Deck 12: Personal Selling and Sales Promotions

Question 1

An Italian restaurant that runs a nightly special of sushi is an example of:

A) A promotion that does not fit the restaurant's customer base
B) A promotion that will not increase guest satisfaction
C) A promotion that does not fit the restaurant's positioning
D) A promotion that will not increase revenues for the restaurant

Answer 1

C

Question 2

An RFM analysis:

A) Is a break even analysis of the promotion
B) Can be used to see how much word of mouth that the promotion generates among the organization's customer base
C) Stands for recency, frequency, and monetary value
D) None of the above

Answer 2

C

Question 3

A salesperson must know the product and capabilities fo the organization in order to:

A) Match the appropriate features of the property to the customer's needs
B) Negotiate the price correctly
C) Sell what can be delivered by the organization
D) Create reasonable expectations of the product or service experience for the customer

Answer 3

C

Question 4

The primary means of communication when a sales manager is using personal selling is direct oral presentations to the customer.

Question 5

Personal selling would be appropriate when a hotel's advertising communications cannot adequately provide enough information.

Question 6

A customer states in a sales conversation: "The hotel we usually stay at does not provide adequate bath amenities." This statement is an example of a customer's:

A) Opportunity
B) Desire
C) Need
D) Want

Question 7

Qualifying sales leads is done before prospecting.

Question 8

What is one of the two goals of sales promotions?

A) Break even on the promotional costs
B) Create word of mouth for the organization
C) Increase guest satisfaction
D) Communicate it clearly to your employees

Question 9

A hotel spa is an example of a(n) , while the relaxation it provides from stressful meetings is an example of a to a customer.

A) Feature; benefit
B) Amenity; benefit
C) Benefit; feature
D) Amenity; feature

Question 10

Sales promotions:

A) Are not effective at building long- term customer loyalty
B) Are oriented toward the short- term
C) Are aimed at producing new customers
D) All of the above

Question 11

The biggest warning when an organization runs a sales promotion is that:

A) It should break even to the cost of running it
B) It should be intended to run in the short- term only
C) It should be tied to something positive
D) It needs to have a clear target market

Question 12

An example of a sales promotion with an intangible goal would be:

A) A ski resort stimulating weekday demand by offering free breakfast
B) A hotel promoting its new pool with free pool passes
C) A spa showcasing its new sea salt massages with 10% off coupons for sea salt massages
D) A casino promoting its new slot machines by offering free spins

Question 13

Qualifying prospects produces .

A) Sales leads
B) New customers
C) Objections
D) Closing of the sale

Question 14

The last step an organization should do when they run a sales promotion is:

A) Communicate the promotion to your employees
B) Measure the results
C) Making sure you can fulfill the demand
D) Define the promotion's target market

Question 15

Why are sales promotions only short- term events?

A) Running them for the long- term erodes the organization's cost structure
B) It is too costly to run them for large periods of time
C) Only a certain amount of new customers can be prospected for them and is not enough to support the promotion in the long- term
D) Loyal guests do not appreciate long- term promotions

Question 16

The initial stage of looking for potential customers to purchase a product is called:

A) Personal selling
B) Probing
C) Prospecting
D) Target market identification

Question 17

Closed probes are questions with yes or no answers.

Question 18

Which is not a factor in whether the personal selling tactic is used on a customer?

A) Quantities of goods or services that the customer is buying
B) Targeted source of revenue
C) How much the customer is paying for the goods or services
D) How close the meeting date is to the present day

Question 19

In direct sales, the most common way to get new customers is to expand your prospecting to include surrounding markets to the business.

Question 20

An advantage to using personal selling as a tactic is:

A) It makes services tangible
B) It is effective in closing deals more efficiently and with less risk
C) It is relationship marketing
D) All of the above

Question 21

Sales promotions should always be used to accomplish two or more goals at once.

Question 22

Sales promotions can be used to stimulate trial purchases.

Question 23

The best way to deal with customer objections is to offer extra services to them in return for them choosing your property.

Question 24

Cold calling is useful for obtaining pertinent potential customers information.

Question 25

The sole purpose of a sales promotion is to increase revenues.