Welcome to

1
Welcome to
Who Wants to Be a Marketer?
Created for Marketing, 9th Ed., by Lamb, Hair and
McDaniel South-Western/Thomson Learning Chapter
16 Sales Promotion and Personal Selling
Created by John T. Drea, Western Illinois
University
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Go to Round 2
Select another chapter
Who Wants to Be a Marketer? Round 1
Chapter 16 Sales Promotion and Personal Selling
Go to Final Challenge!
Consumer Sales Promotion
Which and When
Relationship Selling
It Starts with a P
Basic Terms
100 200 300 400 500
100 200 300 400 500
100 200 300 400 500
100 200 300 400 500
100 200 300 400 500
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answer/question
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4
Basic Terms - 100 points

• Answer This term describes marketing
  communications activities, other than
  advertising, public relations and personal
  selling, in which a short-term incentive
  motivates the immediate purchase of a good or
  service.
• Question What is sales promotion?

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5
Basic Terms - 200 points

• Answer It is defined as direct communication
  between a sales representative and one or more
  prospective buyers in an attempt to influence the
  buyer in a purchase situation.
• Question What is personal selling?

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6
Basic Terms - 300 points

• Answer This is a formal written document or
  professional presentation that outlines how the
  sales representatives product or service will
  meet or exceed the prospects needs.
• Question What is a sales proposal?

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7
Basic Terms - 400 points

• Answer This is a form of lead generation in
  which the sales representative approaches
  potential buyers without any prior knowledge of
  the prospects needs or financial status.
• Question What is cold calling?

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Open Challenge!!!
Determine how much of your total you want to
wager, then click below.
Go to the Open Challenge Question!
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Basic Terms - Open Challenge

• Answer The following items are indicative of
  this approach to selling.
• The focus is on the customers bottom line, not
  just closing the sale.
• Time is spent building a problem-solving
  environment with the customer.
• The focus is on long-run relationship
  enhancement.
• Question What is relationship selling?

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10
Consumer Sales Promotion - 100 points

• Answer This form of consumer sales promotion is
  a certificate that entitles the consumer to an
  immediate price reduction when he/she buys the
  product.
• Question What is a coupon?

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11
Consumer Sales Promotion - 200 points

• Answer This form of consumer sales promotion is
  a cash refund given for the purchase of a product
  during a specified period.
• Question What is a rebate?

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12
Consumer Sales Promotion - 300 points

• Answer This form of consumer sales promotion is
  an extra item offered to the consumer, usually in
  exchange for some proof of purchase of the
  promoted product.
• Question What is a premium?

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13
Consumer Sales Promotion - 400 points

• Answer This form of consumer sales promotion is
  a promotional display set up at the retailers
  location to build traffic, advertise the product,
  or induce impulse buying.
• Question What is a point-of-purchase display?

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14
Consumer Sales Promotion - 500 points

• Answer This is a promotional program designed to
  build long-term, mutually beneficial
  relationships between a company and its key
  customers. Frequent flyer programs are an
  example of this.
• Question What is a loyalty marketing program?
  (or frequent buyer program)

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Which and When - 100 points (answers/questions
about which sales promotion technique is
appropriate and when it should be used)

• Answer The appropriate technique when the goal
  is to attract price buyers (people who the least
  expensive brand).
• Question What are coupons?

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16
Which and When - 200 points (answers/questions
about which sales promotion technique is
appropriate and when it should be used)

• Answer This consumer sales promotion technique
  would be appropriate when the goal is to attract
  customers who are currently brand loyal to a
  competitor (i.e., the goal is to break their
  loyalty.)
• Question What are (accept any one of the
  following)
• sampling?
• sweepstakes/contests?
• premiums?

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Which and When - 300 points (answers/questions
about which sales promotion technique is
appropriate and when it should be used)

• Answer The appropriate technique when the goal
  is to attract brand switchers (people who switch
  among brands).
• Question What are coupons?

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Which and When - 400 points (answers/questions
about which sales promotion technique is
appropriate and when it should be used)

• Answer This consumer sales promotion technique
  would be appropriate when the goal is to retain
  existing brand loyal customers and increase their
  consumption.
• Question What are (accept any one of the
  following)
• loyalty marketing programs (frequent buyer
  clubs)?
• bonus packs?
• premiums for multiple purchases?

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Which and When - 500 points (answers/questions
about which sales promotion technique is
appropriate and when it should be used)

• Answer This consumer sales promotion technique
  would be appropriate when the goal is to spark
  interest in a product that might otherwise be
  unnoticed by your competitors customers.
• Question What are (accept any one of the
  following)
• sweepstakes/contests?
• premiums?

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20
Relationship Selling - 100 points

• Answer It is a multistage process that
  emphasizes personalization and empathy as key
  ingredients in developing prospects into
  long-term, satisfied customers.
• Question What is relationship selling? (or
  consultative selling)

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Relationship Selling - 200 points

• Answer The type of goods for which relationship
  selling is more typical.
• Question What are industrial-type goods?

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Relationship Selling - 300 points

• Answer Of the following, it is the desired end
  result for the seller in the relationship selling
  process.
• Providing the buyer with the lowest price
• Creating loyal customers
• Maximizing revenue from a single sale
• Question What is creating loyal customers?

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Relationship Selling - 400 points

• Answer This is another name for relationship
  selling.
• Question What is consultative selling?

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Relationship Selling - 500 points

• Answer Of the following, it is the one that is
  NOT a characteristic of relationship selling.
• A team approach to handling the account.
• Sales planning is a top priority
• Sales follow-up is short-term, focusing on
  product delivery
• Question What is sales follow-up is
  short- term, focusing on product delivery?

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It Starts with a P - 100 points (each
question starts with the letter P)

• Answer An example of this form of consumer sales
  promotion is McDonalds including a Teenie Beanie
  Baby in every Happy meal.
• Question What is a premium?

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It Starts with a P - 200 points (each
question starts with the letter P)

• Answer Examples of this include signs attached
  to store shelves, shelf extenders, and
  end-of-aisle displays.
• Question What is point-of-purchase promotion?

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It Starts with a P - 300 points (each
question starts with the letter P)

• Answer One of the steps of the personal selling
  process, it is also known as lead generation.
• Question What is prospecting?

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It Starts with a P - 400 points (each
question starts with the letter P)

• Answer A step in the selling process, this term
  describes the homework that a sales
  representative must do before he/she contacts a
  prospect.
• Question What is preapproach?

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29
It Starts with a P - 500 points (each
question starts with the letter P)

• Answer An example of this form of trade sales
  promotion is LinoColors Picture Perfect Rewards
  program, in which retailers receive redeemable
  points for every LinoColor scanner they sell.
• Question What is push money?

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Select another chapter
Who Wants to Be a Marketer? Round 2
Chapter 16 Sales Promotion and Personal Selling
Go to Final Challenge!
To the Trade
Of the following...
One Step at a Time
Sales Management
Potpourri
100 200 300 400 500
100 200 300 400 500
100 200 300 400 500
100 200 300 400 500
100 200 300 400 500
Click on a point value to select an
answer/question
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Whoops! Youve clicked on an area other than a
point value or button. Please click below to
return to the main answer board.
Click to Return to the Answer Board
32
To the Trade - 100 points

• Answer Push money is this type of sales
  promotion.
• Question What is trade sales promotion?

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33
To the Trade - 200 points

• Answer Of the following, it is the promotional
  strategy with which trade sales promotions are
  most closely associated.
• Push strategy
• Pull strategy
• Question What is a push strategy?

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34
To the Trade - 300 points

• Answer This form of trade sales promotion is a
  price reduction offered by a manufacturer to an
  intermediary, in exchange for a specific
  sales/promotional activity by the intermediary.
• Question What is a trade allowance?

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35
To the Trade - 400 points

• Answer This form of trade sales promotion is
  popular with food manufacturers, who send
  representatives see how their product can be
  prepared. It is also popular with cosmetics
  companies, who perform in-store makeovers and
  facials for customers.
• Question What are store demonstrations?

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To the Trade - 500 points

• Answer Of the following, it is what trade sales
  promotion seeks to directly alter among marketing
  intermediaries.
• Attitudes
• Behavior
• Beliefs
• Question What is behavior?

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Of the following... - 100 points

• Answer Of the following types of products,
  which is more likely to emphasize personal
  selling over advertising?
• Insurance policies
• T-shirts
• Soft drinks
• Question What are insurance policies?

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Of the following... - 200 points

• Answer Of the following, it is the one that
  places a greater emphasis on generating leads.
• Traditional selling
• Relationship selling
• Question What is traditional selling?

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39
Of the following... - 300 points

• Answer Of the following, it is the one that
  places a greater emphasis on qualifying leads.
• Traditional selling
• Relationship selling
• Question What is relationship selling?

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40
Of the following... - 400 points

• Answer Of the following, it is the one that
  allows consumers to try a product risk-free.
• Coupon
• Sample
• Question What is a sample?

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41
Of the following... - 500 points

• Answer Of the following the one that draws more
  entrants
• Sweepstakes
• Contents
• Question What are sweepstakes?

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42
One Step at a Time - 100 points (answer/questions
about steps in the personal selling process)

• Answer It is the first step of the selling
  process.
• Question What is generating leads? (or
  prospecting)

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43
One Step at a Time - 200 points (answer/questions
about steps in the personal selling process)

• Answer The second step of the selling process,
  it involves a determination of the prospects
  authority to buy and ability to pay for the good
  or service.
• Question What is lead qualification?
  (qualifying)

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44
One Step at a Time - 300 points (answer/questions
about steps in the personal selling process)

• Answer It is the final step of the selling
  process.
• Question What is follow-up?

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45
One Step at a Time - 400 points (answer/questions
about steps in the personal selling process)

• Answer It is the stage during which a
  salesperson will use the FEEL, FELT, FOUND
  method.
• Question What is handling objections?

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46
One Step at a Time - 500 points (answer/questions
about steps in the personal selling process)

• Answer The goal of the salesperson during the
  approach is to conduct one of these. It involves
  a determination of the customers specific needs
  and wants, as well as the range of options the
  customer has for satisfying these needs and
  wants.
• Question What is a needs assessment?

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Sales Management - 100 points

• Answer This method of compensation involves
  paying the sales representative a percentage of
  sales.
• Question What is a straight commission?

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Sales Management - 200 points

• Answer This one-word term is a statement of an
  individual sales representatives sales
  objectives and is usually based on sales volume
  alone (ex You are expected to sell 200,000 of
  product by the end of the quarter.)
• Question What is a quota?

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Sales Management - 300 points

• Answer When the sales representative receives
  the same level of compensation, regardless of
  sales productivity.
• Question What is a straight salary?

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50
Sales Management - 400 points

• Answer Of the following, it is NOT one of the
  seven key leadership traits of effective leaders.
• Assertiveness
• Good talker
• Empathetic
• Takes risks
• Question What is good talker?

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Sales Management - 500 points

• Answer The compensation system that would
  likely produce the most aggressive sales force.
• Question What is a straight commission?

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52
Potpourri - 100 points

• Answer This step of the selling process
  involves a face-to-face explanation of the sales
  proposal to a prospective buyer.
• Question What is a sales presentation?

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53
Potpourri - 200 points

• Answer This term describes sales promotion
  activities targeted to a channel member, such as
  a wholesaler or retailer.
• Question What is trade sales promotion?

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54
Open Challenge!!!
Determine how much of your total you want to
wager, then click below.
Go to the Open Challenge Question!
55
Potpourri - Open Challenge

• Answer Used in the context of personal selling,
  this term refers to a recommendation to a sales
  person from a customer or associate.
• Question What is a referral?

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56
Potpourri - 400 points

• Answer This term describes the process of
  finding out about potential clients from friends,
  coworkers, acquaintances, and fellow members in
  professional and civic organizations.
• Question What is networking?

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Potpourri - 500 points

• Answer This is the percentage of the 250
  billion coupons distributed in the US each year
  that are actually redeemed by consumers (/- 2)
• Question What is 1.4? (accept any answer
  under 4)

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And now, its time for
Final Challenge!!!

• Directions
• Get two pieces of paper.
• On one piece, write your teams wager.
• Use the other piece of paper to write the
• question for the final challenge answer.

Click here for the Final Challenge Answer
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Final Challenge!

• Answer Besides determining of the customer has
  a recognized need, they are the remaining two
  things a sales representative must determine
  during the lead qualification step.
• Question What is a) determine buying power
  and b) receptivity/accessibility?

Thanks for playing Who Wants to be a Marketer!