THINKING MAGAZINE - Chapter 15

Question 1

Activity that provides special incentives to bring about immediate action from consumers, distributors, and an organization’s sales force

Answer 1

Sales Promotion

Question 2

Activity promoting extra brand sales by offering the consumer an incentive over and above the product’s inherent benefits

Answer 2

Consumer Promotion

Question 3

Price-saving incentive offered t consumers by manufacturers and retailers to stimulate purchase of a specified

Answer 3

Coupon

Question 4

The number of coupons returned to an organization expressed as a percentage of the total number of coupons in distribution for a particular coupon offer

Answer 4

Redemption Rate

Question 5

A free product distributed to potential users either in a small trail size or its regular size

Answer 5

Free sample

Question 6

A promotion designed to create short term excitement about a product

Answer 6

Contest

Question 7

A type of contest in which large prizes, such as cash,cars,homes,and vacation, are given away to randomly selected participants

Answer 7

Sweepstakes

Question 8

Promotion vehicle that includes a number of predetermined, pre-seeded winning tickets in the overall, fixed universe of tickets. Packages containing winning certificates are redeemed for prizes

Answer 8

Game

Question 9

Predetermined amount of money returned directly to the consumer by the manufacturer after the purchase has been made

Answer 9

Cash Refund

Question 10

An item offered for free or at a bargain price to customers who buy another specific item or make a minimum purchase

Answer 10

Premium

Question 11

Offers the consumer a small bonus, such as points or “play money,’ when they make a purchase; the bonus accumulates with each new purchase

Answer 11

Loyalty program

Question 12

A temporary price reduction designed to encourage larger purchases by distributors

Answer 12

A Trade Allowance

Question 13

Discount offered by a manufacturer to a distributor who performs a promotional function on the manufacturer’s behalf

Answer 13

Performance Allowance

Question 14

An incentive offered to a distributor by a manufacturer to encourage a special purchase or to secure additional merchandising support

Answer 14

Dealer Premium

Question 15

Self-contained, custom-designed merchandising units that either temporarily or permanently display a manufacturer’s product

Answer 15

Dealer-Display material

Question 16

A variety of activities and communications that organizations undertake to monitor, evaluate , influence and adapt to the attitudes, opinions, and behaviours of their publics.

Answer 16

Public Relations

Question 17

A paid form of advertising designed to create a favorable image for an organization among its public

Answer 17

Corporate Advertising

Question 18

News about a person, product, idea, or service that appears in the print or broadcast media

Answer 18

Publicity

Question 19

Placing new product with a group of trendsetters who in turn influence others to purchase the product

Answer 19

Product Seeding

Question 20

Recommendations by satisfied consumers to prospective consumers about a good or service

Answer 20

Word of Mouth Marketing

Question 21

A document prepared by an organization containing public relations information that is sent to the media for publication or broadcast

Answer 21

Press Release

Question 22

A gathering of news reporters invited to location to witness the release of important information

Answer 22

Press Conference

Question 23

The assembly of relevant public relations information into a package that is distributed to the media for publication or broadcast

Answer 23

Press Kit

Question 24

A type of marketing that creates awareness for a product by having the customer interact directly with the product

Answer 24

Experimental marketing

Question 25

The process, planned by a sponsoring organization, of integrating a variety of communications elements behind an event theme

Answer 25

Event Marketing sisi

Question 26

A sponsor situation in which a sponsor agrees to support an event financially in return for advertising privileges associated with the event

Answer 26

Event Sponsorship

Question 27

A form of event marketing in which a company or brand is linked to a physical site

Answer 27

Venue Marketing

Question 28

Face to face communication involving the presentation of features and benefits of a product or service to a buyer for the purpose of making a sale

Answer 28

Personal Selling

Question 29

A systematic procedure for developing sales leads

Answer 29

Prospecting

Question 30

Occurs when a salesperson secures names of potential customers from satisfied customers and makes an initial content by telephone to arrange a time for a face to face meeting

Answer 30

Pre-approach

Question 31

The initial contact with a prospect, usually a face to face selling encounter

Answer 31

Approach

Question 32

The persuasive delivery and demonstration of a product’s benefits

Answer 32

Presentation

Question 33

An opportunity to show a product in action;it helps substantiate the claims that the salesperson is making

Answer 33

Demonstration

Question 34

An obstacle that the salesperson must confront and resolve if the sales transaction is to be completed

Answer 34

Objection

Question 35

The point in the sales presentation when the seller asks for the order

Answer 35

Closing

Question 36

An attempt to close that failed

Answer 36

Trial Close

Question 37

An activity that keeps salespeople in touch with customers after the sale has been made to ensure that the customer is satisfied

Answer 37

Follow up