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Exam 18: Sales Promotion and Personal Selling

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Question 21

True/False

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Before approaching the customer,a salesperson should learn as much as possible about the prospect's organization and its buyer.

A) True
B) False

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Question 22

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_____ is marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service.

A) Publicity
B) Sales promotion
C) Promotion
D) Advertising
E) Motivation selling

F) All of the above
G) A) and B)

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Question 23

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Kraft Foods has established dedicated teams to focus on their business with many of their largest customers.With "Team Kroger," Kraft has combined with Nabisco selling organizations in order to bring more unique shopper insights to Kroger supermarkets.This helps Kroger understand their shoppers and customize their programs to grow even more.At the same time,Kraft has strengthened its relationship with Kroger by gaining a better understanding of the supermarket's needs and how it can help support Kroger's business objectives concurrently with its own. -Refer to Kraft Foods.Which type of selling does this Kraft perform with Kroger?

During the preapproach,the salesperson would:

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.

All of the following are responsibilities and decisions for a sales manager EXCEPT:

As part of the needs assessment,the consultative salesperson must learn everything there is to know about:

Which type of consumer sales promotion rewards loyal consumers for making multiple purchases of a particular good or service?

In traditional selling,more time is spent _____ than in relationship selling.

Jel Sert Company makes convenient,durable,and eye-catching packaging.Its salesperson is demonstrating to a manufacturer of sports drinks how Jel Sert's packaging would serve as a silent salesperson for its products.The salesperson is conducting a _____.

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

The Men's Health Center offers free blood pressure tests,cholesterol screening tests,and prostate exams one day each year.These free health tests are an example of a:

The use of trade shows:

You are responsible for sales promotion for Replenishmints,long-lasting breath mints that contain a blend of vitamins and other nutrients specifically formulated for smokers and for people exposed to tobacco in their environment.You need to introduce the mints to supermarket managers and owners,attract and identify new store contacts,and test market the response to Replenishmints.Which type of trade promotion will help you reach your objectives in the most cost effective way?

When a salesperson offers a discount if a prospect places a larger order,he or she is using the process of:

Kinko's has built a long-term business relationship with PeopleSoft in which PeopleSoft awards much of its training and education materials printing to Kinko's.Which promotional activity was most likely used to make this $5 million deal?

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

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 student activity board members who attended a NACA convention 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 that type of language would not be welcome at their college.The agent promised the group that the comedians were able and willing to perform an act that the students could bring their grandmothers to see without being embarrassed.In this example,the agent was:

Point-of-purchase promotions work best for:

Consultative selling: