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Unformatted text preview: usually need more information and demonstrations to answer their questions about
high-value products. See Exhibit 18.2.
KEY: CB&E Model Promotion OBJ: 18-4 TOP: AACSB Reflective MSC: BLOOMS Application 113. Refer to Advanced Bionics. Advanced Bionics has cutting-edge technology and its customers are
very sophisticated. Salespeople need to persuade physicians, neurosurgeons, and orthopedic
doctors to use Advanced Bionics’ products. Which of the following statements is NOT an
advantage that personal selling offers the company?
It can tailor the message to the customer
It is good for explaining the merits of
It is inexpensive on a per contact basis.
It can be specifically directed to the different
types of accounts.
It is effective in convincing a prospective
Personal selling is more expensive than other tools when calculated on a per contact basis.
KEY: CB&E Model Promotion OBJ: 18-4 TOP: AACSB Reflective MSC: BLOOMS Application 114. Refer to Advanced Bionics. Medical Education Training Associates (META) handles the training
of new Advanced Bionics sales reps. One of META’s advanced courses focuses on building
networks among the company’s various stakeholders. Networking is often discussed as an
approach for developing:
new product ideas
potential new clients c.
e. strategic resources
sales force morale
cost reduction strategies ANS: B
Networking is using friends, business contacts, coworkers, acquaintances, and fellow members in
professional and civic organizations to identify potential clients.
KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Application ESSAY
1. What is sales promotion? What are the objectives of sales promotion?
Sales promotion is marketing communication activities, other than advertising, personal 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. Sales promotion offers consumers incentives to buy via coupons, premiums,
contests, and free samples. Immediate purchase is usually the goal of sales promotion. The
objectives depend on the general behavior of the target consumers. Marketers targeting loyal
users of their product want to reinforce existing behavior, whereas other promotions may aim to
convince consumers to switch brands or try a new product.
KEY: CB&E Model Promotion OBJ: 18-1 TOP: AACSB MSC: BLOOMS Synthesis 2. Oakley Grove and Abraham Enterprises both market oranges and grapefruits. Oakley Grove has
been in business for almost 40 years, while Abraham Enterprises has only been selling citrus fruit
for about 18 months. Abraham Enterprises would like to take business away from Oakley Grove,
and Oakley Grove wants to retain all of its customers....
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- Fall '13