Question 1

Transaction-based sales&#10;A) aim at gaining repeat sales&#10;B) are used in highly technical sales situations&#10;C) focuses only on an immediate sale&#10;D) require extensive product knowledge

Accepted Answer

Transaction-based sales focus solely on making an immediate sale, rather than building a long-term relationship with the customer. This approach may not necessarily aim at gaining repeat business or require extensive product knowledge, and can be used in a variety of sales situations, not just highly technical ones.

Question 2

In-store merchandisers&#10;A) set prices in store&#10;B) monitor point of sale material in store&#10;C) do not influence sales volumes&#10;D) make sure manufacturer brands are positioned better than house brands

Accepted Answer

In-store merchandisers are responsible for monitoring and maintaining the point of sale material in store, ensuring that it is displayed prominently and accurately reflecting the products and promotions available. They do not typically set prices in store or directly influence sales volumes. While they may work to ensure manufacturer brands are positioned favorably, this is not their sole responsibility.

Question 3

House brands&#10;A) decrease the level of competition in a category&#10;B) increase the level of competition in a category&#10;C) have no effect on a category&#10;D) confuse consumers about the difference between house and manufacturer brands

Accepted Answer

House brands, also known as private label or store brands, increase the level of competition in a category. This is because retailers who offer their own house brands are directly competing with manufacturers who sell branded products in the same category. This competition can lead to better prices, quality, and innovation for consumers.

Question 4

Sales staff&#10;A) cannot influence sales to large retailers&#10;B) have no impact on the way their company's brands are positioned&#10;C) must consider the impact of house brands on their own&#10;D) must make sure their brands are priced better than house brands

Accepted Answer

Sales staff must consider the impact of house brands on their own sales and brand positioning. They need to differentiate their brand from the house brands and offer unique value to customers. Therefore, choice C is the correct option. Option A and B are incorrect as sales staff can influence sales to large retailers and also have an impact on how their company's brands are positioned. Option D may not always be feasible, as competing solely on price may not be sustainable in the long run.

Question 5

Electronic sales force automation&#10;A) eliminates the need for a sales force&#10;B) improves sales force performance&#10;C) harms sales force performance&#10;D) improves long-term job satisfaction

Accepted Answer

Electronic sales force automation helps sales force performance by providing tools for lead management, customer relationship management, and sales forecasting. It streamlines the sales process, reduces administrative tasks for salespeople, and allows them to focus on selling.

Question 6

Sales staff may be motivated by&#10;A) monetary and non-monetary incentives&#10;B) bonuses for making planned sales calls&#10;C) being given wider sales territories&#10;D) everyone in the team being rewarded for a sales representative's sales success

Accepted Answer

Sales staff can be motivated by both monetary incentives (such as commissions, bonuses, and raises) and non-monetary incentives (such as recognition, opportunities for advancement, and a positive work environment). Option B and C may be motivational for some sales staff, but they are not universally applicable or effective. Option D, while it may foster team collaboration, could also lead to resentment if team members feel that they are only rewarded based on the success of one individual.

Question 7

Sales staff working in business-to-business areas need&#10;A) only limited product knowledge&#10;B) only to learn how to demonstrate products&#10;C) minimal training&#10;D) extensive product knowledge and training

Accepted Answer

Sales staff working in business-to-business areas need extensive product knowledge and training in order to understand the needs of their clients, communicate the value of the products or services, and provide effective solutions to their clients' problems. Limited product knowledge, only knowing how to demonstrate products, and minimal training will not be enough to develop long-term relationships with business clients and achieve sales goals.

Question 8

Internal marketing involves&#10;A) selling company products to its own staff and shareholders&#10;B) showing marketing communications material to staff&#10;C) consulting and informing staff about marketing communications activity&#10;D) telling sales staff how to be more productive

Accepted Answer

Internal marketing primarily focuses on consulting and informing staff about marketing communications activities. This approach ensures that employees are aware of and aligned with the company's marketing strategies, enabling them to effectively support and reinforce these strategies in their roles.

Question 9

Sales and sales management&#10;A) operate independently from other marketing activity&#10;B) can contribute to marketing communication synergy&#10;C) implements strategies and tactics decided in other marketing communications areas&#10;D) often hinders marketing communications activity

Accepted Answer

Sales and sales management can contribute to marketing communication synergy by aligning their strategies and tactics with other marketing communication areas such as advertising, public relations, and digital marketing. This can result in a more cohesive and effective overall marketing strategy.

Question 10

Exhibitions are&#10;A) a means of generating direct sales&#10;B) a means of generating sales leads&#10;C) a and b&#10;D) neither a nor b

Accepted Answer

Exhibitions can serve both as a means of generating direct sales and sales leads. Direct sales can come from attendees immediately making a purchase at the exhibition. Sales leads can come from obtaining contact information from interested attendees who may choose to purchase in the future.

Deck 14: Integrated Campaign Development: Personal Selling and Sales Management, Retail Key Account Liaison, Exhibitions and Shows