MTKG 409 Ch 18

In order to show consumers how well its blenders work and to stimulate sales, Vitamix often sets up temporary booths in stores where they have someone using the blender in a variety of ways. This is an example of a. a demonstration. b. a free sample. c. a merchandise allowance. d. a premium. e. point-of-purchase material.

a. a demonstration.

The difference between consumer sales promotion methods and trade sales promotion methods is a. trade sales promotions attempt to persuade people to buy at particular stores, whereas consumer sales promotions focus on persuading people to buy particular products. b. consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to carry the product and/or to market it more aggressively. c. with trade sales promotion, marketers focus on trading with consumers. d. consumer and trade sales promotions aim at retailers, but only trade sales promotions aim at wholesalers. e. with consumer sales promotion, marketers try to persuade retailers to carry their products.

b. consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to carry the product and/or to market it more aggressively.

Parker is a sales representative for Kashi. Each week he uploads his plans for visiting clients out in the field to a routing and scheduling decisions system. Parker knows that one of the primary goals of routing and scheduling decisions in personal selling is to a. determine the sequence in which customers will be called on. b. minimize non-selling time. c. determine duration of sales calls. d. provide salespeople with an opportunity to plan their own routes and schedules. e. use existing transportation facilities.

b. minimize non-selling time.

John is preparing to evaluate one of his sales representatives, Tessa. His evaluation of her performance for the prior year led to his conclusion that she often lacked key product information at sales presentations. At their upcoming session, he will most likely do which of the following? a. Terminate her b. Increase her sales quotas c. Recommend that she attend a training program d. Decrease the size of her territory e. Ignore this problem given that her sales results were good

c. Recommend that she attend a training program

Which of the following is the best example of a well-stated sales objective? a. Companywide sales should increase by 25%. b. Each salesperson should increase his or her client group by 10%. c. Each salesperson should bring in $25,000 in new sales by November 15. d. The sales force should increase the market share in all markets by December 1. e. Each salesperson should increase the number of calls they make by 20%.

c. Each salesperson should bring in $25,000 in new sales by November 15.

A major disadvantage of personal selling is that it a. is not compatible with other promotional activities. b. cannot easily adjust the message to satisfy a customer's information needs. c. is very expensive per contact. d. does not provide immediate feedback. e. is not remembered as well by customers as advertising messages are.

c. is very expensive per contact.

Personal selling goals include finding prospects, convincing prospects to buy, and a. being aware of competitors' sales activities. b. monitoring new products being developed. c. keeping customers satisfied. d. avoiding repeat transactions. e. seeking one-sale customers.

c. keeping customers satisfied.

______ is a sum of money that a producer gives to a reseller for each unit the reseller buys after an initial promotional deal is over. a. A buying allowance b. Cooperative advertising c. Push money d. A buy-back allowance e. A merchandise allowance

d. A buy-back allowance

Penny promotes pharmaceuticals to pharmacies and doctors' offices. She is best categorized as a. an inside salesperson. b. support personnel. c. a technical salesperson. d. a missionary salesperson. e. a trade salesperson.

d. a missionary salesperson.

Before contacting a prospect, a salesperson for an industrial cleaning equipment company analyzes information about the prospects' product needs, feelings about brands, and personal characteristics. This process is called a. presentation. b. prospecting. c. approaching the customer. d. preapproach. e. follow-up.

d. preapproach.

Inside salespersons generally focus on _______, whereas outside salespersons are more ______. a. building relationships; supportive b. locating prospects and building goodwill; supportive c. team selling; relationship building d. taking orders and following up; consultative e. locating prospects and building goodwill; consultative

d. taking orders and following up; consultative

Which of the following is most likely to stimulate customer loyalty? a. Coupons b. Samples c. Sweepstakes d. Premiums e. Frequent-user incentives

e. Frequent-user incentives

A dealer loader is a. a gift to a retailer who purchases a specified quantity of merchandise. b. a temporary price reduction to resellers for purchasing a certain quantity of merchandise. c. additional compensation to salespeople from the manufacturer to promote a line of goods. d. an agreement in which a producer offers free merchandise to a retailer. e. an advertisement that promotes a product and identifies retailers who sell the product.

a. a gift to a retailer who purchases a specified quantity of merchandise.

A salesperson will be better able to determine the prospect's specific needs by a. listening carefully to questions and comments and watching reactions during the sales presentation. b. using trial closings throughout the sales presentation. c. doing extensive research before the approach and making the sales presentation without adjustment. d. waiting until after the sale to see how the client is enjoying the use of the product. e. making a very thorough and detailed sales presentation about the products and services being offered.

a. listening carefully to questions and comments and watching reactions during the sales presentation.

Recruiting and selection of salespeople should include enough steps to yield the information needed to make accurate selection decisions. However, the stages of the process should be sequenced so that the more expensive steps are a. near the end. b. paid by the prospects rather than the company. c. near the beginning. d. never reached. e. always completed before anything else.

a. near the end.

Sales objectives can do all of the following except a. serve as a deterrent both to salespeople and their clients. b. let the sales force know what is expected of them. c. give the sales force direction and purpose. d. help to control the sales force. e. serve as a standard for evaluating salesperson performance.

a. serve as a deterrent both to salespeople and their clients.

Developing a relationship on the first visit is becoming increasingly important in the _____________ stage of the personal selling process. a. approach b. preapproach c. prospecting d. making the presentation e. overcoming objections

a. approach

Jim is a salesperson for Axalta. His college degree is in engineering, with a minor in physical science. Jim is most likely a(n) a. technical salesperson. b. chemicals order taker. c. trade salesperson. d. support to the sales staff. e. missionary salesperson.

a. technical salesperson.

During the personal selling process, a salesperson, if possible, should handle objections when a. they arise. b. the salesperson begins the sales presentation. c. the salesperson begins the trial close. d. the customer appears to be unhappy or agitated. e. the sales presentation is approximately half completed.

a. they arise.

Coupons have questionable success as an incentive for consumers to try a new brand or product for all of the following reasons except a. Brand loyalty among heavy coupon users has diminished. b. Coupons reward current product users, win back former users, and encourage purchases in larger quantities. c. About three-fourths of coupons are redeemed by people already using the brand on the coupon. d. Many consumers will redeem coupons only for products they would buy anyway. e. Because so many manufacturers offer them, consumers have learned not to buy without some incentive, whether that pertains to a coupon, a rebate, or a refund.

b. Coupons reward current product users, win back former users, and encourage purchases in larger quantities.

Elias, a sales representative, is returning from a week on the road. One of his activities this week is to develop ____, which are designed to identify the customers called on and to present detailed information about interaction with those clients. a. recall files b. feedback notices c. sales invoices d. call reports e. expense reports

d. call reports

Vanessa works as a salesperson and spends most of her time focusing on existing accounts, calling people to follow up on previous sales to see if they are interested in making an additional purchase. Vanessa's job function is best described as a. missionary sales. b. order taking. c. trade sales. d. current-customer sales. e. new-business sales.

d. current-customer sales.

A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during a. prospecting. b. overcoming objections. c. presentation preparation. d. the approach. e. the preapproach.

e. the preapproach.

_______ is an activity or material, or both, that acts as a direct inducement, offering added value or incentive for the product, to resellers, salespeople, or consumers a. Personal selling b. Public relations c. Advertising d. Publicity e. Sales promotion

e. Sales promotion

Kevin Esposito, a salesperson for O'Malley Office Products, develops a list of potential customers and evaluates them on the basis of their ability, willingness, and authority to purchase copy machines. This process is called a. customer evaluation. b. customer search. c. preapproach. d. customer pre-approval. e. prospecting.

e. prospecting.