Marketing BCOR 350 Ch. 16
Some customers develop a close relationship with a salesperson. This close relationship may also lead to strong relationships with the company, its products, the firm, and the customer. What is this concept called? a. product sales force structure b. salesperson-owned loyalty c. sales force management d. customer sales force structure e. territorial sales force structure
salesperson-owned loyalty
_____ involves analyzing, planning, implementing, and controlling sales force activities a. team selling b. personal selling c. a salesperson d. sales force management
sales force management
Which term refers to short-term incentives to encourage the purchase or sales of a product or service? a. selling process b. follow-up c. sales promotion d. closing
sales promotion
In many situations, the firm is not simply seeking a sales. Rather, it wants to engage the customer over the long haul not in short-term transactional selling. The firm seeks to develop what? a. a prospect b. a closing c. a presentation d. a relationship e. a call plan
a relationship
________ represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building a. personal selling b. sales force management c. team selling d. a salesperson
a salesperson
Approach is the sales step in which a salesperson ______ a. meets the customer for the first time b. tells the "value story" to the buyer, showing how the company's offer solves the customer's problems c. seeks out, clarifies, and overcomes any customer objections to buying d. learns as much as possible about a prospective customer before making a sales call
meets the customer for the first time
_______ is a sales promotion tool used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to customers a. event marketing b. consumer promotion c. trade promotion d. business promotion
trade promotion
The sales staff that travels to customers to call on them is ______ salespeople, whereas those who conduct business from their office via telephone and email are _____ salespeople a. technical-support people; inside b. outside; sales assistants c. outside; online d. outside; inside e. inside; outside
outside; inside
Advertising consists largely of non-personal communication with large groups of consumers, whereas ______ involves interpersonal interactions and engagement between company representatives and individual customers a. direct marketing b. social selling c. public relations d. personal selling e. sales promotion
personal selling
______ refers to a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines a. inside sales force b. territorial sales force structure c. product sales force structure d. customer sales force structure
product sales force structure
An inside sales force is ______ a. a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines b. a sales force organization in which salespeople specialize in selling only to certain customers or industries c. a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line d. salespeople who conduct business from their offices via telephone, the internet, or visits from prospective buyers
salespeople who conduct business from their offices via telephone, the internet, or visits from prospective buyers
Sales promotion tools are used by most organizations, including manufacturers, distributors, retailers, and not-for-profit institutions. Which of the following entities is typically outside the realm of the sales promotion targets? a. suppliers b. business customers c. members of the sales force d. retailers and wholesalers e. final buyers
suppliers
A firm that employs territorial sales force structure can be described by many characteristics. Which task from the following list can the marketer ignore when developing a sales force territory structure? a. the salesperson sells the company's entire line of products or services b. a territorial sales force structure decreases the salesperson's desire to build local customer relationships c. salespersons are assigned to an exclusive territory d. travel expenses are relatively limited e. each salesperson has well-define accountability
a territorial sales force structure decreases the salesperson's desire to build local customer relationships
According to Gallup research, there are four key talents the best salespeople possess. The sales manager is most likely to avoid hiring a candidate who lacks which of the following traits? a. ability to build relationships with customers b. intrinsic motivation c. ability to work well alone d. the ability to close a sale e. a disciplined work style
ability to build relationships with customers
_______ is the sales step in which a salesperson meets the customer for the first time a. handling objections b. approach c. presentation d. pre-approach
approach
Closing is the sales step in which a salesperson ______ a. meets the customer for the first time b. follows up after the sale to ensure customer satisfaction and repeat business c. seeks out, clarifies, and overcomes any customer objections to buying d. asks the customer for an order
asks the customer for an order
______ is a sales promotion tool used to generate business leads, stimulate purchases, reward customers, and motivate salespeople a. consumer promotion b. trade promotion c. business promotion d. event marketing
business promotion
What tool do many firms use to supervise the sales staff that shows which customers and prospects to call on and which activities to carry out? a. call reports b. time-and-duty analysis c. call plan d. sales force automation systems e. sales report
call plan
Follow-up is the sales step in which a salesperson _____ a. asks the customer for an order b. seeks out, clarifies, and overcomes any customer objections to buying c. meets the customer for the first time d. checks in with the customer after the sale to ensure customer satisfaction and repeat business
checks in with the customer after the sale to ensure customer satisfaction and repeat business
_______ is the sales step in which a salesperson asks the customer for an order a. sales promotion b. handling objections c. closing d. follow-up
closing
______ is a sales promotion tool used to boost short-term customer buying and involvement or enhance long-term customer relationships a. business promotion b. consumer promotion c. event marketing d. trade promotion
consumer promotion
______ include(s) a wide range of tools such as free samples, coupons, point-of-purchase displays, and sweepstakes a. direct marketing promotions b. sales force promotions c. business promotions d. consumer promotions e. trade promotions
consumer promotions
Frito-Lay runs a special promotion each year for the Super Bowl inviting consumers to produce a 30-second advertisement. The winning ad is awarded $1M. This promotion exemplifies what sales promotion tool? a. game b. contest c. premiums d. sweepstakes e. advertising specialties
contest
Which of the following promotions is not used only as a trade promotion but as a consumer promotion as well? a. contest b. free goods c. specialty advertising items d. push money e. price-off, off-invoice, or off-list
contest
What is event marketing? a. creating a brand-marketing event or serving as a sole or participating sponsor of events created by others b. a sales promotion tool used to boost short-term customer buying and involvement or enhance long-term customer relationships c. a sales promotion tool used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to customers d. using online, mobile, and social media to engage customers, build stronger customer relationships and augment sales performance
creating a brand-marketing event or serving as a sole or participating sponsor of events created by others
Apple has organized its sales force with separate staffs serving the consumer, another serving new customers, a third addressing the B2B market, and a small staff serving the industrial market. What approach to sales force structure is Apple using? a. profitability level sales force structure b. territorial sales force structure c. customer (or market) sales force structure d. market share sales force structure e. product sales force structure
customer (or market) sales force structure
_______ refers to a sales force organization in which salespeople specialize in selling only to certain customers or industries a. territorial sales force structure b. product sales force structure c. customer sales force structure d. inside sales force
customer sales force structure
Marketing managers often create their brands through brand-marketing events or to serve as the only promoter or as a participating promoter of events created by others. Which marketing tool does this? a. coupons b. point-of-purchase (POP) promotions c. premiums d. event marketing sponsorships e. samples
event marketing sponsorships
______ is the sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying a. handling objections b. approach c. pre-approach d. presentation
handling objections
Often inside sales staff supports the outside salespeople. What is the role called that provides research and administrative backup for outside salespeople? a. sales assistants b. online sellers c. technical sales-support people d. inside salespeople e. market researchers
sales assistants
For any sales promotion the marketer develops, there are several decisions he must make in order for the promotion to be effective. Which of the following options is beyond the purview of the manager who is designing the sales promotion? a. how to promote and distribute the promotion b. conditions for participation c. size of the incentive d. how the competition will respond e. length of the promotion
how the competition will respond
If a firm's strategy is to acquire new business, grow rapidly, and gain market share, the compensation plan might be designed how? a. includes high-commission plans b. includes a larger base-salary component with additional incentives c. includes a large expense account d. be primarily straight salary e. includes a larger commission component, couple with a new-account bonus
includes a larger commission component, couples with a new-account bonus
_______ involves presentation by the firm's sales force for the purpose of making sales and building customer relationships a. a salesperson b. sales force management c. personal selling d. team selling
personal selling
Trade promotion is a sales promotion tool used to ______ a. persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to customers b. create a brand-marketing event or service as a sole or participating sponsor of events created by others c. boosts short-term customer buying and involvement or enhance long-term customer relationships d. generate business leads, stimulate purchases, reward customers, and motivate salespeople
persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to customers
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 stage of the selling process is known as ______ a. prospecting b. objection handling c. scouting d. pre-approach e. closing
pre-approach
______ is the sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call a. pre-approach b. handling objections c. approach d. presentation
pre-approach
______ is the sales step in which a salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems a. presentation b. approach c. handling objections d. pre-approach
presentation
Because many industry sectors require highly specialized knowledge, General Electric employs different sales forces in each of its different product and service divisions. This approach to sales organization is known as a _______ sales force structure. a. territorial b. customer c. service-based d. product e. knowledge-based
product
A company that sells turbine engines, which are custom-designed for each location, individually built and installed, and cost in excess of several million dollars. Which type of sales force structure is recommended for the firm? a. market share sales force structure b. product sales force structure c. territorial sales force structure d. profitability level sales force structure e. customer sales force structure
product sales force structure
Managing the sales force involves four key tasks. Which of the following elements can the marketing manager ignore as part of sales force management? a. analyzing the market b. promoting sales activities c. implementing d. controlling e. planning
promoting sales activities
The first step in the selling process is _______, during which the salesperson identifies qualified potential customers a. qualification b. pre-approach c. prospecting d. market research d. scouting
prospecting
What is the first step in the selling process? a. follow-up b. pre-approach c. handling objections d. prospecting e. presentation
prospecting
The selling process can best be described as ______ a. prospecting and qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing, and follow-up b. encouraging the purchase or sales of a product or a service c. using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts d. analyzing, planning, implementing, and controlling sales force activities
prospecting and qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing, and follow-up
A significant part of sales force management involves designing sales force strategy and structure. Which task can the marketer avoid when designing the sales force? a. selecting the firm's salespeople b. supervising and evaluating the sales staff c. recruiting new employees d. compensating the firm's salespeople e. prospecting for the firm
prospecting for the firm
Sales assistants are employees in the firm who provide support for the outside sales force, freeing them to spend more time selling to major accounts and finding new prospects. Which of the following tasks does a sales assistant typically allocate to the technical sales-support staff? a. answer customers' questions b. provide research and administrative backup c. follow up on deliveries d. track down sales leads e. provide technical information and answers to customers' questions
provide technical information and answers to customers' questions
Order takers might simply answer the phone and enter customers' orders. In contrast, order getters in the selling process have a much more complicated job, which involves creative selling, social selling, and ______ a. profit taking b. pulling products through the channels of distribution c. relationship building d. making nonpersonal communications with customers e. developing the appropriate advertising for the target
relationship building
The concept of ______ is based on the idea that for many customers, the salesperson is the company - the only tangible manifestation of the company with which they ever interact. As a result, strong relationships with the salesperson often translate into loyalty to the company and its products a. social selling b. salesperson-owned loyalty c. personal selling d. solutions selling e. customer relationship management
salesperson-owned loyalty
What is the fastest-growing trend in sales? a. social selling b. commission-only sales compensation c. use of sales staff supervision d. sellers have increased control over consumers e. consumers buying in bricks and mortar stores
social selling
Many software companies pair account representatives with computer engineers as well as other experts from areas such as marketing, technical support, and research and development. This concept is known as _____ a. technical selling b. team selling c. service-based selling d. key account management e. knowledge-based selling
team selling
Which of the following assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line? a. inside sales force b. customer sales force structure c. product sales force structure d. territorial sales force structure
territorial sales force structure
There are essentially four elements in a good compensation package for a salesperson. Which of the following is part of a sales force motivator that is separate from the compensation package? a. the hourly wage b. a variable amount c. fringe benefits d. a fixed amount e. expenses
the hourly wage
There are many reasons that firms spend the money and efforts to participate in trade shows. Which of the following is distinctly a disadvantage of being an exhibitor in trade shows? a. to educate customers with publications b. to introduce new products c. to provide opportunities to find new sales leads d. to economize on costs e. to provide opportunities to contact customers
to economize on costs
The goal of sales training is to cover many issues. Which of the following is a goal of the sales training program the program would eliminate? a. to teach trainees about the company b. to teach trainees about the company's objectives, organization, products, and strategies c. to teach trainees about e-learning d. to teach trainees about types of customers and their needs and buying habits e. to teach trainees about the competition and its strategies
to teach trainees about e-learning
Manufacturers utilize _______ in order to persuade retailers to carry new items and more inventory, promote the company's products, and give them more shelf space a. consumer promotions b. point-of-purchase promotions c. trade promotions d. business promotions e. sales force promotions
trade promotions
Team selling ______ a. is an individual who represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building b. consists of analyzing, planning, implementing, and controlling sales force activities c. involves presentations by the firm's sales force for the purpose of making sales and building customer relationships d. uses people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts
uses people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts
A company grouped its accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain the account. It then determined the number of salespeople needed to call on each class of accounts the desired number of times. What approach did the firm use to determine the sales force size it needed? a. territory approach b. workload approach c. market approach d. product approach e. customer approach
workload approach