Chapter 16-part2

67) 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

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

Happy Pet is a large petfood company that sells its products to retail pet supply stores as well as wholesalers. The sales force at Happy Pet is LEAST likely to do which of the following? A) work directly with final customers B) build relationships with wholesalers C) help retailers effectively sell the company's products D) communicate regularly with business customers E) represent wholesalers and retailers to the company

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(n) ________ structure. A) product sales force B) customer sales force C) territorial sales force D) integrated sales force E) complex sales force

A

Mary Conti is sales manager for National Computer Training. She wants to evaluate the performance of her sales force 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

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

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

A

) 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

A manufacturer that offers cash or gifts to dealers for encouraging the purchase of the manufacturer's goods is using ________. A) price-offing B) push money C) off-listing D) off-invoicing E) allowances

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 specialty 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 differentiation

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

Manufacturers may offer a(n) ________ in return for the retailer's agreement to feature the manufacturer's products in advertising or display. A) POP promotion B) allowance C) incentive promotion D) price pack E) premium

B

Marketers who send coupons to customers' cell phones are using ________. A) trade promotions B) mobile marketing C) premiums D) point-of-purchase promotions E) sampling

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

Which of the following best describes the practice of value selling? A) earning business from customers based on low prices B) delivering superior customer value and capturing a fair return on that value 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

________ 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

Manufacturers direct more sales promotion dollars toward ________ than to ________. A) consumers; retailers B) customers; wholesalers C) retailers and wholesalers; consumers D) salespeople; retailers E) retailers; wholesalers

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

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

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 more 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 required to telecommute rather than work in a centrally located office. 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

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 an example of a sales promotion? A) a news release encouraging voters to support a new bond issue for a local elementary school B) a staged dance routine promoting a new product in a busy public place C) a coupon for $5 off a visit to an amusement park D) a listing of all the television programs to be shown by Charter Cable the week of March 16 E) a plan to increase ice cream sales by adding two new flavors

C

Your inside sales force is responsible for prospecting and qualifying customers. Which of the following will likely occur? A) The number of qualified customers will exceed the number of prospects. B) The outside sales force will call on all prospects. C) A salesperson may have to approach many qualified customers just to make one sale. D) Your inside sales force will attend meetings with qualified customers. E) A and C

C

) 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 ________ 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) sweepstake

D

A ________ is a short-term incentive used to encourage the immediate purchase of a product or service. A) sponsorship B) press release C) bonus D) sales promotion E) publicity stunt

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 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) declining advertising costs E) advertising efficiency on the decline because of media clutter

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

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 marketing executive to oversee both marketing and sales

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

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

Which of the following is NOT a closing technique? A) asking for the order B) reviewing points of agreement C) offering to help write up the order D) explaining that the buyer will lose out if the order isn't placed now E) asking the buyer to clarify any objections

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 step in the sales process is most focused on ensuring 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