Chapter 16
__________ is a sales promotion tool used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.
Business promotion
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?
Customer
__________ is creating a brand-marketing event or serving as a sole or participating sponsor of events created by others.
Event marketing
A sales contest is considered a part of __________.
business promotions
The aim of transaction-oriented marketing is to help salespeople __________.
close a specific sale
Some companies still treat sales and marketing as separate functions. One effect this can have is to __________.
damage customer relationships
Trade promotion is a sales promotion tool used to __________.
persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to customers
The first step in the personal selling process is __________.
prospecting
What is the name for the steps that salespeople follow when selling?
Selling process
Which of the following describes sales promotion?
Short-term incentives to encourage the purchase or sales of a product or a service
Which one of the following statements is not true regarding social selling?
Social selling has changed the fundamentals of selling.
________ represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building.
A salesperson
What happens in the presentation step of the personal selling process?
A salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems
__________ is the sales step in which a salesperson checks in with the customer after the sale to ensure customer satisfaction and repeat business.
Follow-up
Which of the following is an objective for trade promotions?
Getting retailers to carry new items and more inventory
__________ is the sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying.
Handling objections
Which of the following refers to salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers?
Inside sales force
What action(s) can a company take in order to bring marketing and sales functions together?
Let brand managers tag along on sales calls.
________ involves presentations by the firm's sales force for the purpose of engaging customers, making sales, and building customer relationships.
Personal selling
__________ is the sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call.
Preapproach
________ refers to a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines.
Product sales force structure
Which of the following is not a step in an effective sales management process?
Prospecting
During a sales presentation, which of the following would best fit a relationship marketing approach?
Tell a value story.
Which of the following statements is true regarding salespeople?
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?
The concept of salesperson-owned loyalty describes the loyalty that salespersons have toward the company.
Customer sales force structure refers to a sales force organization ________.
in which salespeople specialize in selling only to certain customers or industries
Approach is the sales step in which a salesperson __________.
meets the customer for the first time
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
________ involves analyzing, planning, implementing, and controlling sales force activities.
Sales force management
In a territorial sales force structure, salespeople ________.
are assigned to an exclusive geographic territory to sell the company's full line
Closing is the sales step in which a salesperson __________.
asks the customer for an order
Consumer promotion is a sales promotion tool used to __________.
boost short-term customer buying and involvement or enhance long-term customer relationships
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 __________.
consumer promotion
Team selling ________.
using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts
