MKTG ch19
In establishing sales promotion objectives, a marketer should always
Align objectives with the organization's overall objectives
Effective motivation of a sales force is best achieved through
An organized set of activities performed continuously
The _____ stage of the personal selling process is when the salesperson asks the prospect to buy the product.
Closing
Stacey's client group has been gradually shrinking and she is looking for new prospective clients. She has decided to spend a couple of days approaching potential customers without any prior consent. Stacey's method of approach is known as
Cold canvass
Salespeople receive a set salary plus a commission based on sales with a
Combination compensation plan
Heinz uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered
Consumer sales promotion methods
Quaker Oats decides to use _____, which are the most widely used form of consumer sales promotion.
Coupons
Customer density and distribution are important factors in
Creating sales territories
The most common sales force evaluation practices are for sales managers to compare a salesperson's performance with other salespeople operating under similar selling conditions, or to compare
Current with past performance
Which of the following is the best example of a well-stated sales objective?
Each salesperson should bring in $25,000 in new sales by Nov. 15th
The final stage of the selling process is
Follow-up
Retail salespeople are classified as
Inside order taker
Personal selling goals include finding prospects, convincing prospects to buy, and
Keeping customers satisfied
At one time, Wheaties offered two free golf balls with the purchase of a twin pack of Wheaties cereal featuring Tiger Woods. This is an example of a
Premium
The salesperson must attract and hold the prospect's attention, stimulate interest, and spark a desire for the product during the
Sales presentation
A sales career can offer all of the following except a
Structured, inflexible workday
Which of the following is not true when making the sales presentation?
The salesperson should focus on anticipating questions and answering them before they're asked.
During the personal selling process, a salesperson, if possible, should handle objections when
They arise
"Mrs. Brucker, you would agree that this is the most attractive car interior in this price range, wouldn't you?" Cliff Davis, a salesperson at Midtown Ford, was using a(n) ___________ when he made this statement.
Trial close
When a salesperson asks the customer to buy the product several times throughout the sales presentation in an effort to uncover hidden objections, it is called
Trial closing
When deciding on sales promotion methods to employ, marketers take several factors into consideration. Which factor below is unlikely to affect decisions regarding sales promotion methods?
Type of package
A missionary salesperson is usually employed by
A manufacturer
Creating a favorable impression and developing rapport with prospective customers is a critical part of the ______ step of personal selling.
Approach
Rick has reviewed a prospect's account and credit history, identified product needs, and gathered the appropriate literature. He feels he is ready for the ____ step of the personal selling process.
Approach
The step of the personal selling process in which a salesperson contacts a potential customer is called
Approach
___________ are designed to identify the customers called on and to present detailed information about interaction with those clients.
Call reports
The difference between consumer sales promotion methods and trade sales promotion methods is
Consumer sales promotions focus on getting customers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to buy
All of the following are key areas of sales force management except
Coordinating sales promotional efforts
Fraudulent usage, inability to attract potentially brand-loyal customers, and use by current customers but not new customers are believed to be disadvantages of which of the following?
Coupons
Order-getting activities are divided into two categories:
Current-customer and new-business sales
Carlos generally makes cold calls on businesses to look for new prospects. He has many satisfied customers, but like many salespeople, he does not frequently utilize one of the best ways to find new prospects, which is through
Customer referrals
Sherry Sullivan, Kevin Miller's sales manager, points out to him that his last shopper in the housewares department didn't seem involved as he explained the new food processor to her. She suggests that he use a ___________ as part of his presentation next time.
Demonstration
Although Maybelline would like to use ______ as a consumer sales promotion method, this method has extremely high labor costs that are more affordable for higher-end make-up companies such as Clinique and Estée Lauder.
Demonstrations
A company may determine how many sales calls per year it needs to serve customers effectively and divide that by the average number of sales calls made by one salesperson in order to
Determine sales force size
After compiling a list of potential customers, a salesperson must
Evaluate whether each prospect is able, willing and authorized to buy the product
A sales representative for Coca-Cola travels to various restaurants to determine how much syrup the customer needs for the coming period. This sales representative would be classified as a(n)
Field order taker
Doug Browton travels around to various established customers to see what new office supplies they need. His customers have come to depend on him to check their supplies. Doug is a(n)
Field order taker
Advertising that encourages customers to send in reply cards for additional information aids salespeople in achieving which goal of personal selling?
Finding prospects
The purpose of the ___________ stage in personal selling is to determine customers' problems and questions about using the product.
Follow-up
Which of the following is most likely to stimulate customer loyalty?
Frequent-user incentive
If a manager tries to form territories with equal sales potential, the territories will usually be unequal in geographic size; this will cause the salespeople with larger territories to
Have to work longer and harder to generate a certain sales volume
In recent years the proportion of promotional dollars spent on sales promotion has
Increased relative to advertising
Michelle works for a company that sells rotisseries for chicken and other foods. She answers phone calls from customers who see infomercials on TV and call to order the product. Michelle is considered
Inside order taker
The two groups of order takers in personal selling are
Inside order takers and field order takers
A major disadvantage of personal selling is that it
Is very expensive per contact
Which of the following best characterizes the function of recruiting and selecting a sales force?
It should be a continuous, systematic attempt to match applicants' characteristics to the firm's needs
A salesperson will be better able to determine the prospect's specific needs by
Listening carefully to questions and comments and watching reactions during the sales presentation
Tony tells his wife, Camilla, that his last sales call of the day at DuPont was a disaster. He explains that he never really figured out what the purchasing agent was looking for. Camilla, a sales trainer for another firm, hands Tony a book on
Listening skills
The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called
Making the presentation
While anticipating objections and countering them before they are asked is a good idea, one negative consequence of doing so is that the salesperson may
Mention objections the customer had not thought of
A primary goal of routing and scheduling decisions in personal selling is to
Minimize nonselling time
Assisting the producer's customers in selling to those customers is the major purpose of which type of salesperson?
Missionary salesperson
Daphne King of Cleborn Pharmaceuticals tells a sales management class at the state university that her job is to call on doctors and explain the benefits of new prescription drugs that her firm develops. Daphne would call herself a(n)
Missionary salesperson
Jin Xiao, a trained engineer, is a salesperson for a chemical manufacturer. He provides current customers with advice about a product's characteristics and applications. He is a(n)
Missionary salesperson
Dorothy won a hot-air balloon ride and dinner for two for being the top revenue-producing mortgage loan officer at her company for the month of October. This contest exemplifies a company's efforts at
Motivating salespeople
Recruiting and selection of salespeople should include enough steps to yield the information needed to make accurate selection decisions. However, the stages of the process should be sequenced so that the more expensive steps are
Near the end
Zack Freedman is an experienced salesperson who has worked for the same company for 20 years. When he is informed that he must attend a training seminar the following Tuesday, he believes it will most likely be about
New product information
Yolanda's job is to find new customers for her company's telecommunication services. She encourages existing customers to add more services and finds customers who are completely new to the company. Yolanda would best be classified as a(n)
Order getter
Creative selling, which requires that salespeople recognize a potential buyer's needs and then provide the prospect with the necessary information, is performed by
Order getters
A person who primarily seeks repeat sales is called a(n)
Order taker
Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called
Personal selling
Signs, counter pieces, racks, and self-service cartons are all forms of
Point-of-purchase displays
A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during
Preapproach
Before contacting prospects, a salesperson for an industrial cleaning equipment company analyzes information about the prospects' product needs, feelings about brands, and personal characteristics. This process is called
Preapproach
Garrett Almar tells a fellow buyer at Robins Wholesale Parts that the last salesperson who called on him before lunch was a real loser: "He has done a poor job of ___________. He didn't even know what brands we carry or what types of retailers we service!"
Preapproach
Tim has just finished compiling a list of potential customers and evaluating their ability, willingness, and authority to buy. He knows his next step in the personal selling process is to
Preapproach
To increase sales of Chex cereals, Ralston Purina offered a free pound of bananas to customers who bought the large-size box. This form of sales promotion is called a
Premium
___________ are items offered free or at minimal cost as a bonus for purchasing a product.
Premium
Company sales records, commercial databases, newspaper announcements, telephone directories, and public records are all sources used for
Prospecting
Developing a list of potential customers is called
Prospecting
Janetta Light tells her sales manager that she will be devoting more effort to ___________ in the coming weeks, as her list of potential customers has dwindled below the level of 30 firms recommended by the selling plan.
Prospecting
Sayyid's company has launched a new product line, and he is put in charge of sales. He decides his first step will be to find potential customers in the company's sales records. Sayyid is
Prospecting
Scott Bartello, a salesperson for Xerox, develops a list of potential customers and evaluates them on the basis of their ability, willingness, and authority to purchase copy machines. This process is called
Prospecting
Sales objectives for individual salespeople can be stated in several ways. Which of the following would least likely be used for stating an individual salesperson's goal?
Ratio of profits relative to number of sales calls
___________ are offers of cash to customers who purchase a specific product, and ___________ are offers of cash to customers who purchase a specific quantity of a specific product.
Rebates; money refunds
Ray's evaluation of her performance for the prior year led to his conclusion that she lacked key product information. At their upcoming session, he will most likely do which of the following?
Recommend that she attend a training program
Which of the following involves building mutually beneficial long-term associations with a customer—usually a business customer—through regular communications over prolonged periods of time.
Relationships selling
Realizing that her firm's sales promotion budget was small and cut by 30 percent for the coming year, Stacey Baronas rules out ___________ as playing a role in her sales promotion plan.
Samples
Sales objectives can do all of the following except
Serve as a deterrent both to salespeople and their clients
A salesperson should try to close the sale
Several times during the sales presentation
As a promotional strategy, using coupons strives to achieve all of the following except
Show how a product is used
Jose would like to have selling expenses relate directly to sales resources, an aggressive sales force, and minimization of nonselling tasks. What compensation method(s) would best fulfill his requirements?
Straight commission
Which of the sales force compensation methods is easy to administer, yields more predictable selling expenses, and provides sales managers with a large degree of control over salespeople?
Straight salary
Which of the following is least likely to be directly involved in actually making sales?
Support sales personel
On a break between classes, Kelley Macon selects two magazines and mails the Publishers Clearing House entry form. She doubts that she will win $10 million, but she never passes up a chance to participate in a
Sweepstakes
In which of the following does the salesperson join with people from the firm's financial, engineering, and other functional areas to engage in the personal selling process?
Team Selling
Which of the following is particularly appropriate for pricey high-tech business products, such as jet aircraft and medical equipment?
Team selling
A support salesperson who usually advises customers on product characteristics and application, system design, and installation procedures is a(n)
Technical salesperson
Ryan Amerson leads his company's clients through the installation procedure of their new industrial equipment. He also helps answer their questions about product characteristics and system design both before and after their purchases. Ryan is a
Technical salesperson
The type of salesperson that usually requires training in physical science or engineering is the
Technical salesperson
In designing sales territories, a sales manager considers several major factors. The territories must be constructed so that sales potential can be measured; the shape of the territories should facilitate salespeople's activities to provide the best possible coverage of customers; and
Territories should be designed to minimize selling costs
Which of the following is not a reason why the proportion of promotional dollars spent on sales promotion has increased in recent years?
The greater emphasis on improving long term performance has resulted in an increased use of sales promotion methods
Sales force objectives are generally established for
The total sales force and for each salesperson
Any marketing tactic used to stimulate wholesalers and retailers to carry a producer's products and market those products more aggressively is a
Trade sales promotion method
Maria Martinez works for a cosmetics manufacturer and is responsible for ensuring that retailers have adequate quantities of products when they need them. However, she is directing much of her effort toward helping the retailers promote the products. She would be characterized as belonging to which group of salespeople?
Trade salespeople
Jana works for Hormel Foods and she frequently sets up special displays and distributes samples of Hormel products to customers in supermarkets. Jana would best be classified as a(n)
Trade salesperson
During his presentation to Mrs. French about a high-end gourmet oven, Brian asks, "Would you prefer black or stainless steel?" This is an example of a
Trial close
When better market conditions prevail or when company growth occurs, a company may suffer if it
cut back the size of its sales force
The best advice for recruiting and selecting salespeople for one's organization would be
make recruitment a continuous activity aimed at seeking out the best applicants.
The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of
salespeople