Marketing Final Exam

In which type of sales promotion a a premium b a

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Unformatted text preview: ACSB Reflective MSC: BLOOMS Application 102. Refer to Butterball Turkey. Consumers submitting a recipe online in hopes of winning the $1,000 prize are participating in which type of sales promotion? a. A premium b. A sweepstake c. A social network d. A contest e. A loyalty program ANS: D Contests are promotions in which participants use some skill or ability to compete for prizes. PTS: 1 REF: 287 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application 103. Refer to Butterball Turkey. The temporary shelves that are put up in the stores that include complementary products for a holiday meal, such as dressing mixes, canned vegetables, cranberry sauce, and so on, is an example of a(n): a. P-O-P display b. trade allowance c. push money d. interactive kiosk e. sampling station ANS: A Point-of-purchase (P-O-P) promotion includes a promotional display set up at the retailer’s location to build traffic, advertise the product, or induce impulse buying. PTS: 1 REF: 288 Thinking KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB Reflective MSC: BLOOMS Application Kraft Foods Kraft Foods, the second-largest food retailer in the world, recently reorganized its sales force, cut prices on key products, divested itself of lower-margin brands, and closed plants. While Kraft distributes its products through myriad resellers, Wal-Mart––the largest retailer in the world––is its biggest customer. Consequently, Kraft Foods, along with several other manufacturers, has a sales office located in Bentonville, Arkansas, which is where Wal-Mart’s headquarters is located. The sales team in this office deals directly with Wal-Mart instead of other types of resellers like wholesalers. One might not see it as selling, however, because the sales force sells advice, assistance, and counsel to Wal-Mart and focuses on improving Wal-Mart’s bottom line. Kraft also sells products to thousands of other resellers, and their approach varies depending on the customer. 104. Refer to Kraft Foods. Which type of selling does this Kraft perform with Wal-Mart? a. b. c. d. e. Traditional personal selling Relationship or consultative selling Customer selling Interactive selling Focused selling ANS: B Relationship or consultative selling focuses on improving the customer’s bottom line. See Exhibit 18.3. PTS: 1 REF: 291 Thinking KEY: CB&E Model Promotion OBJ: 18-5 TOP: AACSB Reflective MSC: BLOOMS Application 105. Refer to Kraft Foods. The AIDA concept is encouraged among the sales teams that focus on other resellers besides Wal-Mart because it can help in the: a. JIT process b. communication process c. networking process d. selling process e. cold calling process ANS: D The steps of the selling process closely follow the AIDA concept (attention, interest, desire and action). PTS: 1 REF: 292 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Application 106. Refer to Kraft Foods. _____ is the identification of those firm...
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