Deck 17: Sales Promotion and Personal Selling

Question 1

When Darrell purchased a five-pound bag of 9 Lives cat food,he received a free can of the manufacturer's new gourmet cat food.What is the can of cat food an example of?

A)a product placement
B)a trade sample
C)a premium
D)a loyalty incentive

Answer 1

C
A premium is an item offered,usually with proof of purchase,to the consumer.

Question 2

What is the term for marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service?

A)publicity
B)sales promotion
C)promotion
D)advertising

Answer 2

B

Question 3

Consumers can send away for a foam version of the Gear Giggle glasses sold in stores with two proofs of purchase of Minute Maid 10-pack juice boxes.What are the glasses an example of?

A)a loyalty incentive
B)a trade sample
C)a premium
D)a product placement

Answer 3

C
A premium is an extra item offered to the consumer because the consumer has purchased some other product.

Question 4

Which sales promotions are targeted toward the ultimate end-user market?

A)intermediary
B)pull
C)consumer
D)trade

Question 5

What are the two types of sales promotion?

A)consumer and trade
B)informative and reminder
C)adoptive and diffusive
D)personal and impersonal

Question 6

HarperCollins and Sutter Home Winery formed a partnership to launch a promotion that features neck hangers on 1 million bottles of wine,each of which offers $2 off a HarperCollins book.What is this neck hanger an example of?

A)a premium
B)a trade discount
C)a purchase allowance
D)an in-store coupon

Question 7

Which of the following would NOT be a target for a trade sales promotion offered by Rubbermaid,a manufacturer of storage and organization products?

A)a kitchen department in a large discount store
B)a wholesaler of plastic storage bins
C)a Rubbermaid distributor
D)a consumer who needs to organize her college dorm room

Question 8

What are coupons,premiums,contests,free samples,and frequent buyer programs examples of?

A)personal selling
B)publicity
C)advertising
D)consumer sales promotion

Question 9

In 2006,the International Dairy Food Association introduced "Body by Milk," which is a continuity program that lets consumers use UPCs and expiration dates from milk containers to bid on goods ranging from T-shirts and hats to musical instruments and cell phones.
Refer to Body by Milk.What is "Body by Milk" an example of?

A)relationship selling
B)a push strategy
C)personal selling
D)a sales promotion

Question 10

AFLAC Insurance Company has a duck in its ads that says the company's name instead of "Quack." Since the advertising campaign began,AFLAC has created a duck premium,developed a line of clothing with the AFLAC duck,and used the AFLAC duck on its website.What has the AFLAC duck become a tool for?

A)push strategies
B)comparative advertising
C)cause marketing
D)sales promotions

Question 11

Why do some marketers offer rebates instead of price reductions to induce short-term sales?

A)Rebates are especially good at enticing purchases,but most consumers never bother to redeem them.
B)A price reduction of this type would likely be an example of price discrimination.
C)Rebates have a much higher redemption rate than coupons.
D)Rebates result in brand-loyal consumers.

Question 12

When Rick purchased a Xerox colour printer for his law office,he was able to mail in a proof-of-purchase and his cash register receipt to receive a cheque from Xerox for $200.What did Rick receive?

A)a premium
B)a trade allowance
C)a purchase allowance
D)a rebate

Question 13

What is the term for a cash refund given to consumers for the purchase of a product during a specific time period?

A)a premium
B)a trade discount
C)a rebate
D)a functional allowance

Question 14

What is the usual goal of sales promotion (regardless of what form it takes)?

A)immediate purchase by consumers
B)return on investment
C)cost control
D)market share leadership

Question 15

When Jane Ming purchased a subscription to Canadian Living magazine,she received a free cookbook entitled Christmas Cookies.What is the cookbook an example of?

A)a rebate
B)a premium
C)a trade sample
D)a loyalty incentive

Question 16

Papa John's boosted its online pizza ordering service with a promotional tie-in with the release of King Kong on DVD.The pizza chain offered Kong-sized specialty pizza with oversized versions of pepperoni and Italian sausage toppings.Consumers who ordered the pizza (online,by phone,or in-store)received $3 off the purchase price of the King Kong DVD.What is this an example of?

A)premium
B)trade discount
C)rebate
D)coupon

Question 17

Why are many marketers shortening the time in which a coupon can be redeemed?

A)to track response rates
B)to increase introductory sales
C)to create a greater sense of urgency to redeem the coupon
D)to limit the use of on-pack coupons

Question 18

Which of the following best describes sales promotion?

A)It is a publicity tool.
B)It is directed only to the ultimate consumer market.
C)It is more difficult to measure than advertising.
D)It offers a short-term incentive to buy.

Question 19

In 2006,the International Dairy Food Association introduced "Body by Milk," which is a continuity program that lets consumers use UPCs and expiration dates from milk containers to bid on goods ranging from T-shirts and hats to musical instruments and cell phones.
Refer to Body by Milk.The bidding is done using UPCs and expiration dates from milk containers. What is "Body by Milk" an example of?

A)a directed coupon mailing
B)a sweepstakes mailing
C)a loyalty marketing program
D)a sampling program

Question 20

Why have packaged-goods marketers such as Kellogg's and Betty Crocker recently increased their use of coupons?

A)intense competition and the introduction of new products
B)the growth of frequency programs
C)POP activities
D)user incentives from retailers

Question 21

Maddie's Beverage Company has recently introduced Wateroos,eight-ounce servings of water in juice-style containers with straws.You are responsible for the new product's sales promotion.Your objectives are to encourage product trial and repurchase,encourage brand switching to Wateroos,and increase the amount of product purchased by current customers.You have used coupons in the past but found that many were sent to homes that were childless.What might you want to do to reach consumers who have an interest in your product?

A)issue coupons through an online distributor
B)use sweepstakes
C)introduce point-of-purchase displays
D)hire a sales force

Question 22

Seagram's Coolers has asked bartenders to submit cocktail recipes to its website.From these entries,the winning recipe will be selected.What is the term that best describes this?

A)contest
B)push money deal
C)sampling
D)sweepstakes

Question 23

Which of the following statements best describes contests and sweepstakes?

A)Contests depend on luck,and participation is free.
B)Contests are generally effective tools for creating long-term relationships with customers.
C)Sweepstakes are promotions that require participants to exhibit some skill.
D)Sweepstakes usually draw about 10 times more participants than contests.

Question 24

What are cobranded credit cards used in conjunction with?

A)self-perpetuating discounts
B)loyalty marketing programs
C)consumer discount programs
D)functional consumer discounts

Question 25

What is the term for a price reduction offered by manufacturers to intermediaries such as wholesalers or retailers,in exchange for performance of specified functions or purchasing during special periods?

A)a point-of-purchase discount
B)pull money
C)a quantity discount
D)a trade allowance

Question 26

Which of the following statements best describes online sales promotions?

A)Internet sales promotions are more effective and cost-efficient at generating responses than their offline counterparts.
B)One of the few types of sales promotion that cannot be used online is sampling.
C)Online coupons have lower redemption rates than off-line coupons.
D)Loyalty marketing programs are ineffective when used at websites to encourage traffic.

Question 27

What is one of the best methods for creating and rewarding brand loyalty among consumers who might otherwise switch to competing brands?

A)a directed coupon mailing
B)a sweepstakes
C)a loyalty marketing program
D)a sampling program

Question 28

Why did manufacturer of Claritin,a drug for allergy sufferers that was designed to not make them sleepy,give physicians free samples of the drug?

A)Its formula is similar to other allergy relief medicines currently on the market.
B)Sampling is a way to get rid of excess products.
C)Sampling allows the consumer to try the product risk-free.
D)Trial-size containers are a form of advertising.

Question 29

Which of the following is NOT an example of a point-of-purchase promotion?

A)television monitors at supermarket checkouts
B)shelf talkers
C)newspaper inserts
D)end-aisle and floor-stand displays

Question 30

The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking products.Finalists are brought to Pillsbury kitchens to bake their recipes so the winner of a cash prize can be chosen.What is this an example of?

A)a contest
B)a sales promotion game
C)a sweepstakes
D)a push money deal

Question 31

Whenever Hugo buys a soft drink at his nearby convenience store,he gets a stamp for the card that he carries in his wallet.When he has eight stamps,he can exchange the card for a free drink.What is this an example of?

A)a self-liquidating premium
B)a frequent buyer program
C)a loyalty incentive
D)an in-store rebate

Question 32

Rogers Cable mailed 15,000 small business owners in and around Toronto a CD called 100+ Essential Web Sites for Small Business Owners that lists and links the top websites on improving retail sales.All of the businesses are prospects for Roger's cable-based service.Rogers hopes that recipients of the CD will view this as just one of many useful services Rogers can provide them.What is this CD an example of?

A)a direct buyer program
B)a sampling
C)a pull product
D)a push product

Question 33

Which of the following are promotional exhibits targeted to consumers and set up at the retailer's location to build traffic,advertise the product,or induce impulse buying?

A)point-of-purchase displays
B)trade shows
C)direct demonstrations
D)freestanding kiosks

Question 34

Montana's Best is a new precooked meal-in-a-bag product made from bison meat.The company is having difficulty gaining consumer acceptance of its bison products even though bison is high in protein and low in cholesterol,fat,and calories.Those who have tried the meat have agreed that it is tender and as delicious as any choice steak,and it is less expensive.Montana's Best should focus on which of the following sales promotion tools?

A)sponsorship
B)sampling
C)in-pack couponing
D)premiums

Question 35

What is the objective of a loyalty marketing program?

A)to encourage brand switching
B)to appeal to bargain hunters who consistently buy the lowest priced brand
C)to take away customers from the competition
D)to build long-term,mutually beneficial relationships between a company and its key customers

Question 36

Schwinn Cycling and Fitness,Inc. ,is offering a chain of sporting goods superstores a 20 percent discount on all Schwinn bicycles if the stores will run their own special promotion on the new Schwinn Paramount Titanium bikes.What is Schwinn offering?

A)a trade allowance
B)a life-cycle extension promotion
C)a P-O-P discount
D)a product development deal

Question 37

What do point-of-purchase promotions work best for?

A)high-involvement products
B)complex products that require technical knowledge to operate
C)impulse buys
D)expensive products such as perfume and jewellery

Question 38

What is one of the major advantages to using point-of-purchase promotion?

A)its low costs
B)its ability to create long-term relationships with customers
C)the fact it has a captive audience
D)the low monetary requirements

Question 39

Under a partnership agreement between HarperCollins and Sutter Home Winery,consumers can visit the Sutter Home website monthly to learn which book and which wine are being featured.Each visit to the website qualifies the consumers for the opportunity to take their reading group for a weekend stay at the Sutter Home Victorian Inn and free books from HarperCollins.Since there is no skill involved,how will this prize package be awarded?

A)through a contest
B)through a sweepstakes
C)through a loyalty incentive plan
D)through a,event sponsorship

Question 40

Which type of strategy do trade sales promotions support?

A)push
B)hierarchical
C)discontinuous innovation
D)pull

Question 41

Trade sales promotions are popular among manufacturers because they can do all of the following at trade shows EXCEPT

A)introduce new products.
B)create long-term relationships between manufacturers and customers.
C)enhance the corporate image.
D)test the market response to new products.

Question 42

Which of the following best describes relationship selling?

A)It is also called adaptive selling.
B)It is more concerned with making a sale than with developing customer trust.
C)It is more typically used when selling low-involvement products in the consumer market.
D)It emphasizes a win-win outcome.

Question 43

Which of the following is a sales practice that involves building,maintaining,and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships?

A)networking
B)adaptive selling
C)stimulus-response selling
D)relationship selling

Question 44

Which of the following statements does NOT describe an advantage personal selling has over other forms of promotion?

A)Personal selling is less expensive on a per contact basis.
B)Personal selling is better for providing customers with detailed demonstrations of products.
C)It is easier to direct the marketing effort directly to qualified prospects with personal selling.
D)Personal selling costs can be controlled by adjusting the size of the sales force.

Question 45

For which of the following products would its producer be more likely to choose personal selling rather than advertising or sales promotion to market it?

A)rosebushes
B)washing machine/dryer combo
C)snack food
D)romance novel

Question 46

After deciding to end its backing of Canada's top tennis tournament,Molson has now agreed to sponsor the Canadian Open Tennis Championships in a new five-year,$20 million rights fee and media deal.Which promotional activity was most likely used in making this deal?

A)direct sales management
B)personal selling
C)public relations
D)sales promotion

Question 47

Broyhill is offering the sales force at Meers Furniture Emporium a $50 reward for each Broyhill Pleasant Isle Living Room Collection sold in the next 30 days.What type of trade sales promotion is the $50?

A)a trade allowance
B)push money
C)a selling deal
D)a direct commission

Question 48

Jefferson Smurfit Company is a multibillion-dollar supplier of packaging materials.One of its salespeople rearranged production schedules at three different plants to satisfy an unexpected demand for boxes from General Electric.The salesperson's action is typical of the company's sales philosophy.What does it emphasize?

A)consultative promotion
B)relationship selling
C)adaptive selling
D)collaborative promotion

Question 49

The use of trade shows,conventions,and conferences to contact customers is which of the following?

A)costs much less per potential customer than personal sales calls
B)most effective for mature products
C)usually directed toward the consumer goods market
D)has a disadvantage in that it is usually impossible to display the product itself

Question 50

What is the term for money offered by a manufacturer to employees of channel intermediaries to encourage them to sell the manufacturer's product?

A)a trade allowance
B)push money
C)a selling deal
D)a premium payment

Question 51

As a manufacturer of ready-to-drink iced tea,Nestea sells a highly standardized product to consumers all over North America.What would you expect Nestea to rely on to promote its product?

A)public relations
B)personal selling
C)advertising and sales promotion
D)publicity and direct marketing

Question 52

You are responsible for sales promotion for Replenishmints,long-lasting breath mints that contain a blend of vitamins and other nutrients specifically formulated for smokers and for people exposed to tobacco in their environment.You need to introduce the mints to supermarket managers and owners,attract and identify new store contacts,and test market the response to Replenishmints.Which type of trade promotion would most likely help you reach your objectives?

A)trade shows
B)trade allowances and direct incentives
C)push money
D)direct sampling and store demonstrations

Question 53

Which of the following is NOT an example of a trade sales promotion?

A)push money and training
B)premiums and coupons
C)free merchandise and store demonstrations
D)trade shows

Question 54

Which of the following involves direct communication between a sales representative and one or more prospective buyers for the purpose of making a sale?

A)sales promotion
B)public relations
C)personal selling
D)direct marketing

Question 55

Which of the following is used because most businesses depend on repeat sales?

A)traditional personal selling
B)direct promotions
C)all trade promotions
D)relationship selling

Question 56

In which of the following cases is personal selling more important than advertising and sales promotion?

A)The products being sold are standardized.
B)There are many customers for the product being sold.
C)The product being sold has a low value.
D)The products being sold are technically complex.

Question 57

Lopez is the largest Hispanic-owned meat processor in the United States.To assist retailers in marketing its products,Lopez provides point-of-sale materials and offers special introductory discounts to retailers.What does Lopez use?

A)functional marketing
B)relationship selling
C)consumer promotions
D)trade promotions

Question 58

Harland & Wolff in Belfast,North Ireland,makes oceangoing vessels.(It was the company that built the Titanic. )Last year its primary customer was the U.S.government.What would you expect Harland & Wolff to rely on to promote its vessels?

A)advertising and sales promotion
B)sales promotion
C)personal selling
D)product innovations and direct marketing

Question 59

Maureen Kye is a sales associate at a store that sells new and used CDs and DVDs.Recently,she was given a DVD containing scenes not in the theatre-released Disney's Pirates of the Caribbean: Dead Man's Chest to encourage her to suggest that customers buy this movie.What is the CD an example of?

A)the use of a pull strategy
B)a trade sales promotion
C)a trade allowance
D)a free consumer sales promotion

Question 60

When compared to other forms of promotion,personal selling is which of the following?

A)not as effective at satisfying customers
B)wastes more sales resources than any other promotion
C)a message customized to the immediate needs of the customers
D)best for selling simple,low-involvement products

Question 61

What is determined about a prospect during lead qualification?

A)whether he or she has a recognized need,buying power,and receptivity and accessibility
B)whether he or she has any interest in a product
C)whether he or she has a real or imagined need for a product
D)whether he or she has the funds to pay

Question 62

What is the term for a determination of the customer's specific needs and wants and the range of options the customer has for satisfying them?

A)stimulus-response continuum
B)needs hierarchy
C)needs assessment
D)sales probability

Question 63

Which of the following is a process of finding out about potential clients from friends,business contacts,coworkers,acquaintances,and fellow members in professional or civic organizations?

A)lead generation
B)networking
C)lead intermediation
D)looking for the golden parachute

Question 64

Often the task of lead qualification is handled by a telemarketing group or a sales support person,this frees the sales representative from this time-consuming task.What does the task involve?

A)prequalification
B)database mining
C)co-opting
D)networking

Question 65

When Madison began selling all-natural cosmetics to consumers,she called friends,relatives,and fellow members of her sorority to see if they were interested in updating their appearances by using her products or eliminating chemicals from their beauty regimen.What is this technique for generating leads called?

A)cold calling
B)networking
C)qualifying
D)following up

Question 66

Which process describes the homework that must be done by a salesperson before he or she contacts a prospect?

A)pre-sales dialogue
B)preapproach
C)closing preamble
D)sale profiling procedure

Question 67

Which of the following statements does NOT characterize the traditional personal selling approach?

A)Traditional selling focuses on closing sales.
B)Traditional selling uses short-term follow-ups that focus on product delivery.
C)Traditional personal selling is growing in popularity.
D)Traditional selling use to emphasize pricing and product features.

Question 68

Consultative selling

A)uses a "lone wolf" approach to selling.
B)sells advice,assistance,and counsel rather than products.
C)uses short-term follow-ups,which focus on product delivery.
D)emphasizes closing the sale during the sales presentation.

Question 69

Which of the following statements best describes the relative amount of time spent in the selling process by different types of salespeople?

A)A consultative salesperson would spend a lot of time generating leads.
B)A traditional salesperson would spend a lot of time following up the sale.
C)A relationship salesperson would spend a lot of time qualifying leads.
D)A consultative salesperson would spend a lot of time closing the sale.

Question 70

Which of the following is a form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects' needs or financial status?

A)quota setting
B)networking
C)lead qualification
D)cold calling

Question 71

What is the most basic criterion for determining whether someone is a prospect for a product?

A)degree of autonomy
B)ample resources
C)a need for reciprocity
D)a need that is not being satisfied

Question 72

Devone Kanudsky,the junior salesperson for NU-VU Food Services Systems,has been given a list of phone numbers for all the food service managers in his state.Kanudsky has been instructed to call each number on the list and see if the respondent is interested in buying a NU-VU pizza/bread baking system.What is Devone doing?

A)cold calling
B)networking
C)using cold referrals
D)lead qualifying

Question 73

Sales leads are least likely to be generated by which of the following?

A)direct mail and telephone marketing programs
B)cold calling
C)reorders
D)networking

Question 74

Prospecting is the identification of those firms and people most likely to buy the seller's offerings.What is another term for prospecting?

A)lead generation
B)lead qualification
C)customer mining
D)cold calling

Question 75

What is the set of steps a salesperson goes through to sell a particular product?

A)the (P-O-S)cycle
B)the sales presentation
C)the sales process
D)the sales continuum

Question 76

During the preapproach,what does the salesperson do?

A)ask for referrals
B)learn as much as possible about the prospect's organization and its buyers
C)create point-of-purchase displays
D)handle pricing objections

Question 77

Which of the following involves of determining which sales prospects have a recognized need,buying power,and receptivity and accessibility?

A)prospect examination
B)customerization
C)lead reciprocity
D)lead qualification

Question 78

Joe Hamas sells for Rush Beverages.He is trying to convince retailers to carry his company's Ginseng Rush XXX,a new all-natural beverage that delivers an energy punch without caffeine.When he gets retailers to agree to stock his product,he asks them for the names of other retail operations that might be interested in carrying it.What is he using to get his sales leads?

A)networking
B)cold calling
C)referrals
D)direct marketing

Question 79

AutoFry is the leading manufacturer of ventless deep fryers for supermarket deli and food service operations.It has developed a new high-capacity fryer.The company has decided to purchase a mailing list of thousands of food service managers and to send out brochures with a detachable card that the managers can use to request more information.What is AutoFry involved in?

A)lead generation
B)sales presentation
C)the close procedure
D)moving through the sales continuum

Question 80

What do the seven steps of the selling process closely follow?

A)the AIDA concept
B)the hierarchy of needs
C)the traditional communications model
D)the JIT process