Quiz 11 / Ch. 17
Vocabulary from Chapter 17 are:
2 - 42
dealer loader
A gift, often part of a display, given to a retailer that purchases a specified quantity of merchandise
merchandise allowance
A manufacturer's agreement to pay resellers certain amounts of money for providing special promotional efforts, such as setting up and maintaining a display
free merchandise
A manufacturer's reward given to resellers that purchase a stated quantity of products
scan-back allowance
A manufacturer's reward to retailers based on the number of pieces scanned
consumer sweepstakes
A sales promotion in which entrants submit their names for inclusion in a drawing for prizes
sales contest
A sales promotion method used to motivate distributors, retailers, and sales personnel through recognition of outstanding achievements
buy-back allowance
A sum of money given to a reseller for each unit bought after an initial promotion deal is over
buying allowance
A temporary price reduction to resellers purchasing specified quantities of a product
dealer listings
Advertisements that promote a product and identify the names of participating retailers that sell the product
sales promotion
An activity and/or material intended to induce resellers or salespeople to sell a product or consumers to buy it
cooperative advertising
An arrangement in which a manufacturer agrees to pay a certain amount of a retailer's media costs for advertising the manufacturer's products
prospecting
Developing a database of potential customers
recruiting
Developing a list of qualified applicants for sales positions
premium money (push money)
Extra compensation to salespeople for pushing a line of goods
The final stage of the selling process is:
Follow-Up
premiums
Items offered free or at a minimal cost as a bonus for purchasing a product
trade sales promotion methods
Methods intended to persuade wholesalers and retailers to carry a producer's products and market them aggressively
personal selling
Paid personal communication that attempts to inform customers and persuade them to buy products in an exchange situation
combination compensation plan
Paying salespeople a fixed salary plus a commission based on sales volume
straight salary compensation plan
Paying salespeople a specific amount per time period, regardless of selling effort
straight commission compensation plan
Paying salespeople according to the amount of their sales in a given period
cents-off offers
Promotions that allow buyers to pay less than the regular price to encourage purchase
Which of the following involves building mutually beneficial long-term associations with a customer⎯usually a business customer⎯through regular communications over prolonged periods of time?
Relationship selling
demonstrations
Sales promotion methods a manufacturer uses temporarily to encourage trial use and purchase of a product or to show how a product works
consumer contests
Sales promotion methods in which individuals compete for prizes based on their analytical or creative skills
consumer games
Sales promotion methods in which individuals compete for prizes based primarily on chance
rebates
Sales promotion techniques in which a consumer receives a specified amount of money for making a single product purchase
consumer sales promotion methods
Sales promotion techniques that encourage consumers to patronize specific stores or try particular products
money refunds
Sales promotion techniques that offer consumers a specified amount of money when they mail in a proof of purchase, usually for multiple product purchases
support personnel
Sales staff members who facilitate selling but usually are not involved solely with making sales
trade salespeople
Salespeople involved mainly in helping a producer's customers promote a product
order takers
Salespeople who primarily seek repeat sales
order getters
Salespeople who sell to new customers and increase sales to current customers
free samples
Samples of a product given out to encourage trial and purchase
point-of-purchase (POP) materials
Signs, window displays, display racks, and similar devices used to attract customers
technical salespeople
Support salespeople who give technical assistance to a firm's current customers
missionary salespeople
Support salespeople, usually employed by a manufacturer, who assist the producer's customers in selling to their own customers
relationship selling
The building of mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time
Personal selling is changing in today's marketplace due to several factors. Which of the following is not a factor that impacts today's promotion through personal selling?
The difficulty in keeping customers because they are fickle.
approach
The manner in which a salesperson contacts a potential customer
closing
The stage in the personal selling process when the salesperson asks the prospect to buy the product
team selling
The use of a team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process
coupons
Written price reductions used to encourage consumers to buy a specific product
At the _____ stage of the personal selling process, a salesperson asks the prospect to buy the product.
closing
Although a cosmetics brand would like to use _____ as a consumer sales promotion method, this method has extremely high labor costs that are more affordable for higher-end make-up companies.
demonstrations
In recent years, the proportion of promotional dollars spent on sales promotion has:
increased relative to advertising.
Michelle works for a company that sells rotisseries for chicken and other foods. She answers phone calls from customers who see infomercials on TV and call to order the product. Michelle is considered a(n):
inside order taker.
A salesperson will be better able to determine the prospect's specific needs by
listening carefully to questions and comments and watching reactions during the sales presentation.
The best advice for recruiting and selecting salespeople for one's organization would be to:
make recruitment a continuous activity aimed at seeking out the best applicants.
Assisting the producer's customers in selling to their own customers is the major purpose of a(n) _____.
missionary salesperson
Daphne King of Cleborn Pharmaceuticals tells a sales management class at the state university that her job is to call on doctors and explain the benefits of new prescription drugs that her firm develops. Daphne would call herself a(n):
missionary salesperson.
Dylan is a sales person for Whole Foods. In his position, he is primarily responsible for seeking repeat sales. Dylan is most likely a(n):
order taker.
Signs, counter pieces, racks, and self-service cartons are all forms of:
point-of-purchase displays.
Company sales records, commercial databases, newspaper announcements, telephone directories, and public records are all sources used for:
prospecting.
Scott Bartello, a salesperson for Lamkin Golf Products, develops a list of potential customers and evaluates them on the basis of their ability, willingness, and authority to purchase copy machines. This process is called:
prospecting.
The salesperson must attract and hold the prospect's attention, stimulate interest, and spark a desire for the product during the _____ step.
sales presentation
On a break between classes, Kelley enters her contact information on the Publishers Clearing House site. She doubts that she will win $10 million, but she never passes up a chance to participate in a
sweepstakes.
Natalie is a sales representative with Nike. In a few days, she will join with people from the firm's financial, engineering, and other functional areas to engage in the personal selling process. Natalie is engaged in:
team selling.
The step of the personal selling process in which a salesperson contacts a potential customer is called
the approach.
Sales force objectives are generally established for:
the total sales force and each salesperson.