Winning a sweepstake on the other hand depends on

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questions, complete sentences, or write a paragraph about the product and submit proof of purchase. Winning a sweepstake, on the other hand, depends on chance or luck, and participation is free. Sweepstakes usually draw about ten times more entries than contests do. PTS: 1 REF: 282 OBJ: 18-2 TOP: AACSB Communication | TB&E Model Promotion 6. Business-to-business marketers use many of the same sales promotion tools used in consumer promo- tions. There are several tools, however, that are unique to these marketers. Name and briefly describe five of these unique sales promotion tools. ANS: TRADE ALLOWANCES are price reductions offered by manufacturers to intermediaries. The price reduction or rebate is in exchange for performance of specified functions or purchasing during special periods. PUSH MONEY is a bonus that intermediaries' sales representatives receive for pushing the manufac- turer's brand. TRAINING programs may be provided for an intermediary's personnel if the product is complex. FREE MERCHANDISE may be offered in lieu of quantity discounts. It may also be used as payment for trade allowances provided though other sales promotions. STORE DEMONSTRATIONS can be performed at the retail establishment for customers. Customers can then sample products or see how they are used. BUSINESS MEETINGS, CONVENTIONS, AND TRADE SHOWS are all ways to meet other vendors and potential customers. PTS: 1 REF: 281-284 OBJ: 18-3 TOP: AACSB Communication | TB&E Model Promotion 7. List the advantages personal selling offers over other forms of promotion. ANS:
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Personal selling can be used to provide a detailed explanation or demonstration of the product. This capability is especially needed for complex or new goods or services. Salespeople have the freedom to vary the message according to the motivations and interests of each prospect. When prospects raise objections, counterarguments and explanations can be provided by the salesperson. Personal selling can be directed only to qualified prospects, whereas other forms of promotion waste coverage. Personal selling costs can be controlled easily by adjusting the size of the sales force in one- person increments. Commission plans can also help expenses. Personal selling is more effective in closing the sale than other promotional tools. PTS: 1 REF: 285 OBJ: 18-4 TOP: AACSB Communication | TB&E Model Promotion 8. Discuss the customer and product conditions that suggest personal selling is more important than ad- vertising and sales promotion. ANS: Personal selling is more important when: The product has a high value. The product is custom-made. There are few potential customers. The product is technically complex. Customers are concentrated. PTS: 1 REF: 285 OBJ: 18-4 TOP: AACSB Communication | TB&E Model Promotion 9. Compare and contrast relationship selling and traditional personal selling. ANS: Traditional selling: focuses solely on the sales transaction is concerned with making a one-time sale and moving on to the next transaction emphasizes a planned presentation for the sole purpose of making the sale attempts to persuade buyers to accept a point of view or convince the buyer to take some action
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