Chapter 16
) Members of a company's ________ conduct business from their offices using telephones, e-mails, or visits from prospective buyers to generate sales.
) inside sales force
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
A) They represent the company to customers. C) They represent the customer to the company.
A company can unite its marketing and sales functions through all of the following activities EXCEPT ________. A) assigning a telemarketer the task of visiting a customer B) arranging joint meetings to clarify all aspects of communication C) appointing an executive to oversee both departments D) having a salesperson preview ads and sales-promotion campaigns E) sending brand managers on sales calls with a salesperson
A) assigning a telemarketer the task of visiting a customer
84) Mary Conti is sales manager for National Computer Training. She wants to evaluate the performance of her sales force responsible for the New England territory. Mary will most likely review all of the following in her evaluation EXCEPT ________. A) call plans B) sales reports C) call reports D) expense reports E) territorial sales and profit reports
A) call plans
35) Sales ________ encourage a sales force to make a selling effort that is above and beyond the normal expectation. A) contests B) quotas C) meetings D) reports E) plans
A) contests
74) Trade shows offer manufacturers the opportunity to do all of the following EXCEPT ________. A) establish a sales contest B) find new sales leads C) contact customers D) introduce new products E) educate customers
A) establish a sales contest
67) Which consumer promotion offers consumers the chance to win something by presenting them with an item such as a scratch-off card or a bingo number ? A) game B) contest C) price pack D) sweepstakes E) point-of-purchase promotion
A) game
48) The qualities that buyers value most in salespeople include empathy, honesty, dependability, thoroughness, follow-through, and ________.
A) good listening
77) Johnson Business Solutions, Inc. maintains one sales force for its copy machines and a separate sales force for its computer systems. Johnson Business Solutions utilizes a(n) ________ structure. A) product sales force B) customer sales force C) territorial sales force D) integrated sales force E) complex sales force
A) product sales force
A salesperson in the prospecting stage most likely uses of the following methods EXCEPT ________. A) referrals from competing salespeople B) referrals from current customers C) referrals from dealers D) referrals from suppliers E) cold calling
A) referrals from competing salespeople
88) An insert in a Land's End catalog offers free shipping on your next purchase. This is an example of a ________. A) sales promotion B) POP promotion C) trade promotion D) price pack E) premium
A) sales promotion
27) Helping the sales force "work smart" is the goal of ________.
A) sales supervision
62) Which of the following consumer promotion tools is the MOST costly way for companies to introduce a new product? A) samples B) coupons C) premiums D) cash refunds E) price packs
A) samples
83) An IBM sales representative is giving a product demonstration to a Best Buy representative. Assisting with the demonstration are an engineer, a financial analyst, and an information systems specialist. If IBM wins the Best Buy account, then all four IBM representatives will service the Best Buy account. This is an example of ________. A) team selling B) territorial selling C) inside selling D) prospecting E) sales promoting
A) team selling
Of the three typical types of sales force structures, which one is often supported by many levels of sales management positions in specific geographical areas? A) territorial B) product C) customer D) complex systems E) A and B
A) territorial
11) Which of the following would a company most likely use to determine sales force size? A) the workload approach B) product availability C) demographic characteristics of the sales force D) the outside sales force method E) profit margin
A) the workload approach
93) Happy Pet is a large petfood company that sells its products to retail pet supply stores as well as wholesalers. The sales force at Happy Pet is LEAST likely to do which of the following? A) work directly with final customers B) build relationships with wholesalers C) help retailers effectively sell the company's products D) communicate regularly with business customers E) represent wholesalers and retailers to the company
A) work directly with final customers
28) The aim of sales management motivation is to encourage salespeople to ________.
B) "work hard
91) An example of a(n) ________ is a five-foot-high cardboard display of Tony the Tiger next to Frosted Flakes cereal boxes. A) sample B) POP promotion C) POP pack D) advertising specialty E) premium
B) POP promotion
65) ________ are goods offered either free or at low cost as an incentive to buy a product. A) Coupons B) Premiums C) Price packs D) Cash refund offers E) Point-of-purchase promotions
B) Premiums
71) 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) allowance
37) A(n) ________ is a salesperson's write-up of his or her completed sales activities. A) call plan B) call report C) sales report D) expense report E) time-and-duty analysis
B) call report
36) A salesperson's ________ is often related to how well he or she meets a sales quota. A) profit-sharing plan B) compensation C) call report D) sales report E) expense report
B) compensation
47) Which type of sales approach is best for today's customers who expect answers, results, and useful products? A) hard-sell B) customer-solution C) razzle-dazzle D) sales development E) personal relationship
B) customer-solution
55) Which of the following best describes the practice of value selling? A) earning business from customers based on low prices B) delivering superior customer value and capturing a fair return on that value 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) delivering superior customer value and capturing a fair return on that value
20) According to research by the Gallup polling organization, which of the following is one of the four key talents a successful salesperson must possess?
B) disciplined work style
96) Sales have been slow recently at B & B Materials, so management has organized a training program to improve the performance of its sales force. Which of the following would most likely lead to improved sales for B & B Materials? A) tests to measure the analytic and organizational skills of the sales force B) information about the marketing strategies used by competitors C) tests to identify the personality traits of sales force members D) a time-and-duty analysis for each salesperson E) instructions on completing expense reports
B) information about the marketing strategies used by competitors
57) Sales promotions are targeted toward all of the following EXCEPT ________.
B) investors
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) longevity in the market
68) Marketers who send coupons to customers' cell phones are using ________. A) trade promotions B) mobile marketing C) premiums D) point-of-purchase promotions E) sampling
B) mobile marketing
A company that treats its salespeople as valuable contributors with unlimited income opportunities has developed a(n) ________ that will have fewer turnovers and higher sales force performance. A) sales force system B) organizational climate C) compensation package D) sales structure E) workload
B) organizational climate
12) What is the term used to identify the individuals in a company who travel to call on customers in the field?
B) outside sales force
44) 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) preapproach
59) Consumers are increasingly ignoring promotions and not making immediate purchases because of ________. A) advertising specialization B) promotion clutter C) promotional marketing D) advertising clutter E) promotion differentiation
B) promotion clutter
72) A manufacturer that offers cash or gifts to dealers for encouraging the purchase of the manufacturer's goods is using ________. A) price-offing B) push money C) off-listing D) off-invoicing E) allowances
B) push money
When a company sets out to analyze, plan, implement, and control sales force activities, the company is undertaking ________.
B) sales force management
61) Of the main 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) price packs E) contests
B) samples
80) Stahl, Inc. has 1,000 Type-A accounts, each requiring 28 calls per year, and 2,200 Type-B accounts, each requiring 15 calls per year. If each salesperson at Stahl, Inc. can make 1,500 sales calls per year, approximately how many salespeople will be needed? A) 31 B) 35 C) 41 D) 45 E) 48
C) 41
98) Your inside sales force is responsible for prospecting and qualifying customers. Which of the following will likely occur? A) The number of qualified customers will exceed the number of prospects. B) The outside sales force will call on all prospects. C) A salesperson may have to approach many qualified customers just to make one sale. D) Your inside sales force will attend meetings with qualified customers. E) A and C
C) A salesperson may have to approach many qualified customers just to make one sale.
95) The sales force at Messimer Computing recently began telemarketing and Web selling. How will telemarketing and Web selling most likely benefit Messimer Computing? A) The inside sales force of Messimer will receive better compensation than the outside sales force. B) Messimer sales reps will need to spend more face-to-face time with large, high-value customers. C) Messimer sales reps will be able to service hard-to-reach customers more effectively. D) Messimer sales reps will be required to telecommute rather than work in a centrally located office. E) The outside sales force of Messimer will be freed up to work more with the marketing department.
C) Messimer sales reps will be able to service hard-to-reach customers more effectively.
All of the following are disadvantages of the team selling approach EXCEPT which one? A) Selling teams can overwhelm customers. B) Many salespeople are unaccustomed to working with others. C) Selling teams decrease costs. D) Individual contributions and compensations can be difficult to assess. E) Most salespeople are trained to excel in individual performance.
C) Selling teams decrease costs.
85) The sales force of Conway Pools has qualified a number of leads. Which of the following will most likely occur next? A) The outside sales force will call on all prospects. B) The outside sales force will close the deal with one of the prospects. C) The outside sales force will learn as much as possible about the prospects. D) The inside sales force will attend meetings with qualified prospects. E) The inside sales force will put together a presentation for the prospects.
C) The outside sales force will learn as much as possible about the prospects.
32) Which of the following is a potential drawback of using Web-based technologies for making sales presentations and servicing accounts? A) Salespeople have to invest more time in preparing for this type of interaction with customers. B) The cost of the technology outweighs any savings gained by eliminating the need for travel. C) The systems can intimidate salespeople who are unfamiliar with the technology. D) Customers are less likely to buy the product when a Web conference is used. E) Customers lack the technology required to participate in a Web conference.
C) The systems can intimidate salespeople who are unfamiliar with the technology.
87) Which of the following is an example of a sales promotion? A) a news release encouraging voters to support a new bond issue for a local elementary school B) a staged dance routine promoting a new product in a busy public place C) a coupon for $5 off a visit to an amusement park D) a listing of all the television programs to be shown by Charter Cable the week of March 16 E) a plan to increase ice cream sales by adding two new flavors
C) a coupon for $5 off a visit to an amusement park
21) During the hiring process, companies that test sales applicants typically measure all of the following abilities EXCEPT ________. A) sales aptitude B) organizational skills C) accounting skills D) analytical skills E) personality traits
C) accounting skills
50) 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) being reliant on technology
26) Companies are increasingly moving away from high commission compensation plans because such plans often lead to salespeople ________.
C) being too pushy and harming customer relationships
29) Which sales management tool helps a salesperson know which customers to visit and which activities to carry out during a week? A) time-and-duty analysis B) sales force automation systems C) call plan D) sales quota plan E) positive incentives plan
C) call plan
The selling process consists of several steps that the salesperson must master, focusing on the goals of ________ and ________ from them. A) closing sales; getting orders B) getting new customers; obtaining service ideas C) getting new customers; obtaining orders D) overcoming objections; developing relationships E) managing old customers; following up
C) getting new customers; obtaining orders
40) Prospecting is the step in the selling process in which the salesperson ________. A) gathers information about a prospective customer before making a sales call B) meets the customer for the first time C) identifies qualified potential customers D) tells the product's "value story" to the customer E) clarifies and overcomes customer objections to buying
C) identifies qualified potential customers
86) Marlene Arau is a member of the sales force at Urban Fashions, a clothing manufacturer. Marlene is preparing for a first meeting with a wholesaler who is a potential customer. Marlene is learning as much as she can about the wholesaler's organization. Marlene is in the ________ step of the personal selling process. A) prospecting B) qualifying C) preapproach D) approach E) handling objections
C) preapproach
46) Technologies such as handheld computers and interactive whiteboards enable salespeople to enhance the ________ stage of the selling process. A) prospecting B) preapproach C) presentation and demonstration D) qualifying E) follow-up
C) presentation and demonstration
64) Which of the following involves marking a reduced price directly on a product's packaging and often results in the stimulation of short-term sales? A) promotional products B) patronage rewards C) price packs D) samples E) rebates
C) price packs
34) A sales ________ is the standard that establishes the amount each salesperson should sell and how sales should be divided among the company's products. A) goal B) task C) quota D) incentive E) contest
C) quota
70) Manufacturers direct more sales promotion dollars toward ________ than to ________. A) consumers; retailers B) customers; wholesalers C) retailers and wholesalers; consumers D) salespeople; retailers E) retailers; wholesalers
C) retailers and wholesalers; consumers
The growing trend of using a group of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts is known as ________ selling.
C) team
24) Commissions or bonuses that a salesperson receives from a company are categorized as the ________ of a compensation plan.
C) variable amount
79) J&M Manufacturing has 2,000 Type-A accounts, each requiring 35 calls per year, and 1,000 Type-B accounts, each requiring 15 calls per year. What is the sales force's workload? A) 15,000 calls B) 35,000 calls C) 70,000 calls D) 85,000 calls E) 95,000 calls
D) 85,000 calls
75) Which of the following questions would be the best one to help a marketer evaluate the return on a sales promotion investment? A) Did the promotion run too long or too short? B) Did customers enjoy the events associated with the promotion? C) Did customers search the promotion's Web site for additional product information? D) Did the promotion increase purchases from current customers or attract new customers? E) Did the distribution of the promotional information match consumer expectations and needs?
D) Did the promotion increase purchases from current customers or attract new customers?
45) 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) approach
63) 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) cash refunds
52) Salespeople should be trained to recognize ________ signals from the buyer, which can include physical actions such as leaning forward and nodding or asking questions about prices and credit terms. A) qualifying B) approach C) objection D) closing E) follow-up
D) closing
51) The step of ________ 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 presentation C) handling objections D) closing the sale E) following up
D) closing the sale
25) All of the following are basic types of compensation plan for salespeople EXCEPT ________. A) straight commission B) straight salary C) salary plus commission D) commission plus bonus E) salary plus bonus
D) commission plus bonus
78) Morrill Motors splits the United States into 10 sales regions. Within each of those regions, the company maintains two sales teamsone for existing customers and one for prospects. What type of sales force structure does Morrill Motors use? A) territorial B) product C) customer D) complex E) workload
D) complex
58) The rapid growth of sales promotions in consumer markets is most likely the result of all of the following factors EXCEPT ________. A) consumers and large retailers becoming more deal oriented B) product managers facing pressure to increase current sales C) competing brands attempting to differentiate from each other D) declining advertising costs E) advertising efficiency on the decline because of media clutter
D) declining advertising costs
60) Sellers use trade promotions for all of the following reasons EXCEPT to ________. A) encourage retailers to carry more inventory B) convince retailers to advertise the product C) gain more shelf space for the product D) encourage salespeople to sign up new accounts E) persuade retailers to buy products in advance
D) encourage salespeople to sign up new accounts
69) Marathons, concerts, and festivals with corporate sponsors are examples of ________. A) point-of-purchase promotions B) business promotions C) trade promotions D) event marketing E) personal selling
D) event marketing
) Which of the following is NOT a disadvantage of a product sales force structure? A) extra selling costs involved with multiple sales visits from separate divisions B) overlapping use of resources with big customers C) salespeople spending time to see the same customer's purchasing agents D) increased customer delivery time E) B and C
D) increased customer delivery time
19) All of the following are problems associated with the poor selection of salespeople EXCEPT ________. A) lower sales B) costly turnover C) less productivity D) less office support E) disrupted customer relationships
D) less office support
66) A ________ has the advertiser's name on it and is given as a gift to consumers. A) sample B) price pack C) cents-off deal D) promotional product E) sweepstake
D) promotional product
43) During the prospecting stage, a salesperson needs to discriminate between good leads and poor leads, a process known as ________. A) closing B) referring C) presenting D) qualifying E) approaching
D) qualifying
30) Companies are always looking for ways to increase face-to-face selling time. All of the following are ways to accomplish this goal EXCEPT ________. A) using phones and video conferencing instead of traveling B) simplifying record keeping and other administrative tasks C) developing better sales-call and routing plans D) reducing the number of customers each sales rep must visit E) supplying more and better customer information
D) reducing the number of customers each sales rep must visit
56) A ________ is a short-term incentive used to encourage the immediate purchase of a product or service.
D) sales promotion
All of the following are considered advantages of a territorial sales force structure EXCEPT ________. A) travel expenses can be minimized B) each salesperson's job is clearly defined C) accountability is clearly defined for each salesperson D) salespeople develop in-depth knowledge of a product line E) salespeople have the opportunity and incentive to build strong relationships with customers
D) salespeople develop in-depth knowledge of a product line
22) The purpose of a training program for salespeople is to teach them about all of the following EXCEPT ________. A) customers' buying habits B) customers' buying motives C) the company's main competitors D) the company retirement benefits E) the company's organizational structure
D) the company retirement benefits
49) A salesperson should seek out, clarify, and overcome any customer objections during the sales presentation in order to ________. A) offer the buyer a discount for placing an order B) minimize the buyer's concerns about the product C) compliment the buyer for mentioning the objections D) turn the objections into reasons for buying E) turn the objections into an opportunity for humor
D) turn the objections into reasons for buying
38) Which of the following questions would provide management with the LEAST beneficial information regarding the performance of its sales force? A) Is the sales force meeting its profit objectives? B) Is the sales force working well with the marketing team? C) Are sales force costs in line with sales force outcomes? D) Is the sales force accomplishing its customer relationship objectives? E) Does the sales force complete its sales reports and expense reports in a timely manner?
E) Does the sales force complete its sales reports and expense reports in a timely manner?
23) Which of the following is a primary reason that companies use e-learning to conduct sales training programs? A) Customer needs and habits are easily conveyed through e-learning. B) Customers appreciate the flexibility of e-learning. C) E-learning allows for more employee feedback. D) E-learning is the best way to simulate sales calls. E) E-learning cuts training costs.
E) E-learning cuts training costs.
81) East Bay Communications has increased its inside sales force. This will help East Bay in all EXCEPT which one of the following ways? A) East Bay salespeople will have more time to sell to major accounts. B) East Bay salespeople will have more time to find major new prospects. C) East Bay salespeople will have more time to provide after-the-sale customer service. D) East Bay customers will have questions answered in a timely manner. E) East Bay customers will have full access to sales automation technology.
E) East Bay customers will have full access to sales automation technology.
76) Ultra-Tech, Inc. has decided to switch to a customer sales force structure. Which of the following advantages is the company now LEAST likely to enjoy? A) The company can become more customer-focused. B) The company can better serve different industries. C) The company can build closer relationships with important customers. D) The company can better serve current customers and find new customers. E) The company can expect salespeople to develop in-depth knowledge of numerous and complex product lines.
E) The company can expect salespeople to develop in-depth knowledge of numerous and complex product lines.
94) At Finley's Fine Goods, members of the sales force and marketing department tend to have disagreements when things go wrong with a customer. The marketers blame the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with the customer. Which of the following steps should upper-level management at Finley's Fine Goods take to help bring the sales and marketing functions closer together? A) establish a customer sales force structure B) establish a complex sales force structure C) appoint a new sales force manager D) adopt a sales force automation system E) appoint a marketing executive to oversee both marketing and sales
E) appoint a marketing executive to oversee both marketing and sales
53) Which of the following is NOT a closing technique? A) asking for the order B) reviewing points of agreement C) offering to help write up the order D) explaining that the buyer will lose out if the order isn't placed now E) asking the buyer to clarify any objections
E) asking the buyer to clarify any objections
A sales assistant working for an outside sales force will most likely have all of the following duties EXCEPT ________. A) answering customer's questions when a salesperson is unavailable B) providing administrative backup C) confirming appointments D) following up on deliveries E) determining price points
E) determining price points
54) Which step in the sales process is most focused on ensuring customer satisfaction and repeat business? A) proper approach B) professional presentation C) handling objections D) qualifying prospects E) follow-up
E) follow-up
89) Monty Boyd travels frequently on West Coast Airlines for his job as an account manager. Monty earns points for every mile he flies, and he will soon have enough points to receive a free airline ticket. West Coast Airlines is building a customer relationship with Monty using which of the following? A) publicity B) POP reward C) premium reward D) sweepstakes program E) frequency marketing program
E) frequency marketing program
73) Business promotion tools are used for all of the following reasons EXCEPT to ________. A) generate business leads B) stimulate purchases C) reward customers D) motivate salespeople E) increase manufacturing
E) increase manufacturing
31) Which of the following is an advantage created by the use of a sales force automation system? A) lower costs for training sales personnel B) increased motivation to acquire new customers C) decreased need for an inside sales force D) stronger organizational climate developed by the sales team E) more efficient scheduling of sales calls and sales presentations
E) more efficient scheduling of sales calls and sales presentations
90) Toro ran a clever preseason promotion on some of its snow blower models, offering some money back if the snowfall in the buyer's market area turned out to be below average. This is an example of a(n) ________. A) advertising specialty B) premium pack C) sweepstakes D) price pack E) rebate
E) rebate
92) Kirk Wilkins renewed his cell phone contract with Zip Wireless and purchased a new cell phone through the Zip Web site. If Kirk mails Zip his phone receipt, proof of purchase, and a completed form, he will receive $50 in the mail. What type of sales promotion is being used by Zip? A) point of purchase B) advertising specialty C) premium D) price pack E) rebate
E) rebate
97) At Deck Decor, a manufacturer of outdoor furniture and accessories, the marketing and sales force objectives are to grow relationships with existing customers and to acquire new business. Which of the following compensation plans should management establish to encourage the sales force to pursue both of these objectives? A) straight salary B) straight commission C) salary plus bonus for new accounts D) commission plus bonus for new accounts E) salary plus commission plus bonus for new accounts
E) salary plus commission plus bonus for new accounts
82) You are applying for a position with the inside sales force at Carson Medical Sales. If you earn the job, you will most likely be expected to perform all of the following tasks EXCEPT ________. A) confirm appointments for outside salespeople B) use the Internet to qualify prospects C) use the telephone to find new leads D) follow up on product deliveries E) travel to visit customers
E) travel to visit customers
________ involves two-way, personal communication between salespeople and individual customers, either in person, by telephone, or through Web conferences. A) Advertising
Personal selling
) Which of the following best explains why companies are adopting the team selling approach to service large, complex accounts?
Products have become too complicated for one salesperson to support.
Companies that use a customer sales force structure organize their salespeople by ________.
industry
) Which of the following elements of the promotion mix involves making personal connections with customers for the purpose of making sales?
personal selling
A ________ is an individual acting on behalf of a company who performs one or more of the following activities: prospecting, communicating, servicing, and information gathering.
salesperson
To reduce time demands on their outside sales forces, many companies have increased the size of their inside sales forces, which include technical support people, sales assistants, and ________.
telemarketers
