Deck 14: Personal Selling and Sales Promotion

Question 1

Territorial sales force structures have many benefits. Which is the least likely benefit?

A)Travel expenses can be minimized.
B)Each salesperson's job is clearly defined.
C)Salespeople have the opportunity and incentive to build strong relationships with customers.
D)Salespeople develop in-depth knowledge of a product line.
E)Accountability is clearly defined for each salesperson.

Answer 1

D

Question 2

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)human resource professionals
E)public relations profession

Answer 2

C

Question 3

Management uses the workload approach to ________.

A)set the size of the sales force
B)determine product availability
C)identify desirable characteristics of the sales force
D)establish sales quotas
E)analyze profit margins

Answer 3

A

Question 4

Which of the following is 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?

A)department selling
B)inside selling
C)team selling
D)continuous selling
E)simultaneous selling

Question 5

Which of the following is the term for the individuals in a company who travel to call on customers in the field?

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

Question 6

________ involves two-way, personal communication between salespeople and individual customers-whether face-to-face, by telephone, through video or web conferences, or by other means.

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

Question 7

Of the three typical types of sales force structures, which one assigns an exclusive geographical area to each salesperson and requires each salesperson to represent the company's full line of products to customers within that area?

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

Question 8

A(n)________ serves as a critical link between a company and its customers by performing one or more of the following: prospecting, communicating, selling, servicing, information gathering, and relationship building.

A)manager
B)executive
C)support person
D)salesperson
E)consultant

Question 9

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

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

Question 10

Which activity is typical for a sales assistant?

A)call ahead and confirm appointments
B)determine price points
C)initiate administrative tasks
D)make deliveries
E)forward customers' questions

Question 11

Which of the following is a definite disadvantage of a product sales force structure?

A)selling costs reduce with multiple sales visits from separate divisions
B)overlapping use of resources with big customers
C)salespeople spending time prospecting new customers
D)increased customer delivery time
E)sales force specializes along product lines

Question 12

Which sales force structure would a company that sells a wide variety of products to many types of customers over a broad geographic area consider using?

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

Question 13

After a company has determined its sales force structure, it is ready to determine what ________ it needs.

A)team structure
B)sales force size
C)marketing-sales liaison
D)sales force supervision
E)compensation package

Question 14

Which one of the following do members of a sales force typically represent?

A)They represent the company to competitors.
B)They represent the company to investors.
C)They represent the customer to the company.
D)They represent the company to industry.
E)They represent the goods they sell.

Question 15

A company can unite its marketing and sales functions through many activities. Which is the least likely to be effective?

A)assigning a telemarketer the task of visiting a customer
B)arranging joint meetings to clarify all aspects of communication
C)appointing a chief customer officer to oversee both departments
D)having a salesperson preview ads and sales-promotion campaigns
E)sending brand managers on sales calls with a salesperson

Question 16

Members of a company's ________ conduct business from their offices through the telephone, the Internet, or visits from customers.

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

Question 17

Which of the following promotion tools involves personal presentation by the firm's sales force for the purpose of making sales and building customer relationships?

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

Question 18

A company could benefit from appointing a high-level marketing executive because such a person could perform what duty/duties?

A)oversee sales
B)oversee marketing
C)oversee both marketing and sales
D)represent customers to the company
E)represent the company to customers

Question 19

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

A)product
B)territory
C)industry
D)demand
E)specialty knowledge

Question 20

Of the following, which is the least creative sales position?

A)order taker
B)order getter
C)account executive
D)account development rep
E)outside salesperson

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 prospecting
B)company quotas
C)sales quotas
D)sales incentives
E)sales contests

Question 22

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

A)Products have become too complex, and customers too big for one salesperson to support.
B)Customers prefer dealing with many salespeople rather than one salesperson.
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.

Question 23

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

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

Question 24

Which of the following is a pitfall or disadvantage of team selling?

A)Selling teams can simplify the process for consumers.
B)Individual salespeople like to work with and trust others.
C)Only a few major buying organizations use a team structure to make purchasing decisions.
D)Equitable compensation means each receives an equal share.
E)Salespeople have been trained to excel in individual performance.

Question 25

A salesperson's compensation plan is typically made up of several elements-a fixed amount, ________, expenses, and fringe benefits.

A)a base salary
B)a pension plan
C)a variable amount
D)nonmonetary rewards
E)recognition

Question 26

Which of the following is a part of sales force automation systems frequently used by salespeople?

A)customer-contact and relationship management software
B)time-and-duty analysis software
C)telephones
D)desktop computers
E)time-motion software

Question 27

Which of the following describes two of the four basic types of compensation plans?

A)commission plus bonus, straight commission
B)straight salary, commission plus bonus
C)salary and commission, straight salary
D)commission plus bonus, sliding scale
E)salary plus bonus, sliding scale

Question 28

Which of the following is an advantage created by 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 29

Which sales management tool shows a salesperson which customers and prospects to see, as well as which activities to carry out?

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

Question 30

The latest development in sales force automation is ________.

A)the cell phone
B)the laptop computer
C)the video game
D)the merging of sales processes with social networking
E)Canada Post

Question 31

Which of the following problems resulting from poor selection of salespeople is least likely to become a real crisis?

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

Question 32

Why are many companies using e-learning to conduct sales training programs?

A)Customers appreciate the flexibility of e-learning.
B)The company's objectives are more easily conveyed through e-learning.
C)E-learning allows for more customer feedback.
D)E-learning is more efficient and sometimes even fun.
E)E-learning is the best way to simulate sales calls.

Question 33

The purpose of a training program for salespeople is to teach them ________.

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

Question 34

Helping the salesforce "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 35

According to research conducted by Gallup Management Consulting Group, which of the following is one of the four key talents a successful salesperson should possess?

A)easy-going nature
B)disciplined work style
C)creativity
D)technological know-how
E)understanding of many cultures

Question 36

Internet-based technologies can produce organizational benefits for sales forces. Which of the following is not one of the advantages of online technology?

A)Lists of prospective customers can be generated.
B)Sales teams can have dialogues directly with prospective customers.
C)Sales teams can have live chats with customers.
D)Sales teams can present any kind of information and teach most effectively through the Internet.
E)Sales teams can monitor Internet interactions between customers and discover what they like to buy.

Question 37

According to your text, which of the following statements is true about motivating salespeople?

A)A company that treats its salespeople as valuable contributors with unlimited income opportunities is rare.
B)Salespeople often need special encouragement to do their best.
C)Most salespeople need little or no outside encouragement. They know the job and they do it.
D)Sales structure is the most important aspect to motivating individual salespeople.
E)Workload of salespeople is entirely self-managed.

Question 38

Sales applicants are most likely to be tested for ________.

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

Question 39

Companies are always looking for ways to save time. Which of the following are ways to save time to accomplish this goal?

A)Travel to meet more customers face-to-face.
B)Increase record keeping.
C)Develop better call and routing plans.
D)Reduce the number of customers each sales rep must visit.
E)Supply more customer information.

Question 40

Three common tools sales managers use to boost sales force morale include the organizational climate, sales quotas, and positive ________.

A)positive incentives
B)thinking
C)meetings
D)vocabularies and mannerisms
E)teamwork

Question 41

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 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

The steps in the selling process, as described by the text, is an example of a ________ process. The aim is to help salespeople close a sale with a customer

A)low prices
B)transaction oriented
C)closing quota
D)short-term sales
E)customer challenge

Question 44

In this step of the sales process, salespeople can now take advantage of technologies such as DVDs, handheld computers, interactive white boards, and laptop computers to show customers images that support the salesperson's verbal message.

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

Question 45

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

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

Question 46

The prospecting step in the selling process includes identifying and ________ the prospects.

A)calling on
B)qualifying
C)preselling
D)making an appointment with
E)approaching

Question 47

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

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

Question 48

The ________ step of the selling process 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 professional presentation
C)handling objections
D)closing the sale
E)following up

Question 49

In the handling objections step of the selling process, a salesperson should seek out hidden objections, ask the buyer to clarify objections, treat objections as opportunities to provide more information, and ________.

A)offer the buyer a discount for placing an order early
B)seek to minimize or play down the objections
C)compliment the buyer for bringing the objections up
D)turn the objections into reasons for buying
E)move on to closing the sale

Question 50

Which description of a salesperson fits best with today's relationship marketing focus and solutions approach?

A)hard-sell salesperson
B)a listener, an understander, and a problem-solver salesperson
C)razzle-dazzle salesperson
D)salesperson on bonus and not on commission
E)salesperson on commission and not on salary

Question 51

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

A)time-and-duty analysis
B)compensation
C)call report
D)organizational climate
E)expense report

Question 52

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 53

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

A)being pushy, being early
B)being pushy, being deceitful
C)being too reliant on technology, being arrogant
D)being unprepared, being opportunistic
E)being disorganized, being ungrateful

Question 54

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

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

Question 55

In which step of the sales process would a salesperson call on a customer to ensure proper installation and servicing of a product?

A)approach
B)presentation and demonstration
C)handling objections
D)follow-up
E)prospecting and qualifying

Question 56

A(n)________ is a way that salespeople write-up their completed sales activity.

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

Question 57

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

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

Question 58

The step that follows approach in the selling process is ________.

A)presentation and demonstration
B)closing
C)handling objections
D)prospecting
E)qualifying

Question 59

The selling process must be understood in the context of building and maintaining ________.

A)value
B)short-term sales
C)competitive advantage
D)profitable customer relationships
E)profit margin

Question 60

A salesperson who researches a prospective customer'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 61

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

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

Question 62

Pressure to increase short-term sales, less differentiated brands, declining advertising efficiency, and increasingly deal-oriented customers are all factors contributing to the ________.

A)growth of personal selling
B)decline of personal selling
C)growth of sales promotion
D)decline of sales promotion
E)decline of customer relationships

Question 63

________ are goods offered either free or at low cost as an incentive to buy a product; they may come in-pack, on-pack, or delivered through the mail.

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

Question 64

Business promotion tools are used for which of the following?

A)generate business leads, increase manufacturing
B)increase manufacturing, stimulate purchases
C)reward resellers, get rid of extra stock
D)increase manufacturing, motivate customers
E)motivate people, generate business leads

Question 65

Of the main consumer promotion tools, which is the most costly?

A)coupons
B)samples
C)cash refunds
D)advertising
E)billboards

Question 66

In order to develop a full sales promotion program, marketers must make several decisions. Which of the following is not part of that decision-making process?

A)Set conditions for participation.
B)Determine the length of time the promotion will run.
C)Evaluate the sales promotion.
D)Decide on the size of the promotion incentive.
E)Motivate suppliers to help with the sales promotion.

Question 67

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 68

The ________ is necessary if the salesperson wants to ensure customer satisfaction and repeat business.

A)value proposition
B)lowest price
C)follow-up
D)sales document
E)profit margin

Question 69

Of the major 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)advertising
E)rebates

Question 70

The growing use of sales promotions as a type of marketing tool has resulted in ________.

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

Question 71

Which of the following is an objective for trade promotions?

A)to get retailers to carry new items
B)to get retailers to discount products
C)to gain more consumer confidence
D)to get salespeople to sign up new accounts
E)to get retailers to reduce competition

Question 72

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

A)premium
B)POP promotion
C)advertising specialty
D)price pack
E)sample

Question 73

Sales promotions motivate the consumer to buy ________.

A)soon
B)from retailers
C)from wholesalers
D)on credit
E)now

Question 74

New Wave Music Company has decided to switch to a customer sales force structure. Which of the following is the company now not likely to experience?

A)The company can become more customer-focused.
B)The company can build closer relationships with important customers.
C)The company can better serve different industries.
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 75

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 76

________ offer consumers savings off the regular price of a product, with the reduced price marked by the producer directly on the label or package.

A)Premiums
B)Patronage rewards
C)Price packs
D)Samples
E)Rebates

Question 77

________ consists of short-term incentives to encourage the purchase or sale of a product or service. This offers reasons to buy it now.

A)A patronage reward
B)A segmented promotion
C)Advertising
D)Sales promotion
E)Publicity

Question 78

At Finley's Fine Goods, members of the sales force and marketing department tend to have disagreements when things go wrong with a customer. The marketers blame the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with the customer. Which of the following steps should upper-level management at Finley's Fine Goods take to help bring the sales and marketing functions closer together?

A)Establish a customer sales force structure.
B)Establish a complex sales force structure.
C)Create an inside sales force.
D)Adopt a sales force automation system.
E)Employ a high-level marketing executive to oversee the marketing and sales teams.

Question 79

Sunny Snacks is a large consumer product company that sells its products to wholesalers and retailers. The sales force at Sunny Snacks is least likely to do which of the following?

A)Work directly with final customers.
B)Build relationships with wholesalers.
C)Help retailers effectively sell the company's products.
D)Communicate regularly with business customers.
E)Represent their wholesale and retail customers.

Question 80

Rather than creating only short-term sales or temporary brand switching, ________ should help to reinforce the product's position and build long-term customer relationships.

A)sales promotions
B)promotion clutter
C)samples
D)trade promotions
E)publicity