Chapter 16, Personal Selling and Sales Promotion Video Solutions, Principles of Marketing

Problem 1

Define personal selling and discuss its role in a company's promotion mix.

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Problem 2

Name and describe the four sales compensation elements. What are the various compensation combinations, and how can they be used to achieve the company's marketing objectives?

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04:54

Problem 3

To what extent have online and social media resources replaced salespersons?

Tommy Nguyen

Numerade Educator

03:23

Problem 4

What do you understand by the term relationship marketing?

Akash M

Numerade Educator

01:44

Problem 5

What activities can be used in customer relationship building?

Ameer Said

Numerade Educator

There are considerable free sales training resources available on the internet. Search "free sales training" to find some of these resources and access one of them. Create a presentation highlighting what you learned.

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Problem 7

You are the district manager for Pureaction Beverage Group, a beer and wine distributor. The company has experienced rapid growth and needs to add additional salespeople to its team. Using the sales force management steps in Figure 16.1, discuss what needs to be
done to effectively manage your sales force. Support your position.

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Problem 8

In a small group, design a sales promotion campaign using online, social media, and mobile marketing for a small business or organization in your community. Develop a presentation to pitch your campaign to the business or organization and incorporate what you've learned about the selling process.

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02:16

Problem 9

Research other types of apps that rely on smartphone cameras to redeem a sales promotion offer. Explain how they work and how they are similar to and different from SnipSnap.

Kaylee Mcclellan

Numerade Educator

Problem 10

The profitable growth potential for SnipSnap is in the enterprise market where it provides mobile promotion services to retailers. SnipSnap is working with retailers to create and manage geo-conquesting campaigns. Research what this is and create a presentation explaining how it works.

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Problem 11

A company's sales force creates and communicates customer value by personally engaging customers and building customer relationships. With its Market Basket approach, was Staples focusing on building customer value and relationships? Explain.

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Problem 12

Read Staples's code of ethics at www.staples.com/ sbd/cre/marketing/staples_soul/documents/staplescode-of-ethics_english.pdf. Is the situation outlined above consistent with Staples's ethics policies? is "walking the customer" a violation of the ethics code? Provide specific examples.

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02:06

Problem 13

Refer to Appendix 2 to answer this question. Determine the number of salespeople Wheels needs if it has 1,000 bicycle shop accounts that need to be called on four times per year. Each sales call lasts approximately 2.5 hours, and each sales rep has approximately 1,250 hours per year to devote to customers.

Melissa Stefan

Numerade Educator

02:30

Problem 14

At what level of sales would it be more cost efficient for Wheels to use to sales agents compared with its own sales force? To determine this, consider the fixed and variable costs for each alternative. What are the pros and cons of using a company's own sales force over independent sales agents?

Ameer Said

Numerade Educator