Marketing Chapter 13

Which of the following statements regarding sales promotions is​ correct?

In the current​ economy, consumers have become more deal oriented.

Salespeople can be specialized by:

- Customer and territory - Product and territory - Product and customer - Territory, product, and customer

Short-term incentives to encourage the purchase or sale of a product or a service

- Makes ads "work" - Attracts price-conscious shoppers

Product sales force structure

A sales force organization in which salespeople specialize in selling only a portion of the company's products or lines.

Customer (or market) sales force structure

A sales force organization in which salespeople specialize in selling only to certain customers or industries.

Territorial sales force structure

A sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line.

Transaction Oriented --> Relationship Oriented

Building and maintaining profitable, long-term customer relationships • Prioritizes the customer relationship • Focuses on post-sales engagement and advocacy

Point-of-purchase (POP) promotions

Displays and demonstrations that take place at the point of sale

Event marketing (or event sponsorships)

Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others

Product Structure

Ex: Display ads, search ads, youtube ads

Personal Selling

Interpersonal • Salespeople represent a company to customers: - Prospecting and communicating - Selling and servicing - Gathering information and building relationships • Works closely with Marketing to create value for customers

Which of the following statements about personal selling is​ correct?

Many customers are unable to distinguish the salesperson from the company.

Price packs (cents-off deals)

Offer consumers savings off the regular price of a product

Samples

Offers of a trial amount of a product • Most effective and expensive

What is the first step in the personal selling​ process?

Prospecting and qualifying

Personal selling can be very effective in complex selling situations because it involves​ ________ interactions and engagement between salespeople and individual customers.

interpersonal

Closing a sale with a particular customer is a​ short-term ________​ orientation, but the selling process must also take a​ ________ orientation and look at the long term.

​transactional; relationship

Sales Force Promotions

• Sales contests - Measurable, achievable

Business Promotions

• Used to generate business leads, stimulate purchases, reward customers, and motivate salespeople • Business promotion tools: - Conventions and trade shows

Trade Promotions

• Used to persuade resellers to carry a brand, give it shelf space, and promote it in ads • Trade promotion tools: - Contests, premiums, and displays - Discounts and allowances - Free goods - "Push" money - Specialty advertising items

Which of the following lists the six major sales force management decision steps in their correct​ order?

Designing sales force strategy and​ structure, recruiting and selecting​ salespeople, training​ salespeople, compensating​ salespeople, supervising​ salespeople, and evaluating salespeople

Premiums

Goods offered either free or at low cost as an incentive to buy a product

Inside sales force

Salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from buyers.

Outside sales force (or field sales force)

Salespeople who travel to call on customers in the field.

Advertising specialties

Useful articles imprinted with an advertiser's name, logo, or message that are given as gifts to consumers

What are the four sales force structures a company can​ use?

​Territorial, product,​ customer, and complex

Promotional tools offered to consumers include​ ________.

​rebates, coupons, price​ packs, and samples