Question 1

A major advantage of sales promotion as a marketing tool is

Accepted Answer

Sales promotions are designed to boost sales in the short term by offering customers incentives to purchase, such as discounts, coupons, or free samples. They are not typically aimed at building long-term sales, differentiating based on product characteristics, or being difficult for competitors to copy.

Question 2

Which of the following is NOT an advantage of sales promotion?

Accepted Answer

A continuously-run sales promotion may actually harm a product's image by making it seem cheap or of lower quality. Sales promotions are typically used for short-term boosts in sales and customer interest, not for long-term image building.

Question 3

A major limitation to the use of sales promotion is that

Accepted Answer

Sales promotions can shift the marketing focus away from the product itself to the promotion, potentially undermining brand value or product perception in the long term.

Question 4

Sales promotion objectives are generally ___-oriented.

Accepted Answer

Sales promotion objectives are typically demand-oriented, aiming to immediately increase product demand or sales.

Question 5

Which of these types of sales promotion is most likely be used by a firm's sales manager?

Accepted Answer

Trade shows are commonly used by sales managers to promote their products or services to a targeted audience, network with potential clients, and check out the competition.

Question 6

Sales promotion orientation refers to its

Accepted Answer

Sales promotion orientation refers to its focus on either channel members or final consumers, indicating whether the promotional efforts are directed towards intermediaries (like retailers) or the end users of the product.

Question 7

Requirements that channel members or final customers must meet to be eligible for a specific sales promotion comprise

Accepted Answer

Sales promotion conditions are the specific criteria or requirements that channel members or final customers must meet to qualify for a particular sales promotion. These conditions ensure that the promotion targets the intended audience and achieves its marketing objectives.

Question 8

Which of these forms of sales promotion is most keyed to customer patronage?

Accepted Answer

Coupons and rebates are directly linked to customer patronage because they offer direct incentives for customers to purchase products or services, often requiring the customer to make a purchase to benefit from the promotion.

Question 9

Which type of sales promotion would be used in conjunction with relationship marketing?

Accepted Answer

Frequent-shopper gifts are used in relationship marketing to reward loyal customers, thereby strengthening the relationship between the business and its customers.

Question 10

Which of these types of sales promotion is NOT usually geared to final consumers?

Accepted Answer

Push money (also known as "spiffs") is typically aimed at motivating salespeople or retailers to sell products, rather than being directed at final consumers. The other options are consumer-oriented promotions.

Question 11

A machine-tool wholesaler with an outside sales force is interested in reducing selling costs to small accounts. If a personal demonstration of the tools is essential, an alternative the firm should consider is

Accepted Answer

Requiring small accounts to visit the showroom can reduce travel and demonstration costs for the sales force while still allowing for personal demonstrations.

Question 12

A firm finds that the cost of a single field sales call is over $150. Although 80 percent of its customers have an average order size of $1,500 or more, the other 20 percent have an average order size of $250 or less. To reduce its selling costs to the latter group, the firm should

Accepted Answer

Utilizing telemarketing is a cost-effective strategy for reaching customers with smaller order sizes, reducing the need for expensive field sales calls.

Question 13

Salesperson efficiency can be increased by having field sales personnel use notebook computers. With these computers, the sales force can

Accepted Answer

Using notebook computers allows sales personnel to access customer databases on the go, enabling them to review a customer's order history and tailor their sales approach accordingly. This improves efficiency by providing immediate access to relevant customer information, which is not directly related to developing displays, reducing territory size, or evaluating territories based on the buyer-seller dyad.

Question 14

The buyer-seller dyad allows salespeople to

Accepted Answer

The buyer-seller dyad emphasizes personalized interaction between the salesperson and the consumer, allowing for tailored sales presentations to each individual's needs and preferences.

Question 15

Personal selling is LESS effective than advertising in

Accepted Answer

The answer of Personal selling is LESS effective than advertising...

Question 16

Salespeople can help consumers reduce cognitive dissonance by

Accepted Answer

Following up on sales to recent buyers can help consumers feel reassured about their purchase, thereby reducing cognitive dissonance. This post-purchase support can confirm the buyer's decision as being wise, alleviating any doubts or regrets.

Question 17

The use of several specialized sales managers is most appropriate in a sales management organization when

Accepted Answer

Distinct market segments often require specialized sales approaches, strategies, and knowledge. When a company serves multiple, distinct market segments, it can be beneficial to have specialized sales managers who are experts in the needs, preferences, and buying behaviors of their respective segments. This allows for more tailored sales efforts and can improve effectiveness in addressing the unique characteristics of each segment.

Question 18

Which of these is the most important responsibility of a sales manager?

Accepted Answer

Developing and updating sales forecasts is a crucial responsibility of a sales manager, as it directly impacts planning, inventory management, and goal setting within the sales department.

Question 19

An order taker generally sells what type of products?

Accepted Answer

Order takers typically sell products with high brand loyalty because customers already have a preference for these products and do not require extensive selling efforts.

Question 20

An insurance firm wants to hire a new salesperson to service current clients in terms of billing and changes in coverage (such as updating a homeowner's policy to reflect additional coverage of valuables). The firm should hire a(n)

Accepted Answer

Order takers are typically responsible for servicing existing accounts, handling repeat orders, and ensuring customer satisfaction with their current products or services, which aligns with the duties described for servicing current clients in terms of billing and changes in coverage.

Quiz 19: Personal Selling and Sales Promotion