Marketing BCOR 350 Ch. 16

Some customers develop a close relationship with a salesperson. This close relationship may also lead to strong relationships with the company, its products, the firm, and the customer. What is this concept called? a. product sales force structure b. salesperson-owned loyalty c. sales force management d. customer sales force structure e. territorial sales force structure

salesperson-owned loyalty

_____ involves analyzing, planning, implementing, and controlling sales force activities a. team selling b. personal selling c. a salesperson d. sales force management

sales force management

Which term refers to short-term incentives to encourage the purchase or sales of a product or service? a. selling process b. follow-up c. sales promotion d. closing

sales promotion

In many situations, the firm is not simply seeking a sales. Rather, it wants to engage the customer over the long haul not in short-term transactional selling. The firm seeks to develop what? a. a prospect b. a closing c. a presentation d. a relationship e. a call plan

a relationship

________ represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building a. personal selling b. sales force management c. team selling d. a salesperson

a salesperson

Approach is the sales step in which a salesperson ______ a. meets the customer for the first time b. tells the "value story" to the buyer, showing how the company's offer solves the customer's problems c. seeks out, clarifies, and overcomes any customer objections to buying d. learns as much as possible about a prospective customer before making a sales call

meets the customer for the first time

_______ 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 a. event marketing b. consumer promotion c. trade promotion d. business promotion

trade promotion

The sales staff that travels to customers to call on them is ______ salespeople, whereas those who conduct business from their office via telephone and email are _____ salespeople a. technical-support people; inside b. outside; sales assistants c. outside; online d. outside; inside e. inside; outside

outside; inside

Advertising consists largely of non-personal communication with large groups of consumers, whereas ______ involves interpersonal interactions and engagement between company representatives and individual customers a. direct marketing b. social selling c. public relations d. personal selling e. sales promotion

personal selling

______ refers to a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines a. inside sales force b. territorial sales force structure c. product sales force structure d. customer sales force structure

product sales force structure

An inside sales force is ______ a. a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines b. a sales force organization in which salespeople specialize in selling only to certain customers or industries c. a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line d. salespeople who conduct business from their offices via telephone, the internet, or visits from prospective buyers

salespeople who conduct business from their offices via telephone, the internet, or visits from prospective buyers

Sales promotion tools are used by most organizations, including manufacturers, distributors, retailers, and not-for-profit institutions. Which of the following entities is typically outside the realm of the sales promotion targets? a. suppliers b. business customers c. members of the sales force d. retailers and wholesalers e. final buyers

suppliers

A firm that employs territorial sales force structure can be described by many characteristics. Which task from the following list can the marketer ignore when developing a sales force territory structure? a. the salesperson sells the company's entire line of products or services b. a territorial sales force structure decreases the salesperson's desire to build local customer relationships c. salespersons are assigned to an exclusive territory d. travel expenses are relatively limited e. each salesperson has well-define accountability

a territorial sales force structure decreases the salesperson's desire to build local customer relationships

According to Gallup research, there are four key talents the best salespeople possess. The sales manager is most likely to avoid hiring a candidate who lacks which of the following traits? a. ability to build relationships with customers b. intrinsic motivation c. ability to work well alone d. the ability to close a sale e. a disciplined work style

ability to build relationships with customers

_______ is the sales step in which a salesperson meets the customer for the first time a. handling objections b. approach c. presentation d. pre-approach

approach

Closing is the sales step in which a salesperson ______ a. meets the customer for the first time b. follows up after the sale to ensure customer satisfaction and repeat business c. seeks out, clarifies, and overcomes any customer objections to buying d. asks the customer for an order

asks the customer for an order

______ is a sales promotion tool used to generate business leads, stimulate purchases, reward customers, and motivate salespeople a. consumer promotion b. trade promotion c. business promotion d. event marketing

business promotion

What tool do many firms use to supervise the sales staff that shows which customers and prospects to call on and which activities to carry out? a. call reports b. time-and-duty analysis c. call plan d. sales force automation systems e. sales report

call plan

Follow-up is the sales step in which a salesperson _____ a. asks the customer for an order b. seeks out, clarifies, and overcomes any customer objections to buying c. meets the customer for the first time d. checks in with the customer after the sale to ensure customer satisfaction and repeat business

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

_______ is the sales step in which a salesperson asks the customer for an order a. sales promotion b. handling objections c. closing d. follow-up

closing

______ is a sales promotion tool used to boost short-term customer buying and involvement or enhance long-term customer relationships a. business promotion b. consumer promotion c. event marketing d. trade promotion

consumer promotion

______ include(s) a wide range of tools such as free samples, coupons, point-of-purchase displays, and sweepstakes a. direct marketing promotions b. sales force promotions c. business promotions d. consumer promotions e. trade promotions

consumer promotions

Frito-Lay runs a special promotion each year for the Super Bowl inviting consumers to produce a 30-second advertisement. The winning ad is awarded $1M. This promotion exemplifies what sales promotion tool? a. game b. contest c. premiums d. sweepstakes e. advertising specialties

contest

Which of the following promotions is not used only as a trade promotion but as a consumer promotion as well? a. contest b. free goods c. specialty advertising items d. push money e. price-off, off-invoice, or off-list

contest

What is event marketing? a. creating a brand-marketing event or serving as a sole or participating sponsor of events created by others b. a sales promotion tool used to boost short-term customer buying and involvement or enhance long-term customer relationships c. 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 d. using online, mobile, and social media to engage customers, build stronger customer relationships and augment sales performance

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

Apple has organized its sales force with separate staffs serving the consumer, another serving new customers, a third addressing the B2B market, and a small staff serving the industrial market. What approach to sales force structure is Apple using? a. profitability level sales force structure b. territorial sales force structure c. customer (or market) sales force structure d. market share sales force structure e. product sales force structure

customer (or market) sales force structure

_______ refers to a sales force organization in which salespeople specialize in selling only to certain customers or industries a. territorial sales force structure b. product sales force structure c. customer sales force structure d. inside sales force

customer sales force structure

Marketing managers often create their brands through brand-marketing events or to serve as the only promoter or as a participating promoter of events created by others. Which marketing tool does this? a. coupons b. point-of-purchase (POP) promotions c. premiums d. event marketing sponsorships e. samples

event marketing sponsorships

______ is the sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying a. handling objections b. approach c. pre-approach d. presentation

handling objections

Often inside sales staff supports the outside salespeople. What is the role called that provides research and administrative backup for outside salespeople? a. sales assistants b. online sellers c. technical sales-support people d. inside salespeople e. market researchers

sales assistants

For any sales promotion the marketer develops, there are several decisions he must make in order for the promotion to be effective. Which of the following options is beyond the purview of the manager who is designing the sales promotion? a. how to promote and distribute the promotion b. conditions for participation c. size of the incentive d. how the competition will respond e. length of the promotion

how the competition will respond

If a firm's strategy is to acquire new business, grow rapidly, and gain market share, the compensation plan might be designed how? a. includes high-commission plans b. includes a larger base-salary component with additional incentives c. includes a large expense account d. be primarily straight salary e. includes a larger commission component, couple with a new-account bonus

includes a larger commission component, couples with a new-account bonus

_______ involves presentation by the firm's sales force for the purpose of making sales and building customer relationships a. a salesperson b. sales force management c. personal selling d. team selling

personal selling

Trade promotion is a sales promotion tool used to ______ a. persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to customers b. create a brand-marketing event or service as a sole or participating sponsor of events created by others c. boosts short-term customer buying and involvement or enhance long-term customer relationships d. generate business leads, stimulate purchases, reward customers, and motivate salespeople

persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to customers

Before calling on a prospect, the salesperson should learn as much as possible about the organization (what it needs, who is involved in the buying) and its buyers (their characteristics and buying styles). This stage of the selling process is known as ______ a. prospecting b. objection handling c. scouting d. pre-approach e. closing

pre-approach

______ is the sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call a. pre-approach b. handling objections c. approach d. presentation

pre-approach

______ 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 a. presentation b. approach c. handling objections d. pre-approach

presentation

Because many industry sectors require highly specialized knowledge, General Electric employs different sales forces in each of its different product and service divisions. This approach to sales organization is known as a _______ sales force structure. a. territorial b. customer c. service-based d. product e. knowledge-based

product

A company that sells turbine engines, which are custom-designed for each location, individually built and installed, and cost in excess of several million dollars. Which type of sales force structure is recommended for the firm? a. market share sales force structure b. product sales force structure c. territorial sales force structure d. profitability level sales force structure e. customer sales force structure

product sales force structure

Managing the sales force involves four key tasks. Which of the following elements can the marketing manager ignore as part of sales force management? a. analyzing the market b. promoting sales activities c. implementing d. controlling e. planning

promoting sales activities

The first step in the selling process is _______, during which the salesperson identifies qualified potential customers a. qualification b. pre-approach c. prospecting d. market research d. scouting

prospecting

What is the first step in the selling process? a. follow-up b. pre-approach c. handling objections d. prospecting e. presentation

prospecting

The selling process can best be described as ______ a. prospecting and qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing, and follow-up b. encouraging the purchase or sales of a product or a service c. using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts d. analyzing, planning, implementing, and controlling sales force activities

prospecting and qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing, and follow-up

A significant part of sales force management involves designing sales force strategy and structure. Which task can the marketer avoid when designing the sales force? a. selecting the firm's salespeople b. supervising and evaluating the sales staff c. recruiting new employees d. compensating the firm's salespeople e. prospecting for the firm

prospecting for the firm

Sales assistants are employees in the firm who provide support for the outside sales force, freeing them to spend more time selling to major accounts and finding new prospects. Which of the following tasks does a sales assistant typically allocate to the technical sales-support staff? a. answer customers' questions b. provide research and administrative backup c. follow up on deliveries d. track down sales leads e. provide technical information and answers to customers' questions

provide technical information and answers to customers' questions

Order takers might simply answer the phone and enter customers' orders. In contrast, order getters in the selling process have a much more complicated job, which involves creative selling, social selling, and ______ a. profit taking b. pulling products through the channels of distribution c. relationship building d. making nonpersonal communications with customers e. developing the appropriate advertising for the target

relationship building

The concept of ______ is based on the idea that for many customers, the salesperson is the company - the only tangible manifestation of the company with which they ever interact. As a result, strong relationships with the salesperson often translate into loyalty to the company and its products a. social selling b. salesperson-owned loyalty c. personal selling d. solutions selling e. customer relationship management

salesperson-owned loyalty

What is the fastest-growing trend in sales? a. social selling b. commission-only sales compensation c. use of sales staff supervision d. sellers have increased control over consumers e. consumers buying in bricks and mortar stores

social selling

Many software companies pair account representatives with computer engineers as well as other experts from areas such as marketing, technical support, and research and development. This concept is known as _____ a. technical selling b. team selling c. service-based selling d. key account management e. knowledge-based selling

team selling

Which of the following assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line? a. inside sales force b. customer sales force structure c. product sales force structure d. territorial sales force structure

territorial sales force structure

There are essentially four elements in a good compensation package for a salesperson. Which of the following is part of a sales force motivator that is separate from the compensation package? a. the hourly wage b. a variable amount c. fringe benefits d. a fixed amount e. expenses

the hourly wage

There are many reasons that firms spend the money and efforts to participate in trade shows. Which of the following is distinctly a disadvantage of being an exhibitor in trade shows? a. to educate customers with publications b. to introduce new products c. to provide opportunities to find new sales leads d. to economize on costs e. to provide opportunities to contact customers

to economize on costs

The goal of sales training is to cover many issues. Which of the following is a goal of the sales training program the program would eliminate? a. to teach trainees about the company b. to teach trainees about the company's objectives, organization, products, and strategies c. to teach trainees about e-learning d. to teach trainees about types of customers and their needs and buying habits e. to teach trainees about the competition and its strategies

to teach trainees about e-learning

Manufacturers utilize _______ in order to persuade retailers to carry new items and more inventory, promote the company's products, and give them more shelf space a. consumer promotions b. point-of-purchase promotions c. trade promotions d. business promotions e. sales force promotions

trade promotions

Team selling ______ a. is an individual who represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building b. consists of analyzing, planning, implementing, and controlling sales force activities c. involves presentations by the firm's sales force for the purpose of making sales and building customer relationships d. uses people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts

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

A company grouped its 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 determined the number of salespeople needed to call on each class of accounts the desired number of times. What approach did the firm use to determine the sales force size it needed? a. territory approach b. workload approach c. market approach d. product approach e. customer approach

workload approach