Deck 17: Personal Selling and Sales Management

Question 1

Personal selling requires the __________ flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision.

A)direct
B)indirect
C)two-way
D)unsolicited
E)pre-determined

Answer 1

C

Question 2

Personal selling assumes many forms based on __________ and __________ required to perform the sales task.

A)size of salesforce required; financial outlay
B)amount of selling done; amount of creativity
C)complexity of the product; amount of sales training
D)amount of creativity; amount of sales training
E)complexity of the product; financial outlay

Answer 2

B

Question 3

Which of the following statements regarding the role of salespeople is most accurate?

A)Salespeople have the greatest say in company policy and therefore are the customer's greatest advocates.
B)Salespeople create customer value by providing follow through after the sale.
C)Salespeople truly know their customers and therefore are the best resource for segmenting and selecting target markets.
D)Salespeople are the most highly trained of all a firm's employees and therefore offer the greatest customer security.
E)Salespeople are traditionally given greater authority than other company employees and therefore can offer customers the greatest financial leverage.

Answer 3

B

Question 4

Anne Mulcahy is successfully restoring Xerox's legendary marketing and financial vitality.She states that Xerox's guiding principle is

A)"Doing what's right for the customer."
B)"Doing what's right to ensure sustainability".
C)"Doing what's right for the environment".
D)"Doing what's right to meet competitors head-on".
E)"Doing what's right to survive".

Question 5

Personal selling serves three major roles in a firm's overall marketing effort: they are the critical link between a firm and its customers; __________; and salespeople may play a dominant role in a firm's marketing program.

A)salespeople play a key role in research and development
B)salespeople are the company in a consumer's eyes
C)salespeople play a dominant role in implementing an organization's pull strategy
D)salespeople provide the most valuable resource for segmenting and selecting target markets
E)salespeople may play a key role in a firm's industrial classification based upon their education and training

Question 6

Personal selling serves three major roles in a firm's overall marketing effort: they are the critical link between a firm and its customers; salespeople are the company in a consumer's eyes; and

A)salespeople play a key role in research and development.
B)salespeople are the ultimate channel of distribution.
C)salespeople provide the most valuable resource for segmenting and selecting target markets.
D)salespeople may play a dominant role in a firm's marketing program.
E)salespeople may play a key role in a firm's industrial classification based upon their education and training.

Question 7

Virtually every occupation that involves customer contact has an element of personal selling in it.The Bureau of Labor Statistics reports that almost __________ people are employed in sales positions in the U.S.

A)5 million
B)10 million
C)15 million
D)18 million
E)24 million

Question 8

Broadly speaking there are two types of personal selling: _________ and order getting.

A)order taking
B)consumer getting
C)customer sales
D)online
E)short term

Question 9

Anne Mulcahy's task at Xerox Corporation is to

A)manage its transactional website in order to eliminate channel conflict.
B)restore Xerox's legendary marketing and financial vitality.
C)refine the number of goods and services the company provides.
D)increase the importance of the advertising element of its promotion mix.
E)establish a Xerox stronghold around the world.

Question 10

The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as

A)sales management.
B)personal selling.
C)sales promotion.
D)transformational selling.
E)marketing management.

Question 11

Planning the selling program and implementing and evaluating the personal selling effort of the firm are referred to as __________.

A)team selling
B)personal selling
C)sales engineering
D)sales management
E)relationship marketing

Question 12

The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as

A)direct selling
B)indirect selling
C)unsolicited selling
D)personal selling
E)pre-determined selling

Question 13

Which of the following statements regarding the role of salespeople is most accurate?

A)By being close to the customer, salespeople can identify creative solutions to customer problems.
B)Salespeople have the greatest say in company policy and therefore are the customer's greatest advocates.
C)Salespeople truly know their customers and therefore are the best resource for segmenting and selecting target markets.
D)Salespeople are the most highly trained of all a firm's employees and therefore offer the greatest customer security.
E)Salespeople are traditionally given greater authority than other company employees and therefore can offer customers the greatest financial leverage.

Question 14

Sales management refers to the

A)process of allocating funds for promotion and advertising.
B)recruiting, hiring or firing, and training of a company's salesforce.
C)segmentation and selection of target markets to be addressed by a company's salesforce.
D)process of assigning territories and providing appropriate compensation for salesforce performance.
E)planning of the selling program and implementing and evaluating of the personal selling effort of the firm.

Question 15

The practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time is referred to as __________.

A)order processing
B)order taking
C)customer value creation
D)relationship selling
E)transactional selling

Question 16

The tasks involved in managing personal selling include organizing the saleforce; __________; recruiting, selecting, training, and compensating salespeople; and evaluating the performance of individual salespeople.

A)setting objectives
B)identifying potential target markets
C)using customer input to make product modifications
D)designing new promotional campaigns for the purpose of generating new sales
E)maintaining open communications between sales representatives and all other stakeholders

Question 17

The tasks involved in managing personal selling include setting objectives; organizing the salesforce; recruiting, selecting, training, and compensating salespeople; and

A)evaluating the performance of individual salespeople.
B)identifying potential target markets.
C)using customer input to make product modifications.
D)maintaining open communications between sales representatives and all other stakeholders.
E)designing new promotional campaigns for the purpose of generating new sales.

Question 18

Anne Mulcahy is successfully restoring Xerox's legendary marketing and financial vitality.Her success is due in great part to staying in sync with

A)the technological advances of her competitors.
B)the latest trends in on-line communications distribution.
C)Xerox customers and employees.
D)the latest trends in business-to-business marketing.
E)new technologies, still in the planning stage, and adapting them to the Xerox mission.

Question 19

Relationship selling refers to

A)the assignment of a single salesperson to a single customer throughout the course of the entire sale.
B)the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time.
C)a sales relationship that involves a face-to-face, person-to-person encounter rather than a sale made over the phone or at a checkout line.
D)an exchange in which the customer is involved not simply in the final transaction but in the entire process from concept development to final sale.
E)the practice of maintaining contact with a customer on a regularly scheduled basis following the initial sale of a product or service.

Question 20

The primary way in which relationship selling creates customer value is

A)by assigning a single sales representative to a single customer.
B)by learning the customer's needs and tailoring solutions to the customer's problems in order to maintain a long-term relationship of trust and respect.
C)by guaranteeing fair and equitable prices for each client regardless of the size of the purchase.
D)by providing cumulative discounts based on customer loyalty and the length of the customer relationship.
E)by guaranteeing fair and equitable sales practices for each client regardless of the size of the purchase.

Question 21

An order taker refers to a

A)salesperson who specializes in identifying, analyzing, and solving customer problems, but who does not actually sell products and services.
B)salesperson who processes routine orders or reorders for products that were already sold by the company.
C)salesperson who identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on a customer's use of a product or service.
D)a person on the selling team who is responsible for obtaining qualified leads.
E)member of the sales support team who does not directly solicit orders but rather concentrates on performing promotional activities and introducing new products.

Question 22

When Margot called the toll-free number to order one dozen water lilies from the Van Ness Water Gardens, she was using __________.

A)interactive marketing
B)multichannel selling
C)inbound telemarketing
D)outbound telemarketing
E)outbound videoconferencing

Question 23

A salesperson that processes routine orders or reorders for products that were already sold by the company is referred to as a(n) __________.

A)order getter
B)missionary salesperson
C)order taker
D)sales engineer
E)team salesperson

Question 24

When Jason called the toll-free number to order two children's books from the Chinaberry catalog, he was using __________.

A)outbound videoconferencing
B)interactive marketing
C)multichannel selling
D)inbound telemarketing
E)outbound telemarketing

Question 25

Inside order takers are also referred to as __________.

A)managers
B)directors
C)missionaries
D)salesclerks
E)go-getters

Question 26

Order getter refers to

A)a salesperson who specializes in identifying, analyzing, and solving customer problems, but who does not actually sell products and services.
B)a salesperson that processes routine orders or reorders for products that are presold by the company.
C)a salesperson who sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers' use of a product or service.
D)a person on the selling team who is responsible for obtaining qualified leads.
E)a member of the sales support team who does not directly solicit orders but rather concentrates on performing promotional activities and introducing new products.

Question 27

Sales people called __________, typically answer simple questions, take orders, and complete transactions with customers.

A)managers
B)directors
C)outside order takers
D)inside order takers
E)go-getters

Question 28

Salespeople called __________ visit customers and replenish inventory stocks of resellers, such as retailers or wholesalers.

A)inside order takers
B)outside order takers
C)inbound telemarketers
D)outbound telemarketers
E)management order takers

Question 29

receive orders from customers and complete the transactions-40 percent of his workweek.Whitaker engaged in which type of selling?

A)outside order taking
B)relationship selling
C)inside order taking
D)full-line selling
E)missionary sales

Question 30

Two types of order takers exist; __________ visit customers and replenish inventory stocks of resellers, and __________ typically answer simple questions, take orders and complete transactions with customers.

A)inside order takers; outside order takers
B)missionary salespeople; inside order takers
C)outside order takers; inside order takers
D)salesclerks; telemarketers
E)order clerks; outside order takers

Question 31

Which form of personal selling has the lowest requirement for problem solving?

A)order taker
B)order getter
C)sales engineer
D)missionary salesperson
E)partnership selling

Question 32

Marilyn called the Butterball hotline to learn how to prepare her Thanksgiving turkey and dressing.The toll-free number that Butterball uses each holiday season to provide information on how to prepare turkey is an example of __________.

A)interactive marketing
B)multichannel selling
C)inbound telemarketing
D)outbound telemarketing
E)outbound videoconferencing

Question 33

On a recent shopping excursion at the local Target store, Jim Krause went from aisle to aisle selecting the products he needed.He bought a variety of products, including shampoo, toothpaste, a green plant for his office, and several pair of socks.Interestingly, the only salesperson Krause encountered was the person at the checkout counter.The checkout person at Target is an example of a(n) __________.

A)inside order getter
B)outside order getter
C)general sales representative
D)inside order taker
E)outside order taker

Question 34

The use of toll-free telephone numbers that customers call to obtain information about products and make purchases is referred to as __________.

A)inbound telemarketing
B)outbound telemarketing
C)outbound videoconferencing
D)interactive marketing
E)multichannel selling

Question 35

Salespeople called outside order takers visit customers and __________ of resellers, such as retailers and wholesalers.

A)survey the technical problems
B)identify targets of opportunity
C)replenish inventory stocks
D)investigate materials handling procedures
E)discreetly observe personnel management

Question 36

FIGURE 17-1
When a Frito-Lay salesperson, such as the one shown above in Figure 17-1, takes an inventory of Doritos chips to ensure that the snacks are in adequate supply on retailers' shelves, what form of buying decision does the manager engage in?

A)new buy
B)modified rebuy
C)straight rebuy
D)team rebuy
E)need rebuy

Question 37

Which type of salesperson would routinely be involved in an industrial straight rebuy situation?

A)an outside order getter
B)an order taker
C)a missionary salesperson
D)a sales engineer
E)a technical sales representative

Question 38

The primary responsibility of order takers is

A)to "preach" the benefits of a new product or service, to a customer, rather than close the sale.
B)to preserve an ongoing relationship with existing customers and maintain sales.
C)to build market share in his or her territory.
D)to convince a customer to switch to a higher priced item, even if it is not their first choice.
E)create a sense of goodwill not only to the brand but to the entire product class.

Question 39

FIGURE 17-1
In Figure 17-1 above, a Dorito's salesperson, an __________ is taking inventory of available product at a supermarket.This information will be given to the store manager who will most likely use it to make a __________.

A)inside order taker; straight rebuy
B)inside order taker; new buy
C)outside order taker; straight rebuy
D)outside order taker; modified rebuy
E)order getter; new buy

Question 40

Which of the following statements regarding order getters is most accurate?

A)Order getters need a high degree of creativity.
B)Order getters often replenish a retailer's inventories.
C)Order getters handle orders obtained on inbound telemarketing.
D)Order getters typically process reorders for products already sold by the company.
E)Order getter sales calls traditionally require the lowest financial investment from the firm.

Question 41

FIGURE 17-3
As shown in Figure 17-3 above, stage "D" in the personal selling process is the __________ stage.

A)presentation
B)prospecting
C)preapproach
D)approach
E)follow-up

Question 42

FIGURE 17-2
As shown in Figure 17-2 above, what percentage of a sales representative's time is spent selling?

A)32 percent
B)43 percent
C)48 percent
D)53 percent
E)55 percent

Question 43

Which of the following statements regarding order getters is most accurate?

A)Order getters often replenish a retailer's inventories.
B)Order getters handle orders obtained on inbound telemarketing.
C)Order getters require considerable product knowledge.
D)Order getters typically process reorders for products already sold by the company.
E)Order getter sales calls traditionally require the lowest financial investment from the firm.

Question 44

FIGURE 17-3
As shown in Figure 17-3 above, stage "C" in the personal selling process is the __________ stage.

A)prospecting
B)preapproach
C)presentation
D)approach
E)follow-up

Question 45

FIGURE 17-3
As shown in Figure 17-3 above stage "F" in the personal selling process is the __________ stage.

A)close
B)approach
C)preapproach
D)presentation
E)follow-up

Question 46

FIGURE 17-3
As shown in Figure 17-3 above, stage "E" in the personal selling process is the __________ stage.

A)close
B)approach
C)follow-up
D)preapproach
E)presentation

Question 47

FIGURE 17-3
As shown in Figure 17-3 above, stage "A" in the personal selling process is the __________ stage.

A)prospecting
B)preapproach
C)presentation
D)approach
E)follow-up

Question 48

Which of the following statements regarding order getters is most accurate?

A)Order getters often replenish a retailer's inventories.
B)Order getters handle orders obtained on inbound telemarketing.
C)Order getters typically process reorders for products already sold by the company.
D)Order getters are most often used in new-buy or modified rebuy situations.
E)Order getter sales calls traditionally require the lowest financial investment from the firm.

Question 49

The personal selling process refers to

A)the activities that begin with the prospecting of potential leads to the final closing of a sale.
B)the three sales activities that include: identifying a customer with an unfilled need, identifying a product or service that could satisfy that need, and initiating a formalized exchange or sale.
C)the formalized sales protocol used by a company's salesforce to ensure a consistent quality sales presentation.
D)the sales activities occurring before, during, and after the sale itself, consisting of six stages: prospecting, preapproach, approach, presentation, close, and follow-up.
E)the sequential steps taken to close a sale including finalizing product benefits, arranging for distribution, and arranging for payment.

Question 50

Sales activities occurring before, during, and after the sale itself, consisting of six stages: prospecting, preapproach, approach, presentation, close, and follow-up are referred to as

A)the product marketing process.
B)the strategic marketing process.
C)the personal selling process.
D)relational selling.
E)the consumer purchase decision process.

Question 51

Industry research shows that outside order getters, or field service representatives spend 55 percent of their time selling, and another __________ devoted to customer service calls.

A)5 to 10
B)10 to 20
C)15 to 20
D)20 to 25
E)25 to 30

Question 52

It is estimated that the average cost of a single field sales call on a business customer is about __________, factoring in salespeople compensation, benefits, and travel-and-entertainment expenses.

A)$150.00
B)$250.00
C)$300.00
D)$350.00
E)$400.00

Question 53

Industry research shows that outside order getters, or field service representatives, often works over __________ per week.

A)48 hours
B)50 hours
C)55 hours
D)60 hours
E)65 hours

Question 54

It is estimated that the average cost of an outbound telemarketing sales call on a business customer is about __________, versus $350.00 for a single field sales call.

A)$10 to $15
B)$15 to $20
C)$20 to $25
D)$30 to $40
E)$40 to $50

Question 55

FIGURE 17-3
As shown in Figure 17-3 above, stage "B" in the personal selling process is the __________ stage.

A)prospecting
B)preapproach
C)presentation
D)approach
E)follow-up

Question 56

FIGURE 17-3
Figure 17-3 above shows there are six stages in the personal selling process ("A" through "F") along with the objective(s) of each stage.If the salesperson's objective is to "gather information and decide how to approach the prospect," what is the name of this stage of the personnel selling process?

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

Question 57

FIGURE 17-3
Figure 17-3 above shows there are six stages in the personal selling process ("A" through "F") along with the objective(s) of each stage.If the salesperson's objective is to "search for and qualify potential customers," what is the name of this stage of the personnel selling process?

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

Question 58

Which of the following statements regarding order getters is most accurate?

A)Order getters often replenish a retailer's inventories.
B)Order getters handle orders obtained on inbound telemarketing.
C)Order getters typically process reorders for products already sold by the company.
D)Order getter sales calls traditionally require the greatest financial investment from the firm.
E)Order getter sales calls traditionally require the lowest financial investment from the firm.

Question 59

The practice of using the telephone rather than personal visits to contact customers is referred to as __________.

A)cross-calling
B)cold canvassing
C)inbound telemarketing
D)outbound telemarketing
E)masochistic sales

Question 60

FIGURE 17-3
Figure 17-3 above shows there are six stages in the personal selling process ("A" through "F") along with the objective(s) of each stage.If the salesperson's objective is to "gain a prospect's attention, stimulate interest, and make transition to the presentation," what is the name of this stage of the personnel selling process?

A)prospecting
B)preapproach
C)approach
D)close
E)follow-up

Question 61

The name of a person who may be a possible customer is referred to as a __________.

A)lead
B)hot lead
C)cold call
D)prospect
E)qualified prospect

Question 62

The name of a person who wants or needs the product is referred to as a __________.

A)lead
B)hot lead
C)cold call
D)prospect
E)qualified prospect

Question 63

A method of selling in which a salesperson makes a telephone call or a visit is made to a prospective customer without a referral is called __________.

A)team selling
B)cold calling
C)seminar selling
D)formula selling
E)conference selling

Question 64

FIGURE 17-3
Figure 17-3 above shows there are six stages in the personal selling process ("A" through "F") along with the objective(s) of each stage.If the salesperson's objective is to "begin converting a prospect into a customer by creating a desire for the product or service," what is the name of this stage of the personnel selling process?

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

Question 65

Encyclopedia Britannica pays to have a business reply card bound into magazines adjacent to its advertisement.The ad asks people to return the card for more information on how its encyclopedias can help children do better in school.Encyclopedia Britannica is engaging in

A)cold-canvassing.
B)sales follow-up
C)order taking.
D)data-mining.
E)prospecting.

Question 66

FIGURE 17-3
Figure 17-3 above shows there are six stages in the personal selling process ("A" through "F") along with the objective(s) of each stage.If the salesperson's objective is to "obtain a purchase from the prospect and create a customer," what is the name of this stage of the personnel selling process?

A)approach
B)presentation
C)follow-up
D)preapproach
E)close

Question 67

Another name for cold calling is

A)cold canvassing.
B)seminar selling.
C)conference selling.
D)sales managed selling.
E)trial close selling.

Question 68

Personal selling begins with the __________ stage.

A)lead
B)presentation
C)preapproach
D)prospecting
E)follow-up

Question 69

The search for and qualification of potential customers during the personal selling process is referred to as __________.

A)prospecting
B)data mining
C)lead initiation
D)initial canvassing
E)primary planning

Question 70

If an individual wants the product, can afford to buy it, and is the decision maker, this individual is referred to as a(n) __________.

A)qualified prospect
B)proactive buyer
C)activated lead
D)lead initiator
E)hot prospect

Question 71

FIGURE 17-3
Figure 17-3 above shows there are six stages in the personal selling process ("A" through "F") along with the objective(s) of each stage.If the salesperson's objective is to "ensure that the customer is satisfied with the product or service," what is the name of this stage of the personnel selling process?

A)follow-up
B)prospecting
C)presentation
D)preapproach
E)close

Question 72

Which of the following statements describes the major difference between a prospect and a qualified prospect?

A)Prospects are more likely than qualified prospects to become customers.
B)During the sales presentation, prospects are more likely to raise objections than qualified prospects.
C)There are generally more qualified prospects than prospects.
D)Qualified prospects have not only the need or desire for your product, but they have the ability and authority to purchase it.
E)The only difference between a prospect and a qualified prospect is that a qualified prospect has purchased your product in the past, and a prospect has not.

Question 73

A(n) __________ is an individual that wants a product, can afford to buy it, and is the decision maker.

A)lead
B)prospect
C)gatekeeper
D)opinion leader
E)qualified prospect

Question 74

There are three types of prospects

A)cold, warm, and hot.
B)leads, prospects, and proactive buyers.
C)leads, prospects, and qualified prospects.
D)segmented, non-segmented, and spontaneous.
E)primary leads, qualified prospects, and proactive buyers.

Question 75

Which of the following statements regarding cold canvassing is most accurate?

A)Currently there are no Federal regulations regarding cold canvassing in terms of disclosure or early morning or late night calling.
B)Some 75 percent of U.S.consumers consider cold canvassing an intrusion on their privacy.
C)Generally, only 1 in 100 cold canvass calls results in a sale, so it is only effective for high ticket items.
D)Cold calling is rarely successful in identifying qualified prospects.
E)The Telephone Consumer Protection Act (1991) not only protected citizens, it ensured the rights of telemarketers to call anyone listed in a public directory whether they chose to be called or not.

Question 76

Alice Faulkner is a professional salesperson.She earns her living by selling advertising for The New York Times newspaper.In addition to selling advertising to her regular accounts, Alice is responsible for generating new advertising accounts for the newspaper.In order to fulfill her responsibilities, Faulkner works hard to make sure the potential customers she sells to are qualified prospects.How can Faulkner know if the prospects she is selling to are qualified prospects?

A)Qualified prospects have an interest in buying display advertising in the paper.
B)Qualified prospects have the money to buy display advertising in the paper.
C)Qualified prospects have the authority to make the decision to buy the advertising.
D)Qualified prospects have a need for the advertising, can afford to buy it, and have the authority to make the purchase decision.
E)Qualified prospects read the newspaper daily and recognize that it is a good advertising medium.

Question 77

Advertising with a coupon or a toll-free number; exhibits at trade shows and conferences; using the Internet including web sites, e-mail, bulletin boards, and newsgroups; and cold canvassing are all activities that would take place during the __________ stage of the personal selling process.

A)data mining
B)prospecting
C)preapproach
D)approach
E)presentation

Question 78

Mark wanted to make some extra money, so he went door-to-door in his neighborhood asking people if they had any small jobs that they could hire him to perform.Mark had no idea of whether anyone had any jobs for him, and he picked the doors he knocked on randomly.In terms of the selling process, Mark was engaged in __________ when he knocked on a door.

A)stimulus response selling
B)the preapproach
C)cold canvassing
D)closing
E)traffic generation

Question 79

Russ Berry Company is a company that makes gifts and collectibles.When its southeastern sales rep is driving through a community on her way to make a sales call, she looks for small independent florists and gift shops.When she finds a retailer whom she knows is not carrying Russ products, she stops and makes a sales call.The company's sales rep uses _________ to find prospects.

A)stimulus response selling
B)the preapproach
C)cold canvassing
D)formula
E)closing

Question 80

Federal regulations contain provisions that allow consumers to avoid being called at any time through the __________, and imposes fines for violations.

A)Do Not Disturb Registry
B)Do Not Call Registry
C)Do Not Interrupt Registry
D)Do Not Infringe Registry
E)Do Not Agitate Registry