Question 1

Many marketers argue that the heavy use of sales promotion is a symptom of decreasing brand loyalty, increasing consumer price sensitivity, a focus on short- run marketing planning, and an erosion of
brand- quality image, not the cause of these ills. They point to more basic causes, such as slower population growth, more educated consumers, industry over- capacity, the decreasing effectiveness of advertising, the increase in retailer power, and the emphasis by companies on short- run profits. Set out your position on this vexing question.

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Question 2

Why would a manufacturer of small hand tools use trade promotions to increase its sales?

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Question 3

List and briefly explain the major steps in the personal selling process.

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Question 4

The workload approach to computing salesforce size requires the firm to divide the total number of required annual sales calls by the average number of sales calls each salesperson should make.

Accepted Answer

This statement correctly defines the workload approach to computing salesforce size.

Question 5

Briefly contrast the basic approaches to sales compensation. What factors should be considered in selecting a specific approach? Which plan is best?

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Question 6

Your friend has taken a position as a retail sales assistant in a local furniture retail store. Now, he is bemoaning the fact that he will gain very little sales experience in this role since his duties are essentially that of an order taker. Comment on your friend's perspective.

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Question 7

Aroha Nelson has established a new company to sell lawn and garden products nation wide. Discuss why Aroha's sales managers should worry about motivation. How can she motivate her salespeople to be as productive as they possibly can?

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Question 8

Many tools can be used to accomplish sales promotion objectives. List and briefly describe the main consumer sales- promotion tools.

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Quiz 16: Sales Promotion and Selling