mkt ch 17
A(n) _____ is an extra item offered to the consumer, usually in exchange for some proof that the promoted product has been purchased. a. coupon b. trade sample c. supplement d. premium e. add-on
d
All of the following are typical sales force performance measures EXCEPT: a. size of the sales force b. sales volume c. contribution to profit d. calls per order e. percentage of calls achieving specific goals
a
All of the following statements describe an advantage of personal selling over other forms of promotion EXCEPT: a. Personal selling is less expensive on a per contact basis. b. Personal selling is better for providing customers with detailed demonstrations of products. c. It is easier to vary the message according to what the customer needs to know with personal selling. d. It is easier to direct the marketing effort to directly to qualified prospects with personal selling. e. Personal selling costs can be controlled by adjusting the size of the sales force.
a
General Mills is offering resellers a 10 percent discount on all cases of its granola bars purchased during the month of June. General Mills is offering a: a. trade allowance b. life cycle extension promotion c. P-O-P discount d. push money deal e. product development deal
a
Generally, companies with lower levels of compensation: a. suffer higher turnover rates b. experience overall decreased cost c. experience increased effectiveness
a
The seven steps of the selling process closely follow the: a. AIDA concept b. hierarchy of needs c. traditional communications model d. process of forecasting and satisfying industry demand e. JIT process
a
Trade sales promotions support a _____ strategy. a. push b. hierarchical c. disintermediation d. discontinuous innovation e. pull
a
What are the two types of sales promotion? a. Consumer and trade b. Informative and reminder c. Start-up and continual d. Adoptive and diffusive e. Personal and impersonal
a
When a salesperson asks for the sale, he or she is: a. closing the sale b. creating empathy c. reducing cognitive dissonance d. creating long-term reciprocal arrangements e. qualifying the sale
a
Which of the following sales promotion tools would be MOST appropriate for a competitor's customer? a. Sampling b. Rebates c. Loyalty marketing programs d. Bonus packs e. Coupons
a
_____ are promotional exhibits set up at the retailer's location to build traffic, advertise the product, or induce impulse buying. They are targeted to consumers. a. Point-of-purchase displays b. Trade shows c. Indirect demonstrations d. Direct demonstrations e. Freestanding kiosks
a
_____, or prospecting, is the identification of those firms and people most likely to buy the seller's offerings. a. Lead generation b. Lead qualification c. Customer mining d. Referral calling e. Cold calling
a
AutoFry is the leading manufacturer of ventless deep fryers for supermarket deli and food service operations. It has developed a new high-capacity fryer. The company has decided to purchase a mailing list of thousands of food service managers and to send out brochures with a detachable card that the managers can use to request more information. AutoFry is involved in: a. lead qualification b. lead generation c. sales presentation d. the close procedure e. moving through the sales continuum
b
Co-branded credit cards are used in conjunction with: a. self-perpetuating premiums b. loyalty marketing programs c. trade consumer promotions d. consumer discount programs e. functional consumer discounts
b
Disney offers free membership to Club Penguin in the hope that kids who like the game will ask their parents to pay for the full version. Disney is using which sales promotion tool? a. Sponsorship b. Sampling c. Trade promotions d. In-pack couponing e. Premiums
b
During the preapproach, the salesperson would: a. ask for referrals b. learn as much as possible about the prospect's organization and its buyers c. create point-of-purchase displays d. handle pricing objections e. do all of these things
b
General Motors is offering the sales force at Kings Chevrolet a $100 reward for each Chevy Volt sold in the next 30 days. What type of trade sales promotion is the $100? a. A trade allowance b. Push money c. A selling deal d. Premium payment e. A direct commission
b
Jefferson Smurfit Company is a multibillion-dollar supplier of packaging materials. One of its salespeople rearranged production schedules at three different plants to satisfy an unexpected demand for boxes from General Electric. The salesperson's action is typical of the company's sales philosophy and indicates an emphasis on: a. consultative promotion b. relationship selling c. adaptive selling d. transformational selling e. transactional buying
b
Jel Sert Company makes convenient, durable, and eye-catching packaging. Its salesperson is demonstrating to a manufacturer of sports drinks how Jel Sert's packaging would serve as a silent salesperson for its products. The salesperson is conducting a _____. a. negotiation b. sales presentation c. follow-up d. sales approach e. closing
b
Kinko's has built a long-term business relationship with PeopleSoft in which PeopleSoft awards much of its training and education materials printing to Kinko's. Which promotional activity was most likely used to make this $5 million deal? a. Direct sales management b. Personal selling c. Public relations d. Sales promotion e. Research and development
b
The _____ is a process that describes the homework that must be done by a salesperson before he or she contacts a prospect. a. pre-sales dialogue b. preapproach c. prospect customerization d. closing preamble e. sale profiling procedure
b
The most widely used promotional medium is: a. sampling b. direct mail c. in-store promotions d. rebates e. point-of-purchase promotions
b
Which of the following statements about handling objections is true? a. A professional salesperson should not anticipate objections. b. A salesperson should view objections as requests for more information. c. Objections should not be used to close the sale.
b
_____ is a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in professional or civic organizations. a. People surfing b. Networking c. Co-opting d. Lead intermediation e. Looking for the golden parachute
b
_____ is marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service. a. Publicity b. Sales promotion c. Promotion d. Advertising e. Motivation selling
b
_____ is money offered to channel intermediaries to encourage them to sell the manufacturer's product. a. A trade allowance b. Push money c. A selling deal d. A premium payment e. A direct trade sales promotion
b
_____ is the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement. a. Conciliation b. Negotiation c. Compromise d. Concession e. Dispensation
b
_____ structures for sales force are gaining popularity in today's competitive selling environment for companies that emphasize relationship selling. a. Geographic-based b. Industry- or market-based c. Product-based d. Customer-based e. Buying center-oriented
b
A _____ is a determination of the customer's specific needs and wants and the range of options the customer has for satisfying them. a. stimulus-response continuum b. needs hierarchy c. needs assessment d. NASIC comparison e. sales probability
c
A _____ is a written document or professional presentation that outlines how a company's product will meet or exceed the client's needs. a. customer profile b. needs assessment c. sales proposal d. qualifying document e. forecast of needs
c
All of the following are examples of point-of-purchase promotions EXCEPT: a. television monitors at supermarket checkouts b. shelf talkers c. newspaper inserts d. shelf extenders e. end-aisle and floor-stand displays
c
All of the following are examples of trade sales promotions EXCEPT: a. push money b. store demonstrations c. premiums and coupons d. free merchandise e. trade shows
c
All of the following statements characterize the traditional personal selling approach EXCEPT: a. Traditional selling focuses on closing sales. b. Traditional selling uses short-term follow- ups that focus on product delivery. c. Traditional personal selling takes a team approach to the account. d. Salespeople sell products not advice and assistance. e. Proposals and presentations used emphasize pricing and product features.
c
In traditional selling, more time is spent _____ than in relationship selling. a. qualifying leads b. following up c. handling objections d. approaching the customer and probing needs e. designing and proposing solutions
c
Joe Hamas sells for Rush Beverages. He is trying to convince retailers to carry his company's Ginseng Rush, a new all-natural beverage that delivers an energy punch without caffeine. When he gets retailers to agree to stock his product, he asks them for the names of other retail operations that might be interested in carrying it. He is using _____ to get his sales leads. a. networking b. cold calling c. referrals d. direct marketing e. noncompeting sales
c
One of the major advantages to using point-of-purchase promotion is: a. its low costs b. its ability to create long-term relationships with customers c. the fact it has a captive audience d. its ability to create long-term relationships with intermediaries e. the low monetary requirements
c
Relationship selling is also called: a. long-term selling b. win-win selling c. consultative selling d. experiential selling e. interactive selling
c
Sales departments have traditionally been organized by all of the following EXCEPT: a. geographic region b. product line c. competition d. marketing function e. industry
c
When compared to other forms of promotion, personal selling: a. is more important as the number of potential customers increases b. is more effective in selling frequently purchased products c. can use a message customized to the immediate needs of the customers d. is best for selling simple, low-involvement products e. is less expensive
c
Boeing is one of the largest aircraft manufacturers in the world. The company sells aircrafts to airlines around the world, such as Delta, China Air, and AirFrance. You would expect Boeing to rely on _____ to promote its vessels. a. publicity b. advertising and sales promotion c. sales promotion d. personal selling e. product innovations and direct marketing
d
Point-of-purchase promotions work best for: a. high-involvement products b. purchases that require extensive decision making c. complex products that require technical knowledge to operate d. impulse buys e. expensive products like perfume and jewelry
d
Relationship selling: a. is also called adaptive selling b. is more concerned with making a sale than with developing customer trust c. is more typically used when selling low- involvement products in the consumer market d. emphasizes a win-win outcome
d
The knowledge that most businesses depend on repeat sales is the basis of: a. traditional personal selling b. direct marketing c. all trade promotions d. relationship selling e. product-oriented selling
d
The set of steps a salesperson goes through to sell a particular product is called the: a. P-O-S cycle b. stimulus-response hierarchy c. sales presentation d. sales process e. sales continuum
d
Which of the following statements about the relative amount of time spent in the selling process by different types of salespeople is true? a. A consultative salesperson would spend a lot of time generating leads. b. A traditional salesperson would spend a lot of time following up the sale. c. A relationship salesperson would spend a lot of time handling objections. d. A relationship salesperson would spend a lot of time qualifying leads.
d
_____ involves of determining which sales prospects have a recognized need, buying power, and receptivity and accessibility. a. Prospect examination b. Customerization c. Lead reciprocity d. Lead qualification e. Bird-dogging
d
_____ is direct communication between a sales representative and one or more prospective buyers for the purpose of making a sale. a. Trade promotion b. Sales promotion c. Public relations d. Personal selling e. Direct marketing
d
_____ sales promotions are targeted toward the ultimate end-user market. a. Facilitating b. Intermediary c. Pull d. Consumer e. Trade
d
A salesperson engaged in needs assessment does all of the following EXCEPT: a. researching the industry b. finding out about the competition c. knowing everything there is to know about the customer and its needs d. learning about the product or service e. handling objections
e
A(n) _____ is a statement of sales goals, usually based on sales volume alone. a. breakeven statement b. trend analysis c. order forecast d. account report e. quota
e
All of the following would be a target for a trade sales promotion offered by Rubbermaid, a manufacturer of storage and organization products, EXCEPT: a. a retailer called The Container Store b. a kitchen department in a large discount store c. a wholesaler of plastic storage bins d. a Rubbermaid distributor e. a consumer who needs to organize her college dorm room
e
Lopez is the largest Hispanic-owned meat processor in the United States. To assist retailers in marketing its products, Lopez provides point-of-sale materials and offers special introductory discounts to retailers. Lopez uses: a. functional marketing b. relationship selling c. consumer promotions d. startup marketing e. trade promotions
e
Personal selling is more important than advertising and sales promotion if: a. the products being sold are standardized b. there are many customers for the product being sold c. the product being sold has a low value d. the buyers of the product are extremely dispersed e. the products being sold are technically complex
e
The first step in the selling process is: a. qualifying leads b. approaching the customer and probing needs c. developing and proposing solutions d. making a sales presentation e. generating leads
e
_____ is a price reduction offered by manufacturers to intermediaries such as wholesalers or retailers, in exchange for performance of specified functions or purchasing during special periods. a. A point-of-purchase discount b. Pull money c. A quantity discount d. A functional discount e. A trade allowance
e