Deck 18: Personal Selling and Sales Management

Question 1

The most heavily used form of promotion, measured in dollar expenditures or number of people employed is:

A) print advertising.
B) sales promotions.
C) personal selling.
D) public relations.
E) Internet advertising.

Answer 1

personal selling.

Question 2

A marketer is most likely to concentrate the bulk of its promotional budget on personal selling if the:

A) sales of the product do not involve a trade-in.
B) market for the product is widely dispersed.
C) product is in the introductory stage of its life cycle.
D) product has a low unit value.
E) product is mass-produced.

Answer 2

product is in the introductory stage of its life cycle.

Question 3

Zierer GmbH is a German company that builds and markets amusement park rides. The company specializes in "custom themed attractions using standard ride systems with unique vehicles and/or decorations created specifically for the customer." Zierer is not the only company that sells amusement park rides. Which element of the promotional mix would you expect Zierer to depend upon most heavily?

A) broadcast media
B) sales promotions
C) personal selling
D) public relations
E) Internet advertising

Answer 3

personal selling

Question 4

A small manufacturing company is most likely to concentrate the bulk of its promotional budget on personal selling if its:

A) product is nontechnical in nature.
B) market is composed of hundreds of small buyers.
C) product is in the growth stage of its life cycle.
D) product must be fitted to each individual customer's needs.
E) product is in introductory stage of life cycle.

Question 5

Which of the elements of the promotional mix provides the seller with the greatest degree of flexibility?

A) advertising
B) personal selling
C) sales promotion
D) publicity
E) public relations

Question 6

Which of the elements of the promotional mix is best for minimizing wasted effort by pinpointing the target market?

A) advertising
B) personal selling
C) sales promotion
D) publicity
E) public relations

Question 7

_____ is the most likely explanation for why a small manufacturer of craft supplies would not want to use personal selling.

A) High cost
B) Inflexibility
C) One-way flow
D) Lack of focus
E) Structure

Question 8

Employees of Sears who sell clothes, appliances, tools, and other merchandise engage in:

A) inside selling.
B) missionary selling.
C) need-satisfaction selling.
D) outside selling.
E) placed-based selling.

Question 9

Most sales people in the United States engage in:

A) inside selling.
B) missionary selling.
C) need-satisfaction selling.
D) outside selling.
E) placed-based selling.

Question 10

Which of the following individuals engages in inside selling?

A) the person who sells prepaid burial plots to consumers at their homes
B) the neighbor who sells you Avon cosmetics in your home
C) the sales clerk at Kohl's who helps Katherine find a scarf to match her new suit
D) the baker who comes to your office to sell you doughnuts during your coffee break
E) all of the above

Question 11

Which of the following is the best example of inside selling?

A) the American Legion representative who came to your house selling chances on a new Ford truck
B) the counter person at Wendy's who sells you a plain baked potato
C) the State Farm insurance rep who sold you a new life insurance policy
D) the sales person asking businesses to participate in a trade show for franchisors
E) a Boy Scout who asks for a donation of canned food to give to the homeless shelter

Question 12

Which of the following is a member of an outside sales force?

A) the sales clerk at PetSmart
B) the individual on the other end of the phone who takes your Domino's pizza order
C) the counter person at Burger King
D) the Xerox sales rep who comes to your office to demonstrate a new copying machine
E) the Kmart employee who helps Burt find a tie to go with his new suit

Question 13

Which of the following is NOT a category of sales professional listed in the text?

A) inside order taker
B) sales engineer
C) outside order taker
D) drop shipper
E) missionary sales person

Question 14

A delivery-sales person is most likely to be involved in the sale and delivery of:

A) road-building equipment.
B) lumber.
C) Red Fusion soft drinks.
D) bathroom fixtures.
E) automobile tires.

Question 15

The selling responsibilities for a(n) _____ are secondary to his or her other duties even though most are authorized to look for selling opportunities.

A) delivery-sales person
B) outside order taker
C) outside order getter
D) inside order getter
E) inside order taker

Question 16

When Peter called the toll-free number on the back page of the Road Runner Sports catalog to order a new pair of Saucony running shoes, he probably talked to a(n):

A) sales engineer.
B) outside order taker.
C) inside order taker.
D) missionary sales person.
E) detail sales person.

Question 17

Moselle works at Hobby Lobby. Her job is to help customers select merchandise and to suggest additional items to go along with merchandise chosen. Moselle works as a(n):

A) sales engineer.
B) outside order taker.
C) inside order taker.
D) missionary sales person.
E) detail sales person.

Question 18

Jerry Hallett made a sales call on the owner of a landscaping company to explain the advantages and features of the new Neelco Shrub Buddy for fertilizing plants in hard-to-get-to areas. Hallett is trained to answer any technical questions about the system and its use, to show the owner how the Shrub Buddy could be tailored to meet his specific needs, and to close the sale. Hallett acted as a(n):

A) sales engineer.
B) outside order taker.
C) inside order taker.
D) missionary sales person.
E) detail sales person.

Question 19

When the MCI Center was enlarged, the management decided to buy aluminum railing from Western Metal Fabricators, the company that had provided all of the railings when the center was constructed. Ashton works for Western Metal Fabricators and was sent to the center to take measurements and to get the sales contract signed. Ashton acted as a(n):

A) consultative sales person.
B) outside order taker.
C) amusement broker.
D) sales agent.
E) missionary sales person.

Question 20

When the sales rep for Summit Plastic Company called on the owner of a wholesale greenhouse operation to ask the owner to reorder plastic pots and trays from his company, it was an example of a sales call made by a(n):

A) consultative sales person.
B) outside order taker.
C) landscaping broker.
D) sales agent.
E) missionary sales person.

Question 21

Which of the following statements best characterizes the work of missionary sales people?

A) They usually do not ask for orders.
B) They mainly engage in creative selling.
C) They are outside order takers.
D) They are inside order takers.
E) They have the most complex and difficult of all sales jobs cause they have to be creative to make a sale.

Question 22

A(n) _____ provides information and other services for existing or potential customers, performs promotional activities, builds goodwill, but does not take orders.

A) consultative sales person
B) manufacturer's representative
C) knowledge broker
D) sales agent
E) missionary sales person

Question 23

Dennis works for Georgia-Pacific (GP), one of the world's leading paper manufacturers. His job is to introduce new paper products to GP's distributors' sales forces and motivate them to sell the products to their customers. He provides the sales reps with sample paper and answers any questions they or their customers may have about the new paper products. Cody is a(n):

A) inside order getter.
B) missionary sales person.
C) outside order getter.
D) creative sales person.
E) outside order taker.

Question 24

Sales engineers are most likely to be used:

A) in the sale of industrial operating supplies.
B) to support missionary sales people.
C) as order takers in repeat sales situations.
D) in the sale of intangibles such as insurance or advertising services.
E) when a manufacturer is selling a complex, technical product.

Question 25

A sales engineer would most likely be involved in the sale of:

A) seating for office reception areas.
B) laser instruments for non-invasive surgical procedures.
C) tables and chairs for restaurants.
D) gardening tools like hoes, shovels, and rakes.
E) legal texts.

Question 26

For which of the following jobs will a sales person need to use consultative selling?

A) selling church pew cushions to a freshly remodeled church
B) selling soft drinks to fans watching an afternoon baseball game in Florida
C) selling basketball tickets to the NCAA Final Four championship games
D) selling a water reclamation system to a corporation that cleans all the uniforms, linens, and towels used by several local hospitals
E) selling bottled water to families in an area that has frequent water shortages

Question 27

Reverberation is a problem at most sporting arenas. The ad for Meyer Sound reads, "The key to success is solving problems. That's why Meyer develops technologies that provide practical solutions to all kinds of acoustics problems-even reverberations." What kind of sales people would Meyer Sound most likely use?

A) inside order takers
B) consultative sales people
C) sales brokers
D) missionary sales people
E) automated sales people

Question 28

Professional sales people:

A) take part in recruiting new sales people.
B) relay market information back to the firm.
C) manage a market area.
D) organize much of their own time and effort.
E) do all of the above.

Question 29

Compared to a typical office worker, an outside sales person is more likely to:

A) work under closer supervisory control.
B) be the person who represents his or her organization to the world.
C) have little to do with spending company funds.
D) have little responsibility for implementing the firm's marketing strategy.
E) work in a fixed location.

Question 30

How do sales positions differ from most other business positions?

A) Sales people represent their organizations to the outside world.
B) Sales people are directly responsible for generating revenues.
C) Sales people operate with little or no direct supervision.
D) Sales people frequently must travel a considerable amount.
E) All of the above are ways in which sales positions differ from most other business positions.

Question 31

How do sales positions differ from most other business positions?

A) Sales people represent their organizations to the outside world.
B) Sales people do not have profit responsibilities.
C) Sales people pay their own expenses.
D) Typically sales people are very closely supervised.
E) All of the above are ways in which sales positions differ from most other business positions.

Question 32

A _____ is a group of people representing a sales department as well as other functional areas in a marketing firm such as finance, production, and research and development in a selling situation.

A) profit center
B) selling center
C) sales system
D) sales nucleus
E) buying center

Question 33

Xerox has a _____ that includes sales, administrative, and manufacturing personnel. One such group works together to sell Xerox's products to AT&T, Xerox's biggest customer. It has over 200 members who are engaged in solving any problems AT&T may experience as well as developing new products just for AT&T.

A) profit center
B) selling center
C) sales system
D) sales nucleus
E) buying center

Question 34

Systems selling:

A) is inexpensive.
B) is best used when the product is in the introductory stage of its product life cycle.
C) is most necessary when the sale involves a trade-in.
D) produces a larger initial sale and reduces incompatibility problems.
E) can be used in all situations.

Question 35

When the Indonesian government requested bids to build a new cement factory, an American firm's proposal included not only designing and building the factory, but also choosing the site, hiring and training the construction crews, and assembling the raw materials and the equipment needed to make the cement plant operational. Obviously, the American firm was interested in more than just building another structure; it was involved in:

A) integrated selling.
B) a buying center.
C) systems selling.
D) a selling center.
E) dynamic selling.

Question 36

Which of the following describes a benefit associated with systems selling?

A) Systems selling produces a larger initial sale than regular selling.
B) Systems selling reduces compatibility problems for the buyer.
C) With systems selling, the supplier is often retained to provide after-the-sale service.
D) With systems selling, the supplier is in an excellent position to provide upgrades in the future.
E) All of the above statements about systems selling are True.

Question 37

Which of the following describes a benefit associated with systems selling?

A) Systems selling can be performed by inside order takers.
B) Systems selling has significantly lower fixed costs than regular selling.
C) There is no after-the-sale service required with systems selling.
D) Systems selling produces a larger initial sale than regular selling.
E) All of the above statements about systems selling are True.

Question 38

To service their largest and most profitable customers, many large international corporations are forming:

A) international sales agencies.
B) global brokerage companies.
C) global sales teams.
D) international selling committees.
E) systems for multinational selling.

Question 39

Relationship selling:

A) is sometimes an extension of team selling.
B) allows the sales person to develop deeper, longer-lasting relationships with key customers.
C) may be used by individual sales reps.
D) requires the seller to have a customer orientation.
E) is described by all of the above.

Question 40

Relationship selling:

A) is a form of systems selling.
B) requires the sales person to set up cordial relationships with all of his or her customers.
C) is always a team-oriented selling process.
D) replaces the need for trust in seller-buyer relationships.
E) is described by all of the above.

Question 41

When Linda Roberts opened the Flower Bin, a flower and gift store, she knew to make her business a success she had to keep customers aware of her business. She encourages her customers to regularly visit her shop by constantly offering new items--she has turned the store into a "vibrant, evolving environment." Any consumer who enters the store is treated warmly like an old friend, and her repeat business is the key to the profitability of the store. From this information, you know Roberts uses:

A) team selling.
B) a selling center.
C) sales integration.
D) dynamic selling.
E) relationship selling.

Question 42

The style of selling used by Saturn Corp. is built around fixed, no-haggle prices, full book prices for trade-ins, and patient explanations of all car features. Saturn also hosts the Saturn Homecoming when it invites all Saturn owners and their families to visit the factory where their cars were built and meet other Saturn owners. During the Homecoming, which lasts an entire weekend, the company stages events the whole family can enjoy together. This sort of effort is an example of:

A) team selling.
B) a selling center.
C) integrated selling.
D) dynamic selling.
E) relationship selling.

Question 43

Connect Peripherals makes computer disk drives. The company practices _____. It creates long-term alliances with its customers. It will not design or build a new product until at least one of its major customers has given its input and approved the final design. Connect Peripherals uses:

A) team selling.
B) a selling center.
C) integrated marketing relations.
D) dynamic selling.
E) relationship selling.

Question 44

Why are marketers increasingly relying on telemarketing for much of their personal selling efforts?

A) It is most appropriate for nonroutine selling.
B) It increases selling efficiency.
C) It is a way to monitor fixed costs.
D) Federal regulations have hampered face-to-face contact in certain industries.
E) It is preferred by customers who have little time to spend with sales people.

Question 45

Which of the following is the most likely product for a telemarketer to sell?

A) a database with 300,000 names of people who buy clothes from catalogs
B) a stocked 5,000 gallon salt-water fish tank
C) magazine subscription renewals for a physician's waiting area
D) a store window display showing life in 18th century France
E) high-production woodworking equipment with CAD/CAM computer programming

Question 46

Telemarketing is typically used to do all of the following EXCEPT:

A) answer dealer questions about inventory management.
B) do systems selling.
C) process orders for commonly used products.
D) qualify sales leads.
E) handle the accounts of small-order customers.

Question 47

Telemarketing can be used to:

A) improve relationships with middlemen.
B) seek leads to new accounts.
C) process orders for standardized products.
D) deal with small-order customers.
E) do all of the above.

Question 48

Which category of Internet selling qualifies as personal selling because of its interactive nature?

A) business-to-consumer auctions
B) business-to-business auctions
C) consumer-to-consumer auctions
D) system selling
E) Internet retailing

Question 49

A commercial fishing captain who wanted to find the highest bidder for a batch of just-caught swordfish can go to www.Gofish.com to find a restaurant chain, a fish cannery, or a supermarket interested in buying his catch. When the sale is made, the captain would have engaged in:

A) Internet selling.
B) real-time selling.
C) telemarketing.
D) an integrated marketing system (IMS).
E) sales automation.

Question 50

Compaq Computer Corp. gave each of its sales people fully equipped home sales offices with a notebook computer, fax machine, copier, and two phone lines to give them immediate access to all data any sales person might need to make a sale. By spending some $8,000 to equip more than 200 offices, Compaq was able to close three regional offices and save $10 million in staff salaries and rent annually. This is an example of how a company can use _____ to improve the efficiency of the sales operation.

A) telemarketing
B) sales force automation (SFA)
C) an integrated marketing system
D) a database
E) real-time processing

Question 51

_____ is the capability to use electronic tools to combine company and client information in real time to enhance the sales function.

A) Telemarketing
B) Sales force automation (SFA)
C) An integrated marketing system (IMS)
D) Database marketing
E) Real-time selling

Question 52

A college student selling tickets for a car wash as a fund-raiser will sell more tickets if he or she makes a list of businesses and individuals who are likely buyers, rather than selling asking people at random. In other words, _____ will help the student make more sales.

A) qualifying
B) data mining
C) data basing
D) list management
E) prospecting

Question 53

LWC, Limited makes water filtration systems that remove iron, sulfur, and manganese from the water. A sales person for LWC has been given the Gulf Coast sales territory. She is currently making a list of businesses and their owners that could benefit from the installation of a water filtration system. What stage of the selling process is she engaged in?

A) closing
B) the presentation
C) prospecting
D) qualifying
E) meeting objections

Question 54

Wagner Electronics sells meters to measure the moisture content in lumber used in building. Too high a moisture level often produces warping and makes the finished product unattractive and unmarketable. To find people who are interested in owning one of its highly rated moisture content measurement devices, Wagner Electronics ran an ad in a woodworking trade journal. The ad asked anyone interested in learning more about the meter to call a toll-free number. What stage in the sales process does this sort of ad represent?

A) closing
B) the presentation
C) prospecting
D) qualifying
E) meeting objections

Question 55

A good source of leads for a sales person could be:

A) current customers.
B) his or her sales manager.
C) trade associations.
D) industry directories.
E) any of the above.

Question 56

The sales person for a new pet food designed to help overweight pets lose weight collected the names of all of the veterinarians in the St. Louis area because he thought the veterinarians would be a good target for his personal selling activities. The pet food sales person was involved in:

A) closing.
B) the presentation.
C) prospecting.
D) qualifying.
E) meeting objections.

Question 57

The sales person for Western Metal Fabricators has found a customer who is interested in buying aluminum railing for a sports arena that is currently in the planning stage. Before the sales person can continue with the selling process, he must first determine whether the customer has the purchasing power and the authority to buy. In other words, the sales person has to engage in:

A) data mining.
B) qualifying.
C) prospecting.
D) creating a preapproach.
E) research selling.

Question 58

In order for a sales person to qualify a prospect, the prospect must:

A) be willing as well as capable of buying.
B) be interested in buying.
C) have the role of gatekeeper within the buying center.
D) be aware of the product's benefits.
E) have no objections to the product.

Question 59

The Adams Heritage Gallery sells wall tapestries and other forms of fabric art. Once its owner, Constance Ray, determines a potential buyer is both willing and financially able to buy a piece of art, she should:

A) tell the artist that someone may buy his or her work.
B) make a presentation in which she generates interest in a particular piece and stimulates desire for that piece.
C) do more prospecting.
D) list all of the potential buyer's objections.
E) close the sale.

Question 60

Ishmerai sells metal lockers such as are found in gyms, schools, airports, and many other facilities where employees need a safe place to keep their personal belongings. Before calling on the purchasing agent for a large school system that was getting ready to purchase new lockers for its three high schools, Ishmerai learned the agent was a Tennessee Titans fan, had graduated from University of Tennessee, and liked to take his vacation to coincide with Fan Fair in Nashville. Ishmerai would have gathered this sort of information while he was:

A) prospecting.
B) developing his preapproach.
C) qualifying the prospect.
D) listing all possible objections the agent might have to his company's lockers.
E) preparing to close the sale.

Question 61

The preapproach to selling might include:

A) determining if the prospect is able to buy.
B) finding the prospect.
C) determining if the prospect wants to buy.
D) identifying the prospect's personal habits and preferences.
E) doing all of the above.

Question 62

Andre wants to sell Teko Ecoploy socks, an earth-friendly product made from recycled plastic bottles, to a buyer for chain of luxury hotels. During his preapproach, Andre:

A) could determine how the buyer feels about planet-friendly products.
B) determine the size of the order
C) is engaged in the qualifying process.
D) is looking for prospects.
E) is handling objections.

Question 63

A sales person can design his or her sales presentation using an approach called AIDA. These letters are an acronym for:

A) attitude, intention, duty, and attainment.
B) attraction, intention, demand, and achievement.
C) attention, interest, desire, and action.
D) attention, impulse, dissonance, accomplishment.
E) attraction, interest, diffusion, and attainment.

Question 64

Andre wants to sell Teko Ecoploy socks, an earth-friendly product made from recycled plastic bottles, to a buyer for chain of luxury hotels. When he walks into the buyer's office, he is carrying a large, empty plastic bottle. Then he says, "Can you imagine putting this on your tired feet? Well, I can." With that he whips out a pair of the socks. In terms of the AIDA approach, Andre was trying to create _____ before he actually asked to customer to buy.

A) dissonance
B) action
C) adoption
D) attention
E) impulse

Question 65

Andre wants to sell Teko Ecoploy socks, an earth-friendly product made from recycled plastic bottles, to a buyer for chain of luxury hotels. When the buyer agrees to order ten dozen pairs, Andre has reached what stage of the AIDA approach?

A) attainment
B) attention
C) diffusion
D) adoption
E) action

Question 66

Which of the following activities is NOT included in the sales presentation stage of the personal selling process?

A) evaluate the presentation for results
B) arouse a desire for the product
C) close the sale
D) meet the objections
E) attract the prospect's attention

Question 67

Bradley has been hired to sell products for USA Floral Products, Inc., a manufacturer of products to make the floral retailer's job easier. His sales manager has asked Bradley to develop a practice sales presentation, which he will deliver at a meeting tomorrow. To be a success, Bar Bradley's sales presentation should begin with:

A) the creation of a desire for his company's products.
B) an identification of the approach method to be used.
C) ideas that will attract the prospect's attention and make him or her want to listen to the rest of the presentation.
D) a trial close.
E) a personalization of the marketing mix.

Question 68

The first step in a sales presentation is to:

A) compliment the customer.
B) attract attention or generate curiosity.
C) list all the possible objections.
D) present a sales talk.
E) find out what products the customer is now using.

Question 69

The AIDA approach is commonly used in sales presentations. Frank Rosson plans to use this approach when he goes to sell handcrafted cookie cutters to a chain of kitchen boutiques. As part of the first "A" in the approach, he would most likely:

A) determine if the store owner likes cookies.
B) make sure no trademark infringements exist.
C) show up at the store with a batch of sugar cookies made using some of his company's more unusual cutters.
D) determine if the store owner has a good credit rating.
E) list all possible sales objections the chain owner is likely to use.

Question 70

In the personal selling process, the most likely time to use a canned sales presentation is during the _____ stage.

A) preapproach
B) postsale
C) prospecting
D) qualifying
E) presentation

Question 71

A canned presentation:

A) relies on the flexibility of the sales person to make it successful.
B) is seldom used.
C) does not permit the sales person to adapt to the customer's needs or desires.
D) is the best way to deal with cognitive dissonance.
E) allows the sales person to deal with all unspoken objections.

Question 72

The AIDA approach is commonly used in sales presentations. Raymond plans to use this approach to sell a new waffle maker called Wafflebakes. It makes waffles that break apart into 10 bite-size pieces that have letters on one side and numbers on the other. He wants to sell it to the owner of a chain of kitchen boutiques. As part of the "I" and the "D" in the approach, Raymond should:

A) determine how he will deal with any cognitive dissonance.
B) do marketing research on when sales of waffle makers are highest.
C) demonstrate how easy it is to make waffles with the new waffle maker and how much fun the waffles are.
D) try to make the hardware store owners curious about the product by refusing to tell them exactly what . he is selling until they agree to listen to his presentation.
E) determine whether hardware stores are appropriate outlets for Wafflebakes.

Question 73

The AIDA approach is commonly used in sales presentations. Linda wants to use this approach to sell a new line of mildew-proof shower curtains to a chain of stores that specialize in items for the bath and the bedroom. The last "A" in the approach tells her she should:

A) get the buyer's signature on a buying contract.
B) present her sales pitch.
C) demonstrate how water-resistance her line of shower curtains are.
D) provide the prospect with a stack of customers' testimonials.
E) be critical of the competition's lines of shower curtains.

Question 74

Maria sells Avon products to the people at her work. As an office worker appears ready to buy, Maria might say, "Would you want this perfume with an atomizer or in a refill bottle?" Maria would be engaged in:

A) a trial close.
B) handling an objection.
C) a canned presentation.
D) an assumptive objection.
E) the preapproach.

Question 75

Andre wants to sell Teko Ecoploy socks, an earth-friendly product made from recycled plastic bottles, to a buyer for chain of luxury hotels. He asks the buyer, "Would you prefer the socks in plastic bags with the hotel logo on them?" Andre is engaged in:

A) a trial close.
B) handling an objection.
C) a canned presentation.
D) an assumptive objection.
E) the preapproach.

Question 76

Kamila asked the customer, "Do you want your new gas grill delivered Monday afternoon or Tuesday morning?" She was engaged in:

A) postponing objections.
B) a trial close.
C) the preapproach.
D) after-the-sale service.
E) qualifying the prospect.

Question 77

As part of the sales presentation, a sales person may periodically venture a(n) _____ close to test the prospect's willingness to buy.

A) preemptive
B) experimental
C) declarative
D) trial
E) imperative

Question 78

Near the end of the sales presentation for a Krups ice cream maker, when it looked as if all the customer's objections had been met, Jeffery asked him, "Can't you just taste how good fresh ice cream will taste next summer, or do you really prefer that stale store-bought ice cream taste?" This is an example of a(n) _____ close.

A) presumptive
B) experimental
C) declarative
D) trial
E) imperative

Question 79

The toughest objections a sales person will encounter during a sales presentation are:

A) about price.
B) about delivery scheduling because sales people do not control distribution channels.
C) about how the product is being advertised.
D) those that are unspoken.
E) those the sales person pretends not to hear.

Question 80

To deal with objections during a sales presentation, the sales person should know:

A) that product demonstrations should be avoided whenever possible.
B) how to show the product's benefit to his or her customer.
C) that if one sells an excellent product, there are no objections.
D) that canned presentations ensure the individual sales person's personality does not enter into the sale.
E) that there is a commonly used, fairly strict pattern of behavior that must be followed to hold the prospect's interest.