Mktg-300 Chapter 16

Front 1

Marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase:

Back 1

Sales Promotion

Front 2

A cash refund given for the purchase of a product during a specific product:

Back 2

Rebate

Front 3

Promotions that depend on chance or luck, with free participation:

Back 3

Sweepstakes

Front 4

What is the goal of sales promotion?

Back 4

Immediate Purchase

Front 5

An extra item offered to the consumer, usually in exchange for some proof of purchase:

Back 5

Premium

Front 6

What type of sales promotion is target to the consumer market?

Back 6

Consumer Sales Promotion

Front 7

A promotional program designed to build long-term, mutually beneficial relationships between a company and key customers:

Back 7

Loyalty Marketing Program

Front 8

A promotional program that allows the consumer the opportunity to try a product or service for free:

Back 8

Sampling

Front 9

What offers consumers a reason to buy?

Back 9

Advertising

Front 10

A certificate that entitles consumers to an immediate price reduction:

Back 10

Coupon

Front 11

Promotions that require skill or ability to compete for prizes:

Back 11

Contests

Front 12

What type of sales promotion is target to the marketing channel?

Back 12

Trade Sales Promotion

Front 13

A loyalty program in which loyal consumers are rewarded for making multiple purchases:

Back 13

Frequent Buyer Program

Front 14

What offers consumers an incentive to buy?

Back 14

Sales Promotion

Front 15

Used when product has a high value:

Back 15

Personal selling

Front 16

Money offered to channel intermediaries to encourage them to “push” products--that is, to encourage other members of the channel to sell the products:

Back 16

Push Money

Front 17

What are the 4 methods of sampling?

Back 17

1) Direct mail
2) Door-to-door delivery
3) Packaging with another product
4) Retail store demonstration

Front 18

Used on products that are standardized:

Back 18

Advertising & Sales Promotion

Front 19

What are the 4 benefits of trade sales promotions?

Back 19

1) Gain new distributors
2) Obtain support for consumer sales promotions
3) Build or reduce dealer inventories
4) Improve trade relations

Front 20

Used on products that are custom made:

Back 20

Personal selling

Front 21

What are the 3 goals of point-of-puchase promotions?

Back 21

1) Build traffic
2) Advertise the product
3) Induce impulse buying

Front 22

Used when product has a low value:

Back 22

Advertising & Sales Promotion

Front 23

Used when a product is technically complex:

Back 23

Personal selling

Front 24

A price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers:

Back 24

Trade Allowance

Front 25

Used when there are few customers:

Back 25

Personal selling

Front 26

What are the 4 most effective types of online sales promotions?

Back 26

1) Free merchandise
2) Sweepstakes
3) Free shipping
4) Coupons

Front 27

What are the 6 tools used for trade sales promotion?

Back 27

1) Trade allowance
2) Push money
3) Training
4) Free merchandise
5) Store demonstrations
6) Conventions & trade shows

Front 28

A sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships:

Back 28

Relationship selling

Front 29

Used when there are many customers:

Back 29

Advertising & Sales Promotion

Front 30

Seller discusses product:

Back 30

Traditional Personal Selling

Front 31

A form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects’ needs or financial status:

Back 31

Cold calling

Front 32

What are the 7 steps in the selling process?

Back 32

1) Generate Leads
2) Qualify Leads
3) Probe Customer Needs
4) Develop Solutions
5) Handle Objections
6) Close the Sale
7) Follow Up

Front 33

Selling that uses a team approach:

Back 33

Relationship Selling

Front 34

Selling with limited sales planning:

Back 34

Traditional Personal Selling

Front 35

Selling with a profit impact and strategic benefit focus:

Back 35

Relationship Selling

Front 36

Selling in which the seller’s focus is on closing sales:

Back 36

Traditional Personal Selling

Front 37

Selling with a long-term sales follow-up:

Back 37

Relationship Selling

Front 38

Selling used to sell products:

Back 38

Traditional Personal Selling

Front 39

Used on products that are simple to understand:

Back 39

Advertising & Sales Promotion

Front 40

A determination of the customer’s specific needs and wants and the range of options a customer has for satisfying them:

Back 40

Needs assessment

Front 41

Seller conducts discovery in scope of operations:

Back 41

Relationship Selling

Front 42

A consultive salesperson must know everything about what 4 things?

Back 42

1) Product or service
2) Customers and their needs
3) Competition
4) Industry

Front 43

Seller uses a “lone wolf” approach:

Back 43

Traditional Personal Selling

Front 44

Seller builds a problem-solving environment:

Back 44

Relationship Selling

Front 45

List 6 tools used for consumer sales promotion:

Back 45

1) Coupons & rebates
2) Premiums
3) Loyalty marketing programs
4) Contests & sweepstakes
5) Sampling
6) Point-of-purchase promotion

Front 46

Selling in which sales planning is top priority:

Back 46

Relationship Selling

Front 47

Selling with a pricing/product focus:

Back 47

Traditional Personal Selling

Front 48

How should a salesperson close the sale?

Back 48

-Look for customer signals
-Keep an open mind
-Negotiate
-Tailor to each market

Front 49

Selling in which the seller’s focus is on the customer’s bottom line:

Back 49

Relationship Selling

Front 50

The desired results of these 2 sales promotions include:

-Reinforce behavior
-Increase consumption
-Change purchase timing

Back 50

1) Loyalty marketing programs
2) Bonus packs

Front 51

Seller assesses “product-specific” needs:

Back 51

Traditional Personal Selling

Front 52

What are the 3 characteristics of qualified sales leads?

Back 52

1) Recognized Need
2) Buying Power
3) Receptivity & Accessibility

Front 53

Selling used to sell advice or assistance:

Back 53

Relationship Selling

Front 54

Selling with a short-term sales follow-up:

Back 54

Traditional Personal Selling

Front 55

The desired results of these sales promotions include:

-Break loyalty
-Persuade to switch

Back 55

1) Sampling
2) Sweepstakes
3) Contests
4) Premiums

Front 56

_____ is generally short-term, whereas _____ is long-term.

Back 56

Sales promotion, advertising

Front 57

An example of a(n) _____ would be a pair of Hanes pantyhose included with the razor.

Back 57

Premium

Front 58

Coupons, rebates, and point-of-purchase displays are examples of _____.

Back 58

Consumer sales promotion

Front 59

Jane went to the supermarket to buy her daughter's favorite brand of cereal--Quaker Oats Corn Bran cereal. As Jane was looking for the cereal box, she noticed a flashing light connected to a red device that was clipped on a shelf containing Post brand cereals. When she pressed the button on the device, she got a coupon for $1 off any brand of Post cereal. The device Jane saw is an example of a:

Back 59

P-O-P promotion

Front 60

In contrast with other forms of promotion, sales promotions:

Back 60

Offer a short-term incentive to buy

Front 61

For its summer show, HBO distributed Entourage cards good for perks at clubs, restaurants, and retailers in 6 cities. HBO had 300 partners in all, including Mercedes-Benz and several liquor brands. Cardholders got a CD that took them to an HBO microsite, where if they gave their e-mail address and cell phone number, they would receive weekly e-mail and text messages with special offers and events from participating brands. What is this an example of?

Back 61

Sweepstakes

Front 62

If customers are geographically dispersed, then _____ will work best.

Back 62

Advertising

Front 63

When Hasbro Games offers to send $2 to any customer who purchases a Connect Four, Trouble, Operation, Battleship, Twister, or Guess Who? game, it is an example of a(n) _____ offer.

Back 63

Rebate

Front 64

Back in 1933, the marketing department at the Jewel Tea Company wanted to increase sales among the patrons of its home delivery grocery routes. It contacted a china manufacturer and had it design a pattern of dinnerware that was called Autumn Leaf. Customers purchased individual pieces for a nominal fee as a reward for buying a certain dollar amount of groceries. The Autumn Leaf dinnerware was an example of a:

Back 64

Premium

Front 65

Pedigreed brand is marketing a new snack food for large dogs called Jumbone. It would be most likely to use which form of consumer promotion to induce product trial?

Back 65

Coupons

Front 66

Josh Moran is in charge of finding sponsors for the 2007 Reno Rodeo. He is currently talking to a marketing representative from Wrangler jeans to try and convince the company to sponsor the event. Moran is engaged in _____.

Back 66

Personal selling

Front 67

Hewlett-Packard offered $25 to individual Office Depot salespeople for each HP Laser Jet printer they sold. The $25 is _____.

Back 67

Push money

Front 68

At the annual HAI event, helicopter manufacturers and vendors of helicopter-related products gather together in a convention center and display their products in booths to customers and potential customers. This is an example of a(n) _____.

Back 68

Trade show

Front 69

During the sixteen weeks of the NFL football season, fans can log on to the NFL Web site for three chances to win a 2007 GMC Sierra. Fans enter by casting a vote for who they think will win each week's Monday Night Football match-up. What is this an example of?

Back 69

This is an example of a sweepstakes if no knowledge of football is required to enter.

Front 70

In 2006, the International Dairy Food Association introduced "Body by Milk," which is a program that encourages consumers to buy more milk. The program lets them bid on goods ranging from T-shirts and hats to musical instruments and cell phones. The bidding is done using UPCs and expiration dates from milk containers. "Body by Milk" is an example of a:

Back 70

Loyalty marketing program

Front 71

Seagram's Coolers has asked bartenders in New York City to submit cocktail recipes to its Web site. From these entries, the winning recipe will be selected. The winner of this ________ gets to take a friend on a five-night trip to Tahiti.

Back 71

Contest

Front 72

Lopez is the largest Hispanic-owned meat processor in the United States. To assist retailers in marketing its products, Lopez provides point-of-sale materials and offers special introductory discounts to retailers. Lopez uses:

Back 72

Trade promotions

Front 73

The Sun Recreational Vehicle Outlet is trying to decide which promotional tool to emphasize. The outlet's motor homes are customized and expensive. They target entertainers, sports figures, and others who spend more than six months a year on the road. Given this information, motor home retailer should rely on which promotional tool?

Back 73

Personal selling

Front 74

Under the partnership agreement between HarperCollins and Sutter Home Winery, consumers can visit the Sutter Home Web site monthly to learn about a featured pairing of a book and wine. Each visit to the Web site qualifies the consumer for the opportunity to take a reading group for a weekend stay at the Sutter Home Victorian Inn and free books from HarperCollins. This prize package will be awarded through a(n) ________ since there is no skill involved.

Back 74

Sweepstakes

Front 75

As Sherri Tuk is trying to conclude the sale of an aluminum house siding system to the Renaud family, she finally offers them free gutter cleaning services and six pairs of window shutters for half-price. This is a closing technique called:

Back 75

Negotiation

Front 76

The Chem-Gro Company has purchased mailing lists of landscape contractors, corporate lawn care services, and turf companies in order to mail out brochures with a detachable card that consumers can return for more information. Chem-Gro is involved in:

Back 76

Lead generation

Front 77

Jefferson Smurfit Company is a multi-billion-dollar supplier of packaging materials. One of its salespeople rearranged production schedules at 3 different plants to satisfy an unexpected demand for boxes from General Electric. The salesperson's actions is typical of the company's sales philosophy and indicates an emphasis on:

Back 77

Relationship selling

Front 78

What is often used to induce product trial?

Back 78

Coupons

Front 79

A promotional display set up at the retailer's location to induce impulse buying:

Back 79

P-O-P (point-of-purchase) display

Front 80

What rewards consumers for making multiple purchases?

Back 80

Loyalty marketing programs

Front 81

The identification of potential customers who are most likely to buy the seller's offerings:

Back 81

Lead generation

Front 82

When Mike Walsch began selling Singer sewing machines, he called friends, relatives, former business acquaintances, and members of his neighborhood club. He asked them if they knew anyone who was looking for a deal on a new sewing machine. This technique is known as:

Back 82

Networking