Hiring inexperienced salespeople created some

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ket, 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 salespeople, training them well, and managing them care- fully. NARREND 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 usually need more information and demonstrations to answer their questions about high- value products. See Exhibit 18.2. PTS: 1 REF: 285 OBJ: 18-4 TOP: AACSB Reflective Thinking | TB&E Model Promotion NAR: Advanced Bionics 113. Refer to Advanced Bionics. Advanced Bionics’ technology is cutting-edge and their customers are very sophisticated. Salespeople need to persuade physicians, neurosurgeons, and orthopedic doctors to use Advanced Bionics’ products. All of the following statements are advantages personal selling offers the company in comparison to other techniques EXCEPT: PTS: 1 REF: 285 OBJ: 18-4 TOP: AACSB Reflective Thinking | TB&E Model Promotion NAR: Advanced Bionics 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 develop- ing _____.
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1. What is sales promotion? What are the objectives of sales promotion? ANS: Sales promotion is marketing communication activities, in which short-term incentives are offered to the customer to induce the purchase of a particular product or service. Sales promotion offers con- sumers incentives to buy via coupons, premiums, contests, and free samples. Immediate purchase is usually the goal of sales promotion. Specifically, the promoter attempts to increase trial, boost product usage, or encourage repurchase. The objectives depend on the general behavior of the target con- sumers. Marketers targeting loyal users of their product want to reinforce existing behavior, whereas
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  • Spring '10
  • Patterson
  • Sales, sales representative, AACSB Reflective Thinking

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