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Exam 18: Personal Selling and Sales Promotion

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Question 51

Multiple Choice

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The trade-oriented promotion that consists of a display or other promotion located near the site of the actual buying decision is known as:

A) specialty advertising.
B) missionary selling.
C) push-on-premises display.
D) point-of-purchase advertising.

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Question 52

Multiple Choice

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Which of the following is a customer-oriented sales promotion technique?

A) Point-of-purchase advertising
B) Dealer incentives
C) Trade shows
D) Specialty advertising

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Question 53

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A hotel provides a toll-free number to its customers, which they can use to obtain information and make reservations. This is an example of inbound telemarketing.

Describe over-the-counter and field selling.

Firms spend more on consumer-oriented sales promotions than on trade promotions.

Which of the following is the most effective method to promote products when the customers of a firm are geographically concentrated?

Firms engage in precall planning to understand the needs and preferences of the customer before making a presentation.

In her role as sales manager, Julie tells her team to always behave ethically on the job. However, Barbara sees Julie talk a customer into buying an unneeded product just because the sale will fulfill her quarterly quota. If Julie really wants to create a culture that encourages ethical behavior, she must:

The steps in a sales process follow the AIDA (attention, interest, desire, action) concept.

When sales professionals utilize creative efforts to call on prospects or existing customers at their businesses or homes, they are involved in:

The follow-up step in the sales process allows the salesperson to psychologically reinforce the customer's original decision to buy.

Jeff is the owner of Bayou Adventure in southeast Louisiana and sells a variety of fishing equipment for salt and fresh water fishing. Recently, Mike met with Jeff to discuss a new lightweight rod and reel that his company had developed. Jeff and Mike took a kayak and went out on the Lacomb Bayou to test the rod and reel. Jeff was very complimentary about the rod and reel and mentioned how he liked the action and lightweight feel of the product. Mike agreed and said that most customers really enjoy fishing with the rod and reel because it's so lightweight. He then said, "Jeff, I think an initial order of 35 rods and reels would be perfect for your business. I can get these delivered to you within 2 days and we're offering free shipping. How does that sound to you?" What stage of the sales process has Mike transitioned to with his last comment and question?

A sweepstakes chooses winners from a group of people who have purchased the product.

The compensation package for sales personnel that gives management more control over how sales personnel allocate their efforts, but may reduce the incentive to expand sales, is the:

Blake is a sales representative for Canon Business Solutions and had just completed his sales call with Carter Law Offices. As he was walking towards the elevator, he noticed a new business, Advanced Personnel Services and stopped in to introduce himself to the receptionist. Which stage of the sales process does Blake's activity with Advanced Personnel Services represent?

The process of qualifying a sales prospect includes:

Due to intense competition in the market, present-day sales promotion techniques mainly focus on providing short-term incentives to customers in order to obtain a purchase.

The Lands' End catalog provides a toll-free number for customers to call and place orders. The staff is pleasant and knowledgeable and will place orders and answer questions. This is an example of a(n) :

Michelle is a sales manager with Enterprise at a busy residential branch. She often invites her team to a Friday after work social hour at a local restaurant and takes time to celebrate recent successes such as the top sales representative for sales, customer satisfaction scores, or other accolades. Michelle believes these activities are important to maintaining a positive work culture and showing recognition for the hard work of her colleagues. What management function does this represent?

The overall direction and control of the personal selling effort is in the hands of a firm's: