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Exam 15: Sales Promotion and Personal Selling

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Question 51

Multiple Choice

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Guilden Corporation has instructed its new salesperson that she is responsible for selling 5 display cases with infrared heating capability per week,plus calling on 5 current and 10 potential customers.These objectives comprise which of the following?

A) her quota
B) her promotion goal
C) her contribution
D) her potentiality

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Question 52

Multiple Choice

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Which of the following comprises marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service?

A) promotion
B) sales promotion
C) advertising
D) publicity

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Question 53

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Sales leads are LEAST likely to be generated by which of the following?

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 convention 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 get to 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 and agency representatives engage in which of the following in the Marketplace?

Kraft Foods recently reorganized its sales force,cut prices on key products,divested itself of lower-margin brands,and closed plants.The activity that has proven most effective has been the reorganization of the sales force.Kraft Food now has one sales force,compared to four originally.Its 3,500 sales staffers are responsible for its entire product portfolio.The sales force works in integrated sales teams organized around product lines and assigned a sales quota.Any new problems encountered by the sales teams are shared with other teams.The sales teams are encouraged to use the AIDA concept (attention,interest,desire,and action) .The sales teams are well trained in networking,generating sales leads,sales forecasting,and negotiations.As a result of these changes,two-thirds of the Kraft portfolio showed a significant increase in market shares. -Refer to Kraft Foods.Which of the following is the identification of those firms and people most likely to buy Kraft products?

What is the usual goal of sales promotion (regardless of what form it takes) ?

What is one of the best methods for creating and rewarding brand loyalty among consumers who might otherwise switch to competing brands?

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.With the aid of an accompanying cookbook,the skillet 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 a rebate be a good sales promotion for Digital Cookware to use?

Which of the following sales force structures are gaining popularity in today's competitive selling environment for companies that emphasize relationship selling?

Which of the following statements characterizes the traditional personal selling approach?

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.With the aid of an accompanying cookbook,the skillet 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.Which of the following trade sales promotions would be inappropriate for Digital Cookware to use?

Which of the following is direct communication between a sales representative and one or more prospective buyers,for the purpose of making a sale?

Because of the high costs of coupons and their disappointing redemption rates,marketers of packaged goods are doing which of the following?

Salespeople should view objections as requests for information.

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 four popular consumer sales promotional tools.

Why did the manufacturer of Claritin,a drug for allergy sufferers that was designed to not result in sleepiness,give physicians free samples of the drug?

What are the tasks in the sales management process?

When is personal selling more important than advertising and sales promotion?

What do point-of-purchase promotions work best for?

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 convention 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 get to 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 Marketplace gives the entertainers and the agencies that represent entertainers an opportunity to engage in which of the following?