Test 3 chapter 14

Question 1

Other promotion mix

Answer 1

Sponsorships
Sales promotion
Direct marketing
Personal selling 
Internet
Infomercials

Question 2

sales promotion- definition

Answer 2

Sales promotion refers to any paid consumer or trade communication program of limited duration that adds tangible value to a product or brand
Price vs. non-price promotions
Consumer vs. trade promotions

Question 3

sales promotion- benefits

Answer 3

Provide a tangible incentive to buyers
Reduce the perceived risk associated with purchasing a product
Provide accountability for communications activity
Provide method of collecting additional data for database

Question 4

Sales Promotion: Global or Local

Answer 4

In countries with low levels of economic development, low incomes limit the range of promotional tools available
Market maturity can also be different from country to country
Local perceptions of a particular promotional tool or program can vary
Local regulations may rule out use of a particular promotion in certain countries
Trade structure in the retailing industry can affect
the use of sales promotions

Question 5

couponing

Answer 5

Couponing
Printed certificates entitle the bearer to a price reduction or some other special consideration for purchasing a particular product
Couponing accounts for 70% of consumer promotion spending in the U.S.
Free-standing inserts, in-pack, on-pack, cross coupons

Question 6

sales promotion issues

Answer 6

Fraud
Pepsi promotion with Apple
Regulations vary by country
Cultural dispositions to coupons and other sales promotions

Question 7

the strategic/consultative selling model- Personal Selling Philosophy

Answer 7

commitment to the marketing concept and a willingness to adopt the role of problem solver/partner

Question 8

the strategic/consultative selling model- Relationship Strategy

Answer 8

game plan for establishing and maintaining high-quality relationships with prospects/customers

Question 9

the strategic/consultative selling model- Product Strategy

Answer 9

plan that can assist the sales representative in selecting and positioning products to satisfy customer needs

Question 10

the strategic/consultative selling model- Customer Strategy

Answer 10

plan that ensures that the sales professional will be maximally responsive to customer needs

Question 11

the strategic/consultative selling model- Presentation Strategy

Answer 11

consists of setting objectives for each sales call and establishing a presentation plan to meet those objectives

Question 12

Sales Force Nationality

Answer 12

Expatriates
Host-country nationals
Third-country nationals
Other options

Question 13

Expatriates- Advantages

Answer 13

Superior product knowledge
Demonstrated commitment to service standards
Train for promotion
Greater HQ control

Question 14

Expatriates- Disadvantages

Answer 14

Higher cost
Higher turnover
Cost for language and cross-cultural training

Question 15

Host Country Nationals- advantages

Answer 15

Economical
Superior market knowledge
Language skills
Superior cultural knowledge
Fast implementation

Question 16

Host Country Nationals- disadvantages

Answer 16

Needs product training
Difficult to manage
Difficult to ensure loyalty

Question 17

Third Country Nationals- advantages

Answer 17

Cultural sensitivity
Language skills
Economical
Allows regional sales coverage

Question 18

Third Country Nationals- disadvantages

Answer 18

May face identification problems
May be blocked for promotions
Income gaps
Needs product and/or company training
Loyalty not assured

Question 19

special forms of marketing communications

Answer 19

Direct Marketing
Direct mail
Catalogs
Infomercials, teleshopping
Event Sponsorship
Concerts, sporting events
Product placement in movies 
Internet Communications

Question 20

Direct Marketing

Answer 20

Any communication with a consumer or business recipient that is designed to generate a response in the form of:
An order
Request for further information
A visit to a store or other
   place of business

Question 21

Interactive Television

Answer 21

ITV allows viewers to interact with the programming content they are viewing
In the U.K., more than half of pay-TV subscribers use ITV
Remote controls have buttons to push to order products shown on screen