Marketing Chapter 16

What are the four elements of a compensation plan for​ salespeople?

A fixed​ amount, a variable​ amount, expenses, and fringe benefits

________ represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building.

A salesperson

What happens in the presentation step of the personal selling process?

A salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems

__________ is the sales step in which a salesperson meets the customer for the first time.

Approach

__________ is a sales promotion tool used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.

Business promotion

__________ is the sales step in which a salesperson asks the customer for an order.

Closing

__________ is a sales promotion tool used to boost short-term customer buying and involvement or enhance long-term customer relationships.

Consumer promotion

Procter​ & Gamble​ (P&G) organizes its sales reps into​ teams, and each team is assigned to a major account​ (such as Safeway or​ Walmart). Which type of sales force structure is​ P&G using in this​ example?

Customer

________ refers to a sales force organization in which salespeople specialize in selling only to certain customers or industries.

Customer sales force structure

What is the first decision made in sales force​ management?

Designing sales force strategy and structure

Delta Faucet partnered with Warrior​ Dash, which sponsored several 5k mud run races around the country over the summer. At each​ event, Delta built a huge custom shower​ station, complete with 184 Delta​ showerheads, where​ mud-soaked competitors could meet and wash off after the race. This is an example of which type of​ promotion?

Event marketing

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

Event marketing

__________ is the sales step in which a salesperson checks in with the customer after the sale to ensure customer satisfaction and repeat business.

Follow-up

Which of the following statements about personal selling is​ correct?

For many customers the salesperson is the company.

Which of the following is an objective for business​ promotions?

Generating business leads

What is the focus of the selling​ process?

Getting new customers

Which of the following is an objective for trade​ promotions?

Getting retailers to carry new items and more inventory

Which of the following would NOT be a consideration for decision making in designing the full sales promotion​ program?

How to set it apart from other promotion mix elements

Which of the following refers to salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers?

Inside sales force

__________ is the sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call.

Preapproach

________ refers to a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines.

Product sales force structure

​__________ identifies qualified potential customers and is the first step of the personal selling process.

Prospecting

Many manufacturers have to pay retailers to get shelf space. This is an example of which type of​ promotion?

Push money

One study found that the best salespersons have four traits in​ common: intrinsic​ motivation, a disciplined work​ style, the ability to close a​ sale, and the ability to build relationships with customers. Knowing this would be most useful at which stage of sales force​ management?

Recruiting and selecting salespeople

________ involves analyzing, planning, implementing, and controlling sales force activities.

Sales force management

Which term refers to short-term incentives to encourage the purchase or sales of a product or a service?

Sales promotion

What is the name for the steps that salespeople follow when selling?

Selling process

Which of the following describes sales promotion?

Short-term incentives to encourage the purchase or sales of a product or a service

Once the company has set its​ structure, what is the next strategic decision it​ faces?

Sizing the sales force

According to the​ text, what is the​ fastest-growing sales trend​ today?

Social selling

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

Team selling

During a sales​ presentation, which of the following would best fit a relationship marketing​ approach?

Tell a value story

Which of the following assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line?

Territorial sales force structure

Which of the following statements is true regarding​ salespeople?

The best salespeople are the ones who work closely with customers for mutual gain.

__________ 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.

Trade promotion

Closing is the sales step in which a salesperson __________.

asks the customer for an order

Consumer promotion is a sales promotion tool used to __________.

boost short-term customer buying and involvement or enhance long-term customer relationships

The concept of​ salesperson-owned loyalty means that​ __________.

customers become loyal to salespeople as well as the companies they represent

Some companies still treat sales and marketing as separate functions. One effect this can have is to​ __________.

damage customer relationships

Sales​ reports, call​ reports, and expense reports are all used in the process of​ __________ salespeople.

evaluating

Business promotion is a sales promotion tool used to __________

generate business leads, stimulate purchases, reward customers, and motivate salespeople

Business promotion is a sales promotion tool used to __________.

generate business leads, stimulate purchases, reward customers, and motivate salespeople

After the presentation and demonstration step in the sales​ process, a salesperson should next be prepared to​ __________.

handle objections

Product sales force structure refers to a sales force organization ________

in which salespeople specialize in selling only a portion of the company's products or lines

In complex selling​ situations, personal selling can be very effective because it is​ __________.

interpersonal

Trade promotion 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

One consumer promotion tool is​ __________, which are goods offered free or at a low cost as an incentive to buy a product.

premiums

Personal selling is best defined as ________.

presentations by the firm's sales force for the purpose of engaging customers, making sales, and building customer relationships

An inside sales force is ________.

salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers

The sales step in which a salesperson ________ is known as handling objections.

seeks out, clarifies, and overcomes any customer objections to buying

Team selling ________.

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

Which of the following tools can be used as both consumer and trade​ promotions?

​Contests, premiums, and displays

Helping salespeople to "work smart" by doing the right things in the right ways is the goal of​ __________, whereas getting them to work hard is the goal of​ __________.

​supervision; motivation

When the only goal of personal selling is to close a​ sale, a company is using​ a(n) __________ approach.

​transaction-oriented