Chapter 15

Question 1

whats the AIDA Model

Answer 1

attention
interest
desire
action

Question 2

what is the personal selling process

Answer 2

1. Generate list of viable customers
2. Preapproach / gather info about customer and prepare for presentation
3. Sales Presentations and Overcoming Objections / personal meeting and learn where customer is in the buying process
4. Closing the Sale/ asks for the order
5. Follow-Up/solidify long-term relationship by making sure customer is satisfied with purchase, sets the stage for next purchase.

Question 3

What are the sources of leads (6)

Answer 3

1. Cold Calling
2. Current Customers
3. Networking Events
4. The Internet
5. Trade Shows
6. Telemarketing

Question 4

what are the five service quality dimensions

Answer 4

1. reliability
2. responsiveness
3. assurance
4. empathy
5. tangibles

Question 5

Describe advertising and three objectives of advertising

Answer 5

paid form of communication delivered through a communication channel, designed to persuade consumers to take action.
Objectives: inform, persuade, or remind

Question 6

Summarize the regulatory and ethical issues of concern to advertisers

Answer 6

Advertising in Canada is regulated by several agencies, including the Competition Bureau (protecting against deceptive advertising), the Canadian Radio-television and Telecommunications Commission (CRTC) (regulating broadcast media), and Health Canada (overseeing food, drugs, cosmetics, and medical devices). Advertising Standards Canada enforces guidelines for advertising to children.

Messages with economic intent are regulated, but those without promotional intent are protected by the Charter of Rights and Freedoms. However, when noncommercial platforms are used for selling, or when sponsors are hidden (e.g., stealth marketing), it can be considered deceptive and subject to regulation.

Question 7

Explain how sales promotions supplement a firm’s IMC strategy

Answer 7

Sales promotions are incentives like coupons, rebates, contests, free samples, and POP displays designed to encourage purchases. They can either push sales through the channel (e.g., contests for retail salespeople) or pull sales through the channel (e.g., coupons and rebates). Sales promotions often work alongside other elements of a firm’s IMC strategy, such as price promotions and loyalty programs. In trade channels, sales promotions include discounts, co-op advertising, and sales force training.

Question 8

Describe personal selling and how it adds value for customers

Answer 8

Customers can buy many products and services without the help of a salesperson, but in many other cases, it is worth the extra cost built into the price of a product to be educated about the product or to get valuable advice. Salespeople can also simplify the buying process and therefore save the customer time and hassle.