Exam 16: Sales Promotion and Personal Selling

When Jane Ming purchased a subscription to Southern Living magazine,she received a free cookbook entitled Christmas Cookies.The cookbook is an example of a(n):

One of the best methods for creating and rewarding brand loyalty among consumers who might otherwise switch to competing brands is a:

Falina Blanc typically negotiates the price with her prospective customers because she knows price is the most effective negotiating tool when closing a sale.

Tremaine Hughes is a salesperson for Allied Pets,a company that sells veterinarian supplies.He has a prospect who is showing interest in learning more about his company's products,so now he must qualify this sales lead.What will Hughes do?

Relationship selling:

_____ 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.

_____,or prospecting,is the identification of those firms and people most likely to buy the seller's offerings.

_____ is a form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects' needs or financial status.

Why are many marketers shortening the time in which a coupon can be redeemed?

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

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

Which of the following statements about recruiting and training the sales force is true?

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

SCENARIOS 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 College Entertainers.The student activity board members who attended a NACA conference 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 how poorly received that type of language was at their college.The agent promised the group the comedians he represented were able and willing to perform an act they could bring their grandmothers to see without being embarrassed.In this example,the agent was:

Montana's Best is a new precooked meal-in-a-bag product made from bison meat.The company is having difficulty gaining consumer acceptance of its bison products even though bison is high in protein and low in cholesterol,fat,and calories.Those who have tried the meat have agreed that it is tender and as delicious as any choice steak,and it is less expensive.Montana's Best should focus on which of the following sales promotion tools?

Which of the following statements about the impact of technology on personal selling is true?

Certain customer and product conditions indicate personal selling might work better than other forms of promotion.List four of these conditions.

Point-of-purchase promotions are seldom used as a sales promotion tool because most purchase decisions are made before consumers ever enter a store.

SCENARIOS 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 The Entertainment Book.BP-Amoco used _____ to enhance its relationships with its customers.

Salespeople ensure that delivery schedules are met,that the good or service performs as promised,and that buyers are trained in the use of the product.All of these functions are part of _____,the final step in the selling process.