sales chapter 5

In the context of the types of advertising, _____ is undertaken by a manufacturer and directed toward a wholesaler or a retailer.

trade advertising

True or false: Sales promotion includes activities such as personal selling, advertising, and publicity used to create sales for goods or services.

F

Which of the following most likely exemplifies retail advertising?

Local supermarkets and department stores advertising nationally distributed brand products

Which of the following should be the only reason a salesperson uses a speakerphone in an office setting?

conference call

Advertising a retailer conducts with the cost paid for by a manufacturer or shared by a manufacturer and the retailer is known as _____.

cooperative advertising

________ ________ _________ (CRM) is a technology system that helps companies manage information about existing and potential customers.

customer relationship management

An auto parts manufacturer advertises engine components in magazines read by buyers employed by firms that manufacture cars. This scenario most likely exemplifies a type of advertising called _____.

industrial advertising

The ________ , often referred to as the Net, is a global network of computers.

internet

Identify a true statement about retail advertising.

It is used by a retailer to reach customers within its geographic trading area.

True or false: Netiquette is based on the Core Principle "do unto others as you would have done to you."

T

In the context of sales promotion, which of the following are true of point-of-purchase (POP) displays? (Check all that apply.)

They dramatically increase product sales. They may include photographs, banners, coupons, or a giant-size product carton.

In the context of sales promotion, identify a true statement about point-of-purchase (POP) displays.

They let a product be seen easily and purchased by people.

Identify the guidelines that should be followed by salespeople when creating an electronic mail (e-mail) to customers. (Check all that apply.)

They should utilize the same professional writing skills they would in a business letter. They should ensure that the e-mail is grammatically accurate.

Identify the important reasons for a salesperson to have selling knowledge. (Check all that apply.)

To develop relationships through truly caring about the needs of others To meet a buyer's expectations To build a buyer's confidence in the salesperson To increase the salesperson's self-confidence

True or false: Immediately before the sales period when a product's promotion begins, the sales force is informed of special discounts that they may offer to customers.

T

In the context of salespeople's communications with customers and employer, ________ _________ (e-mail) allows messages to be sent electronically through a system that delivers them immediately to any number of recipients worldwide.

electronic mail

In the context of sales training, selling is a skill that is actually developed only through _____, which is the critical source of sales knowledge.

experience

Match the types of sales promotion (in the left column) with their descriptions (in the right column).

Consumer sales promotion It includes free samples, coupons, contests, and demonstrations to the end users of a product. Trade sales promotion It encourages resellers to purchase and aggressively sell a manufacturer's products by offering incentives.

Which of the following are true of electronic calendar management as a part of sales force automation? (Check all that apply.)

For a sales manager, it automatically combines data concerning the whereabouts of the entire sales force. It lets salespeople instantly update their appointments and schedules directly from the field.

Buyers require salespeople to aid them in meeting their professional, organizational, and personal goals. Who among the following salespeople have the qualities that buyers want? (Check all that apply.)

Haya who effectively communicates and shows relationship-building behaviors Lila who is skilled in building a relationship and providing the ongoing service needed to maintain the relationship Tobias who is able to furnish significant information on the environment and help interpret the information

Ahmed, a salesperson, leaves a voice message for one of his customers. Identify the guidelines that should be followed by Ahmed in this scenario. (Check all that apply.)

He should avoid rambling and be specific and concise when leaving the message. He should say his name and phone number slowly at the beginning and ending of the message.

Identify a true statement about electronic calendar management as a part of sales force automation.

It helps salespeople manage time easily.

In the context of cooperative, or co-op, advertising, identify the aspects that are often provided for in advertising agreement between a retailer and a manufacturer. (Check all that apply.)

The duration of the advertisement The product(s) to be advertised The amount of money paid to the retailer for advertising purposes The type of advertising Proof

Identify a true statement about trade advertisements.

They appear in business magazines serving only wholesalers or retailers.

Identify a true statement about national advertisements.

They are shown across a country.

It is possible for a salesperson to prevent distractions caused by his or her cell phone during meetings, sales calls, or presentations in many ways. In this context, which of the following are guidelines that should be kept in mind at all times? (Check all that apply.)

Turn off the cell phone during meetings, sales calls, and presentations. Use the Caller ID feature to screen calls during meetings.

Which of the following are the do's of e-mail communication outlined by Marjorie Brody? (Check all that apply.)

Use unambiguous, descriptive, and current subject headings. Respond as quickly to an e-mail as you would to a telephone message.

A(n) _________ _________ _________ (GIS) allows salespeople to view and manipulate customer and/or prospect information on an electronic map.

geographic information systems

In the context of the types of advertising, _____ is primarily aimed at individuals and organizations that purchase products used in manufacturing other products.

industrial advertising

Advertising designed to reach all users of a product, whether consumers or industrial buyers, is known as _____.

national advertising

In the context of sales promotion, an article of merchandise offered as an incentive to a user to take some action is known as a _____.

premium

The value or worth of a product that attracts the buyer to exchange money or something of value for the product is known as

price

The effort an employer puts forth to provide the opportunity for a salesperson to receive job-related culture, skills, knowledge, and attitudes that result in improved performance in the selling environment is known as

sales training

In the context of sales promotion, _________ _________ are the number of individual products placed beside each other on the shelf in a retail store.

shelf facings

In the context of sales promotion, the physical placement of a product within a retailer's store is known as _____.

shelf positioning

Ram, a salesperson, plans to write an e-mail to one of his customers. Based on the don'ts of e-mail communication outlined by Marjorie Brody, identify the guidelines that should be followed by Ram when writing the e-mail. (Check all that apply.)

He should not make comments or requests in the e-mail that he would not make in person. He should avoid using all capital letters in the e-mail.

Identify the true statements about direct-mail advertising. (Check all that apply.)

It is an effective way of exposing users to a product. It reminds consumers that a product is available to meet a specific need.

In the context of sales, identify the true statements about the cloud. (Check all that apply.)

It lets salespeople access software anywhere if they are connected to the Internet. It has enabled a mobile and portable opportunity for salespeople.

Which of the following are true of a geographic information system (GIS) as a part of technology used by sales force? (Check all that apply.)

It may show customer buying patterns that otherwise may not be apparent. It lets salespeople access customer information directly from contact-management data and sort accordingly.

Identify the true statements about customer relationship management (CRM) technology. (Check all that apply.)

It provides salespeople with a tracking mechanism, and it has the ability to manage knowledge. It is like an electronic collection of business cards and has such information as contacts' name and title.

Identify the primary reasons for salespeople to use varying forms of technology. (Check all that apply.)

Salespeople are able to control their accounts efficiently. Salespeople are able to improve their customer relations.

Which of the following are the primary reasons for salespeople to use varying forms of technology? (Check all that apply.)

Salespeople are able to manage sales leads effectively. Salespeople are able to improve organization of selling time.

Daniella, a sales manager, plans to write an e-mail to one of her salespeople. Based on the don'ts of e-mail communication outlined by Marjorie Brody, identify a guideline that should be followed by Daniella when creating the e-mail.

She should avoid sending bad news (e.g., "You're fired.") through the e-mail.

Sheila, a salesperson, plans to write an e-mail to one of her customers. Based on the do's of e-mail communication outlined by Marjorie Brody, identify the guidelines that should be followed by Sheila when writing the e-mail. (Check all that apply.)

She should include a signature (sig) file at the end of the e-mail. She should include dates, salutations, and a friendly closing in the e-mail.

True or false: Salespeople should have company knowledge, which includes information about the history, policies, procedures, distribution systems, promotional activities, pricing practices, and technology that have guided their firm to its current position.

T

In the context of sales promotion, identify the primary purposes served by premiums. (Check all that apply.)

To encourage consumer sampling of a new product To boost sales of slow products

Identify the reasons why a company typically spends money on advertising. (Check all that apply.)

To inform customers about the company's products To develop leads for salespeople by means of ad response, mail-ins, and so on To create sales or presell customers between a salesperson's calls

Why does a company typically spend money on advertising? (Check all that apply.)

To provide salespeople with additional selling information for sales presentations To let prospects know that a product is on the market and where to buy it

In the context of salesperson knowledge, who among the following salespeople are likely to be effective in their jobs? (Check all that apply.)

Yang who tells customers about her firm's policies Ahmed who understands the channel of distribution his firm uses to move its products to the final consumer Kylie who knows about her firm's product and service and the competitors' solutions

In the context of the types of advertising, ________ - ___________ _________ is mailed directly to a consumer or an industrial user.

direct-mail advertising