Deck 13: Personal Selling and Sales Promotion

Question 1

To reduce time demands on their outside sales forces, many companies have increased the size of their inside sales forces, which include technical support people, sales assistants, and ________.
retail supervisors
sales managers
telemarketers
human resource professionals
public relations profession

Answer 1

telemarketers

Question 2

Which of the following is the term for the individuals in a company who travel to call on customers in the field?
outside sales force
inside sales force
complex sales force
customer sales force
product sales force

Answer 2

outside sales force

Question 3

________ involves two-way, personal communication between salespeople and individual customers-whether face-to-face, by telephone, through video or web conferences, or by other means.
Advertising
Public relations
Personal selling
Mass marketing
Direct marketing

Answer 3

Personal selling

Question 4

Territorial sales force structures have many benefits.Which is the least likely of the following options?
Travel expenses can be minimized.
Each salesperson's job is clearly defined.
Salespeople have the opportunity and incentive to build strong relationships with customers.
Salespeople develop in-depth knowledge of a product line.
Accountability is clearly defined for each salesperson.

Question 5

When a firm sets out to analyze, plan, implement, and control sales force activities, it is undertaking ________.
marketing design
sales force management
team selling efforts
co-op selling and advertising
promotional objectives

Question 6

Whom do members of a sales force typically represent?
They represent the company to customers.
They represent the company to investors.
They represent the customer to the company.
A and C
all of the above

Question 7

Companies that use a customer sales force structure organize their salespeople by ________.
product
territory
industry
demand
specialty knowledge

Question 8

Of the three typical types of sales force structures, which one assigns an exclusive geographical area to each salesperson and requires each salesperson to represent the company's full line of products to customers within that area?
territorial
product
customer
complex
team

Question 9

A company can unite its marketing and sales functions through many activities.Which is the least likely to be effective?
assigning a telemarketer the task of visiting a customer
arranging joint meetings to clarify all aspects of communication
appointing a chief customer officer to oversee both departments
having a salesperson preview ads and sales-promotion campaigns
sending brand managers on sales calls with a salesperson

Question 10

Which activity is a typical for a sales assistant?
call ahead and confirm appointments
determine price points
initiate administrative tasks
make deliveries
forward customers' questions

Question 11

Which of the following promotion tools involves personal presentation by the firm's sales force for the purpose of making sales and building customer relationships?
personal selling
advertising
E-commerce
publicity
public relations

Question 12

A company could benefit from appointing a high-level marketing executive because such a person could perform what duty/duties?
oversee sales
oversee marketing
oversee both marketing and sales
represent customers to the company
represent the company to customers

Question 13

Which of the following is a definite disadvantage of a product sales force structure?
selling costs reduce with multiple sales visits from separate divisions
overlapping use of resources with big customers
salespeople spending time prospecting new customers
increased customer delivery time
B and C

Question 14

Members of a company's ________ conduct business from their offices through the telephone, the Internet, or visits from customers.
outside sales force
inside sales force
complex sales force
customer sales force
product sales force

Question 15

After a company has determined its sales force structure, it is ready to determine what ________ it needs.
team structure
sales force size
marketing-sales liaison
sales force supervision
compensation package

Question 16

Of the following, which is the LEAST creative sales position?
order taker
order getter
account executive
account development rep
outside salesperson

Question 17

Which of the following is the growing trend of using a group of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts?
department selling
inside selling
team selling
continuous selling
simultaneous selling

Question 18

Which sales force structure would a company that sells a wide variety of products to many types of customers over a broad geographic area consider using?
territorial
product
customer
complex
team

Question 19

Management uses the workload approach to ________.
set the size of the sales force
determine product availability
identify desirable characteristics of the sales force
establish sales quotas
analyze profit margins

Question 20

A(n) ________ serves as a critical link between a company and its customers by performing one or more of the following: prospecting, communicating, selling, servicing, information gathering, and relationship building.
manager
executive
support person
salesperson
consultant

Question 21

Which of the following is a part of sales force automation systems frequently used by salespeople?
customer-contact and relationship management software
time-and-duty analysis software
telephones
desktop computers
time-motion software

Question 22

Sales applicants are most likely to be tested for ________.
accounting skills, sales aptitude
organizational skills, accounting skills
accounting skills, perseverance
personality traits, analytical skills
personality traits, accounting skills

Question 23

According to research conducted by Gallup Management Consulting Group, which of the following is one of the four key talents a successful salesperson should possess?
easy-going nature
disciplined work style
creativity
technological know-how
understanding of many cultures

Question 24

Companies are always looking for ways to increase selling time.Which of the following are ways to save time to accomplish this goal?
Travel to meet more customers face-to-face.
Increase record keeping.
Develop better call and routing plans.
Reduce the number of customers each sales rep must visit.
Supply more customer information.

Question 25

The latest development in sales force automation is ________.
the cell phone
the laptop computer
the video game
the merging of sales processes with social networking
Canada Post

Question 26

The purpose of a training program for salespeople is to teach them about all of the following?
customers' buying habits and motives
customers' buying motives and economic cycle
the economic cycle and company's main competitors
the company's retirement benefits and organizational structure
the company's organizational structure and benefits plan

Question 27

A salesperson's compensation plan is typically made up of several elements-a fixed amount, ________, expenses, and fringe benefits.
a base salary
a pension plan
a variable amount
nonmonetary rewards
recognition

Question 28

Management sets standards that state the amount each salesperson should sell and how sales should be divided among the company's products with ________.
sales prospecting
company quotas
sales quotas
sales incentives
sales contests

Question 29

Why are many companies using e-learning to conduct sales training programs?
Customers appreciate the flexibility of e-learning.
The company's objectives are more easily conveyed through e-learning.
E-learning allows for more customer feedback.
E-learning is more efficient and sometimes even fun.
E-learning is the best way to simulate sales calls.

Question 30

Which of the following is an advantage created by the use of a sales force automation system?
lower costs for training sales personnel
increased motivation to acquire new customers
decreased need for an inside sales force
stronger organizational climate developed by the sales team
more efficient scheduling of sales calls and sales presentations

Question 31

The aim of sales management motivation is to encourage salespeople to ________.
"work smart"
"work hard"
"work cooperatively"
"work creatively"
"work quickly"

Question 32

Which of the following best explains why many companies are adopting the team selling approach to service large, complex accounts?
Products have become too complex, and customers too big for one salesperson to support.
Customers prefer dealing with many salespeople rather than one salesperson.
Salespeople prefer working in groups because of the opportunity for flex hours and job sharing.
A group of salespeople assigned to one account is cost effective for corporations.
Fewer skilled salespeople are working in the high-tech industry.

Question 33

Which sales management tool shows a salesperson which customers and prospects to see during the next 12 months and in which months, as well as which activities to carry out?
time-and-duty analysis
sales force automation system
annual call plan
sales quota plan
positive incentives plan

Question 34

Which of the following is a pitfall or disadvantage of team selling?
Selling teams can simplify the process for consumers.
Individual salespeople like to work with and trust others.
Only a few major buying organizations use a team structure to make purchasing decisions.
Equitable compensation means each receives an equal share.
Salespeople have been trained to excel in individual performance.

Question 35

Which of the following statements is true according to your text?
A company that treats its salespeople as valuable contributors with unlimited income opportunities is rare.
Salespeople often need special encouragement to do their best.
Most salespeople need little or no outside encouragement.They know the job and they do it.
Sales structure is the most important aspect to motivating individual salespeople.
Workload of salespeople is entirely self-managed.

Question 36

Internet-based technologies can produce organizational benefits for sales forces.Which of the following is not one of the advantages of online technology?
Lists of prospective customers can be generated.
Sales teams can have dialogues directly with prospective customers.
Sales teams can have live chats with customers.
Sales teams can present information and teach most effectively through the Internet.
Sales teams can monitor Internet interactions between customers and discover what they like to buy.

Question 37

Which of the following describes two of the four basic types of compensation plans?
commission plus bonus, straight commission
straight salary, commission plus bonus
salary and commission, straight salary
commission plus bonus, sliding scale
salary plus bonus, sliding scale

Question 38

Helping the salesforce "work smart" is the goal of ________.
sales supervision
sales motivation
sales compensation
the organizational climate
return on sales investment

Question 39

Which of the following problems associated with the poor selection of salespeople is least likely to become a real crisis?
lower sales
costly turnover
less productivity
less office support
disrupted customer relationships

Question 40

Three common tools sales managers use to boost sales force morale include the organizational climate, sales quotas, and positive ________.
incentives
thinking
meetings
vocabularies and mannerisms
teamwork

Question 41

Which of the following is the most relevant characteristic that a salesperson should consider when qualifying a prospect?
financial ability, longevity in the market
longevity in the market, competition
special needs, declining sales
location, competition
financial ability, volume of business

Question 42

In the handling objections step of the selling process, a salesperson should seek out hidden objections, ask the buyer to clarify objections, treat objections as opportunities to provide more information, and ________.
offer the buyer a discount for placing an order early
seek to minimize or play down the objections
compliment the buyer for bringing the objections up
turn the objections into reasons for buying
move on to closing the sale

Question 43

The qualities that buyers value most in salespeople include empathy, honesty, dependability, thoroughness, follow-through, and ________.
good listening
good presenting
sympathy
caring
candor

Question 44

Salespeople should know how to recognize ________ signals from the buyer, which can include physical actions such as leaning forward and nodding or questions about prices and credit terms.
qualifying
approach
objection
closing
follow-up

Question 45

The ________ step of the selling process is difficult for some salespeople because they lack confidence, feel guilty about asking for an order, or may not recognize the right time to ask for an order.
approaching the prospect
making a professional presentation
handling objections
closing the sale
following up

Question 46

In which step of the sales process would a salesperson call on a customer to ensure proper installation and servicing of a product?
approach
presentation and demonstration
handling objections
follow-up
prospecting and qualifying

Question 47

A salesperson's ________ is often related to how well he or she meets a set quota.
time-and-duty analysis
compensation
call report
organizational climate
expense report

Question 48

The steps in the selling process, as described by the text, is an example of a ________ process.The aim is to help salespeople close a sale with a customer
low prices
transaction oriented
closing quota
short-term sales
customer challenge

Question 49

The salesperson meets the customer for the first time in the ________ step of the selling process.
prospecting
qualifying
preapproach
approach
presentation

Question 50

Which description of a salesperson fits best with today's relationship marketing focus and solutions approach?
hard-sell salesperson
a listener, an understander, and a problem-solver salesperson
razzle-dazzle salesperson
salesperson on bonus and not on commission
salesperson on commission and not on salary

Question 51

Sales ________ encourage a sales force to make a selling effort that is above and beyond the normal expectation.
contests
quotas
teams
reports
plans

Question 52

In this step of the sales process, salespeople can now take advantage of technologies such as DVDs, handheld computers, interactive white boards, and laptop computers to show customers images that support the salesperson's verbal message.
prospecting
preapproach
presentation and demonstration
closing
follow-up

Question 53

The selling process consists of several steps that the salesperson must master, focusing on the goals of ________ and ________ from them.
closing sales; getting orders
getting new customers; obtaining service ideas
getting new customers; obtaining orders
overcoming objections; developing relationships
managing old customers; following up

Question 54

The qualities buyers dislike most in salespeople include which of the following?
being pushy, being early
being pushy, being deceitful
being too reliant on technology, being arrogant
being unprepared, being opportunistic
being disorganized, being ungrateful

Question 55

The selling process must be understood in the context of building and maintaining ________.
value
short-term sales
competitive advantage
profitable customer relationships
profit margin

Question 56

Prospecting is the step in the selling process in which the salesperson ________.
meets the customer for the first time
learns as much as possible about a prospective customer before making a sales call
identifies qualified potential customers
tells the product's "value story" to the customer
clarifies and overcomes customer objections to buying

Question 57

The prospecting step in the selling process includes identifying and ________ the prospects.
calling on
qualifying
preselling
making an appointment with
approaching

Question 58

The step that follows approach in the selling process is ________.
presentation and demonstration
closing
handling objections
prospecting
qualifying

Question 59

A(n) ________ is a way that salespeople write-up their completed sales activity.
expense report
call report
sales report
sales quota
time-and-duty analysis

Question 60

A salesperson who researches a company's buying styles and product line is most likely in the ________ stage of the selling process.
prospecting
preapproach
approach
presentation
closing

Question 61

The growing use of sales promotions as a type of marketing tool has resulted in ________.
advertising specialization
promotion clutter
promotional marketing
advertising clutter
promotion fatigue

Question 62

________ consists of short-term incentives to encourage the purchase or sale of a product or service.This offers reasons to buy it now.
A patronage reward
A segmented promotion
Advertising
Sales promotion
Publicity

Question 63

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.
sales promotions
promotion clutter
samples
trade promotions
publicity

Question 64

________ are goods offered either free or at low cost as an incentive to buy a product; they may come in-pack, on-pack, or delivered through the mail.
Rebates
Premiums
Price packs
Cash refund offers
Point-of-purchase promotions

Question 65

New Wave Music Company has decided to switch to a customer sales force structure.Which of the following advantages is the company now LEAST likely to enjoy?
The company can become more customer-focused.
The company can build closer relationships with important customers.
The company can better serve different industries.
The company can better serve current customers and find new customers.
The company can expect salespeople to develop in-depth knowledge of numerous and complex product lines.

Question 66

Manufacturers direct more sales promotion dollars toward ________ than to ________.
consumers; retailers
customers; wholesalers
retailers and wholesalers; consumers
mature consumers; teenagers
retailers; wholesalers

Question 67

A(n) ________ has the advertiser's name on it and is given as a gift to consumers.
premium
POP promotion
advertising specialty
price pack
sample

Question 68

Of the major consumer promotion tools, which is the most effective for introducing a new product or creating excitement for an existing one?
coupons
samples
cash refunds
advertising
rebates

Question 69

The __________ is necessary if the salesperson wants to ensure customer satisfaction and repeat business.
value proposition
lowest price
follow-up
sales document
profit margin

Question 70

Manufacturers may offer a(n) ________ in return for the retailer's agreement to feature the manufacturer's products in advertising or display.
POP promotion
allowance
incentive promotion
price pack
premium

Question 71

Business promotion tools are used for which of the following.
generate business leads, increase manufacturing
increase manufacturing, stimulate purchases
reward resellers, get rid of extra stock
increase manufacturing, motivate customers
motivate people, generate business leads

Question 72

________ offer consumers savings off the regular price of a product, with the reduced price marked by the producer directly on the label or package.
Premiums
Patronage rewards
Price packs
Samples
Rebates

Question 73

Of the main consumer promotion tools, which is the most costly?
coupons
samples
cash refunds
advertising
billboards

Question 74

At Finley's Fine Goods, members of the sales force and marketing department tend to have disagreements when things go wrong with a customer.The marketers blame the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with the customer.Which of the following steps should upper-level management at Finley's Fine Goods take to help bring the sales and marketing functions closer together?
Establish a customer sales force structure.
Establish a complex sales force structure.
Create an inside sales force.
Adopt a sales force automation system.
Employ a high-level marketing executive to oversee the marketing and sales teams.

Question 75

In order to develop a full sales promotion program, marketers must make several decisions.Which of the following is not part of that decision-making process?
Set conditions for participation.
Determine the length of time the promotion will run.
Evaluate the sales promotion.
Decide on the size of the promotion incentive.
Motivate suppliers to help with the sales promotion.

Question 76

Sunny Snacks is a large consumer product company that sells its products to wholesalers and retailers.The sales force at Sunny Snacks is LEAST likely to do which of the following?
Work directly with final customers.
Build relationships with wholesalers.
Help retailers effectively sell the company's products.
Communicate regularly with business customers.
Represent their wholesale and retail customers.

Question 77

Sales promotions motivate the consumer to buy _________.
soon
from retailers
from wholesalers
on credit
now

Question 78

Pressure to increase short-term sales, less differentiated brands, declining advertising efficiency, and increasingly deal-oriented customers are all factors contributing to the ________.
growth of personal selling
decline of personal selling
growth of sales promotion
decline of sales promotion
decline of customer relationships

Question 79

Which consumer promotion tool requires consumers to send a proof of purchase to the manufacturer?
cents-off deals
coupons
samples
cash refunds
promotional products

Question 80

Which of the following is an objective for trade promotions?
to get retailers to carry new items
to get retailers to discount products
to gain more consumer confidence
to get salespeople to sign up new accounts
to get retailers to reduce competition