Deck 6: Sales Knowledge: Customers, Products, Technologies

Question 1

Knowledge of selling is gained only through formal classes, which is why firms invest so heavily in employee training programs.

Answer 1

False

Question 2

With reference to sales promotion, POP stands for price-on-purchase.

Answer 2

False

Question 3

Premiums are used solely to encourage customers to come into the retailer store.

Answer 3

False

Question 4

Monitoring advertising and sales promotion activities enables salespeople to include current data and prices into sales presentations.

Question 5

A primary obstacle faced by a salesperson who is trying to get shelf space for a new product is limited retail store space.

Question 6

Direct-mail advertising helps expose users to a product or remind them that the product is available to meet a specific need.

Question 7

Price refers to the value of a product that attracts the buyer to exchange something of value for the product.

Question 8

Shelf facing refers to the number of individual products placed side-by-side on the shelf.

Question 9

To reduce the amount of time that must be devoted to sales training, modern companies do not teach their salespeople about the company's history.

Question 10

Industrial advertising has more specified channels of communication and a smaller number of potential customers, leading to lower advertising costs.

Question 11

Cooperative advertising is paid for by retailers and designed to reach industrial buyers.

Question 12

Sales training is the effort put forth by an employer to provide the opportunity for the salesperson to receive job-related skills and knowledge that improve sales success.

Question 13

The three major categories of premiums are sales force premiums, consumer premiums, and dealer premiums.

Question 14

According to the Golden Rule of Personal Selling, most customers do not care how much a salesperson knows about a product until the salesperson shows honesty and caring.

Question 15

Trade advertising is advertising the retailer conducts with the cost shared between manufacturer and retailer.

Question 16

According to the text, salespeople who are product experts develop ethical, long-term relationships with customers.

Question 17

Carla Piretti is a manager of a plant that processes recycled plastic and sells it to other companies. She recently saw an advertisement for a machine that would help her company reduce the cost of reclaiming the recycled plastic by 20 percent. This ad is an example of trade advertising.

Question 18

National advertising is sometimes limited to the top 100 markets in order to provide more punch per ad dollar.

Question 19

A premium is an article of merchandise offered as an incentive to encourage the user to take some action.

Question 20

One of the reasons companies advertise is because they hope to reduce cognitive dissonance over a purchase.

Question 21

Salespeople who use a mobile office are not as efficient as those who work out of a stable office.

Question 22

Which of the following statements about sales training is most likely true?

A) Sales training ends when the salesperson actually begins the selling job.
B) An understanding of sales training is only gained through the company's formal training program.
C) Sales training is irrelevant once a salesperson receives the designation of "master sales representative."
D) Sales knowledge gained from sales training benefits not only the salesperson and the company but also the customer.
E) Periodic sales training is intended to keep salespeople humble and aware of their shortcomings.

Question 23

Personal computers improve the number and quality of sales calls.

Question 24

Salespeople need to have selling knowledge for all of the following reasons EXCEPT:

A) increasing sales.
B) building relationships with their customers.
C) increasing the individual salesperson's self-confidence.
D) building the buyer's confidence in the individual salesperson.
E) increasing cognitive dissonance among customers and competitors.

Question 25

Sales force automation addresses three broad areas of functionality: personal productivity, communications, and order processing and customer service.

Question 26

In sales, the need for netiquette mostly arises when using text messaging.

Question 27

A salesperson selling ________ to ________ would most likely need the most extensive product and company knowledge.

A) skis; consumers
B) jewelry; retailers
C) televisions; consumers
D) computers; small businesses
E) rocket components; engineers

Question 28

Many companies offer customers various types of discounts, which are usually developed at the business unit level by the firm's product managers.

Question 29

In office settings, a salesperson should not use speakerphones unless it is required for a meeting.

Question 30

Monitoring advertising and sales promotion activities enables salespeople to include current data and prices into sales presentations.

Question 31

The personal computer is a valuable tool for increasing a salesperson's productivity and improving customer relationships.

Question 32

Electronic calendar management can result in improved time management.

Question 33

Which term refers to an employer's effort to provide the opportunity for salespeople to learn about the job-related skills, knowledge, and attitudes that lead to sales success?

A) Negotiation training
B) Sales training
C) Market positioning
D) Contact management
E) Job development

Question 34

The rules of netiquette encourage the use of all capital letters in e-mails that need to be communicated quickly.

Question 35

One method to obtain information on competitors is through advertisements.

Question 36

A personal digital assistant (PDA) is a worldwide radio-navigation system formed from a constellation of satellites circling the earth and their ground stations.

Question 37

Salespeople should familiarize themselves with the company's price, discount, and credit policies so that they can use them as a competitive advantage.

Question 38

A salesperson with contact management software has a map file for routing each day's schedule.

Question 39

When leaving a voice message, avoid stating your name or phone number more than once to save storage space on the user's voice mail system.

Question 40

According to the text, salespeople need to have sales knowledge to:

A) comply with state and federal Green River Ordinances.
B) build the buyer's confidence in the salesperson.
C) eliminate inequities in sales experience.
D) more efficiently manage inventory.
E) win their employers' confidence.

Question 41

An advertisement in a local newspaper for a locally-owned shoe store is an example of _____ advertising.

A) industrial
B) national
C) trade
D) retail
E) co-op

Question 42

Smith-Lockwood, a gift store, ran a half-page newspaper advertisement for Howard Miller brand clocks. Smith-Lockwood's Howard Miller supplier reimbursed the store's owner for the media cost. What type of advertising has most likely been used?

A) Industrial
B) National
C) Trade
D) Institutional
E) Co-op

Question 43

Local supermarkets and department stores regularly advertise nationally distributed brand products. Which of the following advertisement types are they most likely to use?

A) Retail advertising
B) National advertising
C) Cooperative advertising
D) Trade advertising
E) Industrial advertising

Question 44

Which of the following pieces of information would be LEAST important for a salesperson to know about the product she sells?

A) How the product performs
B) How the product is selling in the market
C) Specific features and benefits of the product
D) Physical size and characteristics of the product
E) Steps and safety precautions required to make the product

Question 45

A veterinarian ran a local newspaper advertisement announcing it was the exclusive distributor of Hill brand gourmet pet food. The Hill salesperson reimbursed the veterinarian for the media cost. This is most likely an example of _____ advertising.

A) industrial
B) national
C) trade
D) dual
E) co-op

Question 46

A POP display would most likely be used by a retailer to:

A) facilitate the SELL sequence in a sales presentation.
B) develop long-term customer relationships.
C) meet environmental requirements.
D) attract customer attention.
E) expand shelf space.

Question 47

Sheila Dunn is the author of a children's book. A retail bookstore chain has agreed to advertise Sheila's book aggressively with lots of countertop literature racks, posters, banners, and life-size images of the characters from her book. All of these are examples of:

A) trade sales promotion efforts.
B) point-of-purchase displays.
C) shelf positioning tools.
D) shelf facing tactics.
E) retailer premiums.

Question 48

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

A) Special purchase prices
B) Displays
C) Dealer loader
D) Retail coupons
E) Trade discounts

Question 49

Dell Computers wants to reach all potential users of their products, both industrial buyers and final consumers. They would most likely use _____ advertising because it has the greatest reach.

A) trade
B) national
C) industrial
D) retail
E) cooperative

Question 50

Why do some businesses require that new salespeople work on the company's assembly line?

A) Develop empathy
B) Gain product knowledge
C) Analyze channel distribution
D) Monitor customer service facilities
E) Form relationships with co-workers

Question 51

Companies advertise their products for all of the following reasons EXCEPT to:

A) increase intermediary cooperation.
B) educate potential customers about products.
C) reduce buyers' cognitive dissonance about a purchase.
D) develop leads for salespeople through mail-ins.
E) presell products even before a salesperson's call.

Question 52

Which of the following would most likely include a trial sample or request consumers to complete a questionnaire to receive a free product sample?

A) Trade advertising
B) Industrial advertising
C) Cooperative advertising
D) Retail advertising
E) Direct-mail advertising

Question 53

When the manufacturer of Western Riding Saddles advertises in a publication that is distributed only to operators of riding schools, it is an example of _____ advertising.

A) industrial
B) national
C) retail
D) trade
E) pioneering

Question 54

_____ advertising is designed to reach all users of the products whether consumers or industrial buyers.

A) Direct-mail
B) Industrial
C) Trade
D) National
E) Retail

Question 55

Which of the following is primarily a trade sales promotion?

A) Free samples
B) Consumer demonstrations
C) Store coupons
D) Sweepstakes
E) Special purchase prices

Question 56

_____ refers to the physical placement of the product within the retail store.

A) Inventory management
B) Shelf positioning
C) Suggestion selling
D) Shelf facing
E) Stock locating

Question 57

Advertising directed toward individuals who purchase products for use in manufacturing other products is called _____ advertising.

A) industrial
B) national
C) trade
D) manufacturers'
E) installation

Question 58

Advertising developed and paid for by manufacturers and directed toward wholesalers is most likely _____ advertising.

A) industrial
B) national
C) trade
D) retail
E) co-op

Question 59

An advertisement for Carr Cabinet Doors that is directed to people in the woodworking industry ran in a publication called Custom Woodworking Business. The ad explained why Carr Cabinet Doors were the perfect finishing touch for any kind of cabinets. This manufacturer used _____ advertising to reach potential users of its doors.

A) national
B) industrial
C) cooperative
D) retail
E) institutional

Question 60

Which information is the LEAST important for a salesperson to know about a channel member that sells the same products as the salesperson's employer?

A) Distribution policies
B) Product lines carried
C) Pricing policies
D) Purchase history
E) Inventory methods

Question 61

The major obstacle a salesperson faces when trying to get retailers to place new products on store shelves is:

A) retailers' resistance to change.
B) unclear product categories.
C) negative publicity.
D) poor self-regulation.
E) limited shelf space.

Question 62

Discounts on prices are usually determined by the firm's ____.

A) chief executive officer
B) marketing managers
C) channel partners
D) salespeople
E) distributors

Question 63

Todd, a sales representative for a textbook publisher, knows the name and direct line of each client's administrative assistant. Which type of software most likely helps Todd keep track of this information?

A) GIS
B) POP
C) Inventory management
D) Contact management
E) Calendar management

Question 64

Which of the following is a fully functional computer that works as an extension of a salesperson's personal computer?

A) MP3
B) POS
C) GPS
D) PDa
E) GIS

Question 65

Which of the following would most likely remind a salesperson to send a thank-you letter to a sales prospect?

A) Geographic information system
B) Electronic Rolodex
C) Sales force automation system
D) Demographic information system
E) Global positioning system

Question 66

Terrence sells office equipment and is asked by a prospect, "How does your product compare to the one I'm currently using?" To prepare for this question, Terrence should have:

A) planned a trial close.
B) examined the competition's ads.
C) checked his firm's code of ethics.
D) practiced question-avoidance techniques.
E) talked to former employees of his competitors.

Question 67

Shelf facings are defined as the:

A) number of products of a particular manufacturer in a retail outlet.
B) number of individual POP displays placed within a retail store.
C) physical placement of the product within the retail store.
D) total number of products in a retail outlet.
E) number of individual products placed beside each other on a retailer's shelf.

Question 68

A car salesperson was selling a used car to Larry Travis when Larry said, "I really like this car, but I am not going to buy any car without knowing its history." The salesperson went to his computer, visited a Website called Car Fax and handed Travis a printout of the car's history. This incident best exemplifies how:

A) point-of-purchase displays attract attention.
B) technological changes have enhanced sales.
C) transactional selling methods are utilized.
D) long-term partnering relationships are formed.
E) contact management software benefits salespeople.

Question 69

A(n) _____ is an article of merchandise offered as an incentive to the user to take some action.

A) premium
B) POP display
C) earned discount
D) value adding product
E) quantity discount allowance

Question 70

Which of the following would most likely be used by a salesperson to make a sales presentation that includes product video clips?

A) Outlook
B) Windows
C) Excel
D) PowerPoint
E) Internet Explorer

Question 71

A salesperson would most likely use an iPod to:

A) develop product knowledge and selling skills.
B) search the Internet for a competitor's product data.
C) integrate video clips into PowerPoint presentations.
D) organize client contact information.
E) schedule customer meetings.

Question 72

To make the most efficient use of computers as sales tools, salespeople should use their personal computers to:

A) play challenging games.
B) make additional cold calls.
C) help them avoid poor closings.
D) improve their personal productivity.
E) create personal blogs about selling.

Question 73

Which term refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product?

A) Price
B) Promotion
C) Depreciation
D) Premium
E) Gross margin

Question 74

Which of the following provides a list of all the customers a salesperson meets in the course of conducting business?

A) Contact management software
B) Sales force automation system
C) Electronic mail system
D) Worksheet information system
E) Global positioning system

Question 75

The Internet is best described as a:

A) worldwide radio-navigation system.
B) global positioning system.
C) global network of computers.
D) global network of satellites.
E) geographic information system.

Question 76

Which of the following is NOT a feature associated with electronic calendar management?

A) Links scheduled events with accounts
B) Assigns relative priorities to items listed
C) Automatically checks for scheduling conflicts
D) Reduces time management errors
E) Includes product order history

Question 77

A salesperson who used a(n) _____ would be able to track customer buying patterns.

A) hashtag
B) computerized atlas
C) management information system
D) shared worksheet platform
E) geographic information system

Question 78

Manufacturers are LEAST likely to use premiums for:

A) getting prospects to request further information.
B) boosting the future sales of fast moving products.
C) getting customers to come into the retail store.
D) persuading prospects to sample the product.
E) introducing a new product.

Question 79

Salespeople use geographic information systems to:

A) increase their sales quotas.
B) acquire instant knowledge.
C) create more efficient routing patterns.
D) send text messages to customers and prospects
E) stay in constant contact with their sales managers.

Question 80

Surfing the Internet primarily refers to:

A) exploring sites found on the Web.
B) creating links between Web sites.
C) participating in online chat rooms.
D) accessing the Internet on a PDA.
E) purchasing a license for Internet access.