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

Point-of-purchase promotions are seldom used as a sales promotion tool because most purchase decisions are made before consumers ever enter a store.

Compare and contrast contests and sweepstakes.

What are the two types of sales promotion?

You are the sales promotion manager for Vita-Balls,a new children's vitamin that is designed to be chewed like gum.Your company uses a pull strategy,and you are responsible for recommending sales promotion tools to accomplish this strategy.Describe three specific sales promotion activities you would recommend for Vita-Balls.

Publicity consists of programs developed by a company to capitalize on the factors that will enhance the firm's image and minimize those that generate negative images.

One of the major advantages to using point-of-purchase promotion is:

Salespeople ensure that delivery schedules are met,that the good or service performs as promised,and that buyers are trained in the use of the product.All of these functions are part of _____,the final step in the selling process.

Which sales promotion tool allows the consumer the opportunity to try a product or service for free?

Tara is a salesperson with several satisfied customers.She asks her customers to recommend her to their business associates.Tara is using cold calling to generate leads.

_____ is marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service.

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.The AIDA concept is encouraged among the sales teams that focus on other resellers besides Wal-Mart because it can help in the:

Coupons,premiums,contests,free samples,and frequent buyer programs are examples of:

General Mills put together a brochure titled,"A Guide to Good Food,Good Health," which it made available to elementary teachers at the beginning of a school year so that the teachers could use the brochures to explain to children why it is important to eat right.This is an example of which public relations tool?

General Mills is offering resellers a 10 percent discount on all cases of its granola bars purchased during the month of June.General Mills is offering a:

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.Personal selling is important for Advanced Bionics because _____.

The Starbucks Reward program rewards frequent Starbucks customers with free refills on brewed coffee,free beverages with whole bean purchases,beverage customization,and free Wi-Fi computer access.The program is an example of a:

What is public relations? What is publicity?

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.Advanced Bionics' technology is cutting-edge and their customers are very sophisticated.Salespeople need to persuade physicians,neurosurgeons,and orthopedic doctors to use Advanced Bionics' products.All of the following statements are advantages personal selling offers the company in comparison to other techniques EXCEPT:

Consumers who send it 10 UPC symbols as proof of purchase of Chip Ahoy cookies will receive a children's classic DVD.The DVD is an example of a:

All of the following would be a target for a trade sales promotion offered by Rubbermaid,a manufacturer of storage and organization products,EXCEPT: