Q&A Hero

Q: Hewlett-Packard offered $25 to individual Office Depot salespeople for each HP Laser Jet printer they sold. The $25 is push money.

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

Q: Point-of-purchase (P-O-P) promotions are another name for the Web pop-ups that try to lure potential customers to other sites.

Q: Point-of-purchase promotions are seldom used as a sales promotion tool because most purchase decisions are made before consumers ever enter a store.

Q: Contests generally draw more entries than sweepstakes do.

Q: When Apple offers to give any consumer who purchases a Macintosh computer a free iPod, this is an example of a premium offer.

Q: A rebate is a cash refund.

Q: Coupon distribution by packaged-goods manufacturers has been increasing in recent years.

Q: Loyalty marketing programs are targeted to people who consistently buy the least expensive brand.

Q: Immediate purchase is usually the goal of sales promotion.

Q: Marketers find it much easier to evaluate the effectiveness of advertising than the effectiveness of sales promotions.

Q: Sales promotion offers an incentive to buy.

Q: Crisis management should begin before a crisis occurs.

Q: Companies increasingly are using the Internet in their public relations strategies.

Q: Cause-related marketing is when two competing companies come together to support a cause, such Breast Cancer Research.

Q: The sponsorship of NASCAR is an example of a public relations activity.

Q: An example of product placement is when James Bond drives a Jaguar in a James Bond movie.

Q: Publicity consists of programs developed by a company to capitalize on the factors that will enhance the firm's image and minimize those that generate negative images.

Q: 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?

Q: The first step in the personal selling process is sales lead generation. Define lead generation and explain why referral is a superior method for generating leads.

Q: List the seven steps in the personal selling process.

Q: Compare and contrast relationship selling and traditional personal selling.

Q: Discuss the customer and product conditions that suggest personal selling is more important than advertising and sales promotion.

Q: List the advantages personal selling offers over other forms of promotion.

Q: Business-to-business marketers use many of the same sales promotion tools used in consumer promotions. There are several tools, however, that are unique to these marketers. Name and briefly describe five of these unique sales promotion tools.

Q: Compare and contrast contests and sweepstakes.

Q: You are the sales promotion manager for Vita-Balls, a new children's vitamin that is designed to be chewed like gum. Your company uses a pull strategy, and you are responsible for recommending sales promotion tools to accomplish this strategy. Describe three specific sales promotion activities you would recommend for Vita-Balls.

Q: 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.

Q: Oakley Grove and Abraham Enterprises both market oranges and grapefruits. Oakley Grove has been in business for almost 40 years, while Abraham Enterprises has only been selling citrus fruit for about 18 months. Abraham Enterprises would like to take business away from Oakley Grove, and Oakley Grove wants to retain all of its customers. Explain which sales promotions each should emphasize in its marketing mix.

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

Q: A national chain of restaurants was accused of discriminating against African American customers. As the director of public relations for this chain, describe the public relations tool you would use to counter this negative publicity.

Q: What is cause-related marketing? Describe an example of this public relations tool other than those given in the chapter.

Q: List and briefly describe five of the many functions commonly performed by public relations departments.

Q: What is public relations? What is publicity?

Q: NARRBEGIN: Advanced BionicsAdvanced BionicsAdvanced 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 repsoften hired away from competing companiesto 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 salespeople, training them well, and managing them carefully.NARRENDRefer to Advanced Bionics. Medical Education Training Associates (META) handles the training of new Advanced Bionics sales reps. One of META's advanced courses focuses on building networks among the company's various stakeholders. Networking is often discussed as an approach for developing _____.a. new product ideasb. potential new clientsc. strategic resourcesd. sales force moralee. cost reduction strategies

Q: NARRBEGIN: Advanced BionicsAdvanced BionicsAdvanced 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 repsoften hired away from competing companiesto 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 salespeople, training them well, and managing them carefully.NARRENDRefer to Advanced Bionics. Advanced Bionics' technology is cutting-edge and their customers are very sophisticated. Salespeople need to persuade physicians, neurosurgeons, and orthopedic doctors to use Advanced Bionics' products. All of the following statements are advantages personal selling offers the company in comparison to other techniques EXCEPT:a. It can tailor the message to the customer needs.b. It is good for explaining the merits of complex products.c. It is inexpensive on a per contact basis.d. It can be specifically directed to the different types of accounts.e. It is effective in convincing a prospective client.

Q: NARRBEGIN: Advanced BionicsAdvanced BionicsAdvanced 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 repsoften hired away from competing companiesto 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 salespeople, training them well, and managing them carefully.NARRENDRefer to Advanced Bionics. Personal selling is important for Advanced Bionics because _____.a. its products are standardizedb. its buyers are not very technologically savvyc. the complexity of its products has decreasedd. its buyers are extremely dispersede. its products are high value

Q: NARRBEGIN: College EntertainersCollege EntertainersMost 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.NARRENDRefer to College Entertainers. The student members might agree to pay lodging and travel expenses in return for the entertainer reducing his or her fees by $100. This is an example of:a. engage in cross promotionb. negotiationc. countertraded. cross-selle. create a value chain

Q: NARRBEGIN: College EntertainersCollege EntertainersMost 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.NARRENDRefer 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:a. getting referralsb. doing a preapproachc. qualifying leadsd. using trade promotionse. handling objections

Q: NARRBEGIN: College EntertainersCollege EntertainersMost 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.NARRENDRefer to College Entertainers. The entertainers and agency representatives engage in _____ in the Marketplace.a. transformational managementb. countertradesc. all types of marketing communicationsd. personal sellinge. loyalty marketing programs

Q: NARRBEGIN: College EntertainersCollege EntertainersMost 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.NARRENDRefer to College Entertainers. The entertainers' showcases are examples of:a. samplingb. event sponsorshipsc. frequency programsd. reminder advertisinge. product placement

Q: NARRBEGIN: College EntertainersCollege EntertainersMost 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.NARRENDRefer to College Entertainers. When some of the entertainers visit campuses, they give free T-shirts to people who came to see them perform. These T-shirts are examples of:a. rebatesb. loyalty remindersc. premiumsd. informative advertisinge. trade promotions

Q: NARRBEGIN: Kraft FoodsKraft FoodsKraft Foods, the second largest food retailer in the world, recently reorganized its sales force, cut prices on key products, divested itself of lower-margin brands, and closed plants. While Kraft distributes its products through a myriad of resellers, Wal-Mart--the largest retailer in the world--is its biggest customer. Consequently, Kraft Foods, along with several other manufacturers, has a sales office located in Bentonville, Arkansas, which is where Wal-Mart's headquarters is located. The sales team in this office deals directly with Wal-Mart instead of other types of resellers like wholesalers. One might not see it as selling, however, because the sales force sells advice, assistance, and counsel to Wal-Mart and focuses on improving Wal-Mart's bottom line. Kraft also sells products to thousands of other resellers, and their approach varies depending upon the customer.NARRENDRefer to Kraft Foods. _____ is the identification of those firms and people most likely to buy Kraft products.a. Prospectingb. Lead qualificationc. The sales presentationd. The close proceduree. The sales approach

Q: NARRBEGIN: Kraft FoodsKraft FoodsKraft Foods, the second largest food retailer in the world, recently reorganized its sales force, cut prices on key products, divested itself of lower-margin brands, and closed plants. While Kraft distributes its products through a myriad of resellers, Wal-Mart--the largest retailer in the world--is its biggest customer. Consequently, Kraft Foods, along with several other manufacturers, has a sales office located in Bentonville, Arkansas, which is where Wal-Mart's headquarters is located. The sales team in this office deals directly with Wal-Mart instead of other types of resellers like wholesalers. One might not see it as selling, however, because the sales force sells advice, assistance, and counsel to Wal-Mart and focuses on improving Wal-Mart's bottom line. Kraft also sells products to thousands of other resellers, and their approach varies depending upon the customer.NARRENDRefer to Kraft Foods. The AIDA concept is encouraged among the sales teams that focus on other resellers besides Wal-Mart because it can help in the:a. JIT processb. communication processc. networking processd. selling processe. cold calling process

Q: NARRBEGIN: Kraft FoodsKraft FoodsKraft Foods, the second largest food retailer in the world, recently reorganized its sales force, cut prices on key products, divested itself of lower-margin brands, and closed plants. While Kraft distributes its products through a myriad of resellers, Wal-Mart--the largest retailer in the world--is its biggest customer. Consequently, Kraft Foods, along with several other manufacturers, has a sales office located in Bentonville, Arkansas, which is where Wal-Mart's headquarters is located. The sales team in this office deals directly with Wal-Mart instead of other types of resellers like wholesalers. One might not see it as selling, however, because the sales force sells advice, assistance, and counsel to Wal-Mart and focuses on improving Wal-Mart's bottom line. Kraft also sells products to thousands of other resellers, and their approach varies depending upon the customer.NARRENDRefer to Kraft Foods. Which type of selling does this Kraft perform with Wal-Mart?a. traditional personal sellingb. relationship or consultative sellingc. customer sellingd. interactive sellinge. focused selling

Q: NARRBEGIN: Butterball TurkeyButterball TurkeyEvery 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.NARRENDRefer 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):a. P-O-P displayb. trade allowancec. push moneyd. interactive kioske. sampling station

Q: NARRBEGIN: Butterball TurkeyButterball TurkeyEvery 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.NARRENDRefer to Butterball Turkey. Consumers submitting a recipe online in hopes of winning the $1,000 prize are participating in which type of sales promotion?a. premiumb. sweepstakec. social networkd. conteste. loyalty program

Q: NARRBEGIN: Butterball TurkeyButterball TurkeyEvery 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.NARRENDRefer to Butterball Turkey. Which sales promotion tool is Butterball using when shoppers in a store are offered a bite-sized portion of the turkey?a. couponb. premiumc. sweepstaked. primarye. sampling

Q: NARRBEGIN: Butterball TurkeyButterball TurkeyEvery 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.NARRENDRefer to Butterball Turkey. The meat thermometer Butterball provides with each turkey is an example a(n):a. add-onb. trade promotionc. bonus packd. rebatee. premium

Q: NARRBEGIN: Butterball TurkeyButterball TurkeyEvery 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.NARRENDRefer to Butterball Turkey. If Butterball printed a certificate in a newspaper or magazine advertisement that allowed consumers to receive $2.00 off if they purchase a Butterball turkey, they would be using:a. couponsb. price-offsc. premiumsd. loyalty marketinge. sampling

Q: NARRBEGIN: Digital CookwareDigital CookwareDigital 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.NARRENDRefer to Digital Cookware. If Digital Cookware offered the sales associates at a chain of cooking stores a bonus for each digital skillet they sold, it would be an example of:a. push moneyb. a trade allowancec. a trade rebated. pull moneye. a functional discount

Q: NARRBEGIN: Digital CookwareDigital CookwareDigital 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.NARRENDRefer to Digital Cookware. Digital Cookware is offering retailers a price reduction for allocating space for special displays its products. This type of trade sales promotion is called:a. push moneyb. trade allowancesc. event sponsorshipd. store demonstrationse. trade shows

Q: NARRBEGIN: Digital CookwareDigital CookwareDigital 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.NARRENDRefer 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?a. sampleb. premiumc. rebated. bonus packe. add-on

Q: NARRBEGIN: Digital CookwareDigital CookwareDigital 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.NARRENDRefer to Digital Cookware. Why might rebates be a really good sales promotion for Digital Cookware to use?a. They are useful in building long-term relationships with customers.b. They can create a great amount of publicity.c. They create mutually beneficial relationships between the manufacturer and its customers.d. They are good at enticing purchases, but most rebates are not redeemed.e. They can be piggybacked with similar products.

Q: NARRBEGIN: Digital CookwareDigital CookwareDigital 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.NARRENDRefer to Digital Cookware. The company's first task is to define its exact sales promotion objective. If the goal of the company is to persuade customers to buy its brand of skillet as opposed to one of the skillets made by its competition, it should:a. use on-pack couponsb. run a cooking contest that has contestants enter recipes that use the new skilletc. use price-off packagesd. use bonus packse. institute a loyalty marketing program

Q: Salespeople ensure that delivery schedules are met, that the good or service performs as promised, and that buyers are trained in the use of the product. All of these functions are part of _____, the final step in the selling process.a. the preapproachb. closingc. lead qualificationd. follow-upe. the sales presentation

Q: When a salesperson offers a discount if a prospect places a larger order, he or she is using the process of: a. summary b. assumption c. negotiation d. adaption e. follow-up

Q: _____ is the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement. a. Conciliation b. Negotiation c. Compromise d. Concession e. Dispensation

Q: Danny is in charge of new business development for his advertising agency. He recently made a sales presentation to the administration of Northwest Medical System to discuss the creative approaches his agency would use to differentiate Northwest Medical from its competition. Danny 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? a. closing the sale b. follow-up c. dealing with cognitive dissonance d. handling rejection e. qualifying the prospect

Q: When a salesperson asks for the sale, he or she is: a. closing the sale b. creating empathy c. reducing cognitive dissonance d. creating long-term reciprocal arrangements e. qualifying the sale

Q: What should the consultative salesperson do when the prospect says, "Are you telling me that your packaging will protect my fragile products better than your competitor's can?" a. conduct an unplanned needs assessment b. handle the question as an objection c. immediately leave the prospect's office d. ask for referrals e. modify his or her sales proposal

Q: Which of the following statements about handling objections is true? a. A professional salesperson should not anticipate objections. b. A salesperson should view objections as requests for more information. c. Objections should not be used to close the sale. d. A good salesperson dreads having to handle sales objections. e. Objectives can only be handled when they arise, not anticipated beforehand.

Q: For a powerful sales presentation, salespeople must do all of the following EXCEPT: a. ask close-ended questions b. incorporate visual elements that impart valuable information c. practice d. use direct eye contact e. use hand gestures and voice inflections

Q: 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. This is the _____ stage of the sale. a. leading b. development and proposal of solutions c. follow-up d. sales approach e. closing

Q: A _____ is a written document or professional presentation that outlines how a company's product will meet or exceed the client's needs. a. customer profile b. needs assessment c. sales proposal d. qualifying document e. forecast of needs

Q: As part of the needs assessment, the consultative salesperson must learn everything there is to know about:a. the product he or she is sellingb. the customers and their needsc. the competitiond. the industry in which he or she is sellinge. all of the choices

Q: A _____ is a determination of the customer's specific needs and wants and the range of options the customer has for satisfying them. a. stimulus-response continuum b. needs hierarchy c. needs assessment d. NASIC comparison e. sales probability

Q: During the preapproach, the salesperson would:a. ask for referralsb. learn as much as possible about the prospect's organization and its buyersc. create point-of-purchase displaysd. handle pricing objectionse. do all of these things

Q: A salesperson engaged in needs assessment does all of the following EXCEPT: a. researching the industry b. finding out about the competition c. knowing everything there is to know about the customer and its needs d. learning about the product or service e. handling objections

Q: The _____ is a process that describes the homework that must be done by a salesperson before he or she contacts a prospect. a. pre-sales dialogue b. preapproach c. prospect customerization d. closing preamble e. sale profiling procedure

Q: Often the task of lead qualification is handled by a telemarketing group or a sales support person who frees the sales representative from the time-consuming task by engaging in: a. prequalification b. database mining c. co-opting d. cold calling e. networking

Q: Lead qualification involves determining whether a prospect has: a. a recognized need, buying power, and a willingness to see a salesperson b. any interest in a product c. a real or imagined need for a product d. any resources e. a line membership in the company's buying center

Q: _____ involves of determining which sales prospects have a recognized need, buying power, and receptivity and accessibility. a. Prospect examination b. Customerization c. Lead reciprocity d. Lead qualification e. Bird-dogging

Q: 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: a. cannibalizing b. networking c. snowballing d. incremental approach e. multiplier effect

Q: _____ is a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in professional or civic organizations. a. People surfing b. Networking c. Co-opting d. Lead intermediation e. Looking for the golden parachute

Q: Joe Hamas sells for Rush Beverages. He is trying to convince retailers to carry his company's Ginseng Rush, a new all-natural beverage that delivers an energy punch without caffeine. When he gets retailers to agree to stock his product, he asks them for the names of other retail operations that might be interested in carrying it. He is using _____ to get his sales leads. a. networking b. cold calling c. referrals d. direct marketing e. noncompeting sales

Q: In traditional selling, more time is spent _____ than in relationship selling. a. qualifying leads b. following up c. handling objections d. approaching the customer and probing needs e. designing and proposing solutions

Q: Which of the following statements about the relative amount of time spent in the selling process by different types of salespeople is true? a. A consultative salesperson would spend a lot of time generating leads. b. A traditional salesperson would spend a lot of time following up the sale. c. A relationship salesperson would spend a lot of time handling objections. d. A relationship salesperson would spend a lot of time qualifying leads. e. A consultative salesperson would spend a lot of time closing the sale.

Q: 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: a. lead qualification b. lead generation c. sales presentation d. the close procedure e. moving through the sales continuum

Q: _____, or prospecting, is the identification of those firms and people most likely to buy the seller's offerings. a. Lead generation b. Lead qualification c. Customer mining d. Referral calling e. Cold calling