sales 1

The biggest complaint that manufacturers have about independent representatives is

they do not spend enough time selling the manufacturer's products.

All of the following statements accurately reflect factors that pertain to need-satisfaction selling except

this method focuses on the salesperson and his/her understanding of the customer's needs.

Salespeople who are customer oriented, honest, dependable, competent, and likable are in a good position to establish

trust.

Which of the following is not an example of an organizational need that might be important in a purchase situation?

Desire job security.

On which of the following criteria does sales still need progress in order to be considered a true profession?

Adhering to a uniform ethical code.

Both costs to serve the customer and commitment between buyer and seller are highest with this type of relationship strategy.

Collaborative Relationship

Which of the following statements regarding organizational buying situations is true?

Buyers facing a new-task buying situation will typically use a lengthy process to collect and evaluate purchase information.

Which of the following statements regarding sales organization structure is false?

Developing a sales organization structure is typically more difficult than implementing a change in sales organization structure.

Which of the following statements relating to industrial distributors is false?

Distributors should not be treated as customers.

Which of the following is not a type of sales channel strategy outlined in the text?

Door-to-door selling

Which of the following statements regarding a buying center is true?

Each individual may perform more than one buying center role.

In the simplest type of sales organization structure, the following situation would exist:

Each salesperson is responsible for selling all the company's products to all types of accounts.

As the evolution of personal selling continues, which of the following is not a predicted salesforce response to an expected change?

More sales dollars will be spent on advertising.

According to the text, which of the following is not one of the exchange processes occurring between a selling firm and a buying firm?

empathy

Which of the following is not a typical skill required for trust-based relationship selling?

financial planning

Which of the following is not one of the characteristics of collaborative relationships?

focus on selling products

Porter's classification scheme for business unit strategies is referred to as

generic business strategies.

If the sales organization objective is to reduce selling costs and maintain profitable accounts, then the SBU market share objective is likely to be

harvest.

If the sales organization objective is to maintain sales volume, secure additional outlets and concentrate on targeted segments, then the SBU market share objective is likely to be

hold.

The basic idea behind specialization is that

if individuals can concentrate on a limited number of activities, they can become experts on those tasks.

According to the text, when salespeople alter their sales messages and behaviors during a sales presentation or as they encounter different sales situations they are using

adaptive selling.

An example of one effect of integration of advertising and personal selling would be

advertising is used to generate sales leads, which are then turned over to the salesforce to close the sale.

For most marketing communications strategies, the main communication tools are

advertising or personal selling.

The concept buying center can be defined as

all individuals from a firm that participate in any particular buying decision.

The strategic business unit portfolio can be defined as

all of the corporation's strategic business units.

The mental-states, or formula approach, to personal selling assumes that buyers must be led through four mental states, which occur in this order:

attention, interest, desire, action.

A classic article on personal selling published by the Harvard Business Review in 1947 called for salespeople to increase the effectiveness of their sales efforts by

improving their professional demeanor.

Independent representatives can be characterized as

independent sales organizations that sell complementary, but noncompeting, products from different manufacturers.

The sales process is usually described as a series of ____ steps.

interrelated

All of the following are nonselling trade show objectives except

introduce new products.

The sales process begins with

locating qualified prospective customers.

Major advantages of personal selling include all of the following except

low cost-per-contact.

A company that strives for tight cost and overhead control and maintains a high market share is probably using this business unit strategy:

low cost.

Which of the following is a key decision area for marketing strategy?

marketing mix development.

Personal-selling driven marketing communications strategies are most appropriate when

message flexibility is important.

The ________ provides direction for strategy development and execution throughout the organization.

mission statement

Changes in the definition of SBUs can affect the personal selling function in all of the following ways except

more sales managers will always have to be hired.

The problem-solving view of personal selling is an extension of

needs-satisfaction selling.

The buying situation that poses the most problems for the buyer is the

new task buying situation.

A low overall market share with domination in a particular region or segment is usually indicative of a company employing this business unit strategy:

niche.

True salespeople, those who earned a living from selling, did not exist in any sizeable number until

the Industrial Revolution in England.

According to the text, in considering the responsibility for revenue production, salespeople usually feel the brunt of the pressure along with

the firm's management staff.

A sales channel strategy can be defined as

the methods by which accounts receive selling effort.

Personal selling driven strategies are appropriate when

the product is complex.

The most important part of the salesperson's job is

the sales process.

A target market can be defined as

the specific market segment to be served by a particular product.

Predecessors of contemporary marketers included all of the following except

gypsies

The basic purpose of defining strategic business units is to

divide the corporation into parts to facilitate strategic analysis and planning.

Which of the following statements pertaining to the stimulus-response form of personal selling is true?

An example of the stimulus-response sales strategy would be the continued affirmation method.

Which of the following is false with regards to customer relationship management (CRM)?

CRM is a business strategy to select and manage all customer relationships.

Which of the following is not an advantage of using independent sales representatives over company salesforces?

Companies can maintain better control over the rep's selling activities than they can over a company salesforce.

Which of the following is not one of the four basic approaches to personal selling that was identified three decades ago?

Contingency-selling

____________ is a method in which a series of questions or statements furnished by the salesperson is designed to condition the perspective buyer to answering "yes" time after time, until it is hoped, he or she will say "yes" to the entire sales proposition..

Continued affirmation

Which one of the following is not a stage in the problem-solving approach to selling?

Follow up the sale with additional product offerings.

At lower sales levels, using a company salesforce will normally be more cost-effective than using a rep organization.

Frequency

Which of the following statements regarding the marketing communications mix is false?

In consumer marketing situations, the preferred marketing communications tool is personal selling.

Which of the following statements regarding independent representatives is false?

Independent representatives are compensated on a straight salary basis.

What is the major disadvantage of personal selling?

It costs a lot to reach each member of the audience.

___ _ is the only promotional tool that consists of personal communication between seller and buyer.

Personal selling

If the sales organization objective is to minimize selling costs and clear out inventory, then the SBU market share objective is likely to be

divest/liquidate.

__ __ and __ __ are typically responsible for strategic decisions at the account level.

Sales managers, salespeople

Which of the following is not part of the sales process model outlined in the text?

Selling situation

Which of the five views of personal selling is considered to be the simplest?

Stimulus-response

Which of the following statements regarding telemarketing is false?

Telemarketing is more effective than field selling.

Which of the following is NOT true concerning the successful professional salesperson of today and the future:

Tends to provide pressure to convince customers what is best for them.

The importance of developing a partnership with distributors has been emphasized in the text. Which of the following situations would strengthen this relationship?

The manufacturer provides its distributors with market information to help them succeed.

Which of the following statements regarding the straight-rebuy buying situation is false?

The organization wants to collect additional information and may make a change when purchasing a replacement product.

Which of the following marketing mix situations would not indicate that an emphasis in personal selling would be appropriate?

The product needs to be "pulled" through the channel of distribution.

Both costs to serve the customer and commitment between buyer and seller are lowest with this type of relationship strategy.

Transaction Relationship

During the early part of the twentieth century there was widespread interest in how to reduce the cost of sales. Many believed that this could be done by

distributing much larger quantities of goods with less motion.

A canned sales presentation can be described as

a sales presentation that is very structured and generally based on a written script.

One definition of an SBU is

a single product or brand, a line of products, or a mix or related products that meets one or more related market needs, with the unit's management responsible for all (or most) of the basic business functions.

A company's marketing communications strategy consists of a mixture that includes all of the following except

distribution intensity.

Given the increasing importance of building trust with customer and an emphasis on establishing and maintaining long-term relationships, salespeople should do all of the following EXCEPT

be willing to grant preferential price discounts.

While accountants and financial staff are concerned with profitability in terms, salespeople are primarily concerned with profitability in terms.

bottom-line, top-line

If the sales organization objective is to build sales volume and secure distribution outlets, then the SBU market share objective is likely to be

build.

If buying-center members want to reduce purchase risk and protect job security, they might

buy the product with the most well known brand name.

Sales strategy should be based on an understanding of all of the following critical elements of organizational buyer behavior except

buying discrimination.

Salespeople have contributed to the economic growth of the United States in two basic ways:

by stimulating economic transactions and increasing the diffusion of innovation.

The individual needs that come into play in an organizational-buying situation tend to be

career related.

Industrial distributors can be characterized as

channel middlemen that take title to the goods.

A ___ _ selling strategy is the most appropriate strategy to use with a partnership relationship strategy.

consultative

A personal selling approach that involves helping customers reach their strategic goals by using the products, services and expertise of the sales organization is called

consultative selling.

Chester Sykes, a new business account executive for Information Handling Services suggests that salespeople should use ____________ to begin building a relationship based on identifying and satisfying potential clients' needs.

consultative selling.

As a salesperson, you are expected to

contribute to the success of the buyer's firm.

Need-satisfaction personal selling is based on the notion that

customers purchase to satisfy a particular need or set of needs.

According to the text, all of the following occur when initiating customer relationships except

delivering the sales presentation.

By creating something perceived industry wide as being unique, a company is employing the ____ business unit strategy.

differentiation

Salespeople have the following relationship with revenue in most business firms:

direct.

The most important part of marketing communications in terms of money spent by most business firms is

personal selling.

The preferred marketing communications tool for business marketing is

personal selling.

When practicing trust-based relationship selling, salespeople should do all of the following except

practice stimulus-response selling.

Roles that buying-center members might play in a particular purchasing decision include all of the following except

producers.

The company's marketing strategy includes a marketing mix, which is a mixture of all of the following except

production strategies.

If the market share objective is harvest, the primary sales tasks include all of the following except

provide product/market feedback.

Advertising driven marketing communications strategies are most appropriate when

repetitive contact is important.

If the sales organization objective is to build sales volume and secure distribution outlets, then the recommended compensation system is

salary plus incentive.

If the sales organization objective is to minimize selling costs and clear out inventory, then the recommended compensation system is likely to be

salary.

An organizational structure concept where individuals concentrate on performing some of the required activities to the exclusion of other tasks is

specialization.

____ is (are) ranked as the most important marketing communications tool in consumer markets while ____ is ranked as the most important marketing communications tool in business markets.

television ads, personal selling