Deck 14: Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Question 1

Which of the following is a discount to the retailer or wholesaler based on the volume of product ordered?

A)merchandising allowance
B)case allowance
C)forward buying allowance
D)push money
E)incentive program

Answer 1

B

Question 2

Which of the following is NOT a form of direct marketing?

A)mass marketing
B)catalogs
C)direct mail
D)telemarketing
E)m-commerce

Answer 2

A

Question 3

The National Do Not Call Registry was established by which of the following?

A)the Federal Trade Commission (FTC)
B)the Direct Marketing Association (DMA)
C)the Consumer Review
D)the American Marketing Association (AMA)
E)the Robinson-Patman Act

Answer 3

A

Question 4

Someone who orders a product through a catalog is responding to ________.

A)place-based communication
B)point of purchase selling
C)direct marketing
D)direct selling
E)personal selling

Question 5

Catalogs,brochures,and pamphlets are all examples of which type of marketing?

A)direct mail
B)catalog
C)mail order
D)personal
E)m-commerce

Question 6

Which type of allowance is a reimbursement to retailers for in-store support of a product,such as an off-shelf display?

A)merchandising
B)case
C)diverting
D)advertising
E)co-op

Question 7

A trade show is a way for a company to do all of the following EXCEPT which one?

A)distribute literature about its product
B)pay a bonus to members of its salesforce
C)give away sample products
D)establish new business contacts
E)showcase its new products in elaborate exhibits

Question 8

________ attempts to influence consumers while they are in the store by catching their attention with signs and showcased merchandise.

A)Brand placement
B)An incentive program
C)A promotional product
D)A point of purchase display
E)A trade show

Question 9

A collection of products offered for sale in book form,usually consisting of product descriptions accompanied by photos of the items,is a ________.

A)brochure
B)pamphlet
C)catalog
D)direct-mail item
E)junk-mail item

Question 10

Which of the following is an example of a discount promotion given to members of the distribution channel?

A)incentive programs
B)trade shows
C)co-op advertising
D)SPIF programs
E)promotional products

Question 11

The modern catalog consumer is most likely which of the following?

A)someone who has little or no access to retail stores
B)someone who has little or no access to Internet technologies
C)someone who wants to save time shopping
D)someone who shops only for sales bargains
E)someone who does not accept telemarketing calls

Question 12

________ involves a channel member purchasing large quantities of a product during a discount period,warehousing the product,and not buying the product again until another discount is offered.

A)Hoarding
B)Forward buying
C)Rebating
D)Co-op buying
E)Discounting

Question 13

What are two major forms of direct-response television (DRTV)?

A)shows on home shopping networks and infomercials
B)home-selling and toll-free response
C)home television response and attention commercials
D)direct selling and m-commerce
E)home shopping networks and short-messaging systems

Question 14

________ involves a retailer buying a product at a discounted promotional price,warehousing it,and after the promotion has expired,selling the inventory to other retailers at a price that is lower than the manufacturer's nondiscounted price but high enough to turn a profit for the retailer.

A)Hoarding
B)Forward buying
C)Diverting
D)Discounting
E)Rebating

Question 15

The "m" in m-commerce stands for ________.

A)medium-oriented
B)mobile
C)message-oriented
D)marketplace
E)marketspace

Question 16

________ is direct communication to a consumer that is conducted over the telephone.

A)Direct order
B)Telemarketing
C)Direct-response advertising
D)Direct selling
E)Promotional selling

Question 17

Which kind of marketing involves sending a brochure or pamphlet that offers a specific good or service at one point in time?

A)personal marketing
B)telemarketing
C)direct mail
D)catalog
E)spam

Question 18

A 30-minute television advertising program marketing a single product is referred to as a(n)________.

A)home shopping network
B)infomercial
C)short-messaging system
D)m-commercial
E)mass marketing advertisement

Question 19

Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product?

A)a rebate
B)a merchandising allowance
C)a premium
D)a cross-promotion
E)push money

Question 20

Businesses selling to other businesses use ________ to keep in personal contact with smaller customers at much less cost than face-to-face sales calls.

A)telemarketing
B)direct-response advertising
C)catalog marketing
D)direct selling
E)promotional selling

Question 21

Prospect and qualify is the step in the creative selling process in which the salesperson ________.

A)meets the customer for the first time
B)learns as much as possible about a prospective customer before making a sales call
C)identifies potential qualified customers
D)conveys the product's competitive advantages to a potential customer
E)clarifies and overcomes a customer's concerns about buying

Question 22

PeopleSoft is an 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 ________,which includes a technical specialist,an accounting expert,a human resources expert,and a sales representative.

A)a selling center
B)a buying center
C)transactional selling
D)team selling
E)partner relationship management (PRM)

Question 23

Of the following,which sales job requires the LEAST creative selling?

A)order getter
B)order taker
C)team selling member
D)new-business salesperson
E)missionary salesperson

Question 24

What type of software links information between selling and buying firms?

A)CRM (customer relationship management)
B)PRM (partner relationship management)
C)TQM (total quality management)
D)database management
E)account management

Question 25

According to an axiom in marketing,the more ________ the product,the more heavily firms tend to rely on personal selling to promote it.

A)popular
B)available
C)intangible
D)impersonal
E)marketable

Question 26

The salesperson for Americhem Plastics Corp.believes in winning,keeping,and developing her customers.In other words,she engages in ________.

A)proactive marketing
B)reactive marketing
C)transactional selling
D)relationship selling
E)team selling

Question 27

Which of the following is the most logical reason that many organizations rely heavily on personal selling?

A)to make more efficient use of the promotional mix
B)to quickly move a product to the maturity stage of the product life cycle
C)to create consistent marketing communications
D)to more effectively sell highly technical or very expensive products
E)to decrease promotional expenditures

Question 28

A group of people from a range of departments brought together by a firm to develop products and programs that satisfy the customer's needs is referred to as a ________ team.

A)cross-functional
B)partner relationship management (PRM)
C)customer relationship management (CRM)
D)missionary
E)transactional

Question 29

Which of the following communication and promotion tools involves establishing direct connections with customers aimed toward building crucial relationships?

A)personal selling
B)advertising
C)e-commerce
D)publicity
E)m-commerce

Question 30

Voice-over Internet protocol (VoIP)systems enable salespeople to ________.

A)access data from key partners
B)deliver text messages to key customers through a short-messaging system
C)track all aspects of customer interaction
D)avoid the capital outlay of a CRM system
E)make and receive phone calls anywhere just as though they were in the office

Question 31

The first step in the creative selling process is ________.

A)preapproach
B)prospect and qualify
C)approach
D)handle objections
E)sales presentation

Question 32

A type of m-commerce that simply involves sending a text message is known as ________.

A)predictive marketing
B)spam
C)short-message system marketing
D)telemarketing
E)e-commerce

Question 33

A(n)________ promotes the firm and tries to stimulate demand for a product but does not actually complete a sale.

A)order taker
B)order getter
C)missionary salesperson
D)relationship manager
E)new-business manager

Question 34

________ has the highest cost per contact with each customer.

A)Direct marketing
B)Advertising
C)Mass marketing
D)Personal selling
E)Public relations

Question 35

Which of the following is a sales technique that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer?

A)proactive marketing
B)reactive marketing
C)transactional selling
D)relationship selling
E)creative selling

Question 36

Factors that increase a firm's emphasis on ________ include purchases that are "new tasks" for a customer and transactions that require negotiation.

A)m-commerce
B)mass marketing
C)public relations
D)direct marketing
E)personal selling

Question 37

Which of the following statements about relationship selling is true?

A)Relationship selling primarily uses hard-sell tactics.
B)A salesperson selling new tires to tourists who are stranded in his community will most likely use relationship selling.
C)With relationship selling,the salesperson tries to develop a win-win relationship with customers.
D)People who engage in relationship selling do not prospect for new customers.
E)Relationship selling is a short-sighted approach.

Question 38

________,which uses a data network to carry voice calls,is frequently used for communication between salespeople and customers.

A)Voice-over Internet Protocol (VoIP)
B)Customer relationship management (CRM)
C)Telemarketing
D)Partner relationship management (PRM)
E)Total Quality Management (TQM)

Question 39

Which of the following is a salesperson who works to develop long-term relationships with particular customers and may hold the title of "account manager"?

A)an order taker
B)an order getter
C)a missionary salesperson
D)a new-business salesperson
E)a technical specialist

Question 40

What type of software do salespeople use to track all aspects of customer interaction?

A)TQM (total quality management)
B)CRM (customer relationship management)
C)DRM (direct response management)
D)PR (public relations)
E)JIT (just in time)

Question 41

________ state what the sales force is expected to accomplish and when.

A)Territory plans
B)Sales plans
C)Performance objectives
D)Behavioral objectives
E)Sales force objectives

Question 42

The ________ for a sales manager engaged in relationship selling will relate to customer satisfaction,loyalty,and retention.

A)territory plans
B)sales force objectives
C)marketing plans
D)prospecting objectives
E)direct selling

Question 43

In which step of the selling process are salespeople most likely to take advantage of multimedia technologies to support their verbal message?

A)prospect
B)preapproach
C)follow-up
D)qualify
E)sales presentation

Question 44

When a firm sets out to plan,implement,and control sales force activities,it is undertaking ________.

A)sales territory structuring
B)sales management
C)team selling
D)transactional selling
E)performance objective setting

Question 45

According to your text,sales managers rate which of the following skills as the single most important attribute they look for when hiring relationship salespeople?

A)presentation skills
B)technical skills
C)listening skills
D)questioning skills
E)time management skills

Question 46

Which of the following is a poor choice for a sales presentation when a salesperson is interested in building a long-term relationship?

A)presenting the value proposition
B)letting the customer ask questions
C)using a canned presentation
D)focusing on listening to the customer
E)incorporating sound and other media into the presentation

Question 47

In which stage of the creative selling process would the salesperson say,"What quantity would you like to order?"

A)preapproach
B)close
C)qualify
D)handle objections
E)follow-up

Question 48

Which of the following is NOT a closing approach for a salesperson?

A)a last objection close
B)a bridge close
C)a standing-room-only close
D)a buy-now close
E)an assumptive close

Question 49

In which step of the sales process would the salesperson call to ensure customer satisfaction and repeat business?

A)approach
B)presentation
C)handle objections
D)close the sale
E)follow-up

Question 50

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

A)referring
B)cold-calling
C)networking
D)direct selling
E)qualifying

Question 51

Two kinds of individual ________ are performance and behavioral.

A)objectives
B)quotas
C)territories
D)sales plans
E)marketing plans

Question 52

During which stage of the creative selling process would a salesperson most likely try to learn about a customer's prior purchases and personal interests?

A)prospect
B)preapproach
C)qualify
D)close
E)follow-up

Question 53

The salesperson contacts the customer for the first time in the ________ step of the creative selling process.

A)preapproach
B)prospect
C)approach
D)presentation
E)qualify

Question 54

A young couple contacted a realtor about buying a new home.Now that the realtor has prospects,his next step should be to ________.

A)handle any of their objections
B)qualify them
C)prepare his approach
D)make a thorough sales presentation
E)close the sale

Question 55

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

A)prospecting
B)cold calling
C)the preapproach
D)qualifying
E)completing follow-up

Question 56

Which of the following is the LEAST relevant characteristic that a salesperson should consider when qualifying a prospect?

A)financial ability
B)longevity in the market
C)credit history
D)volume of business
E)likely level of loyalty

Question 57

The step that follows preapproach in the creative selling process is ________.

A)presentation
B)qualify
C)handle objections
D)prospect
E)approach

Question 58

What should a salesperson do during the fifth step of the creative sales process?

A)block objections
B)welcome objections
C)begin building a bridge to the next sale
D)wait for signals that the customer is ready to buy
E)indirectly ask the customer for her business

Question 59

A salesperson would be most likely to use Standard & Poor's 500 Directory during which stage of the creative selling process?

A)preapproach
B)approach
C)sales presentation
D)handle objections
E)close

Question 60

During the ________ step,salespeople for Montana exercise equipment should try to determine the specific needs of a customer.

A)prospect
B)qualify
C)preapproach
D)approach
E)close

Question 61

An example of a(n)________ is a five-foot-high cardboard display of Cap'n Crunch next to Cap'n Crunch cereal boxes.

A)point of purchase (POP)display
B)incentive program
C)promotional product
D)co-op advertisement
E)case allowance

Question 62

Of the following,which is the MOST necessary ingredient for any successful sales force organization?

A)recruiting and hiring the right set of salespeople
B)technical specialists who work well with other people
C)extensive sales training
D)ongoing professional development
E)reliable technical support

Question 63

Which of the following is NOT an advantage of a geographic sales force structure?

A)Travel expenses can be minimized.
B)Salespeople develop an in-depth understanding of their customers.
C)Field expenses can be minimized.
D)Salespeople develop in-depth knowledge of a product line.
E)Salespeople are able to have frequent contact with their customers.

Question 64

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

A)sales prospecting
B)department quotas
C)sales quotas
D)sales incentives
E)sales contests

Question 65

A(n)________ territory structure is used when the product line is technically complex in order to provide customers more expertise in the products the company produces.

A)geographic
B)product
C)major accounts
D)industry specialization
E)virtual

Question 66

One of the potential drawbacks of a ________ is that salespeople might simply wait to make some sales instead of increasing their overall number of sales.

A)monthly call report
B)behavioral objective
C)performance objective
D)sales contest
E)customer relationship management report

Question 67

Kim Smith is a sales manager for a large corporation.When organizing her salesforce,Kim decided to have each selling team focus on only one very large customer.Kim has used the ________ sales force structure.

A)geographic
B)product
C)services
D)key accounts
E)virtual

Question 68

The idea that a small number of customers account for a majority of a company's sales is referred to as the ________.

A)80/20 rule
B)prospecting rule
C)frequency rule
D)top-down rule
E)percentage of sales rule

Question 69

Organic Designs is a small,successful chain of stores offering stylish clothes made of all-organic materials for infants,toddlers,and young children.Most of the Organic Designs stores are located in urban areas.Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets.Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?

A)direct-mail marketing
B)m-commerce
C)catalog marketing
D)infomercials
E)telemarketing

Question 70

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

A)Each salesperson must call on three new prospects each week.
B)Each salesperson should belong to a community service organization.
C)Each salesperson should have at least $400,000 in net sales annually.
D)Each salesperson must get at least one referral from each customer.
E)Each salesperson must make a follow-up call within 48 hours of a sale.

Question 71

A(n)________ is a salesperson's write-up of her completed sales activity.

A)expense report
B)behavioral objective
C)performance objective
D)sales quota
E)call report

Question 72

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

A)Each salesperson must call on four customers each day.
B)Each salesperson must increase his total sales by 10 percent.
C)Each salesperson must increase his total profits by five percent.
D)Each salesperson will work under a quota-bonus plan.
E)Each salesperson must reduce her travel expenses by five percent.

Question 73

A salesperson's ________ is often related to how well he meets a set quota.

A)call report
B)compensation
C)behavioral objective
D)expense report
E)professional development opportunity

Question 74

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

A)buying center
B)selling center
C)sales team
D)sales territory
E)key account

Question 75

For which of the following operations would telemarketing efforts likely be the most successful and the most profitable?

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

Question 76

Which of the following is an example of a qualitative measure a sales manager could use to evaluate his salespeople?

A)the number of cold calls made
B)the dollar amount of sales revenue generated
C)the salesperson's product knowledge
D)the number of qualified prospects identified by each salesperson
E)the total number of closed sales made

Question 77

Which of the following is NOT one of the four basic types of compensation plans?

A)straight commission
B)commission-with-draw
C)commission-plus-bonus
D)quota-bonus
E)straight salary

Question 78

Which of the following is NOT necessarily a skill or quality possessed by an ideal salesperson candidate?

A)a high level of personal organization
B)tenacity
C)management experience
D)strong listening skills
E)strong follow-up skills

Question 79

Fiona Lambrech is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries.Fiona wants to reach a selective market of individuals who have recently donated to international charities.Which of the following types of direct marketing is Fiona most likely to use?

A)direct-mail marketing
B)catalog marketing
C)telemarketing
D)direct-response TV marketing
E)m-commerce

Question 80

An office supply store that pays a discounted price when it orders more than twelve metal filing cabinets is receiving a(n)________.

A)merchandising allowance
B)promotional product
C)case allowance
D)co-op promotion
E)incentive program