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Exam 18: Personal Selling and Sales Promotion

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Question 81

Multiple Choice

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A major reason why Best Buy stopped using ___________ is because consumers perceived the redemption process as too complicated. It was also easy for them to forget about. Therefore, it had minimal use as a sales promotion method.

A) cents-off offers
B) premiums
C) buy-back allowances
D) rebates
E) demonstrations

F) A) and B)
G) B) and D)

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Question 82

Multiple Choice

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Janetta tells her sales manager that she will be devoting more effort to ____ in the coming weeks, as her list of potential customers has dwindled below the level of 30 firms recommended by the selling plan.

A) approaching customers
B) preapproaching
C) closing the sale
D) following up
E) prospecting

F) None of the above
G) A) and D)

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Question 83

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Because salespeople are an expense to the company, yet they are the ones who generate revenues for the company, management must strive to achieve optimality in the size of its sales force.

Cooperative advertising refers to advertisements promoting a product and identifying participating retailers that sell the product.

Tim has just finished compiling a list of potential customers and evaluating their ability, willingness, and authority to buy. He knows his next step in the personal selling process is to

Zack Freedman is an experienced salesperson who has worked for the same company for 20 years. When he is informed that he must attend a training seminar the following Tuesday, he believes it will most likely be about

Pharmaceutical firms often employ _______________ to inform doctors and hospitals about new drugs and market their benefits.

What is the rationale for having sales force objectives, and how are they developed?

The factors used to evaluate a salesperson's performance are based on the sales objectives set by the sales manager for that salesperson.

Training programs designed for experienced company salespeople generally are oriented toward product information.

Using referrals falls under the approach step in the personal selling process.

Describe consumer sales promotion and trade sales promotion, and then explain how they differ.

List the major types of salespeople and indicate how they differ.

One objective of consumer sales promotion techniques is to encourage patronage for a specific retail store.

Sydney won a hot-air balloon ride and dinner for two for being the top revenue-producing mortgage loan officer at her company for the month of October. This contest exemplifies a company's efforts at

Jake, a sales representative, is returning from a week on the road. One of his activities this week is to develop ____, which are designed to identify the customers called on and to present detailed information about interaction with those clients.

The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called

A marketer's selection of sales promotion techniques is influenced by the state of the competitive environment.

Scenario 18.2 Use the following to answer the questions. The Presto Company manufactures several types of household appliances, including blenders, waffle makers, and home deep fryers. Presto sells its products to retail stores such as Kohl's, Macy's, and JCPenney, through its own sales force. Kerry Wilson is one of Presto's salespeople, and is responsible for stores headquartered in Region 1 of the United States. Kerry has just come from a monthly meeting where she has been informed about the new stovetop grill that will be part of next season's lineup. Presto's marketing department has developed a promotional plan for the new grill and outlined that plan for the sales staff in the meeting. The promotional plan for the next 60 days will include television commercials that demonstrate the new grill, in-store rebates, and a customer contest for the best grilled sandwich recipe. In addition, Kerry and other members of the sales force will be given a free grill for their own home use so they can become more familiar with the product. Presto is also offering a free trip to New York City for their staff salesperson who has the highest dollar in sales to his or her stores. To encourage the retail stores to push this product, Presto will offer the retail store a $5 discount for each grill that the store purchases after the 60-day promotion is over. Refer to Scenario 18.2. Presto appears to be using ____ to educate its sales force.

If Green Giant wants to provide its resellers with a secondary incentive to stimulate repurchases after an initial consumer coupon campaign for its latest product, it can offer resellers a sum of money for each unit purchased. This type of sales promotion is a