Deck 19: Personal Selling and Sales Promotion

Question 1

The 15 million people identified as working in personal selling by the Department of Labor does not include a "hidden selling sector." The "hidden selling sector" is comprised of

A) wholesale sales employees that sell goods to retailers.
B) retail sales employees that sell goods to wholesalers.
C) telemarketers.
D) individuals who are not classified as salespeople but interact with customers.

Answer 1

individuals who are not classified as salespeople but interact with customers.

Question 2

Personal selling is more likely to be used than advertising in situations where

A) customers are geographically dispersed.
B) products are standardized.
C) follow-up calls are important.
D) mass media provide a lot of information about a product.

Answer 2

follow-up calls are important.

Question 3

Which personal selling strategy is used to reduce costs to small or geographically dispersed consumers?

A) Computerization
B) Telemarketing
C) Blind prospecting
D) Trial close

Answer 3

Telemarketing

Question 4

Which sales strategy seeks to increase the efficiency of communication between salespeople and their accounts, and between salespeople and the firm's warehouse?

A) Telemarketing
B) Computerization
C) Sales territory allocation
D) The buyer-seller dyad

Question 5

A two-way flow of communication between a buyer and a seller is referred to as the

A) interactive approach.
B) multistep flow.
C) buyer-seller dyad.
D) communication process.

Question 6

The highest audience waste in personal selling occurs with

A) selling to former customers.
B) direct selling.
C) selling to major accounts.
D) selling to potential customers classified by the same NAICS code as current customers.

Question 7

Compared with advertising, personal selling is less effective in

A) generating customer awareness.
B) closing sales.
C) answering objections.
D) changing attitudes.

Question 8

Which of these is NOT a major advantage of personal selling as compared with advertising?

A) Personal selling has less waste than advertising.
B) Personal selling is less costly than advertising on a per prospect reached basis.
C) Personal selling centers on a more defined and concentrated target market.
D) Those who walk into a store or who are contacted by personal selling are more likely to purchase a product than those who have watched a commercial.

Question 9

"To reassure previous customers as they make a purchase" is an example of a(n) ___-based, demand-oriented personal selling objective.

A) information
B) persuasion
C) reminding
D) institutional

Question 10

A small firm is most likely to organize its sales-force management responsibilities on the basis of

A) geographic area.
B) a centralized approach.
C) product line.
D) customer type.

Question 11

Expenditures are apportioned among salespeople, products, customers, and geographic areas with a

A) sales-expense budget.
B) media plan.
C) marginal-return plan.
D) zero-based budget.

Question 12

Which of these items is LEAST apt to be part of a sales-expense budget?

A) Sales force salaries
B) Sales meetings
C) Sales promotion costs
D) Sales contests

Question 13

Which type of selling position generally deals with arranging displays, restocking items, writing up orders, and completing transactions?

A) Sales engineer
B) Missionary salesperson
C) Order getter
D) Order taker

Question 14

Which of these selling positions is the most involved with generating customer leads, persuading customers, and closing sales?

A) Order getter
B) Order taker
C) Missionary salesperson
D) Service salesperson

Question 15

Which of these selling positions is most likely to involve creative selling?

A) Order taker
B) Order getter
C) Missionary salesperson
D) Service salesperson

Question 16

A missionary salesperson typically

A) distributes information about new goods or services.
B) undertakes delivery, installation, and other follow-up tasks.
C) maintains sales to loyal accounts.
D) utilizes high pressure in an effort to close sales.

Question 17

What kind of salesperson is most likely to describe new pharmaceuticals to physicians (in terms of their value in treatment, side effects, and characteristics)?

A) Order getter
B) Order taker
C) Missionary salesperson
D) Service salesperson

Question 18

A complex product's technical specifications are most often explained to a client by a(n)

A) order getter.
B) service salesperson.
C) sales engineer.
D) order taker.

Question 19

Delivery and follow-up tasks are the prime job responsibilities of a(n)

A) missionary salesperson.
B) order taker.
C) sales engineer.
D) service salesperson.

Question 20

Which sales technique assumes that the market demand pattern is concentrated?

A) Order getting
B) Prospecting
C) The canned sales presentation
D) The need-satisfaction approach

Question 21

What sales technique has been criticized for its inflexibility?

A) The canned sales presentation
B) The need-satisfaction approach
C) Order getting
D) Prospecting

Question 22

What sales technique works best when salesperson training must be short and/or sales personnel are inexperienced?

A) Need-satisfaction approach
B) Canned sales presentation
C) Missionary selling
D) Order getting

Question 23

The sales technique that adapts a sales presentation to each customer based on his/her characteristics and wants is known as

A) the buyer-seller dyad.
B) prospecting.
C) the need-satisfaction approach.
D) the canned sales presentation.

Question 24

The canned sales presentation works best with

A) experienced salespeople.
B) differentiated marketing.
C) expensive, complex items.
D) heavily advertised, routine items.

Question 25

The need-satisfaction approach works best with

A) heavily advertised, pre-sold, routine items.
B) inexperienced salespeople.
C) undifferentiated marketing.
D) expensive, complex items.

Question 26

Selling tasks are outlined in

A) the selling process.
B) sales management.
C) the need-satisfaction approach.
D) a canned sales presentation.

Question 27

A list of customer leads is generated during which stage of the selling process?

A) The pre-approach
B) The approach
C) The follow-up
D) Prospecting

Question 28

General listings of potential customers, such as a phone directory, are used to generate sales contacts in

A) lead prospecting.
B) the pre-approach.
C) vendor analysis.
D) blind prospecting.

Question 29

Past customers are relied upon for referrals in

A) pre-approach selling.
B) lead prospecting.
C) approach selling.
D) blind prospecting.

Question 30

In which stage of the selling process does a salesperson seek to obtain information about customer characteristics from secondary data and other sources?

A) The approach
B) Lead prospecting
C) The pre-approach
D) Blind prospecting

Question 31

The approaching customers stage of the selling process consists of the pre-approach and

A) the greeting.
B) asking questions.
C) prospecting.
D) the sales presentation.

Question 32

During which stage of the selling process would a canned sales or need-satisfaction approach be used?

A) Prospecting
B) The sales presentation
C) The approach
D) Closing the sale

Question 33

In which stage of the selling process does a salesperson attempt to get the customer to agree to make a purchase?

A) Follow-up
B) Sales presentation
C) Approach
D) Closing the sale

Question 34

Planning, implementing, and controlling the personal sales function is conducted in which activity?

A) The selling process
B) The sales-expense budget
C) The buyer-seller dyad
D) Sales management

Question 35

Which of the following salesperson-oriented activities is NOT part of sales management?

A) Salesperson training
B) Salesperson motivation
C) Salesperson evaluation
D) Sales-promotion material development

Question 36

The buyer-seller dyad is most likely to result in a sale if the

A) characteristics of the salesperson and customer are similar.
B) selling process ends with the follow-up.
C) sales-expense budget is efficient.
D) need-satisfaction approach is used.

Question 37

Two or more salespeople may cover the same geographic area when territories are assigned on the basis of

A) ZIP code.
B) product type.
C) geographic area.
D) census tract.

Question 38

In which compensation plan do salespeople have security and selling expenses are known in advance?

A) Combination plan
B) Straight commission plan
C) Straight salary plan
D) Straight bonus plan

Question 39

A salesperson's earnings are most directly related to his or her performance in a ___ plan.

A) straight commission
B) straight salary
C) bonus compensation
D) combination compensation

Question 40

Which of these is the most commonly used salesperson compensation plan?

A) Combination plan
B) Bonus/commission plan
C) Straight commission plan
D) Straight salary plan

Question 41

A major advantage of sales promotion as a marketing tool is

A) the ability to increase long-term sales.
B) the ability to increase short-run sales.
C) the difficulty of competitors to copy.
D) its focus on unique product characteristics.

Question 42

Which of the following is NOT an advantage of sales promotion?

A) Sales promotion helps attract customer traffic.
B) A continuously-run sales promotion can improve a product's image.
C) Sales promotion can help retain loyal customers.
D) Sales promotion can result in increased short-run sales.

Question 43

A major limitation to the use of sales promotion is that

A) it may be tied to patronage.
B) it may be oriented to middlemen and final customers.
C) the marketing focus may be shifted away from the product.
D) impulse purchases can be increased through in-store displays.

Question 44

Sales promotion objectives are generally ___-oriented.

A) image
B) demand
C) product
D) reminder

Question 45

Which of these types of sales promotion is most likely be used by a firm's sales manager?

A) Trade shows
B) Coupons
C) Calendars
D) Trading stamps

Question 46

Sales promotion orientation refers to its

A) local, regional, or national focus.
B) total and per-unit costs.
C) channel member or final consumer focus.
D) short- or long-term time duration.

Question 47

Requirements that channel members or final customers must meet to be eligible for a specific sales promotion comprise

A) sales promotion orientation.
B) sales promotion conditions.
C) contractual terms.
D) cooperative promotions.

Question 48

Which of these forms of sales promotion is most keyed to customer patronage?

A) Trade shows and demonstrations
B) Calendars and matchbooks
C) Contests and sweepstakes
D) Coupons and rebates

Question 49

Which type of sales promotion would be used in conjunction with relationship marketing?

A) Frequent-shopper gifts
B) Demonstrations
C) Coupons
D) Trade shows

Question 50

Which of these types of sales promotion is NOT usually geared to final consumers?

A) Push money
B) Demostrations
C) Multipacks
D) Point-of-purchase displays

Question 51

A machine-tool wholesaler with an outside sales force is interested in reducing selling costs to small accounts. If a personal demonstration of the tools is essential, an alternative the firm should consider is

A) using telemarketing.
B) requiring small accounts to visit its showroom.
C) giving salespeople bonuses based on average sales size.
D) increasing the use of advertising.

Question 52

A firm finds that the cost of a single field sales call is over $150. Although 80 percent of its customers have an average order size of $1,500 or more, the other 20 percent have an average order size of $250 or less. To reduce its selling costs to the latter group, the firm should

A) grant seasonal discounts of 10 percent.
B) provide an extra 10 percent quantity discount on all orders.
C) utilize telemarketing.
D) charge an additional $100 fee on all orders below $500.

Question 53

Salesperson efficiency can be increased by having field sales personnel use notebook computers. With these computers, the sales force can

A) develop point-of-purchase displays for important accounts.
B) reduce territory size through more intensively selling to prospects.
C) evaluate sales territories based upon the buyer-seller dyad.
D) access customer data bases to review a customer's order history.

Question 54

The buyer-seller dyad allows salespeople to

A) adapt each sales presentation to each consumer.
B) utilize canned sales presentations.
C) increase the number of accounts seen in an average day.
D) generate increased consumer awareness for a new product.

Question 55

Personal selling is LESS effective than advertising in

A) converting undecided consumers into buyers.
B) reinforcing advertised messages.
C) inexpensively contacting small numbers of consumers.
D) stimulating interest in a specific product.

Question 56

Salespeople can help consumers reduce cognitive dissonance by

A) following up on sales to recent buyers.
B) adding anecdotes about products during sales presentations.
C) calling on only those prospects with the highest chance of buying.
D) being aggressive in closing the sale.

Question 57

The use of several specialized sales managers is most appropriate in a sales management organization when

A) distinct market segments exist.
B) a firm appeals to a large target market.
C) a firm has one major product line.
D) a firm seeks to reduce its sales-expense budget.

Question 58

Which of these is the most important responsibility of a sales manager?

A) To develop overall marketing plans
B) To develop and update sales forecasts
C) To implement an integrated marketing communications program
D) To reduce overall promotional costs

Question 59

An order taker generally sells what type of products?

A) Those with high perceived risk
B) Those with high brand loyalty
C) New-task products
D) Shopping products

Question 60

An insurance firm wants to hire a new salesperson to service current clients in terms of billing and changes in coverage (such as updating a homeowner's policy to reflect additional coverage of valuables). The firm should hire a(n)

A) order taker.
B) order getter.
C) missionary salesperson.
D) sales engineer.

Question 61

Much of the criticism of salespeople regarding their lack of honesty and the use of high pressure tactics is really aimed at

A) order getters.
B) order takers.
C) missionary salespersons.
D) support salespersons.

Question 62

Which of these types of sales personnel is usually the most highly paid?

A) Missionary salesperson
B) Support salesperson
C) Order taker
D) Order getter

Question 63

What type of salesperson is most likely to be paid on the basis of a straight commission?

A) Sales engineer
B) Missionary salesperson
C) Order getter
D) Order taker

Question 64

Proprietary-drug makers often use detail persons to describe appropriate uses and recommended dosages, as well as explain the possible side effects of new drugs. Although they distribute written material and samples for patient use, detail persons do not actually sell products. What type of salesperson is involved here?

A) Order taker
B) Sales engineer
C) Missionary salesperson
D) Service salesperson

Question 65

Which sales technique is most appropriate when salespersons are inexperienced, their turnover is high, and the products are heavily advertised?

A) Lead prospecting
B) Blind prospecting
C) Canned sales presentation
D) Need-satisfaction approach

Question 66

In comparison with the canned sales presentation, the need-satisfaction approach

A) is more appropriate when salesperson turnover is high.
B) requires more sales training and better-skilled personnel.
C) helps generate sales leads.
D) is more appropriate when dealing with experienced consumers.

Question 67

The need-satisfaction approach closely coincides with

A) differentiated marketing.
B) the sales era of marketing.
C) the marketing concept.
D) the selling concept.

Question 68

A building contractor has purchased a list of new families that have moved into three neighboring towns as a means of increasing business from new accounts. This listing is an example of

A) lead prospecting.
B) blind prospecting.
C) secondary prospecting.
D) the preapproach.

Question 69

Which method of prospecting has the highest wasted audience?

A) Listings of possible customers in a local telephone directory
B) Referrals from current customers based upon a potential gift
C) Listings of possible industrial customers organized by NAICS codes from a trade directory
D) Listings of former customers provided by the sales department

Question 70

Telephoning recent buyers of major appliances and offering them an extended warranty is part of the follow-up stage of the selling process. It can also be considered

A) blind prospecting.
B) lead prospecting.
C) closing the sale.
D) the buyer-seller dyad.

Question 71

A new car dealer is offering $100 to a current customer for his/her referring a new customer. This practice most closely resembles which sales promotion practice?

A) Contests
B) Push money
C) Referral gifts
D) Bonuses

Question 72

During what stage in the selling process would a real-estate salesperson be most likely to ask a client such questions as: "When do you plan to move?" "How many bedrooms and bathrooms do you require?" and "What down payment can you make?"

A) Approach
B) Prospecting
C) Closing the sale
D) Sales presentation

Question 73

Which of these stages of the selling process would usually be omitted in a canned sales presentation?

A) Close
B) Prospecting
C)Answering questions
D)Pre-approach

Question 74

A disadvantage to assigning salespeople on the basis of the similarity of the customer and salesperson is that

A) multiple sales managers are required.
B) two or more salespeople may be needed to cover the same geographic territory.
C) nonselling functions may not be properly carried out.
D) seniority may not be respected.

Question 75

An advantage to assigning sales territories on the basis of geographic area (such as ZIP code) is that salespeople can

A) reduce their travel time and travel expense.
B) handle difficult technical problems.
C) handle life-style market segments.
D) handle demographic market segments.

Question 76

Two salespeople each have territories of equal potential. However, salesperson A's territory is in the downtown area of a major city, while salesperson B has a rural territory. In all likelihood, salesperson B will

A) have a higher average sale per account than salesperson A.
B) have a higher percent of sales per call than salesperson A.
C) be able to make fewer total yearly calls than salesperson A.
D) be able to call on fewer major accounts than salesperson A.

Question 77

The best method for compensating a missionary salesperson is a

A) straight salary plan.
B) straight commission plan.
C) bonus and commission plan.
D) combination plan.

Question 78

A new firm has financial controls so that expenses can be maintained as a constant percentage of sales. The best method of salesperson compensation for this firm is a

A) straight salary plan.
B) bonus and salary plan.
C) straight commission plan.
D) combination plan.

Question 79

A major supermarket provides "instant" coupons for selected products on a shelf location alongside the product. A coupon dispenser provides a coupon to each customer based upon the customer's pressing a button. A major advantage to this "instant" coupon over the traditional coupon format (in which consumers cut coupons in their home) is that

A) the face amount of the coupon can be changed to attract new customers to a product category.
B) coupons are not based on a consumer's purchases.
C) all consumers are eligible for savings due to coupons, not just coupon-cutters.
D) coupons are only distributed to price-sensitive consumers.

Question 80

Which of these is NOT a characteristic of sales promotion?

A) It stresses product-based benefits.
B) It can be oriented to middlemen or consumers.
C) Objectives are generally demand-oriented.
D) It may be keyed to customer patronage.