Deck 14: Business Marketing Communications: Managing the Personal Selling Function

Question 1

The characteristic of a sales territory that refers to the degree to which potential is available in the larger accounts in a particular territory is called:

A)potential.
B)critical mass.
C)concentration.
D)workload.

Answer 1

C

Question 2

Concerning the level of sales that a salesperson might achieve in a particular territory,which specific territory traits appear to be most important?

A)potential,workload,dispersion
B)potential,concentration,dispersion
C)potential,competition,concentration
D)potential,workload,competition
E)potential,dispersion,competition

Answer 2

B

Question 3

Sales managers use a variety of measures to evaluate salesperson performance. When the measurement system is behavior-based,the sales manager:

A)employs objective measures to evaluate performance.
B)emphasizes a compensation system with a large incentive component.
C)monitors and directs the activities of salespeople.
D)indirectly supervises salesperson activities.
E)measures the self-esteem of each salesperson.

Answer 3

C

Question 4

The geographical sales organization structure presents which of the following disadvantages?

A)Each salesperson requires substantial product and customer knowledge.
B)This is the most costly form of sales organization.
C)Sales personnel may have a tendency to emphasize those products and end-use applications with which they are most familiar.
D)all of the above
E)(a)and (c)only

Question 5

The sales resource grid indicates that a particular territory (planning and control unit)possesses low PCU opportunity but high sales organization strength. This suggests which of the following sales resource assignments?

A)Invest a high level of sales resources to take advantage of opportunity.
B)Invest a minimal level of sales resources;selectively eliminate resource coverage;possible elimination of PCU.
C)Either direct a high level of sales resources to improve position and take advantage of opportunity or shift resources to other planning and control units.
D)Invest a moderate level of sales resources to maintain current position.

Question 6

Both behavior-based and outcome-based measures are used by sales managers to evaluate salesperson performance. When the system is outcome-based,the sales manager:

A)employs objective measures (sales results,market share gains)to evaluate performance.
B)directly monitors the activities of salespeople.
C)uses subjective measures of salesperson performance.
D)emphasizes a compensation system with a large fixed component.
E)measures the self-esteem and verbal intelligence of each salesperson.

Question 7

The sales resource grid indicates that a particular territory (planning and control unit)possesses high PCU opportunity but low sales organization strength. This suggests which of the following sales resource assignments?

A)Invest a high level of sales resources to take advantage of opportunity.
B)Invest a minimal level of sales resources;selectively eliminate resource coverage;possible elimination of PCU.
C)Either direct a high level of sales resources to improve position and take advantage of opportunity or shift resources to other planning and control units.
D)Invest a moderate level of sales resources to maintain current position.

Question 8

In the sales performance literature,recent evidence suggests that a strict reliance on the ____ measurement approach may not produce the desired sales or marketing results because it "has lulled some sales executives into thinking that important sales outcomes could be reasonably accomplished without intense management reinforcement."

A)esteem-based
B)behavior-based
C)satisfaction-based
D)outcome-based
E)none of the above

Question 9

The best practices of high-performing salespeople can provide

A)relational adaptiveness to a sales effort
B)Improved role definition to the sales job
C)the opportunity to create relationship congruity
D)relationship quality to the sales team
E)a template for improving the client management process.

Question 10

The primary objective of the organizational selling center include:

A)acquisition and processing of pertinent marketing-related information.
B)execution of selling strategies.
C)designing the channel structure.
D)all of the above.
E)(a)and (b)only.

Question 11

By organizing its sales force around retailing,financial services,and the petroleum industry,Hewlett-Packard is employing the _____ approach in structuring the sales force.

A)geographical
B)product
C)market-centered
D)territory
E)national accounts

Question 12

Salespersons tend to have a high level of job satisfaction when:

A)management provides them with the assistance and support needed to meet unusual and nonroutine problems.
B)they perceive themselves to have an active part in determining company policies and standards that affect them.
C)they perceive that their first-line supervisor closely directs and monitors their activities.
D)all of the above
E)(a)and (b)only

Question 13

The _____ measurement approach of salesperson performance is best suited for the emerging emphasis on relationship selling.

A)esteem-based
B)behavior-based
C)satisfaction-based
D)outcome-based
E)none of the above

Question 14

The product-oriented sales organization presents which of the following disadvantages?

A)A "critical mass" of demand is required to offset the associated costs.
B)Compared to other ways of organizing the sales force,the salesperson has the greatest degree of latitude in choosing which products and customers to emphasize.
C)Several salespersons may be required to meet the diverse product requirements of a single customer.
D)all of the above
E)both (a)and (c)

Question 15

Effective sales training:

A)builds the confidence and motivation of the salesperson.
B)keeps the personal selling function aligned with marketing program objectives.
C)reduces the costs associated with recruiting.
D)all of the above
E)(a)and (b)only

Question 16

High-performing salespeople are generally set apart from low performing sales people on the basis of:

A)their time on the job
B)their ability to recruit desired ad hoc members on to their sales team
C)their past experience in new task selling situations
D)all of the above
E)none of the above

Question 17

When each industrial salesperson performs all of the selling tasks associated with all of the firm's products,and performs these tasks for all customers in a particular territory,the sales force is organized on:

A)a customer basis.
B)a market-centered basis.
C)a geographical basis.
D)a product basis.
E)a cluster basis.

Question 18

Expertise coordination is the process of

A)integrating the functions of finance and operations with sales
B)working with top management to help engage the top level managers in the sales process
C)diagnosing customer requirements and assembling an ad hoc team of internal experts who possess the skills to deliver a superior customer solution.
D)evaluating competitive offers and developing plausible approaches for surpassing those offers in the mind of prospective customers
E)All of the above

Question 19

A _____ sales organization is especially appropriate when the product line is large or diverse.

A)geographical
B)product oriented
C)market centered
D)none of the above

Question 20

Using the behavior-based measurement approach to salesperson performance,sales managers:

A)monitor and direct the activities of salespeople.
B)use subjective measures of salesperson behavior.
C)emphasize a compensation system with a large fixed component.
D)consider the knowledge and presentation skills of the salesperson.
E)all of the above

Question 21

Organization of the sales force depends on the:

A)nature of the product.
B)the length of the product line.
C)the nature of the buying behavior in each segment.
D)All of the above.
E)Only (a)and (c).

Question 22

A salesperson's job performance is a function of:

A)product knowledge and expertise.
B)level of motivation.
C)aptitude or ability.
D)All of the above.
E)Only (b)and (c).

Question 23

Which of the following are influences on the potential level of sales in a particular territory?

A)Salesperson characteristics.
B)Competition.
C)Territory characteristics.
D)All of the above.
E)Only (a)and (b).

Question 24

Job satisfaction is theorized to decline when the salesperson's perception of his/her role is:

A)inaccurate in terms of the expectations of superiors.
B)characterized by conflicting demands among role partners that the salesperson cannot possibly resolve.
C)surrounded by uncertainty due to a lack of information about the expectations and evaluation criteria of superiors and customers.
D)all of the above.
E)(b)and (c)only.

Question 25

The first phase of for selecting key accounts:

A)identifies those customer accounts that have unique support requirements.
B)centers on the profit potential of a customer.
C)considers the degree to which the transactions with potential customer will complement the economies of the seller's business.
D)none of the above.

Question 26

A key account represents a customer who:

A)buys for an organization with geographically concentrated units.
B)involves a small number of key organizational members in the purchasing process.
C)purchases a significant volume as a percentage of a seller's total sales.
D)All of the above.
E)Only (b)and (c).

Question 27

Motivation to perform is thought to be related strongly to:

A)the value the salesperson places on rewards.
B)the individual's perceptions of the types and amounts of rewards that will accrue from various degrees of job performance.
C)the extent to which a salesperson can see him/herself as a member of the target market.
D)(a)and (b)only.
E)(a)and (c)only.

Question 28

Research suggests that successful national account units:

A)have senior management support.
B)have well-defined objectives.
C)have experienced individuals who know how to create effective customer solutions.
D)All of the above.
E)Only (b)and (c).

Question 29

Which of the following topics must be part of a business firm's salesperson training programs?

A)Effective communication skills.
B)Knowledge about the company.
C)Knowledge about the product line.
D)All of the above.
E)Only (a)and (c).

Question 30

When compared to a traditional selling focus,a key account selling focus is different in which of the following ways?

A)Uses a longer-term time horizon.
B)Wants to lower customer's total costs.
C)Individual salesperson is primary link to customer organization.
D)All of the above.
E)Only (a)and (b).

Question 31

The second phase of for selecting key accounts:

A)considers the degree to which the transactions with potential customer will complement the economies of the seller's business.
B)identifies those customer accounts that have unique support requirements.
C)centers on the profit potential of a customer.
D)none of the above.

Question 32

The sales resource grid indicates that a particular territory (planning and control unit)possesses low PCU opportunity and low sales organization strength. This suggests which of the following sales resource assignments?

A)Invest a high level of resources to take advantage of opportunity.
B)Invest a moderate level of resources.
C)Invest a minimal level of sales resources,selectively eliminate resource coverage,or possibly eliminate the PCU.
D)None of the above.

Question 33

Responsibility for recruiting salespersons may lie with:

A)the first-line supervisor.
B)the Human Resources department.
C)executives at the headquarters level.
D)all of the above.
E)(a)and (b)only.

Question 34

To identify coverage gaps across territories and to better match sales resources with market opportunity,the GE process for accomplishing territory alignment involves

A)evaluating account quality
B)examining account density
C)implementing changes to enhance sales force effectiveness and efficiency
D)all of the above
E)a and c above

Question 35

When a salesperson attains rewards on a personal basis,such as feelings of accomplishment or self-worth,this is a an example of:

A)internally mediated rewards.
B)externally mediated rewards.
C)job satisfaction.
D)aptitude.

Question 36

The sales resource grid indicates that a particular territory (planning and control unit)possesses high PCU opportunity and high sales organization strength. This suggests which of the following sales resource assignments?

A)Invest a high level of sales resources to take advantage of opportunity.
B)Invest a minimal level of sales resources.
C)Invest a moderate level of sales resources to keep current position strength.
D)Either direct a high level of sales resources to improve position or shift resources to other PCUs.

Question 37

The final phase of for selecting key accounts:

A)centers on the profit potential of a customer.
B)identifies those customer accounts that have unique support requirements.
C)considers the degree to which the transactions with potential customer will complement the economies of the seller's business.
D)none of the above.

Question 38

_____ is the amount of effort a salesperson desires to expend on each of the activities or tasks associated with his or her job.

A)Supervision
B)Motivation
C)Attitude
D)Performance
E)Intrinsic satisfaction

Question 39

_____ is a measure of the total business opportunity for all sellers in a particular market.

A)Potential
B)Concentration
C)Dispersed
D)Territory workload

Question 40

A key account represents a customer who:

A)purchases an insignificant volume as a percentage of a seller's total sales.
B)buys for an organization with geographically concentrated units.
C)involves several organizational members in the purchasing process.
D)(a)and (b)only.
E)(b)and (c)only.

Question 41

Smaller firms often reduce training costs by hiring experienced and more expensive salespersons.

Question 42

An example of a planning and control unit or PCU is a sales territory.

Question 43

When the sales resource opportunity grid indicates a low PCU and a high PCU sales organization strength,the firm should invest a moderate level of sales resources to keep current position strength.

Question 44

Changes in business marketing strategy requires corresponding changes in personal selling styles.

Question 45

A successful training effort will increase the cost of recruiting.

Question 46

Internally mediated rewards are those controlled and offered by managers or customers.

Question 47

Salespersons appear to be able to accept authority and direction from a number of different departments in the organization without a significant negative impact on job satisfaction.

Question 48

The decision whether to use key accounts depends on three factors: profit potential,learning benefits,and cost drivers associated with customers.

Question 49

Strategic components of sales force management include methods for organizing the sales force and key account management.

Question 50

The most common form of sales organization found in the industrial market is the market-centered organization.

Question 51

Salespersons tend to have a higher level of job satisfaction when they perceive that their first-line supervisor closely directs and monitors their activities.

Question 52

If the territory is geographically dispersed,sales will probably be lower due to time wasted in travel by the salesperson.

Question 53

Salesperson job satisfaction decreases when there is increased uncertainty about expectations and the length of the product line increases.

Question 54

A salesperson's job performance is a function of aptitude.

Question 55

Relationship quality is composed of at least two dimensions: trust in the salesperson and satisfaction with the salesperson.

Question 56

A key account represents a customer who buys for an organization with geographically concentrated units.

Question 57

The organization of the sales force can be affected by the length of a product line and the nature of buying behavior in each market segment.

Question 58

Frequent contact between the salesperson and sales manager is instrumental to the job satisfaction of the salesperson.

Question 59

A key account represents a customer that purchases a significant volume as a percentage of a seller's total sales but is easier to manage because there are only a few organizational members involved in the purchasing process.

Question 60

The final phase for selecting key accounts centers on the profit potential of a customer.

Question 61

What roles do account managers play in the selling organization? What are some of the characteristics and factors that separate high performing account managers from other account managers?

Question 62

Key account management strategies are emphasized by top-tier business marketing firms like 3M,IBM,and Dow Chemical. Compare and contrast a key account with a regular account. Next,describe how the sales strategy for a key account differs from the traditional selling focus used for regular accounts.

Question 63

The structure of the buying center in a traditional selling focus is indicated by the____________________and a few other individuals are involved in the buying decision.

Question 64

Relationship____________________represents the customer's desire to engage in strong relationships with a current or potential supplier.

Question 65

Describe the sales resource opportunity grid and illustrate how a firm might use it in deploying the sales force. What specific information does a sales manager require in order to properly apply and use the sales resource opportunity grid?

Question 66

IBM is reorganizing its marketing and sales operations into 14 worldwide industry groups such as banking,retail,and insurance. In moving away from an organization based on geography,IBM hopes to eliminate turf wars and make itself more responsive to customers. Explain the cost/benefit trade-offs of a market-centered sales organization. What is the nature of the turf wars that plague firms that are organized around products or geographical territories?

Question 67

Relationship marketing activities influence three important drivers of relationship marketing effectiveness including relationship____________________,____________________,and____________________.

Question 68

While key accounts possess buying power,they are also very demanding customers that are often more costly to serve. If the business marketing firm can have close and important relationships with a rather small set of customers and if these relationships each require a large investment,key accounts must be chosen wisely. Describe the process,along with the specific criteria that the business marketing strategist should use,in selecting the right key accounts.

Question 69

Periodic training is required to sharpen the skills of experienced salespersons,especially when the firm's environment is____________________.

Question 70

Describe the factors that appear to influence the salesperson's satisfaction with the job and the work environment.

Question 71

Cassidy Computer Systems has witnessed a gradual decline in the performance of its sales force since a key sales manager left the company for another position. While well-educated and extremely knowledgeable about the computers that they sell,the sales force is not inspired by the management style of their new superior. Using the concepts of sales force motivation,job satisfaction,and role perceptions,describe why salesperson performance may have declined at Cassidy. Recommend a strategy that Cassidy could adopt to improve the effectiveness and productivity of their sales force.

Question 72

Relationship____________________captures the ability of an interfirm relationship to achieve desired objectives.

Question 73

Externally mediated rewards are controlled and offered by____________________or____________________,such as financial incentives,pay,or recognition.

Question 74

Relationship____________________represents the number of interpersonal ties that a firm has with an exchange partner.

Question 75

Key account customers purchase in very large volume and the focus of exchange extends beyond a core product as the seller augments the offering through____________________ services and support.

Question 76

Why is training so important to selling organizations? What are some of the keys to effective salesperson training programs?

Question 77

An outcome-based sales force control system involves less direct field supervision of salesperson activities and uses____________________measures to evaluate____________________and a compensation system with a large incentive component.