.In this example,the agent was:

For a powerful sales presentation,salespeople must do all of the following EXCEPT:

Point-of-purchase (P-O-P)promotions are another name for the Web pop-ups that try to lure potential customers to other sites.

Business-to-business marketers use many of the same sales promotion tools used in consumer promotions.There are several tools,however,that are unique to these marketers.Name and briefly describe five of these unique sales promotion tools.