MKTG 403: Chapter 22
Which of the following statements are true about a firm's sales staff in terms of public relations? (Check all that apply.)
They are sometimes allowed to devote part of their workday for public service. They are often asked to take part in community activities.
True or false: The use of a relationship marketing and CRM approach will lead to a decreased role for direct marketing.
False
True or false: The use of direct mail as a form of direct marketing combined with personal selling is decreasing.
False
The cost associated with generating a qualified sales lead ______. (Check all that apply.)
is less than $50 for some companies can range widely from company to company can be more than $300 for some companies
The personal selling step called closing involves ______.
completing the sale
An example of a sales effort would be ______.
direct-selling expense ratios
Joseph Rose is a manufacturer of high-end cosmetics. The company promotes its products through advertising placed in consumer fashion magazines. This is an example of promoting products ______.
directly to consumers
A communication process that takes place between two people or two groups is known as ______ communication.
dyadic
In which of the following ways has the role of personal selling changed?
Cooperation between the sales and marketing departments is necessary for successful personal selling.
Which of the following elements should be considered in rating sales staff? (Check all that apply.)
Cross-functional sales volume Capability to alter methods and goals Knowledge of products and customers
During the close, a salesperson ______.
obtains the prospect's pledge to purchase
Which of the following is a qualitative measure of sales?
Execution of selling techniques
Which of the following statements about the use of personal selling by companies are true? (Check all that apply.)
Firms utilize personal selling to varying degrees. Most firms emphasize a balance of personal selling and promotional program elements.
Combining advertising and personal selling does which of the following? (Check all that apply.)
Increases reach Reduces costs
Which of the following statements are true concerning combining telemarketing activities with personal selling within a corporation? (Check all that apply.)
It can be used for maintaining relationships and supporting customers after a sales has been made. It can improve public relations through more frequent customer contact. It improves the odds that the sales team will work with leads that will result in a sale.
Personal selling uses dyadic communication for which of the following reasons?
It lets the personal seller better shape and tailor the message.
Match the sales role (in the first column) with its definition (in the second).
Surveying > Studying and gathering knowledge and understanding about client businesses Mapmaking > Creating a strategic plan, sharing it with the client, and making changes as needed Guiding > Providing insight to the client about issues and offering concrete solutions Fire starting > Creating rapport with the client and influencing the client to select the seller's solution
Evaluating the costs of personal selling should involve examination of which of the following? (Check all that apply.)
The cost of other options for communicating the same message The sales objectives
Buyers prefer salespeople who ______.
are truthful, even if it costs a sale
After a sales team closes a deal, ______.
it should follow up to retain the customer
Personal sales staff ______.
may be used directly or indirectly for public relations
The effectiveness of each program element must be evaluated based on ______.
the target market and the objectives sought
A major advantage for a company in using salespeople is ______.
their ability to modify their sales approach based on feedback from the customer
A quantitative sales effort would most likely focus on ______.
unit delivery costs
Marketers have recently increased their use of ______ for lead generation and social media growth.
web-related activities
A detailed product demonstration presented to an online audience would be an example of a ______.
webinar
Which of the following marketed items would benefit most from personal selling?
A new pharmaceutical product to treat a rare form of cancer
Which of the following accurately describes the existence of ethical dilemmas in personal selling?
Because income is affected by sales, some sales representatives act unethically in order to make a sale.
Which of the following statements concerning the relationship between advertising and direct sales are true? (Check all that apply.)
Buyers are more likely to listen to a salesperson from a company that they have already heard of through advertising. It costs companies less to sell a product if the buyer is aware of the company before the salesperson arrives. Buyers expect better performance from the sales staff of companies they have already heard of though advertising.
True or false: Relationship marketing refers to a set of tools used to carry out the concept of customer relationship marketing (CRM).
False
True or false: The cost associated with generating a qualified sales lead is less than $150 in most industries.
False
is the sales role that involves engaging customers and influencing them to commit to a solution.
Fire starting
is the sales role that involves bringing incremental value to the customer by identifying problems and offering alternatives and solutions with tangible value.
Guiding
When establishing a promotional program, a manager should determine which of the following? (Check all that apply.)
How significant the role of personal selling should be in relation to other promotional-mix elements What the actual tasks are that personal selling will need to accomplish
Personal selling should be used together with ______ to achieve success.
IMC tools
Which of the following statements are true about closing a sale? (Check all that apply.)
It often requires management support for sales staff. It is the vital component of a sales presentation. It is the hardest step for many salespeople.
Martika is a salesperson with Trillium Tweed, a maker of luxury yarns. Which of the following would be an example of Martika using dyadic communication?
Martika meets with Sigrid, the owner of a yarn store, to introduce a new line of yarns.
Which of the following is a quantitative measure of sales results?
Percentage of sales quota achieved
Pedersen is a manufacturer of specialty adhesives for fiberglass sailboats. The adhesives are used by experienced owners doing repairs as well as by sailboat repair shops. Which of the following would be the most effective way for Pedersen to promote the adhesives to its target market?
Personal selling
Which of the following statements about the cost of personal selling are true? (Check all that apply.)
Personal selling is an expensive form of communication. Closing a sale generally requires an average of five calls.
Which of the following is the most likely reason a company would devote a large percentage of its promotional budget to personal selling?
Personal selling is the most appropriate and advantageous option for the marketed items, although it is expensive.
Which of the following include messages the salesperson is likely to need to communicate? (Check all that apply.)
Product benefits General awareness of the product
Which of the following statements about sales promotions and the sales personnel within a company are true?
Sales awards are often used as an incentive for sales staff.
Which of the following are advantages of personal selling? (Check all that apply.)
Sales representatives can provide advice and develop close relationships with buyers. Sales representatives can learn about what is going on in the industry through field observation. Sales representatives can individually tweak programs to meet unique buyer needs.
Which of the following are indirect, as opposed to direct, means through which manufacturers promote their goods to potential customers? (Check all that apply.)
Salespeople Resellers
Which of the following examples best illustrates what makes the current role of personal selling different from the past?
Seller Lakeisha works closely with buyer Remy to achieve a positive outcome for both parties.
Which of the following are factors leading to the fast changes taking place in the business world? (Check all that apply.)
The increase in information and economic power held by individuals and companies The greater emphasis on value over efficiency The evolving boundaries in many industries
Which of the following are reasons that salespeople have an advantage in making a sale? (Check all that apply.)
They can easily tailor the sales message to individual clients. They can uncover the true motivations and needs of the clients. They can counsel clients and gain their confidence.
Which of the following are accurate statements about sales promotional tools? (Check all that apply.)
They may benefit the sales staff, reseller, or consumer. They can include incentive packages to boost sales.
Webinars are typically used for which of the following? (Check all that apply.)
To train employees To inform customers
The role of ______ is responsible for overall growth and strategy of the sales organization and team strategy.
VP of sales
Which of the following is an important question management should ask in order to best ascertain the role personal selling should have in a promotional program?
What is the key information that needs to be relayed to potential consumers?
Advertising is more effective than personal selling for situations in which ______.
a distinct, consistent message is needed to reach a large number of people
The use of directly mailed lead cards ______.
allows salespeople to increase efficiency by targeting the most promising prospects
A recent study showed that ______.
almost 90% of sales representatives have offered gifts in exchange for business
The growing use of the Internet has ______.
been advantageous to most sales forces
Following up with customers after a sale ______.
can create opportunities to cross sell
The use of telemarketing with personal selling ______.
can result in lower overall sales costs
Selling additional products to the same customer is known as ______.
cross selling
Qualitative sales efforts would most likely focus on ______.
customer satisfaction
Percentage of goods returned would be a measure of ______.
customer service
The biggest change in customer relationship management (CRM) is that CRM now ______.
emphasizes a symbiotic relationship between buyer and seller
The use of personal selling ______.
facilitates two-way communication between the buyer and seller
The pooling of resources by companies to increase purchasing power has led to ______.
faster changes in the business world
After locating a prospect, a salesperson's next move is to ______.
figure out the customer's desires and requirements
The influence of personal selling in a promotional program can be ascertained by looking at ______. (Check all that apply.)
follow-up activities marketing intelligence implemented programs
The criteria used to evaluate personal selling are ______. (Check all that apply.)
follow-up activities program implementations provision of marketing intelligence
Evaluations of sales personnel should ______.
generate interest and zeal
As Internet usage has continued to increase, the Internet has ______.
given sales staff more time to focus on building relationships and providing complex business solutions
Disadvantages of personal sales include ______. (Check all that apply.)
inconsistent information being disseminated to clients inability to reach large numbers of prospects higher costs than other sales methods
Surveys show that people consider the number one trait that a salesperson should possess is to be ______.
knowledgeable
Marketers use web-related actions to develop leads and social media presence by ______. (Check all that apply.)
launching websites and blogs creating accounts on Twitter and Facebook producing downloadable coupons
Relationship-oriented salespeople ______.
make many connections within a client firm
The higher costs associated with personal selling ______.
may result in high returns
Rather than just selling, the sales department uses techniques like ______ when employing relationship marketing. (Check all that apply.)
message differentiation database marketing
Leads are people who ______.
might become customers
While determining the information to be exchanged, a salesperson may need to counter ______.
misconceptions
Measures of customer service include ______. (Check all that apply.)
percentage of goods returned number of service calls unit delivery cost
A company that is open to changes and has strong field managers is more likely to ______.
perform effectively
Personal selling involves ______.
person-to-person communications with the goal of making a sale
Buyers tend to dislike salespeople who ______.
press them into making a quick decision to buy
The first step in the personal selling process is ______.
prospecting
A person who is able to make buying decisions and pay for a product is known as a ______.
qualified prospect
Understanding of selling techniques is a ______ measure of sales ______.
qualitative; results
Unit sales volume would be a ______ measure of sales _______.
quantitative; results
Adoption of a relationship marketing and CRM approach will ______.
require a more strategic approach
One disadvantage of personal selling is that ______.
sales and marketing staff are often pursuing different objectives
Characteristics that are vital for effective performance include ______. (Check all that apply.)
strength of the field manager consistent training and execution a connection between company values and sales strategies