MKTG 380: Chap 17 - Personal Selling & Sales Promotion

A sales rep's actual sales relative to sales potential is relevant to the sales manager in which of the following phases of the sales management process? ​A- controlling and evaluating sales force performance ​B- motivating salespeople ​C- training sales people ​D- managing sales territories ​E- compensating salespeople

A

A salesperson of a beer company determines that a retail store has only 10 cans of beer left in stock when it normally carries an inventory of 60. The salesperson informs the store manager of the inventory situation. Which of the following sales tasks is being performed by this salesperson? A- Order processing B- Creative selling C- Missionary selling D- Planning

A

Alpha Trendz, a clothing and apparel manufacturer, carefully studies information available on the Internet. It also checks computerized databases and trade show exhibits before launching its latest line of designer clothes. The company is in the _____ stage of the sales process. A- prospecting B- planning C- order processing D- missionary selling

A

Julia noticed that her favorite shampoo is being packaged in a slightly larger bottle for the same price as the standard size bottle. This is an example of a: A- bonus pack. B- sample. C- premium. D- de facto rebate.

A

Telemarketers who combine field selling with a strong customer orientation using both inbound and outbound communications are engaging in: A- inside selling. B- customer sampling. C- relationship marketing. D- over-the-counter selling.

A

The number of sales representatives who report to a first-level sales manager is referred to as: A- span of control. B- hierarchy. C- sphere of influence. D- locus of control.

A

When Chelsey meets with her customers, she typically promotes the features and benefits of Enterprise such as how Enterprise provides exceptional service and goes above and beyond to pick-up customers at their preferred location and give them their rental vehicle. In addition, most of Enterprise's fleet of vehicles are less than 2 years old and are well maintained to provide a comfortable driving experience. Chelsey tells her agent and body shop owner clients that by using Enterprise's services, their customers will have higher levels of customer satisfaction with their repair experience and that translates into loyalty for the insurance agent. During which step in the personal selling process will Chelsey share this information?​ ​A- presentation ​B- demonstration ​C- closing D- prospecting

A

When you choose a career in personal selling, you are promoting your company and the products or services it offers. How do you communicate the advantages of your goods and services over those of the competition? ​ ​A- Focus on the customer; follow through; know the industry and the competition; exceed customer expectations. ​B- Be vibrant and personable; focus on making a profit; direct major resources at advertising; be professional. ​C- Focus on efficiency; know the competition and the industry; be professional; follow through with customers. ​D- Follow through with customers; be professional; know the competition; direct major resources to advertising. ​E- Know the industry and the competition; focus on advertising; be vibrant and professional; exceed customer expectations.

A

You are conducting interviews for new sales representatives for your manufacturing firm. You are primarily looking for candidates that you think will be resources for your indirect customers, educating them, providing technical assistance, and demonstrating how a new product is used. You will be looking for personal sales personnel who are proficient in which kind of sales task? ​A- missionary selling ​B- order processing ​C- technical sales reps ​D- support personnel ​E- order getters

A

You have accepted a new job in personal sales that requires training in the use of technologies like predictive dialers, random-digit dialing, and autodialing. What is the new job that you have accepted? ​A- outbound telemarketer ​B- team selling ​C- inbound telemarketer ​D- inside selling ​E- network marketer

A

Bits Inc., a manufacturer of server processors, sends out its trained salespeople to inform prospective and existing customers about its latest range of processors and provide demonstrations. The promotional effort adopted by this company is an example of: A- push-cash selling. B- field selling. C- networking. D- over-the-counter selling.

B

Cleveland Solvents has field sales staff, a customer service department, and two individuals who manage the "tech hotline." These individuals not only answer technical questions from customers, they also identify customer needs and recommend products that can fill those needs. They have ability to initiate and close sales on spot. These individuals are essentially participating in: A- market analysis. B- inside selling. C- network marketing. D- outside sales.

B

In her role as sales manager, Julie tells her team to always behave ethically on the job. However, Barbara sees Julie talk a customer into buying an unneeded product just because the sale will fulfill her quarterly quota. If Julie really wants to create a culture that encourages ethical behavior, she must: A- ​Increase commissions ​B- Lead by example ​C- Tell her sales team to avoid unethical decision making ​D- Better understand what products her customers need ​E- Reduce quotas

B

In the _____ stage of the sales process, the salesperson contacts the potential customer for the first time. A- prospecting B- approach C- qualifying D- precall planning

B

One important advantage of personal selling over most advertising is: A- the cost factor; personal selling is much cheaper. B- the ability to actually demonstrate the good or service. C- the minimal dependence on technology. D- the low requirement for skilled salespeople.

B

The most expensive sales method overall is: A- over-the-counter sales, largely because of the high overhead in retail operations. B- field selling, largely because of the travel costs of sales personnel. C- outbound telemarketing because of the high rejection rate from D- customers who avoid telemarketers. inbound telemarketing because of the technology costs.

B

The process of qualifying a sales prospect involves: A- gathering information about the prospect to make initial contact go more smoothly. B- determining a potential customer's needs, income, and purchase authority. C- defining the company's product in terms of what it can do for the customer. D- making the initial contact with the prospect.

B

Which of the following financial incentives is designed to give retailers discounts on goods? A- Rebate B- Buying allowance C- Commission D- Promotional allowance

B

Which of the following types of personal selling relies on lists of family members and friends of the salesperson who organizes a gathering of potential customers for an in-home demonstration of products? A- Missionary selling B- Network marketing C- Inbound marketing D- Cross-selling

B

Zero Tech, a provider of game programming, directed its highly skilled and technically sound salespeople to visit customers without prior appointment and make a sales pitch on the spot. Which of the following techniques was used by the sales staff? A- Inbound telemarketing B- Cold calling C- Missionary selling D- Creative selling

B

A customer-focused firm wants its sales representatives to: A- work on commission because it motivates them to engage in quick sales. B- work as separate entities independent of the sales team. C- form long-lasting relationships with buyers by providing high levels of customer service. D- focus on persuading customers to buy products rather than solving issues.

C

In the sales process, a person who not only needs a product, but has the resources and authority to purchase it, is a(n): A- interested customer. B- existing customer. C- potential customer. D- innovator.

C

Sales promotion techniques were originally intended: A- to promote the company's goodwill. B- as international promotions designed to replace advertising. C- as short-term incentives aimed at producing immediate buying responses. D- to build long-lasting customer relationships.

C

The compensation package for sales personnel that gives management more control over how sales personnel allocate their efforts, but may reduce the incentive to expand sales, is the: A- salary plus bonus system. B- salary plus commission system. C- straight salary plan. D- pure commission program.

C

The sales promotion technique that rewards consumers with an item either for free or at a reduced cost when they purchase another product is called: A- sampling. B- a prize. C- a premium. D- specialty promotional item.

C

When visiting one of his major accounts, Matt is accompanied by finance and product specialists. These specialists are able to answer specific questions so that a customer can make a purchase decision. This is an example of _____. A- cross-selling B- transaction selling C- team selling D- missionary selling

C

_____ is a personal selling function that involves identifying potential customers. A- Screening B- Approaching C- Prospecting D- Processing

C

Most firms that use a customer-oriented organizational structure to strengthen their relationship with the largest customers adopt: A- decentralization. B- geographic organization. C- a vertical structure. D- a national accounts organization.

D

The term "_____" refers to the postsale activities employed by salespeople that determine whether an individual who made a recent purchase will become a repeat customer. A- sales maintenance B- post-closing C- dissonance reduction D- follow-up

D

The top marketing manager of your company has asked you to make recommendations about your sales representatives who make up the sales force for your business-to-business auto parts customers. These territories are geographically structured and the goal is to move away from territory-based sales to customer-oriented sales; as a result, these sales reps may be reassigned.Based on this project request, what element of the sales force management process will you focus on? ​A- establishing expectancy ​B- recruiting and selecting salespeople ​C- compensating salespeople ​D- organizing the sales force ​E- evaluating and controlling personnel

D

The use of technology in order-processing tasks can lead to an increase in: A- the sales quota to be fulfilled by each salesperson. B- the time required to process an order accurately. C- the demand for the number of salespeople. D- the accuracy of processing an order.

D

When personal selling efforts use telephone technology in a sales approach where the sales representative initiates the calls, it is known as _____ telemarketing. A- inbound B- proactive C- network D- outbound

D

Which of the following is a customer-oriented sales promotion technique? A- Volume discounts for trade buyers B- Dealer incentives C- Trade shows D- Specialty promotion items

D

Which of the following is true of personal selling? A- It is less time consuming compared to other types of promotions. B- It is an ineffective promotional strategy for firms that market to relatively few potential customers. C- It accounts for a small share of the marketing budget in a firm. D- It is interpersonal and basic to any enterprise.

D

Which of the following will improve the quality of the presentation used for approaching a prospective customer? A- Using complex graphics to explain product features B- Making the presentation precise without going into product price details C- Focusing on educating the prospective customer about the firm's goodwill rather than on product features D- Using precollected information for tailoring the presentation to match the customer's needs

D

As head of sales for your firm, one of your key supervision-related responsibilities is determining an optimal span of control. You consider all of the following factors except: ​A- The complexity of your sales team's work activities ​B- The extent of each salesperson's training ​C- The ability of individual sales managers ​D- The interdependence of individual salespeople ​E- How much each salesperson is paid

E

What are the typical first and last steps in the personal selling process?​ ​A- approach; closing the sale ​B- approach; follow-up ​C- prospecting; closing the sale ​D- presentation; follow-up ​E- prospecting; follow-up

E

What is the major determinant of a successful salesperson? ​ ​A- He or she has a competitive spirit. ​B- He or she is college-educated. ​C- He or she is technology-proficient. ​D- He or she aspires to higher career goals. ​E- He or she is customer-oriented.

E

You are the head of sales training for a major financial services firm in New York City. You are conducting a sales training class for a group of new trainees. You are a strong believer in using a structured approach to personal selling. Based on this information, which of the following personal selling process steps are you going to tell the trainees to perform first?​ ​A- practice closing the sale ​B- analyze information about potential customers' needs ​C- develop a prospect follow-up checklist ​D- develop an engaging sales presentation ​E- develop a database of potential customers

E

You sell a leading brand of speedboat. Many visitors to your showroom are enthusiastic young adults who would love to own your product but cannot afford it. When dealing with them, you must pay particular attention to which step in the sales process? ​A- Presentation ​B- Prospecting ​C- Approach ​D- Demonstration ​E- Qualifying

E

T/F: A salary is a payment tied directly to the sales or profits that a salesperson generates.

F

T/F: A sweepstakes chooses winners from a group of people who have purchased the product.

F

T/F: Firms spend more on consumer-oriented sales promotions than on trade promotions.

F

T/F: Most of today's salespeople are limited to performing tasks in a single category.

F

T/F: Over-the-counter selling is a lower-cost alternative compared to telemarketing or online selling.

F

T/F: Precall planning involves making unsolicited sales calls on randomly selected prospects.

F

T/F: Taking steps to determine that a potential customer has the need, financial capability, and authority to make a purchase is called canvassing.

F

T/F: The effectiveness of a salesperson is measured entirely on the basis of the sales volume and profitability.

F

T/F: Today's successful sales representative focuses on creating value for their own firm and generating revenue by producing quick sales.​

F

T/F: A straight salary plan could reduce the incentive to find new markets and land new accounts.

T

T/F: Advertising specialties help reinforce previous or future advertising and sales messages.

T

T/F: Creative selling can generate buzz for a product.

T

T/F: In a cold calling situation, the approach and presentation often take place at the same time.

T

T/F: Manufacturers pay a handling fee to retailers to help consumers redeem coupons at their outlets.

T

T/F: Missionary selling is an indirect sales approach that focuses on promoting goodwill for the firm.

T

T/F: Over-the-counter personal selling efforts are frequently supplemented with other promotions such as special sales events, new product introductions, and direct-mail appeals.

T

T/F: Over-the-counter selling usually requires the customer to take the initiative and travel to the seller's place of business.

T

T/F: Personal selling is an important component of the promotional mix for a firm that markets to relatively few potential customers.

T

T/F: Point-of-purchase advertising encourages retailers to improve on-site merchandising.

T

T/F: Recruiting and selecting successful salespeople are among the greatest challenges faced by a sales manager.

T

T/F: Salespeople involved order-processing tasks persuade their wholesale or retail customers to carry more complete inventories of their firm's merchandise.

T

T/F: Sampling produces a higher response rate compared to other forms of promotions.

T

T/F: The follow-up step in the sales process often determines whether an individual who has made a recent purchase will become a repeat customer.

T