Deck 12: One-To-One: Trade Promotion,data-Driven Marketing and Personal Selling

Question 1

Business owner Mark often wears a t-shirt given to him by the owner of Insight Advertising,a company Mark does business with.The shirt has the advertising agency's logo on it as well as its address,phone number,and website.The shirt is an example of a/n ________.

A)incentive product
B)premium
C)bonus pack
D)promotional product
E)sample

Answer 1

D

Question 2

Why would Victoria Bitter provide bar owners with 'VB' key rings that can be then given to patrons?

Answer 2

VB is providing bar owners with promotional products such as key rings.These products are provided to build awareness for VB.A company can build awareness and reinforce its image by giving out items with its name on them.

Question 3

Telemarketing ________.

A)is a form of personal selling
B)is a form of direct selling
C)is a form of sales support
D)A and B
E)A,B,and C

Answer 3

D

Question 4

A retail salesperson at a cosmetics counter gets $5 every time they sell a bottle of Britney Spears' latest perfume.A salesperson at a consumer electronics retailer gets a movie voucher every time they sell a particular computer game.Explain the type of sales promotion being illustrated.

Question 5

Trade sales promotions focus on members of the trade including ________.

A)retailers
B)wholesale distributors
C)distribution channel members
D)customers
E)A,B,and C

Question 6

Which of the following statements about direct mail is not true?

A)Direct mail generally offers one particular product at a point in time.
B)The same message is sent to everyone in a direct mail out.
C)Catalogues and direct mail are both forms of mail order.
D)Charities,political groups and not-for-profit organisations can use direct mail.
E)All of the above are true.

Question 7

A wood-burning stove manufacturer that rewards its most successful distributors with a weeklong vacation cruise is using what type of sales promotion?

A)Forward buying
B)A promotional product
C)A merchandise allowance
D)A drawing account
E)Push money

Question 8

________ communication to a consumer or business recipient is designed to generate a response in the form of an order,a request for further information,and/or a visit to a store or other place of business for purchase of a product.

A)Direct selling
B)Data-driven
C)Place-based
D)Promotional selling
E)Out-of-home

Question 9

________ reimburse/s the retailer for in-store support of the product such as point-of-purchase displays.

A)Co-operative advertising
B)A shelf allowance
C)Promotional top-ups
D)Push money
E)A merchandising allowance

Question 10

For which of the following would you expect telemarketing efforts to be the most successful and the most profitable?

A)Asking people for charitable donations
B)Selling double-pane windows to homeowners
C)Selling plastic bottles to a bottling company
D)Selling magazine subscriptions to consumers
E)Selling vacation packages to people who earn $50,000 or more annually

Question 11

Trade shows ________.

A)are a type of sales promotion used to increase product and manufacturer visibility
B)are sources of sales leads or business contacts
C)allow manufacturers to show off their products to wholesalers and retailers
D)are increasingly being conducted online
E)All of the above

Question 12

Last night while watching television in her apartment,Tanya saw a 30-minute program that showed the versatility of the George Foreman grill.She was especially impressed with how the fat was removed from the items being cooked on the grill as well as the speed of cooking.At the end of the program,Tanya was offered a chance to buy a George Foreman grill for herself.Tanya had just watched ________.

A)off-site telemarketing
B)out-of-home media
C)a place-based media
D)an infomercial
E)an example of mobile commerce

Question 13

________ is a discount to the retailer or wholesaler based on the volume of product ordered.

A)A case allowance
B)Push money
C)A merchandising allowance
D)Diverting
E)Forward buying

Question 14

________ include/s signs,banners and shelf ads while ________ include logoed coffee mugs,key rings and fridge magnets.

A)Promotional products; point-of-purchase displays
B)Promotional rebates; freebies
C)Point-of-purchase displays; promotional products
D)Cross promotion; promotional products
E)Point-of-purchase displays; incentive gifts

Question 15

________ is an incentive such as a trip,cash bonus or prize offered by a manufacturer to a salesperson for selling its product.

A)Rebate
B)Merchandise allowance
C)Incentive program
D)Cross promotion
E)Push money

Question 16

________ pay/s the retailer a portion of the advertising costs that feature the manufacturer's products.

A)A case allowance
B)Push money
C)Promotional top-ups
D)Co-operative advertising
E)A merchandising allowance

Question 17

A company producing flavoured vodkas reimburses bar owners who prominently display their vodka and use it in 'cocktails of the day'.The company is providing the bar owners with a ________.

A)promotional reinforcer
B)coupon
C)bundled promotion
D)shelf allowance
E)bonus pack

Question 18

________ take on one of two forms: discounts and increasing industry visibility.

A)Incentive programs
B)Trade sales promotions
C)Trade shows
D)Special/bonus packs
E)Cooperative promotions

Question 19

Which of the following statements about catalogues is true?

A)Catalogues usually provide product descriptions and photos.
B)Catalogues appeal to time-poor consumers.
C)Catalogues can be used to supplement in-store efforts.
D)Catalogues allow marketers to reach consumers in areas too small to support a store.
E)All of the above

Question 20

Infomercials ________.

A)are intended to sell something
B)may resemble a talk show
C)are half-hour or hour long commercials
D)A and C
E)A,B,and C

Question 21

A company is less likely to use personal selling in which of the following situations?

A)If the product is very expensive
B)If a push strategy is used
C)If negotiations are required
D)If there are many small customers
E)A,B,and C

Question 22

The makers of a new soap that will wash and wax cars with only one application has determined that personal selling at the consumer end would not be best for this product.Explain why.

Question 23

________ is a sales technique that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer.

A)Market segregation
B)Transactional selling
C)Proactive marketing
D)Relationship selling
E)Transformational selling

Question 24

Discuss the following statement,'Everyone needs to learn about sales because everyone sells.'

Question 25

PeopleSoft is a software program that businesses can use to create more efficient relationships with suppliers,customers,and employees.To sell the entire software package,the company uses team selling that includes a technical specialist,an accounting expert,a human resources expert,and a sales representative.The sales representative (also known as the ________),will persuade the customer to buy.

A)order getter
B)purchasing agent
C)missionary salesperson
D)order taker
E)relationship manager

Question 26

Organisations rely on personal selling for which of the following reasons?

A)To quickly move a product to the last stage of its product life cycle
B)To avoid use of the 'personal touch'
C)To more efficiently sell complex and/or expensive products
D)To keep their products from moving from the introduction stage to the growth stage of their product life cycle
E)To make more efficient use of the promotional mix

Question 27

PeopleSoft is enterprise application software that businesses can use to create more efficient relationships with suppliers,customers,and employees.To sell the entire software package,the company uses ________ that includes a technical specialist,an accounting expert,a human resources expert,and a sales representative.

A)a selling centre
B)seminar selling
C)relationship marketing
D)a buying centre
E)team selling

Question 28

A company is more likely to use personal selling in which of the following situations?

A)If a push strategy is used
B)If there are many small customers
C)If the product is very expensive
D)A and C
E)A,B,and C

Question 29

An advantage of personal selling is that salespeople ________.

A)learn which competitors are talking to customers
B)are the firm's 'eyes and ears' in the marketplace
C)can gather competitive intelligence
D)A and C
E)A,B,and C

Question 30

At the sales presentation for security software specifically designed to reduce the chances of people hacking into bank websites,the ________ explained the programming involved and demonstrated how a hacker would be deterred.

A)technical specialist
B)order getter
C)proactive salesperson
D)order taker
E)relationship manager

Question 31

A salesperson who believes in winning,keeping,and developing their customers engages in ________.

A)proactive marketing
B)market segregation
C)relationship selling
D)transformational selling
E)transactional selling

Question 32

The ________ is a salesperson who works to develop long-term relationships with particular customers or to generate new sales.

A)order taker
B)sales support
C)new-business salesperson
D)order getter
E)missionary salesperson

Question 33

Compare transactional and relationship selling and provide an example of each from your own personal experiences.

Question 34

When Brenda asked for a burger and fries,she talked to a/n ________ who performed all the activities needed to process the transaction.

A)technical specialist
B)order getter
C)missionary salesperson
D)relationship manager
E)order taker

Question 35

The ________ promotes the firm and tries to stimulate demand for a product but does not actually complete a sale.

A)purchasing agent
B)order taker
C)missionary salesperson
D)order getter
E)relationship manager

Question 36

Which of the following statements about relationship selling is true?

A)Relationship selling primarily uses hard-sell tactics.
B)With relationship selling,the salesperson tries to develop a mutually satisfying relationship with customers.
C)A salesperson selling new tires to tourists who are stranded in his community will more than likely use relationship selling.
D)People who engage in relationship selling do not prospect for new customers.
E)All of the above

Question 37

A company is more likely to use personal selling if ________ but less likely if ________.

A)there are many small customers; a push strategy is used
B)a push strategy is used; there are many small customers
C)the product is very expensive; a push strategy is used
D)there are many small customers; the dollar amount of individual orders is small
E)there are many small customers; the product is expensive

Question 38

________ occurs when a company representative interacts directly with a customer or prospective customer regarding a good or service.

A)Cross-promotion
B)Mass selling
C)Personal selling
D)Sales management
E)Prospecting

Question 39

Why is do you think the image of telemarketers might be more positive in business marketing than it is in consumer marketing?

Question 40

Is personal selling more or less important when companies engage in push strategies?

Question 41

How would you classify an employee of a computer company who contributes expertise in the form of product demonstrations,recommendations for complex equipment,and setup of machinery?

Question 42

Pfizer pharmaceutical representatives call on physicians to convince them to prescribe the latest Pfizer medication over competing products.However,no sale is made until doctors call prescriptions into pharmacies that then place orders through their drug wholesalers.What type of sales position do Pfizer pharmaceutical representative hold?

Question 43

During the ________ stage of the creative selling process,a salesperson might learn that the prospect is an avid soccer fan,an antique car collector,and a father of three teenagers.

A)sales presentation
B)feedback
C)qualifying
D)pre-approach
E)cold call

Question 44

Prospecting is the part of the selling process that includes identifying and developing a list of potential or prospective customers.

Question 45

In which stage of the creative selling process would the sales clerk say,'Will you be paying cash for this purchase?'?

A)Prospecting
B)Pre-approach
C)Closing
D)Bird dogging
E)Handling an objection

Question 46

How would you classify an employee of a computer company who processes a computer purchase over the phone?

Question 47

An appliance store is having an early Saturday morning sale.Purchases must be made between 7 a.m.and 11 a.m.before the price of the sale items goes up 15 percent.In the advertisement for the sale,it is noted that there are no guarantees or warranties that will accompany products being sold at the low sale price.What sales approach is being implemented by this store regarding this sale?

Question 48

Sales managers rate ________ as the single most important attribute they look for when hiring relationship salespeople.

A)listening skills
B)talking stills
C)outgoing personality
D)formal education
E)product knowledge

Question 49

Expert Security makes safes for storing valuables.When Ed sold safes for the company,he would deal with a prospect's concerns such as the cost of the safe and then ask,'Are you ready to purchase a safe for your family,or are there other concerns that we need to discuss?' When Ed asked this question,he was ________.

A)showing customer empathy
B)creating rapport
C)still engaged in the approach stage of the creative selling process
D)using a last objection close
E)using a standing-room-only close

Question 50

During the ________ step,salespeople for hi-tech exercise equipment try to determine the specific needs of each gym and recreation centre that might purchase it.

A)sales presentation
B)close
C)prospecting
D)approach
E)pre-approach

Question 51

When Sarah worked as a telemarketer,she would start her call with the same statement,'Our environmental specialists will be in your area tomorrow.Would you like them to show you how you can save money?' In which part of the creative selling process was Sarah engaged?

A)Niche marketing
B)Determining potential objections
C)Researching the pre-approach
D)Prospecting
E)E-commerce

Question 52

A business wants to build a new facility in a commercial industrial park and must get approval from the planning board members from the town of the industrial park.At a planning board meeting,the president of the business elaborates on the positive aspects the town will receive by having this business move into this location.The business' lawyer walks the board members through all zoning and environment laws and requirements showing that the business plans are within acceptable requirements.The business' architect shows pictures of what the newly proposed building will look like.What type of selling is occurring by the employees of this business?

Question 53

Expert Security makes safes for storing valuables such as jewellery,firearms,and family records.When Ed sold safes for the company,he had to be prepared with a response when a prospect said,'I have no room for a safe' or 'My children would never play with my rifle.' In other words,Ed had to ________.

A)use a canned sales presentation
B)treat each sale as a transaction
C)prepare several different closings
D)know how to deal with common objections
E)avoid cold calling

Question 54

As the salesperson entered the prospect's office,the salesperson extended his hand and said,'Your mate John Jones suggested I call on you.' This would occur in which stage of the creative selling process?

A)Prospecting and qualifying
B)The approach
C)The close
D)The pre-approach
E)The referral

Question 55

In which stage of the creative selling process would the sales clerk say,'I appreciate this model is more expensive,but it does have additional features and a three-year full replacement warranty.'?

A)Closing
B)Prospecting
C)Handling an objection
D)Bird dogging
E)Pre-approach

Question 56

Carl works for a company that produces high-end golf clubs.If Carl tells a prospect 'These clubs are on sale this week.If you wait until next week,you'll spend at least $200 more.' he is using the ________close.

A)canned
B)stimulus-response
C)formulated
D)hot-potato
E)standing-room-only

Question 57

A major manufacturer of automobile tires sells their products at their own retail stores.When a tire is sold,the customer can return to any manufacturers' retail store and the tire can be rotated on the car at no expense to the customer.Should a repair to the tire be needed,the customer will receive a discount from the list price.What selling approach is this manufacturer implementing?

Question 58

Without prior introduction or arrangement,telemarketers telephone your home and business offering to sell you a variety of products.Telemarketers engage in what form of prospecting?

A)Bridge spanning
B)Referral chain
C)Bird dogging
D)Spamming
E)Cold calling

Question 59

After a salesperson has made a sale,he asks his customer if she knows of anyone else who might also be interested in buying his products.Referrals are one method used in ________.

A)prospecting
B)niche marketing
C)cold calling
D)researching the pre-approach
E)determining potential objections

Question 60

Relationship selling involves securing,developing,and maintaining long-term relationships with profitable customers.Identify a product.How is each of these steps being accomplished with regards to the sale of this product to a customer?

Question 61

A manufacturing company has each salesperson attend a three-week formal course at the time of hiring so the salesperson can learn about the products and working procedures of the company.Each calendar year every salesperson attends workshop style meetings to learn new skills in terms of customer service and time management.Why is the company doing this?

Question 62

How can a sales manager evaluate their sales force?

Question 63

Discuss the different approaches a sales person can use to close a sale.Provide an example of what a sales person might say for each approach.

Question 64

Which of the following is not an example of a sales performance objective a sales manager might set for his sales force?

A)Each salesperson should have at least $400,000 in net sales annually.
B)Each salesperson must get at least one referral from each customer.
C)Each salesperson must call on three new prospects each week.
D)Each salesperson should achieve at least 6 out of 10 in customer satisfaction survey.
E)Each salesperson must create at least three advertisements and one press release per month.

Question 65

Relate the statement 'You never get a second chance to make a good first impression' to Step 3 of the creative selling process.

Question 66

What is the final step in the creative selling process and why is it important?

Question 67

The final stage of the creative selling process is the close.

Question 68

A downside of sales contests is that ________.

A)they can be easily overused
B)they may eliminate any long-term sales increases
C)they motivate salespeople to simply wait to sell subject products until the contest period
D)A and B
E)A,B,and C

Question 69

Which of the following is an example of a sales performance objective a sales manager might set for their sales force?

A)Each salesperson must follow-up each sale within 24 hours of closing the sale.
B)Each salesperson must spend one night a week on the road.
C)Each salesperson must make ten cold calls each week.
D)Each salesperson must call on four customers each day.
E)All of the above

Question 70

Personal selling is a team effort that requires careful planning and having salespeople available when and where customers need them.Discuss the major decisions associated with sales management.

Question 71

Each salesperson has the responsibility for a set group of customers.This group of customers is referred to as the salesperson's ________.

A)sales chain
B)buying centre
C)selling centre
D)sales team
E)sales territory

Question 72

________ is the process of planning,implementing,and controlling the personal selling function.

A)Promotion management
B)Operations management
C)Sales management
D)The management of mass marketing activities
E)Marketing management

Question 73

Explain what occurs in the first two steps of the creative selling process.

Question 74

The sales presentation lays out the benefits of the product and its advantages over its competition.

Question 75

Individual salesperson performance can be evaluated by ________.

A)comparing the number of products sold in each sales territory
B)measuring it against sales quotas for individual sales territories
C)calculating the dollar amount of net sales for individual sales territories
D)determining the number of sales closed
E)Any of the above

Question 76

A straight salary compensation plan ties an individual's compensation directly to his or her personal performance.

Question 77

Asking 'Are you ready to order?' is an example of a standing-room-only close.

Question 78

Setting a target of contacting five customers per week to touch base with is an example of a sales performance objective.

Question 79

Kim Smith is a sales manager for IBM.When organising her sale teams in determining the best strategy for success,Kim decided to have each team focus on only one very large customer for IBM.Kim has taken the ________ strategy in organising her sales teams.

A)general product line
B)cold calling
C)key account
D)geographic structure
E)industry specialisation