Question 1

List the seven steps in the personal selling process.

Accepted Answer

The answer of List the seven steps in the personal...

Question 2

College Entertainers
Most colleges and universities have a campus activity board that brings entertainers and special events to campuses.To locate and hire these entertainers,many campuses send their student activity board members to one of the seven regional conventions or the National Association of Campus Activities (NACA)convention.More than 100 entertainers,talent agencies,and companies that provide promotional services exhibit their products at these conventions in an area similar to a trade show.(Conference attendees call this the Marketplace. )Approximately 20 entertainers are selected to present a short program (called a showcase)in which they demonstrate what they would do if hired to perform on campus.Many other entertainers have videos and CDs,which they hand out to student attendees.Only one or two members of any student group can actually set up a contractual agreement with an entertainer or his or her agency.Other student attendees provide input as to which entertainers best match the demographics of their institutions.
-Refer to College Entertainers.The student members might agree to pay lodging and travel expenses in return for the entertainer reducing his or her fees by $100.This is an example of:

Accepted Answer

Negotiation is the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement.

Question 3

Oakley Grove and Abraham Enterprises both market oranges and grapefruits.Oakley Grove has been in business for almost 40 years,while Abraham Enterprises has only been selling citrus fruit for about 18 months.Abraham Enterprises would like to take business away from Oakley Grove,and Oakley Grove wants to retain all of its customers.Explain which sales promotions each should emphasize in its marketing mix.

Accepted Answer

The answer of Oakley Grove and Abraham Enterprises both market...

Question 4

Tremaine Hughes is a salesperson for Allied Pets,a company that sells veterinarian supplies.He is working on a needs assessment for East Athens Veterinary Clinic.What information will he need to find out about East Athens?

Accepted Answer

The answer of Tremaine Hughes is a salesperson for Allied...

Question 5

Advanced Bionics
Advanced Bionics is a global leader in the development of implantable,high-tech neurostimulation devices used to treat deafness and chronic pain.Just two-and-a- half years after introducing its new stimulators,the firm is doing $200 million in domestic sales.How has Advanced Bionics been so successful? Its success can be attributed to its outstanding products and to three aspects of its sales approach.First,Advanced Bionics hired the right talent for its sales force.Companies tend to use experienced sales reps-often hired away from competing companies-to sell new medical devices.This can be very expensive since experienced reps generally expect as much as $200,000 in annual income.So when Advanced Bionics brought its medical device to market,it hired people with no experience selling medical devices and turned them into sales reps.Hiring inexperienced salespeople created some problems,however,and the company experienced high turnover rates during its first two years in operation.Second,Advanced Bionics provided salespeople with a rigorous training program.Third,Advanced Bionics allowed salespeople to plan their own activities while managers monitored their progress and pushed them to improve.In short,the company has been able to succeed by selecting good people,training them well,and managing them carefully.
-Refer to Advanced Bionics.Medical Education Training Associates (META)handles the training of new Advanced Bionics sales reps.One of META's advanced courses focuses on building networks among the company's various stakeholders.Networking is often discussed as an approach for developing:

Accepted Answer

Networking is using friends,business contacts,coworkers,acquaintances,and fellow members in professional and civic organizations to identify potential clients.

Question 6

College Entertainers
Most colleges and universities have a campus activity board that brings entertainers and special events to campuses.To locate and hire these entertainers,many campuses send their student activity board members to one of the seven regional conventions or the National Association of Campus Activities (NACA)convention.More than 100 entertainers,talent agencies,and companies that provide promotional services exhibit their products at these conventions in an area similar to a trade show.(Conference attendees call this the Marketplace. )Approximately 20 entertainers are selected to present a short program (called a showcase)in which they demonstrate what they would do if hired to perform on campus.Many other entertainers have videos and CDs,which they hand out to student attendees.Only one or two members of any student group can actually set up a contractual agreement with an entertainer or his or her agency.Other student attendees provide input as to which entertainers best match the demographics of their institutions.
-Refer to College Entertainers.The entertainers and agency representatives engage in _____ in the Marketplace.

Accepted Answer

Personal selling is a purchase situation involving a personal,paid-for communication between two people in an attempt to influence each other.

Question 7

What is sales promotion? What are the objectives of sales promotion?

Accepted Answer

The answer of What is sales promotion? What are the...

Question 8

Advanced Bionics
Advanced Bionics is a global leader in the development of implantable,high-tech neurostimulation devices used to treat deafness and chronic pain.Just two-and-a- half years after introducing its new stimulators,the firm is doing $200 million in domestic sales.How has Advanced Bionics been so successful? Its success can be attributed to its outstanding products and to three aspects of its sales approach.First,Advanced Bionics hired the right talent for its sales force.Companies tend to use experienced sales reps-often hired away from competing companies-to sell new medical devices.This can be very expensive since experienced reps generally expect as much as $200,000 in annual income.So when Advanced Bionics brought its medical device to market,it hired people with no experience selling medical devices and turned them into sales reps.Hiring inexperienced salespeople created some problems,however,and the company experienced high turnover rates during its first two years in operation.Second,Advanced Bionics provided salespeople with a rigorous training program.Third,Advanced Bionics allowed salespeople to plan their own activities while managers monitored their progress and pushed them to improve.In short,the company has been able to succeed by selecting good people,training them well,and managing them carefully.
-Refer to Advanced Bionics.Personal selling is important for Advanced Bionics because:

Accepted Answer

Customers usually need more information and demonstrations to answer their questions about high-value products.

Question 9

Advanced Bionics
Advanced Bionics is a global leader in the development of implantable,high-tech neurostimulation devices used to treat deafness and chronic pain.Just two-and-a- half years after introducing its new stimulators,the firm is doing $200 million in domestic sales.How has Advanced Bionics been so successful? Its success can be attributed to its outstanding products and to three aspects of its sales approach.First,Advanced Bionics hired the right talent for its sales force.Companies tend to use experienced sales reps-often hired away from competing companies-to sell new medical devices.This can be very expensive since experienced reps generally expect as much as $200,000 in annual income.So when Advanced Bionics brought its medical device to market,it hired people with no experience selling medical devices and turned them into sales reps.Hiring inexperienced salespeople created some problems,however,and the company experienced high turnover rates during its first two years in operation.Second,Advanced Bionics provided salespeople with a rigorous training program.Third,Advanced Bionics allowed salespeople to plan their own activities while managers monitored their progress and pushed them to improve.In short,the company has been able to succeed by selecting good people,training them well,and managing them carefully.
-Refer to Advanced Bionics.Advanced Bionics has cutting-edge technology and its customers are very sophisticated.Salespeople need to persuade physicians,neurosurgeons,and orthopedic doctors to use Advanced Bionics' products.Which of the following statements is NOT an advantage that personal selling offers the company?

Accepted Answer

Personal selling is more expensive than other tools when calculated on a per contact basis.

Question 10

College Entertainers
Most colleges and universities have a campus activity board that brings entertainers and special events to campuses.To locate and hire these entertainers,many campuses send their student activity board members to one of the seven regional conventions or the National Association of Campus Activities (NACA)convention.More than 100 entertainers,talent agencies,and companies that provide promotional services exhibit their products at these conventions in an area similar to a trade show.(Conference attendees call this the Marketplace. )Approximately 20 entertainers are selected to present a short program (called a showcase)in which they demonstrate what they would do if hired to perform on campus.Many other entertainers have videos and CDs,which they hand out to student attendees.Only one or two members of any student group can actually set up a contractual agreement with an entertainer or his or her agency.Other student attendees provide input as to which entertainers best match the demographics of their institutions.
-Refer to College Entertainers.The student activity board members who attended a NACA convention were approached by a talent agent who represents a group of comedians who have been known to use profane language in their routines.Several of the college students told the agent that this type of language would not be welcome at their college.The agent promised the group that the comedians were able and willing to perform an act that the students could bring their grandmothers to see without being embarrassed.In this example,the agent was:

Accepted Answer

The prospect often raises objections or asks questions about the proposal and the product,and an effective salesperson should anticipate objections.

Question 11

Consumer sales promotion seeks to reach new users,keep current users,and entice users to stock up.It can also be used to reinforce advertising for the good or service.Name and define five consumer sales promotional tools.

Accepted Answer

The answer of Consumer sales promotion seeks to reach new...

Question 12

Discuss the customer and product conditions that suggest personal selling is more important than advertising and sales promotion.Give some examples of products for which personal selling would likely be the best tactic.

Accepted Answer

The answer of Discuss the customer and product conditions that...

Question 13

Shelby is a salesperson for Kohler,a company that sells plumbing fixtures.He has a prospect who is showing interest in learning more about his company's products,so now he must qualify this sales lead.What will Shelby do?

Accepted Answer

The answer of Shelby is a salesperson for Kohler,a company...

Question 14

College Entertainers
Most colleges and universities have a campus activity board that brings entertainers and special events to campuses.To locate and hire these entertainers,many campuses send their student activity board members to one of the seven regional conventions or the National Association of Campus Activities (NACA)convention.More than 100 entertainers,talent agencies,and companies that provide promotional services exhibit their products at these conventions in an area similar to a trade show.(Conference attendees call this the Marketplace. )Approximately 20 entertainers are selected to present a short program (called a showcase)in which they demonstrate what they would do if hired to perform on campus.Many other entertainers have videos and CDs,which they hand out to student attendees.Only one or two members of any student group can actually set up a contractual agreement with an entertainer or his or her agency.Other student attendees provide input as to which entertainers best match the demographics of their institutions.
-Refer to College Entertainers.The entertainers' showcases are examples of:

Accepted Answer

Sampling is a promotional program that allows the consumer the opportunity to try a product or service risk-free.

Question 15

List the advantages personal selling offers over other forms of promotion.

Accepted Answer

The answer of List the advantages personal selling offers over...

Question 16

Compare and contrast contests and sweepstakes.

Accepted Answer

The answer of Compare and contrast contests and sweepstakes....

Question 17

Business-to-business marketers use many of the same sales promotion tools used in consumer promotions.There are several tools,however,that are unique to these marketers.Name and briefly describe five of these unique sales promotion tools.

Accepted Answer

The answer of Business-to-business marketers use many of the same...

Question 18

The first step in the personal selling process is generating leads.Define lead generation and explain why referral is a superior method for generating leads.

Accepted Answer

The answer of The first step in the personal selling...

Question 19

You are the sales promotion manager for Vita-Balls,a new children's vitamin that is designed to be chewed like gum.Your company uses a pull strategy,and you are responsible for recommending sales promotion tools to accomplish this strategy.Describe three specific sales promotion activities you would recommend for Vita-Balls.

Accepted Answer

The answer of You are the sales promotion manager for...

Question 20

Compare and contrast relationship selling and traditional personal selling.

Accepted Answer

The answer of Compare and contrast relationship selling and traditional...

Quiz 18: Sales Promotion and Personal Selling