CH 16- FINAL

who performs marketing functions

mainly middlemen and wholesalers -manufacturers ONLY use them when it makes financial sense, they can perform functions better than manufacturers can

sales promotion

-a lot of money spent here -used for short term sales increases -can be bad if overused (BOGO)

marketing functions

-buying, selling -transportation, storage -breaking bulk, building assortment -finance, risk-bearing -information, promotion

3 happy ends to starting in sales

-get top marketing job -prepare for own business -stay in sales

personal selling is important for what

-industrial products -costly products -unsought products

retailer vs. wholesaler

-market (who your customers are, W: business, r: consumers) -mark up (w: 11%, r: 27%) -ownership

basic types of wholesaler

-mechant (buy merchandise from others) -agents (specialize in buying and selling) -manufacturer (4% of location, 28% of sales)

generalizations about selling

-most expensive form of promotion on a per contact basis -most flexible, most targeted form of promotion

why can middlemen often perform functions more efficiently

-number of transactions -economies of scale -specializations

7 stages if selling process

-prospecting (finding new client -preparation (doing homework) -approach (first contact) -presentation (basic sales message, heart of selling process) -questions/objections -closing (close sale) -follow-up (must follow-up esp in long term relationships

specific tasks of sales management

-recruiting for team -training team members -compensating -organizing customers for sales reps

what customers value in salespeople

-represent them -creative --professional -like them (similarity, affinity)

determinants of channel length

-type of product -global vs. domestic -cost of product -bulkiness, size -perishability

What are the four elements of a compensation plan for​ salespeople? A. A fixed​ amount, a variable​ amount, expenses, and fringe benefits B. A fixed​ amount, a variable​ amount, expenses, and salary C. A fixed​ amount, a variable​ amount, expenses, and commission D. A fixed​ amount, a variable​ amount, stock​ ownership, and fringe benefits E. A fixed​ amount, a variable​ amount, salary, and commission

A. A fixed​ amount, a variable​ amount, expenses, and fringe benefits

Which of the following is not a step in an effective sales management​ process? A. Prospecting B. Selecting C. Training D. Supervising E. Compensating

A. Prospecting

In complex selling​ situations, personal selling can be very effective because it is​ __________. A. interpersonal B. designed to reach large groups of consumers C. a generic approach D. impersonal E. only used for face to face customer interactions

A. interpersonal

Delta Faucet partnered with Warrior​ Dash, which sponsored several 5k mud run races around the country over the summer. At each​ event, Delta built a huge custom shower​ station, complete with 184 Delta​ showerheads, where​ mud-soaked competitors could meet and wash off after the race. This is an example of which type of​ promotion? A. Samples B. Event marketing C. Trade show D. ​Contests, sweepstakes, and games E. ​Point-of-purchase promotions

B. Event marketing

Which of the following is an objective for business​ promotions? A. Getting more support for the sales force B. Generating business leads C. Urging​ short-term customer buying D. Getting retailers to buy ahead E. Getting more shelf space from retailers

B. Generating business leads

What​ action(s) can a company take in order to bring marketing and sales functions​ together? A. Appoint marketing executives to analyze marketing and sales functions. B. Let brand managers tag along on sales calls. C. Create clear lines of distinction between marketing and sales functions. D. Develop separate reward systems for sales and marketing people. E. Develop different objectives for sales and marketing people.

B. Let brand managers tag along on sales calls.

Which of the following statements about personal selling is​ correct? A. The role of personal selling is very consistent from company to company. B. Many customers are unable to distinguish the salesperson from the company. C. Personal selling is the nonpersonal arm of the promotional mix. D. Personal selling is a fairly new profession. E. Salespeople represent the company to​ customers, but they do not represent customers to the company.

B. Many customers are unable to distinguish the salesperson from the company.

Which of the following statements does not reflect the role of salespersons within a​ company? A. Salespeople relay customer concerns about company products and actions back inside to those who can handle them. B. The concept of​ salesperson-owned loyalty describes the loyalty that salespersons have toward the company. C. Salespeople represent customers to the company. D. Salespeople act as​ "champions" of​ customers' interests and managing the buyerdashseller relationship. E. Salespeople learn about customer needs and work with other marketing and nonmarketing people in the company to develop greater customer value.

B. The concept of​ salesperson-owned loyalty describes the loyalty that salespersons have toward the company.

A sales contest is considered a part of​ __________. A. trade promotions B. business promotions C. event sponsorships D. event marketing E. ​point-of-purchase promotions

B. business promotions

Toro ran a preseason promotion on its snowblower models offering a rebate if the snowfall in the​ buyer's market area turned out to be below average. This is an example of​ __________. A. business promotion B. consumer promotion C. trade promotion D. sales contest E. event marketing

B. consumer promotion

Which of the following would NOT be a consideration for decision making in designing the full sales promotion​ program? A. The size of the promotion B. How to promote the promotion C. How to set it apart from other promotion mix elements D. Conditions for participation E. The length of the promotion

C. How to set it apart from other promotion mix elements

One study found that the best salespersons have four traits in​ common: intrinsic​ motivation, a disciplined work​ style, the ability to close a​ sale, and the ability to build relationships with customers. Knowing this would be most useful at which stage of sales force​ management? A. Training salespeople B. Compensating salespeople C. Recruiting and selecting salespeople D. Setting sales force size E. Evaluating salespeople

C. Recruiting and selecting salespeople

Which one of the following statements is not true regarding social​ selling? A. Social selling helps in nurturing customer relationships. B. Social selling has dramatically changed the customer buying process. C. Social selling has changed the fundamentals of selling. D. Social selling can produce big organizational benefits for sales forces. E. Social selling provides salespeople with powerful tools for identifying prospects.

C. Social selling has changed the fundamentals of selling.

The aim of​ transaction-oriented marketing is to help salespeople​ __________. A. develop team selling B. link the customers with the company C. close a specific sale D. develop​ long-term contacts with customers E. develop customer relationships

C. close a specific sale

The first step in the personal selling process is​ __________. A. demonstration B. presentation C. handling objections D. prospecting E. preapproach

D. prospecting

When the only goal of personal selling is to close a​ sale, a company is using​ a(n) __________ approach. A. relationship B. customer solution C. value selling D. ​transaction-oriented E. ​hard-sell

D. ​transaction-oriented

What is the first decision made in sales force​ management? A. Training salespeople B. Compensating salespeople C. Evaluating salespeople D. Recruiting and selecting salespeople E. Designing sales force strategy and structure

E. Designing sales force strategy and structure

​__________ identifies qualified potential customers and is the first step of the personal selling process. A. Closing B. ​Follow-up C. Preapproach D. Approach E. Prospecting

E. Prospecting

8 different types of channels

b2b (no mm, 1mm, 2mm, 3mm)- tend to be shorter consumer (no mm, 1mm, 2mm, 3mm)

business vs. consumer selling

business -selling to pros -long term relationships consumer -selling to amateurs -short term relationships

order geting vs order taking

get -aggressive -active selling take -passive selling -big influence on return customer in retail

mismatch between producers and consumers

producers make huge q of limited assortment consumers want tiny q of wide assortment

marketing function purpose

to make products available when, where, how consumers want them