Exam 18: Sales Promotion and Personal Selling

Jayson typically negotiates the price with prospective customers because he knows price is the most effective negotiating tool when closing a sale.

Groupon.com and Crowdsaver combine elements of sales promotions with:

One goal of infomericals is to generate quick sales.Customers may be urged to purchase a Popeil Pocket Fisherman "in the next 24 hours" in order to receive a free package of rubber worms.In terms of sales promotion tools,the rubber worms are a:

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.

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 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 this 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:

Trade shows are an excellent place to introduce new products to the marketplace.

The most widely used promotional medium is:

Sales promotion:

Creating a(n)_____ during a sales approach helps salespeople optimize their time and resources.

New subscribers to Men's Health magazine receive a free copy of Men's Health Total Fitness Guide.The Fitness Guide is an example of a(n):

Packaged-goods marketers such as Kellogg's and Betty Crocker have increased their use of coupons recently due to:

Digital Cookware Digital Cookware has developed a new kind of skillet that should make cooking easier for many non-chefs.The skillet has a display on its handle that beeps to alert the cook when the pan's target temperature is reached.The skillet,with the aid of an accompanying cookbook,will take much of the guesswork out of cooking.Digital Cookware is a small company,and it has invested considerable money in developing this new technology,which it eventually hopes to use in an entire line of pots and pans.It has run some small ads for the new skillet in cooking magazines and has been featured on some morning talk shows.It needs a quick infusion of cash to maintain its current operational level and to develop the rest of the cookware line.Digital Cookware is considering some kind of sales promotion. -Refer to Digital Cookware.The company's first task is to define its exact sales promotion objective.If the goal of the company is to persuade customers to buy its brand of skillet as opposed to one of the skillets made by its competition,it should:

Dave is in charge of finding sponsors for the 2011 Riverbend Festival.He is meeting with marketing representatives from Wrangler jeans and First Tennessee National Bank,attempting to convince them to sponsor the event.Dave is engaged in personal selling.

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

The first step in the selling process is approaching the customer and probing needs.

Martina buys cola every week at the grocery store,but she always buys whatever is on sale.Coca-Cola,Pepsi,RC Cola-it doesn't matter to her.She is happy with whatever costs the least.Martina would be characterized as a:

Trade sales promotions are popular among manufacturers because they can do all of the following at trade shows EXCEPT:

Lead qualification involves determining whether a prospect has:

Kraft Foods Kraft Foods has established dedicated teams to focus on their business with many of their largest customers.With "Team Kroger," Kraft has combined with Nabisco selling organizations in order to bring more unique shopper insights to Kroger supermarkets.This helps Kroger understand their shoppers and customize their programs to grow even more.At the same time,Kraft has strengthened its relationship with Kroger by gaining a better understanding of the supermarket's needs and how it can help support Kroger's business objectives concurrently with its own. -Refer to Kraft Foods._____ is the identification of those firms and people most likely to buy Kraft products.

Sales promotion offers an incentive to buy.