Marketing Chapter 16

Ultra Tech​ Inc., a company manufacturing gardening​ tools, has decided to switch to a territorial sales force structure. Which of the following benefits is the company most likely to gain as a result of this​ decision?

As each salesperson travels within a limited geographic​ area, travel expenses would decline.

In the ____________, separate sales forces are set up for different industries.

Customer sales force structure

Which of the following is a primary reason that companies use e-learning to conduct sales training programs?

E-learning cuts travel and training costs

Monty​ Boyd, an account​ manager, travels frequently on West Coast Airlines. 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 attempting to build a strong customer relationship with Monty through a​ __________

Frequency marketing program

A five-foot high cardboard display of Terry the polar bear, mascot of Terry's protein shake, next to the shelf containing Terry's products in a supermarket is an example of a(n) __________.

Point-of-purchase promotion

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 handle a large​ company's needs.

In the _________, each salesperson is assigned to an exclusive geographic area and sells the company's full line of products or services to all customers in that region.

Territorial sales force structure

​________ refers to the standard that establishes the amount each salesperson should sell and how sales should be divided among the​ company's products.

a sales quota

​A(n) ________ is a written representation of a​ salesperson's completed activities.

call report

After successfully overcoming a potential customer's objection to buying the vacuum cleaner he was selling, Terrence, a salesperson, asked the customer for an order. Terrence is in the __________ stage of the selling process.

closing

____________ refers to the sales step in which a salesperson asks the customer for a order

closing

​________ refers to the sales step in which a salesperson asks the customer for an order.

closing

_______ refers to a practice in which salespeople drop in unannounced on various offices.

cold calling

___________ refers to a practice in which salespeople drop in unannounced on various offices

cold calling

In the​ ________, separate sales forces are set up for different industries.

customer sales force structure

Apple has organized it sales force with separate staffs serving the​ consumer, another serving new​ customers, a third addressing the B2B​ market, and a small staff serving the industrial market. What approach to sales force structure is Apple​ using?

customer​ (or market) sales force structure

Which of the following factors has most likely contributed to the rapid growth of sales​ promotion, particularly in consumer​ markets?

declining advertising efficiency

Right after​ closing, Joshua, a senior sales manager at Halcyon Technologies called up the customer to ensure that she was satisfied with​ Halcyon's products. By calling the​ customer, Joshua also wanted to ensure repeat business. In this​ instance, Joshua is in the​ ________ stage of the selling process.

follow-up

Which of the following is the last step in the selling process?

follow-up

Which of the following steps in the selling process is most focused on ensuring customer satisfaction and repeat business?

follow-up

If a company​ ________, it should adopt a product sales force​ structure, in which the sales force specializes along product lines.

has numerous and complex products

Robin works in a manufacturing company in Ohio. She sells products and handles customer requests via the​ company's online live chat feature. In her​ company, Robin is most likely a part of the​ ________.

inside sales force

Encouraging customers to switch brands is most likely the objective of​ ________ advertising.

persuasive

A​ five-foot high cardboard display of Terry the polar​ bear, mascot of​ Terry's protein​ shake, next to the shelf containing​ Terry's products in a supermarket is an example of​ a(n) ________.

point-of-purchase promotion

Before calling on a​ prospect, the salesperson should learn as much as possible about the organization and its buyers. This step is known as​ ________.

pre approach

Melissa Price is a member of the sales force at Urban​ Fashions, a​ Houston-based manufacturer of​ women's apparel. Melissa is preparing for a first meeting with a wholesaler who is a potential customer. She is learning as much as she can about her prospect and his organization. Melissa is in the​ ________ step of the personal selling process.

preapproach

During the​ ________ step of the selling​ process, the salesperson tells the value story to the​ buyer, showing how the​ company's product or service solves the​ customer's problems.

presentation

_________ are useful articles imprinted with an advertiser's name, logo, or message that are given as gifts to consumers.

promotional products

Which of the following is the first step in the personal selling process?

prospecting and qualifying

During the prospecting stage, a salesperson needs to identify the good leads and screen out the poor ones through a process known as

qualifying

​________ are like coupons except that the price reduction occurs after the purchase rather than at the retail outlet.

rebates

Order takers might simply answer the phone and enter​ customers' orders. In​ contrast, order getters in the selling process have a much more complicated​ job, which involves creative​ selling, social​ selling, and​ ________.

relationship building

​________ consists of​ short-term incentives to encourage the purchase of a product or service.

sales promotion

Which of the following is the most effective — but most expensive —way to introduce a new product or create new excitement for an existing​ one?

sampling

Sales promotion tools are used by most​ organizations, including​ manufacturers, distributors,​ retailers, and​ not-for-profit institutions. Which of the following entities is typically outside the realm of the sales promotion​ targets?

suppliers

Amanda Perkins is a senior sales manager in Arlington Steelworks. As the customer base of her company has grown larger and more demanding over the last few​ years, Amanda insists on​ ________, or using groups of people from various departments such as​ sales, technical​ support, engineering, and even upper management to service complex accounts.

team selling

Happy Pet is a large pet food company that has convinced the retailers and the wholesalers of the New England area to resell its products. Happy Pet promises to reimburse the advertising costs to its retailers and wholesalers for advertising its products. This is an example of a​ ________.

trade promotion

​________ refer to sales promotion tools used to persuade resellers to carry a​ brand, give it shelf​ space, promote it in​ advertising, and push it to consumers.

trade promotions

A company grouped its 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 determined the number of salespeople needed to call on each class of accounts the desired number of times. What approach did the firm use to determine the sales force size it needed?

workload approach