marketing ch 16 (exam 4)

__________________________ represents a company to customers by preforming one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building

a salesperson

What are the four elements of a compensation plan for salespeople?

a fixed amount ( salary) , a variable amount (commissions or bonuses) , expenses, and fringe benefits

what happens in the presentation step of the personal selling process?

a salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems

Cabela's stores are as much natural history museums for outdoor enthusiasts as they are retail outlets. This information indicated that Cabela's is practicing __________________

experiential retailing

specialty stores carry ____________ with _______________ within them

narrow product lines; deep assortments

Overstock.com, a Web seller that buys furniture, clothing, electronics, and more from a variety of producers at less-than-regular wholesale prices and then charges customers less than retail, is a(n) ________

off-price retailer

________________________ involves presentations by the firm's sales force for the purpose of engaging customers, making sales, and building customer relationships

personal selling

Trade promotion 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

When the only goal of personal selling is to close a​ sale, a company is using​ a(n) __________ approach.

transaction-oriented

sales force management steps

- designing sales force strategy and structure - recruiting and selecting salespeople - training salespeople - compensating salespeople - evaluating salespeople

regarding social selling:

- has dramatically changed the customer buying process - helps in nurturing customer relationships - can produce big organizational benefits for sales forces - provides salespeople with powerful tools for identifying prospects

what are training program goals?

- salespeople need to know about customers and how to build relationships with them - teach them how to sell effectively and train them in the basics of the selling process - need to know and identify with the company, its products, and its competitors

What is the first decision made in sales force​ management?

Designing sales force strategy and structure

an objective for business​ promotions?

Generating business leads

Social selling has ___________ changed the fundamentals of selling

NOT

One study found that the best salespersons have four traits in​ common: intrinsic​ motivation, a disciplined work​ style, the ability to close a​ sale, and the ability to build relationships with customers. Knowing this would be most useful at which stage of sales force​ management?

Recruiting and selecting salespeople

In a territorial sales force structure, salespeople ______________________

are assigned to an exclusive geographic territory to sell the company's full line

Consumer promotion is a sales promotion tool used to ______________________

boost short-term customer buying and involvement or enhance long-term customer relationships

____________________ is a sales promotion tool used to generate business leads, stimulate purchases, reward customers, and motivate salespeople

business promotion

a sales contest is considered a part of ________________

business promotions - a contest for salespeople or dealers to motivate them to increase their sales performance - motivate and recognize good company performers. Awards include​ trips, cash​ prizes, or other gifts. Some companies award points for good performance.

Home Depot and PetSmart are examples of ________________

category killers

what are coupons

certificates that save buyers money when the purchase specified products

Follow- up is the sales step in which a salesperson ______________________

checks in with the customer after the sale to ensure customer satisfaction and repeat business

The aim of​ transaction-oriented marketing is to help salespeople​ __________.

close a specific sale

____________________ is the sales step in which a salesperson asks the customer for an order

closing

Toro ran a preseason promotion on its snowblower models offering a rebate if the snowfall in the​ buyer's market area turned out to be below average. This is an example of​ __________.

consumer promotion - rebates offer price reductions after the purchase or rental is made

tools that can be used as both consumer and trade promotions

contests, premiums, and displays

what is event marketing

creating a brand-marketing event or serving as a sole or participating sponsor of evens created by others

Procter​ & Gamble organizes its sales reps into​ teams, and each team is assigned to a major account​ (such as Safeway or​ Walmart). Which type of sales force structure is​ P&G using in this​ example?

customer

___________ refers to a sales force organization in which salespeople specialize in selling only to certain customers or industries

customer sales force structure

The concept of​ salesperson-owned loyalty means that​ __________.

customers become loyal to salespeople as well as the companies they represent

Some companies still treat sales and marketing as separate functions. One effect this can have is to​ __________.

damage customer relationships

until retailers _____________________ their markets, they cannot make consistent decisions about product assortment, services, pricing, or adversiting

define and profile

_____________ sell standard merchandise at lower prices by accepting lower margins and selling higher volume

discount stores

Sales​ reports, call​ reports, and expense reports are all used in the process of​ __________ salespeople.

evaluating

Delta Faucet partnered with Warrior​ Dash, which sponsored several 5k mud run races around the country over the summer. At each​ event, Delta built a huge custom shower​ station, complete with 184 Delta​ showerheads, where​ mud-soaked competitors could meet and wash off after the race. This is an example of which type of​ promotion?

event marketing

________________________ is creating a brand- marketing event or serving as a sole or participating sponsor of events created by others

event marketing

_____________________ is the sales step in which a salesperson checks in with the customer after the sale to ensure customer satisfaction and repeat business

follow up

a kind of organization that best represents a contractual association based on some unique product or service, a method of doing business, or a trade name or goodwill?

franchise

What is the focus of the selling​ process?

getting new customers

an objective of trade promotions

getting retailers to carry new items and more inventory

objectives of trade promotions

getting retailers to carry new items and more​ inventory, buy​ ahead, or promote the​ company's products and give them more shelf space.

After the presentation and demonstration step in the sales​ process, a salesperson should next be prepared to​ ________.

handle objections

____________________________ is the sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying

handling objections

Product sales force structure refers to a sales force organization _______

in which salespeople specialize in selling only a portion of the company's products of lines

customer sales force structure refers to a sales force organization __________________

in which salespeople specialize in selling to only certain customers or industries

In complex selling​ situations, personal selling can be very effective because it is​ __________.

interpersonal

In complex selling​ situations, personal selling can be more effective than advertising because it is​ ________.

interpersonal - Advertising is nonpersonal. Because personal selling is​ interpersonal, salespeople can probe customers to learn more about their problems and then adjust the marketing offer and presentation to fit each​ customer's special needs

describe sales force management

involves analyzing, planning, implementing, and controlling sales force activities

What actions can a company take in order to bring marketing and sales functions together?

let brand managers tag along on sales calls - Brand managers and researchers can tag along on sales call or sit in on sales planning sessions. This is advantageous because salespersons can provide firsthand knowledge about​ customers, including their likes and dislikes increasing communication between the two groups by arranging joint meetings and spelling out communication channels

Approach is the sales step in which a salesperson ___________

meets the customer for the first time

Most companies today want their salespeople to​ ________, which means demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company

practice value selling

_____________________ is the sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call.

preapproach

One consumer promotion tool is​ __________, which are goods offered free or at a low cost as an incentive to buy a product.

premiums

One consumer promotion tool is​ ________, which are goods offered free or at a low cost as an incentive to buy a product.

premiums - may come inside the package​ (in-pack), outside the package​ (on-pack), or through the mail. - , ranging from toys included with​ kids' products to phone cards and DVDs

___________________________ 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

presentation

At which step of the personal selling process does the salesperson tell the​ "value story" to the​ buyer, showing how the​ company's offer solves the​ customer's problems?

presentation and demonstration

Single packages sold at a reduced price​ (such as two for the price of​ one) or two related products banded together​ (such as a toothbrush and​ toothpaste) are examples of which consumer promotion​ tool?

price packs ("cents-off deals")

________________ refers to a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines

product sales force structure

__________ identifies qualified potential customers and is the first step of the personal selling process.

prospecting

the selling process can best be described as ______________

prospecting and qualifying, preapproach, presentation and demonstration, handling objections, closing, and follow up

The first step in the personal selling process is _____________

prospecting, which deals with identifying the right customers - intent is to approach the right type of potential customers

Many manufacturers have to pay retailers to get shelf space. This is an example of which type of​ promotion?

push money

___________________________ involves analyzing, planning, implementing, and controlling sales force activities

sales force management

An inside sales force is ______________________.

salespeople who conduct business form their offices via telephone, online and social media interactions, or visits from prospective buyers

what is the name for the steps that salespeople follow when selling?

selling process

describe sales promotion

short-term incentives to encourage the purchase or sales of a product or service

Once the company has set its​ structure, what is the next strategic decision it​ faces?

sizing the sales force

According to the​ text, what is the​ fastest-growing sales trend​ today?

social selling

Helping salespeople to "work smart" by doing things in the right ways is the goal of ____________

supervision

Helping salespeople to open double quotework smartclose double quote by doing the right things in the right ways is the goal of​ __________, whereas getting them to work hard is the goal of​ __________.

supervision; motivation

__________uses people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts

team selling

During a sales​ presentation, which of the following would best fit a relationship marketing​ approach?

tell a value story

If the company sells only one product line to one industry with customers in many​ locations, it would use a​ ________ sales force structure.

territorial

what is true regarding salespeople

the best salespeople are the ones who work closely with customers for mutual gain - Salespeople listen to their​ customers, assess customer​ needs, and organize the​ company's efforts to solve customer problems.

considerations for decision making in designing the full sales promotion​ program

the length of the program the size of the program how to promote the promotion conditions for participation

who are the best salespeople

the ones who work closely with customers for mutual gain

in many cases, salespeople serve two masters------

the seller and the buyer - First, they represent the company to customers. At the same​ time, salespeople represent customers to the company.

the goal of compensation plans

to attract good salespeople, motivate them, and direct their activities

what is the goal of recruitment?

to attract qualified applicants for sales positions within a company

what is the goal of motivation

to encourage sales people to "work hard" and energetically toward sales force goals

Team selling _______________________________

uses people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts