Deck 17: Personal Selling and Sales Promotion

Question 1

Personal selling is generally the most expensive element in the promotion mix.

Answer 1

True

Question 2

Following up involves listening to a customer's response after finishing the presentation and overcoming those objections.

Answer 2

False

Question 3

Inside salespeople support personnel or take orders, follow up on deliveries, and provide technical information.

Answer 3

True

Question 4

Trade selling requires that salespeople recognize potential buyers' needs and give them necessary information.

Question 5

Even though salespeople do not use the exact same sales methods, they do go through the same general selling process.

Question 6

Closing the sale is not a part of the sales presentation in which hidden objections are discovered.

Question 7

The preapproach is the first step in the personal selling process.

Question 8

One of the best ways to overcome a prospect's objections is to anticipate them and to deal with them before the prospect has an opportunity to mention them.

Question 9

In the cold canvass technique, the salesperson calls on potential customers without their prior consent.

Question 10

Developing a list of potential customers is called prospecting.

Question 11

Current customers are sources of leads for finding prospective customers.

Question 12

Locating prospects, educating customers, and building goodwill are functions performed by inside salespeople.

Question 13

Most marketers depend on one-sale customers for long-run survival.

Question 14

Using referrals falls under the approach step in the personal selling process.

Question 15

Listening on the part of a salesperson is a major component in making a presentation.

Question 16

If possible the salesperson should have the prospect view, touch, or test the product during the presentation.

Question 17

It is never good to ask customers questions while giving the sales presentation, as the customer may raise objections that the salesperson cannot overcome.

Question 18

The approach step is an important step for gathering information about a buyer's needs and objectives.

Question 19

The two types of selling activities under the sales structure are current-customer sales and new-business sales.

Question 20

If possible, the salesperson should handle objections only when they arise.

Question 21

Selection of the right type and proportion of salespeople is important because it is a one-time decision that affects the company's ability to generate sales and profits.

Question 22

The focus of personal selling is shifting from selling a specific product to building long-term relationships with customers by finding solutions to their needs, problems, and challenges.

Question 23

Training programs designed for experienced company salespeople generally are oriented toward product information.

Question 24

To equalize the workload, a sales manager divides a geographic market into sales territories of equal size according to land area.

Question 25

A salesperson with a larger territory will have the advantage of being able to achieve more sales than salespeople with smaller territories.

Question 26

Relationship selling is used especially in consumer marketing.

Question 27

Among others, management recruits from within the firm or from recommendations of individuals by current employees.

Question 28

Because salespeople are an expense to the company, yet they are the ones who generate revenues for the company, management must strive to achieve optimality in the size of its sales force.

Question 29

The missionary salesperson's primary purpose is to sell to the producer's customers.

Question 30

Salespeople should know the sales objectives of the firm in order to know what they are expected to accomplish.

Question 31

During team selling, the engineers are usually the ones who take the lead because of the specialized products being sold.

Question 32

Maximization of selling time and minimization of non-selling time are the major goals of routing and scheduling decisions.

Question 33

The factors used to evaluate a salesperson's performance are based on the sales objectives set by the sales manager for that salesperson.

Question 34

Generally, a salesperson's performance is judged by comparing it with predetermined standards rather than by comparing it with the performance of other salespeople.

Question 35

A combination compensation plan is the most effective method for motivating sales personnel to escalate their selling efforts.

Question 36

Some support personnel, such as trade salespeople, may perform order-taking functions in addition to support functions.

Question 37

A salesperson's performance is often compared with the performance of other salespeople operating under similar conditions.

Question 38

The aim of a motivational program is to create a working environment in which sales personnel can achieve their goals.

Question 39

Effective sales force motivation is achieved through a continual organized set of activities performed by the company's sales management.

Question 40

Sporadic recruiting is more desirable than continuous recruiting because of the expense involved in the process.

Question 41

Sales promotion activities are always supplementary to personal selling and advertising.

Question 42

Two major categories of sales promotion methods are consumer and trade.

Question 43

A marketer's selection of sales promotion techniques is influenced by the state of the competitive environment.

Question 44

Sales promotion activities are generally used in conjunction with other promotional efforts.

Question 45

Scan-back allowanceslink trade spending directly to product movement at the retail level.

Question 46

Decisions regarding sales promotion do not affect advertising decisions.

Question 47

Sales promotion objectives should be consistent with the organization's overall objectives and its marketing objectives.

Question 48

Cents-off offers are likely to be used for products in the growth stage.

Question 49

Generally, consumer sweepstakes are more popular than consumer contests.

Question 50

Which of the following is the most precise, enabling marketers to focus on the most promising sales prospects?

A)Advertising
B)Public relations
C)Sales promotion
D)Personal selling
E)Publicity

Question 51

Many consumers redeem coupons only for products they normally buy.

Question 52

Cooperative advertising refers to advertisements promoting a product and identifying participating retailers that sell the product.

Question 53

A major disadvantage of personal selling is that it

A)is not remembered as well by consumers as advertising messages are.
B)cannot easily adjust the message to satisfy a customer's information needs.
C)is very expensive per contact.
D)does not provide immediate feedback.
E)is not compatible with other promotional activities.

Question 54

Buying allowances are effective promotional techniques because they result in profits for resellers.

Question 55

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called

A)advertising.
B)sales promotion.
C)personal selling.
D)target marketing.
E)public relations.

Question 56

Demonstrations in retail stores are not used widely because they are expensive.

Question 57

The use of sampling is declining.

Question 58

Generally, sales promotion attempts to influence consumers to purchase products but is not normally aimed at resellers.

Question 59

One objective of consumer sales promotion techniques is to encourage patronage for a specific retail store.

Question 60

The most effective sales promotion efforts are highly interrelated with other promotional activities.

Question 61

Personal selling goals include finding prospects, convincing prospects to buy, and

A)monitoring new products being developed.
B)being aware of competitors' sales activities.
C)seeking one-sale customers.
D)avoiding repeat transactions.
E)keeping customers satisfied.

Question 62

Company sales records, commercial databases, newspaper announcements, telephone directories, and public records are all sources used for

A)surveying.
B)screening.
C)researching.
D)preapproaching.
E)prospecting.

Question 63

Amanda tells her sales manager that she will be devoting more effort to ____ in the coming weeks, as her list of potential customers has dwindled below the level of 30 firms recommended by the selling plan.

A)approaching customers
B)preapproaching
C)closing the sale
D)following up
E)prospecting

Question 64

The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of

A)chief executive officers.
B)salespeople.
C)sales managers.
D)quality control experts.
E)marketing directors.

Question 65

Pedro's company has launched a new product line, and he is put in charge of sales. He decides his first step will be to find potential customers in the company's sales records. Pedro is

A)prospecting.
B)screening.
C)researching.
D)preapproaching.
E)surveying.

Question 66

Paul has just finished compiling a list of potential customers and evaluating their ability, willingness, and authority to buy. He knows his next step in the personal selling process is to

A)approach.
B)preapproach.
C)make the presentation.
D)prospect.
E)overcome objections.

Question 67

The step of the personal selling process in which a salesperson contacts a potential customer is called

A)making the presentation.
B)cold calling.
C)the preapproach.
D)the approach.
E)prospecting.

Question 68

Tom is a sales representative for Lucent Technologies. He has reviewed a prospect's account and credit history, identified product needs, and gathered the appropriate literature he needs. Tom feels he is ready for the ____ step of the personal selling process.

A)objections
B)presentation
C)approach
D)preapproach
E)sales-planning

Question 69

Andrian Bartello, a salesperson for Lamkin Office Products, develops a list of potential customers and evaluates them on the basis of their ability, willingness, and authority to purchase copy machines. This process is called

A)customer search.
B)preapproach.
C)customer evaluation.
D)customer pre-approval.
E)prospecting.

Question 70

After compiling a list of potential customers, a salesperson must

A)evaluate whether each prospect is able, willing, and authorized to buy the product.
B)determine whether or not each prospect is really in his target market.
C)find and analyze information about each prospect's specific needs and current brand choices.
D)develop a presentation for each of the potential customers on his list.
E)contact each of the prospects to get an initial feel for how likely they are to purchase his products.

Question 71

Sergio generally makes cold calls on businesses to look for new prospects. He has many satisfied customers, but like many salespeople, he does not frequently utilize one of the best ways to find new prospects, which is through

A)friends and coworkers.
B)customer referrals.
C)trade shows.
D)past sales.
E)other employees.

Question 72

A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during

A)prospecting.
B)the approach.
C)presentation preparation.
D)overcoming objections.
E)the preapproach.

Question 73

Rena is beginning her week as a sales representative for Logitech Technology. She decides to start the day by developing a list of potential customers, which is called

A)preapproaching.
B)surveying.
C)scouting.
D)prospecting.
E)screening.

Question 74

Research shows that one referral is as valuable as

A)6 filled out information request forms.
B)12 filled out information request forms.
C)100 cold calls.
D)12 cold calls.
E)6 cold calls.

Question 75

Although 80% of clients are willing to give referrals, __ are ever asked.

A)100%
B)80%
C)60%
D)40%
E)20%

Question 76

Haley's client group has been gradually shrinking and she is looking for new prospective clients. She has decided to spend a couple of days approaching potential customers without any prior consent. Haley's method of approach is known as

A)referral approach.
B)ambulance chasing.
C)door-to-door selling.
D)cold canvassing.
E)repeat contact.

Question 77

The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called

A)prospecting.
B)preapproach.
C)approach.
D)making the presentation.
E)overcoming objections.

Question 78

Before contacting prospects, a salesperson for an industrial cleaning equipment company analyzes information about the prospects' product needs, feelings about brands, and personal characteristics. This process is called

A)prospecting.
B)preapproach.
C)approaching the customer.
D)sales training.
E)sales planning.

Question 79

The final stage of the selling process is

A)closing.
B)trial close.
C)presentation.
D)follow-up.
E)overcoming objections.

Question 80

Personal selling is changing in today's marketplace due to several factors. Which of the following is not a factor that impacts today's promotion through personal selling?

A)The difficulty in keeping customers because they are fickle
B)New technology provides up-to-date information in the field
C)The way in which customers gain information about a company or product
D)Social CRM allows companies to discover and engage customers
E)Electronic sales presentations through social media technology