Question 1

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

Accepted Answer

A)  interactive marketing. 
B)  multichannel selling. 
C)  inbound telemarketing. 
D)  outbound telemarketing. 
E)  social networking.

Question 2

A sales representative at Cascade Maverik reports that she spends about 25 percent of her time on the ________ stage of the personal selling process, "finding potential leads, talking to coaches."

Accepted Answer

A)  closing 
B)  presenting 
C)  approaching 
D)  prospecting 
E)  follow-up

Question 3

The disadvantage of a product sales organization is

Accepted Answer

A)  it increases the number of salespersons in the salesforce since most product sales organizations are based around standard rebuys. 
B)  there is a larger cost for sales since this method is chosen for products that inherently have little or no product variation. 
C)  it significantly maximizes travel time, expenses, and duplication of selling effort from one territory to another. 
D)  it increases the requirement for more sales managers since the salesforce is paid strictly on commission, which acts as a significant self-motivator. 
E)  it produces high administration costs and duplication of selling effort because two company salespeople may call on the same customer.

Question 4

Norma Adler works for Tyco Healthcare. Her job is to visit hospitals and meet with staff to explain the equipment that Tyco manufactures for use in operating rooms. Although Adler is part of her company's salesforce, she does not directly solicit orders. Adler is what type of salesperson?

Accepted Answer

A)  an inside order taker 
B)  an outside order getter 
C)  a missionary salesperson 
D)  a sales engineer 
E)  a sales team coordinator

Question 5

The practice of proposing related or complementary products and services during the sales process is referred to as

Accepted Answer

A)  adaptive selling. 
B)  cross-selling. 
C)  formula selling. 
D)  upselling. 
E)  relationship selling.

Question 6

There are three major tasks involved in the implementation stage of the sales management process: salesforce motivation and compensation, salesforce training, and

Accepted Answer

A)  salesforce recruitment and selection. 
B)  developing account management policies. 
C)  assignment of territories and accounts. 
D)  setting sales objectives. 
E)  salesforce evaluation.

Question 7

About 60 percent of U.S. companies now include customer satisfaction as ________ measure of salesperson performance.

Accepted Answer

A)  a demonstrative 
B)  a sensitive 
C)  a cognitive 
D)  an emotional 
E)  a behavioral

Question 8

MooreChem created a marketing dashboard for each of its sales representatives. These dashboards included seven measures-sales revenue, gross margin, selling expense, profit, average order size, new customers, and customer satisfaction. Each metric was gauged to show actual salesperson performance

Accepted Answer

A)  in terms of company rank. 
B)  relative to the rest of the sales team. 
C)  relative to target goals. 
D)  plus expectations for the next two years. 
E)  based upon previous years of experience.

Question 9

Account management policies

Accepted Answer

A)  specify how salespeople will be compensated and how sales performance will be evaluated. 
B)  specify which products or services will be offered to which consumers, through which outlets, and at what price. 
C)  specify the organizational structure of the salesforce and set the sales goals for both individual sales representatives and the salesforce as a whole. 
D)  specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out. 
E)  determine the sales quotas for the upcoming year based upon past sales performance and current estimates of demand.

Question 10

What percentage of a sales representative's time is spent selling?

Accepted Answer

A)  22 percent 
B)  36 percent 
C)  48 percent 
D)  59 percent 
E)  73 percent

Question 11

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

Accepted Answer

A)  an order taker 
B)  an order getter 
C)  a missionary salesperson 
D)  a sales engineer 
E)  an outbound telemarketer

Question 12

________ provides intelligence to salespeople in the form of lead qualification, preapproach preparation, customer buying patterns, and upselling and cross-selling opportunity identification.

Accepted Answer

A)  Time management software 
B)  Customer service and support automation 
C)  Sales force automation 
D)  Proposal generation software 
E)  Marketing automation

Question 13

Figure 21-7
-Consider Figure 21-7 above, which is an account management policy grid that groups customers according to the level of opportunity and the firm's competitive sales position. Box C represents which account management policy?

Accepted Answer

A)  accounts that the firm should consider replacing personal calls with telephone sales or direct mail to service accounts 
B)  accounts that should emphasize a heavy sales organization position or shift resources to other accounts if a stronger sales organization position is impossible 
C)  accounts that offer a poor opportunity because they have high levels of competition 
D)  accounts that should receive a high level of sales calls and service to retain and possibly build accounts 
E)  accounts that should receive moderate level of sales and service to maintain current position of sales organization

Question 14

Which of these is one of the key attributes for potential salesforce recruits at Cascade Maverik?

Accepted Answer

A)  portray a casual attitude 
B)  resistant to structure 
C)  expect explicit direction 
D)  understand the team mentality 
E)  sensitive

Question 15

All of these are behavioral measures that are used to evaluate salespeople exceptwhich?

Accepted Answer

A)  attitude 
B)  product knowledge 
C)  sales 
D)  communication skills 
E)  appearance

Question 16

Discuss the ethics of salespeople asking their customers for information about such things as the pricing and promotion strategies of the salesperson's competitors.

Accepted Answer

The answer of Discuss the ethics of salespeople asking their...

Question 17

A salesperson who is guided by the notion, "I try to sell customers all I can to convince them to buy, even if I think it is more than a wise customer should buy," has which type of orientation?

Accepted Answer

A)  sales 
B)  cognitive 
C)  emotional 
D)  customer 
E)  compensatory

Question 18

Which is the simplest salesforce organizational structure?

Accepted Answer

A)  profit 
B)  customer 
C)  product 
D)  geographical 
E)  market

Question 19

Which of the following statements should a salesperson use to accept the objection?

Accepted Answer

A)  "I think I might be able to explain that better to you after showing you this diagram." 
B)  "Yes, you're right, it is lighter. Customers haven't mentioned that as a problem-why do you think it might be?" 
C)  "That's true. It does have a shorter shelf life, but that really hasn't been a problem. It is so popular it never stays on the shelf that long anyway." 
D)  "Where did you hear that? Your source must have erroneous information." 
E)  "As I was saying…."

Question 20

A geographical sales organization would not be the best structure if

Accepted Answer

A)  a firm is trying to reduce duplication of selling effort. 
B)  a firm is trying to minimize travel time. 
C)  a firm's products or customers require specialized knowledge. 
D)  different buyers have similar needs. 
E)  there is a need to increase the number of salespersons in the salesforce.

Exam 21: Implementing Interactive and Multi-Channel Marketing