1) Identify the elements of the personal selling process.

Must a salesperson include all these

elements when selling a product to a customer? Why or why not? *(2014 August/September
Examination, 2017 September Examination & 2019 January Examination).
a. 1. The first step in the selling process is prospecting & quantifying, in which a
salesperson or company identifies qualified potential customers.
b. 2. Before calling on a prospect, the salesperson should learn as much as
possible about the organization (what it needs, who is involved in the
buying) and its buyers
(their characteristics and buying styles). This step is known as pre approach.
c. 3. The sales step in which a salesperson meets the customer for the first time is
known
as approach. During the approach step, the salesperson should know how to meet and
greet the buyer and get the relationship off to a good start.
d. 4. During the presentation and demonstration step of the selling process, the
salesperson tells the "value story" to the buyer, showing how the company's offer
solves the customer's problems.
e. 5. The sales step in which a salesperson seeks out, clarifies, and overcomes any
customer objections to buying is known as handling objections.
f. 6. After handling the prospect's objections, the salesperson next tries to close
the sale. This step is known as closing, in which a salesperson asks the
customer for an order,

g. 7. The last step in the selling process follow-up is necessary if the salesperson
wants
to ensure customer satisfaction and repeat business. In this step, a salesperson follows
up after the sale to ensure customer satisfaction and repeat business.
h. Yes, the selling process consists steps that the salesperson must master,
focusing on
the goals of getting new customers and obtaining orders from them.
i. No, certain steps may be omitted based on the types of the
product and the relationship between the customers and the sales
person.
2) Name and describe the types of consumer promotions. *(2015 January Examination,
2015 August/September Examination & 2019 January Examination)
Consumer promotions include a wide range of tools-from samples, coupons, refunds,
premiums, and point-of-purchase displays to contests, sweepstakes, and event
sponsorships.
 Samples are offers of a trial amount of a product.
 Coupons are certificates that give buyers a saving when they purchase
specified
products.
 Cash refunds (or rebates) are like coupons except that the price reduction occurs
after
the purchase rather than at the retail outlet. The consumer sends a "proof of
purchase" to the manufacturer, who then refunds part of the purchase price by mail.
 Price packs (also called cents-off deals) offer consumers savings off the regular
price
of a product. The producer marks the reduced prices directly on the label or
package. Price packs can be single packages sold at a reduced price (such as two for
the price of one), or two related products banded together (such as a toothbrush and
toothpaste).
 Premiums are goods offered either free or at low cost as an incentive to buy a
product.
A premium may come inside the package (in-pack), outside the package (on-pack),
or through the mail.
 Advertising specialties, also called promotional products, are useful articles
imprinted
with an advertiser's name, logo, or message that are given as gifts to consumers.
Typical items include T-shirts and other apparel, pens, coffee mugs, calendars, key
rings, mouse pads, matches, tote bags, coolers, golf balls, and caps.
 Point-of-purchase (POP) promotions include displays and demonstrations that
take
place at the point of sale.
 Contests, sweepstakes, and games give consumers the chance to win something,
such as cash, trips, or goods, by luck or through extra effort. A contest calls for
consumers
to submit an entry to be judged by a panel that will select the best entries. A
sweepstakes calls for consumers to submit their names for a drawing. A game
presents consumers with something every time they buy, which may or may not
help them win a prize.
 Finally, marketers can promote their brands through event marketing (or event
sponsorships). They can create their own brand marketing events or serve as sole or
participating sponsors of events created by others. The events might include
anything from mobile brand tours to festivals, reunions, marathons, concerts, or
other sponsored gatherings.
 3） How can marketers use social media and mobile marketing to engage customers?
What challenges do marketers face?

Most marketers are now riding the huge social media wave but managing a brand's social
media efforts can be a major undertaking. Almost all businesses large and small use at least
one social media channel. Large brands usually have a huge social media presence.
Marketers can engage in social media in two ways: They can use existing social media or
they can set up their own. Using existing social media seems the easiest. Thus, most
brands-large and small-have set up shop on a host of social media sites. Social media
marketing challenges include how to use social media effectively, measuring results, and
navigating social networks that are largely user controlled

Mobile marketing features marketing messages, promotions, and other marketing content
delivered to on-the-go consumers through their mobile devices. Marketers use mobile
marketing to engage customers anywhere, anytime during the buying and relationship-
building processes. The widespread adoption of mobile devices and the surge in mobile
web traffic have made mobile marketing a must for most brands. Companies use mobile
marketing to stimulate immediate buying, make shopping easier, enrich the brand
experience, or all of these. It lets marketers provide consumers with information,
incentives, and choices at the moment they are expressing an interest or when they are
most likely to make a buying choice. As with other forms of direct marketing, however,
companies must use mobile marketing responsibly or risk angering already ad-weary
consumers. Most people don't want to be interrupted regularly by advertising, so marketers
must be smart about how they engage people on mobile devices. The key is to provide
genuinely useful information and offers that will make consumers want to engage.