Question 1

The use of trade shows,conventions,and conferences to contact customers:

Accepted Answer

Shows can be cost-effective.The cost of closing a lead generated at a trade show is estimated to be 56 percent of the cost of closing a lead generated in the field.

Question 2

Personal selling is more important than advertising and sales promotion if:

Accepted Answer

Personal selling is more effective when the products being sold are technically complex because it allows the salesperson to provide detailed explanations, demonstrate the product, and answer any questions in order to convince the customer to buy. Advertising and sales promotion alone may not be sufficient to convey the necessary information about the product.

Question 3

Kinko's has built a long-term business relationship with PeopleSoft in which PeopleSoft awards much of its training and education materials printing to Kinko's.Which promotional activity was most likely used to make this $5 million deal?

Accepted Answer

Personal selling is direct communication between a sales representative and one or more prospective purchasers for the purpose of making a sale.

Question 4

Relationship selling is also called:

Accepted Answer

Relationship or consultative salespeople become consultants,partners,and problem solvers for their customers.

Question 5

When compared to other forms of promotion,personal selling:

Accepted Answer

Generally speaking,personal selling becomes more important as the number of potential customers decreases,as the complexity of the product increases,and as the value of the product grows.The sales message can be varied according to the motivations and interests of each prospective customer.

Question 6

The knowledge that most businesses depend on repeat sales is the basis of:

Accepted Answer

The goal of relationship selling is to develop long-term satisfied customers.

Question 7

Jefferson Smurfit Company is a multibillion-dollar supplier of packaging materials.One of its salespeople rearranged production schedules at three different plants to satisfy an unexpected demand for boxes from General Electric.The salesperson's action is typical of the company's sales philosophy and indicates an emphasis on:

Accepted Answer

Relationship selling or consultative selling is designed to help customers achieve their goals.

Question 8

_____ is a sales practice that involves building,maintaining,and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships.

Accepted Answer

Relationship selling is a multistage process that emphasizes personalization and empathy as key ingredients in identifying prospects and developing them as long-term satisfied customers.

Question 9

Northrop Grumman builds ocean-going vessels for the military and maritime shippers.You would expect this company to rely on _____ to promote its vessels.

Accepted Answer

Northrop Grumman is selling a complex,high-value product to a few customers.

Question 10

For which of the following products would its producer be more likely to choose personal selling rather than advertising or sales promotion to market it?

Accepted Answer

High-definition televisions are complex; buyers purchase them only infrequently; and the product has a high value.

Question 11

In personal selling,"webinars" are used to:

Accepted Answer

"Webinars" are online seminars that support selling tasks such as lead generation,client support,and sales training.

Question 12

Relationship selling:

Accepted Answer

Relationship selling is also called consultative selling.It is more concerned with developing customer trust than with making a sale.Typically,industrial-type goods are sold using relationship selling.

Question 13

As a manufacturer of ready-to-drink iced tea,Nestea sells a highly standardized product to consumers all over the United States.You would expect Nestea to rely on _____ to promote its product.

Accepted Answer

With a standard product of low value and widely dispersed customers,the producer should rely on advertising.

Question 14

All of the following statements characterize the traditional personal selling approach EXCEPT:

Accepted Answer

Traditional personal selling takes a "lone wolf" approach to the account,whereas relationship or consultative selling takes a team approach.

Question 15

You are responsible for sales promotion for Replenishmints,long-lasting breath mints that contain a blend of vitamins and other nutrients specifically formulated for smokers and for people exposed to tobacco in their environment.You need to introduce the mints to supermarket managers and owners,attract and identify new store contacts,and test market the response to Replenishmints.Which type of trade promotion will help you reach your objectives in the most cost effective way?

Accepted Answer

Trade shows are uniquely effective in introducing new products.

Question 16

Cisco's WebEX web conferencing and collaboration solutions is designed to generate more qualified leads with powerful,targeted,cost-effective web based seminars.Such Internet seminars are also known as:

Accepted Answer

"Webinars" are online seminars that support selling tasks such as lead generation,client support,and sales training.

Question 17

All of the following statements describe an advantage of personal selling over other forms of promotion EXCEPT:

Accepted Answer

Personal selling is more expensive than mass advertising or sales promotions when calculated on a per person contacted basis.

Question 18

Consultative selling:

Accepted Answer

Consultative selling is also called relationship selling.

Question 19

Trade sales promotions are popular among manufacturers because they can do all of the following at trade shows EXCEPT:

Accepted Answer

Trade shows are not typically used to create any type of long-term relationships.

Question 20

_____ is direct communication between a sales representative and one or more prospective buyers for the purpose of making a sale.

Accepted Answer

Personal selling is a purchase situation involving personal,paid-for communication between two people in an attempt to influence each other.

Quiz 15: Public Relations, Sales Promotion, and Personal Selling