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Exam 18: Sales Promotion and Personal Selling

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Question 31

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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

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Question 32

Multiple Choice

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When Darrell purchased a 2.2-kilogram bag of 9Lives 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

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Question 33

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

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?

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

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?

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

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?

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

Serena typically negotiates the price with her prospective customers because she knows price is the most effective negotiating tool when closing a sale.

Which of the following describes the use of trade shows, conventions, and conferences to contact customers?

Consultative selling is also called relationship selling.

Shopper marketing used to be referred to as point of-purchase (P-O-P) promotion.

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

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?

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?

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. 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?

Which of the following best describes sales promotion?

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

Mallory, a junior salesperson for Kraft Foods, has been given a list of all grocery retailers in her region. She has been instructed to call each number on the list and see if the respondent is interested in stocking several new Kraft product lines. What is Mallory doing?