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Exam 18: Sales Promotion and Personal Selling

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Question 51

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

A) A frequent buyer program
B) An 80/20 program
C) A net worth program
D) A premium program
E) A continuity program

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

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Question 52

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Selling products through television with memorable catch phrases such as "But wait,there's more!" and "Operators are standing by" have enabled Ron Popeil to turn advertising into:

A) switch and bait selling
B) cold calling
C) personal selling
D) prospecting
E) a sales proposal

F) C) and D)
G) B) and D)

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Question 53

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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 conventions or the National Association of Campus Activities (NACA) convention.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:

_____ sales promotions are targeted toward the ultimate end-user market.

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

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 conventions or the National Association of Campus Activities (NACA) convention.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 and agency representatives engage in _____ in the Marketplace.

Boeing is one of the largest aircraft manufacturers in the world.The company sells aircrafts to airlines around the world,such as Delta,China Air,and AirFrance.You would expect Boeing to rely on _____ to promote its vessels.

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

Personal selling is more important than advertising and sales promotion if:

Relationship selling is more typical with selling situations for consumer goods.

A certificate that entitles consumers to an immediate price reduction when they buy the product is called a(n) :

Because Ron Popeil has sold his products for over 30 years on television,many viewers have gotten to know him and feel he is being sincere about his products' benefits.Popeil has turned his long-term familiarity with viewers into a form of relationship selling.

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

Ron Popeil's sales pitches are targeted to members of the marketing channel,such as wholesalers and retailers.

General Motors is offering the sales force at Meers Furniture Emporium a $100 reward for each Chevy Volt sold in the next 30 days.What type of trade sales promotion is the $100?

The objectives of a promotion depend on the general behavior of target consumers.

What is automated e-mail follow-up marketing? How does it work?

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:

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:

To encourage consumers to redeem coupons,marketers are doing all of the following EXCEPT: