Deck 16: Personal Selling and Sales Promotion

Question 1

Today,most __________ are well-educated,well-trained professionals who work to build and
maintain long-term customer relationships.

A) marketers
B) missionaries
C) salespeople
D) quality control managers
E) all of the above

Answer 1

salespeople

Question 2

According to research by the Gallup polling organization,which of the following is one of the four key talents a successful salesperson must possess?

A) managerial skills
B) disciplined work style
C) aggressive personality
D) technological know-how
E) fluency in a second language

Answer 2

disciplined work style

Question 3

Which of the following best explains why companies are adopting the team selling approach to service large,complex accounts?

A) Products have become too complicated for one salesperson to support.
B) Customers prefer dealing with many salespeople rather than one sales representative.
C) Salespeople prefer working in groups because of the opportunity for flex hours and job sharing.
D) A group of salespeople assigned to one account is cost effective for corporations.
E) Fewer skilled salespeople are working in the high-tech industry.

Answer 3

Products have become too complicated for one salesperson to support.

Question 4

To reduce time demands on their outside sales forces,many companies have increased the size of their inside sales forces,which include technical support people,sales assistants,and ________.

A) retail supervisors
B) sales managers
C) telemarketers
D) accountants
E) programmers

Question 5

Of the three typical types of sales force structures,which one is often supported by many levels of sales management positions in specific geographical areas?

A) territorial
B) product
C) customer
D) complex systems
E) A and B

Question 6

All of the following are problems associated with the poor selection of salespeople EXCEPT ________.

A) lower sales
B) costly turnover
C) less productivity
D) less office support
E) disrupted customer relationships

Question 7

All of the following are disadvantages of the team selling approach EXCEPT which one?

A) Selling teams can overwhelm customers.
B) Many salespeople are unaccustomed to working with others.
C) Selling teams decrease costs.
D) Individual contributions and compensations can be difficult to assess.
E) Most salespeople are trained to excel in individual performance.

Question 8

Which of the following would a company most likely use to determine sales force size?

A) the workload approach
B) product availability
C) demographic characteristics of the sales force
D) the outside sales force method
E) profit margin

Question 9

A sales assistant working for an outside sales force will most likely have all of the following duties EXCEPT ________.

A) answering customer's questions when a salesperson is unavailable
B) providing administrative backup
C) confirming appointments
D) following up on deliveries
E) determining price points

Question 10

__________ listen to their customers,assess customer needs,and organize the company's
efforts to solve customer problems.

A) marketers
B) missionaries
C) salespeople
D) quality control managers
E) all of the above

Question 11

The _____________ clearly defines each salesperson's job and fixes accountability.

A) organization structure
B) organization chart
C) accountability chart
D) territorial sales force structure
E) accountability structure

Question 12

When a company sets out to analyze,plan,implement,and control sales force activities,the company is undertaking ________.

A) sales design
B) sales force management
C) group sales efforts
D) co-op selling and advertising
E) promotional objectives

Question 13

The growing trend of using a group of people from sales,marketing,engineering,finance,technical support,and even upper management to service large,complex accounts is known as ________ selling.

A) department
B) multiple
C) team
D) personal
E) complex

Question 14

Which of the following is NOT a disadvantage of a product sales force structure?

A) extra selling costs involved with multiple sales visits from separate divisions
B) overlapping use of resources with big customers
C) salespeople spending time to see the same customer's purchasing agents
D) increased customer delivery time
E) B and C

Question 15

A ________ is an individual acting on behalf of a company who performs one or more of the following activities: prospecting,communicating,servicing,and information gathering.

A) press agent
B) media planner
C) marketing director
D) salesperson
E) publicist

Question 16

Whom do members of a sales force typically represent?

A) They represent the company to customers.
B) They represent the company to investors.
C) They represent the customer to the company.
D) A and C
E) all of the above

Question 17

Members of a company's ________ conduct business from their offices using telephones,e-mails,or visits from prospective buyers to generate sales.

A) outside sales force
B) inside sales force
C) complex sales force
D) customer sales force
E) product sales force

Question 18

Companies that use a customer sales force structure organize their salespeople by ________.

A) product
B) territory
C) industry
D) demand
E) hierarchy

Question 19

________ involves two-way,personal communication between salespeople and individual customers,either in person,by telephone,or through Web conferences.

A) Advertising
B) Public relations
C) Personal selling
D) Telemarketing
E) Integrated marketing communication

Question 20

What is the term used to identify the individuals in a company who travel to call on customers in the field?

A) product sales force
B) outside sales force
C) inside sales force
D) complex sales force
E) customer sales force

Question 21

Which of the following is an advantage created by the use of a sales force automation system?

A) lower costs for training sales personnel
B) increased motivation to acquire new customers
C) decreased need for an inside sales force
D) stronger organizational climate developed by the sales team
E) more efficient scheduling of sales calls and sales presentations

Question 22

The aim of sales management motivation is to encourage salespeople to ________.

A) "work smart"
B) "work hard"
C) "work cooperatively"
D) "work creatively"
E) "work quickly"

Question 23

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

A) goal
B) task
C) quota
D) incentive
E) contest

Question 24

Which sales management tool helps a salesperson know which customers to visit and which activities to carry out during a week?

A) time-and-duty analysis
B) sales force automation systems
C) call plan
D) sales quota plan
E) positive incentives plan

Question 25

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

A) Customer needs and habits are easily conveyed through e-learning.
B) Customers appreciate the flexibility of e-learning.
C) E-learning allows for more employee feedback.
D) E-learning is the best way to simulate sales calls.
E) E-learning cuts training costs.

Question 26

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

A) call plan
B) call report
C) sales report
D) expense report
E) time-and-duty analysis

Question 27

Which of the following questions would provide management with the LEAST beneficial information regarding the performance of its sales force?

A) Is the sales force meeting its profit objectives?
B) Is the sales force working well with the marketing team?
C) Are sales force costs in line with sales force outcomes?
D) Is the sales force accomplishing its customer relationship objectives?
E) Does the sales force complete its sales reports and expense reports in a timely manner?

Question 28

Prospecting is the step in the selling process in which the salesperson ________.

A) gathers information about a prospective customer before making a sales call
B) meets the customer for the first time
C) identifies qualified potential customers
D) tells the product's "value story" to the customer
E) clarifies and overcomes customer objections to buying

Question 29

The purpose of a training program for salespeople is to teach them about all of the following EXCEPT ________.

A) customers' buying habits
B) customers' buying motives
C) the company's main competitors
D) the company retirement benefits
E) the company's organizational structure

Question 30

Companies are increasingly moving away from high commission compensation plans because such plans often lead to salespeople ________.

A) undermining the work of the inside sales team
B) ignoring management and marketing objectives
C) being too pushy and harming customer relationships
D) working multiple sales jobs to maximize their income
E) spending too much time traveling between customers

Question 31

Companies are always looking for ways to increase face-to-face selling time.All of the following are ways to accomplish this goal EXCEPT ________.

A) using phones and video conferencing instead of traveling
B) simplifying record keeping and other administrative tasks
C) developing better sales-call and routing plans
D) reducing the number of customers each sales rep must visit
E) supplying more and better customer information

Question 32

Helping the sales force "work smart" is the goal of ________.

A) sales supervision
B) sales motivation
C) sales compensation
D) the organizational climate
E) return on sales investment

Question 33

Sales ________ encourage a sales force to make a selling effort that is above and beyond the normal expectation.

A) contests
B) quotas
C) meetings
D) reports
E) plans

Question 34

Which of the following is a potential drawback of using Web-based technologies for making sales presentations and servicing accounts?

A) Salespeople have to invest more time in preparing for this type of interaction with customers.
B) The cost of the technology outweighs any savings gained by eliminating the need for travel.
C) The systems can intimidate salespeople who are unfamiliar with the technology.
D) Customers are less likely to buy the product when a Web conference is used.
E) Customers lack the technology required to participate in a Web conference.

Question 35

A company that treats its salespeople as valuable contributors with unlimited income opportunities has developed a(n)________ that will have fewer turnovers and higher sales force performance.

A) sales force system
B) organizational climate
C) compensation package
D) sales structure
E) workload

Question 36

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

A) profit-sharing plan
B) compensation
C) call report
D) sales report
E) expense report

Question 37

Commissions or bonuses that a salesperson receives from a company are categorized as the ________ of a compensation plan.

A) base salary
B) fixed amount
C) variable amount
D) fringe benefit
E) pension component

Question 38

The selling process consists of several steps that the salesperson must master,focusing on the goals of ________ and ________ from them.

A) closing sales; getting orders
B) getting new customers; obtaining service ideas
C) getting new customers; obtaining orders
D) overcoming objections; developing relationships
E) managing old customers; following up

Question 39

During the hiring process,companies that test sales applicants typically measure all of the following abilities EXCEPT ________.

A) sales aptitude
B) organizational skills
C) accounting skills
D) analytical skills
E) personality traits

Question 40

All of the following are basic types of compensation plan for salespeople EXCEPT ________.

A) straight commission
B) straight salary
C) salary plus commission
D) commission plus bonus
E) salary plus bonus

Question 41

The qualities buyers dislike most in salespeople include all EXCEPT which of the following?

A) being pushy
B) being deceitful
C) being reliant on technology
D) being unprepared
E) being disorganized

Question 42

The qualities that buyers value most in salespeople include empathy,honesty,dependability,thoroughness,follow-through,and ________.

A) good listening
B) good presenting
C) sympathy
D) caring
E) candor

Question 43

A ________ is a short-term incentive used to encourage the immediate purchase of a product or service.

A) sponsorship
B) press release
C) bonus
D) sales promotion
E) publicity stunt

Question 44

During the prospecting stage,a salesperson needs to discriminate between good leads and poor leads,a process known as ________.

A) closing
B) referring
C) presenting
D) qualifying
E) approaching

Question 45

Technologies such as handheld computers and interactive whiteboards enable salespeople to enhance the ________ stage of the selling process.

A) prospecting
B) preapproach
C) presentation and demonstration
D) qualifying
E) follow-up

Question 46

Sales promotions are targeted toward all of the following EXCEPT ________.

A) retailers
B) investors
C) final buyers
D) business customers
E) members of the sales force

Question 47

A salesperson in the prospecting stage most likely uses of the following methods EXCEPT ________.

A) referrals from competing salespeople
B) referrals from current customers
C) referrals from dealers
D) referrals from suppliers
E) cold calling

Question 48

Which step in the sales process is most focused on ensuring customer satisfaction and repeat business?

A) proper approach
B) professional presentation
C) handling objections
D) qualifying prospects
E) follow-up

Question 49

A salesperson who researches a company's buying styles and product line is most likely in the ________ stage of the selling process.

A) prospecting
B) preapproach
C) approach
D) presentation
E) closing

Question 50

Sellers use trade promotions for all of the following reasons EXCEPT to ________.

A) encourage retailers to carry more inventory
B) convince retailers to advertise the product
C) gain more shelf space for the product
D) encourage salespeople to sign up new accounts
E) persuade retailers to buy products in advance

Question 51

The salesperson meets the customer for the first time in the ________ step of the selling process.

A) prospecting
B) qualifying
C) preapproach
D) approach
E) presentation

Question 52

Which of the following is NOT a closing technique?

A) asking for the order
B) reviewing points of agreement
C) offering to help write up the order
D) explaining that the buyer will lose out if the order isn't placed now
E) asking the buyer to clarify any objections

Question 53

Salespeople should be trained to recognize ________ signals from the buyer,which can include physical actions such as leaning forward and nodding or asking questions about prices and credit terms.

A) qualifying
B) approach
C) objection
D) closing
E) follow-up

Question 54

The step of ________ is difficult for some salespeople because they lack confidence,feel guilty about asking for an order,or may not recognize the right time to ask for an order.

A) approaching the prospect
B) making a presentation
C) handling objections
D) closing the sale
E) following up

Question 55

A salesperson should seek out,clarify,and overcome any customer objections during the sales presentation in order to ________.

A) offer the buyer a discount for placing an order
B) minimize the buyer's concerns about the product
C) compliment the buyer for mentioning the objections
D) turn the objections into reasons for buying
E) turn the objections into an opportunity for humor

Question 56

The ___________ approach fits better with today's relationship marketing focus than does a hard sell or glad-handing approach.

A) hard-sell
B) customer-solution
C) razzle-dazzle
D) sales development
E) personal relationship

Question 57

Consumers are increasingly ignoring promotions and not making immediate purchases because of ________.

A) advertising specialization
B) promotion clutter
C) promotional marketing
D) advertising clutter
E) promotion differentiation

Question 58

The rapid growth of sales promotions in consumer markets is most likely the result of all of the following factors EXCEPT ________.

A) consumers and large retailers becoming more deal oriented
B) product managers facing pressure to increase current sales
C) competing brands attempting to differentiate from each other
D) declining advertising costs
E) advertising efficiency on the decline because of media clutter

Question 59

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

A) financial ability
B) longevity in the market
C) special needs
D) location
E) volume of business

Question 60

Many companies recognize that winning and keeping accounts requires more than making good products and directing the sales force to close lots of sales.It requires _______________ .

A) earning business from customers based on low prices
B) listening to customers, understanding their needs, and creating customer value to build lasting relationships
C) closing deals quickly to meet team sales quotas
D) gaining short-term sales that increase annual sales volume
E) challenging customers to find better deals for products and services

Question 61

Marketers who send coupons to customers' cell phones are using ________.

A) trade promotions
B) mobile marketing
C) premiums
D) point-of-purchase promotions
E) sampling

Question 62

Which of the following involves marking a reduced price directly on a product's packaging and often results in the stimulation of short-term sales?

A) promotional products
B) patronage rewards
C) price packs
D) samples
E) rebates

Question 63

Which of the following consumer promotion tools is the MOST costly way for companies to introduce a new product?

A) samples
B) coupons
C) premiums
D) cash refunds
E) price packs

Question 64

________ are goods offered either free or at low cost as an incentive to buy a product.

A) Coupons
B) Premiums
C) Price packs
D) Cash refund offers
E) Point-of-purchase promotions

Question 65

Which of the following questions would be the best one to help a marketer evaluate the return on a sales promotion investment?

A) Did the promotion run too long or too short?
B) Did customers enjoy the events associated with the promotion?
C) Did customers search the promotion's Web site for additional product information?
D) Did the promotion increase purchases from current customers or attract new customers?
E) Did the distribution of the promotional information match consumer expectations and needs?

Question 66

Which consumer promotion tool requires consumers to send a proof of purchase to the manufacturer?

A) cents-off deals
B) coupons
C) samples
D) cash refunds
E) promotional products

Question 67

Marathons,concerts,and festivals with corporate sponsors are examples of ________.

A) point-of-purchase promotions
B) business promotions
C) trade promotions
D) event marketing
E) personal selling

Question 68

Asian Motors splits Asia into 10 sales regions.Within each of those regions,the company maintains two sales teams,one for existing customers and one for prospects.What type of sales force structure does Asian Motors use?

A) territorial
B) product
C) customer
D) complex
E) workload

Question 69

Manufacturers direct more sales promotion dollars toward ________ than to ________.

A) consumers; retailers
B) customers; wholesalers
C) retailers and wholesalers; consumers
D) salespeople; retailers
E) retailers; wholesalers

Question 70

Business promotion tools are used for all of the following reasons EXCEPT to ________.

A) generate business leads
B) stimulate purchases
C) reward customers
D) motivate salespeople
E) increase manufacturing

Question 71

Manufacturers may offer a(n)________ in return for the retailer's agreement to feature the manufacturer's products in advertising or display.

A) POP promotion
B) allowance
C) incentive promotion
D) price pack
E) premium

Question 72

Johnson Business Solutions,Inc.maintains one sales force for its copy machines and a separate sales force for its computer systems.Johnson Business Solutions utilizes a(n)________ structure.

A) product sales force
B) customer sales force
C) territorial sales force
D) integrated sales force
E) complex sales force

Question 73

Trade shows offer manufacturers the opportunity to do all of the following EXCEPT ________.

A) establish a sales contest
B) find new sales leads
C) contact customers
D) introduce new products
E) educate customers

Question 74

A ________ has the advertiser's name on it and is given as a gift to consumers.

A) sample
B) price pack
C) cents-off deal
D) promotional product
E) sweepstake

Question 75

Stahl,Inc.has 1,000 Type-A accounts,each requiring 28 calls per year,and 2,200 Type-B accounts,each requiring 15 calls per year.If each salesperson at Stahl,Inc.can make 1,500 sales calls per year,approximately how many salespeople will be needed?

A) 31
B) 35
C) 41
D) 45
E) 48

Question 76

J&M Manufacturing has 2,000 Type-A accounts,each requiring 35 calls per year,and 1,000 Type-B accounts,each requiring 15 calls per year.What is the sales force's workload?

A) 15,000 calls
B) 35,000 calls
C) 70,000 calls
D) 85,000 calls
E) 95,000 calls

Question 77

A manufacturer that offers cash or gifts to dealers for encouraging the purchase of the manufacturer's goods is using ________.

A) price-offing
B) push money
C) off-listing
D) off-invoicing
E) allowances

Question 78

Which consumer promotion offers consumers the chance to win something by presenting them with an item such as a scratch-off card or a bingo number ?

A) game
B) contest
C) price pack
D) sweepstakes
E) point-of-purchase promotion

Question 79

Ultra-Tech,Inc.has decided to switch to a customer sales force structure.Which of the following advantages is the company now LEAST likely to enjoy?

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

Question 80

Of the main consumer promotion tools,which is the MOST effective for introducing a new product or creating excitement for an existing one?

A) coupons
B) samples
C) cash refunds
D) price packs
E) contests