Chapter 13

Question 1

Personal Selling

Answer 1

Personal presentations by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships

Question 2

Sales Promotion

Answer 2

Short-term incentives to encourage the purchase or sale of a product or a service.

Question 3

Consumer Promotions

Answer 3

Sales promotion tools used to boost short-term customer buying and engagement or enhance long-term customer relationships

Question 4

Event Marketing

Answer 4

Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others.

Question 5

Trade Promotions

Answer 5

Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, and promote it in advertising.