Ch. 16 Part 2

A good ________________ plan both motivates salespeople and directs their activities. A. motivating salespeople B. compensating salespeople C. recruiting and selecting salespeople D. supervising salespeople

B

________________ are salespeople who travel to call on customers in the field. A. inside sales force B. team selling C. territorial sales force structure D. outside sales force (field sales force)

D

A ________________ calls for consumers to submit an entry to be judged. A. game B. contest C. coupon D. price pack

A

Careful selection and training increases sales performance. A. recruiting and selecting salespeople B. training salespeople C. compensating salespeople D. supervising salespeople

A

Defines salesperson's job. A. territorial sales force structure B. product sales force structure C. customer sales force structure D. sales force size

A

Each salesperson is assigned an exclusive geographic area and sells the company's full line of products and services to all customers in that territory. A. territorial sales force structure B. product sales force structure C. customer sales force structure D. sales force size

A

Improves customer relationships A. customer sales force structure B. outside sales force (field sales force) C. team selling D. product sales force structure

A

Improves relationship building and selling effectiveness A. territorial sales force structure B. product sales force structure C. customer sales force structure D. sales force size

A

In motivating salespeople, ________________ are standards stating the amount salespeople should sell and how sales should be divided among the company's products. A. sales quotas B. profit quotas C. marketing quotas D. promotion quotas

A

It takes more than fast talk and a warm smile to sell expensive airplanes. Boeing's real challenge is to win business by building partnerships—day in, day out, year in, year out—with its customers. A. personal selling B. sales promotion C. PR D. advertising

A

Sales management's challenge is to transform salespeople from customer advocates for price cuts into company advocates for value. A. personal selling B. sales promotion C. PR D. advertising

A

Sales morale and performance can be increased through: > Organizational climate > Sales quotas > Positive incentives A. motivating salespeople B. recruiting and selecting salespeople C. compensating salespeople D. evaluating salespeople and sales force performance

A

The purpose is to help salespeople close a specific sale with a customer. A. transaction orientation B. relationship orientation C. value selling D. prospect selling

A

________________ (or cash refunds) are like coupons except that the price reduction occurs after the purchase rather than at the retail outlet. A. rebates B. price packs C. premiums D. advertising specialties

A

________________ are an effective link between the company and its customers to produce customer value and company profit by: > Representing the company to customers > Representing customers to the company > Working closely with marketing A. salespeople B. district managers C. account executives D. sales consultants

A

________________ are goods offered either for free or at a low price. A. premiums B. advertising specialties C. point-of-purchase promotions D. contests

A

________________ are offers of a trial amount of a product. A. samples B. coupons C. rebates D. price packs

A

________________ are salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers. A. inside sales force B. territorial sales force structure C. customer sales force structure D. outside sales force (field sales force)

A

________________ as a career: > People love the lifestyle > There is a lot of flexibility > There is a lot of variety in the job > Can be very lucrative > Very visible to management and good for promotions A. personal selling B. sales promotion C. PR D. advertising

A

________________ identifies qualified potential customers through referrals from: > Customers > Suppliers > Dealers > Internet A. prospecting B. qualifying C. preapproach D. approach

A

________________ include a wide range of tools: > Samples > Coupons > Rebates > Price packs > Premiums > Advertising specialties > Point-of-purchase (POP) promotions > Contests, sweepstakes, and games > contest > sweepstakes > game A. consumer promotions B. event marketing (or event sponsorship) C. trade promotions D. business promotions

A

________________ include displays and demonstrations that take place at the point of sale. A. point-of-purchase (POP) promotions B. contests C. sweepstakes D. games

A

________________ is the interpersonal part of the promotion mix and can include: > Face-to-face communication > Telephone communication > Video or web conferencing A. personal selling B. sales promotion C. PR D. advertising

A

________________ is the process where salespeople should recognize signals from the buyer—including physical actions, comments, and questions—to ask for a order and finalize the sale. A. closing B. follow-up C. prospecting D. qualifying

A

________________ is the process where the salesperson meets and greets the buyer and gets the relationship off to a good start and involves the salesperson's: > Appearance > Opening lines > Follow-up remarks A. approach B. presentation C. handling objections D. closing

A

________________ is transaction-oriented to close a specific sale with a specific customer. A. personal selling B. sales promotion C. PR D. advertising

A

________________ link the company with its customers. To many customers, the ________________ is the company. A. salespeople B. district managers C. account executives D. sales consultants

A

________________ offer a trial amount of a product. A. samples B. coupons C. rebates D. price packs

A

________________ require consumers to submit their names for a drawing. A. sweepstakes B. games C. event marketing or event sponsorship D. samples

A

________________ urge short-term customer buying or to enhance customer brand involvement. A. consumer promotions B. trade promotions C. business promotions D. sales force

A

________________: > Fixed amounts > Variable amounts > Expenses > Fringe benefits A. compensating salespeople B. supervising salespeople C. motivating salespeople D. evaluating salespeople and sales force performance

A

________________: Contests for salespeople or dealers to motivate them to increase their sales performance over a given period. A. sales contests B. sales sweepstakes C. sales games D. sales force

A

A ________________ calls for consumers to submit their names for a drawing. A. game B. sweepstakes C. sample D. coupon

B

Consumer samples can be a powerful tool. 7-Eleven's Free Slurpee Day celebration pulls new customers into the stores but also rewards loyal customers and encourages them to "maybe try something they haven't." A. personal selling B. sales promotion C. PR D. advertising

B

Digital technologies can make salespeople more productive and effective. A. personal selling B. social selling C. private selling D. public selling

B

Fixes accountability A. customer sales force structure B. territorial sales force structure C. outside sales force (field sales force) D. team selling

B

Lowers sales expenses A. customer sales force structure B. territorial sales force structure C. outside sales force (field sales force) D. team selling

B

Machine tool manufacturer Makino engages customers through extensive digital content and social media, which complement sales force efforts to engage customers and build product-customer relationships. A. personal selling B. social selling C. private selling D. public selling

B

Managing the sales force: ________________ > Sales reports > Call reports > Expense reports A. recruiting and selecting salespeople B. evaluating salespeople and sales force performance C. training salespeople D. compensating salespeople

B

Poor ________________ increases recruiting and training costs, leads to lost sales, and disrupts customer relationships. A. compensating salespeople B. recruiting and selecting salespeople C. motivating salespeople D. training salespeople

B

Salespeople are one of the company's most productive and expensive assets. A. outside sales force (field sales force) B. sales force size C. inside sales force D. team selling

B

Setting ________________ objectives includes using: > Consumer ________________ > Trade ________________ > Business ________________ > Sales force ________________ A. personal selling B. sales promotion C. PR D. advertising

B

Several factors have contributed to the rapid growth of ________________: Advertising efficiency has declined. A. personal selling B. sales promotion C. PR D. advertising

B

Several factors have contributed to the rapid growth of ________________: Consumers have become more deal oriented. A. personal selling B. sales promotion C. PR D. advertising

B

Several factors have contributed to the rapid growth of ________________: Product managers face greater pressures to increase their current sales. A. personal selling B. sales promotion C. PR D. advertising

B

Several factors have contributed to the rapid growth of ________________: The company faces more competition, and competing brands are less differentiated. A. personal selling B. sales promotion C. PR D. advertising

B

The growing use of sales promotion has resulted in ________________. Consumers are increasingly tuning out promotions, weakening their ability to trigger immediate purchase. A. promotion ataxia B. promotion clutter C. promotion disorder D. promotion array

B

The purpose is to serve the customer over the long haul in a mutually profitable relationship. A. transaction orientation B. relationship orientation C. value selling D. prospect selling

B

When developing the ________________ program, marketers must decide: > Size of the incentive > Conditions for participation > Promotion and distribution > Length of the promotion > Evaluation A. personal selling B. sales promotion C. PR D. advertising

B

When the salesperson tells the product story to the buyer, presenting customer benefits, and showing how the product solves the customer's problems. A. closing B. presentation C. prospecting D. preapproach

B

________________ (also called cents-off deals) offer consumers savings off the regular price of a product. A. advertising specialties B. price packs C. contests D. games

B

________________ allows companies to create their own brand marketing events or serve as sole or participating sponsors of events created by others. A. consumer promotions B. event marketing (or event sponsorship) C. trade promotions D. business promotions

B

________________ are certificates that give buyers a saving when they purchase specified products. A. price packs B. coupons C. advertising specialties D. contests

B

________________ are useful articles imprinted with the advertiser's name, logo, or message that are given as gifts to consumers. A. contests B. advertising specialties C. games D. event marketing or event sponsorship

B

________________ consists of short-term incentives to encourage the purchase or sale of a product or service now. A. personal selling B. sales promotion C. PR D. advertising

B

________________ get retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space. A. consumer promotions B. trade promotions C. business promotions D. sales force

B

________________ involves identifying good customers and screening out poor ones by looking at: > Financial ability > Volume of business > Needs > Location > Growth potential A. approach B. qualifying C. handling objections D. follow-up

B

________________ involves using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts. A. territorial sales force structure B. team selling C. product sales force structure D. customer sales force structure

B

________________ is the last step in which the salesperson follows up after the sale to ensure customer satisfaction and repeat business. A. qualifying B. follow-up C. approach D. handling objections

B

________________ is the most effective—but most expensive—way to introduce a new product or to create new excitement for an existing one. A. rebates B. samples C. premiums D. sweepstakes

B

________________ is the use of online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance. A. personal selling B. social selling C. private selling D. public selling

B

________________ objectives vary widely: > Consumer promotions > Trade promotions > Business promotions > Sales force A. personal selling B. sales promotion C. PR D. advertising

B

________________ present consumers with something that may or may not help them win a prize. A. samples B. games C. rebates D. premiums

B

________________ refers to the short-term incentives to encourage purchases or sales of a product or service now. A. personal selling B. sales promotion C. PR D. advertising

B

________________ tools are targeted toward final buyers, retailers and wholesalers, business customers, and members of the sales force. A. personal selling B. sales promotion C. PR D. advertising

B

A ________________ presents consumers with something every time they buy. A. coupon B. price pack C. game D. advertising specialty

C

Demonstrating and delivering superior customer value and capturing a return on that value which is fair to both the customer and the company. A. transaction orientation B. relationship orientation C. value selling D. prospect selling

C

Each salesperson sells along product lines. A. customer sales force structure B. sales force size C. product sales force structure D. outside sales force (field sales force)

C

Goals of ________________: Customer knowledge A. compensating salespeople B. supervising salespeople C. training salespeople D. motivating salespeople

C

Great salespeople know how to sell, but more important, they know how to listen and build strong customer relationships. A. handling objections B. closing C. presentation D. follow-up

C

Improves product knowledge A. customer sales force structure B. sales force size C. product sales force structure D. outside sales force (field sales force)

C

Manufacturers use several ________________ tools: > straight discount > allowance > Free goods > Push money > Free specialty advertising items > Dealer loaders A. consumer promotions B. event marketing (or event sponsorship) C. trade promotions D. business promotions

C

The goal of ________________ is to help salespeople work smart by doing the right things in the right ways. A. motivating salespeople B. evaluating salespeople and sales force performance C. supervising salespeople D. recruiting and selecting salespeople

C

Today, in the average consumer packaged-goods company, sales promotion accounts for _______% of all marketing expenditures. A. 20 B. 40 C. 60 D. 80

C

Workload approach to ________________ refers to grouping accounts into different classes to determine the number of salespeople needed. A. inside sales force B. territorial sales force structure C. sales force size D. customer sales force structure

C

________________ are certificates that give buyers a savings when they purchase specified products. A. rebates B. price packs C. coupons D. premiums

C

________________ are goods offered either free or at low cost as an incentive to buy a product. A. advertising specialties B. point-of-purchase (POP) promotions C. premiums D. contests

C

________________ are similar to coupons except that the price reduction occurs after the purchase. A. price packs B. premiums C. rebates D. advertising specialties

C

________________ are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople. A. consumer promotions B. trade promotions C. business promotions D. sales force

C

________________ include displays and demonstrations that take place at the point of sale. A. contests B. sweepstakes C. point-of-purchase promotions D. games

C

________________ is creating a brand-marketing event or serving as a sole or participating sponsor of events created by others. A. samples B. coupons C. event marketing or event sponsorship D. rebates

C

________________ is the process of learning as much as possible about a prospect, including needs, who is involved in the buying, and the characteristics and styles of the buyers. A. approach B. presentation C. preapproach D. handling objections

C

________________ persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers. A. consumer promotions B. event marketing (or event sponsorship) C. trade promotions D. business promotions

C

Approaches of ________________: > Personal visit > Phone call > Letter/email A. presentation B. closing C. prospecting D. preapproach

D

Can lead to territorial conflicts A. sales force size B. inside sales force C. territorial sales force structure D. product sales force structure

D

Conventions and trade shows: Firms selling to the industry show their products at trade shows. A. consumer promotions B. event marketing (or event sponsorship) C. trade promotions D. business promotions

D

Each salesperson sells along customer or industry lines. A. sales force size B. outside sales force (field sales force) C. inside sales force D. customer sales force structure

D

Goals of ________________: Knowledge of products, company, competitors A. supervising salespeople B. evaluating salespeople and sales force performance C. compensating salespeople D. training salespeople

D

Goals of ________________: Selling process A. supervising salespeople B. evaluating salespeople and sales force performance C. compensating salespeople D. training salespeople

D

Most major consumer goods companies are issuing fewer ________________ and targeting them more carefully. A. price packs B. advertising specialties C. contests D. coupons

D

Objectives of ________________: > Qualify the prospect > Gather information > Make an immediate sale A. presentation B. closing C. prospecting D. preapproach

D

Sales force automation systems are computerized, digitized sales force operations that let salespeople work more effectively anytime, anywhere. A. evaluating salespeople and sales force performance B. recruiting and selecting salespeople C. training salespeople D. supervising salespeople

D

To help salespeople work more efficiently and effectively anytime, anywhere, companies routinely equip their salespeople with laptops or tablets, smartphones, wireless connections, videoconferencing technologies, and customer relationship management software. A. evaluating salespeople and sales force performance B. recruiting and selecting salespeople C. training salespeople D. supervising salespeople

D

Vendors receive many benefits: > Opportunities to find new sales leads > Contact customers > Introduce new products > Meet new customers > Sell more to present customers > Educate customers with publications and audiovisual materials > Reach many prospects not reached through their sales forces A. consumer promotions B. event marketing (or event sponsorship) C. trade promotions D. business promotions

D

________________ are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople. A. consumer promotions B. event marketing (or event sponsorship) C. trade promotions D. business promotions

D

________________ are used to get more sales force support for current or new products or get salespeople to sign up new accounts. A. consumer promotions B. trade promotions C. business promotions D. sales force

D

________________ is the process where salespeople resolve problems that are logical, psychological, or unspoken. A. follow-up B. qualifying C. approach D. handling objections

D

________________ offer consumers savings off the regular price of a product. A. advertising specialties B. contests C. games D. price packs

D

________________ require an entry by a consumer. A. games B. samples C. rebates D. contests

D

________________, also called promotional products, are useful articles imprinted with an advertiser's name, logo, or message that are given as gifts to consumers. A. sweepstakes B. samples C. coupons D. advertising specialties

D