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Marketing Final Exam

Offered by retailers to customers who are buying

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Unformatted text preview: 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 Knowledge 11. A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods. ANS: F A trade allowance is a price reduction offered by manufacturers to intermediaries. PTS: 1 REF: 289 Thinking KEY: CB&E Model Promotion OBJ: 18-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 12. Hewlett-Packard offered $25 to individual Office Depot salespeople for each HP LaserJet printer they sold. The $25 is push money. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Application REF: 289 OBJ: 18-3 KEY: CB&E Model Promotion 13. Trade shows are an excellent place to introduce new products to the marketplace. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 289 OBJ: 18-3 KEY: CB&E Model Promotion 14. Manufacturers use trade promotions because they generate excitement among consumers. ANS: F Manufacturers use trade promotions because they help manufacturers gain new distributors, obtain wholesaler and retailer support for consumer sales promotions, and improve trade relations. PTS: 1 REF: 290 Thinking KEY: CB&E Model Promotion OBJ: 18-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 15. Personal selling becomes a more important promotional tool as product value and complexity and increase. ANS: T See Exhibit 18.2. PTS: 1 REF: 290 Thinking KEY: CB&E Model Promotion OBJ: 18-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 16. Dave is in charge of finding sponsors for the 2011 Riverbend Festival. He is meeting with marketing representatives from Wrangler jeans and First Tennessee National Bank, attempting to convince them to sponsor the event. Dave is engaged in personal selling. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Application REF: 290 OBJ: 18-4 KEY: CB&E Model Promotion 17. Relationship selling is also called interactive selling. ANS: F It is also called consultative selling. PTS: 1 REF: 291 Thinking KEY: CB&E Model Promotion OBJ: 18-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension 18. Relationship selling is really just a new name for transactional selling. ANS: F Relationship selling is a personalized, empathetic approach to creating satisfied long-term customers. PTS: 1 REF: 291 Thinking KEY: CB&E Model Promotion OBJ: 18-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension 19. With relationship selling, the salesperson would spend most of his or her contact time with the prospect talking about the product because the salesperson does not want to waste the customer’s time. ANS: F With relationship selling, the salesperson spends most of his or her time attempting to build a problem-solving environment with the customer. See Exhibit 18.3. PTS: 1 REF: 291 Thinking KEY: CB&E Model Promotion OBJ: 18-5 TOP: AACSB Reflective MSC: BLOOMS Comprehens...
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