MKT 230 - Chapter 18

Hannah is a retail salesperson for Crate and Barrel in Chicago. She is most likely classified as Select one: a. an inside order taker. b. trade salespeople. c. a field order taker. d. an order getter. e. support personnel.

a

Heinz uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered Select one: a. consumer sales promotion methods. b. consumer sweepstakes. c. consumer incentives. d. buying allowances. e. trade sales promotion methods.

a

Signs, counter pieces, racks, and self-service cartons are all forms of Select one: a. point-of-purchase displays. b. in-store attention grabbers. c. demonstrations. d. retail media. e. premiums.

a

When a manufacturer rewards retailers based on the number of pieces moved through their scanners, this sales promotion method is known as a Select one: a. scan-back allowance. b. count-and-recount allowance. c. merchandise allowance. d. scan-count allowance. e. buy-back allowance.

a

Yolanda's job is to find new customers for her company's telecommunication services. She encourages existing customers to add more services and finds customers who are completely new to the company. Yolanda would best be classified as a(n) Select one: a. technical salesperson. b. order getter. c. order generator. d. order taker. e. missionary salesperson

b

Advertising that encourages customers to send in reply cards for additional information aids salespeople in achieving which goal of personal selling? Select one: a. Following up the sale b. Making the presentation c. Finding prospects d. Keeping customers satisfied e. Convincing prospects to buy

c

An arrangement in which a manufacturer pays a certain amount of a retailer's media costs for advertising that manufacturer's product is Select one: a. a merchandise allowance. b. push money. c. cooperative advertising. d. a buy-back allowance. e. premium money.

c

At one time, Wheaties offered two free golf balls with the purchase of a twin pack of Wheaties cereal featuring Tiger Woods. This is an example of a Select one: a. consumer prize. b. rebate. c. premium. d. free sample. e. free merchandise.

c

Which of the following involves building mutually beneficial long-term associations with a customer, usually a business customer, through regular communcations over prolonged periods of time? Select one: a. Team selling b. Exclusive selling c. Relationship selling d. CRM selling e. Missionary selling

c

Which of the following is most likely to stimulate customer loyalty? Select one: a. Samples b. Sweepstakes c. Frequent-user incentives d. Premiums e. Coupons

c

As Quaker Oats tries to decide how to introduce its new line of breakfast bars, it considers all the advantages and disadvantages of the various consumer sales promotion methods. After careful consideration, Quaker Oats decides to use _________, which are the most widely used form of consumer sales promotion. Select one: a. cents-off offers b. rebates c. free samples d. coupons e. point-of-purchase displays

d

Kayla is the owner of a group of women's clothing stores located throughout the Midwestern United States. Recently, she made a large purchase from a leading clothing manufacturer, and was given _______, which is a gift to a retailer who purchases a specified quantity of merchandise. Select one: a. a premium b. push money c. a buy-back allowance d. a dealer loader e. a merchandise allowance

d

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called Select one: a. sales promortion. b. advertising. c. public relations. d. personal selling. e. target marketing.

d

Stacey's client group has been gradually shrinking and she is looking for new prospective clients. She has decided to spend a couple of days approaching potential customers without any prior consent. Stacey's method of approach is known as Select one: a. door-to-door selling. b. amblance chasing. c. referral approach. d. cold canvass. e. repeat contact.

d

The final stage of the selling process is Select one: a. overcoming objections. b. closing. c. presentation. d. follow-up. e. trial close

d

When deciding on sales promotion methods to employ, marketers take several factors into consideration. Which factor below is unlikely to affect decisions regarding sales promotion methods? Select one: a. Competitive forces in the environment b. Product characteristics c. Target market characteristics d. Type of package e. Type of resellers

d

Which of the following is not true when making the sales presentation? Select one: a. a salesperson should not sound like he or she is just reading a script )i.e., he or she should be flexible and respond to the customers' comments). b. The salesperson should involve the customer by having him or her hold, touch, or use the product. c. The salesperson should not only talk but also listen to the customer. d. The salesperson should focus on anticipating questions and answering them before they're asked. e. the salesperson must spark interest in the product.

d

A major disadvantage of personal selling is that it Select one: a. does not provide immediate feedback. b. is not remembered as well by consumers as advertising messages are. c. cannot easily adjust the message to satisfy a customers's information needs. d. is not compatible with other promotional activities. e. is very expensive per contact.

e

A missionary salesperson is usually employed by Select one: a. a sholesaler. b. an independent intermediary. c. a retailer. d. either a retailer or a producer. e. a manufacturer.

e

After compiling a list of potential customers, a salesperson must Select one: a. determine whether or not each prospect is really in his target market. b. find and analyze information about each prospect's specific needs and current brand choices. c. develop a presentation for each of the potential customers on his list. d. contact each of the prospects to get an initial feel for how likely they are to purchase his products. e. evaluate whether each prospect is able, willing, and authorized to buy the product

e