Deck 17: Personal Selling and Sales Management

Question 1

Lindsey Smith's selling success is due in large part to her

A)developing relationships with CEOs and CFOs.
B)using a team of sales personnel, technical specialists, and health care professionals in selling to and servicing key customers.
C)continually reinforcing GE Healthcare's competitive advantage.
D)simplifying sales presentations for technical products.
E)staying on top of marketing trends for business-to-business selling.

Answer 1

C

Question 2

Personal selling include all of the following modes of communication EXCEPT:

A)video teleconferencing.
B)Internet-enabled links between buyers and sellers.
C)a face-to-face encounter.
D)over the telephone.
E)social networks such as Facebook.

Answer 2

E

Question 3

Sales management refers to

A)the planning of the selling program and the implementing and evaluating of the personal selling effort of the firm.
B)the process of allocating funds for direct selling.
C)only the recruiting, hiring, and training of a company's salesforce.
D)the segmentation and selection of target markets to be addressed by a company's salesforce.
E)the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision.

Answer 3

A

Question 4

Personal selling requires the __________ flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or a group's purchase decision.

A)direct
B)indirect
C)one-way
D)two-way
E)recursive

Question 5

Planning the selling program and implementing and evaluating the personal selling effort of the firm is referred to as __________.

A)relationship marketing
B)team selling
C)personal selling
D)sales engineering
E)sales management

Question 6

According to Lindsey Smith of GE Healthcare, all of the following are necessary for a successful sales career EXCEPT:

A)motivation.
B)compensation.
C)team orientation.
D)integrity.
E)trust.

Question 7

The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as

A)sales management.
B)personal selling.
C)sales promotion.
D)direct selling.
E)marketing management.

Question 8

Lindsey Smith's task in Molecular Imaging Products at GE Healthcare is to

A)simplify sales presentations for technical products.
B)increase the importance of the advertising element of the company's promotion mix.
C)develop a team of professionals in selling to and servicing key customers.
D)create value in customer relationships by emphasizing the company's product innovations, solutions, and service.
E)establish brand recognition for Molecular Imaging Products as distinct from GE HealthcarE.Lindsey Smith's selling orientation and customer relationship philosophy rest on four pillars. First, she is committed to creating value for her clients. Second, she seeks to serve her clients as a trusted consultant. Third, she continually reinforces GE Healthcare's competitive advantage. Finally, she regards challenges as opportunities to provide solutions and resources to customers and to build client trust and long-term relationships.

Question 9

Personal selling serves three major roles in a firm's overall marketing effort. Salespeople: (1) are the critical link between a firm and its customers; (2) __________; and (3) may play a dominant role in a firm's marketing program.

A)play a key role in research and development
B)are the company in a consumer's eyes
C)play a dominant role in implementing an organization's pull strategy
D)provide the most valuable resource for segmenting and selecting target markets
E)are one of many people in a firm that contacts potential customers

Question 10

According to Lindsey Smith of GE Healthcare, all of the following are necessary skills to be successful in serving her customers EXCEPT:

A)having an MBA degree.
B)strategic thinking.
C)product knowledge.
D)communication.
E)analytical.

Question 11

The tasks involved in managing personal selling include: (1) organizing the salesforce; (2) __________; (3) recruiting, selecting, training, and compensating salespeople; and (4) evaluating the performance of individual salespeople.

A)identifying potential target markets
B)using customer input to make product modifications
C)designing new promotional campaigns for the purpose of generating new sales
D)setting objectives
E)maintaining open communications between sales representatives and all other stakeholders

Question 12

Personal selling serves three major roles in a firm's overall marketing effort. Salespeople: (1) are the critical link between a firm and its customers; (2) are the company in consumers' eyes; and (3)

A)play a key role in research and development.
B)are the ultimate channel of distribution.
C)provide the most valuable resource for segmenting and selecting target markets.
D)are one of many people in a firm that contacts potential customers.
E)may play a dominant role in a firm's marketing program.

Question 13

The practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time is referred to as __________.

A)order processing
B)order taking
C)customer value creation
D)relationship selling
E)partnership selling

Question 14

Which of the following statements regarding the role of salespeople is most accurate?

A)Salespeople can identify creative solutions to customer problems.
B)Salespeople have little say in a company's account management policies.
C)Salespeople truly know their customers and therefore are the best resource for segmenting and selecting target markets.
D)Salespeople are the most highly trained of all a firm's employees and therefore have the greatest job security.
E)Salespeople are traditionally given greater authority than other company employees and therefore can offer customers the best financial terms for their purchases.

Question 15

Which of the following statements regarding the role of salespeople is most accurate?

A)Salespeople have little say in a company's account management policies.
B)Salespeople truly know their customers and therefore are the best resource for segmenting and selecting target markets.
C)Salespeople are the most highly trained of all a firm's employees and therefore have the greatest job security.
D)Salespeople create customer value by providing follow through after the sale.
E)Salespeople are traditionally given greater authority than other company employees and therefore can offer customers the best financial terms for their purchases.

Question 16

Virtually every occupation that involves customer contact has an element of personal selling in it. The Bureau of Labor Statistics reports that about __________ people are employed in sales positions in the U.S.

A)5 million
B)10 million
C)14 million
D)18 million
E)24 million

Question 17

The tasks involved in managing personal selling include all of the following EXCEPT:

A)selecting salespeople.
B)evaluating the performance of individual salespeople.
C)setting sales objectives.
D)organizing the salesforce.
E)designing new direct sales promotions to generate new sales.

Question 18

Relationship selling refers to

A)the assignment of a single salesperson to a single customer throughout the entire sales process.
B)when suppliers and sellers combine their expertise and resources to create customized solutions; commit to joint planning; and share customer, competitive, and company information for their mutual benefit, and ultimately the customer.
C)the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time.
D)the practice of using an entire team of professionals in selling to and servicing key customers.
E)the practice of maintaining contact with a customer on a regularly scheduled basis following the initial sale of a product or servicE.Key term definition - relationship selling.

Question 19

"Everyone lives by selling something" was an observation made by __________.

A)Steve Jobs
B)Ralph Waldo Emerson
C)Donald Trump
D)Robert Louis Stevenson
E)Lindsey Smith

Question 20

The tasks involved in managing personal selling include the following: (1) setting objectives; (2) organizing the salesforce; (3) recruiting, selecting, training, and compensating salespeople; and (4)

A)identifying potential target markets.
B)evaluating the performance of individual salespeople.
C)using salesforce input to make product modifications.
D)maintaining open communications between sales representatives and all other stakeholders.
E)designing new promotional campaigns for the purpose of generating new sales.

Question 21

Inside order takers are also referred to as __________.

A)managers
B)directors
C)missionaries
D)salesclerks
E)go-getters

Question 22

A salesperson who is guided by the notion, "I try to sell customers all I can to convince them to buy, even if I think it is more than a wise customer would buy," has which type of orientation?

A)sales
B)cognitive
C)emotional
D)customer
E)compensatory

Question 23

John Whitaker works for American Greetings. His job description includes the following responsibilities: (1) stock and arrange point-of-purchase displays of present customers - 60 percent of his work week and (2) receive orders from customers and complete the transactions - 40 percent of his work week. Whitaker is primarily engaged in which type of selling?

A)outside order taking
B)relationship selling
C)inside order taking
D)outside order getting
E)missionary sales

Question 24

A Frito-Lay salesperson who is taking inventory of available Doritos and Tostitos products at a supermarket would be considered a(n) __________.

A)inside order taker
B)interactive order taker
C)outside order taker
D)inventory clerk
E)outside order getter

Question 25

Personal selling assumes many forms based on the __________ and the __________ to perform the sales task.

A)size of the salesforce; financial outlay
B)complexity of the product; amount of sales training
C)amount of selling done; amount of creativity required
D)amount of creativity; amount of sales training
E)complexity of the product; financial outlay

Question 26

Salespeople called __________ typically answer simple questions, take orders, and complete transactions with customers.

A)managers
B)inside order takers
C)directors
D)outside order takers
E)go-getters

Question 27

The primary responsibility of order takers is to

A)preach the benefits of a new product or service to a customer rather than close the sale.
B)build market share in a sales territory.
C)convince a customer from a competitor to switch to the firm's product or brand.
D)preserve ongoing relationships with existing customers and maintain sales.
E)create a sense of goodwill not only to the brand but also to the entire product mix of the firm.

Question 28

Salespeople called outside order takers visit customers and __________.

A)solve most of the technical problems
B)sell products tailored to the needs
C)help design the product displays
D)train the personnel management
E)replenish inventory stocks of resellers

Question 29

The three types of personal selling are order taking, order getting, and __________.

A)customer sales support
B)order fulfillment
C)order management
D)order processing
E)order shipment

Question 30

Broadly speaking, there are three types of personal selling: _________, order getting, and customer sales support.

A)consumer getting
B)order processing
C)online telemarketing
D)order taking
E)suggestive selling

Question 31

A salesperson who processes routine orders or reorders for products that were already sold by the company is referred to as a(n) __________.

A)order getter
B)missionary salesperson
C)order taker
D)sales engineer
E)order processor

Question 32

The primary way in which relationship selling creates customer value is by

A)assigning a single sales representative to a single customer.
B)maintaining a long-term relationship that allows for tailoring of solutions.
C)guaranteeing fair and equitable prices for each client regardless of the size of the purchase.
D)providing cumulative discounts based on customer loyalty and the length of the customer relationship.
E)guaranteeing fair and equitable sales practices for each customer regardless of the frequency of the purchasE.Customer value creation is made possible by relationship selling, which involves mutual respect and trust among buyers and sellers. It focuses on creating long-term customers, not a one-time sale. Relationship selling emphasizes the importance of learning about customer needs and tailoring solutions as a means of creating customer value.

Question 33

Salespeople called outside order takers __________.

A)arrange point-of-purchase displays
B)sell products tailored to the needs
C)help design the product displays
D)train the personnel management
E)solve most of the technical problems

Question 34

Among order takers, __________ visit customers and replenish inventory stocks of resellers, whereas __________ typically answer simple questions, take orders, and complete transactions with customers.

A)inside order takers; outside order takers
B)inside order takers; outside sales clerks
C)outside order takers; inside order takers
D)salesclerks; inbound telemarketers
E)inside order clerks; outside order takers

Question 35

A salesperson who is guided by the idea, "I try to align customers who have problems with products that will help them solve their problems," has which type of orientation?

A)sales
B)cognitive
C)emotional
D)customer
E)compensatory

Question 36

Recent research indicates that a salesperson's __________ to be customer-oriented exists.

A)VALS profile
B)country of origin
C)genetic predisposition
D)education
E)social class

Question 37

Salespeople called __________ visit customers and replenish inventory stocks of resellers, such as retailers or wholesalers.

A)inside order takers
B)outside order takers
C)inbound telemarketers
D)outbound telemarketers
E)management order takers

Question 38

An order taker refers to a

A)salesperson who specializes in identifying, analyzing, and solving customer problems, but who does not actually sell products and services.
B)salesperson who processes routine orders or reorders for products that were already sold by the company.
C)salesperson who identifies prospective customers, provides them with information, persuades them to buy, closes sales, and follows up on their use of a product or service.
D)a person on the selling team who is responsible for obtaining qualified leads.
E)member of the sales support team who does not directly solicit orders but rather concentrates on performing promotional activities and introducing new products.

Question 39

Which type of salesperson would routinely be involved in an industrial straight rebuy situation?

A)an outside order taker
B)an order getter
C)a missionary salesperson
D)a sales engineer
E)an inside order taker

Question 40

There are __________ genetic marker(s) that is correlated with a salesperson's predisposition or willingness to interact with customers and learn about their problems in order to meet their needs.

A)one
B)two
C)three
D)four
E)five

Question 41

On a recent shopping excursion at a local Target store, Jim Krause went from aisle to aisle selecting the products he needed. He bought a variety of products, including shampoo, toothpaste, a green plant for his office, and several pairs of socks. Interestingly, the only salesperson Krause encountered was the person at the checkout counter. The checkout person at Target is an example of a(n) __________.

A)inside order getter
B)outside order getter
C)sales associate
D)inside order taker
E)outside order taker

Question 42

The practice of using the telephone rather than personal visits to contact customers is referred to as __________.

A)missionary selling
B)outbound telemarketing
C)cold canvassing
D)inbound telemarketing
E)team selling

Question 43

Industry research shows that outside order getters, or field service representatives, often work over __________ per week.

A)48 hours
B)50 hours
C)55 hours
D)60 hours
E)65 hours

Question 44

Which form of personal selling has the LOWEST requirement for problem solving?

A)order taker
B)order getter
C)sales engineer
D)missionary salesperson
E)team selling

Question 45

It is estimated that the average cost of a single field sales call on a business customer is about __________, factoring in salespeople compensation, benefits, and travel-and-entertainment expenses.

A)$150
B)$250
C)$300
D)$350
E)$400

Question 46

Which of the following statements regarding order getters is most accurate?

A)Order getting involves a high degree of creativity.
B)Order getters often replenish a retailer's inventories.
C)Order getters handle orders obtained on inbound telemarketing.
D)Order getters typically process reorders for products already sold by the company.
E)Order getter sales calls traditionally require the lowest financial investment from the firm.

Question 47

The personal selling process encompasses __________ distinct selling stages.

A)3
B)4
C)5
D)6
E)7

Question 48

What percentage of a sales representative's time is spent selling?

A)32 percent
B)41 percent
C)48 percent
D)53 percent
E)55 percent

Question 49

It is estimated that the average cost of an outbound telemarketing sales call on a business customer is about __________, versus $350 for a single field sales call.

A)$10 to $15
B)$15 to $20
C)$20 to $25
D)$30 to $40
E)$40 to $50

Question 50

An order getter refers to

A)a salesperson who specializes in identifying, analyzing, and solving customer problems, but who does not actually sell products and services.
B)a salesperson who processes routine orders or reorders for products that are presold by the outbound telemarketers.
C)a salesperson who sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers' use of a product or service.
D)a person on the selling team who is responsible for obtaining qualified leads.
E)a member of the sales support team who does not directly solicit orders but rather concentrates on performing promotional activities and introducing new products.

Question 51

The personal selling process refers to

A)the activities that begin with the prospecting of potential leads to the final closing of a sale.
B)the three sales activities that include identifying a customer with an unfilled need, identifying a product or service that could satisfy that need, and initiating a formalized exchange or sale.
C)the formalized sales protocol used by a company's salesforce to ensure a consistent quality sales presentation.
D)the sales activities occurring before, during, and after the sale itself, consisting of six stages: prospecting, preapproach, approach, presentation, close, and follow-up.
E)the sequential steps taken to close a sale including finalizing product benefits, arranging for distribution, and obtaining payment.

Question 52

When Jason called the toll-free number to order two children's books from the Chinaberry catalog, the firm was using __________.

A)social networking
B)interactive marketing
C)multichannel selling
D)inbound telemarketing
E)outbound telemarketing

Question 53

When Margot called the toll-free number to order one dozen water lilies from Van Ness Water Gardens, the firm was using __________.

A)interactive marketing
B)multichannel selling
C)inbound telemarketing
D)outbound telemarketing
E)social networking

Question 54

Sales activities occurring before, during, and after the sale itself, and which consist of six stages, are referred to as

A)the new-product process.
B)the strategic marketing process.
C)the personal selling process.
D)the consumer purchase decision process.
E)relational selling.

Question 55

The use of toll-free telephone numbers that customers call to obtain information about products and make purchases is referred to as __________.

A)inbound telemarketing
B)outbound telemarketing
C)outbound telepresence
D)interactive marketing
E)multichannel selling

Question 56

Which of the following statements regarding order getters is most accurate?

A)Order getters often replenish a retailer's inventories.
B)Order getters handle orders obtained on inbound telemarketing.
C)Order getters typically process reorders for products already sold by the company.
D)Order getter sales calls traditionally require the lowest financial investment from the firm.
E)Order getter sales calls traditionally require the greatest financial investment from the firm.

Question 57

Industry research shows that outside order getters, or field service representatives spend 41 percent of their time selling, and another __________ is devoted to customer service calls.

A)5 percent
B)10 percent
C)16 percent
D)21 percent
E)28 percent

Question 58

Marilyn called the Butterball toll-free hotline to learn how to prepare her Thanksgiving turkey and dressing. This telephone number is an example of __________.

A)interactive marketing
B)multichannel selling
C)outbound telemarketing
D)social networking
E)inbound telemarketing

Question 59

Which of the following statements regarding order getters is most accurate?

A)Order getters often replenish a retailer's inventories.
B)Order getters are most often used in new-buy or modified rebuy situations.
C)Order getters handle orders obtained on inbound telemarketing.
D)Order getters typically process reorders for products already sold by the company.
E)Order getter sales calls traditionally require the lowest financial investment from the firm.

Question 60

Which of the following statements regarding order getters is most accurate?

A)Order getters often replenish a retailer's inventories.
B)Order getters handle orders obtained on inbound telemarketing.
C)Order getters require considerable product knowledge.
D)Order getters typically process reorders for products already sold by the company.
E)Order getter sales calls traditionally require the lowest financial investment from the firm.

Question 61

The name of a person who may be a possible customer is referred to as a(n) __________.

A)A-lister
B)cold call
C)lead
D)prospect
E)qualified prospect

Question 62

Which of the following statements describes the major difference between a prospect and a qualified prospect?

A)Prospects are more likely than qualified prospects to become customers.
B)During the sales presentation, prospects are more likely to raise objections than qualified prospects.
C)There are generally more qualified prospects than prospects.
D)Qualified prospects have not only the need or desire for your product, but also the ability and authority to purchase it.
E)A qualified prospect has purchased your product in the past and a prospect has not.

Question 63

If the salesperson's objective is to gather information and decide how to approach the prospect, what is the stage in the personnel selling process?

A)follow-up
B)prospecting
C)presentation
D)preapproach
E)approach

Question 64

Personal selling begins with the __________ stage.

A)lead
B)presentation
C)preapproach
D)prospecting
E)follow-up

Question 65

The customer who wants or needs the product is referred to as a __________.

A)hot lead
B)cold call
C)lead
D)prospect
E)qualified prospect

Question 66

As shown in Figure 17-2 above, B is the __________ stage in the personal selling process.

A)presentation
B)approach
C)prospecting
D)follow-up
E)preapproach

Question 67

If the salesperson's objective is to gain a prospect's attention, stimulate interest, and make transition to the presentation, what is the stage in the personnel selling process?

A)presentation
B)follow-up
C)prospecting
D)preapproach
E)approach

Question 68

Alice Faulkner is a professional salesperson. She earns her living by selling advertising for The New York Times newspaper. In addition to selling advertising to her regular accounts, Alice is responsible for generating new advertising accounts for the newspaper. In order to fulfill her responsibilities, Faulkner works hard to make sure the potential customers she sells to are qualified prospects. To do that, she should ensure that they

A)only have an interest in buying newspaper advertising and are not considering other media.
B)only have the money to buy advertising in the newspaper rather than other forms of media.
C)have a need for the advertising, can afford to buy it, and have the authority to make the purchase decision.
D)have the authority to make the decision to buy the advertising.
E)read the newspaper daily and recognize that it is a good advertising medium.

Question 69

As shown in Figure 17-2 above, E is the __________ stage in the personal selling process.

A)close
B)preapproach
C)follow-up
D)presentation
E)approach

Question 70

If the salesperson's objective is to obtain a purchase from the prospect and create a customer, what is the name of this stage in the personnel selling process?

A)preapproach
B)close
C)follow-up
D)approach
E)presentation

Question 71

The search for and qualification of potential customers during the personal selling process is referred to as __________.

A)prospecting
B)customer mining
C)lead initiation
D)cold calling
E)gleaning

Question 72

As shown in Figure 17-2 above, F is the __________ stage in the personal selling process.

A)presentation
B)follow-up
C)preapproach
D)close
E)approach

Question 73

A __________ is an individual that wants a product, can afford to buy it, and is the decision maker.

A)qualified prospect
B)customer
C)lead
D)prospect
E)gatekeeper

Question 74

As shown in Figure 17-2 above, D is the __________ stage in the personal selling process.

A)follow-up
B)prospecting
C)presentation
D)preapproach
E)approach

Question 75

As shown in Figure 17-2 above, C is the __________ stage in the personal selling process.

A)approach
B)close
C)follow-up
D)prospecting
E)preapproach

Question 76

If the salesperson's objective is to ensure that the customer is satisfied with the product or service, what is the name of this stage in the personnel selling process?

A)follow-up
B)prospecting
C)presentation
D)preapproach
E)close

Question 77

If the salesperson's objective is to search for and qualify potential customers, what is the name of this stage in the personnel selling process?

A)presentation
B)approach
C)prospecting
D)follow-up
E)preapproach

Question 78

What are the three types of prospects?

A)leads, referrals, and buyers
B)leads, prospects, and qualified prospects
C)cold, warm, and hot
D)awareness, trial, and adoption
E)primary leads, secondary leads, and final leads

Question 79

As shown in Figure 17-2 above, Box A is the __________ stage in the personal selling process.

A)approach
B)preapproach
C)presentation
D)prospecting
E)follow-up

Question 80

If the salesperson's objective is to begin converting a prospect into a customer by creating a desire for the product or service, what is the name of this stage in the personnel selling process?

A)approach
B)preapproach
C)presentation
D)prospecting
E)follow-up