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 social network
A loyalty program
Contests are promotions in which participants use some skill or ability to compete for prizes.
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):
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.
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
104. Refer to Kraft Foods. Which type of selling does this Kraft perform with Wal-Mart? a.
e. Traditional personal selling
Relationship or consultative selling
Focused selling ANS: B
Relationship or consultative selling focuses on improving the customer’s bottom line. See Exhibit
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:
cold calling process
The steps of the selling process closely follow the AIDA concept (attention, interest, desire and
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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- Fall '13