Exam 18: Sales Promotion and Personal Selling

All of the following would be a target for a trade sales promotion offered by Rubbermaid,a manufacturer of storage and organization products,EXCEPT:

Meta Singh is expected to sell two surgical laser systems each month.This sales objective is an example of a quota.

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.Consumers submitting a recipe online in hopes of winning the $1,000 prize are participating in which type of sales promotion?

Effective sales management begins with:

Shelby is a salesperson for Kohler,a company that sells plumbing fixtures.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 Shelby do?

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

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

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.Why might rebates be a really good sales promotion for Digital Cookware to use?

A(n)_____ is an extra item offered to the consumer,usually in exchange for some proof that the promoted product has been purchased.

Consumers who buy your product most or all of the time are called:

Coupons,premiums,contests,free samples,and frequent buyer programs are examples of:

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?

Online sales promotions have so far proven ineffective in generating acceptable response rates.

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

Danita is in charge of new business development for her advertising agency.She recently made a sales presentation to the administration of Northwest Medical System to discuss the creative approaches her agency would use to differentiate Northwest Medical from its competition.Danita ended the presentation by asking,"When would you like our firm to begin working on your new brand awareness campaign?" In which stage of the selling process would such a question most likely be asked?

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 entertainers' showcases are examples of:

Jack's Pet Store offers customers who purchase pet food a "Baker's Dozen" card.After customers purchase 12 bags of pet food from Jack's,they get the 13th bag free.The Baker's Dozen card is an example of a:

Which of the following statements about handling objections is true?

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:

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: