Chapter 14 Questions
To communicate the sales message, the first step is to set goals and objectives.
TRUE
______________ is a distinct advantage (are distinct advantages) of personal selling over the other marketing communication methods. A. Ability to tailor the message B. Delayed feedback C. Impersonal relationship between company and customer D. Both ability to tailor the message and delayed feedback E. All of these
A. Ability to tailor the message
Prospecting for new customers is a _____________________. A. Critical function in maintaining growth B. Replacement for lead generation C. Replacement for branding D. Way to build trust E. Tool to reinforce customer awareness
A. Critical function in maintaining growth
Not meeting _____________ expectations after the sale is one of the three primary reasons for customer complaints. A. Delivery B. Price C. Sales D. Feature E. Trust
A. Delivery
______________ is one of the least expensive direct marketing channels. A. Direct mail B. Advertising C. Public relations D. Personal selling E. Telemarketing
A. Direct mail
_____________ is an example of a nontechnology communication selling activity. A. Enhancing language and overall communication skills B. E-mailing C. Creating useful company web page content D. Developing database management skills E. Leaving voice-mail messages
A. Enhancing language and overall communication skills
______________________ is a characteristic of a great sales presentation. A. Explaining the value proposition B. Maximizing change conflict C. Developing win-lose solutions D. Focusing on technology E. Emphasizing features over benefits
A. Explaining the value proposition
The simplest and most common method of organizing a company sales force is the ______ method. A. Geographic orientation B. Product organization C. Customer type D. Market organization E. Workload type
A. Geographic orientation
The simplest means of sales force organization is __________________. A. Geographic orientation B. Product organization C. Customer type D. Market organization E. Workload method
A. Geographic orientation
Feelings of accomplishment, personal growth, and self-worth are examples of _____________________ rewards. A. Intrinsic B. Bonus C. Contest D. Extrinsic E. Subjective
A. Intrinsic
____________ is not an input measure. A. Number of new accounts B. Number of planned calls C. Days worked D. Total number of calls E. Number of formal proposals developed
A. Number of new accounts
________________ involves calling potential customers at their home or office, either to make a sales call via telephone or to set up an appointment for a field salesperson. A. Outbound telemarketing B. Inbound telemarketing C. Direct mail D. Catalogs E. Both outbound telemarketing and inbound telemarketing
A. Outbound telemarketing
A fixed sum of money paid at regular intervals is a(n) __________. A. Salary B. Nonfinancial incentive C. Intrinsic reward D. Output measure E. Incentive pay
A. Salary
A young, well-educated sales force is highly motivated by ______________________. A. Salary B. Nonfinancial incentives C. Intrinsic rewards D. Output measures E. Incentive pay
A. Salary
The first step of creating a direct marketing campaign is to _________. A. Set strategy for the campaign B. Identify qualified target customers C. Specify direct marketing channels D. Analyze the results of the offer E. Develop and test the offer for the campaign
A. Set strategy for the campaign
The advantage of geographic sales orientation does not include ______________________. A. Specialization of labor B. Lower cost C. Minimization of customer confusion D. Simplicity of the geographical structure E. Minimization of travel time and expenses
A. Specialization of labor
______________ rely on personal evaluations by someone connected to the salesperson's sales process, usually the immediate sales manager or a customer. A. Subjective measures B. Output measures C. Objective measures D. Input measures E. Nonfinancial incentives
A. Subjective measures
The sales engineer from General Electric who calls on Boeing to sell the GE90 jet engine to be used in Boeing aircraft is an example of a ____________. A. Technical seller B. Solutions servicer C. Missionary salesperson D. Trade servicer E. Telemarketer
A. Technical seller
__________ is obtaining commitment from the customer to make the purchase. A. Following up after the sale B. Closing the sale C. Handling objections D. Qualifying the prospect E. Opening the relationship
B. Closing the sale
______ is more focused on specific customers than other nonpersonal communication media. A. Advertising B. Direct marketing C. Public relations D. Both advertising and direct marketing E. Advertising, direct marketing, and public relations
B. Direct marketing
__________________ is one of the three distinct advantages of personal selling. A. Large variety of media B. Immediate feedback C. Short-term impact D. Consistent message E. Elimination of noise
B. Immediate feedback
_______________, those responsible for managing large accounts, are skilled in developing complex solutions to a particular customer problem. A. Technical sellers B. Key account salespeople C. Missionary salespeople D. Trade servicers E. Telemarketers
B. Key account salespeople
Working from home is an example of a(n) _________. A. Salary B. Nonfinancial incentive C. Intrinsic reward D. Output measure E. Incentive pay
B. Nonfinancial incentive
____________ show the results of the efforts expended by the salesperson. A. Subjective measures B. Output measures C. Objective measures D. Input measures E. Nonfinancial incentives
B. Output measures
_____________ takes advantage of a salesperson's technical knowledge. A. Geographic orientation B. Product organization C. Customer type D. Market organization E. Workload method
B. Product organization
_______________ is not a critical selling skill. A. Persistence B. Spontaneous planning C. Listening D. Follow-up E. Time management
B. Spontaneous planning
_______________ has(have) one of the highest response rates of any direct marketing channel. A. Catalogs B. Telemarketing C. Interactive marketing D. Personal selling E. Direct mail
B. Telemarketing
______________ is not an output measure. A. Number of orders B. Total number of calls C. Number of active accounts D. Number of lost accounts E. Average size of orders
B. Total number of calls
The primary responsibility of ______________ is to increase business from current or potential customers by providing them with merchandising and promotional assistance. A. Technical sellers B. Trade servicers C. Missionary sellers D. Solutions sellers E. All of these
B. Trade servicers
_________ is not a common customer concern. A. Product need B. Updated technology C. Price D. Company trust E. More time
B. Updated technology
The average consumer catalog purchase is ___________. A. $75 B. $250 C. $150 D. $50 E. $100
C. $150
_______ is not a characteristic of a great sales presentation. A. Explaining the value proposition B. Asserting the advantage and benefits of the product C. Developing win-lose solutions D. Enhancing the customer's knowledge of the company, product, and services E. Creating a memorable experience
C. Developing win-lose solutions
______________ is an interactive marketing system that uses one or more advertising media to effect a measurable response and/or transaction at any location. A. Personal selling B. Interactive marketing C. Direct marketing D. Public relations E. Sales promotion
C. Direct marketing
A key advantage in bonus compensation systems is that they ___________________. A. Reward experience and competence B. Motivate efforts on nonselling activities C. Direct salespeople's efforts toward strategic directives D. Satisfy salespeople's security needs E. Target short-term objectives
C. Direct salespeople's efforts toward strategic directives
______________________ is the last stage of the personal selling process. A. Prospecting for customers B. Handling customer objections C. Following up with customers D. Qualifying prospects E. Opening the relationships
C. Following up with customers
The main difference between B2C and B2B is ___________. A. Good interpersonal and communication skills are more important for B2C than for B2B B. B2B requires more supervision and performance evaluation C. Many of the goods and services sold by B2B salespeople are more expensive and technically complex than those in B2C D. B2B requires excellent knowledge of the products being sold E. B2C requires the ability to discover customer needs and solve their problems
C. Many of the goods and services sold by B2B salespeople are more expensive and technically complex than those in B2C
_____________________________ is not a component of a direct-mail piece. A. Outside envelope B. Sales collateral C. Market space D. Contact information E. None of these is components
C. Market space
___________ often do not take orders from customers directly but persuade customers to buy their firm's product from distributors or other suppliers. A. Technical sellers B. Solutions servicers C. Missionary salespeople D. Trade servicers E. Telemarketers
C. Missionary salespeople
Statistics the sales manager gathers from the firm's internal data reflect _________. A. Subjective measures B. Output measures C. Objective measures D. Input measures E. Nonfinancial incentives
C. Objective measures
_____________ is a two-way communication process with the goal of securing, building, and maintaining long-term relationships with profitable customers. A. Sales promotion B. Direct marketing C. Personal selling D. Publicity E. Advertising
C. Personal selling
_______________ is not a step in the personal selling process. A. Prospecting B. Handling objections C. Price fixing D. Qualifying the prospect E. Following up
C. Price fixing
______________________ are individuals' learned proficiency at performing necessary sales tasks. A. Sales aptitudes B. Role perceptions C. Sales skill levels D. Motivations E. Environmental factors
C. Sales skill levels
_____________ is not an intrinsic reward. A. Feeling of accomplishment B. Personal growth C. Security D. Self-worth E. All of these
C. Security
_____________ is not an extrinsic reward. A. Pay B. Security C. Self-worth D. Promotion E. Recognition
C. Self-worth
One of five principal goals for the presentation is not ____________________. A. Get the customer's attention B. Educate the customer C. Nurture the customer's desire and conviction to purchase D. Agree on a price E. Build product interest
D. Agree on a price
Firms offer commission in order to ___________. A. Motivate a high level of selling effort B. Satisfy salespeople's security needs C. Encourage sales success D. Both motivate a high level of selling effort and encourage sales success E. Both motivate a high level of selling effort and satisfy salespeople's security needs
D. Both motivate a high level of selling effort and encourage sales success
The objective of paying a salary is to ___________. A. Motivate effort on nonselling activities B. Adjust for differences in territory potential C. Stimulate additional effort D. Both motivate effort on nonselling activities and adjust for differences in territory potential E. Motivate effort on nonselling activities, adjust for differences in territory potential, and stimulate additional effort
D. Both motivate effort on nonselling activities and adjust for differences in territory potential
The _____________ is considered the single best promotional method for driving customers to the Internet. A. Media plan B. Market space C. Sales collateral D. Catalog E. List of prospects
D. Catalog
Payment based on short-term results, usually a salesperson's dollar or unit sales volume, is called ________________. A. Salary B. Benefits C. Intrinsic rewards D. Commission E. Incentive pay
D. Commission
_______ is one of the organizational factors. A. Job experience B. The manager's interaction style C. Performance feedback D. Company marketing budget E. Education
D. Company marketing budget
__________ is not one of the critical mistakes made in closing. A. Negative attitude B. Lack of preparation C. Too much talking D. Consistent and standardized presentation E. Not enough listening
D. Consistent and standardized presentation
_______________________ is not a step in a direct marketing campaign. A. Identify qualified target customers B. Test the offer of the campaign C. Specify direct marketing channels D. Develop compensation plan E. Analyze results of offer
D. Develop compensation plan
___________ rewards are those controlled and given by people other than the salesperson, such as managers and customers. A. Intrinsic B. Bonus C. Contest D. Extrinsic E. Subjective
D. Extrinsic
______________ is not one of the four factors used when deciding to use independent sales people. A. Control B. Transaction cost C. Strategic flexibility D. Geographic orientation E. Economics
D. Geographic orientation
______________ focus on the efforts of salespeople during the sales process. A. Subjective measures B. Output measures C. Objective measures D. Input measures E. Nonfinancial incentives
D. Input measures
Forty percent of employees believe their _________________ actually help(s) them do their jobs better. A. Salary B. Nonfinancial incentives C. Intrinsic rewards D. Performance reviews E. Incentive pay
D. Performance reviews
The delivery of information relevant to meet the customer's needs is a ___________. A. Customer database B. Value proposition C. FAB D. Sales presentation E. Transaction cost analysis
D. Sales presentation
The individual's learned proficiency at performing necessary sales tasks is called _______________. A. Sales aptitude B. Motivation C. Reward D. Sales skill level E. Satisfaction
D. Sales skill level
_________ is not one of the four basic selling activities that define the salesperson's job. A. Communicate B. Build customer relationships C. Manage information D. Set price E. Sell
D. Set price
___________________ are a group of resellers such as retailers or distributors with whom the sales force does business. A. Missionary sellers B. Solutions sellers C. Technical sellers D. Trade servicers E. All of these
D. Trade servicers
Successful telemarketing campaigns contain the element of _______________. A. Accessing to an accurate list of qualified prospects B. Having the prospect being persuaded to act immediately C. Engaging the prospect with the highest ethical standards D. Both accessing to an accurate list of qualified prospects and having the prospect being persuaded to act immediately E. Accessing to an accurate list of qualified prospects, having the prospect being persuaded to act immediately, and engaging the prospect with the highest ethical standards
E. Accessing to an accurate list of qualified prospects, having the prospect being persuaded to act immediately, and engaging the prospect with the highest ethical standards
The decision to use independent agents or a company sales force is because of ____________. A. Economic factors B. Control factors C. Transaction costs D. Strategic flexibility E. All of these
E. All of these
____________________ is a distinct advantage (are distinct advantages) that personal selling offers over other marketing communications methods. A. Immediate feedback to the customer B. Ability to tailor the message to the customer C. The least expensive form of communication D. Both immediate feedback to the customer and the least expensive form of communication E. Both immediate feedback to the customer and ability to tailor the message to the customer
E. Both immediate feedback to the customer and ability to tailor the message to the customer
The objective of sales contests is to ______________. A. Satisfy salespeople's security needs B. Stimulate additional effort C. Target at specific short-term objectives D. Both satisfy salespeople's security needs and stimulate additional effort E. Both stimulate additional effort and target at specific short-term objectives
E. Both stimulate additional effort and target at specific short-term objectives
Customers expect _________ after the purchase decision. Not meeting the expectation(s) is a primary reason for customer complaints. A. Delivery, installation, and initial service of the product B. Any training needed to operate the equipment correctly C. The effective and efficient disposition of appropriate customer problems that arise from the product purchase D. Both delivery, installation, and initial service of the product and the effective and efficient disposition of appropriate customer problems that arise from the product purchase E. Delivery, installation, and initial service of the product, any training needed to operate the equipment correctly, and the effective and efficient disposition of appropriate customer problems that arise from the product purchase
E. Delivery, installation, and initial service of the product, any training needed to operate the equipment correctly, and the effective and efficient disposition of appropriate customer problems that arise from the product purchase
________________ is an example of a technology communication selling activity. A. Developing effective presentation skills B. Following up after customer contact C. Developing time management skills D. Listening effectively E. E-mailing
E. E-mailing
Prospective customers call a toll-free number for more information. This is used to identify and qualify prospects and is considered ________________. A. Outbound telemarketing B. Database management C. Closing of the sale D. Follow-up E. Inbound telemarketing
E. Inbound telemarketing
Commissions tied to sales volume or profitability, or bonuses for meeting or exceeding specific performance targets, are examples of ___________________________. A. Salary B. Benefits C. Intrinsic rewards D. Output measures E. Incentives
E. Incentives
In a telemarketing campaign, a good ___________________ helps boost the success rate by 60 percent. A. Media plan B. Market space C. Sales collateral D. Catalog E. List of prospects
E. List of prospects
Using independent sales agents is referred to as __________. A. Inbounding the sales force B. Outbounding the sales force C. Using the company sales force D. Transferring sales agents E. Outsourcing the sales force
E. Outsourcing the sales force
______________ is one of the stages in the personal selling process. A. Prospecting for customers B. Opening the relationship C. Following up with customers D. Both prospecting for customers and opening the relationship E. Prospecting for customers, opening the relationship and following up with customers
E. Prospecting for customers, opening the relationship and following up with customers
A commission is a fixed sum of money paid at regular intervals.
FALSE
Direct mail is much more effective in B2B than B2C markets because reaching the appropriate individual inside an organization is easier.
FALSE
Direct marketing is an interactive marketing system that uses only one advertising medium to effect a measureable response and/or transaction at any location.
FALSE
Inbound telemarketing involves calling potential customers at their home or office.
FALSE
Most people are comfortable buying products over the phone.
FALSE
Objective measures rely on personal evaluations by someone connected to the salesperson's sales process, usually the immediate sales manager or a customer.
FALSE
The first step of creating a direct marketing campaign is to specify direct marketing channels.
FALSE
The primary advantage of a market organization is that individual salespeople can develop familiarity with the technical attributes, applications, and most effective selling methods associated with a single product.
FALSE
Trade servicers often do not take orders from customers directly but persuade customers to buy their firm's products from distributors or other suppliers.
FALSE
While it is important to be a good listener, it is more important that salespeople are skillful communicators.
FALSE
Components in a direct-mail offer include outside envelope, sales collateral, and contact information.
TRUE
Creating a tailored sales presentation that adjusts to customer feedback is a significant advantage for telemarketers after they have established a relationship.
TRUE
Direct mail is one of the least expensive direct marketing channels.
TRUE
Objective measures fall into two major categories: output measures and input measures.
TRUE
One of the most critical aspects to the selling process is not what happens before the purchase decision but what happens after, the follow-up.
TRUE
Salespeople and the personal selling function are the single most effective approach for establishing and enhancing the personal relationship between company and customer.
TRUE
Salespeople consistently report that price is the most common customer apprehension.
TRUE
Telemarketing has one of the highest response rates of any direct marketing channel.
TRUE
The goal of sales is not simply to make the sale but to create a strong value proposition that will lead to a mutually beneficial long-term relationship.
TRUE