Chapter 13

In order to win and keep accounts, most companies want their salesforce to practice ________ selling. A) value B) short-term C) competitive D) spendthrift E) profit margin

A

Rather than creating only short-term sales or temporary brand switching, ________ should help to reinforce the product's position and build long-term customer relationships. A) sales promotions B) promotion clutter C) samples D) trade promotions E) publicity

A

The qualities that buyers value most in salespeople include empathy, honesty, dependability, thoroughness, follow-through, and ________. A) good listening B) good presenting C) sympathy D) caring E) candor

A

) The prospecting step in the selling process includes identifying and ________ the prospects. A) calling on B) qualifying C) preselling D) making an appointment with E) approaching

B

A salesperson who researches a company's buying styles and product line is most likely in the ________ stage of the selling process. A) prospecting B) preapproach C) approach D) presentation E) closing

B

Manufacturers may offer a(n) ________ in return for the retailer's agreement to feature the manufacturer's products in advertising or display. A) POP promotion B) allowance C) incentive promotion D) price pack E) premium

B

Of the main consumer promotion tools, which is the most costly? A) coupons B) samples C) cash refunds D) advertising E) billboards

B

Of the major consumer promotion tools, which is the most effective for introducing a new product or creating excitement for an existing one? A) coupons B) samples C) cash refunds D) advertising E) rebates

B

The growing use of sales promotion has resulted in ________. A) advertising specialization B) promotion clutter C) promotional marketing D) advertising clutter E) promotion fatigue

B

Value merchant salespeople document and demonstrate the superior value of their products and services in hopes of ________. A) earning business from customers based on low prices B) gaining long-term business from customers C) closing deals quickly to meet team sales quotas D) gaining short-term sales that increase annual sales volume E) challenging customers to find better deals for products and services

B

Which description of a salesperson fits best with today's relationship marketing focus and solutions approach? A) hard-sell salesperson B) problem-solver salesperson C) razzle-dazzle salesperson D) salesperson on bonus and not on commission E) salesperson on commission and not on salary

B

Which of the following is the LEAST relevant characteristic that a salesperson should consider when qualifying a prospect? A) financial ability B) longevity in the market C) special needs D) location E) volume of business

B

________ are goods offered either free or at low cost as an incentive to buy a product; they may come in-pack, on-pack, or delivered through the mail. A) Rebates B) Premiums C) Price packs D) Cash refund offers E) Point-of-purchase promotions

B

A(n) ________ has the advertiser's name on it and is given as a gift to consumers. A) premium B) POP promotion C) advertising specialty D) price pack E) sample

C

In this step of the sales process, salespeople can now take advantage of technologies such as DVDs, handheld computers, interactive white boards, and laptop computers to show customers images that support the salesperson's verbal message. A) prospecting B) preapproach C) presentation and demonstration D) closing E) follow-up

C

Manufacturers direct more sales promotion dollars toward ________ than to ________. A) consumers; retailers B) customers; wholesalers C) retailers and wholesalers; consumers D) mature consumers; teenagers E) retailers; wholesalers

C

Pressure to increase short-term sales, less differentiated brands, declining advertising efficiency, and increasingly deal-oriented customers are all factors contributing to the ________. A) growth of personal selling B) decline of personal selling C) growth of sales promotion D) decline of sales promotion E) decline of customer relationships

C

The qualities buyers' dislike most in salespeople include all EXCEPT which of the following? A) being pushy B) being deceitful C) being reliant on technology D) being unprepared E) being disorganized

C

Which of the following best describes a salesperson who would be categorized as a value spendthrift? A) believes management pursues a value-driven strategy B) regularly gains more business at the same price C) concedes on price in order to quickly close sales deals D) documents claims to customers about superior monetary value E) explains to the firm that it needs more evidence of excellent value

C

________ involves two-way, personal communication between salespeople and individual customers-whether face-to-face, by telephone, through video or Web conferences, or by other means. A) Advertising B) Public relations C) Personal selling D) Mass marketing E) Direct marketing

C

________ offer consumers savings off the regular price of a product, with the reduced price marked by the producer directly on the label or package. A) Premiums B) Patronage rewards C) Price packs D) Samples E) Rebates

C

A(n) ________ serves as a critical link between a company and its customers by performing one or more of the following: prospecting, communicating, selling, servicing, information gathering, and relationship building. A) manager B) executive C) support person D) salesperson E) consultant

D

Business promotion tools are used for all of the following EXCEPT to ________. A) generate business leads B) stimulate purchases C) reward customers D) increase manufacturing E) motivate salespeople

D

In the handling objections step of the selling process, a salesperson should seek out hidden objections, ask the buyer to clarify objections, treat objections as opportunities to provide more information, and ________. A) offer the buyer a discount for placing an order early B) seek to minimize or play down the objections C) compliment the buyer for bringing the objections up D) turn the objections into reasons for buying E) move on to closing the sale

D

In which step of the sales process would a salesperson call on a customer to ensure proper installation and servicing of a product? A) approach B) presentation and demonstration C) handling objections D) follow-up E) prospecting and qualifying

D

Salespeople should know how to recognize ________ signals from the buyer, which can include physical actions such as leaning forward and nodding or questions about prices and credit terms. A) qualifying B) approach C) objection D) closing E) follow-up

D

The ________ step of the selling process is difficult for some salespeople because they lack confidence, feel guilty about asking for an order, or may not recognize the right time to ask for an order. A) approaching the prospect B) making a professional presentation C) handling objections D) closing the sale E) following up

D

The salesperson meets the customer for the first time in the ________ step of the selling process. A) prospecting B) qualifying C) preapproach D) approach E) presentation

D

Which consumer promotion tool requires consumers to send a proof of purchase to the manufacturer? A) cents-off deals B) coupons C) samples D) cash refunds E) promotional products

D

Which of the following is NOT an objective for trade promotions? A) to get retailers to carry new items B) to get retailers to advertise a product C) to gain more shelf space D) to get salespeople to sign up new accounts E) to get retailers to carry more inventory

D

Whom do members of a sales force typically represent? A) They represent the company to customers. B) They represent the company to investors. C) They represent the customer to the company. D) A and C E) all of the above

D

________ consists of short-term incentives to encourage the purchase or sale of a product or service. This offers reasons to buy it now. A) A patronage reward B) A segmented promotion C) Advertising D) Sales promotion E) Publicity

D

Which of the following is NOT one of the four major target audiences of sales promotion tools? A) final buyers B) retailers C) business customers D) members of the sales force E) investors

E

Which of the following promotion tools involves interpersonal interactions with customers and prospects to make sales and maintain customer relationships? A) personal selling B) advertising C) E-commerce D) publicity E) public relations

a