Marketing Final Exam

Marketing Final Exam

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Unformatted text preview: ho have been known to use profane language in their routines. Several of the college students told the agent that this type of language would not be welcome at their college. The agent promised the group that the comedians were able and willing to perform an act that the students could bring their grandmothers to see without being embarrassed. In this example, the agent was: a. getting referrals b. doing a preapproach c. qualifying leads d. using trade promotions e. handling objections ANS: E The prospect often raises objections or asks questions about the proposal and the product, and an effective salesperson should anticipate objections. PTS: 1 REF: 296 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Application 111. Refer to College Entertainers. The student members might agree to pay lodging and travel expenses in return for the entertainer reducing his or her fees by $100. This is an example of: a. engaging in cross promotion b. negotiation c. countertrade d. a cross-sell e. creating a value chain ANS: B Negotiation is the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement. PTS: 1 REF: 296 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Application Advanced Bionics Advanced Bionics is a global leader in the development of implantable, high-tech neurostimulation devices used to treat deafness and chronic pain. Just two-and-a- half years after introducing its new stimulators, the firm is doing $200 million in domestic sales. How has Advanced Bionics been so successful? Its success can be attributed to its outstanding products and to three aspects of its sales approach. First, Advanced Bionics hired the right talent for its sales force. Companies tend to use experienced sales reps—often hired away from competing companies—to sell new medical devices. This can be very expensive since experienced reps generally expect as much as $200,000 in annual income. So when Advanced Bionics brought its medical device to market, it hired people with no experience selling medical devices and turned them into sales reps. Hiring inexperienced salespeople created some problems, however, and the company experienced high turnover rates during its first two years in operation. Second, Advanced Bionics provided salespeople with a rigorous training program. Third, Advanced Bionics allowed salespeople to plan their own activities while managers monitored their progress and pushed them to improve. In short, the company has been able to succeed by selecting good people, training them well, and managing them carefully. 112. Refer to Advanced Bionics. Personal selling is important for Advanced Bionics because: a. its products are standardized b. its buyers are not very technologically savvy c. the complexity of its products has decreased d. its buyers are extremely dispersed e. its products are high value ANS: E Customers...
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This document was uploaded on 09/29/2013.

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