Chapter 13 - Homework 9
Closing a sale with a particular customer is a short-term ________ orientation, but the selling process must also take a ________ orientation and look at the long term.
transactional; relationship
In general, sales promotion campaigns should ______________________.
be customer relationship building
The four elements of a compensation plan for salespeople are __________.
A fixed amount, a variable amount, expenses, and fringe benefits
The first decision a manager must make in sales force management is _______________.
Designing sales force strategy and structure
High sales force costs necessitate an effective sales management process consisting of which of the following steps?
Designing sales force strategy and structure and recruiting and selecting, training, compensating, supervising, and evaluating the firm's salespeople.
A salesperson's role as a(n) ________ demands creative selling, social selling, and relationship building.
Order getter
_________________________ are the objectives of trade promotions.
Getting retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space
Which of the following statements about personal selling is correct?
Many customers are unable to distinguish the salesperson from the company.
Which of the following statements about personal selling is correct?
Salespeople are often the only direct contact with a customer.
Which of the following is a drawback to social selling?
Some things cannot be presented over the internet
What characteristics are possessed by the best salespeople?
The best salespeople are the ones who work closely with customers for mutual gain.
After recruiting and selecting salespeople, what is the next major step in sales force management?
Training salespeople
Depending on the type of promotion, a marketer develops and implements the sales promotion program by using three key promotion tools. These are ______________.
consumer promotion tools, trade promotion tools, or business promotion tools
Sales promotion campaigns call for setting sales promotion objectives. In general, sales promotions should be ________.
consumer relationship building
With companies becoming more market-oriented, the sales force plays a key role in ________ and __________________________.
engaging customer; developing and managing profitable customer relationships
What is the final step in the seven-step personal selling process?
follow up
After the presentation and demonstration step in the sales process, a salesperson should next be prepared to _______.
handle objections
During the presentation and demonstration step in the personal selling process, the salesperson needs to be prepared to _________.
handle objectives
Personal selling can be more effective than advertising in complex selling situations because it is ______________________________.
interpersonal
Personal selling can be very effective in complex selling situations because it involves ________ interactions and engagement between salespeople and individual customers.
interpersonal
The sales force sells products by engaging customers, presenting its offerings, answering objections, negotiating prices and terms, closing sales, servicing accounts, and ________.
maintaining account relationships
It's time for the Super Bowl, and the end-of-the-aisle displays at the supermarket feature chips, dips, and soft drinks. What type of sales promotion tool is this?
point of purchase
Most companies today want their salespeople to _______, which means demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company.
practice value selling
At which stage in the selling process does a salesperson attempt to learn as much as possible about the organization (what it needs, who is involved in the buying) and its buyers (their characteristics and buying styles)?
preapproach
One consumer promotion tool is _______, which are goods offered either free or at low cost as an incentive to buy a product.
premiums
GE Healthcare employs different sales forces for diagnostic imaging, life sciences, and integrated IT products and services. GE Healthcare has adopted a ______ sales force structure.
product
Personal selling involves a multiple-step process. The first step is ______________ and the last step is _______________________.
prospecting and qualifying; follow-up
The performance difference between an average salesperson and a top salesperson can be substantial. Therefore, at the heart of any successful sales force operation is the ______ of good salespeople.
recruitment and selection
After sales promotion campaign objectives are set, the next steps are ________, and then __________________________.
selecting tools; developing and implementing the sales promotion program
After determining the type of promotion to use, marketers then must decide on the _______ and the ______.
size of the incentive; conditions for participation
The fastest-growing sales trend is the explosion in ________, which is using online, mobile, and social media in selling.
social selling
The fastest-growing sales trend today is ______________.
social selling
_______ is the use of online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance.
social selling
Strong relationships with the salesperson will result in ________.
strong relationships with the company and its products
More than a territory, compensation, and training, new salespeople need ________________.
supervision and motivation
During the presentation step in the personal selling process, the salesperson ______________.
tells the buyer a "value story"
Justin, Inc., a U.S.-based watch manufacturer, sells its products in China, Russia, France, and India. To manage sales, Justin appoints a number of sales representatives to each location. Justin has adopted a ________ sales force structure.
territorial
Companies often divide sales responsibilities along three lines. These are a _____, _____, or ____ sales force structure, which can also be combined.
territorial, product, customer
At which step in the personal selling process does a salesperson meet the customer for the first time?
to approach
To set its sales force size, a company can first group accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times. This is called the ______ approach.
workload
As companies become more market-centered, a customer-focused sales force __________________.
works to produce both customer satisfaction and company profit
____________________ are promotional tools that can be used to attract consumers.
rebates, coupons, price packs, and samples
The seven-step selling process takes a __________ approach to selling. In other words, its aim is to help salespeople close a specific sale with a customer.
transaction-oriented