Public Relations and Personal Selling

Question 1

Define publicity

Answer 1

The free mention of a product, celebrity or company in the media

Question 2

Define public relations

Answer 2

Activities that promote the image and communications a company or celebrity has with it employees, customers, investors, and public

Question 3

Define press kit

Answer 3

Promotional materials that can be used by the media, such as fact sheets, background information, press releases, testimonials, videos, etc.

Question 4

Define press releases

Answer 4

A newsworthy article that provides the basic information to answer questions such as who, what, where, when, and why

Question 5

Explain why companies, teams and individuals do press releases and press kits

Answer 5

To alert the media in hopes of getting media coverage

Question 6

Define personal selling

Answer 6

Direct communication by a salesperson to potential customers either in person, by phone or online

Question 7

Explain why personal selling is an important part of the promotional mix

Answer 7

Allows for two-way communication between the buyer and seller

Question 8

Describe order taking

Answer 8

Does not involve much sales ability
The consumers know what they want and ask for it

Question 9

Example of order taking

Answer 9

Ex. A salesperson who works in a souvenir shop

Question 10

Describe order getting

Answer 10

A professional salesperson who knows how to follow the steps of a sale

Question 11

Example of order getting

Answer 11

Ex. A sports agent, car dealership

Question 12

Explain prospecting

Answer 12

Involves looking for potential customers or leads

Question 13

Example of prospecting

Answer 13

Ex. Trade shows, business cards

Question 14

Explain preapproach strategies

Answer 14

Learning about the products and the potential customers

Question 15

Examples of preapproach strategies

Answer 15

Ex. For a pair of Nike athletic shoes, the features such as the unique patented design, colour, sizes and price may be a selling points to a customer

Question 16

List the 7 steps of professional selling

Answer 16

1. Approach
2. Determine needs
3. Present the product
4. Overcome objections
5. Close the sale
6. Perform suggestion selling
7. Follow up

Question 17

Explain approach

Answer 17

First face-to-face meeting with a potential customer
Goal is to establish a relationship with the customer

Question 18

Explain determine needs

Answer 18

Involves looking, listening, and asking questions
Look at the customer for non-verbal feedback and facial expressions

Question 19

Explain present the product

Answer 19

Should be developed around the customer’s wants and needs
Should create interest and desire

Question 20

Explain overcome objections

Answer 20

Involves answering questions or eliminating doubts about a product
Objections can become selling points

Question 21

Explain close the sale

Answer 21

Getting a commitment for the customer

Question 22

Explain perform suggestion selling

Answer 22

Presenting ideas for additional merchandising sales

Question 23

Explain follow up

Answer 23

Sale is the beginning of a relationships and not the end
Developing a relationship can lead to repeat sales

Question 24

Explain the power of the promotional mix

Answer 24

The right combination of all the elements work to create synergy

Question 25

Explain what the promotional mix achieves

Answer 25

Advertising, sales, promotion, publicity, personal selling > attract customers and fans, sales, positive image