Exam 18: Sales Promotion and Personal Selling

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.Each Kraft sales team member is given a statement of his or her individual sales objectives,usually based on sales volume.This is called a(n):

A new salesperson generally receives training in all of the following EXCEPT:

What should the consultative salesperson do when the prospect says,"Are you telling me that your packaging will protect my fragile products better than your competitor's can?"

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.

A rebate is a cash refund.

The Starbucks Reward program rewards frequent Starbucks customers with free refills on brewed coffee,free beverages with whole bean purchases,beverage customization,and free Wi-Fi computer access.The program is an example of a:

_____ involves of determining which sales prospects have a recognized need,buying power,and receptivity and accessibility.

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. Which type of selling does this Kraft perform with Wal-Mart?

A _____ is a written document or professional presentation that outlines how a company's product will meet or exceed the client's needs.

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

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:

AutoFry is the leading manufacturer of ventless deep fryers for supermarket deli and food service operations.It has developed a new high-capacity fryer.The company has decided to purchase a mailing list of thousands of food service managers and to send out brochures with a detachable card that the managers can use to request more information.AutoFry is involved in:

When a salesperson offers a discount if a prospect places a larger order,he or she is using the process of:

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.The AIDA concept is encouraged among the sales teams that focus on other resellers besides Wal-Mart because it can help in the:

When Darrell purchased a five-pound bag of 9 Lives cat food,he received a free can of the manufacturer's new gourmet cat food.The can of cat food is an example of a:

Jefferson Smurfit Company is a multibillion-dollar supplier of packaging materials.One of its salespeople rearranged production schedules at three different plants to satisfy an unexpected demand for boxes from General Electric.The salesperson's action is typical of the company's sales philosophy and indicates an emphasis on:

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

All of the following are examples of point-of-purchase promotions EXCEPT:

Sales promotion:

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 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: