Marketing Management Chapter 13

Which of the following is a promotion tool used for trade promotions?

Allowances, discounts, free goods, push money + specialty advertising

Harry Potts is a salesperson for a national pet food company. He meets Karen Sharp, a buyer for a large, specialty pet retailer, and speaks to her at length about the product categories and brands of pet food the retailer currently carries as well as future needs. At which step of the selling process is Harry Potts in the above scenario?

Approach

What is the primary goal of trade promotions?

Persuading resellers to carry a brand, give it shelf space, promote it in advertising, + push it to consumers

Wisconsin Cheddar has introduced an aged jalapeno cheddar. Displays are set up at various retail cheese stores in the state and patrons are offered free samples as well as $2 off coupons. Which promotion tool is Wisconsin Cheddar most likely using?

Point-of-purchase (POS) promotions

In which step of the selling process does a salesperson learn as much as possible about a prospective customer before making a sales call?

Preapproach

Cracker Jack, an American brand snack of caramel-coated popcorn and peanuts, has been in existence since 1896. The brand became popularized due to its free prize inside every box. Which of the following promotion tools does this exemplify?

Premium

Howard Genks works as a sales representative for Med-Tex, a firm that manufactures hospital supplies. Recently, a prospective buyer walked into the Med-Tex store seeking beds for the children's ward in his private clinic. Howard quickly showed the client the range of beds available that were designed specifically for children. In which of the following steps of the selling process was Howard?

Presentation + demonstration

A toothpaste manufacturer that bands two products together, selling two for the price of one, is using which type of consumer promotion tool to build short-term sales?

Price packs

GE employs different sales forces within different product and service divisions of its major businesses. For example, within GE Infrastructure, the company has separate sales forces for aviation, energy, transportation, and water processing products and technologies. GE has most likely adopted a ________ sales-force structure.

Product

Which of the following statements is true of consumer promotions?

They include a wide range of tools like samples, coupons + refunds

Which of the following statements is true of salespeople?

They represent a company to its customers by communicating + selling

Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers are collectively called ________ promotions.

Trade

________ help companies reach many prospects that are not reached through their sales forces.

Trade shows

Which of the following examples represents a product sales-force structure?

Carlton Companies sells its range of highly specialized computers through special teams, each of which received training in the configuration, uses, + USPs of a single model in the stage

Which of the following statements is true of a product sales-force structure?

Characterized by specializing in selling only a portion of the company's products or lines

Companies that organize their sales force by customer and territory; product and territory; product and customer; or territory, product, and customer are using a ________ sales-force structure.

Complex

________ are certificates that save buyers money while they purchase specified products.

Coupons

Appliance maker Whirlpool assigns individual teams of salespeople to big retail customers such as Sears, Lowe's, Best Buy, and Home Depot. Each Whirlpool sales team aligns with the large customer's buying team. Whirlpool has most likely adopted a ________ sales-force structure.

Customer (Market)

In which of the following structures does a company organize its sales force along customer or industry lines?

Customer (Market)

Salespeople write up their completed activities in a(n) ________.

call report

Which of the following is most likely an example of a business promotion tool?

A trade fair showcasing a new audio system developed by an electronics firm

Koffee, a brand of instant coffee, gives away a free coffee mug with its logo imprinted on it with every purchase of a 500g packet of its instant coffee powder. Which promotion tool is Koffee using?

Advertising specialties (Promotional products)

Millie Foods, producers of baby food, offers a monetary sum to retailers who agree to feature its new products on their shelves for a considerable time period. In this case, the promotion tool used by the company is referred to as a(n) ________.

Allowance

AirNetwork, a telecommunications company, sponsors a rock concert by a famous band in order to further its brand visibility. This is an example of a(n) ________.

Event marketing

A freestanding insert in the Sunday newspaper for a local restaurant that contains a $5 off coupon for any meal over $20 is an example of a promotion targeted at ________.

Final buyers

Global Insurance sells health and life insurance policies to Fortune 500 companies for its employees. The company's salespeople regularly contact decision makers to ensure that the necessary paperwork has been filed and that contracts are executed. Updates are also provided regularly about premium changes for health insurance. Which of the following steps of the selling process does this scenario depict?

Follow-up

In which of the following steps of the selling process does a salesperson seek out, clarify, and overcome any customer disapproval to buying?

Handling objectives

Which of the following statements is most likely true of team selling?

It can unearth problems + provide solutions that no individual salesperson could

Sleek Designs markets a wide range of kitchen cabinets, counter tops, and ceramic tile. Its salespeople are initially divided on the basis of their expertise in a product category. They're then further divided into teams addressing large home improvement retailers, kitchen and bath suppliers, and specialty home improvement stores. Which of the following sales-force structures has most likely been combined to form this complex sales-force structure?

Product + Customer (Market)

Karen Rogers is a salesperson for Solar Panels Inc. She attends builder trade shows to identify potential customers in an effort to build long-term profitable relationships. Karen Rogers is engaging in which step of the selling process?

Prospecting

In which of the following promotion tools does a customer send a proof of purchase to a manufacturer, who then refunds part of the purchase price by mail?

Rebates (cash refunds)

How have social media tools most likely affected personal selling?

Reducing the use of person-to-person selling efforts

Weekly or monthly work plans used by management to get information about salespeople are referred to as ________.

Sales reports

The concept of ________ lends even more importance to the salesperson's customer- relationship-building abilities.

Salesperson-owned loyalty

The manufacturer of Two-In-One, a combination shampoo and conditioner, shrink wraps a 4- ounce foil packet of a smoothing hair pomade to its combo product. Which of the following promotion tools is being used in this case?

Samples

________ are offers of a trial amount of a product.

Samples

The presentation stage of the selling process most likely involves ________.

Showing how a company's products can save a customer's problems

The fastest-growing sales trend is ________ that involves the use of online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance.

Social selling

________ use the phone, Internet, and social media to find new leads, learn about customers and their business, or sell and service accounts directly.

Telemarketers + online sellers

Loretta Inc., a U.S.-based watch manufacturer, sells its products in France, China, Russia, and India. To manage sales, Loretta appoints a number of sales representatives to each location. Sales representatives report to area managers, and area managers coordinate sales in their respective areas before reporting to regional managers. Loretta has most likely adopted a ________ sales- force structure.

Territorial

Rug Designs Inc, a manufacturer of large area rugs, markets its products throughout the United States using a network of regional sales offices. They are using a ________ sales-force structure.

Territorial

Lemony Inc. sells its popular bottled lemonade — the company's only product — in various geographic locations through tie-ups and agreements with retailers. Each location is represented by two salespersons, one of whom serves current customers while the other finds new ones. Which of the following sales-force structures has most likely been combined to form the complex sales-force structure at Lemony Inc.?

Territorial + Customer (Market)

Which of the following is most likely true of a sales force?

The performance difference between an average salesperson + a top salesperson is generally substantial

Which of the following is most likely true about a sales force in the field?

They build relationships w/ customers through face-to-face collaboration

Salespeople need to know how to ________ leads, that is identifying good leads and screening out poor ones, at the beginning of the selling process.

qualify