CH 16
Richard, a salesperson, works for Wellington Steelworks. After researching a qualified lead, Richard is preparing opening lines for meeting the customer for the first time. Which step of the selling process is he about to enter?
approach
In the ________, separate sales forces are set up for different industries.
customer sales force structure
If a company ________, it should adopt a product sales force structure, in which the sales force specializes along product lines.
has numerous and complex products
Melissa Price is a member of the sales force at Urban Fashions, a Houston-based manufacturer of women's apparel. Melissa is preparing for a first meeting with a wholesaler who is a potential customer. She is learning as much as she can about her prospect and his organization. Melissa is in the ________ step of the personal selling process.
preapproach
________ are useful articles imprinted with an advertiser's name, logo, or message that are given as gifts to consumers.
promotional products
Which of the following is the first step in the personal selling process?
prospecting
During the prospecting stage, a salesperson needs to identify the good leads and screen out the poor ones through a process known as ________.
qualifying
Which of the following refers to a closing technique used by salespeople?
reviewing points of agreement
The concept of ________ is based on the idea that for many customers, the salesperson is the companylong dash—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.
sales person owned loyalty
Happy Pet is a large pet food company that has convinced the retailers and the wholesalers of the New England area to resell its products. Happy Pet promises to reimburse the advertising costs to its retailers and wholesalers for advertising its products. This is an example of a ________.
trade promotion
