Exam 18: Sales Promotion and Personal Selling

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.

List the seven steps in the personal selling process.

_____ are promotional exhibits set up at the retailer's location to build traffic,advertise the product,or induce impulse buying.They are targeted to consumers.

_____ is a process of finding out about potential clients from friends,business contacts,coworkers,acquaintances,and fellow members in professional or civic organizations.

Which of the following statements about handling objections is true?

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

Jack's Pet Store offers customers who purchase pet food a "Baker's Dozen" card.After customers purchase 12 bags of pet food from Jack's,they get the 13th bag free.The Baker's Dozen card is an example of a:

You are responsible for sales promotion for Replenishmints,long-lasting breath mints that contain a blend of vitamins and other nutrients specifically formulated for smokers and for people exposed to tobacco in their environment.You need to introduce the mints to supermarket managers and owners,attract and identify new store contacts,and test market the response to Replenishmints.Which type of trade promotion will help you reach your objectives in the most cost-effective way?

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 conventions or the National Association of Campus Activities (NACA)convention.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 members might agree to pay lodging and travel expenses in return for the entertainer reducing his or her fees by $100.This is an example of:

The seven steps of the selling process closely follow the:

Which of the following statements about online sales promotions is true?

Joe Hamas sells for Rush Beverages.He is trying to convince retailers to carry his company's Ginseng Rush,a new all-natural beverage that delivers an energy punch without caffeine.When he gets retailers to agree to stock his product,he asks them for the names of other retail operations that might be interested in carrying it.He is using _____ to get his sales leads.

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

Lancôme cosmetics sent a representative to Macy's to promote its beauty aids by performing facials and makeovers for customers.What type of trade sales promotion is this?

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?

Consumers who send in ten UPC symbols as proof of purchase of Chips Ahoy! cookies will receive a children's classic DVD.The DVD is an example of a:

During the preapproach,the salesperson would:

Ron Popeil has made millions of dollars capitalizing on the principle of sales promotion having more effect on behavior than attitude.

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.

When Ron Popeil shows how one of his products works during a Ronco infomercial,he is utilizing a trade promotion tool which is similar to a(n):