Exam 18: Sales Promotion and Personal Selling

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

Kaye noticed Bounce fabric softener dryer sheets had a peel-off sticker worth $1.00 off that purchase.The peel-off stickers are:

_____ sales promotions are targeted toward the ultimate end-user market.

The final stage of sales management is evaluating the effectiveness and performance of the sales force.

Generally,companies with lower levels of compensation _____.

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.One of the keys to Advanced Bionics' success has been finding and hiring the right talent for sales positions.Finding and hiring new salespeople is known as _____.

For which of the following products would its producer be more likely to choose personal selling rather than advertising or sales promotion to market it?

Manufacturers use trade promotions because they generate excitement among consumers.

Often the task of lead qualification is handled by a telemarketing group or a sales support person who frees the sales representative from the time-consuming task by engaging in:

Why do some marketers offer rebates instead of price reductions to induce short-term sales?

Hewlett-Packard offered $25 to individual Office Depot salespeople for each HP Laser Jet printer they sold.The $25 is push money.

The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking products.Finalists are brought to Pillsbury kitchens to bake their recipes so the winner of a cash prize can be chosen.This is an example of a:

Trade sales promotions support a _____ strategy.

_____ is direct communication between a sales representative and one or more prospective buyers for the purpose of making a sale.

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?

Pirates of the Caribbean Online is Disney's multiplayer game based on the Pirates of the Caribbean movie franchise.For $9.99 per month,the online game lets players sink ships,hunt for buried treasure and go on various Pirate-oriented quests.Disney also offers a limited version of the game for free in the hope that those who like the game will decide to pay for the complete version.Disney is utilizing which sales promotion tool?

List the seven steps in the personal selling process.

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. Which sales promotion tool is Butterball using when shoppers in a store are offered a bite-sized portion of the turkey?

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

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.Digital Cookware is offering retailers a price reduction for allocating space for special displays its products. This type of trade sales promotion is called: