Deck 16: Personal Selling and Sales Promotion

Question 1

A salesperson in the prospecting stage most likely uses of the following methods EXCEPT .

A)cold calling
B)referrals from current customers
C)referrals from competing salespeople
D)referrals from dealers
E)referrals from suppliers

Answer 1

C

Question 2

Your inside sales force is responsible for prospecting and qualifying customers.Which of the following will likely occur?

A)Your inside sales force will attend meetings with qualified customers.
B)The outside sales force will call on all prospects.
C)The number of qualified customers will exceed the number of prospects.
D)A salesperson may have to approach many qualified customers just to make one sale.
E)A and C

Answer 2

D

Question 3

The rapid growth of sales promotions in consumer markets is most likely the result of all of the following factors EXCEPT .

A)declining advertising costs
B)advertising efficiency on the decline because of media clutter
C)consumers and large retailers becoming more deal oriented
D)product managers facing pressure to increase current sales
E)competing brands attempting to differentiate from each other

Answer 3

A

Question 4

Sellers use trade promotions for all of the following reasons EXCEPT to _ .

A)gain more shelf space for the product
B)convince retailers to advertise the product
C)encourage salespeople to sign up new accounts
D)encourage retailers to carry more inventory
E)persuade retailers to buy products in advance

Question 5

Which of the following consumer promotion tools is the MOST costly way for companies to introduce a new product?

A)premiums
B)coupons
C)samples
D)cash refunds
E)price packs

Question 6

A salesperson's is often related to how well he or she meets a sales quota.

A)sales report
B)profit- sharing plan
C)call report
D)compensation
E)expense report

Question 7

Which consumer promotion tool requires consumers to send a proof of purchase to the manufacturer?

A)cash refunds
B)cents- off deals
C)promotional products
D)coupons
E)samples

Question 8

The growing trend of using a group of people from sales,marketing,engineering,finance,technical support,and even upper management to service large,complex accounts is known as selling.

A)personal
B)team
C)complex
D)department
E)multiple

Question 9

An example of a(n)is a five- foot- high cardboard display of Tony the Tiger next to Frosted Flakes cereal boxes.

A)advertising specialty
B)sample
C)premium
D)POP promotion
E)POP pack

Question 10

An insert in a Land's End catalog offers free shipping on your next purchase.This is an example of a .

A)POP promotion
B)trade promotion
C)premium
D)price pack
E)sales promotion

Question 11

Sales have been slow recently at B & B Materials,so management has organized a training program to improve the performance of its sales force.Which of the following would most likely lead to improved sales for B & B Materials?

A)instructions on completing expense reports
B)a time- and- duty analysis for each salesperson
C)tests to measure the analytic and organizational skills of the sales force
D)information about the marketing strategies used by competitors
E)tests to identify the personality traits of sales force members

Question 12

A _ is a short- term incentive used to encourage the immediate purchase of a product or service.

A)publicity stunt
B)sales promotion
C)press release
D)sponsorship
E)bonus

Question 13

Which of the following best explains why companies are adopting the team selling approach to service large,complex accounts?

A)Products have become too complicated for one salesperson to support.
B)Fewer skilled salespeople are working in the high- tech industry.
C)Customers prefer dealing with many salespeople rather than one sales representative.
D)A group of salespeople assigned to one account is cost effective for corporations.
E)Salespeople prefer working in groups because of the opportunity for flex hours and job sharing.

Question 14

are goods offered either free or at low cost as an incentive to buy a product.

A)Price packs
B)Cash refund offers
C)Coupons
D)Premiums
E)Point- of- purchase promotions

Question 15

Which type of sales approach is best for today's customers who expect answers,results,and useful products?

A)sales development
B)customer- solution
C)razzle- dazzle
D)personal relationship
E)hard- sell

Question 16

Manufacturers may offer a(n)in return for the retailer's agreement to feature the manufacturer's products in advertising or display.

A)incentive promotion
B)price pack
C)premium
D)allowance
E)POP promotion

Question 17

When a company sets out to analyze,plan,implement,and control sales force activities,the company is undertaking _ .

A)group sales efforts
B)promotional objectives
C)co- op selling and advertising
D)sales design
E)sales force management

Question 18

At Deck Decor,a manufacturer of outdoor furniture and accessories,the marketing and sales force objectives are to grow relationships with existing customers and to acquire new business.Which of the following compensation plans should management establish to encourage the sales force to pursue both of these objectives?

A)commission plus bonus for new accounts
B)straight salary
C)straight commission
D)salary plus commission plus bonus for new accounts
E)salary plus bonus for new accounts

Question 19

The salesperson meets the customer for the first time in the step of the selling process.

A)prospecting
B)presentation
C)approach
D)preapproach
E)qualifying

Question 20

The selling process consists of several steps that the salesperson must master,focusing on the goals of _ and from them.

A)overcoming objections;developing relationships
B)closing sales;getting orders
C)getting new customers;obtaining orders
D)managing old customers;following up
E)getting new customers;obtaining service ideas

Question 21

Mary Conti is sales manager for National Computer Training.She wants to evaluate the performance of her sales force responsible for the New England territory.Mary will most likely review all of the following in her evaluation EXCEPT .

A)call reports
B)territorial sales and profit reports
C)expense reports
D)call plans
E)sales reports

Question 22

Of the main consumer promotion tools,which is the MOST effective for introducing a new product or creating excitement for an existing one?

A)samples
B)contests
C)cash refunds
D)coupons
E)price packs

Question 23

The sales force of Conway Pools has qualified a number of leads.Which of the following will most likely occur next?

A)The outside sales force will close the deal with one of the prospects.
B)The outside sales force will learn as much as possible about the prospects.
C)The inside sales force will put together a presentation for the prospects.
D)The inside sales force will attend meetings with qualified prospects.
E)The outside sales force will call on all prospects.

Question 24

Which of the following is NOT a closing technique?

A)explaining that the buyer will lose out if the order isn't placed now
B)reviewing points of agreement
C)offering to help write up the order
D)asking the buyer to clarify any objections
E)asking for the order

Question 25

Johnson Business Solutions,Inc.maintains one sales force for its copy machines and a separate sales force for its computer systems.Johnson Business Solutions utilizes a(n)structure.

A)territorial sales force
B)integrated sales force
C)customer sales force
D)product sales force
E)complex sales force

Question 26

Sales promotions are targeted toward all of the following EXCEPT .

A)members of the sales force
B)business customers
C)final buyers
D)retailers
E)investors

Question 27

Prospecting is the step in the selling process in which the salesperson .

A)gathers information about a prospective customer before making a sales call
B)meets the customer for the first time
C)tells the product's "value story" to the customer
D)clarifies and overcomes customer objections to buying
E)identifies qualified potential customers

Question 28

Salespeople should be trained to recognize signals from the buyer,which can include physical actions such as leaning forward and nodding or asking questions about prices and credit terms.

A)qualifying
B)objection
C)follow- up
D)approach
E)closing

Question 29

All of the following are disadvantages of the team selling approach EXCEPT which one?

A)Most salespeople are trained to excel in individual performance.
B)Individual contributions and compensations can be difficult to assess.
C)Many salespeople are unaccustomed to working with others.
D)Selling teams can overwhelm customers.
E)Selling teams decrease costs.

Question 30

Marketers who send coupons to customers' cell phones are using .

A)mobile marketing
B)premiums
C)trade promotions
D)sampling
E)point- of- purchase promotions

Question 31

Which of the following elements of the promotion mix involves making personal connections with customers for the purpose of making sales?

A)public relations
B)publicity
C)e- commerce
D)advertising
E)personal selling

Question 32

involves two- way,personal communication between salespeople and individual customers,either in person,by telephone,or through Web conferences.

A)Telemarketing
B)Personal selling
C)Advertising
D)Integrated marketing communication
E)Public relations

Question 33

During the prospecting stage,a salesperson needs to discriminate between good leads and poor leads,a process known as .

A)presenting
B)approaching
C)closing
D)referring
E)qualifying

Question 34

The qualities that buyers value most in salespeople include empathy,honesty,dependability,thoroughness,follow- through,and .

A)sympathy
B)caring
C)good listening
D)good presenting
E)candor

Question 35

The aim of sales management motivation is to encourage salespeople to .

A)"work smart"
B)"work hard"
C)"work creatively"
D)"work quickly"
E)"work cooperatively"

Question 36

Which of the following would a company most likely use to determine sales force size?

A)demographic characteristics of the sales force
B)the workload approach
C)profit margin
D)the outside sales force method
E)product availability

Question 37

Which of the following best describes the practice of value selling?

A)closing deals quickly to meet team sales quotas
B)earning business from customers based on low prices
C)delivering superior customer value and capturing a fair return on that value
D)challenging customers to find better deals for products and services
E)gaining short- term sales that increase annual sales volume

Question 38

The sales force at Messimer Computing recently began telemarketing and Web selling.How will telemarketing and Web selling most likely benefit Messimer Computing?

A)Messimer sales reps will be required to telecommute rather than work in a centrally located office.
B)Messimer sales reps will be able to service hard- to- reach customers more effectively.
C)Messimer sales reps will need to spend more face- to- face time with large,high- value customers.
D)The inside sales force of Messimer will receive better compensation than the outside sales force.
E)The outside sales force of Messimer will be freed up to work more with the marketing department.

Question 39

Happy Pet is a large petfood company that sells its products to retail pet supply stores as well as wholesalers.The sales force at Happy Pet is LEAST likely to do which of the following?

A)communicate regularly with business customers
B)build relationships with wholesalers
C)represent wholesalers and retailers to the company
D)work directly with final customers
E)help retailers effectively sell the company's products

Question 40

Sales encourage a sales force to make a selling effort that is above and beyond the normal expectation.

A)quotas
B)reports
C)plans
D)contests
E)meetings

Question 41

Which of the following is the LEAST relevant characteristic that a salesperson should consider when qualifying a prospect?

A)financial ability
B)location
C)volume of business
D)special needs
E)longevity in the market

Question 42

J&M Manufacturing has 2,000 Type- A accounts,each requiring 35 calls per year,and 1,000 Type- B accounts,each requiring 15 calls per year.What is the sales force's workload?

A)15,000 calls
B)35,000 calls
C)70,000 calls
D)85,000 calls
E)95,000 calls

Question 43

Morrill Motors splits the United States into 10 sales regions.Within each of those regions,the company maintains two sales teams-one for existing customers and one for prospects.What type of sales force structure does Morrill Motors use?

A)territorial
B)workload
C)product
D)customer
E)complex

Question 44

Manufacturers direct more sales promotion dollars toward than to _.

A)salespeople;retailers
B)retailers;wholesalers
C)customers;wholesalers
D)retailers and wholesalers;consumers
E)consumers;retailers

Question 45

All of the following are problems associated with the poor selection of salespeople EXCEPT .

A)less productivity
B)disrupted customer relationships
C)costly turnover
D)less office support
E)lower sales

Question 46

Which consumer promotion offers consumers the chance to win something by presenting them with an item such as a scratch- off card or a bingo number ?

A)sweepstakes
B)price pack
C)point- of- purchase promotion
D)game
E)contest

Question 47

A salesperson should seek out,clarify,and overcome any customer objections during the sales presentation in order to .

A)offer the buyer a discount for placing an order
B)turn the objections into an opportunity for humor
C)turn the objections into reasons for buying
D)minimize the buyer's concerns about the product
E)compliment the buyer for mentioning the objections

Question 48

Which of the following questions would be the best one to help a marketer evaluate the return on a sales promotion investment?

A)Did customers enjoy the events associated with the promotion?
B)Did the promotion run too long or too short?
C)Did the distribution of the promotional information match consumer expectations and needs?
D)Did the promotion increase purchases from current customers or attract new customers?
E)Did customers search the promotion's Web site for additional product information?

Question 49

Which step in the sales process is most focused on ensuring customer satisfaction and repeat business?

A)professional presentation
B)follow- up
C)qualifying prospects
D)proper approach
E)handling objections

Question 50

Consumers are increasingly ignoring promotions and not making immediate purchases because of .

A)advertising clutter
B)promotional marketing
C)promotion clutter
D)advertising specialization
E)promotion differentiation

Question 51

Companies are always looking for ways to increase face- to- face selling time.All of the following are ways to accomplish this goal EXCEPT .

A)reducing the number of customers each sales rep must visit
B)using phones and video conferencing instead of traveling
C)developing better sales- call and routing plans
D)supplying more and better customer information
E)simplifying record keeping and other administrative tasks

Question 52

Which of the following is an advantage created by the use of a sales force automation system?

A)increased motivation to acquire new customers
B)decreased need for an inside sales force
C)more efficient scheduling of sales calls and sales presentations
D)lower costs for training sales personnel
E)stronger organizational climate developed by the sales team

Question 53

At Finley's Fine Goods,members of the sales force and marketing department tend to have disagreements when things go wrong with a customer.The marketers blame the salespeople for poorly executing their strategies,while the salespeople blame the marketers for being out of touch with the customer.Which of the following steps should upper- level management at Finley's Fine Goods take to help bring the sales and marketing functions closer together?

A)appoint a marketing executive to oversee both marketing and sales
B)appoint a new sales force manager
C)adopt a sales force automation system
D)establish a customer sales force structure
E)establish a complex sales force structure

Question 54

Technologies such as handheld computers and interactive whiteboards enable salespeople to enhance the stage of the selling process.

A)follow- up
B)qualifying
C)preapproach
D)presentation and demonstration
E)prospecting

Question 55

Which of the following is a potential drawback of using Web- based technologies for making sales presentations and servicing accounts?

A)Customers are less likely to buy the product when a Web conference is used.
B)Customers lack the technology required to participate in a Web conference.
C)The cost of the technology outweighs any savings gained by eliminating the need for travel.
D)Salespeople have to invest more time in preparing for this type of interaction with customers.
E)The systems can intimidate salespeople who are unfamiliar with the technology.

Question 56

The step of is difficult for some salespeople because they lack confidence,feel guilty about asking for an order,or may not recognize the right time to ask for an order.

A)making a presentation
B)closing the sale
C)approaching the prospect
D)handling objections
E)following up

Question 57

A sales assistant working for an outside sales force will most likely have all of the following duties EXCEPT _ .

A)following up on deliveries
B)confirming appointments
C)determining price points
D)providing administrative backup
E)answering customer's questions when a salesperson is unavailable

Question 58

Kirk Wilkins renewed his cell phone contract with Zip Wireless and purchased a new cell phone through the Zip Web site.If Kirk mails Zip his phone receipt,proof of purchase,and a completed form,he will receive $50 in the mail.What type of sales promotion is being used by Zip?

A)advertising specialty
B)rebate
C)price pack
D)premium
E)point of purchase

Question 59

Marlene Arau is a member of the sales force at Urban Fashions,a clothing manufacturer.Marlene is preparing for a first meeting with a wholesaler who is a potential customer.Marlene is learning as much as she can about the wholesaler's organization.Marlene is in the step of the personal selling process.

A)preapproach
B)qualifying
C)approach
D)prospecting
E)handling objections

Question 60

Members of a company's _ conduct business from their offices using telephones,e- mails,or visits from prospective buyers to generate sales.

A)product sales force
B)inside sales force
C)outside sales force
D)complex sales force
E)customer sales force

Question 61

Companies are increasingly moving away from high commission compensation plans because such plans often lead to salespeople _.

A)ignoring management and marketing objectives
B)spending too much time traveling between customers
C)being too pushy and harming customer relationships
D)working multiple sales jobs to maximize their income
E)undermining the work of the inside sales team

Question 62

Refer to the scenario below to answer the following questions.
Reliable Tool Company is a manufacturer of hubs and axles for the trailer and heavy truck industry.Although Reliable Tool only has fifteen customers,the company is the sole supplier of hub and axle components to those customers.Monthly sales at Reliable Tool are approximately $1 million."You might say we have all of our eggs in one basket," says owner Arthur Deetz.
It is critical that a competent sales force be maintained in order to nurture those few but large accounts.Ninety- five percent of Reliable Tool's customers are located in Michigan,Ohio,and Indiana,which means that travel time to all customers is relatively short.However,given the nature of the industry,time spent with each customer is essential.
Which of the following promotions would be most appropriate for Reliable Tool to use in its attempt to promote its products and generate new business leads?

A)conventions and trade shows
B)rebates
C)specialty advertising items
D)point- of purchase promotions
E)premiums

Question 63

A sales is the standard that establishes the amount each salesperson should sell and how sales should be divided among the company's products.

A)contest
B)incentive
C)task
D)quota
E)goal

Question 64

Which of the following questions would provide management with the LEAST beneficial information regarding the performance of its sales force?

A)Is the sales force meeting its profit objectives?
B)Is the sales force accomplishing its customer relationship objectives?
C)Is the sales force working well with the marketing team?
D)Are sales force costs in line with sales force outcomes?
E)Does the sales force complete its sales reports and expense reports in a timely manner?

Question 65

Whom do members of a sales force typically represent?

A)They represent the company to customers.
B)They represent the company to investors.
C)They represent the customer to the company.
D)A and C
E)all of the above

Question 66

Refer to the scenario below to answer the following questions.
Reliable Tool Company is a manufacturer of hubs and axles for the trailer and heavy truck industry.Although Reliable Tool only has fifteen customers,the company is the sole supplier of hub and axle components to those customers.Monthly sales at Reliable Tool are approximately $1 million."You might say we have all of our eggs in one basket," says owner Arthur Deetz.
It is critical that a competent sales force be maintained in order to nurture those few but large accounts.Ninety- five percent of Reliable Tool's customers are located in Michigan,Ohio,and Indiana,which means that travel time to all customers is relatively short.However,given the nature of the industry,time spent with each customer is essential.
How would a customer sales force structure benefit Reliable Tool?

A)It would allow Reliable Tool management to better supervise and evaluate its salespeople.
B)It would help Reliable Tool salespeople become experts on the specific parts they sell.
C)It would enable ReliableTool salespeople to build close relationships with clients.
D)It would eliminate the need for telemarketers and sales assistants at Reliable Tool.
E)It would decrease the amount of travel required of each Reliable Tool salesperson.

Question 67

Ultra- Tech,Inc.has decided to switch to a customer sales force structure.Which of the following advantages is the company now LEAST likely to enjoy?

A)The company can better serve current customers and find new customers.
B)The company can expect salespeople to develop in- depth knowledge of numerous and complex product lines.
C)The company can better serve different industries.
D)The company can become more customer- focused.
E)The company can build closer relationships with important customers.

Question 68

Which sales management tool helps a salesperson know which customers to visit and which activities to carry out during a week?

A)positive incentives plan
B)call plan
C)sales force automation systems
D)time- and- duty analysis
E)sales quota plan

Question 69

An IBM sales representative is giving a product demonstration to a Best Buy representative.Assisting with the demonstration are an engineer,a financial analyst,and an information systems specialist.If IBM wins the Best Buy account,then all four IBM representatives will service the Best Buy account.This is an example of _ _.

A)inside selling
B)team selling
C)prospecting
D)territorial selling
E)sales promoting

Question 70

A manufacturer that offers cash or gifts to dealers for encouraging the purchase of the manufacturer's goods is using .

A)push money
B)off- invoicing
C)allowances
D)price- offing
E)off- listing

Question 71

Marathons,concerts,and festivals with corporate sponsors are examples of _ .

A)business promotions
B)trade promotions
C)event marketing
D)point- of- purchase promotions
E)personal selling

Question 72

Trade shows offer manufacturers the opportunity to do all of the following EXCEPT _ .

A)establish a sales contest
B)introduce new products
C)educate customers
D)contact customers
E)find new sales leads

Question 73

A has the advertiser's name on it and is given as a gift to consumers.

A)cents- off deal
B)sweepstake
C)price pack
D)sample
E)promotional product

Question 74

All of the following are considered advantages of a territorial sales force structure EXCEPT .

A)salespeople develop in- depth knowledge of a product line
B)accountability is clearly defined for each salesperson
C)each salesperson's job is clearly defined
D)salespeople have the opportunity and incentive to build strong relationships with customers
E)travel expenses can be minimized

Question 75

Business promotion tools are used for all of the following reasons EXCEPT to _.

A)generate business leads
B)reward customers
C)stimulate purchases
D)motivate salespeople
E)increase manufacturing

Question 76

Which of the following involves marking a reduced price directly on a product's packaging and often results in the stimulation of short- term sales?

A)samples
B)patronage rewards
C)promotional products
D)price packs
E)rebates

Question 77

Which of the following is an example of a sales promotion?

A)a plan to increase ice cream sales by adding two new flavors
B)a listing of all the television programs to be shown by Charter Cable the week of March 16
C)a news release encouraging voters to support a new bond issue for a local elementary school
D)a coupon for $5 off a visit to an amusement park
E)a staged dance routine promoting a new product in a busy public place

Question 78

Stahl,Inc.has 1,000 Type- A accounts,each requiring 28 calls per year,and 2,200 Type- B accounts,each requiring 15 calls per year.If each salesperson at Stahl,Inc.can make 1,500 sales calls per year,approximately how many salespeople will be needed?

A)31
B)35
C)41
D)45
E)48

Question 79

To reduce time demands on their outside sales forces,many companies have increased the size of their inside sales forces,which include technical support people,sales assistants,and .

A)retail supervisors
B)telemarketers
C)programmers
D)accountants
E)sales managers

Question 80

East Bay Communications has increased its inside sales force.This will help East Bay in all EXCEPT which one of the following ways?

A)East Bay customers will have questions answered in a timely manner.
B)East Bay salespeople will have more time to find major new prospects.
C)East Bay customers will have full access to sales automation technology.
D)East Bay salespeople will have more time to provide after- the- sale customer service.
E)East Bay salespeople will have more time to sell to major accounts.