Deck 14: Personal Selling and Direct Marketing

Question 1

The goal of sales is not simply to make the sale but to create a strong value proposition that will lead to a mutually beneficial long-term relationship.

Answer 1

True
Explanation: The goal is not simply to make the sale but to create a strong value proposition that will lead to a mutually beneficial long-term relationship.

Question 2

Salespeople consistently report that price is the most common customer apprehension.

Answer 2

True
Explanation: Salespeople consistently report that price is the most common customer apprehension.

Question 3

The first step of creating a direct marketing campaign is to specify direct marketing channels.

Answer 3

False
Explanation: The first step of a direct marketing campaign is to set strategy for the campaign.

Question 4

Objective measures rely on personal evaluations by someone connected to the salesperson's sales process,usually the immediate sales manager or a customer.

Question 5

Telemarketing has one of the highest response rates of any direct marketing channel.

Question 6

Inbound telemarketing involves calling potential customers at their home or office.

Question 7

Objective measures fall into two major categories: output measures and input measures.

Question 8

Direct mail is one of the least expensive direct marketing channels.

Question 9

Components in a direct-mail offer include outside envelope,sales collateral,and contact information.

Question 10

Salespeople and the personal selling function are the single most effective approach for establishing and enhancing the personal relationship between company and customer.

Question 11

Trade servicers often do not take orders from customers directly but persuade customers to buy their firm's products from distributors or other suppliers.

Question 12

One of the most critical aspects to the selling process is not what happens before the purchase decision but what happens after,the follow-up.

Question 13

Most people are comfortable buying products over the phone.

Question 14

While it is important to be a good listener,it is more important that salespeople are skillful communicators.

Question 15

The primary advantage of a market organization is that individual salespeople can develop familiarity with the technical attributes,applications,and most effective selling methods associated with a single product.

Question 16

Direct mail is much more effective in B2B than B2C markets because reaching the appropriate individual inside an organization is easier.

Question 17

Creating a tailored sales presentation that adjusts to customer feedback is a significant advantage for telemarketers after they have established a relationship.

Question 18

Direct marketing is an interactive marketing system that uses only one advertising medium to effect a measureable response and/or transaction at any location.

Question 19

To communicate the sales message,the first step is to set goals and objectives.

Question 20

A commission is a fixed sum of money paid at regular intervals.

Question 21

___________ often do not take orders from customers directly but persuade customers to buy their firm's product from distributors or other suppliers.

A)Technical sellers
B)Solutions servicers
C)Missionary salespeople
D)Trade servicers
E)Telemarketers

Question 22

The sales engineer from General Electric who calls on Boeing to sell the GE90 jet engine to be used in Boeing aircraft is an example of a ____________.

A)Technical seller
B)Solutions servicer
C)Missionary salesperson
D)Trade servicer
E)Telemarketer

Question 23

The primary responsibility of ______________ is to increase business from current or potential customers by providing them with merchandising and promotional assistance.

A)Technical sellers
B)Trade servicers
C)Missionary sellers
D)Solutions sellers
E)All of these

Question 24

_________ is not one of the four basic selling activities that define the salesperson's job.

A)Communicate
B)Build customer relationships
C)Manage information
D)Set price
E)Sell

Question 25

______________ is a distinct advantage (are distinct advantages)of personal selling over the other marketing communication methods.

A)Ability to tailor the message
B)Delayed feedback
C)Impersonal relationship between company and customer
D)Both ability to tailor the message and delayed feedback
E)All of these

Question 26

________________ involves calling potential customers at their home or office,either to make a sales call via telephone or to set up an appointment for a field salesperson.

A)Outbound telemarketing
B)Inbound telemarketing
C)Direct mail
D)Catalogs
E)Both outbound telemarketing and inbound telemarketing

Question 27

__________________ is one of the three distinct advantages of personal selling.

A)Large variety of media
B)Immediate feedback
C)Short-term impact
D)Consistent message
E)Elimination of noise

Question 28

_______________ is not a critical selling skill.

A)Persistence
B)Spontaneous planning
C)Listening
D)Follow-up
E)Time management

Question 29

_____________ is a two-way communication process with the goal of securing,building,and maintaining long-term relationships with profitable customers.

A)Sales promotion
B)Direct marketing
C)Personal selling
D)Publicity
E)Advertising

Question 30

______________________ is the last stage of the personal selling process.

A)Prospecting for customers
B)Handling customer objections
C)Following up with customers
D)Qualifying prospects
E)Opening the relationships

Question 31

________________ is an example of a technology communication selling activity.

A)Developing effective presentation skills
B)Following up after customer contact
C)Developing time management skills
D)Listening effectively
E)E-mailing

Question 32

_______________,those responsible for managing large accounts,are skilled in developing complex solutions to a particular customer problem.

A)Technical sellers
B)Key account salespeople
C)Missionary salespeople
D)Trade servicers
E)Telemarketers

Question 33

____________________ is a distinct advantage (are distinct advantages)that personal selling offers over other marketing communications methods.

A)Immediate feedback to the customer
B)Ability to tailor the message to the customer
C)The least expensive form of communication
D)Both immediate feedback to the customer and the least expensive form of communication
E)Both immediate feedback to the customer and ability to tailor the message to the customer

Question 34

___________________ are a group of resellers such as retailers or distributors with whom the sales force does business.

A)Missionary sellers
B)Solutions sellers
C)Technical sellers
D)Trade servicers
E)All of these

Question 35

_______________ is not a step in the personal selling process.

A)Prospecting
B)Handling objections
C)Price fixing
D)Qualifying the prospect
E)Following up

Question 36

______________ is one of the stages in the personal selling process.

A)Prospecting for customers
B)Opening the relationship
C)Following up with customers
D)Both prospecting for customers and opening the relationship
E)Prospecting for customers, opening the relationship and following up with customers

Question 37

Prospective customers call a toll-free number for more information.This is used to identify and qualify prospects and is considered ________________.

A)Outbound telemarketing
B)Database management
C)Closing of the sale
D)Follow-up
E)Inbound telemarketing

Question 38

The delivery of information relevant to meet the customer's needs is a ___________.

A)Customer database
B)Value proposition
C)FAB
D)Sales presentation
E)Transaction cost analysis

Question 39

The main difference between B2C and B2B is ___________.

A)Good interpersonal and communication skills are more important for B2C than for B2B
B)B2B requires more supervision and performance evaluation
C)Many of the goods and services sold by B2B salespeople are more expensive and technically complex than those in B2C
D)B2B requires excellent knowledge of the products being sold
E)B2C requires the ability to discover customer needs and solve their problems

Question 40

_____________ is an example of a nontechnology communication selling activity.

A)Enhancing language and overall communication skills
B)E-mailing
C)Creating useful company web page content
D)Developing database management skills
E)Leaving voice-mail messages

Question 41

Not meeting _____________ expectations after the sale is one of the three primary reasons for customer complaints.

A)Delivery
B)Price
C)Sales
D)Feature
E)Trust

Question 42

Feelings of accomplishment,personal growth,and self-worth are examples of _____________________ rewards.

A)Intrinsic
B)Bonus
C)Contest
D)Extrinsic
E)Subjective

Question 43

_____________ takes advantage of a salesperson's technical knowledge.

A)Geographic orientation
B)Product organization
C)Customer type
D)Market organization
E)Workload method

Question 44

Customers expect _________ after the purchase decision.Not meeting the expectation(s)is a primary reason for customer complaints.

A)Delivery, installation, and initial service of the product
B)Any training needed to operate the equipment correctly
C)The effective and efficient disposition of appropriate customer problems that arise from the product purchase
D)Both delivery, installation, and initial service of the product and the effective and efficient disposition of appropriate customer problems that arise from the product purchase
E)Delivery, installation, and initial service of the product, any training needed to operate the equipment correctly, and the effective and efficient disposition of appropriate customer problems that arise from the product purchase

Question 45

_______ is one of the organizational factors.

A)Job experience
B)The manager's interaction style
C)Performance feedback
D)Company marketing budget
E)Education

Question 46

______________ is not one of the four factors used when deciding to use independent sales people.

A)Control
B)Transaction cost
C)Strategic flexibility
D)Geographic orientation
E)Economics

Question 47

The decision to use independent agents or a company sales force is because of ____________.

A)Economic factors
B)Control factors
C)Transaction costs
D)Strategic flexibility
E)All of these

Question 48

The simplest and most common method of organizing a company sales force is the ______ method.

A)Geographic orientation
B)Product organization
C)Customer type
D)Market organization
E)Workload type

Question 49

Using independent sales agents is referred to as __________.

A)Inbounding the sales force
B)Outbounding the sales force
C)Using the company sales force
D)Transferring sales agents
E)Outsourcing the sales force

Question 50

__________ is obtaining commitment from the customer to make the purchase.

A)Following up after the sale
B)Closing the sale
C)Handling objections
D)Qualifying the prospect
E)Opening the relationship

Question 51

The individual's learned proficiency at performing necessary sales tasks is called _______________.

A)Sales aptitude
B)Motivation
C)Reward
D)Sales skill level
E)Satisfaction

Question 52

­­­__________ is not one of the critical mistakes made in closing.

A)Negative attitude
B)Lack of preparation
C)Too much talking
D)Consistent and standardized presentation
E)Not enough listening

Question 53

___________ rewards are those controlled and given by people other than the salesperson,such as managers and customers.

A)Intrinsic
B)Bonus
C)Contest
D)Extrinsic
E)Subjective

Question 54

One of five principal goals for the presentation is not ____________________.

A)Get the customer's attention
B)Educate the customer
C)Nurture the customer's desire and conviction to purchase
D)Agree on a price
E)Build product interest

Question 55

______________________ is a characteristic of a great sales presentation.

A)Explaining the value proposition
B)Maximizing change conflict
C)Developing win-lose solutions
D)Focusing on technology
E)Emphasizing features over benefits

Question 56

_________ is not a common customer concern.

A)Product need
B)Updated technology
C)Price
D)Company trust
E)More time

Question 57

_______ is not a characteristic of a great sales presentation.

A)Explaining the value proposition
B)Asserting the advantage and benefits of the product
C)Developing win-lose solutions
D)Enhancing the customer's knowledge of the company, product, and services
E)Creating a memorable experience

Question 58

Prospecting for new customers is a _____________________.

A)Critical function in maintaining growth
B)Replacement for lead generation
C)Replacement for branding
D)Way to build trust
E)Tool to reinforce customer awareness

Question 59

The advantage of geographic sales orientation does not include ______________________.

A)Specialization of labor
B)Lower cost
C)Minimization of customer confusion
D)Simplicity of the geographical structure
E)Minimization of travel time and expenses

Question 60

The simplest means of sales force organization is __________________.

A)Geographic orientation
B)Product organization
C)Customer type
D)Market organization
E)Workload method

Question 61

Working from home is an example of a(n)_________.

A)Salary
B)Nonfinancial incentive
C)Intrinsic reward
D)Output measure
E)Incentive pay

Question 62

____________ show the results of the efforts expended by the salesperson.

A)Subjective measures
B)Output measures
C)Objective measures
D)Input measures
E)Nonfinancial incentives

Question 63

_______________________ is not a step in a direct marketing campaign.

A)Identify qualified target customers
B)Test the offer of the campaign
C)Specify direct marketing channels
D)Develop compensation plan
E)Analyze results of offer

Question 64

______ is more focused on specific customers than other nonpersonal communication media.

A)Advertising
B)Direct marketing
C)Public relations
D)Both advertising and direct marketing
E)Advertising, direct marketing, and public relations

Question 65

_____________________________ is not a component of a direct-mail piece.

A)Outside envelope
B)Sales collateral
C)Market space
D)Contact information
E)None of these is components

Question 66

______________ is one of the least expensive direct marketing channels.

A)Direct mail
B)Advertising
C)Public relations
D)Personal selling
E)Telemarketing

Question 67

______________ rely on personal evaluations by someone connected to the salesperson's sales process,usually the immediate sales manager or a customer.

A)Subjective measures
B)Output measures
C)Objective measures
D)Input measures
E)Nonfinancial incentives

Question 68

Statistics the sales manager gathers from the firm's internal data reflect _________.

A)Subjective measures
B)Output measures
C)Objective measures
D)Input measures
E)Nonfinancial incentives

Question 69

In a telemarketing campaign,a good ___________________ helps boost the success rate by 60 percent.

A)Media plan
B)Market space
C)Sales collateral
D)Catalog
E)List of prospects

Question 70

Payment based on short-term results,usually a salesperson's dollar or unit sales volume,is called ________________.

A)Salary
B)Benefits
C)Intrinsic rewards
D)Commission
E)Incentive pay

Question 71

______________ focus on the efforts of salespeople during the sales process.

A)Subjective measures
B)Output measures
C)Objective measures
D)Input measures
E)Nonfinancial incentives

Question 72

_______________ has(have)one of the highest response rates of any direct marketing channel.

A)Catalogs
B)Telemarketing
C)Interactive marketing
D)Personal selling
E)Direct mail

Question 73

The average consumer catalog purchase is ___________.

A)$75
B)$250
C)$150
D)$50
E)$100

Question 74

A key advantage in bonus compensation systems is that they ___________________.

A)Reward experience and competence
B)Motivate efforts on nonselling activities
C)Direct salespeople's efforts toward strategic directives
D)Satisfy salespeople's security needs
E)Target short-term objectives

Question 75

The _____________ is considered the single best promotional method for driving customers to the Internet.

A)Media plan
B)Market space
C)Sales collateral
D)Catalog
E)List of prospects

Question 76

A fixed sum of money paid at regular intervals is a(n)__________.

A)Salary
B)Nonfinancial incentive
C)Intrinsic reward
D)Output measure
E)Incentive pay

Question 77

Commissions tied to sales volume or profitability,or bonuses for meeting or exceeding specific performance targets,are examples of ___________________________.

A)Salary
B)Benefits
C)Intrinsic rewards
D)Output measures
E)Incentives

Question 78

A young,well-educated sales force is highly motivated by ______________________.

A)Salary
B)Nonfinancial incentives
C)Intrinsic rewards
D)Output measures
E)Incentive pay

Question 79

______________ is an interactive marketing system that uses one or more advertising media to effect a measurable response and/or transaction at any location.

A)Personal selling
B)Interactive marketing
C)Direct marketing
D)Public relations
E)Sales promotion

Question 80

Forty percent of employees believe their _________________ actually help(s)them do their jobs better.

A)Salary
B)Nonfinancial incentives
C)Intrinsic rewards
D)Performance reviews
E)Incentive pay