Question 1

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

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Question 2

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.

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Question 3

List the seven steps in the personal selling process.

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Question 4

You are the sales manager for Cone Machinery,a manufacturer of custom-made sawmill machinery.You are responsible for designing the training program for its new salespeople.List four major areas in which you would like your salespeople to receive instruction.

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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 salespeople, 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

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

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Question 7

Discuss the customer and product conditions that suggest personal selling is more important than advertising and sales promotion.

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Question 8

Compare and contrast relationship selling and traditional personal selling.

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Question 9

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.

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Question 10

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 salespeople, training them well, and managing them carefully.
-Refer to Advanced Bionics.Advanced Bionics' technology is cutting-edge and their customers are very sophisticated.Salespeople need to persuade physicians,neurosurgeons,and orthopedic doctors to use Advanced Bionics' products.All of the following statements are advantages personal selling offers the company in comparison to other techniques EXCEPT:

Accepted Answer

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

Question 11

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.

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Question 12

What are the tasks in the sales management process?

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Question 13

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.

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Question 14

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?

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Question 15

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 salespeople, training them well, and managing them carefully.
-Refer to Advanced Bionics.One of the keys to Advanced Bionics' success has been finding and hiring the right talent for sales positions.Finding and hiring new salespeople is known as _____.

Accepted Answer

Sales force recruiting should be based on an accurate,detailed description of the sales task as defined by the sales manager.

Question 16

Compare and contrast contests and sweepstakes.

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Question 17

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?

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Question 18

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

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Question 19

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 salespeople, training them well, and managing them carefully.
-Refer to Advanced Bionics.District sales managers at Advanced Bionics often spend three days per week in the field coaching and monitoring sales reps.This time in the field with sales reps is an important final task in the management process known as _____.

Accepted Answer

The final task of sales managers is evaluating the effectiveness and performance of the sales force.

Quiz 18: Sales Promotion and Personal Selling