Promotion and Advertising / Chapter 22

Buyers prefer salespeople who ______.

are truthful, even if it costs a sale

The effectiveness of each program element must be evaluated based on ______.

the target market and the objectives sought

A major advantage for a company in using salespeople is ______.

their ability to modify their sales approach based on feedback from the customer

True or false: The use of a relationship marketing and CRM approach will lead to a decreased role for direct marketing.

False

True or false: The use of direct mail as a form of direct marketing combined with personal selling is decreasing.

False

After a sales team closes a deal, ______.

it should follow up to retain the customer

The personal selling step called closing involves ______.

completing the sale

An example of a sales effort would be ______.

direct-selling expense ratios

Joseph Rose is a manufacturer of high-end cosmetics. The company promotes its products through advertising placed in consumer fashion magazines. This is an example of promoting products ______.

directly to consumers

A communication process that takes place between two people or two groups is known as ______ communication.

dyadic

During the close, a salesperson ______.

obtains the prospect's pledge to purchase

Which of the following statements concerning the relationship between advertising and direct sales are true? (Check all that apply.)

Buyers expect better performance from the sales staff of companies they have already heard of though advertising. Buyers are more likely to listen to a salesperson from a company that they have already heard of through advertising. It costs companies less to sell a product if the buyer is aware of the company before the salesperson arrives.

Personal selling should be used together with ______ to achieve success.

IMC tools

Personal selling uses dyadic communication for which of the following reasons?

It lets the personal seller better shape and tailor the message.

Which of the following statements are true about closing a sale? (Check all that apply.)

It often requires management support for sales staff. It is the vital component of a sales presentation. It is the hardest step for many salespeople.

Which of the following is a quantitative measure of sales results?

Percentage of sales quota achieved

Evaluating the costs of personal selling should involve examination of which of the following? (Check all that apply.)

The cost of other options for communicating the same message The sales objectives

Which of the following are factors leading to the fast changes taking place in the business world? (Check all that apply.)

The evolving boundaries in many industries The increase in information and economic power held by individuals and companies The greater emphasis on value over efficiency

Personal selling involves ______.

person-to-person communications with the goal of making a sale

True or false: The cost associated with generating a qualified sales lead is less than $150 in most industries.

False

Which of the following marketed items would benefit most from personal selling?

A new pharmaceutical product to treat a rare form of cancer

Match the classification of sales job (in the first column) with its definition (in the second).

Account executive - Runs demos, gives presentations, identifies potential buying obstacles, negotiates actual terms Sales development rep - Researches the buyer, prospects, qualifies leads Sales engineer - Answers in-depth product questions, works with prospects to determine technical needs, helps salespeople give demos

Which of the following accurately describes the existence of ethical dilemmas in personal selling?

Because income is affected by sales, some sales representatives act unethically in order to make a sale.

Which of the following statements about the cost of personal selling are true? (Check all that apply.)

Closing a sale generally requires an average of five calls. Personal selling is an expensive form of communication.

In which of the following ways has the role of personal selling changed?

Cooperation between the sales and marketing departments is necessary for successful personal selling.

Which of the following is a qualitative measure of sales?

Execution of selling techniques

True or false: Relationship marketing refers to a set of tools used to carry out the concept of customer relationship marketing (CRM).

False

_____ is the sales role that involves bringing incremental value to the customer by identifying problems and offering alternatives and solutions with tangible value.

Guiding

When establishing a promotional program, a manager should determine which of the following? (Check all that apply.)

How significant the role of personal selling should be in relation to other promotional-mix elements What the actual tasks are that personal selling will need to accomplish

Which of the following statements are true concerning combining telemarketing activities with personal selling within a corporation? (Check all that apply.)

It can be used for maintaining relationships and supporting customers after a sales has been made. It improves the odds that the sales team will work with leads that will result in a sale. It can improve public relations through more frequent customer contact.

Which of the following elements should be considered in rating sales staff? (Check all that apply.)

Knowledge of products and customers Capability to alter methods and goals Cross-functional sales volume

Which of the following statements about the use of personal selling by companies are true? (Check all that apply.)

Most firms emphasize a balance of personal selling and promotional program elements. Firms utilize personal selling to varying degrees.

Pedersen is a manufacturer of specialty adhesives for fiberglass sailboats. The adhesives are used by experienced owners doing repairs as well as by sailboat repair shops. Which of the following would be the most effective way for Pedersen to promote the adhesives to its target market?

Personal selling

Which of the following is the most likely reason a company would devote a large percentage of its promotional budget to personal selling?

Personal selling is the most appropriate and advantageous option for the marketed items, although it is expensive.

Which of the following include messages the salesperson is likely to need to communicate? (Check all that apply.)

Product benefits General awareness of the product

Combining advertising and personal selling does which of the following? (Check all that apply.)

Reduces costs Increases reach

Which of the following are indirect, as opposed to direct, means through which manufacturers promote their goods to potential customers? (Check all that apply.)

Resellers Salespeople

Which of the following statements about sales promotions and the sales personnel within a company are true?

Sales awards are often used as an incentive for sales staff.

Which of the following are advantages of personal selling? (Check all that apply.)

Sales representatives can individually tweak programs to meet unique buyer needs. Sales representatives can learn about what is going on in the industry through field observation. Sales representatives can provide advice and develop close relationships with buyers.

Identify each of the given measures as either a sales result or sales effort.

Sales result - Number of orders obtained -Dollar sales volume -Net profit Sales effort - Number of displays set up -Percentage of goods returned -Expense by product type

Which of the following examples best illustrates what makes the current role of personal selling different from the past?

Seller Lakeisha works closely with buyer Remy to achieve a positive outcome for both parties.

Which of the following statements are true about a firm's sales staff in terms of public relations? (Check all that apply.)

They are often asked to take part in community activities. They are sometimes allowed to devote part of their workday for public service.

Which of the following are reasons that salespeople have an advantage in making a sale? (Check all that apply.)

They can easily tailor the sales message to individual clients. They can counsel clients and gain their confidence. They can uncover the true motivations and needs of the clients.

Which of the following are accurate statements about sales promotional tools? (Check all that apply.)

They can include incentive packages to boost sales. They may benefit the sales staff, reseller, or consumer.

Webinars are typically used for which of the following? (Check all that apply.)

To train employees To inform customers

The role of ______ is responsible for overall growth and strategy of the sales organization and team strategy.

VP of sales

Which of the following is an important question management should ask in order to best ascertain the role personal selling should have in a promotional program?

What is the key information that needs to be relayed to potential consumers?

Advertising is more effective than personal selling for situations in which ______.

a distinct, consistent message is needed to reach a large number of people

A detailed product demonstration presented to an online audience would be an example of a ______.

allows salespeople to increase efficiency by targeting the most promising prospects

A recent study showed that ______.

almost 90% of sales representatives have offered gifts in exchange for business

The growing use of the Internet has ______.

been advantageous to most sales forces

Following up with customers after a sale ______.

can create opportunities to cross sell

The cost associated with generating a qualified sales lead ______. (Check all that apply.)

can range widely from company to company can be more than $300 for some companies is less than $50 for some companies

The use of telemarketing with personal selling ______.

can result in lower overall sales costs

Marketers use web-related actions to develop leads and social media presence by ______. (Check all that apply.)

creating accounts on Twitter and Facebook producing downloadable coupons launching websites and blogs

Selling additional products to the same customer is known as ______.

cross selling

Qualitative sales efforts would most likely focus on ______.

customer satisfaction

Percentage of goods returned would be a measure of ______.

customer service

The biggest change in customer relationship management (CRM) is that CRM now ______.

emphasizes a symbiotic relationship between buyer and seller

The use of personal selling ______.

facilitates two-way communication between the buyer and seller

The pooling of resources by companies to increase purchasing power has led to ______.

faster changes in the business world

After locating a prospect, a salesperson's next move is to ______.

figure out the customer's desires and requirements

Evaluations of sales personnel should ______.

generate interest and zeal

As Internet usage has continued to increase, the Internet has ______.

given sales staff more time to focus on building relationships and providing complex business solutions

The influence of personal selling in a promotional program can be ascertained by looking at ______. (Check all that apply.)

implemented programs marketing intelligence follow-up activities

Disadvantages of personal sales include ______. (Check all that apply.)

inability to reach large numbers of prospects inconsistent information being disseminated to clients higher costs than other sales methods

Surveys show that people consider the number one trait that a salesperson should possess is to be ______.

knowledgeable

Relationship-oriented salespeople ______.

make many connections within a client firm

The sales role that involves outlining an account strategy and a solution strategy for the customer is called ______.

mapmaking

Personal sales staff ______.

may be used directly or indirectly for public relations

The higher costs associated with personal selling ______.

may result in high returns

Rather than just selling, the sales department uses techniques like ______ when employing relationship marketing. (Check all that apply.)

message differentiation database marketing

Leads are people who ______.

might become customers

While determining the information to be exchanged, a salesperson may need to counter ______.

misconceptions

Measures of customer service include ______. (Check all that apply.)

number of service calls percentage of goods returned unit delivery cost

A company that is open to changes and has strong field managers is more likely to ______.

perform effectively

Buyers tend to dislike salespeople who ______.

press them into making a quick decision to buy

The criteria used to evaluate personal selling are ______. (Check all that apply.)

program implementations provision of marketing intelligence follow-up activities

The first step in the personal selling process is ______.

prospecting

A person who is able to make buying decisions and pay for a product is known as a ______.

qualified prospect

Understanding of selling techniques is a ______ measure of sales ______.

qualitative; results

Unit sales volume would be a ______ measure of sales _______.

quantitative; results

Adoption of a relationship marketing and CRM approach will ______.

require a more strategic approach

One disadvantage of personal selling is that ______.

sales and marketing staff are often pursuing different objectives

Characteristics that are vital for effective performance include ______. (Check all that apply.)

strength of the field manager consistent training and execution a connection between company values and sales strategies

A quantitative sales effort would most likely focus on ______.

unit delivery costs

Marketers have recently increased their use of ______ for lead generation and social media growth.

web-related activities