Deck 20: Personal Selling and Sales Management

Question 1

Which of the following statements regarding the role of salespeople is most accurate?

A) Salespeople can identify creative solutions to customer problems.
B) Salespeople have the greatest say in company policy and therefore are its customers' greatest advocates.
C) Salespeople truly know their customers and therefore are the best resource for segmenting and selecting target markets.
D) Salespeople are the most highly trained of all a firm's employees and therefore offer the greatest customer security.
E) Salespeople are traditionally given greater authority than other company employees and therefore can offer customers the best financial terms for their purchases.

Answer 1

A

Question 2

Sales management refers to __________.

A) the planning the selling program and implementing and evaluating the personal selling effort of the firm
B) the process of allocating funds for promotion and advertising
C) the recruiting, hiring, and training of a company's salesforce
D) the segmentation and selection of target markets to be addressed by a company's salesforce
E) the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision

Answer 2

A

Question 3

PRIMARY way in which relationship selling creates customer value is by __________.

A) assigning a single sales representative to a single customer
B) learning the customer's needs to maintain a long-term relationship of trust and respect
C) guaranteeing fair and equitable prices for each client regardless of the size of the purchase
D) providing cumulative discounts based on customer loyalty and the length of the customer relationship
E) guaranteeing fair and equitable sales practices for each customer regardless of the frequency of the purchase

Answer 3

B

Question 4

Which of the following statements regarding the role of salespeople is most accurate?

A) Salespeople have the greatest say in company policy and therefore are the customer's greatest advocates.
B) Salespeople truly know their customers and therefore are the best resource for segmenting and selecting target markets.
C) Salespeople are the most highly trained of all a firm's employees and therefore offer the greatest customer security.
D) Salespeople create customer value by providing follow through after the sale.
E) Salespeople are traditionally given greater authority than other company employees and therefore can offer customers the best financial terms for their purchases.

Question 5

practice whereby buyers and sellers combine their expertise and resources to create customized solutions,commit to joint planning,and share customer,competitive,and company information for their mutual benefit,and ultimately the benefit of the customer,is referred to as __________.

A) multichannel selling
B) cross-functional selling
C) partnership selling
D) relationship selling
E) customized ordering

Question 6

Lindsey Smith sees her selling orientation and customer relationship philosophy as including _____.

A) simplifying sales presentations for technical products
B) increasing the importance of the advertising element of the company's promotion mix
C) developing a team of professionals in selling to and servicing key customers
D) creating value in customer relationships by emphasizing the company's product innovations, solutions, and service
E) establishing brand recognition for Molecular Imaging Products as distinct from GE Healthcare

Question 7

Relationship selling refers to __________.

A) the assignment of a single salesperson to a single customer throughout the entire sales process
B) buyers and sellers combining their expertise and resources to create customized solutions; commit to joint planning; and share customer, competitive, and company information for their mutual benefit, and ultimately the customer
C) the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time
D) the practice of using an entire team of professionals in selling to and servicing key customers
E) the practice of maintaining contact with a customer on a regularly scheduled basis following the initial sale of a product or service

Question 8

Virtually every occupation that involves customer contact has an element of personal selling in it.The Bureau of Labor Statistics reports that almost __________ people are employed in sales positions in the U.S.

A) 5 million
B) 10 million
C) 14 million
D) 18 million
E) 24 million

Question 9

Personal selling serves three major roles in a firm's overall marketing effort.Salespeople: (1)are the critical link between a firm and its customers; (2)are the company in consumers' eyes; and (3)__________.

A) play a key role in research and development
B) are the ultimate channel of distribution
C) provide the most valuable resource for segmenting and selecting target markets
D) are one of many people in a firm that contacts potential customers
E) may play a dominant role in a firm's marketing program

Question 10

practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time is referred to as __________.

A) order processing
B) order taking
C) customer value creation
D) relationship selling
E) partnership selling

Question 11

tasks involved in managing personal selling include the following: setting objectives; organizing the salesforce; recruiting,selecting,training,and compensating salespeople; and __________.

A) identifying potential target markets
B) evaluating the performance of individual salespeople
C) using salesforce input to make product modifications
D) maintaining open communications between sales representatives and all other stakeholders
E) designing new promotional campaigns for the purpose of generating new sales

Question 12

two-way flow of communication between a buyer and seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision is referred to as __________.

A) sales management
B) personal selling
C) sales promotion
D) direct selling
E) marketing management

Question 13

Selling often serves as a stepping-stone to top management.In fact,approximately __________ of the chief executive officers (CEOs)in the largest U.S.corporations have significant sales and marketing experience in their work history.

A) 5%
B) 10%
C) 15%
D) 20%
E) 25%

Question 14

Partnership selling refers to __________.

A) the creation of cross-functional selling teams designed to provide the ultimate consumer with the best possible product and service
B) the practice of using an entire team of professionals in selling to and servicing major customers
C) an illegal practice whereby buyers and sellers combine their expertise and resources to share customer, competitive, and company information for their personal benefit
D) a legal but unethical practice whereby buyers and sellers combine their expertise and resources to share customer, competitive, and company information for their personal benefit
E) the practice whereby buyers and sellers combine their expertise and resources to create customized solutions, commit to joint planning, and share customer, competitive, and company information for their mutual benefit, and ultimately the benefit of the customer

Question 15

Which of the following does Lindsey Smith list as one of the ingredients necessary for a successful sales career?

A) education
B) good looks
C) integrity
D) technical proficiency
E) networking

Question 16

Personal selling serves three major roles in a firm's overall marketing effort.Salespeople: (1)are the critical link between a firm and its customers; (2)__________; and (3)may play a dominant role in a firm's marketing program.

A) play a key role in research and development
B) are the company in consumers' eyes
C) play a dominant role in implementing an organization's pull strategy
D) provide the most valuable resource for segmenting and selecting target markets
E) are one of many people in a firm that contacts potential customers

Question 17

Planning the selling program and implementing and evaluating the personal selling effort of the firm are referred to as __________.

A) relationship marketing
B) team selling
C) personal selling
D) sales engineering
E) sales management

Question 18

Personal selling requires the __________ flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or a group's purchase decision.

A) direct
B) indirect
C) unsolicited
D) two-way
E) recursive

Question 19

tasks involved in managing personal selling include organizing the salesforce; __________; recruiting,selecting,training,and compensating salespeople; and evaluating the performance of individual salespeople.

A) identifying potential target markets
B) using customer input to make product modifications
C) designing new promotional campaigns for the purpose of generating new sales
D) setting objectives
E) maintaining open communications between sales representatives and all other stakeholders

Question 20

tasks involved in managing personal selling include all of the following EXCEPT __________.

A) selecting salespeople
B) evaluating the performance of individual salespeople
C) setting sales objectives
D) organizing the salesforce
E) designing new sales promotional campaigns for the purpose of generating new sales

Question 21

Broadly speaking,there are three types of personal selling: _________,order getting,and customer sales support.

A) consumer getting
B) order processing
C) online telemarketing
D) order taking
E) suggestive selling

Question 22

a recent shopping excursion at a local Target store,Jim Krause went from aisle to aisle selecting the products he needed.He bought a variety of products,including shampoo,toothpaste,a green plant for his office,and several pair of socks.Interestingly,the only salesperson Krause encountered was the person at the checkout counter.The checkout person at Target is an example of a(n)__________.

A) inside order getter
B) outside order getter
C) temporary order getter
D) inside order taker
E) outside order taker

Question 23

use of toll-free telephone numbers that customers call to obtain information about products and make purchases is referred to as __________.

A) inbound telemarketing
B) outbound telemarketing
C) outbound videoconferencing
D) interactive marketing
E) multichannel selling

Question 24

Frito-Lay Photo
Inside order takers are also referred to as __________.

A) managers
B) directors
C) missionaries
D) salesclerks
E) go-getters

Question 25

three types of personal selling are order taking,order getting,and __________.

A) customer sales support
B) order fulfillment
C) order management
D) order processing
E) order shipment

Question 26

Partnership selling is sometimes referred to as __________.

A) enterprise selling
B) transactional selling
C) strategic selling
D) creative selling
E) synergistic selling

Question 27

Frito-Lay Photo
Sales people called __________ typically answer simple questions,take orders,and complete transactions with customers.

A) managers
B) directors
C) outside order takers
D) inside order takers
E) go-getters

Question 28

types of order takers exist.__________ visit customers and replenish inventory stocks of resellers whereas __________ typically answer simple questions,take orders,and complete transactions with customers.

A) Inside order takers; outside order takers
B) Inside order takers; outside order clerks
C) Outside order takers; inside order takers
D) Salesclerks; inbound telemarketers
E) Inside order clerks; outside order takers

Question 29

Salespeople called __________ visit customers and replenish inventory stocks of resellers,such as retailers or wholesalers.

A) inside order takers
B) outside order takers
C) inbound telemarketers
D) outbound telemarketers
E) management order takers

Question 30

salesperson who processes routine orders or reorders for products that were already sold by the company is referred to as a(n)__________.

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

Question 31

Frito-Lay Photo
Frito-Lay salesperson shown in the photo above is an __________ who is taking inventory of available products at a supermarket.

A) inside order taker
B) interactive order taker
C) outside order taker
D) order clerk
E) order getter

Question 32

has 30 information technology hardware and software specialists,business consultants,and engineers working at Charles Schwab,a large brokerage firm,all under the direction of a senior IBM sales executive.They are creating and managing a complex financial planning system that helps Schwab clients with their retirement planning.This is an example of __________.

A) transactional selling
B) partnership selling
C) strategic alliance selling
D) creative selling
E) synergistic selling

Question 33

Which type of salesperson would routinely be involved in an industrial straight rebuy situation?

A) an outside order taker
B) an order getter
C) a missionary salesperson
D) a sales engineer
E) an inside order taker

Question 34

a Frito-Lay salesperson,such as the one shown in the photo above,takes an inventory of Doritos chips to ensure that the snacks are in adequate supply on retailers' shelves,what form of buying decision does the manager engage in?

A) new buy
B) modified rebuy
C) straight rebuy
D) team rebuy
E) need rebuy

Question 35

Personal selling assumes many forms based on the __________ and the __________ to perform the sales task.

A) size of the salesforce; financial outlay
B) complexity of the product; amount of sales training
C) amount of selling done; amount of creativity required
D) amount of creativity required; amount of sales training required
E) complexity of the product; financial outlay

Question 36

primary responsibility of order takers is to __________.

A) "preach" the benefits of a new product or service to a customer, rather than close the sale
B) build market share in his or her territory
C) convince a customer from a competitor to switch to the firm's product or brand
D) preserve an ongoing relationship with existing customers and maintain sales
E) create a sense of goodwill not only to the brand but also to the entire product mix of the firm

Question 37

order taker refers to a __________.

A) salesperson who specializes in identifying, analyzing, and solving customer problems, but who does not actually sell products and services
B) salesperson who processes routine orders or reorders for products that were already sold by the company
C) salesperson who identifies prospective customers, provides them with information, persuades them to buy, closes sales, and follows up on their use of a product or service
D) person on the selling team who is responsible for obtaining qualified leads
E) member of the sales support team who does not directly solicit orders but rather concentrates on performing promotional activities and introducing new products

Question 38

Marilyn called the Butterball toll-free hotline to learn how to prepare her Thanksgiving turkey and dressing.This telephone number is an example of __________.

A) interactive marketing
B) multichannel selling
C) outbound telemarketing
D) social networking
E) inbound telemarketing

Question 39

Salespeople called outside order takers visit customers and __________ of resellers.

A) solve most of the technical problems
B) represent products with many purchase options
C) help design the product displays
D) train the personnel management
E) replenish inventory stocks

Question 40

Whitaker works for American Greetings.Included in his job description are the following responsibilities: (1)stock and arrange point-of-purchase displays of present customers-60 percent of his work week,and (2)receive orders from customers and complete the transactions-40 percent of his work week.Whitaker is primarily engaged in which type of selling?

A) outside order taking
B) relationship selling
C) inside order taking
D) outside order getting
E) missionary sales

Question 41

Industry research shows that outside order getters,or field service representatives,spend 41 percent of their time selling,and another __________ is devoted to administrative tasks,meetings,service calls,travel,and training.

A) 5 percent
B) 10 percent
C) 16 percent
D) 21 percent
E) 28 percent

Question 42

Which form of personal selling has the lowest requirement for problem solving?

A) order taker
B) order getter
C) sales engineer
D) missionary salesperson
E) partnership selling

Question 43

is estimated that the average cost of a single field sales call on a business customer is about __________,factoring in salespeople compensation,benefits,and travel-and-entertainment expenses.

A) $150
B) $250
C) $300
D) $350
E) $400

Question 44

sales engineer is a __________.

A) salesperson who specializes in identifying, analyzing, and solving customer problems and brings know-how and technical expertise to the selling situation, but often does not actually sell products and services
B) salesperson who processes routine orders or reorders for products that are presold by the company
C) salesperson who identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on a customer's use of a product or service
D) person on the selling team who is responsible for supervising his or her company's R&D expenditures
E) member of the sales support team who does not directly solicit orders but rather concentrates on performing promotional activities and introducing new products

Question 45

Which of the following statements regarding order getters is most accurate?

A) Order getters often replenish a retailer's inventories.
B) Order getters handle orders obtained on inbound telemarketing
C) Order getters typically process reorders for products already sold by the company.
D) Order getter sales calls traditionally require the lowest financial investment from the firm.
E) Order getter sales calls traditionally require a high per-sales-call cost.

Question 46

salesperson who specializes in identifying,analyzing,and solving customer problems and brings know-how and technical expertise to the selling situation,but often does not actually sell products and services,is referred to as a __________.

A) specialized order taker
B) designated order getter
C) missionary salesperson
D) sales engineer
E) sales technician

Question 47

percentage of a sales representative's time is spent selling?

A) 32 percent
B) 41 percent
C) 48 percent
D) 53 percent
E) 55 percent

Question 48

order getter refers to __________.

A) a salesperson who specializes in identifying, analyzing, and solving customer problems, but who does not actually sell products and services
B) a salesperson who processes routine orders or reorders for products that are presold by the outbound telemarketers
C) a salesperson who sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers' use of a product or service
D) a person on the selling team who is responsible for obtaining qualified leads
E) a member of the sales support team who does not directly solicit orders but rather concentrates on performing promotional activities and introducing new products

Question 49

Sales support personnel who do not directly solicit orders but rather concentrate on performing promotional activities and introducing new products are referred to as __________.

A) inside order takers
B) missionary salespeople
C) outside order getters
D) sales engineers
E) outbound telemarketers

Question 50

Margot called the toll-free number to order one dozen water lilies from the Van Ness Water Gardens website,the firm was using __________.

A) interactive marketing
B) multichannel selling
C) inbound telemarketing
D) outbound telemarketing
E) social networking

Question 51

Which of the following statements regarding order getters is most accurate?

A) Order getters need a high degree of creativity.
B) Order getters often replenish a retailer's inventories.
C) Order getters handle orders obtained on inbound telemarketing.
D) Order getters typically process reorders for products already sold by the company.
E) Order getter sales calls traditionally require the lowest financial investment from the firm.

Question 52

practice of using the telephone rather than personal visits to contact customers is referred to as __________.

A) missionary selling
B) outbound telemarketing
C) cold canvassing
D) inbound telemarketing
E) team selling

Question 53

Jason called the toll-free number to order two children's books from the Chinaberry catalog,the firm was using __________.

A) social networking
B) interactive marketing
C) multichannel selling
D) inbound telemarketing
E) outbound telemarketing

Question 54

Missionary salespeople are __________.

A) salespeople who specialize in identifying, analyzing, and solving customer problems, but who do not actually sell products and services
B) salespeople who process routine orders for products that are presold by the company
C) salespeople who identify prospective customers, provide customers with information, persuade customers to buy, close sales, and follow up on a customer's use of the product or service
D) people on the selling team who are responsible for obtaining qualified leads
E) sales support personnel who do not directly solicit orders but rather concentrate on performing promotional activities and introducing new products

Question 55

Industry research shows that outside order getters,or field service representatives,often work over __________ per week.

A) 30 hours
B) 50 hours
C) 55 hours
D) 60 hours
E) 65 hours

Question 56

Which type of sales personnel concentrates on performing promotional activities but generally does not solicit actual sales orders?

A) missionary salespeople
B) sales engineers
C) outside order getters
D) inside order getters
E) outbound telemarketers

Question 57

Which of the following statements regarding order getters is most accurate?

A) Order getters often replenish a retailer's inventories.
B) Order getters are most often used in new-buy or modified rebuy situations.
C) Order getters handle orders obtained on inbound telemarketing.
D) Order getters typically process reorders for products already sold by the company.
E) Order getter sales calls traditionally require the lowest financial investment from the firm.

Question 58

Which of the following statements regarding order getters is most accurate?

A) Order getters often replenish a retailer's inventories.
B) Order getters handle orders obtained on inbound telemarketing.
C) Order getters require considerable product knowledge.
D) Order getters typically process reorders for products already sold by the company.
E) Order getter sales calls traditionally require the lowest financial investment from the firm.

Question 59

Norma Adler works for Tyco Healthcare.Her job is to visit hospitals and meet with staff to explain the equipment that Tyco manufactures for use in operating rooms.Although Adler is part of her company's salesforce,she does not directly solicit orders.Adler is what type of salesperson?

A) an inside order taker
B) an outside order getter
C) a missionary salesperson
D) a sales engineer
E) a sales team coordinator

Question 60

is estimated that the average cost of an outbound telemarketing sales call on a business customer is about __________,versus $350 for a single field sales call.

A) $10 to $15
B) $15 to $20
C) $20 to $25
D) $30 to $40
E) $40 to $50

Question 61

personal selling process refers to__________.

A) the activities that begin with the prospecting of potential leads and end with the final closing of a sale
B) the three sales activities that include identifying a customer with an unfilled need, identifying a product or service that could satisfy that need, and initiating a formalized exchange or sale
C) the formalized sales protocol used by a company's salesforce to ensure a consistent quality sales presentation
D) the sales activities occurring before, during, and after the sale itself, consisting of six stages: prospecting, preapproach, approach, presentation, close, and follow-up
E) the sequential steps taken to close a sale including finalizing product benefits, arranging for distribution, and arranging for payment

Question 62

FedEx uses sales personnel,carrier management specialists,and engineering and administrative executives who continually find ways to improve the technology of shipping goods across town and around the world.This type of sales approach is called __________.

A) team selling
B) formula selling
C) partnership selling
D) missionary selling
E) order taking

Question 63

Today,__________ of companies employ cross-functional teams of professionals to work with customers to improve relationships,find better ways of doing things,and,of course,create and sustain value for their customers.

A) 15%
B) 20%
C) 45%
D) 75%
E) 90%

Question 64

selling would most likely be used by a company that sells __________.

A) file cabinets
B) washing machines
C) dining room tables
D) four-wheel drive sports utility vehicle (SUVs)
E) sophisticated computer systems

Question 65

Seminar selling is a method of personal selling in which __________.

A) the company provides a free audit of the buyers' purchase behaviors to identify any weaknesses and then provides formal training on more effective buying behaviors
B) a group of the organization's R&D personnel conducts a product demonstration and training seminar for all major customers
C) salespeople and other company resource people meet with buyers to discuss problems and opportunities
D) a company sales team conducts an educational program for a customer's technical staff to describe state-of-the-art developments
E) a company selling services tries to overcome the problems associated with the intangibility of service

Question 66

FloNetwork,Inc.is a company that has developed automation solutions for electronic marketing.Its software is able to handle all aspects of permission marketing-based campaigns from list generation and e-mail deployment to real-time tracking and in-depth analysis.To sell its system,the company conducts educational programs targeted to the technical staff in a prospective customer's information technology (IT)department to discuss recent technological developments with the product.In this situation,FloNetwork uses __________.

A) partnership selling
B) seminar selling
C) conference selling
D) sales engineers
E) formula selling

Question 67

selling refers to the practice of __________.

A) using an entire team of professionals in selling to and servicing major customers
B) sending an entire team of a firm's sales representatives into the field
C) combining the expertise and resources of buyers and sellers to create customized solutions, commit to joint planning, and share customer, competitive, and company information for their mutual benefit, and ultimately the customer
D) sending a group of sales representatives to concentrate on performing promotional activities and introducing new products
E) assigning a team of sales representatives, each with his or her own unique product, to the same geographic sales territory to ensure that the company can meet the needs of these customers

Question 68

Figure 20-3
shown in Figure 20-3 above,"A" is the__________ stage in the personal selling process.

A) approach
B) preapproach
C) presentation
D) prospecting
E) follow-up

Question 69

practice of using a group of professionals in selling to and servicing major customers refers to __________.

A) cooperative selling
B) missionary sales
C) sales engineering
D) team selling
E) partnership selling

Question 70

two basic forms of team selling are __________.

A) augmented selling and integrated selling
B) enterprise selling and strategic alliance selling
C) cross-functional teams and cross-tier teams
D) conference selling and seminar selling
E) network selling and matrix selling

Question 71

DuPont assigned chemists,sales and marketing executives,and regulatory specialists to create an herbicide for corn growers that recorded sales of $57 million in its first year.This type of sales approach is referred to as __________.

A) partnership selling
B) missionary selling
C) team selling
D) order taking
E) formula selling

Question 72

Figure 20-3
shown in Figure 20-3 above,"B" is the__________ stage in the personal selling process.

A) presentation
B) approach
C) prospecting
D) follow-up
E) preapproach

Question 73

personal selling process encompasses __________ distinct selling stages.

A) 3
B) 4
C) 5
D) 6
E) 7

Question 74

method of selling in which a salesperson and other company resource people meet with buyers to discuss problems and opportunities is referred to as __________.

A) conference selling
B) team selling
C) seminar selling
D) outbound telemarketing
E) formula selling

Question 75

Sales activities occurring before,during,and after the sale itself,consisting of six stages,are referred to as __________.

A) the new-product process
B) the strategic marketing process
C) the personal selling process
D) the consumer purchase decision process
E) relational selling

Question 76

Figure 20-3
shown in Figure 20-3 above,"C" is the__________ stage in the personal selling process.

A) presentation
B) follow-up
C) prospecting
D) preapproach
E) approach

Question 77

Procter & Gamble uses teams of marketing,sales,advertising,computer systems,and supply chain personnel to work with its major retailers,such as Walmart,to identify ways to develop,promote,and deliver products.This type of sales approach is called __________.

A) partnership selling
B) missionary selling
C) order taking
D) team selling
E) formula selling

Question 78

TransWave International is a company that markets patented electronic sensors as an early warning device for locating potential problems with buried pipelines.TransWave sends an environmental expert,a safety engineer,a legal representative to explain new regulations enacted by the U.S.Office of Pipeline Safety,and an experienced pipeline expert when it meets with a prospect.This is an example of how TransWave uses __________.

A) partnership selling
B) order getting
C) functional selling
D) sales engineering
E) team selling

Question 79

conference selling,__________.

A) buyers and sellers meet through a technology-based forum (telephone or video conference call such as WebEx, etc.) because person-to-person meetings are too expensive due to the cost of air travel
B) the sale has already been finalized but the buyer and seller meet to discuss delivery details
C) a salesperson and other company resource people meet with buyers to discuss problems and opportunities
D) a company team conducts an educational program for a customer's technical staff, describing state-of-the-art developments
E) a form of mass selling occurs via electronic marketplaces such as eBay, Facebook, and Salesforce.com

Question 80

firms such as Xerox use a cross-functional sales practice known as __________.

A) collaborative selling
B) team selling
C) cooperative selling
D) account selling
E) formula selling