Chapter 13
After recruiting and selecting salespeople, what is the next major step in sales force management?
Training salespeople
What are the four elements of a compensation plan for salespeople?
A fixed amount, a variable amount, expenses, and fringe benefits
At which step in the personal selling process does a salesperson meet the customer for the first time?
Approach
________ promotions are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.
Business
Which of the following are common trade promotion tools?
Discounts, free goods, allowances and free advertising specialty items
Which of the following statements about coordinating marketing and sales is correct?
Coordinating marketing and sales can be improved by increasing communication between the two groups.
What is the final step in the seven-step personal selling process?
Follow-up
Which of the following statements about personal selling is correct?
Many customers are unable to distinguish the salesperson from the company.
What is the first step in the personal selling process?
Prospecting and qualifying
What is the fastest growing sales trend today?
Social selling
Depending on the type of promotion, a marketer develops and implements the sales promotion program by using three key promotion tools. These include ______________.
consumer promotion tools, trade promotion tools or business promotion tools
Sales promotion campaigns call for setting sales promotion objectives. In general, sales promotions should be ________.
consumer relationship building
As an element of the promotion mix, the sales force is ________ and carrying out such activities as prospecting, communicating, selling and servicing, and information gathering.
effective in achieving certain marketing objectives
With companies becoming more market-oriented, the sales force plays a key role in ________ and __________________________.
engaging customer; developing and managing profitable customer relationships
After the presentation and demonstration step in the sales process, a salesperson should next be prepared to _______.
handle objections
In complex selling situations, personal selling can be more effective than advertising because it is ______________.
interpersonal
After sales promotion campaign objectives are set, the next steps are ________, __________, and then __________________________.
selecting tools; developing and implementing the sales promotion program
The fastest-growing sales trend is the explosion in ________, which is using online, mobile and social media in selling.
social selling
Strong relationships with the salesperson will result in ________.
strong relationships with the company and its products
Helping salespeople to "work smart" by doing the right things in the right ways is the goal of which area of sales force management?
supervision
To overcome the many obstacles Medtronic faced in winning the large hospital's business, Dominic worked diligently to demonstrate his dependability. He showed the hospital how his product would create efficiencies and he made himself available to the doctors 24 hours a day, seven days a week. In so doing, Dominic was practicing ________.
value selling
To set its sales force size, a company can first group accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times. This is called the ______ approach.
workload
Marketers should work to measure the returns on their sales promotion investments. What is the most common time to perform the evaluation?
Before, during and after a promotion
A particularly rewarding aspect of Dominic's sales job is that it requires him to check in on patients after their heart surgeries to make sure that their Medtronic pacemakers and defibrillators are working well. This corresponds to what phase of the selling process?
Follow-up
It's time for the Super Bowl, and the end-of-the-aisle displays at the supermarket feature chips, dips, and soft drinks. What type of sales promotion tool is this?
Point-of-purchase
The typical personal selling process consists of seven specific steps. The steps in the selling process are ________. The aim is to help salespeople close a specific sale with a customer.
transaction-oriented
The seven-step selling process takes a(n) __________ approach to selling. In other words, its aim is to help salespeople close a specific sale with a customer.
transaction-oriented
Closing a sale with a particular customer is a short-term ________ orientation, but the selling process must also take a ________ orientation and look at the long term.
transactional; relationship
What is the first decision made in sales force management?
Designing sales force strategy and structure.
Which of the following lists the six major sales force management decision steps in their correct order?
Designing sales force strategy and structure, recruiting and selecting salespeople, training salespeople, compensating salespeople, supervising salespeople, and evaluating salespeople
High sales force costs necessitate an effective sales management process consisting of which of the following steps?
Designing sales force strategy and structure, recruiting and selecting, training, compensating, supervising, and evaluating salespeople and sales force performance
Which of the following are 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
Which of the following statements regarding sales promotions is correct?
In the current economy, consumers have become more deal oriented.
Which consumer promotion tool is like coupons except that the price reduction occurs after the purchase rather than at the retail outlet?
Rebates
Which of the following statements is true regarding salespeople?
The best salespeople are the ones who work closely with customers for mutual gain.
Which of the following statements about sales promotions is correct?
The growing use of sales promotion has resulted in promotion clutter.
Which of the following occurs during the presentation step in the personal selling process?
The salesperson tells the buyer a value story.
________ selling requires listening to customers, understanding their needs, and carefully coordinating the whole company's efforts to create lasting relationships based on customer value.
Value
What are the four sales force structures a company can use?
Territorial, product, customer, and complex
Promotional tools offered to consumers include ________.
rebates, coupons, price packs, and samples
Personal selling can be very effective in complex selling situations because it involves ________ interactions and engagement between salespeople and individual customers.
interpersonal
The sales force sells products by engaging customers, presenting its offerings, answering objections, negotiating prices and terms, closing sales, servicing accounts, and ________.
maintaining account relationships
In most cases, the company is not simply seeking a sale. Rather, it wants to engage the customer over the long haul in a ________.
mutually profitable relationship
The ________ are providing salespeople with powerful tools for identifying and learning about prospects, engaging customers, creating customer value, closing sales, and nurturing customer relationships.
new digital technologies
Ultimately, ___________________technologies are helping to make sales forces more efficient, cost effective and productive.
online, mobile and social media
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
During the __________ phase of the sales process, Dominic researched and identified a number of key factors that might preclude the hospital and doctor from considering the Medtronic product line.
pre-approach
One consumer promotion tool is _______, which are goods offered free or at a low cost as an incentive to buy a product.
premiums
GE Healthcare employs different sales forces for diagnostic imaging, life sciences, and integrated IT products and services. GE Healthcare has adopted a(n) ______ sales force structure.
product
Personal selling involves a multiple-step process. The first step includes ______________ and the last step is _______________________.
prospecting and qualifying; follow-up
Justin, Inc., a U.S.-based watch manufacturer, sells its products in China, Russia, France, and India. To manage sales, Justin appoints a number of sales representatives to each location. Justin has adopted a ________ sales force structure.
territorial
