Chapter 14

Question 1

Personal Selling

• *

Answer 1

Personal Selling

• personal presentations by the firm’s sales force for the purpose of making sales and building customer relationships.
• can be order takers (salesperson at department store) or order getters

Question 2

The Role of Salesforce

• Salesperson-owned loyalty:

Answer 2

The Role of Salesforce

• Critical link between company and customers
  
  • • Salesperson-owned loyalty: when customers are loyal to salespeople and therefore companies and products

Question 3

Selling Digitally: Online, Mobile, and Social Media Tools

Answer 3

Selling Digitally: Online, Mobile, and Social Media Tools

Digital tools can be used to supplement sales force management by: allowing social
networking, saving time and costs

Question 4

Sales Promotion:

Answer 4

Sales Promotion

Whereas advertising offers reasons to buy a product or service, sales promotion offers reasons to buy it now. They are targeted towards:

ØFinal buyers(consumer promotions)

ØRetailers and wholesalers (trade promotions)

Question 5

Major Sales Promotion Tools

I.

II. Trade Promotions

III. Business Promotions

Answer 5

Major Sales Promotion Tools

I. Consumer Promotions

• Samples: trial amount of a product, such as a taste sample at the supermarket
• Coupons: certificates to save money, such as those dispensed on store shelves. There isan increasing use of digital coupons
• Rebates: price reduction after purchase, such as mail-in proof of purchase
• Price packs: offer discounts from regular price, such as “buy one, get one free”
• Premiums: extra goods offered for free with purchase, such as McDonal’s happy meal toys
• Advertising specialties/Promotional products: articles imprinted with company names,such as t-shirts, hats, etc.
• Point-Of-Purchase (POP) promotions: in-store displays, such as life-sized celebrity
  cardboard cut-outs
• Contests, games: entices people to play, such as “Roll Up the Rim to Win”
• Sweepstakes: entices people to enter a draw, such as lotteries
• Event Marketing: creation or involvement in events, such as concerts

II. Trade Promotions

• Tools used to persuade resellers to carry a brand, give it shelf space, and promote it in advertising
• Many tools used for consumer promotions can also be used at trade promotions as well as: allowance and free goods

III. Business Promotions

• Conventions
• Trade shows
• Sales contests