Question 1

Marketers who send coupons to customers' cell phones are using ________.

Accepted Answer

Marketers who send coupons to customers' cell phones are using mobile marketing strategies. Mobile marketing is a type of digital marketing that uses mobile devices and wireless networks to promote products or services to customers. This can include strategies such as SMS messaging, mobile applications, mobile-responsive websites, and more. Sending coupons to customers' cell phones is a common tactic in mobile marketing, as it allows marketers to reach customers directly on their personal devices and offer them targeted discounts and promotions.

Question 2

Which of the following involves marking a reduced price directly on a product's packaging and often results in the stimulation of short-term sales?

Accepted Answer

Price packs involve marking a reduced price directly on a product's packaging and often result in the stimulation of short-term sales. Promotional products are items branded with a company's logo or message that are given away to promote the company or product. Patronage rewards are loyalty programs that reward customers for making repeat purchases. Samples are small amounts of a product given away for customers to try before they buy. Rebates involve offering customers a discount on a product after they have made a purchase and submitted proof of purchase.

Question 3

Which of the following consumer promotion tools is the MOST costly way for companies to introduce a new product?

Accepted Answer

Samples are the most costly way for companies to introduce a new product as they involve producing and distributing physical products to potential customers. Other methods such as coupons and price packs may involve a cost for the company but are generally less expensive than producing and distributing physical samples.

Question 4

________ are goods offered either free or at low cost as an incentive to buy a product.

Accepted Answer

Premiums are goods offered either free or at low cost as an incentive to buy a product. Coupons are discounts off the regular price of a product, price packs are a specific quantity of a product sold for a lower price, cash refund offers are reimbursements for a portion of the purchase price, and point-of-purchase promotions are displays or demonstrations set up in stores to encourage impulse purchases.

Question 5

Which of the following questions would be the best one to help a marketer evaluate the return on a sales promotion investment?

Accepted Answer

The best way to evaluate the return on investment for a sales promotion is to determine if it increased purchases from current customers or attracted new customers. This will show if the promotion was successful in generating revenue and increasing customer base. The other options are related to the execution and customer experience of the promotion, but do not directly measure its impact on sales.

Question 6

Which consumer promotion tool requires consumers to send a proof of purchase to the manufacturer?

Accepted Answer

Cash refunds require consumers to send a proof of purchase to the manufacturer in order to receive their refund. The other options (cents-off deals, coupons, samples, and promotional products) do not necessarily require proof of purchase.

Question 7

Marathons,concerts,and festivals with corporate sponsors are examples of ________.

Accepted Answer

Marathons, concerts, and festivals with corporate sponsors are examples of event marketing, which is a promotional strategy that involves creating, organizing, and executing events to promote a product, service, or brand. The events are designed to generate brand awareness, engagement, and loyalty among consumers, and to provide an opportunity for businesses to showcase their products or services in a fun and memorable way.

Question 8

Asian Motors splits Asia into 10 sales regions.Within each of those regions,the company maintains two sales teams,one for existing customers and one for prospects.What type of sales force structure does Asian Motors use?

Accepted Answer

Asian Motors uses a complex sales force structure because it has multiple sales teams within each region, each responsible for a different customer type (existing customers and prospects).

Question 9

Manufacturers direct more sales promotion dollars toward ________ than to ________.

Accepted Answer

Manufacturers direct more sales promotion dollars toward retailers and wholesalers, as they are the ones who can influence the sales of their products and help them reach the end consumers. While consumers are important, it is more effective to target the middlemen who can push their products forward.

Question 10

Business promotion tools are used for all of the following reasons EXCEPT to ________.

Accepted Answer

Business promotion tools are not typically used to increase manufacturing. They are intended to generate leads, stimulate purchases, reward customers, and motivate salespeople.

Question 11

Manufacturers may offer a(n)________ in return for the retailer's agreement to feature the manufacturer's products in advertising or display.

Accepted Answer

An allowance is a form of trade promotion where manufacturers offer retailers a specific amount of money as an incentive to feature their products in advertising or displays. The allowance can be used by the retailer to offset the cost of the promotion or as a discount on future purchases. POP promotions, incentive promotions, price packs, and premiums are other forms of trade promotions, but they are not specifically tied to a retailer's agreement to feature a manufacturer's products.

Question 12

Johnson Business Solutions,Inc.maintains one sales force for its copy machines and a separate sales force for its computer systems.Johnson Business Solutions utilizes a(n)________ structure.

Accepted Answer

Johnson Business Solutions utilize a product sales force structure where they have separate sales forces for their copy machines and computer systems.

Question 13

Trade shows offer manufacturers the opportunity to do all of the following EXCEPT ________.

Accepted Answer

While trade shows offer manufacturers the opportunity to establish connections and generate sales leads, they are not specifically aimed at creating sales contests.

Question 14

A ________ has the advertiser's name on it and is given as a gift to consumers.

Accepted Answer

A promotional product is a branded item given as a gift to consumers with the aim of promoting a brand or product. It is usually imprinted with the advertiser's name or logo and serves as a reminder of the brand. Examples of promotional products include t-shirts, pens, tote bags, and keychains.

Question 15

Stahl,Inc.has 1,000 Type-A accounts,each requiring 28 calls per year,and 2,200 Type-B accounts,each requiring 15 calls per year.If each salesperson at Stahl,Inc.can make 1,500 sales calls per year,approximately how many salespeople will be needed?

Accepted Answer

First, calculate the total number of calls that need to be made in a year:

Type-A accounts: 1,000 accounts × 28 calls per year = 28,000 calls per year
Type-B accounts: 2,200 accounts × 15 calls per year = 33,000 calls per year
Total calls: 28,000 + 33,000 = 61,000 calls per year

Then, divide the total number of calls by the number of calls that can be made by one salesperson per year:

61,000 total calls ÷ 1,500 calls per year per salesperson = 40.67 salespeople

Since we can't have a fraction of a salesperson, round up to the nearest whole number:

41 salespeople are needed.

Question 16

J&M Manufacturing has 2,000 Type-A accounts,each requiring 35 calls per year,and 1,000 Type-B accounts,each requiring 15 calls per year.What is the sales force's workload?

Accepted Answer

To calculate the sales force's workload, we need to multiply the number of accounts by the number of calls per year for each account type and then add those values together.

For Type-A accounts: 
2,000 accounts * 35 calls per year = 70,000 calls

For Type-B accounts: 
1,000 accounts * 15 calls per year = 15,000 calls

Total workload: 
70,000 calls + 15,000 calls = 85,000 calls

Therefore, the best choice is D with a workload of 85,000 calls.

Question 17

A manufacturer that offers cash or gifts to dealers for encouraging the purchase of the manufacturer's goods is using ________.

Accepted Answer

Push money is a type of incentive where a manufacturer offers cash or gifts to dealers to encourage them to push the manufacturer's products. Price-offing refers to discounts offered to customers, off-listing refers to not publishing the actual price of a product, off-invoicing is an illegal practice where companies record incorrect values in invoices to avoid taxes, and allowances refer to discounts or compensation offered to cover expenses incurred by the dealer while selling the manufacturer's products.

Question 18

Which consumer promotion offers consumers the chance to win something by presenting them with an item such as a scratch-off card or a bingo number ?

Accepted Answer

This type of promotional offer is called a game, where consumers are presented with an item such as a scratch-off card or a bingo number and have a chance to win a prize. Contests usually require some skill or effort to enter, price pack promotions offer discounts or additional products with a purchase, sweepstakes are random drawings for a prize, and point-of-purchase promotions are incentives offered at the point of sales.

Question 19

Ultra-Tech,Inc.has decided to switch to a customer sales force structure.Which of the following advantages is the company now LEAST likely to enjoy?

Accepted Answer

Switching to a customer sales force structure means that the company will have salespeople who specialize in certain industries or product lines, which will enable them to have more in-depth knowledge. Therefore, it is least likely that the company will enjoy the advantage of salespeople developing in-depth knowledge of numerous and complex product lines because they will be specialized in specific areas.

Question 20

Of the main consumer promotion tools,which is the MOST effective for introducing a new product or creating excitement for an existing one?

Accepted Answer

Samples are the most effective tool for introducing a new product or creating excitement for an existing one because they allow consumers to try the product firsthand, which can lead to immediate interest and potential purchase.

Quiz 16: Personal Selling and Sales Promotion