Question 1

Consumer sales promotion seeks to reach new users,keep current users,and entice users to stock up.It can also be used to reinforce advertising for the good or service.Name and define five consumer sales promotional tools.

Accepted Answer

The answer of Consumer sales promotion seeks to reach new...

Question 2

Club Penguin is an online role-playing game for kids aged 6 to 14 operated by the Walt Disney Company.Players pay a monthly fee to gain access to all of Club Penguin's feature,although free memberships with limited access to games is also available.Disney offers free membership to Club Penguin in the hope that kids who like the game will ask their parents to pay for the full version.Disney is using which sales promotion tool?

Accepted Answer

A) Sponsorship 
B) Sampling 
C) Trade promotions 
D) In-pack couponing 
E) Premiums

Question 3

Neutrogena offered customers who purchased $30 worth of facial moisturizers,facial cleaners,and facial treatment products a $10 rebate by mail.This is an example of:

Accepted Answer

A) motivational selling. 
B) a trade promotion. 
C) a push strategy. 
D) personal selling. 
E) a sales promotion.

Question 4

Manufacturers use trade promotions because they generate excitement among consumers.

Accepted Answer

A) True 
 B)False

Question 5

The knowledge that most businesses depend on repeat sales is the basis of:

Accepted Answer

A) traditional personal selling. 
B) direct marketing. 
C) all trade promotions. 
D) relationship selling. 
E) product-oriented selling.

Question 6

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 has 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.If consumers receive a free spatula with the purchase of Digital Cookware,this is an example of which type of consumer sales promotion?

Accepted Answer

A) A sample 
B) A premium 
C) A rebate 
D) A bonus pack 
E) An add-on

Question 7

When compared to other forms of promotion,personal selling:

Accepted Answer

A) is more important as the number of potential customers increases. 
B) is more effective in selling frequently purchased products. 
C) can use a message customized to the immediate needs of the customers. 
D) is best for selling simple,low-involvement products. 
E) is less expensive.

Question 8

_____ is a sales practice that involves building,maintaining,and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships.

Accepted Answer

A) Networking 
B) Adaptive selling 
C) Stimulus-response selling 
D) Relationship selling 
E) Needs-dependent selling

Question 9

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

Accepted Answer

A) customer profile 
B) needs assessment 
C) sales proposal 
D) qualifying document 
E) forecast of needs

Question 10

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):

Accepted Answer

A) P-O-P display. 
B) trade allowance. 
C) push money. 
D) interactive kiosk. 
E) sampling station.

Question 11

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-size portion of the turkey?

Accepted Answer

A) A coupon 
B) A premium 
C) A sweepstake 
D) A primary 
E) Sampling

Question 12

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 people,training them well,and managing them carefully.
-Refer to Advanced Bionics.Personal selling is important for Advanced Bionics because:

Accepted Answer

A) its products are standardized. 
B) its buyers are not very technologically savvy. 
C) the complexity of its products has decreased. 
D) its buyers are extremely dispersed. 
E) its products are high value.

Question 13

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:

Accepted Answer

A) lead qualification. 
B) lead generation. 
C) sales presentation. 
D) the close procedure. 
E) moving through the sales continuum.

Question 14

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

Accepted Answer

A) premium 
B) trade discount 
C) purchase allowance 
D) rebate 
E) functional allowance

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

When a customer calls Ronco's 800 number and orders a product,which step of the selling process are Ronco representatives involved in?

Accepted Answer

A) closing the sale 
B) approaching the customer 
C) handling objectives 
D) needs assessment 
E) qualifying leads

Question 17

Ronco could offer customers who buy more than 3 Ronco products a year the chance to join the "Ronco Buyer's Club." Members could get a free product once a year and discounts on other products as part of Ronco's:

Accepted Answer

A) consumer focus group 
B) buyer's sweepstakes 
C) sales and marketing campaign 
D) loyalty marketing program 
E) marketing ploy

Question 18

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

Accepted Answer

A) To track response rates 
B) To increase introductory sales 
C) To create a greater sense of urgency to redeem the coupon 
D) To respond to claims that coupons adversely affect consumer behavior 
E) To limit the use of on-pack coupons

Question 19

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

Accepted Answer

A) Conciliation 
B) Negotiation 
C) Compromise 
D) Concession 
E) Dispensation

Question 20

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:

Accepted Answer

A) cannibalizing. 
B) networking. 
C) snowballing. 
D) incremental approach. 
E) multiplier effect.

Exam 18: Sales Promotion and Personal Selling