Question 1

When a customer calls Ronco's 800 number and orders a product,which step of the selling process are Ronco representatives involved in?

Accepted Answer

The end of the selling process occurs when the customer shows signs that he or she is ready to purchase the product and all their questions have been answered and objections met.That is called closing the sale.

Question 2

One goal of infomericals is to generate quick sales.Customers may be urged to purchase a Popeil Pocket Fisherman "in the next 24 hours" in order to receive a free package of rubber worms.In terms of sales promotion tools,the rubber worms are a:

Accepted Answer

A premium is an extra item offered to the consumer when they purchase a product.Often proof is needed to show that the promoted product has been purchased.

Question 3

Because Ron Popeil has sold his products for over 30 years on television,many viewers have gotten to know him and feel he is being sincere about his products' benefits.Popeil has turned his long-term familiarity with viewers into a form of relationship selling.

Accepted Answer

Relationship selling is a multistage process that emphasizes personalization and empathy as key ingredients in identifying prospects and developing them as long-term,satisified customers.Although Ron Popeil has not met most of his customers personally,his years of selling on television has established a relationship of sorts between him and many viewers,and he has their trust.

Question 4

Ron Popeil's sales pitches are targeted to members of the marketing channel,such as wholesalers and retailers.

Accepted Answer

Popeil's customers have overwhelmingly been consumers who watch television,so he is utilizing consumer sales promotion.

Question 5

Use the chart to indicate the relative amount of time spent in each of the key steps of the selling process for both traditional selling and relationship/consultative selling.The first step has been completed for you.

Accepted Answer

The answer of Use the chart to indicate the relative...

Question 6

What is automated e-mail follow-up marketing? How does it work?

Accepted Answer

The answer of What is automated e-mail follow-up marketing? How...

Question 7

Ron Popeil has combined personal selling with advertising and sales promotion through his infomercials.

Accepted Answer

In essence,Ron Popeil has used the mass-marketing medium of television to recreate personal selling through infomercials.He has used infomercials to sell the more than 150 products he has invented and produced.

Question 8

Selling products through television with memorable catch phrases such as "But wait,there's more!" and "Operators are standing by" have enabled Ron Popeil to turn advertising into:

Accepted Answer

Personal selling,which is a direct communication between a sales representative and one or more prospective buyers is not normally associated with television.Popeil has been able to effectively turn his infomercials into a personal selling encounter with his customers through his catchy phrases,sincere attitude and excitability.

Question 9

Ronco could offer customers who buy more than 3 Ronco products a year the chance to join the "Ronco Buyer's Club." Members could get a free product once a year and discounts on other products as part of Ronco's:

Accepted Answer

Loyalty marketing programs reward loyal customers for making multiple purchases.

Question 10

Which type of buyer do you think would purchase one of Ron Popeil's products,such as the Veg-O-Matic?

Accepted Answer

Popeil's products,such as the Veg-O-Matic,have the potential to appeal to all types of buyers.

Question 11

When Ron Popeil shows how one of his products works during a Ronco infomercial,he is utilizing a trade promotion tool which is similar to a(n):

Accepted Answer

An in-store demonstration utilizes a company representative showing customers how a product works or helps them.

Question 12

Ron Popeil has made millions of dollars capitalizing on the principle of sales promotion having more effect on behavior than attitude.

Accepted Answer

Immediate purchase is the goal of sales promotion.Even though people may laugh at Popeil's commercials and infomercials,they are still demonstrating the desired behavior of buying his products.

Quiz 18: Sales Promotion and Personal Selling