Marketing Chapter 16
Delta Faucet partnered with Warrior Dash, which sponsored several 5k mud run races around the country over the summer. At each event, Delta built a huge custom shower station, complete with 184 Delta showerheads, where mud-soaked competitors could meet and wash off after the race. This is an example of which type of promotion? Event marketing Trade show Samples Point-of-purchase promotions Contests, sweepstakes, and games
Event marketing
Helping salespeople to open "work smart" by doing the right things in the right ways is the goal of __________, whereas getting them to work hard is the goal of __________. supervision; motivation recruitment; training selection; compensation motivation; supervision training; motivation
supervision; motivation
Procter & Gamble organizes its sales reps into teams, and each team is assigned to a major account (such as Safeway or Walmart). Which type of sales force structure is P&G using in this example? Territorial Simple Customer Product Complex
Customer
Which of the following is an objective for trade promotions? Getting retailers to carry new items and more inventory Generating business leads Motivating salespeople Urging short-term customer buying Boosting consumer brand involvement
Getting retailers to carry new items and more inventory
Which of the following would NOT be a consideration for decision making in designing the full sales promotion program? Conditions for participation The length of the promotion The size of the promotion How to set it apart from other promotion mix elements How to promote the promotion
How to set it apart from other promotion mix elements
What action(s) can a company take in order to bring marketing and sales functions together? A. Let brand managers tag along on sales calls. B. Develop different objectives for sales and marketing people. C. Develop separate reward systems for sales and marketing people. D. Create clear lines of distinction between marketing and sales functions. E. Appoint marketing executives to analyze marketing and sales functions.
Let brand managers tag along on sales calls.
Which of the following is not a step in an effective sales management process? A. Prospecting B. Compensating C. Supervising D. Training E. Selecting
Prospecting
__________ identifies qualified potential customers and is the first step of the personal selling process. Approach Closing Preapproach Follow-up Prospecting
Prospecting
One study found that the best salespersons have four traits in common: intrinsic motivation, a disciplined work style, the ability to close a sale, and the ability to build relationships with customers. Knowing this would be most useful at which stage of sales force management? Training salespeople Recruiting and selecting salespeople Evaluating salespeople Compensating salespeople Setting sales force size
Recruiting and selecting salespeople
Which one of the following statements is not true regarding social selling? A. Social selling has dramatically changed the customer buying process. B. Social selling can produce big organizational benefits for sales forces. C. Social selling helps in nurturing customer relationships. D. Social selling provides salespeople with powerful tools for identifying prospects. E. Social selling has changed the fundamentals of selling.
Social selling has changed the fundamentals of selling.
During a sales presentation, which of the following would best fit a relationship marketing approach? Razzle-dazzle the customer. Focus the presentation on glad-handing. Tell a value story. Use hard-sell tactics. Convince the customer of the product's superiority.
Tell a value story.
Which of the following statements is true regarding salespeople? Salespeople must be fast talkers. Most salespeople lack common sense and social skills. Salespeople do not play a role in solving customer problems. Salespeople are not well educated. The best salespeople are the ones who work closely with customers for mutual gain.
The best salespeople are the ones who work closely with customers for mutual gain.
Which of the following statements does not reflect the role of salespersons within a company? A. Salespeople represent customers to the company. B. The concept of salesperson-owned loyalty describes the loyalty that salespersons have toward the company. C. Salespeople relay customer concerns about company products and actions back inside to those who can handle them. D. Salespeople act as "champions" of customers' interests and managing the buyer-seller relationship. E. Salespeople learn about customer needs and work with other marketing and nonmarketing people in the company to develop greater customer value.
The concept of salesperson-owned loyalty describes the loyalty that salespersons have toward the company.
A sales contest is considered a part of __________. business promotions point-of-purchase promotions trade promotions event marketing
business promotions
The aim of transaction-oriented marketing is to help salespeople __________. develop team selling develop long-term contacts with customers close a specific sale link the customers with the company develop customer relationships
close a specific sale
Toro ran a preseason promotion on its snowblower models offering a rebate if the snowfall in the buyer's market area turned out to be below average. This is an example of __________. sales contest event marketing consumer promotion trade promotion business promotion
consumer promotion
Some companies still treat sales and marketing as separate functions. One effect this can have is to __________. improve the company's performance damage customer relationships improve the relationships between the two departments improve coordination between the two departments allow marketing to be more in touch with customers
damage customer relationships
The first step in the personal selling process is __________. prospecting preapproach handling objections demonstration Presentation
prospecting