Deck 17: Personal Selling and Sales Management

Question 1

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)one-way
D)two-way
E)recursive

Answer 1

D

Question 2

The tasks involved in managing personal selling include the following: (1)setting objectives; (2)organizing the salesforce; (3)recruiting,selecting,training,and compensating salespeople; and (4)

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.

Answer 2

B

Question 3

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.

Answer 3

E

Question 4

The 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.

Question 5

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 is referred to as

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

Question 6

"Everyone lives by selling something" was an observation made by __________.

A)Steve Jobs
B)Ralph Waldo Emerson
C)Donald Trump
D)Robert Louis Stevenson
E)Lindsey Smith

Question 7

The 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 direct sales promotions to generate new sales.

Question 8

Lindsey Smith's selling success is due in large part to her

A)developing relationships with CEOs and CFOs.
B)using a team of sales personnel,technical specialists and health care professionals in selling to and servicing key customers.
C)continually reinforcing GE Healthcare's competitive advantage.
D)simplifying sales presentations for technical products.
E)staying on top of marketing trends for business-to-business selling.

Question 9

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

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

Question 10

According to Lindsey Smith of GE Healthcare,all of the following are necessary for a successful sales career EXCEPT:

A)motivation.
B)compensation.
C)team orientation.
D)integrity.
E)trust.

Question 11

Relationship selling refers to

A)the assignment of a single salesperson to a single customer throughout the entire sales process.
B)when suppliers 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 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 12

Sales management refers to

A)the planning of the selling program and the implementing and evaluating of the personal selling effort of the firm.
B)the process of allocating funds for direct selling.
C)only 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.

Question 13

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 little say in a company's account management policies.
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 have the greatest job security.
E)Salespeople are traditionally given greater authority than other company employees and therefore can offer customers the best financial terms for their purchases.

Question 14

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 15

The 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 16

The tasks involved in managing personal selling include: (1)organizing the salesforce; (2)__________; (3)recruiting,selecting,training,and compensating salespeople; and (4)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 17

According to Lindsey Smith of GE Healthcare,all of the following are necessary skills to be successful in serving her customers EXCEPT:

A)having an MBA degree.
B)strategic thinking.
C)product knowledge.
D)communication.
E)analytical.

Question 18

Lindsey Smith's task in Molecular Imaging Products at GE Healthcare is to

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

Question 19

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 a consumer's 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 20

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

A)Salespeople have little say in a company's account management policies.
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 have the greatest job 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 21

Broadly speaking,there are two types of personal selling: _________ and order getting.

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

Question 22

Two 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 23

On 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 pairs 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)sales associate
D)inside order taker
E)outside order taker

Question 24

When 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 25

The 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 26

Inside order takers are also referred to as __________.

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

Question 27

When 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 28

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 29

A 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 30

An 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)a 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 31

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 32

John 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 33

-When 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 store manager engage in?

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

Question 34

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

A)solve most of the technical problems
B)sell products tailored to the needs
C)help design the product displays
D)train the personnel management
E)replenish inventory stocks

Question 35

The two types of personal selling are order taking and __________.

A)order getting
B)order fulfillment
C)order management
D)order processing
E)order shipment

Question 36

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; amount of sales training
E)complexity of the product; financial outlay

Question 37

Salespeople called __________ typically answer simple questions,take orders,and complete transactions with customers.

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

Question 38

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

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

Question 39

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 40

The 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 a sales territory.
C)convince a customer from a competitor to switch to the firm's product or brand.
D)preserve ongoing relationships 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 41

What 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 42

If the salesperson's objective is to "obtain a purchase from the prospect and create a customer," what is the name of this stage of the personnel selling process?

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

Question 43

It 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 44

Sales activities occurring before,during,and after the sale itself,and which consist 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 45

The personal selling process refers to

A)the activities that begin with the prospecting of potential leads to 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 obtaining payment.

Question 46

It 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 47

The personal selling process encompasses __________ distinct selling stages.

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

Question 48

If the salesperson's objective is to "begin converting a prospect into a customer by creating a desire for the product or service," what is the name of this stage of the personnel selling process?

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

Question 49

If the salesperson's objective is to "gain a prospect's attention,stimulate interest,and make transition to the presentation," what is the name of this stage of the personnel selling process?

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

Question 50

If the salesperson's objective is to "gather information and decide how to approach the prospect," what is the name of this stage of the personnel selling process?

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

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

The 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

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)team selling

Question 54

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 55

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 56

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

A)48 hours
B)50 hours
C)55 hours
D)60 hours
E)65 hours

Question 57

If the salesperson's objective is to "search for and qualify potential customers," what is the name of this stage of the personnel selling process?

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

Question 58

An 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 59

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

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

Question 60

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 the greatest financial investment from the firm.

Question 61

The customer who wants or needs the product is referred to as a __________.

A)hot lead
B)cold call
C)lead
D)prospect
E)qualified prospect

Question 62

A __________ is an individual that wants a product,can afford to buy it,and is the decision maker.

A)qualified prospect
B)customer
C)lead
D)prospect
E)gatekeeper

Question 63

Personal selling begins with the __________ stage.

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

Question 64

If the salesperson's objective is to "ensure that the customer is satisfied with the product or service," what is the name of this stage of the personnel selling process?

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

Question 65

As shown in Figure 17-2 above,"A" is the__________ stage in the personal selling process.

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

Question 66

A method of selling in which a salesperson makes a telephone call or a visit to a prospective customer without a referral is called __________.

A)team selling
B)cold calling
C)hot canvassing
D)formula selling
E)telemarketing

Question 67

Advertising with a coupon,using a toll-free number,exhibiting at trade shows,using e-mail,and making cold calls are all activities that would take place during the __________ stage of the personal selling process.

A)data mining
B)preapproach
C)approach
D)presentation
E)prospecting

Question 68

As shown in Figure 17-2 above,"B" is the__________ stage in the personal selling process.

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

Question 69

Another name for cold calling is

A)cold canvassing.
B)telemarketing.
C)hot canvassing.
D)sales managed selling.
E)trial close selling.

Question 70

As shown in Figure 17-2 above,"D" is the__________ stage in the personal selling process.

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

Question 71

Which of the following statements describes the major difference between a prospect and a qualified prospect?

A)Prospects are more likely than qualified prospects to become customers.
B)During the sales presentation,prospects are more likely to raise objections than qualified prospects.
C)There are generally more qualified prospects than prospects.
D)Qualified prospects have not only the need or desire for your product,but also the ability and authority to purchase it.
E)A qualified prospect has purchased your product in the past and a prospect has not.

Question 72

What are the three types of prospects?

A)leads,prospects,and buyers
B)leads,prospects,and qualified prospects
C)cold,warm,and hot
D)awareness,trial,and adoption
E)primary leads,secondary leads,and final leads

Question 73

As shown in Figure 17-2 above,"E" is the__________ stage in the personal selling process.

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

Question 74

All of the following tactics are used to generate leads EXCEPT:

A)cold canvassing
B)suggestive selling
C)toll-free numbers
D)coupons
E)trade shows

Question 75

As shown in Figure 17-2 above,"C" is the__________ stage in the personal selling process.

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

Question 76

Alice Faulkner is a professional salesperson.She earns her living by selling advertising for The New York Times newspaper.In addition to selling advertising to her regular accounts,Alice is responsible for generating new advertising accounts for the newspaper.In order to fulfill her responsibilities,Faulkner works hard to make sure the potential customers she sells to are qualified prospects.How can Faulkner know if the prospects she is selling to are in fact qualified prospects?

A)Qualified prospects have an interest in buying advertising in the newspaper.
B)Qualified prospects have the money to buy advertising in the newspaper.
C)Qualified prospects have a need for the advertising,can afford to buy it,and have the authority to make the purchase decision.
D)Qualified prospects have the authority to make the decision to buy the advertising.
E)Qualified prospects read the newspaper daily and recognize that it is a good advertising medium.

Question 77

The search for and qualification of potential customers during the personal selling process is referred to as __________.

A)prospecting
B)customer mining
C)lead initiation
D)cold calling
E)gleaning

Question 78

As shown in Figure 17-2 above,"F" is the__________ stage in the personal selling process.

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

Question 79

If an individual wants the product,can afford to buy it,and is the decision maker,this person is referred to as a(n)__________.

A)activated lead
B)proactive buyer
C)lead
D)hot prospect
E)qualified prospect

Question 80

The name of a person who may be a possible customer is referred to as a __________.

A)check list
B)cold call
C)lead
D)prospect
E)qualified prospect