Exam 18: Personal Selling and Sales Promotion

When determining the characteristics desirable in salespeople, the sales manager should analyze the characteristics of the successful and ineffective sales personnel within the firm.

Following up involves listening to a customer's response after finishing the presentation and overcoming those objections.

If a manager tries to form territories with equal sales potential, the territories will usually be unequal in geographic size; this will cause the salespeople with larger territories to

Stacey's client group has been gradually shrinking and she is looking for new prospective clients. She has decided to spend a couple of days approaching potential customers without any prior consent. Stacey's method of approach is known as

Two major categories of sales promotion methods are consumer and trade.

Doug travels around to various established customers to see what new office supplies they need. His customers have come to depend on him to check their supplies. Doug is part of the

Sporadic recruiting is more desirable than continuous recruiting because of the expense involved in the process.

Which of the following statements is not true about the follow-up step of the personal selling process?

Monsanto just came out with a new genetically-modified seed that it believes will increase crop yields. The seed has been modified to withstand drought, and it kills insects that frequently feed on it. This is important especially because insects have begun developing a tolerance for many of Monsanto's genetically-modified seeds already out on the market. Since these seeds are new to the market, Monsanto wants to engage in a major integrated marketing communications campaign. It knows that it will have to convince farmers about the advantages of its new seeds and invites some of their major customers to its laboratory to see how the seeds are created. The scientists inform the farmers during the visit about how the seeds will increase their crop yields. This is most likely an example of

Jameson is an engineer at Boeing. He has been asked to participate in part of a presentation to government representatives in convincing them to buy Boeing's new aerospace product. Jameson's job is to provide technical information and possibly explain the product's benefits. However, he will not be in charge of the presentation. Jameson is most likely engaging in _________.

Before contacting prospects, a salesperson for an industrial cleaning equipment company analyzes information about the prospects' product needs, feelings about brands, and personal characteristics. This process is called

Personal selling is generally the most expensive element in the promotion mix.

Samson works for an electronics firm. The firm has had a few product flops but Samson thinks that its newest product will be highly successful. Samson's job is to try and convince retailers to carry it. One incentive he decides to use is to undertake a large-scale advertising campaign touting the benefits of the product. He informs retailers that if they choose to carry the product, the company will mention them in their advertisements so interested consumers know where to go to find the product. Samson is using _________________ as an incentive to resellers.

Scenario 18.2 Use the following to answer the questions. The Presto Company manufactures several types of household appliances, including blenders, waffle makers, and home deep fryers. Presto sells its products to retail stores such as Kohl's, Macy's, and JCPenney, through its own sales force. Kerry Wilson is one of Presto's salespeople, and is responsible for stores headquartered in Region 1 of the United States. Kerry has just come from a monthly meeting where she has been informed about the new stovetop grill that will be part of next season's lineup. Presto's marketing department has developed a promotional plan for the new grill and outlined that plan for the sales staff in the meeting. The promotional plan for the next 60 days will include television commercials that demonstrate the new grill, in-store rebates, and a customer contest for the best grilled sandwich recipe. In addition, Kerry and other members of the sales force will be given a free grill for their own home use so they can become more familiar with the product. Presto is also offering a free trip to New York City for their staff salesperson who has the highest dollar in sales to his or her stores. To encourage the retail stores to push this product, Presto will offer the retail store a $5 discount for each grill that the store purchases after the 60-day promotion is over. Refer to Scenario 18.2. Presto's use of a free trip to New York is an example of ____, while the $5 discount to its retail stores is an example of ____.

Which of the following statements is true about team selling?

Sales promotion objectives should be consistent with the organization's overall objectives and its marketing objectives.

Identify the major features of effective sales force compensation plans.

Identify and discuss the general steps in the personal selling process.

Michelle works for a company that sells rotisseries for chicken and other foods. She answers phone calls from customers who see infomercials on TV and call to order the product. Michelle is considered a(n)

The most effective sales promotion efforts are highly interrelated with other promotional activities.