Exam 18: Sales Promotion and Personal Selling

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

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 _____.

As part of the needs assessment,the consultative salesperson must learn everything there is to know about:

Personal selling becomes a more important promotional tool as product complexity and buyer risk increase.

Which of the following statements about handling objections is true?

Compare and contrast contests and sweepstakes.

Contests generally draw more entries than sweepstakes do.

Christy recently began selling Arbonne skin care products on a part-time basis.She began by telling all her friends and relatives about the product.Then she called old friends from her college days and reached out to the friends of her friends.This technique for generating leads is called:

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

List the advantages personal selling offers over other forms of promotion.

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:

Personal selling is more important than advertising and sales promotion if:

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.District sales managers at Advanced Bionics often spend three days per week in the field coaching and monitoring sales reps.This time in the field with sales reps is an important final task in the management process known as _____.

To overcome low redemption rates for coupons,marketers are doing all of the following EXCEPT:

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. The temporary shelves that are put up in the stores that include complementary products for a holiday meal,such as dressing mixes,canned vegetables,cranberry sauce,and so on,is an example of a(n):

A good salesperson considers objections a legitimate part of the purchase decision.

Guilden Corporation has instructed its new salesperson that she is responsible for selling 5 display cases with infrared heating capability per week,plus calling on 5 current and 10 potential customers.These objectives comprise her:

How can technology be helpful as a sales tool?

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 or the national NACA (National Association of Campus Activities) conventions. 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:

Sales departments have traditionally been organized by all of the following EXCEPT: