Deck 21: Implementing Interactive and Multi-Channel Marketing

Question 1

Recent research indicates that a salesperson's ________ can influence his or her drive to create customer value.

A) VALS profile
B) country of origin
C) genetic predisposition
D) education
E) social class

Answer 1

C

Question 2

Personal selling can use all of these modes of communication except which?

A) video teleconferencing
B) Internet-enabled links between buyers and sellers
C) a face-to-face encounter
D) over the telephone
E) social networks such as Facebook

Answer 2

E

Question 3

Planning the selling program and implementing and evaluating the personal selling effort of the firm is referred to as

A) relationship marketing.
B) team selling.
C) personal selling.
D) sales engineering.
E) sales management.

Answer 3

E

Question 4

Lindsey Smith's selling success at GE is due in large part to her

A) developing relationships with CEOs and CFOs.
B) using a team of sales personnel, technical specialists, and health care professionals in selling to and servicing key customers.
C) continually reinforcing GE Healthcare's competitive advantage.
D) simplifying sales presentations for technical products.
E) staying on top of marketing trends for business-to-business selling.

Question 5

There are ________ genetic markers correlated with a salesperson's predisposition or willingness to interact with customers and learn about their problems in order to meet their needs.

A) six
B) two
C) three
D) four
E) five

Question 6

"Everyone lives by selling something" was an observation made by

A) Steve Jobs.
B) Ralph Waldo Emerson.
C) Donald Trump.
D) Robert Louis Stevenson.
E) Lindsey Smith.

Question 7

Personal selling requires the ________ flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence the purchase decision of a person or a group.

A) direct
B) indirect
C) one-way
D) two-way
E) recurring

Question 8

According to Lindsey Smith of GE Healthcare, all of these are necessary skills to be successful in serving customers in her sales career exceptwhich?

A) an MBA degree
B) strategic thinking
C) product knowledge
D) communication skills
E) analytical thinking

Question 9

Personal selling serves several major roles in a firm's overall marketing effort; for one, salespeople

A) play a key role in research and development.
B) are the company in a consumer's eyes.
C) play a dominant role in implementing an organization's pull strategy.
D) provide the most valuable resource for segmenting and selecting target markets.
E) are one of many people in a firm that contacts potential customers.

Question 10

Sales management refers to

A) the planning of the selling program and the implementing and evaluating of the personal selling effort of the firm.
B) the process of allocating funds for direct selling.
C) only the recruiting, hiring, and training of a company's salesforce.
D) the segmentation and selection of target markets to be addressed by a company's salesforce.
E) the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision.

Question 11

Lindsey Smith's task in Molecular Imaging Products at GE Healthcare is to

A) simplify sales presentations for technical products.
B) increase the importance of the advertising element of the company's promotion mix.
C) develop a team of professionals in selling to and servicing key customers.
D) create value in customer relationships by emphasizing the company's product innovations, solutions, and service.
E) establish brand recognition for Molecular Imaging Products as distinct from GE Healthcare.

Question 12

The primary way in which relationship selling creates customer value is by

A) assigning a single sales representative to a single customer.
B) maintaining a long-term connection involving mutual respect and trust.
C) guaranteeing fair and equitable prices for each client regardless of the size of the purchase.
D) providing cumulative discounts based on customer loyalty and the length of the customer relationship.
E) guaranteeing fair and equitable sales practices for each customer regardless of the frequency of the purchase.

Question 13

Personal selling may play a dominant role in a firm's marketing program, especially if it

A) sells convenience goods.
B) has been unsuccessful with digital marketing.
C) uses a push marketing strategy.
D) has many standardized offerings.
E) prefers below-market pricing strategies for its products.

Question 14

Which of these statements regarding the role of salespeople is most accurate?

A) Salespeople have little say in a company's account management policies.
B) Salespeople truly know their customers and therefore are the best resource for segmenting and selecting target markets.
C) Salespeople are the most highly trained of all a firm's employees and therefore have the greatest job security.
D) Salespeople create customer value by providing follow-through after the sale.
E) Salespeople are traditionally given greater authority than other company employees and therefore can offer customers the best financial terms for their purchases.

Question 15

The tasks involved in managing personal selling include all of these exceptwhich?

A) selecting salespeople
B) evaluating the performance of individual salespeople
C) setting sales objectives
D) organizing the salesforce
E) designing new direct sales promotions to generate new sales

Question 16

Which of these is a task involved in managing personal selling?

A) identifying potential target markets
B) setting objectives
C) using salesforce input to make product modifications
D) maintaining open communications between sales representatives and all other stakeholders
E) designing new promotional campaigns for the purpose of generating new sales

Question 17

Relationship selling refers to

A) the assignment of a single salesperson to a single customer throughout the entire sales process.
B) suppliers and sellers combining their expertise and resources to create customized solutions, committing to joint planning and sharing of customer, competitive, and company information.
C) the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time.
D) the practice of using an entire team of professionals in selling to and servicing key customers.
E) the practice of maintaining contact with a customer on a regularly scheduled basis following the initial sale of a product or service.

Question 18

The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence the purchase decision of a person or group is referred to as

A) sales management.
B) personal selling.
C) sales promotion.
D) direct selling.
E) marketing management.

Question 19

Which of these statements regarding the role of salespeople is most accurate?

A) Salespeople can identify creative solutions to customer problems.
B) Salespeople have little say in a company's account management policies.
C) Salespeople truly know their customers and therefore are the best resource for segmenting and selecting target markets.
D) Salespeople are the most highly trained of all a firm's employees and therefore have the greatest job security.
E) Salespeople are traditionally given greater authority than other company employees and therefore can offer customers the best financial terms for their purchases.

Question 20

The practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time is referred to as

A) order processing.
B) order taking.
C) customer value creation.
D) relationship selling.
E) partnership selling.

Question 21

Outside order takers are most likely to

A) arrange point-of-purchase displays.
B) generate leads for new customers.
C) help design the product displays.
D) follow up with dissatisfied customers.
E) lead technical programs to educate customers.

Question 22

Personal selling assumes many forms based on the ________ and the ________ to perform the sales task.

A) size of the salesforce; financial outlay
B) complexity of the product; amount of sales training
C) amount of selling done; amount of creativity required
D) amount of creativity; amount of sales training
E) complexity of the product; financial outlay

Question 23

On a recent shopping excursion at a local Target store, Jim Krause went from aisle to aisle selecting the products he needed. He bought a variety of products, including shampoo, toothpaste, and several pairs of socks. The only salesperson Krause encountered was the person at the checkout counter. The checkout person at Target would best be described as

A) an inside order getter.
B) an outside order getter.
C) a sales associate.
D) an inside order taker.
E) an outside order taker.

Question 24

A Frito-Lay salesperson who is taking inventory of available Doritos and Tostitos products at a supermarket is considered an

A) inside order taker.
B) interactive order taker.
C) outside order taker.
D) inventory clerk.
E) outside order getter.

Question 25

Salespeople called ________ typically answer simple questions, take orders, and complete transactions with customers.

A) managers
B) inside order takers
C) directors
D) outside order takers
E) functional salespeople

Question 26

Which type of salesperson would routinely be involved in an industrial straight rebuy situation?

A) an order taker
B) an order getter
C) a missionary salesperson
D) a sales engineer
E) an outbound telemarketer

Question 27

A salesperson who processes routine orders or reorders for products that were already sold by the company is referred to as

A) an order getter.
B) a missionary salesperson.
C) an order taker.
D) a sales engineer.
E) an order processor.

Question 28

The primary responsibility of order takers is to

A) "preach" the benefits of a new product or service to a customer rather than close the sale.
B) build market share in a sales territory.
C) convince a customer from a competitor to switch to the firm's product or brand.
D) preserve ongoing relationships with existing customers and maintain sales.
E) create a sense of goodwill not only to the brand but also to the entire product mix of the firm.

Question 29

John Whitaker works for American Greetings. His job description includes these responsibilities: (1) stock and arrange point-of-purchase displays of present customers-60 percent of his workweek and (2) receive orders from customers and complete the transactions-40 percent of his workweek. Whitaker is primarily engaged in which type of selling?

A) outside order taking
B) relationship selling
C) inside order taking
D) outside order getting
E) missionary sales

Question 30

Which of these is one of three types of personal selling?

A) consumer targeting
B) order processing
C) lead generation
D) order getting
E) suggestive selling

Question 31

A salesperson who is guided by the idea, "I try to align customers who have problems with products that will help them solve their problems," has which type of orientation?

A) sales
B) cognitive
C) emotional
D) customer
E) compensatory

Question 32

When a Frito-Lay salesperson takes an inventory of Doritos chips to ensure that the snacks are in adequate supply on retailers' shelves, what form of buying decision does the store manager engage in?

A) new buy
B) modified rebuy
C) straight rebuy
D) team rebuy
E) need rebuy

Question 33

An order taker is a

A) salesperson who specializes in identifying, analyzing, and solving customer problems, but who does not actually sell products and services.
B) salesperson who processes routine orders or reorders for products that were already sold by the company.
C) salesperson who identifies prospective customers, provides them with information, persuades them to buy, closes sales, and follows up on their use of a product or service.
D) person on the selling team who is responsible for obtaining qualified leads.
E) member of the sales support team who does not directly solicit orders but rather concentrates on performing promotional activities and introducing new products.

Question 34

Two types of order takers exist. ________ visit customers and replenish inventory stocks of resellers, whereas ________ typically answer simple questions, take orders, and complete transactions with customers.

A) Inside order takers; outside order getters
B) Inside order takers; outside sales clerks
C) Outside order takers; inside order takers
D) Salesclerks; inbound telemarketers
E) Inside order getters; outside order takers

Question 35

Salespeople called outside order takers visit customers and

A) solve most of the technical problems.
B) sell products that have been tailored to their most recent needs.
C) help design the product displays.
D) train the personnel management.
E) replenish inventory stocks of resellers.

Question 36

The three types of personal selling are order taking, order getting, and

A) customer sales support.
B) order fulfillment.
C) order management.
D) order processing.
E) order shipment.

Question 37

________ are often employed by companies that use inbound telemarketing, such as for a retailer's catalog phone banks.

A) Inside order getters
B) Missionary salespeople
C) Sales associates
D) Inside order takers
E) Outside order takers

Question 38

Salespeople called ________ visit customers and replenish inventory stocks of resellers, such as retailers or wholesalers.

A) inside order takers
B) outside order takers
C) inbound telemarketers
D) outbound telemarketers
E) stock order takers

Question 39

Inside order takers are also referred to as

A) managers.
B) wait staff.
C) prospectors.
D) salesclerks.
E) missionary salespeople.

Question 40

A salesperson who is guided by the notion, "I try to sell customers all I can to convince them to buy, even if I think it is more than a wise customer should buy," has which type of orientation?

A) sales
B) cognitive
C) emotional
D) customer
E) compensatory

Question 41

Which form of personal selling has the lowest requirement for problem solving?

A) order taker
B) order getter
C) sales engineer
D) missionary salesperson
E) team selling

Question 42

It is estimated that the average cost of an outbound telemarketing sales call on a business customer is about ________, versus $500 for a single field sales call.

A) $2 to $4
B) $10 to $15
C) $20 to $25
D) $40 to $50
E) $80 to $100

Question 43

What percentage of a sales representative's time is spent selling?

A) 22 percent
B) 36 percent
C) 48 percent
D) 59 percent
E) 73 percent

Question 44

Which of these statements regarding outside order getters is most accurate?

A) Order getters often replenish a retailer's inventories.
B) Order getters handle orders obtained on inbound telemarketing.
C) Order getters typically process reorders for products already sold by the company.
D) Order getters' primary focus is on performing promotional activities and introducing new products.
E) Order getter sales calls traditionally require the greatest financial investment from the firm.

Question 45

All of these statements regarding order getters are true except which?

A) Order getters require considerable product knowledge.
B) Order getters are most often used in new-buy or modified rebuy situations.
C) Order getters include those who are involved in outbound telemarketing.
D) Order getters typically represent products that have few options and highly standardized industrial products.
E) Order getter sales calls require substantial investment from the firm.

Question 46

Which of these statements regarding order getters is most accurate?

A) Order getting involves a high degree of creativity.
B) Order getters often replenish a retailer's inventories.
C) Order getters handle orders obtained on inbound telemarketing.
D) Order getters typically process reorders for products already sold by the company.
E) Order getter sales calls traditionally require the lowest financial investment from the firm.

Question 47

The use of toll-free telephone numbers that customers call to obtain information about products and make purchases is referred to as

A) inbound telemarketing.
B) outbound telemarketing.
C) outbound videoconferencing.
D) interactive marketing.
E) multichannel selling.

Question 48

Norma Adler works for Tyco Healthcare. Her job is to visit hospitals and meet with staff to explain the equipment that Tyco manufactures for use in operating rooms. Although Adler is part of her company's salesforce, she does not directly solicit orders. Adler is what type of salesperson?

A) an inside order taker
B) an outside order getter
C) a missionary salesperson
D) a sales engineer
E) a sales team coordinator

Question 49

Industry research shows that outside order getters, or field service representatives, spend 36 percent of their time selling, and another 15 percent is devoted to

A) presentation preparation.
B) travel.
C) generating leads and researching customer accounts.
D) administrative tasks like paperwork.
E) training.

Question 50

Yiting called the Butterball toll-free hotline to learn how to prepare her Thanksgiving turkey and dressing. This telephone number is an example of

A) interactive marketing.
B) multichannel selling.
C) outbound telemarketing.
D) social networking.
E) inbound telemarketing.

Question 51

When Margot called the toll-free number to order one dozen water lilies from Van Ness Water Gardens, the firm was using

A) interactive marketing.
B) multichannel selling.
C) inbound telemarketing.
D) outbound telemarketing.
E) social networking.

Question 52

When Diego called the toll-free number to order two children's books from the Usborne catalog, the firm was using

A) social networking.
B) interactive marketing.
C) multichannel selling.
D) inbound telemarketing.
E) outbound telemarketing.

Question 53

The practice of using the telephone rather than personal visits to contact customers is referred to as

A) missionary selling.
B) outbound telemarketing.
C) cold canvassing.
D) inbound telemarketing.
E) team selling.

Question 54

Missionary salespeople are

A) salespeople who specialize in identifying, analyzing, and solving customer problems, but who do not actually sell products and services.
B) salespeople who process routine orders for products that are presold by the company.
C) salespeople who identify prospective customers, provide customers with information, persuade customers to buy, close sales, and follow up on a customer's use of the product or service.
D) people on the selling team who are responsible for obtaining qualified leads.
E) sales support personnel who do not directly solicit orders but rather concentrate on performing promotional activities and introducing new products.

Question 55

Sales support personnel who do not directly solicit orders but rather concentrate on performing promotional activities and introducing new products are referred to as

A) inside order takers.
B) missionary salespeople.
C) outside order getters.
D) sales engineers.
E) outbound telemarketers.

Question 56

An order getter is

A) a salesperson who specializes in identifying, analyzing, and solving customer problems, but who does not actually sell products and services.
B) a salesperson who processes routine orders or reorders for products that are presold by the outbound telemarketers.
C) a salesperson who sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers' use of a product or service.
D) a person on the selling team who is responsible for obtaining qualified leads.
E) a member of the sales support team who does not directly solicit orders but rather concentrates on performing promotional activities and introducing new products.

Question 57

A sales engineer is a

A) salesperson who specializes in identifying, analyzing, and solving customer problems and brings know-how and technical expertise to the selling situation, but often does not actually sell products and services.
B) salesperson who processes routine orders or reorders for products that are presold by the company.
C) salesperson who identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on a customer's use of a product or service.
D) person on the selling team who is responsible for supervising his or her company's R&D expenditures.
E) member of the sales support team who does not directly solicit orders but rather concentrates on performing promotional activities and introducing new products.

Question 58

It is estimated that the average cost of a single field sales call on a business customer is about ________, factoring in salespeople's compensation, benefits, and travel-and-entertainment expenses.

A) $150
B) $250
C) $325
D) $400
E) $500

Question 59

Which type of sales personnel concentrates on performing promotional activities but generally does not solicit actual sales orders?

A) missionary salespeople
B) sales engineers
C) outside order getters
D) inside order getters
E) outbound telemarketers

Question 60

Which of these statements regarding order getters is most accurate?

A) Order getters often replenish a retailer's inventories.
B) Order getters handle orders obtained on inbound telemarketing.
C) Order getters require considerable product knowledge.
D) Order getters typically process reorders for products already sold by the company.
E) Order getter sales calls traditionally require the lowest financial investment from the firm.

Question 61

Many firms such as Xerox and IBM use a cross-functional sales practice known as

A) collaborative selling.
B) team selling.
C) cooperative selling.
D) account selling.
E) formula selling.

Question 62

TransWave International is a company that markets patented electronic sensors as an early warning device for locating potential problems with buried pipelines. TransWave sends an environmental expert, a safety engineer, a legal representative to explain new regulations enacted by the U.S. Office of Pipeline Safety, and an experienced pipeline expert when it meets with a prospect. This is an example of how TransWave uses

A) partnership selling.
B) order getting.
C) functional selling.
D) sales engineering.
E) team selling.

Question 63

The practice of using a group of professionals in selling to and servicing major customers is referred to as

A) cooperative selling.
B) missionary sales.
C) sales engineering.
D) team selling.
E) partnership selling.

Question 64

Figure 21-3

-As shown in Figure 21-3 above, Box A is the ________ stage in the personal selling process.

A) approach
B) preapproach
C) presentation
D) prospecting
E) follow-up

Question 65

A salesperson who specializes in identifying, analyzing, and solving customer problems and brings know-how and technical expertise to the selling situation, but often does not actually sell products and services is referred to as a

A) specialized order taker.
B) designated order getter.
C) missionary salesperson.
D) sales engineer.
E) sales technician.

Question 66

DuPont assigned chemists, sales and marketing executives, and regulatory specialists to create and sell an herbicide for corn growers that recorded sales of $57 million in its first year. This type of sales approach is referred to as

A) partnership selling.
B) missionary selling.
C) team selling.
D) order taking.
E) formula selling.

Question 67

Team selling would most likely be used by a company that sells

A) file cabinets.
B) washing machines.
C) dining room tables.
D) four-wheel drive sports utility vehicle (SUVs).
E) automated industrial milling machines.

Question 68

Pitney Bowes uses sales personnel, carrier management specialists, and engineering and administrative executives who continually work together to find ways to improve the technology involved in shipping goods across town and around the world. This type of sales approach is called

A) team selling.
B) formula selling.
C) partnership selling.
D) missionary selling.
E) order taking.

Question 69

A method of selling in which a salesperson and other company resource people meet with buyers to discuss problems and opportunities is referred to as

A) conference selling.
B) team selling.
C) seminar selling.
D) outbound telemarketing.
E) formula selling.

Question 70

FloNetwork, Inc., is a company that has developed automation solutions for electronic marketing. Its software is able to handle all aspects of permission marketing-based campaigns from list generation and e-mail deployment to real-time tracking and in-depth analysis. To sell its system, the company conducts educational programs targeted to the technical staff in a prospective customer's information technology (IT) department to discuss recent technological developments with the product. In this situation, FloNetwork uses

A) partnership selling.
B) seminar selling.
C) conference selling.
D) sales engineers.
E) formula selling.

Question 71

In conference selling,

A) buyers and sellers meet through a technology-based forum (like telephone or videoconference calls) because person-to-person meetings are too expensive.
B) the sale has already been finalized but the buyer and seller meet to discuss delivery details.
C) a salesperson and other company resource people meet with buyers to discuss problems and opportunities.
D) a company team conducts an educational program for a customer's technical staff, describing state-of-the-art developments.
E) a form of mass selling occurs via electronic marketplaces such as eBay, Facebook, or Salesforce.com.

Question 72

Team selling refers to the practice of

A) using an entire group of professionals in selling to and servicing major customers.
B) sending an entire group of a firm's sales representatives into the field.
C) combining the expertise and resources of buyers and sellers to create customized solutions, commit to joint planning, and share customer, competitive, and company information for their mutual benefit, and ultimately the customer.
D) sending a group of sales representatives to concentrate on performing promotional activities and introducing new products.
E) assigning a group of sales representatives, each with his or her own unique product, to the same geographic sales territory to ensure that the company can meet the needs of these customers.

Question 73

Today, ________ percent of companies employ cross-functional teams of professionals to work with customers to improve relationships, find better ways of doing things, and create and sustain value for their customers.

A) 15
B) 20
C) 45
D) 75
E) 90

Question 74

The personal selling process begins with the ________ stage and ends with the ________ stage.

A) preapproach; close
B) preapproach; presentation
C) prospecting; close
D) prospecting; follow-up
E) approach; close

Question 75

The personal selling process is

A) the activities that begin with the prospecting of potential leads to the final closing of a sale.
B) the three sales activities that include identifying a customer with an unfilled need, identifying a product or service that could satisfy that need, and initiating a formalized exchange or sale.
C) the formalized sales protocol used by a company's salesforce to ensure a consistent quality sales presentation.
D) the sales activities occurring before, during, and after the sale itself, consisting of six stages: prospecting, preapproach, approach, presentation, close, and follow-up.
E) the sequential steps taken to close a sale including finalizing product benefits, arranging for distribution, and obtaining payment.

Question 76

Sales activities occurring before, during, and after the sale itself, and which consist of six stages, are referred to as

A) the new-product process.
B) the strategic marketing process.
C) the personal selling process.
D) the consumer purchase decision process.
E) relational selling.

Question 77

The two basic forms of team selling are

A) augmented selling and integrated selling.
B) enterprise selling and strategic alliance selling.
C) cross-functional teams and cross-tier teams.
D) conference selling and seminar selling.
E) network selling and matrix selling.

Question 78

Figure 21-3

-As shown in Figure 21-3 above, Box B is the ________ stage in the personal selling process.

A) approach
B) preapproach
C) presentation
D) prospecting
E) follow-up

Question 79

Procter & Gamble uses groups of marketing, sales, advertising, computer systems, and supply chain personnel to work with its major retailers, such as Walmart, to identify ways to develop, promote, and deliver products. This type of sales approach is called

A) partnership selling.
B) missionary selling.
C) order taking.
D) team selling.
E) formula selling.

Question 80

Seminar selling is a method of personal selling in which

A) the company provides a free audit of the buyers' purchase behaviors to identify any weaknesses and then provides formal training on more effective buying behaviors.
B) a group of the organization's R&D personnel conducts a product demonstration and training seminar for all major customers.
C) salespeople and other company resource people meet with buyers to discuss problems and opportunities.
D) a company sales team conducts an educational program for a customer's technical staff to describe state-of-the-art developments.
E) a company selling services tries to overcome the problems associated with the intangibility of service.