MindTap Ch.18 (Exam 4)
Which of the following statements is true about relationship selling?
Being proactive in identifying the need for recovery behaviors is important.
_____ are promotions that allow buyers to pay less than the regular price to encourage purchase, and _____ are promotions in which a consumer is sent a specified amount of money for making a single purchase.
Cents-off offers; rebates
Which of the following statements is not true about training salespeople?
Experienced salespeople do not need training.
Which of the following statements is true about personal selling?
It gives marketers the greatest freedom to adjust a message to satisfy consumers' information needs.
Jennifer Clarkson, a sales representative for a publisher of college textbooks, had the southern half of the state as a sales territory. Last year, the director of marketing for the publishing company told Jennifer's sales manager to increase her territory to the entire state. Now Jennifer's customers are less satisfied with the company. They are most likely to blame ____ for their reduced level of customer satisfaction.
Jennifer
Which of the following statements is true about personal selling?
Personal selling is the most precise of all promotional methods.
Which of the following statements is not true about recruiting and training a sales force?
Sales managers do not recruit applicants from departments within the company.
Which of the following statements is true about salespeople?
Salespeople are almost always closer to customers than anyone else in the company.
Spencer is a sales representative for an office furniture company. Last year, the production manager decided to replace one of their suppliers with a cheaper alternative. As a result, the furniture is not as durable as the prior models and is more likely to break. The CEO of the company has told the Director of Marketing to keep the prices constant. He has also told the sales managers to instruct the sales representatives to not mention the change in quality. If Spencer's customers are having issues with their new furniture, most of the burden of achieving customer satisfaction lies with
Spencer
Which of the following statements is true about the follow-up step of the personal selling process?
The follow-up helps create loyalty on the part of the buyer.
Which of the following is not a reason why the proportion of promotional dollars spent on sales promotion has increased in recent years?
The greater emphasis on improving long-term performance has resulted in an increased use of sales promotion methods.
Which of the following is the best example of a well-stated sales objective?
The sales force should increase domestic market share by 5% by the end of the fiscal year.
Which of the following statements is not true when making a sales presentation?
The salesperson should anticipate objections and handle them before they arise.
When shopping at Costco, customers are offered small portions of various food items to taste in the hope of enticing buyers to make a purchase. This is an example of
a free sample
CoverGirl created a display rack to feature its new line of cosmetics in the store. This is an example of
a point-of-purchase material
Energizer decides to offer buyers the opportunity to mail in the proof of purchase for batteries in exchange for a free plush version of its Energizer Bunny. This is an example of
a premium
In certain boxes of cereal, Kellogg's offers a code that customers can redeem for a free children's eBook. This is an example of
a premium
Makita, a manufacturer of power tools, is offering _____ to motivate its distributors to sell more of its products. It is offering recognition and a prize to the distributor who sells the most of its power tools to retail stores in the next month. Makita is offering
a sales contest
when the salesperson asks the customer several questions that assume they are buying the product, this is known as
a trial close
During the evaluation of one of his salespeople, Kurt determines that Isaac's average sales per customer is lower than that of other salespeople on staff. At their performance review, Kurt will most likely
adjust the motivational methods used for Isaac
The use of sales promotion has increased dramatically over the past 30 years, primarily at the expense of
advertising
Anna works in insurance sales and has looked over one of her prospect's account and credit history. She has determined the type of insurance the prospect needs and put together a sales presentation that will communicate specifically to the prospect. Anna is ready for the _____ step of the personal selling process.
approach
Creating a favorable impression and developing rapport with prospective customers is a critical part of the ____ step of personal selling.
approach
After offering a cents-off offer to consumers, DiGiorno Pizza offers its retailers a sum of money for each pizza the retailer purchases. This would be an example of a
buy-back allowance
Sometimes retailers are offered temporary price reductions for purchasing specified quantities of a product. These offers are used to provide an incentive to handle a new product, to achieve a temporary price reduction, or to stimulate the purchase of an item in large quantities. What is this sales promotion?
buying allowance
Xavier is a purchasing agent for the Kroger grocery chain. He is currently negotiating with Kellogg's to receive a temporary price reduction based on the volume of cereal he is purchasing. This is an example of a
buying allowance
At the end of each day, Deshawn submits a _____ to his sales manager that identifies the customers called on and provides detailed information about interactions with those clients.
call report
The purpose of the _____ stage of the personal selling process is to determine customers' future needs and create a solid relationship with the customer.
closing
Dwight is looking for new potential clients. He has decided to find potential clients through the use of a phone book and he will call them without prior consent, which is known as the _____ method.
cold canvass
Summer works as a sales associate at a jewelry store where she is paid a fixed amount per hour plus an additional amount based on her amount of sales. She is on a _____ compensation plan.
combination
A sales rep's willingness to accept risk is most relevant to the sales manager during which phase of sales management?
compensating salespeople
Procter & Gamble uses many different _____ in order to encourage consumers to purchase its products, including coupons, cents-off offers, rebates, point-of-purchase displays, free samples, and consumer contests.
consumer sales promotion methods
Bo finds a code under the cap of the soft drink he just bought. He visits a website where he enters the code for a chance to win a prize. This is an example of a
consumer sweepstakes
An arrangement in which a manufacturer pays a certain amount of a retailer's media costs for advertising that manufacturer's products is ________
cooperative advertising
Walmart puts an advertisement in the Sunday newspaper that features toys from Fisher-Price and electronics from Samsung. Because they are featured in the ad, Fisher-Price and Samsung have agreed to pay a portion of Walmart's media costs. This is an example of a
cooperative advertising
Advantages associated with _____ include their positive effect on print advertisements, that they reward current users and win back former users, and that they encourage purchases in larger quantities.
coupons
Fraudulent usage, inability to attract potentially brand-loyal customers, and use by current customers but not new customers are believed to be disadvantages of which of the following?
coupons
In the weeks leading up to Halloween, Hershey's decides to use ____, the most common form of sales promotion, to encourage consumers to buy Hershey's products.
coupons
The most common sales force evaluation practices are for sales managers to compare a salesperson's performance with other salespeople operating under similar selling conditions, or to compare _______.
current performance with past performance
Felix goes to McDonald's, where he collects Monopoly real estate pieces that are available on cups and fries. As he collects the pieces, he can win cash and prizes. This is an example of a
customer game
Tobias does not like making cold calls on businesses to find potential customers. He has many satisfied customers and would much rather use one of the best ways to find new prospects, which is why he uses
customer referrals
A commercial for SodaStream announces that the sparkling water makers are available at Bed Bath & Beyond and Target. This is a form of sales promotion called
dealer listing
Sam is the owner of a regional chain of convenience stores. He recently made a large purchase of Slim Jim snacks for his stores and received a gift from ConAgra Foods, the makers of Slim Jim. This gift is referred to as a
dealer loader
Although Maybelline would like to use ____ as a consumer sales promotion method, this method has extremely high labor costs that are more affordable for higher-end make-up companies such as Clinique and Estée Lauder.
demonstrations
You are a senior analyst in the sales and finance group at an auto parts company. Your boss has asked you to complete a project that examines the following: The sales potential for several different census tracts Customer density and distribution in the different census tracts Based on the information you are collecting, what element of sales force management is your boss focused on?
determining sales territories
A sales manager has analyzed the cost of the average salesperson in her firm and has determined that hiring an additional salesperson would not bring in more revenue than the cost of that salesperson. The sales manager is performing which sales management task?
determining the size of the sales force
A straight commission compensation program ensures that selling costs will be predictable. t/f
false
Consumer contests and sweepstakes are used to promote established products and tend to generate similar levels of consumer response. t/f
false
Merchandise allowances are generally used in conjunction with high-volume, low-profit items. t/f
false
Team selling involves building mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time. t/f
false
Chuck works for a small manufacturer of salsa. For his job, he travels to various grocery stores within his territory to find out how much salsa each store plans on ordering in the coming month. Chuck is best classified as a(n)
field order taker
Ryan is the owner of a small corner grocery store. He does not have time to keep track of how much he has to order of every item he keeps in stock, so he relies on the _____ from his various suppliers to make sure his orders are placed periodically.
field order takers
Personal selling goals typically include finding prospects, determining their needs, persuading prospects to buy, and
following up on the sale
Every time customers visit Dave's Sandwich Shoppe, they swipe a card through a scanner that allows them to earn points for discounts on future purchases. This is an example of a
frequent-user incentive
Online advertisements that ask for people to submit their name and e-mail address help salespeople achieve which goal of personal selling?
identifying prospects
In recent years the proportion of promotional dollars spent on sales promotion has _________.
increased relative to advertising
Angela works for QVC, a home shopping channel. As part of her job, she answers the phone calls from customers who wish to place an order for something they have seen on TV. Angela is best classified as a(n)
inside order taker
Landon has a part-time job as a salesperson for JC Penney, a retail department store. Landon's job is best classified as a(n)
inside order taker
Isabelle and George both work in sales at John Deere. Isabelle's main job is to take orders, follow up on deliveries to make sure they were shipped on time, and provide some basic technical services. She mainly deals with current customers, although sometimes she will receive calls from potential customers interested in learning more about the firm's products. George, on the other hand, actively seeks new potential clients. He is constantly attending events to solicit new clients and he makes sales calls to potential clients to discuss John Deere's product offerings. Like Isabelle he also takes orders for equipment. Isabelle is most likely a(n) ______________ salesperson, while George is most likely a(n) ____________ salesperson.
inside; outside
Lindsay is an exercise equipment salesperson. When making a sales presentation, she realizes that _____ would be most beneficial in keeping the potential customer's attention and enhancing the presentation.
inviting the prospect to use the equipment
The best advice for recruiting and selecting salespeople for one's organization would be _______
make recruitment a continuous activity aimed at seeking out the best applicants
Target sets up a special display in its stores featuring Brawny paper towels. Because they have set up this display, Brawny agrees to provide a _____ to Target.
merchandise allowance
Isabella is using a scheduling system to plan her sales calls for the coming week. The system's main goal is to _____ when routing and scheduling sales representatives.
minimize nonselling time
Daphne King of Cleborn Pharmaceuticals tells a sales management class at the state university that her job is to call on doctors and explain the benefits of new prescription drugs that her firm develops. Daphne would call herself a(n) _____________.
missionary salesperson
Hannah works for a shoe manufacturer. She spends most of her time visiting retailers to encourage them to place orders with her company's wholesalers. Hanna is best classified as a(n)
missionary salesperson
Zach works for a pharmaceutical company and spends most of his days visiting various doctors, pharmacists, and hospitals. He promotes his company's products by speaking with the doctors and pharmacists and leaving samples for them to give to their patients. Zach would most likely be referred to as a(n)
missionary salesperson
Ryan and Megan sell printing solutions for the same company. Their target customers are small businesses with low printing volume. Their sales territories have the same sales potential, but Megan's territory covers the Atlanta metropolitan area while Ryan's territory is much larger and covers the rest of Georgia. As a result of the difference in size between the two territories, Ryan
must work harder and longer to generate the same sales volume as Megan
Dee works as an insurance salesperson and spends most of his time locating prospects and converting them into buyers. Dee's job function is best described as
new-business sales
Lisa's position requires that she increase sales of her company's products. She finds ways to get existing customers to repurchase and finds new customers for her company's products. Lisa would best be described as a(n)
order getter
Desiree's job as a salesperson has her mostly contacting existing customers in order to gain repeat sales. Her position is most likely a(n)
order taker
Before she calls potential clients for the accounting firm she works for, Joy is identifying key decision makers at each company, contacting other clients for information about them, and identifying needs of each company. This process is called
preapproach
Chris has finished going through marriage announcements in the local newspaper to find potential customers of her wedding photography business. She has also evaluated them based on their ability and willingness to buy her services. She realizes that the next step in the personal selling business is to
preapproach
Garrett Almar tells a fellow buyer at Robins Wholesale Parts that the last salesperson who called on him before lunch was a real loser: "He has done a poor job of ____. He didn't even know what brands we carry or what types of retailers we service!"
preapproach
Randy Whitacre of Randy's Hardware is talking to one of his employees about a salesperson that had stopped by earlier in the day. Randy thought the salesperson had done a bad job with _____ because he had no idea what specific products Randy's Hardware sold or what the store's needs were.
preapproach
When deciding on sales promotion methods to employ, marketers take several factors into consideration. Which factor below is least likely to affect decisions regarding sales promotion methods?
product packaging
As part of the _____ step of the personal selling process, Ruth is looking over her list of potential customers and evaluating them based on their ability, willingness, and authority to make a purchase.
prospecting
Rachel is a sales representative. Every week, she spends time looking for potential customers by doing an online search through her industry's trade association database for new members. This is part of which step of the personal selling process?
prospecting
Salim has recently been hired as a salesperson for an air conditioner sales firm. When he started his job, he decided that the first thing to do was to go through his company's sales records and through telephone directories to find potential customers. During this process, Salim was
prospecting
Stuart likes to have at least 25 potential customers ready to call for additional sales. He just realized that he currently has less than 20. In order to get his list back above 25, Stuart will have to spend time
prospecting
Donnie is a car salesman. When making his presentations, he likes to anticipate and counter potential objections before the prospect mentions the objection. Donnie feels this gives him an advantage in making the sale. What he does not realize is this approach may
raise objections that the prospect would not have
When launching a new flavor of ice cream, the ice cream manufacturer may create a(n) _____ where it gives a trophy and cash prize to the salesperson who sells the greatest volume of the new flavor to wholesalers in the first month after introduction.
sales contest
At last year's holiday banquet, Eric was recognized in front of all of the other salespeople and in front of senior management for being the highest-earning salesperson in the firm. This is an example of the company's efforts at
salesperson motivation
Realizing that her firm's sales promotion budget was small and cut by 30 percent for the coming year, Stacey Baronas rules out ____ as playing a role in her sales promotion plan.
samples
Benny is looking for a position as a salesperson. Ideally, he would like a job that has a _____ compensation plan because he enjoys aggressive selling and wants to spend as little amount of time as possible on nonselling tasks.
straight commission
Senior management at Best Buy is reviewing the compensation strategy for the company's salespeople. They currently use _____, which gives the company the benefits of being easy to administer, yielding predictable selling expenses, and providing managers greater control over their salespeople.
straight salary
Christine is a sales representative for a medical supply company. She has a sales call scheduled in which she will join other employees from the company, including personnel from the financial and engineering departments, to make a sales pitch to a medical center. Christine is engaged in
team selling
Which of the following is particularly appropriate for pricey high-tech business products, such as jet aircraft and medical equipment?
team selling
Which of the following types is most appropriate when selling new technology that needs specific technical expertise due to its complexity?
team selling
When Julie graduated with an engineering degree, she found a job as a salesperson for FANUC Robotics, a company that manufactures robotic equipment for manufacturing. Julie is most likely a(n)
technical salesperson
jin Xiao, a trained engineer, is a salesperson for a chemical manufacturer. He provides current customers with advice about a product's characteristics and applications. He is a(n) ___________.
technical salesperson
In designing sales territories, a sales manager considers several major factors. The territories must be constructed so that sales potential can be measured; the shape of the territories should facilitate salespeople's activities to provide the best possible coverage of customers; and ___________.
territories should be designed to minimize selling costs
The main consideration that marketers use when setting up a coupon promotion for a product is
the nature of the product
Tami is a sales manager and is hoping to attract and retain a top sales force. Which of the following is least likely to be a factor when Tami tries to attract and retain top-quality salespeople?
the price of the products being sold
Marisol works for a manufacturer of frozen foods. Her job consists of visiting retailers and helping them promote her company's products. She helps restock shelves, negotiates for more shelf space, and sets up displays. Her position is best described as a(n)
trade salesperson
Treasure works for Frito-Lay and works with retailers to help promote the company's snack foods. She sets up displays in the stores and occasionally hands out samples to customers. Treasure is best described as a(n)
trade salesperson
During a sales presentation, Barbara asks, "Mr. Gordon, would you prefer to pay by cash or credit card?" Barbara is using a(n) _____ with this question.
trial close
During a sales presentation, Tom asks, "When will you be available next week for our delivery team to install your new windows, Mrs. Gibson?" This is an example of a(n)
trial close
It is not unusual for one salesperson to perform multiple functions in the sales structure. t/f
true
Sales promotion may facilitate personal selling. t/f
true
The primary goals of personal selling are finding prospects, convincing prospects to buy, and keeping customers satisfied. t/f
true
