Exam 18: Sales Promotion and Personal Selling

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

The use of trade shows,conventions,and conferences to contact customers:

A(n)_____ is an extra item offered to the consumer,usually in exchange for some proof that the promoted product has been purchased.

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

The _____ is a process that describes the homework that must be done by a salesperson before he or she contacts a prospect.

A _____ is a cash refund given to consumers for the purchase of a product during a specific time period.

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

Oakley Grove and Abraham Enterprises both market oranges and grapefruits.Oakley Grove has been in business for almost 40 years,while Abraham Enterprises has only been selling citrus fruit for about 18 months.Abraham Enterprises would like to take business away from Oakley Grove,and Oakley Grove wants to retain all of its customers.Explain which sales promotions each should emphasize in its marketing mix.

Marketers find it much easier to evaluate the effectiveness of advertising than the effectiveness of sales promotions.

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._____ is the identification of those firms and people most likely to buy Kraft products.

_____ 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.

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

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:

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

Point-of-purchase promotions work best for:

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

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.

Tremaine Hughes is a salesperson for Allied Pets,a company that sells veterinarian supplies.He is working on a needs assessment for East Athens Veterinary Clinic.What information will he need to find out about East Athens?

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

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