Deck 14: Personal Selling,sales Management,and Direct Marketing

Question 1

Which of the following is a poor choice for a sales presentation when a salesperson is interested in building a long- term relationship?

A)incorporating sound and other media into the presentation
B)presenting the value proposition
C)focusing on listening to the customer
D)using a canned presentation
E)letting the customer ask questions

Answer 1

D

Question 2

PeopleSoft is an enterprise application software that businesses can use to create more efficient relationships with suppliers,customers,and employees.To sell the entire software package,the company uses ,which includes a technical specialist,an accounting expert,a human resources expert,and a sales representative.

A)a buying center
B)relationship selling
C)a selling center
D)team selling
E)partner relationship management (PRM)

Answer 2

D

Question 3

Neal Murphy sells his company's unique gift items on television programs broadcast on a channel that is entirely dedicated to selling goods and services.Neal is using .

A)home shopping networks
B)catalog marketing
C)m- commerce
D)telemarketing
E)public relations

Answer 3

A

Question 4

A(n)is a salesperson's write- up of his or her completed sales activity.

A)call report
B)expense report
C)performance objective
D)sales quota
E)behavioral objective

Question 5

Small individual orders and a market of many small customers are two factors that limit a firm's emphasis on _.

A)public relations
B)cross- promotion
C)personal selling
D)mass marketing
E)direct marketing

Question 6

The step that follows preapproach in the creative selling process is .

A)qualify
B)presentation
C)handle objections
D)approach
E)prospect

Question 7

Which of the following is NOT a form of direct marketing?

A)direct mail
B)mass marketing
C)m- commerce
D)telemarketing
E)catalogs

Question 8

Which of the following is an example of a performance objective a sales manager might set for his sales force?

A)Each salesperson should belong to a community service organization.
B)Each salesperson must call on three new prospects each week.
C)Each salesperson must make a follow- up call within 48 hours of a sale.
D)Each salesperson must get at least one referral from each customer.
E)Each salesperson should have at least $400,000 in net sales annually.

Question 9

During which stage of the creative selling process would a salesperson most likely try to learn about a customer's prior purchases and personal interests?

A)qualify
B)follow- up
C)prospect
D)close
E)preapproach

Question 10

One of the potential drawbacks of a is that salespeople might simply wait to make some sales instead of increasing their overall number of sales.

A)monthly call report
B)performance objective
C)behavioral objective
D)customer relationship management report
E)sales contest

Question 11

A producer of beverages and snack foods wants to market its products to the 14- to- 22- year- old demographic,providing incentives to respond instantly to time- sensitive offers.Which of the following forms of direct marketing would this producer most likely choose?

A)direct mail
B)direct- response TV
C)catalog marketing
D)m- commerce
E)telemarketing

Question 12

Which of the following best explains why telemarketing continues to grow in popularity?

A)the failure of the National Do Not Call Registry
B)the high cost of field salespeople
C)the ability to quantify telemarketing results
D)telemarketers' ability to freely access cell phone numbers
E)the increased popularity of relationship selling

Question 13

Sales managers rate which of the following skills as the single most important attribute they look for when hiring relationship salespeople?

A)questioning skills
B)listening skills
C)technical skills
D)presentation skills
E)time management skills

Question 14

A territory structure is used when the product line is technically complex in order to provide customers more expertise in the products the company produces.

A)virtual
B)industry specialization
C)geographic
D)product
E)major accounts

Question 15

Which of the following groups is most likely to be a target of m- commerce?

A)parents
B)working professionals
C)business markets
D)baby boomers
E)teenagers

Question 16

The for a sales manager engaged in relationship selling will relate to customer satisfaction,loyalty,and retention.

A)prospecting objectives
B)sales force objectives
C)direct selling
D)marketing plans
E)territory plans

Question 17

,which uses a data network to carry voice calls,is frequently used for communication between salespeople and customers.

A)Telemarketing
B)Voice- over Internet Protocol (VoIP)
C)Partner relationship management (PRM)
D)Total Quality Management (TQM)
E)Customer relationship management (CRM)

Question 18

In which type of a selling situation would the sale follow- up be LEAST important?

A)relationship selling
B)proactive marketing
C)team selling
D)transformational selling
E)transactional selling

Question 19

New Wave Music Company has decided to switch to an industry specialization structure.Which of the following advantages is the company now LEAST likely to enjoy?

A)The company can expect salespeople to develop in- depth knowledge of numerous and complex product lines.
B)The company can better serve different industries.
C)The company can build closer relationships with important customers.
D)The company can become more customer- focused.
E)The company can better serve its major customers.

Question 20

is direct communication to a consumer that is conducted over the telephone.

A)Direct selling
B)Direct order
C)Promotional selling
D)Telemarketing
E)Direct- response advertising

Question 21

Management sets standards that state the amount each salesperson should sell and how sales should be divided among the company's products with _.

A)sales quotas
B)department quotas
C)sales contests
D)sales prospecting
E)sales incentives

Question 22

Which of the following is a sales technique that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer?

A)relationship selling
B)creative selling
C)reactive marketing
D)proactive marketing
E)transactional selling

Question 23

Organic Designs is a small,successful chain of stores offering stylish clothes made of all- organic materials for infants,toddlers,and young children.Most of the Organic Designs stores are located in urban areas.Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets,with the goal of creating emotional connections and long- term relationships with a new group of customers.Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?

A)telemarketing
B)m- commerce
C)catalog marketing
D)infomercials
E)direct- mail marketing

Question 24

Which of the following is NOT a tool or method that salespeople can use to cut down on nonselling time?

A)partner relationship management software (PRM)
B)voice- over Internet protocol (VoIP)
C)virtual meetings
D)telecommuting
E)a personal digital assistant (PDA)

Question 25

A collection of products offered for sale in book form,usually consisting of product descriptions accompanied by photos of the items,is a .

A)pamphlet
B)brochure
C)direct- mail item
D)catalog
E)junk- mail item

Question 26

Kim Smith is a sales manager for a large corporation.When organizing her salesforce,Kim decided to have each selling team focus on only one very large customer.Kim has used the sales force structure.

A)product
B)virtual
C)services
D)key accounts
E)geographic

Question 27

Lyall Electric,Inc.,maintains a sales force for its small appliance customers and a separate sales force for its automotive customers.Lyall Electric utilizes a(n)sales force structure.

A)product
B)intensive
C)geographic
D)performance
E)industry specialization

Question 28

The salesperson for Americhem Plastics Corp.believes in winning,keeping,and developing her customers.In other words,she engages in _.

A)transactional selling
B)relationship selling
C)proactive marketing
D)reactive marketing
E)team selling

Question 29

A type of m- commerce that simply involves sending a text message is known as .

A)short- message system marketing
B)text marketing
C)spim
D)telemarketing
E)spam

Question 30

Which kind of marketing involves sending an offer for a specific good or service at one point in time to a person at a particular address?

A)telemarketing
B)catalog
C)direct mail
D)spim
E)direct- response advertising

Question 31

Which of the following is NOT necessarily a skill or quality possessed by an ideal salesperson candidate?

A)tenacity
B)management experience
C)strong listening skills
D)strong follow- up skills
E)a high level of personal organization

Question 32

Prospect and qualify is the step in the creative selling process in which the salesperson .

A)meets the customer for the first time
B)conveys the product's competitive advantages to a potential customer
C)clarifies and overcomes a customer's concerns about buying
D)identifies potential qualified customers
E)learns as much as possible about a prospective customer before making a sales call

Question 33

The National Do Not Call Registry was established by which of the following?

A)the Consumer Review
B)the Direct Marketing Association (DMA)
C)the Federal Trade Commission (FTC)
D)the Robinson- Patman Act
E)the American Marketing Association (AMA)

Question 34

A.Y.McDonald,a manufacturer of pumps and plumbing valves,employs regional salespeople to sell its products to wholesalers and cities.This is an example of .

A)personal selling
B)direct selling
C)sales promotion
D)public relations
E)telemarketing

Question 35

At Garden and Deck Decor,a manufacturer of outdoor furniture and accessories,the marketing and sales force objective is to increase sales of the new product line while maintaining sales volume of the older product lines.Which of the following sales force compensation plans is most likely to encourage the sales force to pursue this objective?

A)straight draw
B)commission- with- bonus
C)straight commission
D)quota- bonus
E)commission- with- draw

Question 36

According to an axiom in marketing,the more the product,the more heavily firms tend to rely on personal selling to promote it.

A)impersonal
B)intangible
C)available
D)marketable
E)popular

Question 37

Which of the following is an example of a qualitative measure a sales manager could use to evaluate his or her salespeople?

A)the total number of closed sales made
B)the salesperson's product knowledge
C)the dollar amount of sales revenue generated
D)the number of cold calls made
E)the number of qualified prospects identified by each salesperson

Question 38

Fiona Lambrech is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries.Fiona wants to reach a selective market of individuals who have recently donated to international charities.Which of the following types of direct marketing is Fiona most likely to use?

A)direct- mail marketing
B)m- commerce
C)catalog marketing
D)telemarketing
E)direct- response TV marketing

Question 39

Of the following,which is the most necessary ingredient for any successful sales force organization?

A)ongoing professional development
B)reliable technical support
C)recruiting and hiring the right set of salespeople
D)sales managers who work well with other people
E)relevant and extensive sales training

Question 40

Which of the following is the most logical reason that many organizations rely heavily on personal selling?

A)to make more efficient use of the promotional mix
B)to quickly move a product to the maturity stage of the product life cycle
C)to create consistent marketing communications
D)to decrease promotional expenditures
E)to more effectively sell highly technical or very expensive products

Question 41

When Kenneth called Southern Security to buy a safe in which to store important personal documents and possessions,he most likely talked to a(n)who performed all the activities needed to process the transaction.

A)new- business salesperson
B)technical specialist
C)order taker
D)missionary salesperson
E)order getter

Question 42

involves two- way,personal communication about a good or service between a salesperson and a customer.

A)Direct marketing
B)Mass marketing
C)Personal selling
D)Public relations
E)Advertising

Question 43

Your new- business sales force is responsible for prospecting and qualifying customers.Which of the following will likely occur?

A)Order takers will take responsibility for the approach and sales presentation steps.
B)A salesperson may have to approach many qualified customers just to make one sale.
C)Salespeople will only contact a few of the customers they research in the preapproach stage.
D)The number of qualified customers will exceed the number of prospects.
E)The new- business sales force will call on all prospects.

Question 44

In which of the following situations would personal selling be the LEAST cost- effective choice?

A)a chain of supermarkets selling convenience products
B)a real estate agent selling a home
C)an automobile dealer selling luxury cars
D)a computer systems firm selling hardware and software to a large business
E)a manufacturer selling a line of running shoes to a chain of department stores

Question 45

Which of the following is NOT one of the four basic types of compensation plans?

A)commission- plus- bonus
B)quota- bonus
C)straight salary
D)straight commission
E)commission- with- draw

Question 46

Of the following,which is the LEAST creative type of sales job?

A)order taker
B)order getter
C)missionary salesperson
D)team selling member
E)new- business salesperson

Question 47

When a firm sets out to plan,implement,and control sales force activities through sales force management,it is undertaking _.

A)sales management
B)sales territory management
C)performance objective setting
D)team selling
E)transactional selling

Question 48

You want to collect information to evaluate your sales force in the New England states.Which of the following would you be LEAST likely to consider in doing so?

A)partner relationship management data (PRM)
B)customer turnover rates
C)expense reports
D)customer satisfaction surveys
E)call reports

Question 49

Which of the following communication and promotion tools involves establishing direct connections with customers aimed toward building crucial relationships?

A)e- commerce
B)publicity
C)personal selling
D)advertising
E)public relations

Question 50

Without prior introduction or arrangement,telemarketers telephone your home and business offering to sell you a variety of products.These telemarketers engage in what form of prospecting?

A)direct marketing
B)cold- calling
C)networking
D)qualifying
E)referring

Question 51

The idea that a small number of customers account for a majority of a company's sales is referred to as the .

A)top- down rule
B)frequency rule
C)80/20 rule
D)percentage of sales rule
E)prospecting rule

Question 52

More and more,salespeople make regular use of to ensure seamless communication with clients,no matter where they are.

A)telemarketing
B)the Million Dollar Directory
C)direct marketing
D)m- commerce
E)wireless technology

Question 53

has the highest cost per contact with each customer.

A)Personal selling
B)Mass marketing
C)Advertising
D)Public relations
E)Direct marketing

Question 54

A group of people from a range of departments brought together by a firm to develop products and programs that satifisfy the customer's needs is referred to as a _ team.

A)partner relationship management (PRM)
B)transactional
C)cross- functional
D)missionary
E)customer relationship management (CRM)

Question 55

Which of the following is NOT an advantage of a geographic sales force structure?

A)Field expenses can be minimized.
B)Travel expenses can be minimized.
C)Salespeople develop in- depth knowledge of a product line.
D)Salespeople develop an in- depth understanding of their customers.
E)Salespeople are able to have frequent contact with their customers.

Question 56

M- commerce is a new buzzword that many marketers are using today.The "m" stands for .

A)message- oriented
B)marketplace
C)medium- oriented
D)marketspace
E)mobile

Question 57

Businesses selling to other businesses use _ to keep in contact with smaller customers at much less cost than face- to- face sales calls.

A)telemarketing
B)catalog marketing
C)promotional selling
D)direct selling
E)direct- response advertising

Question 58

Ordering CDs on the Web is a form of .

A)mail order
B)promotional selling
C)direct selling
D)place- based communication
E)direct marketing

Question 59

During the _ step,salespeople for Montana exercise equipment should try to determine the specific needs of a customer.

A)close
B)approach
C)prospect
D)qualify
E)preapproach

Question 60

The salesperson contacts the customer for the first time in the _ step of the creative selling process.

A)presentation
B)qualify
C)approach
D)preapproach
E)prospect

Question 61

A 30- minute television advertising program marketing a single product is referred to as a(n) .

A)short- messaging system
B)infomercial
C)home shopping show
D)mass marketing advertisement
E)direct- response commercial

Question 62

In which stage of the creative selling process would the salesperson say,"Will you be paying cash for this purchase?"

A)preapproach
B)qualify
C)close
D)follow- up
E)handle objections

Question 63

Southern Security makes safes for storing valuables.When Ed sold safes for the company,he sometimes told a prospect,"The model safe you are looking at is on sale this week.If you wait until next week to buy,you will spend $100 more." When Ed used this approach,he was using the close.

A)assumptive
B)canned
C)stimulus- response
D)standing- room- only
E)minor points

Question 64

After salesperson Danny O'Reilly has made a sale,he asks his customer if she knows of anyone else who might also be interested in buying his products.Referrals such as these are one method used in .

A)the preapproach
B)qualifying
C)completing follow- up
D)cold calling
E)prospecting

Question 65

Which of the following is an example of a behavioral objective a sales manager might set for her sales force?

A)Each salesperson must increase his total profits by five percent.
B)Each salesperson must call on four customers each day.
C)Each salesperson must increase his total sales by 10 percent.
D)Each salesperson must work within a sales territory.
E)Each salesperson must reduce her travel expenses by five percent.

Question 66

At the sales presentation for EFTPS (a type of software for making the payment of all federal taxes secure,easy,and fast),it would be most logical for which member of the sales staff to demonstrate how payments can be set up twelve months in advance and how easy it is to view payment history?

A)proactive salesperson
B)the missionary salesperson
C)the relationship manager
D)the order taker
E)the technical specialist

Question 67

A young couple contacted a realtor about buying a new home.Now that the realtor has prospects,his next step should be to _.

A)handle any of their objections
B)make a thorough sales presentation
C)qualify them
D)prepare his approach
E)close the sale

Question 68

Which of the following is a salesperson who works to develop long- term relationships with particular customers or to generate new sales?

A)a missionary salesperson
B)a technical specialist
C)an order getter
D)an order taker
E)a new- business salesperson

Question 69

In terms of the promotion mix,telemarketing is most closely related to which of the following?

A)advertising
B)consumer promotions
C)personal selling
D)public relations
E)trade promotions

Question 70

state what the sales force is expected to accomplish and when.

A)Sales force objectives
B)Sales plans
C)Performance objectives
D)Territory plans
E)Behavioral objectives

Question 71

What should a salesperson do during the fifth step of the creative sales process?

A)begin building a bridge to the next sale
B)welcome objections
C)wait for signals that the customer is ready to buy
D)indirectly ask the customer for his or her business
E)block objections

Question 72

Which of the following refers to an m- commerce scam used by unscrupulous marketers?

A)opt- out services
B)spam
C)spim
D)cold- calling
E)viral marketing

Question 73

Which of the following statements about relationship selling is true?

A)Relationship selling is a short- sighted approach.
B)Relationship selling primarily uses hard- sell tactics.
C)A salesperson selling new tires to tourists who are stranded in his community will most likely use relationship selling.
D)People who engage in relationship selling do not prospect for new customers.
E)With relationship selling,the salesperson tries to develop a win- win relationship with customers.

Question 74

A salesperson's is often related to how well he or she meets a set quota.

A)professional development opportunity
B)expense report
C)behavioral objective
D)compensation
E)call report

Question 75

A brochure sent through the mail offering a specific product or service at one point in time is an example of which of the following?

A)direct mail
B)direct response advertising
C)spam
D)spim
E)catalog marketing

Question 76

For which of the following operations would telemarketing efforts likely be the most successful and the most profitable?

A)selling double- pane windows to home owners
B)selling vacation packages to people who earn $50,000 or more annually
C)selling plastic bottles to a bottling company
D)asking people for charitable donations
E)selling magazine subscriptions to consumers

Question 77

Southern Security makes safes for storing valuables such as jewelry and family records.When Ed sold safes for the company,he had to be prepared with a response when a prospect said,"I have no room for a safe" or "My family heirlooms aren't valuable enough to put in a safe." In other words,Ed had to .

A)anticipate objections
B)utilize cold calling
C)treat each sale as a transaction
D)prepare several different closings
E)use a canned sales presentation

Question 78

Which of the following is the LEAST relevant characteristic that a salesperson should consider when qualifying a prospect?

A)longevity in the market
B)credit history
C)financial ability
D)volume of business
E)likely level of loyalty

Question 79

The first step in the creative selling process is .

A)prospect and qualify
B)handle objections
C)approach
D)sales presentation
E)preapproach

Question 80

In which step in of the sales process would the salesperson call to ensure customer satisfaction and repeat business?

A)handle objections
B)follow- up
C)presentation
D)close the sale
E)approach