mktg ch 13
t/f Sales managers use sales reports, personal observations, and customer surveys to assess the performance of sales-force members.
true
t/f Sales promotions targeted toward final buyers are called consumer promotions.
true
t/f Sales-force automation systems enable salespeople to profile prospects, forecast sales, and prepare expense reports.
true
t/f Salespeople represent customers to a company and represent a company to customers.
true
t/f Sweepstakes give consumers a chance to win something, such as cash, trips, or goods, by luck or through extra effort.
true
t/f The most common evaluation method of a sales promotion program is to compare sales before, during, and after a promotion.
true
t/f The use of an inside sales force has grown due to the surge in online, mobile, and social media technologies.
true
t/f While handling buyer objections, salespeople should use a positive approach to turn logical or psychological objections into reasons for buying.
true
Which of the following statements is true of a product sales-force structure?
a product sales force structure is characterized by specialization along product lines
Which of the following is most likely an example of a business promotion tool?
a trade fair showcasing a new audio system developed by an electronics firm
Koffee, a brand of instant coffee, gives away a free coffee mug with its logo imprinted on it with every purchase of a 500g packet of its instant coffee powder. Which promotion tool is Koffee using?
advertising specialties
Millie Foods, producers of baby food, offers a monetary sum to retailers who agree to feature its new products on their shelves for a considerable time period. In this case, the promotion tool used by the company is referred to as a(n) ________.
allowance
Which of the following is a promotion tool used for trade promotions?
allowances
Harry Potts is a salesperson for a national pet food company. He meets Karen Sharp, a buyer for a large, specialty pet retailer, and speaks to her at length about the product categories and brands of pet food the retailer currently carries as well as future needs. At which step of the selling process is Harry Potts in the above scenario?
approach
The salesperson should know how to meet and greet the buyer and get the relationship off to a good start in which step of the selling process?
approach
t/f Digital coupons are the slowest growing coupon segment because consumers are concerned about privacy issues and spamming.
false
t/f In consumer product companies such as P&G or Nike, the sales force works directly with customers.
false
t/f Price packs are goods offered either free or at low cost as an incentive to buy a product, such as toys included with Disney DVDs
false
t/f Price reductions from rebates are given to consumers at the point of sale
false
t/f Providing samples is the most inexpensive way to introduce a new product.
false
t/f Sales promotions constitute the interpersonal arm of the promotional mix.
false
t/f Sales promotions typically create short-term sales but are viewed as ineffective at building long-term customer relationships.
false
t/f The primary objective of trade promotions is to motivate salespeople.
false
A freestanding insert in the Sunday newspaper for a local restaurant that contains a $5 off coupon for any meal over $20 is an example of a promotion targeted at ________.
final buyers
Global Insurance sells health and life insurance policies to Fortune 500 companies for its employees. The company's salespeople regularly contact decision makers to ensure that the necessary paperwork has been filed and that contracts are executed. Updates are also provided regularly about premium changes for health insurance. Which of the following steps of the selling process does this scenario depict?
follow-up
The salesperson completes any details on delivery time, purchase terms, and other matters during the ________ step of the selling process.
follow-up
What is the last step in the selling process?
follow-up
In which of the following steps of the selling process does a salesperson seek out, clarify, and overcome any customer disapproval to buying?
handling objections
Which of the following statements is most likely true of team selling?
it can unearth problems and provide solutions that no individual salesperson could
Which of the following is true of a territorial sales-force structure?
it clearly defines each salesperson's job and establishes accountability
Which of the following is a characteristic of an inside sales force?
it conducts business from an office via telephone
The presentation stage of the selling process most likely involves ________.
showing how a company's products can solve a customer's problem
The fastest-growing sales trend is ________ that involves the use of online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance.
social selling
What is the purpose of a sales manager using a time-and-duty analysis?
supervising salespeople
________ use the phone, Internet, and social media to find new leads, learn about customers and their business, or sell and service accounts directly.
telemarketers and online sellers
Which of the following is most likely true about a sales force in the field?
they build relationships with customers thru face to face collaboration
Which of the following statements is true of consumer promotions?
they include a wide range of tools such as samples, coupons, and refunds
Which of the following statements is true of salespeople?
they represent a company to its customers by communicating and selling
Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers are collectively called ________ promotions.
trade
________ help companies reach many prospects that are not reached through their sales forces.
trade shows
t/f Commissions and bonuses are variable amounts of compensation.
true
t/f In a territorial sales-force structure, 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 area.
true
t/f In today's digital, mobile, and social media environments, many buyers are more receptive to — or even prefer — phone and online contact versus the high level of face-to-face contact once required.
true
t/f Manufacturers provide allowances to retailers as compensation for advertising or creating special displays for their products.
true
t/f Many companies motivate their salespeople by setting sales quotas.
true
t/f Order getters typically participate in creative selling, social selling, and relationship building
true
t/f Contests, premiums, and displays are tools solely used for trade promotions.
false
In which step of the selling process does a salesperson set call objectives?
preapproach
Which of the following examples represents a product sales-force structure?
Carlton Computers sells its range of highly specialized computers through special teams, each of which has received training in the configuration, uses, and USPs of a single model in the range.
t/f Cold-calling is the best source of new prospects for a salesperson.
false
Conventions, trade shows, and sales contests are types of ________.
business promotions
Sales managers use a ________ that shows which customers and prospects to pursue and which activities to carry out.
call plan
Salespeople write up their completed activities in a(n) ________.
call report
In which of the following steps of the selling process does a salesperson ask a buyer for an order?
closing
a(n) ________ is the variable amount in a salesperson's compensation.
commission
Companies that organize their sales force by customer and territory; product and territory; product and customer; or territory, product, and customer are using a ________ sales-force structure.
complex
________ are certificates that save buyers money while they purchase specified products.
coupons
AirNetwork, a telecommunications company, sponsors a rock concert by a famous band in order to further its brand visibility. This is an example of a(n) ________.
event marketing program
t/f A compensation plan with a larger base-salary component and a smaller commission component is most effective for driving salespersons to acquire new businesses.
false
Appliance maker Whirlpool assigns individual teams of salespeople to big retail customers such as Sears, Lowe's, Best Buy, and Home Depot. Each Whirlpool sales team aligns with the large customer's buying team. Whirlpool has most likely adopted a ________ sales-force structure.
market
If a company assigns individual teams of salespeople to big retail customers, it most likely has a(n) ________ sales-force structure.
market
Lemony Inc. sells its popular bottled lemonade — the company's only product — in various geographic locations through tie-ups and agreements with retailers. Each location is represented by two salespersons, one of whom serves current customers while the other finds new ones. Which of the following sales-force structures has most likely been combined to form the complex sales-force structure at Lemony Inc.?
market and territorial
In which of the following structures does a company organize its sales force along customer or industry lines?
market sales force structure
What is the primary goal of trade promotions?
persuading resellers to carry a brand
Wisconsin Cheddar has introduced an aged jalapeno cheddar. Displays are set up at various retail cheese stores in the state and patrons are offered free samples as well as $2 off coupons. Which promotion tool is Wisconsin Cheddar most likely using?
point-of-purchase promotions
In which step of the selling process does a salesperson learn as much as possible about a prospective customer before making a sales call?
preapproach
Cracker Jack, an American brand snack of caramel-coated popcorn and peanuts, has been in existence since 1896. The brand became popularized due to its free prize inside every box. Which of the following promotion tools does this exemplify?
premium
Howard Genks works as a sales representative for Med-Tex, a firm that manufactures hospital supplies. Recently, a prospective buyer walked into the Med-Tex store seeking beds for the children's ward in his private clinic. Howard quickly showed the client the range of beds available that were designed specifically for children. In which of the following steps of the selling process was Howard?
presentation and demonstration
A toothpaste manufacturer that bands two products together, selling two for the price of one, is using which type of consumer promotion tool to build short-term sales?
price packs
GE employs different sales forces within different product and service divisions of its major businesses. For example, within GE Infrastructure, the company has separate sales forces for aviation, energy, transportation, and water processing products and technologies. GE has most likely adopted a ________ sales-force structure.
product
Sleek Designs markets a wide range of kitchen cabinets, counter tops, and ceramic tile. Its salespeople are initially divided on the basis of their expertise in a product category. They're then further divided into teams addressing large home improvement retailers, kitchen and bath suppliers, and specialty home improvement stores. Which of the following sales-force structures has most likely been combined to form this complex sales-force structure?
product and market
In which step of the selling process does a salesperson or company identify qualified potential customers?
prospecting
Karen Rogers is a salesperson for Solar Panels Inc. She attends builder trade shows to identify potential customers in an effort to build long-term profitable relationships. Karen Rogers is engaging in which step of the selling process?
prospecting
Salespeople need to know how to ________ leads, that is identifying good leads and screening out poor ones, at the beginning of the selling process.
qualify
In which of the following promotion tools does a customer send a proof of purchase to a manufacturer, who then refunds part of the purchase price by mail?
rebate
How have social media tools most likely affected personal selling?
reducing the use of person to person selling efforts
________ are the standards stating the amount salespersons should sell and how sales should be divided among the company's products.
sales quotas
Weekly or monthly work plans used by management to get information about salespeople are referred to as ________.
sales reports
The concept of ________ lends even more importance to the salesperson's customer-relationship-building abilities.
salesperson owned loyalty
The manufacturer of Two-In-One, a combination shampoo and conditioner, shrink wraps a 4- ounce foil packet of a smoothing hair pomade to its combo product. Which of the following promotion tools is being used in this case?
sampels
________ are offers of a trial amount of a product.
samples
Loretta Inc., a U.S.-based watch manufacturer, sells its products in France, China, Russia, and India. To manage sales, Loretta appoints a number of sales representatives to each location. Sales representatives report to area managers, and area managers coordinate sales in their respective areas before reporting to regional managers. Loretta has most likely adopted a ________ sales-force structure.
territorial
Rug Designs Inc, a manufacturer of large area rugs, markets its products throughout the United States using a network of regional sales offices. They are using a ________ sales-force structure
territorial
A company that sells only one product line to one industry with customers in many locations would typically use a ________.
territorial sales force structure
Which of the following is most likely true of a sales force?
the performance difference between an average salesperson and a top salesperson is generally substantial