Ch. 18 Mindtap

When deciding on sales promotion methods to employ, marketers take several factors into consideration. Which factor below is MOST likely to affect decisions regarding sales promotion methods?

-legal environment -product durability -customer shopping patterns

Which of the following are reason why the proportion of promotional dollars spent on sales promotion has increased in recent years?

-sales promotions aimed at convincing customers to change brands are more effective bc of declines in brand loyalty in general -bc of an increased focus on value, consumers are more responsive to promotional offers -retailers have become more powerful relative to manufacturers and are demanding more trade sales promotion efforts

Which of the following statements is true about training salespeople?

-sales training may be done in the field, at educational institutions, in company facilities or online -new salespeople usually require comprehensive training -some firms train new employees before assigned them to a specific sales position

Which of the following statements is true when making a sales presentation?

-the salesperson must be able to adjust the message to meet the prospect's informational needs -the salesperson must attract and hold the prospect's attention during the sales presentation - the most successful salespeople are thorough in their preapproach

Jennifer Clarkson, a sales representative for a publisher of college textbooks, had the southern half of the state as a sales territory. Last year, the director of marketing for the publishing company told Jennifer's sales manager to increase her territory to the entire state. Now Jennifer's customers are less satisfied with the company. They are most likely to blame _______ for their reduced level of customer satisfaction.

Jennifer

Spencer is a sales representative for an office furniture company. Last year, the production manager decided to replace one of their suppliers with a cheaper alternative. As a result, the furniture is not as durable as the prior models and is more likely to break. The CEO of the company has told the Director of Marketing to keep the prices constant. He has also told the sales managers to instruct the sales representatives to not mention the change in quality. If Spencer's customers are having issues with their new furniture, most of the burden of achieving customer satisfaction lies with _______.

Spencer

Energizer decides to offer buyers the opportunity to mail in the proof of purchase for batteries in exchange for a free plush version of its Energizer Bunny. This is an example of _______.

a premium

In certain boxes of cereal, Kellogg's offers a code that customers can redeem for a free children's eBook. This is an example of _______.

a premium

Makita, a manufacturer of power tools, is offering _______ to motivate its distributors to sell more of its products. It is offering recognition and a prize to the distributor who sells the most of its power tools to retail stores in the next month.

a sales contest

When the salesperson asks the customer several questions that assume they are buying the product, this is known as _______.

a trial close

During the evaluation of one of his salespeople, Kurt determines that Isaac's average sales per customer is lower than that of other salespeople on staff. At their performance review, Kurt will most likely _______.

adjust the motivational methods used for Isaac

The use of sales promotion has increased dramatically over the past 30 years, primarily at the expense of _______.

advertising

Creating a favorable impression and developing rapport with prospective customers is a critical part of the _______ step of personal selling.

approach

Which of the following statements is true about relationship selling?

being proactive in identifying the need for recovery behaviors is important

After offering a cents-off offer to consumers, DiGiorno Pizza offers its retailers a sum of money for each pizza the retailer purchases. This would be an example of a _______.

buy-back allowance

Sometimes retailers are offered temporary price reductions for purchasing specified quantities of a product. These offers are used to provide an incentive to handle a new product, to achieve a temporary price reduction, or to stimulate the purchase of an item in large quantities. What is this sales promotion?

buying allowance

Xavier is a purchasing agent for the Kroger grocery chain. He is currently negotiating with Kellogg's to receive a temporary price reduction based on the volume of cereal he is purchasing. This is an example of a _______.

buying allwance

At the end of each day, Deshawn submits a _______ to his sales manager that identifies the customers called on and provides detailed information about interactions with those clients.

call report

_______ are promotions that allow buyers to pay less than the regular price to encourage purchase, and _______ are promotions in which a consumer is sent a specified amount of money for making a single purchase.

cents-off offers, rebates

Dwight is looking for new potential clients. He has decided to find potential clients through the use of a phone book and he will call them without prior consent, which is known as the _______ method.

cold canvass

A sales rep's willingness to accept risk is most relevant to the sales manager during which phase of sales management?

compensating salespeople

Felix goes to McDonald's, where he collects Monopoly real estate pieces that are available on cups and fries. As he collects the pieces, he can win cash and prizes. This is an example of a _______.

consumer game

Procter & Gamble uses many different _______ in order to encourage consumers to purchase its products, including coupons, cents-off offers, rebates, point-of-purchase displays, free samples, and consumer contests

consumer sales promotion methods

Bo finds a code under the cap of the soft drink he just bought. He visits a website where he enters the code for a chance to win a prize. This is an example of a _______.

consumer sweepstakes

An arrangement in which a manufacturer pays a certain amount of a retailer's media costs for advertising that manufacturer's products is _______.

cooperative advertising

Walmart puts an advertisement in the Sunday newspaper that features toys from Fisher-Pice and electronics from Samsung. Because they are featured in the ad, Fisher-Price and Samsung have agreed to pay a portion of Walmart's media costs. This is an example of a _______.

cooperative advertising

Fraudulent usage, inability to attract potentially brand-loyal customers, and use by current customers but not new customers are believed to be disadvantages of which of the following?

coupons

In the weeks leading up to Halloween, Hershey's decides to use _______, the most common form of sales promotion, to encourage consumers to buy Hershey's products.

coupons

Tobias does not like making cold calls on businesses to find potential customers. He has many satisfied customers and would much rather use one of the best ways to find new prospects, which is why he uses _______.

customer referrals

A commercial for SodaStream announces that the sparkling water makers are available at Bed Bath & Beyond and Target. This is a form of sales promotion called

dealer listing

Sam is the owner of a regional chain of convenience stores. He recently made a large purchase of Slim Jim snacks for his stores and received a gift from ConAgra Foods, the makers of Slim Jim. This gift is referred to as a _______.

dealer loader

Although Maybelline would like to use _______ as a consumer sales promotion method, this method has extremely high labor costs that are more affordable for higher-end make-up companies such as Clinique and Estée Lauder.

demonstrations

You are a senior analyst in the sales and finance group at an auto parts company. Your boss has asked you to complete a project that examines the following: The sales potential for several different census tracts Customer density and distribution in the different census tracts Based on the information you are collecting, what element of sales force management is your boss focused on?

determining sales territories

A sales manager has analyzed the cost of the average salesperson in her firm and has determined that hiring an additional salesperson would not bring in more revenue than the cost of that salesperson. The sales manager is performing which sales management task?

determining size of the sales force

George, a car salesman, asks customers whether they have had any issues with their new car _______.

during the follow-up

Chuck works for a small manufacturer of salsa. For his job, he travels to various grocery stores within his territory to find out how much salsa each store plans on ordering in the coming month. Chuck is best classified as a(n) _______

field order taker

Ryan is the owner of a small corner grocery store. He does not have time to keep track of how much he has to order of every item he keeps in stock, so he relies on the _______ from his various suppliers to make sure his orders are placed periodically.

field order takers

Personal selling goals typically include finding prospects, determining their needs, persuading prospects to buy, and _______.

following up on the sale

Every time customers visit Dave's Sandwich Shoppe, they swipe a card through a scanner that allows them to earn points for discounts on future purchases. This is an example of a _______.

frequent user incentive

In recent years the proportion of promotional dollars spent on sales promotion has _______.

increased relative to advertising

Angela works for QVC, a home shopping channel. As part of her job, she answers the phone calls from customers who wish to place an order for something they have seen on TV. Angela is best classified as a(n) _______.

inside order taker

Landon has a part-time job as a salesperson for JCPenney, a retail department store. Landon's job is best classified as a(n) _______

inside order taker

Isabelle and George both work in sales at John Deere. Isabelle's main job is to take orders, follow up on deliveries to make sure they were shipped on time, and provide some basic technical services. She mainly deals with current customers, although sometimes she will receive calls from potential customers interested in learning more about the firm's products. George, on the other hand, actively seeks new potential clients. He is constantly attending events to solicit new clients and he makes sales calls to potential clients to discuss John Deere's product offerings. Like Isabelle he also takes orders for equipment. Isabelle is most likely a(n) _______ salesperson, while George is most likely a(n) _______ salesperson.

inside; outside

Lindsay is an exercise equipment salesperson. When making a sales presentation, she realizes that _______ would be most beneficial in keeping the potential customer's attention and enhancing the presentation.

inviting the prospect to use the equipment

Which of the following statements is true about personal selling?

it gives marketers the greatest freedom to adjust a message to satisfy consumers' information needs

The best advice for recruiting and selecting salespeople for one's organization would be _______.

make recruitment a continuous activity aimed at seeking out the best applicants

Target sets up a special display in its stores featuring Brawny paper towels. Because it has set up this display, Brawny agrees to provide a _______ to Target

merchandise allowance

Isabella is using a scheduling system to plan her sales calls for the coming week. The system's main goal is to _______ when routing and scheduling sales representatives.

minimize nonselling time

Daphne King of Cleborn Pharmaceuticals tells a sales management class at the state university that her job is to call on doctors and explain the benefits of new prescription drugs that her firm develops. Daphne would call herself a(n) _______.

missionary salesperson

Hannah works for a shoe manufacturer. She spends most of her time visiting retailers to encourage them to place orders with her company's wholesalers. Hannah is best classified as a(n) _______.

missionary salesperson

Zach works for a pharmaceutical company and spends most of his days visiting various doctors, pharmacists, and hospitals. He promotes his company's products by speaking with the doctors and pharmacists and leaving samples for them to give to their patients. Zach would most likely be referred to as a(n) _______.

missionary salesperson

is a support salesperson, usually employed by a manufacturer, who assists the producer's customers in selling to their own customers.

missionary salesperson

Ryan and Megan sell printing solutions for the same company. Their target customers are small businesses with low printing volume. Their sales territories have the same sales potential, but Megan's territory covers the Atlanta metropolitan area while Ryan's territory is much larger and covers the rest of Georgia. As a result of the difference in size between the two territories, Ryan _______.

must work harder and longer to generate the same sales volume as Megan

Lisa's position requires that she increase sales of her company's products. She finds ways to get existing customers to repurchase and finds new customers for her company's products. Lisa would best be described as a(n) _______.

order getter

Desiree's job as a salesperson has her mostly contacting existing customers in order to gain repeat sales. Her position is most likely a(n) _______.

order taker

Which of the following statements is true about personal selling?

personal selling is the most precise of all promotional methods

CoverGirl created a display rack to feature its new line of cosmetics in the store. This is an example of _______.

point-of-purchase material

Before she calls potential clients for the accounting firm she works for, Joy is identifying key decision makers at each company, contacting other clients for information about them, and identifying needs of each company. This process is called _______.

preapproach

Chris has finished going through marriage announcements in the local newspaper to find potential customers of her wedding photography business. She has also evaluated them based on their ability and willingness to buy her services. She realizes that the next step in the personal selling business is to _______.

preapproach

When deciding on sales promotion methods to employ, marketers take several factors into consideration. Which factor below is LEAST likely to affect decisions regarding sales promotion methods?

product packaing

Rachel is a sales representative. Every week, she spends time looking for potential customers by doing an online search through her industry's trade association database for new members. This is part of which step of the personal selling process?

prospecting

Salim has recently been hired as a salesperson for an air conditioner sales firm. When he started his job, he decided that the first thing to do was to go through his company's sales records and through telephone directories to find potential customers. During this process, Salim was _______.

prospecting

Stuart likes to have at least 25 potential customers ready to call for additional sales. He just realized that he currently has less than 20. In order to get his list back above 25, Stuart will have to spend time _______.

prospecting

Aaron Epstein tells his fellow retail salesperson at Zales Jewelers that during the second quarter he is going to sell all the Alance watches he can and use his extra earnings to go to Cancun. He exclaims, "Can you believe the _______ program they have on for this quarter?"

push money

Sarah is a sales representative for Dana Holding Corporation, a manufacturer of axles, drive shafts, and other car parts. She spends her time listening to her clients, which include auto manufacturers, to understand their organizations. She also understands their needs and challenges and provides support to her clients after the sale. Which type of selling is Sarah engaged in?

relationship selling

Which of the following statements is true about salespeople?

salespeople are almost always closer to customers than anyone else in the company

At last year's holiday banquet, Eric was recognized in front of all of the other salespeople and in front of senior management for being the highest-earning salesperson in the firm. This is an example of the company's efforts at _______.

salesperson motivation

Realizing that her firm's sales promotion budget was small and cut by 30% for the coming year, Stacey Baronas rules out _______ as playing a role in her sales promotion plan

samples

Benny is looking for a position as a salesperson. Ideally, he would like a job that has a _______ compensation plan because he enjoys aggressive selling and wants to spend as little amount of time as possible on nonselling tasks.

straight commission

Senior management at Best Buy is reviewing the compensation strategy for the company's salespeople. They currently use _______, which gives the company the benefits of being easy to administer, yielding predictable selling expenses, and providing managers greater control over their salespeople.

straight salary

Christine is a sales representative for a medical supply company. She has a sales call scheduled in which she will join other employees from the company, including personnel from the financial and engineering departments, to make a sales pitch to a medical center. Christine is engaged in _______.

team selling

Natalie is a sales representative with Nike. Tomorrow she will join with people from the firm's financial, engineering, and other functional areas to engage in the personal selling process. Natalie is engaged in _______.

team selling

Which of the following is particularly appropriate for pricey high-tech business products, such as jet aircraft and medical equipment?

team selling

Which of the following types is most appropriate when selling new technology that needs specific technical expertise due to its complexity?

team selling

Chris works for a manufacturer of replacement knees and hips. He often works in operating rooms with surgeons during knee and hip replacements to help them as they perform surgeries, answering questions and providing support. Chris is best described as a(n) _______.

technical salesperson

Jin Xiao, a trained engineer, is a salesperson for a chemical manufacturer. He provides current customers with advice about a product's characteristics and applications. He is a(n) _______.

technical salesperson

In designing sales territories, a sales manager considers several major factors. The territories must be constructed so that sales potential can be measured; the shape of the territories should facilitate salespeople's activities to provide the best possible coverage of customers; and _______.

territories should be designed to minimize selling costs

Which of the following statements is true about the follow-up step of the personal selling process?

the follow-up helps create loyalty on the part of the buyer

The main consideration that marketers use when setting up a coupon promotion for a product is _______.

the nature of the product

Marisol works for a manufacturer of frozen foods. Her job consists of visiting retailers and helping them promote her company's products. She helps restock shelves, negotiates for more shelf space, and sets up displays. Her position is best described as a(n) _______.

trade salesperson

Treasure works for Frito-Lay and works with retailers to help promote the company's snack foods. She sets up displays in the stores and occasionally hands out samples to customers. Treasure is best described as a(n) _______.

trade salesperson

During a sales presentation, Tom asks, "When will you be available next week for our delivery team to install your new windows, Mrs. Gibson?" This is an example of a(n) _______.

trial close

Merchandise allowances are best suited to high-volume, high-profit, easily handled products.

true

Relationship selling involves building mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time

true

Sales promotion may facilitate personal selling.

true

Team selling involves the salesperson joining with people from the firm's financial, engineering, and other functional areas.

true

The primary goals of personal selling are finding prospects, convincing prospects to buy, and keeping customers satisfied.

true