Chapter 16

A company can unite its marketing and sales functions through all of the following activities EXCEPT ________. A) assigning a telemarketer the task of visiting a customer B) arranging joint meetings to clarify all aspects of communication C) appointing a chief customer officer to oversee both departments D) having a salesperson preview ads and sales-promotion campaigns E) sending brand managers on sales calls with a salesperson

A

A salesperson in the prospecting stage most likely identifies potential customers through all of the following methods EXCEPT ________. A) referrals from competing salespeople B) referrals from current customers C) referrals from dealers D) referrals from suppliers E) cold calling

A

According to a survey of purchasers, ________ and ________ skills are the most important qualities for a salesperson. A) listening; problem-solving B) presentation; listening C) candor; problem-solving D) concern; interpersonal E) presentation; problem-solving

A

An IBM sales representative is giving a product demonstration to a Best Buy representative. Assisting with the demonstration are an engineer, a financial analyst, and an information systems specialist. If IBM wins the Best Buy account, then all four IBM representatives will service the Best Buy account. This is an example of ________. A) team selling B) territorial selling C) inside selling D) prospecting E) sales promoting

A

An insert in a Land's End catalog offers free shipping on your next purchase. This is an example of a ________. A) sales promotion B) POP promotion C) trade promotion D) price pack E) premium

A

How do e-learning centers, such as the one developed by International Rectifier, help salespeople make sales? A) Salespeople can refresh their knowledge about company products prior to making sales calls. B) Salespeople can attend training sessions from their home offices, which saves time and money. C) E-learning centers enable salespeople and customers to interact through Web conferencing. D) Evaluation diagnostic tools in e-learning centers help managers monitor sales personnel. E) E-learning centers provide product information to current customers.

A

Instead of creating only short-term sales or temporary brand switching, ________ should reinforce a product's position and build long-term customer relationships. A) sales promotions B) promotion clutter C) public relations D) trade promotions E) advertising

A

Johnson Business Solutions, Inc., maintains one sales force for its copy machines and a separate sales force for its computer systems. Johnson Business Solutions utilizes a ________ structure. A) product sales force B) customer sales force C) territorial sales force D) a combination of B and C E) complex sales force

A

The process of receiving drug marketing information through product Web sites is known as ________. A) e-detailing B) e-learning C) Web conferencing D) Web interfacing E) automated selling

A

Mary Conti is sales manager for National Computer Training. She wants to evaluate the performance of her sales force that is responsible for the New England territory. Mary will most likely review all of the following in her evaluation EXCEPT ________. A) call plans B) sales reports C) call reports D) expense reports E) territorial sales and profit reports

A

Of the three typical types of sales force structures, which one is often supported by many levels of sales management positions in specific geographical areas? A) territorial B) product C) customer D) complex systems E) A and B

A

Sales ________ encourage a sales force to make a selling effort that is above and beyond the normal expectation. A) contests B) quotas C) meetings D) reports E) plans

A

Trade shows offer manufacturers the opportunity to do all of the following EXCEPT ________. A) establish a sales contest B) find new sales leads C) contact customers D) introduce new products E) educate customers

A

What do many companies use to determine sales force size? A) the workload approach B) product availability C) demographic characteristics of the sales force D) the outside sales force method E) profit margin

A

Which consumer promotion offers consumers the chance to win something by presenting them with an item such as a scratch-off card or a bingo number ? A) game B) contest C) price pack D) sweepstakes E) point-of-purchase promotion

A

Which of the following consumer promotion tools is the MOST costly for companies ? A) samples B) coupons C) premiums D) cash refunds E) price packs

A

Which of the following elements of the promotion mix involves making personal connections with customers for the purpose of making sales? A) personal selling B) advertising C) e-commerce D) publicity E) public relations

A

Which of the following most likely explains why companies are adopting the team selling approach to service large, complex accounts? A) Products have become too complicated for one salesperson to support. B) Customers prefer dealing with many salespeople rather than one sales representative. C) Salespeople prefer working in groups because of the opportunity for flex hours and job sharing. D) A group of salespeople assigned to one account is cost effective for corporations. E) Fewer skilled salespeople are working in the high-tech industry.

A

A company that treats its salespeople as valuable contributors with unlimited income opportunities has developed a(n) ________ that will have fewer turnovers and higher sales force performance. A) sales force system B) organizational climate C) compensation package D) sales structure E) workload

B

A salesperson who researches a company's buying styles and product line is most likely in the ________ stage of the selling process. A) prospecting B) preapproach C) approach D) presentation E) closing

B

A salesperson's ________ is often related to how well he or she meets a sales quota. A) profit-sharing plan B) compensation C) call report D) sales report E) expense report

B

A(n) ________ is a salesperson's write-up of his or her completed sales activities. A) call plan B) call report C) sales report D) expense report E) time-and-duty analysis

B

According to research, which of the following is one of the four key talents a successful salesperson must possess? A) managerial skills B) disciplined work style C) aggressive personality D) technological know-how E) fluency in a second language

B

An example of a(n) ________ is a five-foot-high cardboard display of Tony the Tiger next to Frosted Flakes cereal boxes. A) sample B) POP promotion C) POP pack D) advertising promotion E) premium

B

Consumers are increasingly ignoring promotions and not making immediate purchases because of ________. A) advertising specialization B) promotion clutter C) promotional marketing D) advertising clutter E) promotion fatigue

B

Firms that have adopted sales force automation systems most likely use all of the following tools EXCEPT ________. A) customer-contact and relationship management software B) time-and-duty analysis software C) smart phones D) laptop computers E) Webcams for videoconferencing

B

How would a customer sales force structure benefit Reliable Tool? A) It would decrease the amount of travel required of each Reliable Tool salesperson. B) It would enable ReliableTool salespeople to build close relationships with clients. C) It would help Reliable Tool salespeople become experts on the specific parts they sell. D) It would allow Reliable Tool management to better supervise and evaluate its salespeople. E) It would eliminate the need for telemarketers and sales assistants at Reliable Tool .

B

Members of a company's ________ conduct business from their offices using telephones, e-mails, or visits from prospective buyers to generate sales. A) outside sales force B) inside sales force C) complex sales force D) customer sales force E) product sales force

B

Of the main consumer promotion tools, which is the MOST effective for introducing a new product or creating excitement for an existing one? A) coupons B) samples C) cash refunds D) price packs E) contests

B

Sales have been slow recently at B & B Materials, so management has organized a training program to improve the performance of its sales force. Which of the following would most likely lead to improved sales for B & B Materials? A) tests to measure the analytic and organizational skills of the sales force B) information about the marketing strategies used by competitors C) tests to identify the personality traits of sales force members D) a time-and-duty analysis for each salesperson E) instructions on completing expense reports

B

Sales promotions are targeted toward all of the following EXCEPT ________. A) retailers B) investors C) final buyers D) business customers E) members of the sales force

B

Value merchant salespeople document and demonstrate the superior value of their products and services in hopes of ________. A) earning business from customers based on low prices B) gaining long-term business from customers C) closing deals quickly to meet team sales quotas D) gaining short-term sales that increase annual sales volume E) challenging customers to find better deals for products and services

B

What is the term used to identify the individuals in a company who travel to call on customers in the field? A) product sales force B) outside sales force C) inside sales force D) complex sales force E) customer sales force

B

When a company sets out to analyze, plan, implement, and control sales force activities, the company is undertaking ________. A) sales design B) sales force management C) group sales efforts D) co-op selling and advertising E) promotional objectives

B

Which of the following is the LEAST relevant characteristic that a salesperson should consider when qualifying a prospect? A) financial ability B) longevity in the market C) special needs D) location E) volume of business

B

Which type of sales approach is best for today's customers who expect answers, results, and useful products? A) hard-sell B) customer-solution C) razzle-dazzle D) sales development E) personal relationship

B

________ are goods offered either free or at low cost as an incentive to buy a product. A) Coupons B) Premiums C) Price packs D) Cash refund offers E) Point-of-purchase promotions

B

A sales ________ is the standard that establishes the amount each salesperson should sell and how sales should be divided among the company's products . A) goal B) task C) quota D) incentive E) contest

C

A salesperson who would be categorized as a value spendthrift has which of the following behaviors? A) believes management pursues a value-driven strategy B) regularly gains more business at the same price C) concedes on price in order to quickly close sales deals D) documents claims to customers about superior monetary value E) explains to the firm that it needs more evidence of excellent value

C

All of the following are disadvantages of the team selling approach EXCEPT ________. A) Selling teams can overwhelm customers. B) Many salespeople are unaccustomed to working with others. C) Selling teams increase costs and are time consuming. D) Individual contributions and compensations can be difficult to assess. E) Most salespeople are trained to excel in individual performance.

C

Commissions or bonuses that a salesperson receives from a company are categorized as the ________. A) base salary B) fixed amount C) variable amount D) fringe benefit E) pension plan

C

Companies are increasingly moving away from high commission compensation plans because such plans often lead to salespeople ________. A) undermining the work of the inside sales team B) ignoring management and marketing objectives C) being too pushy and ruining customer relationships D) working multiple sales jobs to maximize their income E) spend too much time traveling between customers

C

Companies that use a customer sales force structure organize their salespeople by ________. A) product B) territory C) industry D) demand E) hierarchy

C

During the hiring process, companies that test sales applicants typically measure all of the following abilities EXCEPT ________. A) sales aptitude B) organizational skills C) accounting skills D) analytical skills E) personality traits

C

Marlene Arau is a member of the sales force at Urban Fashions, a clothing manufacturer. Marlene is preparing for a first meeting with a wholesaler who is a potential customer. Marlene is learning as much as she can about the wholesaler's organization. Marlene is in the ________ step of the personal selling process. A) prospecting B) qualifying C) preapproach D) approach E) handling objections

C

Prospecting is the step in the selling process in which the salesperson ________. A) gathers information about a prospective customer before making a sales call B) meets the customer for the first time C) identifies qualified potential customers D) tells the product's "value story" to the customer E) clarifies and overcomes customer objections to buying

C

Reliable Tool management is in the process of evaluating its salespeople to make sure they are value merchants instead of value spendthrifts. Which of the following describes a Reliable Tool salesperson who is a value merchant? A) The salesperson gives products away for free in order to close a deal. B) The salesperson sells primarily on price comparisons with competitors. C) The salesperson routinely gains more business at the same price. D) The salesperson informs management that customers only care about price. E) The salesperson regularly trades more business for lower prices.

C

Stahl, Inc., has 1,000 Type-A accounts, each requiring 28 calls per year, and 2,200 Type-B accounts, each requiring 15 calls per year. If each salesperson at Stahl, Inc., can make 1,500 sales calls per year, approximately how many salespeople will be needed? A) 31 B) 35 C) 41 D) 45 E) 48

C

Technologies such as CDs, DVDs, handheld computers, interactive white boards, and laptop computers enable salespeople to enhance the ________ stage of the selling process. A) prospecting and qualifying B) preapproach C) presentation and demonstration D) closing E) follow-up

C

The growing trend of using a group of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts is known as ________ selling. A) department B) multiple C) team D) personal E) simultaneous

C

The sales force at Messimer Computing recently began telemarketing and Web selling. How will telemarketing and Web selling most likely benefit Messimer Computing? A) The inside sales force of Messimer will receive better compensation than the outside sales force. B) Messimer sales reps will need to spend less face-to-face time with large, high-value customers. C) Messimer sales reps will be able to service hard-to-reach customers more effectively. D) Messimer sales reps will be able to work from home offices more regularly. E) The outside sales force of Messimer will be freed up to work more with the marketing department.

C

The sales force of Conway Pools has qualified a number of leads. Which of the following will most likely occur next? A) The outside sales force will call on all prospects. B) The outside sales force will close the deal with one of the prospects. C) The outside sales force will learn as much as possible about the prospects. D) The inside sales force will attend meetings with qualified prospects. E) The inside sales force will put together a presentation for the prospects.

C

To reduce time demands on their outside sales forces, many companies have increased the size of their inside sales forces, which include technical support people, sales assistants, and ________. A) retail supervisors B) sales managers C) telemarketers D) accountants E) programmers

C

What is the role of a chief revenue, or chief customer, officer? A) to oversee sales B) to oversee marketing C) to oversee both marketing and sales D) to represent customers to the company E) to represent the company to customers

C

Which of the following involves marking a reduced price directly on a product's packaging and often results in the stimulation of short-term sales? A) promotional products B) patronage rewards C) price packs D) samples E) rebates

C

Which of the following is a potential drawback of using Web-based technologies for making sales presentations and servicing accounts? A) Salespeople have to invest more time in preparing for this type of interaction with customers. B) The cost of the technology outweighs any savings gained by eliminating the need for travel. C) The systems can intimidate salespeople who are unfamiliar with the technology. D) Customers are less likely to buy the product when a Web conference is used. E) Customers lack the technology required to participate in a Web conference.

C

Which sales management tool helps a salesperson know which customers to visit and which activities to carry out during a week? A) time-and-duty analysis B) sales force automation systems C) call plan D) sales quota plan E) positive incentives plan

C

________ involves two-way, personal communication between salespeople and individual customers, either in person, by telephone, or through Web conferences. A) Advertising B) Public relations C) Personal selling D) Telemarketing E) Integrated marketing communication

C

A ________ consists of short-term incentives to encourage the immediate purchase of a product or service. A) patronage reward B) segmented promotion C) sales incentive D) sales promotion E) publicity stunt

D

A ________ has the advertiser's name on it and is given as a gift to consumers. A) sample B) price pack C) cents-off deal D) promotional product E) corporate identity material

D

A ________ is an individual acting on behalf of a company who performs one or more of the following activities: prospecting, communicating, servicing, and information gathering. A) press agent B) sales assistant C) marketing director D) salesperson E) publicist

D

A salesperson should seek out, clarify, and overcome any customer objections during the sales presentation in order to ________. A) offer the buyer a discount for placing an order B) minimize the buyer's concerns about the product C) compliment the buyer for mentioning the objections D) turn the objections into reasons for buying E) turn the objections into an opportunity for humor

D

According to the opening scenario, the success of CDW Corporation is the direct result of its salespeople ________. A) working closely with the marketing department to manage accounts B) receiving bonuses based on customer satisfaction surveys C) receiving extensive training on complex computer systems D) developing close, personal relationships with customers E) using Web conferencing and e-mail to assist customers

D

All of the following are a basic type of compensation plan for salespeople EXCEPT ________. A) straight commission B) straight salary C) salary and commission D) commission plus bonus E) salary plus bonus

D

All of the following are considered advantages of a territorial sales force structure EXCEPT ________. A) travel expenses can be minimized B) each salesperson's job is clearly defined C) accountability is clearly defined for each salesperson D) salespeople develop in-depth knowledge of a product line E) salespeople have the opportunity and incentive to build strong relationships with customers

D

All of the following are problems associated with the poor selection of salespeople EXCEPT ________. A) lower sales B) costly turnover C) less productivity D) less office support E) disrupted customer relationships

D

Companies are always looking for ways to increase face-to-face selling time. All of the following are ways to accomplish this goal EXCEPT ________. A) using phones and video conferencing instead of traveling B) simplifying record keeping and other administrative tasks C) developing better sales-call and routing plans D) reducing the number of customers each sales rep must visit E) supplying more and better customer information

D

During the prospecting stage, a salesperson needs to discriminate between good leads and poor leads, which is known as ________. A) closing B) referring C) presenting D) qualifying E) approaching

D

Hewlett-Packard's Customer Sales Group (CSG) caused frustration among customers and salespeople. What was the primary problem with the sales force structure of CSG? A) The marketing and sales divisions had overlapping responsibilities, which caused friction. B) Salespeople developed expertise in only one product area, which limited their sales commissions. C) Salespeople specialized in selling only to specific customers and specific industries. D) Salespeople were responsible for selling all H-P products instead of specializing in a few products. E) The sales department was divided by product lines, which complicated customer service issues.

D

J &M Manufacturing has 2,000 Type-A accounts, each requiring 35 calls per year, and 1,000 Type-B accounts, each requiring 15 calls per year. What is the sales force's workload? A) 15,000 calls B) 35,000 calls C) 70,000 calls D) 85,000 calls E) 95,000 calls

D

Marathons, concerts, and festivals with corporate sponsors are examples of ________. A) point-of-purchase promotions B) business promotions C) trade promotions D) event marketing E) personal selling

D

Morrill Motors splits the United States into 10 sales regions. Within each of those regions, the company maintains two sales teamsone for existing customers and one for prospects. What type of sales force structure does Morrill Motors use? A) territorial B) product C) customer D) complex E) workload

D

Salespeople should be trained to recognize ________ signals from the buyer, which can include physical actions such as leaning forward and nodding or asking questions about prices and credit terms. A) qualifying B) approach C) objection D) closing E) follow-up

D

Sellers use trade promotions for all of the following reasons EXCEPT to ________. A) encourage retailers to carry more inventory B) convince retailers to advertise the product C) gain more shelf space for the product D) encourage salespeople to sign up new accounts E) persuade retailers to buy products in advance

D

The CEO of Comfy Carpet, Rick Hadley, was skeptical about Web-based training until his sales manager explained that online training is ________. A) time consuming and difficult to use B) used by all small companies C) dynamic and interactive D) cost competitive and efficient E) useful to customers

D

The purpose of a training program for salespeople is to teach them about all of the following EXCEPT ________. A) customers' buying habits B) customers' buying motives C) the company's main competitors D) the company retirement benefits E) the company's organizational structure

D

The rapid growth of sales promotions in consumer markets is most likely the result of all of the following factors EXCEPT ________. A) consumers and large retailers becoming more deal oriented B) product managers facing pressure to increase current sales C) competing brands attempting to differentiate from each other D) consumers using the Internet to search for deals and save money E) advertising efficiency on the decline because of rising costs and media clutter

D

The salesperson meets the customer for the first time in the ________ step of the selling process. A) prospecting B) qualifying C) preapproach D) approach E) presentation

D

The step of ________ is difficult for some salespeople because they lack confidence, feel guilty about asking for an order, or may not recognize the right time to ask for an order. A) approaching the prospect B) making a presentation C) handling objections D) closing the sale E) following up

D

Which consumer promotion tool requires consumers to send a proof of purchase to the manufacturer? A) cents-off deals B) coupons C) samples D) cash refunds E) promotional products

D

Which of the following is NOT a disadvantage of a product sales force structure? A) extra selling costs involved with multiple sales visits from separate divisions B) overlapping use of resources with big customers C) salespeople spending time to see the same customer's purchasing agents D) increased customer delivery time E) B and C

D

Which of the following questions would be the best one to help a marketer evaluate the return on a sales promotion investment? A) Did the promotion run too long or too short? B) Did customers enjoy the events associated with the promotion? C) Did customers search the promotion's Web site for additional product information? D) Did the promotion increase purchases from current customers or attract new customers? E) Did the distribution of the promotional information match consumer expectations and needs?

D

A sales assistant working for an outside sales force will most likely have all of the following duties EXCEPT ________. A) answering customer's questions when a salesperson is unavailable B) providing administrative backup C) confirming appointments D) following up on deliveries E) determining price points

E

At Deck Decor, a manufacturer of outdoor furniture and accessories, the marketing and sales force objectives are to grow relationships with existing customers and to acquire new business. Which of the following compensation plans should management establish to encourage the sales force to pursue both of these objectives? A) straight salary B) straight commission C) salary plus bonus for new accounts D) commission plus bonus for new accounts E) salary plus commission plus bonus for new accounts

E

At Finley's Fine Goods, members of the sales force and marketing department tend to have disagreements when things go wrong with a customer. The marketers blame the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with the customer. Which of the following steps should upper-level management at Finley's Fine Goods take to help bring the sales and marketing functions closer together? A) establish a customer sales force structure B) establish a complex sales force structure C) appoint a new sales force manager D) adopt a sales force automation system E) appoint a chief revenue officer

E

Business promotion tools are used for all of the following reasons EXCEPT to ________. A) generate business leads B) stimulate purchases C) reward customers D) motivate salespeople E) increase manufacturing

E

East Bay Communications has increased its inside sales force. This will help East Bay in all EXCEPT which one of the following ways? A) East Bay salespeople will have more time to sell to major accounts. B) East Bay salespeople will have more time to find major new prospects. C) East Bay salespeople will have more time to provide after-the-sale customer service. D) East Bay customers will have questions answered in a timely manner. E) East Bay customers will have full access to sales automation technology.

E

Kirk Wilkins renewed his cell phone contract with Zip Wireless and purchased a new cell phone through the Zip Web site. If Kirk mails Zip his phone receipt, proof of purchase, and a completed form, he will receive $50 in the mail. What type of sales promotion is being used by Zip? A) point of purchase B) advertising specialty C) premium D) price pack E) rebate

E

Monty Boyd travels frequently on West Coast Airlines for his job as an account manager. Monty earns points for every mile he flies, and he will soon have enough points to receive a free airline ticket. West Coast Airlines is building a customer relationship with Monty using which of the following? A) publicity B) POP reward C) premium reward D) sweepstakes program E) frequency marketing program

E

The sales force of CDW Corporation, as described in the opening scenario, develops strong relationships with customers as part of the ________ stage of the selling process. A) prospecting B) approach C) demonstration D) closing E) follow-up

E

Toro ran a clever preseason promotion on some of its snow blower models, offering some money back if the snowfall in the buyer's market area turned out to be below average. This is an example of a(n) ________. A) advertising specialty B) premium pack C) sweepstakes D) price pack E) rebate

E

Ultra-Tech, Inc. has decided to switch to a customer sales force structure. Which of the following advantages is the company now LEAST likely to enjoy? A) The company can become more customer-focused. B) The company can better serve different industries. C) The company can build closer relationships with important customers. D) The company can better serve current customers and find new customers. E) The company can expect salespeople to develop in-depth knowledge of numerous and complex product lines.

E

Value merchant salespeople possess which of the following characteristics? A) They give away services for free in order to close sales deals. B) They tell the company that customers are only concerned with price. C) They focus on revenue and volume components of their compensation plan. D) They give price concessions without making changes in the market offering. E) They make sales based on cost of ownership comparisons against competitors.

E

What is the primary reason that companies use e-learning to conduct sales training programs? A) Customer needs and habits are easily conveyed through e-learning. B) Customers appreciate the flexibility of e-learning. C) E-learning allows for more employee feedback. D) E-learning is the best way to simulate sales calls. E) E-learning cuts training costs.

E

Which of the following is an advantage created by the use of a sales force automation system? A) lower costs for training sales personnel B) increased motivation to acquire new customers C) decreased need for an inside sales force D) stronger organizational climate developed by the sales team E) more efficient scheduling of sales calls and sales presentations

E

Which of the following promotions would be most appropriate for Reliable Tool to use in its attempt to promote its products and generate new business leads? A) rebates B) premiums C) specialty advertising items D) point-of purchase promotions E) conventions and trade shows

E

Which of the following questions would provide management with the LEAST beneficial information regarding the performance of its sales force? A) Is the sales force meeting its profit objectives? B) Is the sales force working well with the marketing team? C) Are sales force costs in line with sales force outcomes? D) Is the sales force accomplishing its customer relationship objectives? E) Does the sales force complete its sales reports and expense reports in a timely manner?

E

Which step in the sales process is necessary to ensure customer satisfaction and repeat business? A) proper approach B) professional presentation C) handling objections D) qualifying prospects E) follow-up

E

You are applying for a position with the inside sales force at Carson Medical Sales. If you earn the job, you will most likely be expected to perform all of the following tasks EXCEPT ________. A) confirm appointments for outside salespeople B) use the Internet to qualify prospects C) use the telephone to find new leads D) follow up on product deliveries E) travel to visit customers

E