Question 1

Kaye noticed that Bounce dryer sheets have a peel-off sticker worth $1.00 off that purchase.The peel-off stickers are:

Accepted Answer

A) Premiums. 
B) trade discounts. 
C) purchase allowances. 
D) in-store coupons. 
E) functional allowances. 
A) Premiums. 
B) trade discounts. 
C) purchase allowances. 
D) in-store coupons. 
E) functional allowances. D

Question 2

As a manufacturer of jams and jellies,Smucker's sells a highly standardized product to consumers all over the United States.You would expect Smucker's to rely on _____ to promote its product.

Accepted Answer

A) public relations 
B) personal selling 
C) advertising and sales promotion 
D) publicity and direct marketing 
E) product innovation 
A) public relations 
B) personal selling 
C) advertising and sales promotion 
D) publicity and direct marketing 
E) product innovation C

Question 3

The first step in the selling process is:

Accepted Answer

A) qualifying leads 
B) approaching the customer and probing needs 
C) developing and proposing solutions 
D) making a sales presentation 
E) generating leads 
A) qualifying leads 
B) approaching the customer and probing needs 
C) developing and proposing solutions 
D) making a sales presentation 
E) generating leads E

Question 4

Point-of-purchase promotions work best for:

Accepted Answer

A) high-involvement products. 
B) purchases that require extensive decision making. 
C) complex products that require technical knowledge to operate. 
D) impulse buys. 
E) expensive products like perfume and jewelry. 
A) high-involvement products. 
B) purchases that require extensive decision making. 
C) complex products that require technical knowledge to operate. 
D) impulse buys. 
E) expensive products like perfume and jewelry.

Question 5

_____ is money offered to channel intermediaries to encourage them to sell the manufacturer's product.

Accepted Answer

A) A trade allowance 
B) Push money 
C) A selling deal 
D) A premium payment 
E) A direct trade sales promotion 
A) A trade allowance 
B) Push money 
C) A selling deal 
D) A premium payment 
E) A direct trade sales promotion

Question 6

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

Accepted Answer

A) a retailer called The Container Store. 
B) a kitchen department in a large discount store. 
C) a wholesaler of plastic storage bins. 
D) a Rubbermaid distributor. 
E) a consumer who needs to organize her college dorm room. 
A) a retailer called The Container Store. 
B) a kitchen department in a large discount store. 
C) a wholesaler of plastic storage bins. 
D) a Rubbermaid distributor. 
E) a consumer who needs to organize her college dorm room.

Question 7

The goal of sales promotion (regardless of what form it takes)is usually:

Accepted Answer

A) immediate purchase 
B) return on investment 
C) cost control 
D) market share leadership 
E) economies of scale 
A) immediate purchase 
B) return on investment 
C) cost control 
D) market share leadership 
E) economies of scale

Question 8

Before approaching the customer,a salesperson should learn as much as possible about the prospect's organization and its buyer.

Accepted Answer

A) True 
 B)False

Question 9

The final selling duty for most successful salespeople is closing the sale.

Accepted Answer

A) True 
 B)False

Question 10

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:

Accepted Answer

A) coupons. 
B) price-offs. 
C) premiums. 
D) loyalty marketing. 
E) sampling. 
A) coupons. 
B) price-offs. 
C) premiums. 
D) loyalty marketing. 
E) sampling.

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

Sales promotion is marketing communicati

Question 13

Ron Popeil has combined personal selling with advertising and sales promotion through his infomercials.

Accepted Answer

A) True 
 B)False

Question 14

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Accepted Answer

A) True 
 B)False

Question 15

The use of trade shows:

Accepted Answer

A) is not an important aspect of sales promotion. 
B) can help companies identify new prospects. 
C) does not help introduce new products. 
D) does not enhance corporate morale. 
E) is a disadvantage in that it is usually impossible to display the product itself. 
A) is not an important aspect of sales promotion. 
B) can help companies identify new prospects. 
C) does not help introduce new products. 
D) does not enhance corporate morale. 
E) is a disadvantage in that it is usually impossible to display the product itself.

Question 16

Co-branded credit cards are used in conjunction with:

Accepted Answer

A) self-perpetuating premiums. 
B) loyalty marketing programs. 
C) trade consumer promotions. 
D) consumer discount programs. 
E) functional consumer discounts. 
A) self-perpetuating premiums. 
B) loyalty marketing programs. 
C) trade consumer promotions. 
D) consumer discount programs. 
E) functional consumer discounts.

Question 17

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.

Accepted Answer

TRADE ALLOWANCES are price reductions of

Question 18

Which type of buyer do you think would purchase one of Ron Popeil's products,such as the Veg-O-Matic?

Accepted Answer

A) loyal customers 
B) competitor's customers 
C) brand switchers 
D) price buyers 
E) All of the choices are potential customers for a Veg-O-Matic. 
A) loyal customers 
B) competitor's customers 
C) brand switchers 
D) price buyers 
E) All of the choices are potential customers for a Veg-O-Matic.

Question 19

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:

Accepted Answer

A) functional marketing. 
B) relationship selling. 
C) consumer promotions. 
D) startup marketing. 
E) trade promotions. 
A) functional marketing. 
B) relationship selling. 
C) consumer promotions. 
D) startup marketing. 
E) trade promotions.

Question 20

Relationship selling:

Accepted Answer

A) is also called adaptive selling. 
B) is more concerned with making a sale than with developing customer trust. 
C) is more typically used when selling low-involvement products in the consumer market. 
D) emphasizes a win-win outcome. 
E) is declining in popularity among businesses because the costs are becoming prohibitive. 
A) is also called adaptive selling. 
B) is more concerned with making a sale than with developing customer trust. 
C) is more typically used when selling low-involvement products in the consumer market. 
D) emphasizes a win-win outcome. 
E) is declining in popularity among businesses because the costs are becoming prohibitive.

Exam 18: Sales Promotion and Personal Selling

Kaye noticed that Bounce dryer sheets have a peel-off sticker worth $1.00 off that purchase.The peel-off stickers are:

As a manufacturer of jams and jellies,Smucker's sells a highly standardized product to consumers all over the United States.You would expect Smucker's to rely on _____ to promote its product.

The first step in the selling process is:

Point-of-purchase promotions work best for:

_____ is money offered to channel intermediaries to encourage them to sell the manufacturer's product.

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

The goal of sales promotion (regardless of what form it takes)is usually:

Before approaching the customer,a salesperson should learn as much as possible about the prospect's organization and its buyer.

The final selling duty for most successful salespeople is closing the sale.

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

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

Ron Popeil has combined personal selling with advertising and sales promotion through his infomercials.

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

The use of trade shows:

Co-branded credit cards are used in conjunction with:

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.

Which type of buyer do you think would purchase one of Ron Popeil's products,such as the Veg-O-Matic?

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:

Relationship selling:

An Overview of Marketing

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Ethics and Social Responsibility

The Marketing Environment

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Segmenting and Targeting Markets

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