Question 1

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

Accepted Answer

The factors mentioned - pressure to increase short-term sales, less differentiated brands, declining advertising efficiency and increasingly deal-oriented customers - all point towards the growth of sales promotion. Sales promotion provides short-term incentives to the customers to buy the product, which can satisfy the need for short-term sales growth, deal-oriented customers and declining advertising efficiency.

Question 2

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

Accepted Answer

Samples allow consumers to experience the product first-hand, increasing the likelihood of a positive response and word-of-mouth marketing. Advertising can reach a large audience and create excitement through visually appealing and persuasive messaging. Together, these two promotion tools can effectively introduce a new product or generate excitement for an existing one.

Question 3

________ is the step in the selling process when the salesperson meets and greets the buyer,in order to get the relationship off to a good start.

Accepted Answer

The answer of ________ is the step in the selling...

Question 4

How are the personal selling process and the management of customer relationships related?

Accepted Answer

The answer of How are the personal selling process and...

Question 5

________ is the step in the selling process when the salesperson identifies qualified potential customers.

Accepted Answer

The answer of ________ is the step in the selling...

Question 6

Which of the following is NOT an objective for trade promotions?
A)to encourage retailers to carry new items
B)to encourage retailers to advertise a product
C)to gain more shelf space
D)to motivate salespeople to sign up new accounts
E)to encourage retailers to carry more inventory

Accepted Answer

Motivating salespeople to sign up new accounts is an objective for sales promotions, not trade promotions. Trade promotions are focused on encouraging retailers to promote and sell a particular product, while sales promotions are focused on motivating salespeople to take specific actions to increase sales.

Question 7

The growing use of sales promotion has resulted in ________.
A)advertising specialisation
B)promotion clutter
C)promotional marketing
D)advertising clutter
E)promotion fatigue

Accepted Answer

The use of sales promotion has increased over time, and as a result, there has been an increase in the number of promotional messages that consumers are exposed to. This has led to promotion clutter, which is the difficulty consumers face in distinguishing one promotional message from another.

Question 8

The ________ approach fits better with today's relationship marketing focus than does a hard-sell approach.

Accepted Answer

The answer of The ________ approach fits better with today's...

Question 9

Identify the seven steps in the selling process.What is often the most difficult step for most salespeople?

Accepted Answer

The answer of Identify the seven steps in the selling...

Question 10

Customers almost always have ________ during the presentation or when asked to place an order.

Accepted Answer

The answer of Customers almost always have ________ during the...

Question 11

'Follow-up' is the last step in the selling process,when the salesperson follows-up after the sale to ensure customer satisfaction and ________ business.

Accepted Answer

The answer of 'Follow-up' is the last step in the...

Question 12

As part of their preparation,many salespeople prepare sales scripts;that is,a step-by-step set of lines that can be used in a selling situation.A script typically comprises four parts: (a)the questions,(b)the presentation,(3)the objections,and (4)the close.A well-written script acts as a blueprint for the sales presentation.The major advantage of sales scripts is that they help salespeople get over dead spots in the sales presentation and ensure that they won't be caught out by unexpected twists and turns.These scripts can be refined and modified as the salesperson gains experience and many salespeople gradually develop stock sets of words and phrases that are designed to elicit specific customer responses.
Devise a sales script for the sale of bottled drinking water for a commercial office environment.

Accepted Answer

The answer of As part of their preparation,many salespeople prepare...

Question 13

________ is the step in the selling process when the salesperson learns as much as possible about a prospective customer before making a sales call.

Accepted Answer

The answer of ________ is the step in the selling...

Question 14

Which of the following is NOT one of the four major target audiences of sales promotion tools?
A)final buyers
B)retailers
C)business customers
D)members of the salesforce
E)investors

Accepted Answer

Investors are not one of the four major target audiences for sales promotion tools. The four major target audiences are final buyers, retailers, business customers, and members of the salesforce.

Question 15

Compare and contrast a 'transaction-oriented approach' to sales with 'relationship marketing'.

Accepted Answer

The answer of Compare and contrast a 'transaction-oriented approach' to...

Question 16

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

Accepted Answer

Sales promotions are designed to create short-term sales or temporary brand switching.

Question 17

Explain why a firm's number of prospects always equals or exceeds its number of actual customers.

Accepted Answer

The answer of Explain why a firm's number of prospects...

Question 18

________ is the step in the selling process when the salesperson asks the customer for an order.

Accepted Answer

The answer of ________ is the step in the selling...

Question 19

________ is the step in the selling process when the salesperson tells the product 'story' to the buyer,showing how the company's offer solves the customer's problems.

Accepted Answer

The answer of ________ is the step in the selling...

Question 20

The step in the selling process that poses the most difficult challenge for many salespeople,simply because they lack confidence,feel guilty about asking for the order,or fail to recognise the right moment to close the sale is ________.

Accepted Answer

The answer of The step in the selling process that...

Quiz 12: Personal Selling and Sales Promotion: Creating Value in Relationships

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

Of the major consumer promotion tools,which is the most effective for introducing a new product or creating excitement for an existing one?

________ is the step in the selling process when the salesperson meets and greets the buyer,in order to get the relationship off to a good start.

How are the personal selling process and the management of customer relationships related?

________ is the step in the selling process when the salesperson identifies qualified potential customers.

Which of the following is NOT an objective for trade promotions?

The growing use of sales promotion has resulted in ________.

The ________ approach fits better with today's relationship marketing focus than does a hard-sell approach.

Identify the seven steps in the selling process.What is often the most difficult step for most salespeople?

Customers almost always have ________ during the presentation or when asked to place an order.

'Follow-up' is the last step in the selling process,when the salesperson follows-up after the sale to ensure customer satisfaction and ________ business.

________ is the step in the selling process when the salesperson learns as much as possible about a prospective customer before making a sales call.

Which of the following is NOT one of the four major target audiences of sales promotion tools?

Compare and contrast a 'transaction-oriented approach' to sales with 'relationship marketing'.

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.

Explain why a firm's number of prospects always equals or exceeds its number of actual customers.

________ is the step in the selling process when the salesperson asks the customer for an order.

________ is the step in the selling process when the salesperson tells the product 'story' to the buyer,showing how the company's offer solves the customer's problems.

The step in the selling process that poses the most difficult challenge for many salespeople,simply because they lack confidence,feel guilty about asking for the order,or fail to recognise the right moment to close the sale is ________.