Chapter 18

Question 1

Marketing communication activities other than advertising, person selling, and public relations, in which a short-term incentive motivates consumers or members of the distribution channel to purchase a good or service immediately, either by lowering the price or by adding value. An incentive to buy.

Answer 1

Sales Promotion

Question 2

Sales promotion activities targeting the ultimate consumer

Answer 2

Consumer sales promotion

Question 3

Sales promotion activity directed to members of the marketing channel, such as wholesalers and retailers

Answer 3

Trade Sales promotion

Question 4

A certificate that entitles consumers to an immediate price reduction when the product is purchased and used to encourage product trial and repurchase.

Answer 4

Coupon

Question 5

A cash refund given for the purchase of a product, usually in the form of a mail-in rebate form with some proof of purchase.

Answer 5

Rebate

Question 6

An extra item offered to the consumer, usually in exchange for some proof that the promoted product has been purchased.

Answer 6

Premium

Question 7

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

Answer 7

Loyalty Marketing Program

Question 8

A loyalty program in which loyal consumers are rewarded for making multiple purchases of a particular good or service.

Answer 8

Frequent buyer program

Question 9

A promotional program that allows a consumer to try a product or service risk-free

Answer 9

Sampling

Question 10

A promotional display set up at the retailer’s location to build traffic, advertise the product, or induce impulse buying.

Answer 10

Point of purchase

Question 11

A price reduction offered by manufacturers to intermediaries and retailers.

Answer 11

Trade Allowance

Question 12

Bonus for pushing the manufacturers brand through the distribution channel.

Answer 12

Push Money

Question 13

Direct communication between a sales rep and the buyer(s)

Answer 13

Personal Selling

Question 14

A sales practice that involves building, maintaining and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial relationships. (FedEx + PeopleSoft)

Answer 14

Relationship selling

Question 15

The set of steps a salesperson goes through to sell a particular product or service

Answer 15

Sales Process (Cycle)

Question 16

Identification of those firms and people most likely to buy the seller’s offering.

Answer 16

Lead generation (prospecting)

Question 17

A recommendation to a sales person from a customer or business associate.

Answer 17

Referral

Question 18

A process of finding out about potential clients through friends, coworkers, etc.

Answer 18

Networking

Question 19

“determination if prospect has:

(1) a recognized need;
(2) buying power; and
(3) willingness to see a salesperson”

Answer 19

Lead Qualification

Question 20

“Homework.”

Answer 20

Pre-approach

Question 21

Find out as much as possible about the prospect’s situation

Answer 21

Needs assessment

Question 22

A written doc or professional presentation that outlines how the product will meet the client’s needs

Answer 22

Sales proposal

Question 23

Formal meeting to present the sales proposal

Answer 23

Sales presentation

Question 24

Offering of concessions to make the sale

Answer 24

Negotiation

Question 25

Sales goal

Answer 25

Quota