Question 1

Quantitative measures used to evaluate sales personnel include _____.

Accepted Answer

Selling expenses per call is a quantitative measure that measures the cost efficiency of a salesperson. It is calculated by dividing the total selling expenses by the number of sales calls made by the salesperson. Product knowledge, follow-up activities, and customer feedback are qualitative measures, while marketing intelligence is a broader measure that includes both qualitative and quantitative data related to customer preferences, competitors, and industry trends.

Question 2

Personal selling is a more appropriate tool than advertising when the objective is to:

Accepted Answer

Personal selling involves direct communication with the customer, allowing for a more personalized approach to asking for a sale. Advertising, on the other hand, is more suited for creating awareness or brand appeal. When the primary objective is to close a sale, personal selling is a more effective tool.

Question 3

Many companies have started using telemarketing to supplement personal selling. Which of the following is a reason for this?

Accepted Answer

Telemarketing can be a cost-effective way to reduce selling costs compared to traditional in-person sales. It allows companies to reach a large number of potential customers without the expense of travel and other associated costs.

Question 4

Research has shown that combining advertising with personal selling results in _____.

Accepted Answer

Combining advertising with personal selling allows companies to reach a wider audience and potentially increase sales. Advertising can generate awareness and generate leads, while personal selling can provide more detailed information and establish relationships with potential customers. This combination can lead to higher conversion rates and improved reach.

Question 5

In which of these situations is personal selling more likely to be used than other methods of sales communication?

Accepted Answer

Personal selling is more effective in situations where the salesperson has to convince the customer to try the product, which is likely the case when the product is new or complex. In such situations, personal selling allows the salesperson to provide detailed information, answer questions and address concerns, and build a personal relationship with the customer, all of which help to increase the likelihood of a successful sale.

Question 6

Which of the following is a major advantage that advertising provides to personal selling?

Accepted Answer

The answer of Which of the following is a major...

Question 7

Qualitative measures used to evaluate sales personnel include:

Accepted Answer

The answer of Qualitative measures used to evaluate sales personnel...

Question 8

Which of the following is a qualitative measure used to evaluate sales-related activities of the sales force?

Accepted Answer

Customer relations is a qualitative measure used to evaluate sales-related activities of the sales force. It measures the ability of the sales force to build and maintain relationships with customers, which is essential for long-term sales success.

Question 9

When a new product is being introduced and the seller needs to reach as many people in the target market as quickly and as cost effectively as possible, personal selling combined with _____ is likely to be most effective.

Accepted Answer

When a new product is being introduced and the seller needs to reach as many people in the target market as quickly and cost-effectively as possible, advertising is likely to be most effective when combined with personal selling. Advertising can reach a large number of people quickly, while personal selling can provide a more personalized approach and help to build relationships with potential customers. This combination can be particularly effective in generating awareness and interest in a new product.

Question 10

Which of the following qualitative measures is used to evaluate the selling skills of the sales force?

Accepted Answer

Customer knowledge is a qualitative measure used to evaluate the selling skills of the sales force as it reflects their understanding of the products and the needs of the customers.

Question 11

Organizations use telemarketing to support personal selling. Telemarketing is an example of _____.

Accepted Answer

Telemarketing is a form of direct marketing, in which an organization directly communicates with potential customers through phone calls, emails or text messages. It is used to generate leads for personal selling or even close sales in some cases. Thus, option A is the correct answer. The other options do not accurately describe telemarketing.

Question 12

The primary purpose of _____ is to communicate, create goodwill, and improve customer satisfaction and loyalty.

Accepted Answer

The primary purpose of public relations is to communicate with different stakeholders and create a positive image for the organization. This can lead to improved customer satisfaction, loyalty, and overall goodwill towards the brand. Sales promotion, direct marketing, advertising, and internal marketing all have different primary purposes, such as increasing sales, targeting specific customers, promoting products or services, or improving employee satisfaction.

Question 13

Which of the following is a criterion for evaluating personal selling that considers aspects such as the use and dissemination of promotional brochures and providing feedback on the effectiveness of promotional programs?

Accepted Answer

The answer of Which of the following is a criterion...

Question 14

Which of the following quantitative measures can be used to evaluate the selling expenses of salespeople?

Accepted Answer

The average cost per sales call would evaluate the efficiency of the salespeople's expenses. It would help determine if the selling expenses are too high or if they are generating enough revenue to justify the costs. The other measures listed, such as number of service calls, displays set up, delivery cost per unit sold, and number of new accounts, do not directly relate to evaluating selling expenses.

Question 15

By servicing accounts, and by cooperating and empathizing with clients, salespeople are engaging in _____ activities on behalf of their firm.

Accepted Answer

Servicing accounts and cooperating and empathizing with clients are elements of public relations, which is focused on building and maintaining relationships between a company and its various stakeholders. Promotional and advertising activities are geared towards promoting or selling products, while direct marketing and telemarketing are more focused on pushing products and generating leads, rather than building long-term relationships with customers.

Question 16

_____ refers to online presentations that include a variety of purposes from conducting job training for employees to making presentations and providing in-depth product information to existing and potential customers.

Accepted Answer

The word "webinar" specifically refers to online presentations that serve a variety of purposes, such as job training for employees or providing product information to customers. Social networking, teleconferencing, and virtual conferencing can all be used for communication purposes, but they do not necessarily involve formal presentations. Podcasting refers specifically to the creation and distribution of audio or video recordings, but not necessarily in a live presentation format.

Question 17

An organization wants to screen leads and qualify potential buyers before salespeople call on them. Which of the following is the most cost efficient method to do this?

Accepted Answer

Using direct marketing techniques such as telemarketing allows for targeted communication with potential buyers, enabling a cost-efficient method to screen leads and qualify potential buyers before salespeople call on them. This method can help to identify those who are most interested in the product or service, allowing salespeople to focus their efforts on the most promising leads. Additionally, telemarketing can be less expensive than other methods such as hiring external consultants or increasing advertising in mass media.

Question 18

_____ is primarily determined by the ability of the sales force to feed back information regarding competitive programs and customer reactions.

Accepted Answer

Marketing intelligence refers to the collection and analysis of information related to the market and marketing activities. Sales force feedback plays a crucial role in providing marketing intelligence, including insights into competitor programs and customer reactions. Therefore, the provision of marketing intelligence is primarily determined by the ability of the sales force to feed back information. Options A, B, C, and E are not relevant to this scenario.

Question 19

Lisa works as a sales manager at Zoroh Inc. She evaluates the members of the salesforce based on the number of accounts to which presentations were made and the number of trial offers accepted. Which of the following criteria is Lisa using to evaluate the salespeople?

Accepted Answer

Lisa is using the number of accounts and trial offers as metrics to evaluate the salespeople, which indicates that she is measuring their performance in attaining communication objectives.

Question 20

White Inc. places an ad in a dental trade magazine, Albus Review, for a new product. It asks for those interested in the product to request an informational pamphlet by email. The names and addresses of those dentists that request information are then given to the sales force at White Inc. This is an example of how _____ activities can be combined with personal selling.

Accepted Answer

This is an example of direct marketing, as White Inc is directly targeting individual dentists with the informational pamphlet and gathering their information for future personal selling activities.

Quiz 22: Personal Selling Online