Deck 14: Bus Marketing Comm Managing the Personal Selling

Question 1

Concerning the level of sales that a salesperson might achieve in a particular territory, which specific territory traits appear to be most important?

A)potential, workload, dispersion
B)potential, concentration, dispersion
C)potential, competition, concentration
D)potential, workload, competition
E)potential, dispersion, competition

Answer 1

B

Question 2

In the sales performance literature, recent evidence suggests that a strict reliance on the ____ measurement approach may not produce the desired sales or marketing results because it "has lulled some sales executives into thinking that important sales outcomes could be reasonably accomplished without intense management reinforcement."

A)esteem-based
B)behavior-based
C)satisfaction-based
D)outcome-based
E)none of the answer choices.

Answer 2

D

Question 3

Expertise coordination is the process of

A)integrating the functions of finance and operations with sales
B)working with top management to help engage the top level managers in the sales process
C)diagnosing customer requirements and assembling an ad hoc team of internal experts who possess the skills to deliver a superior customer solution.
D)evaluating competitive offers and developing plausible approaches for surpassing those offers in the mind of prospective customers
E)All of the answer choices.

Answer 3

C

Question 4

The product-oriented sales organization presents which of the following disadvantages?

A)A "critical mass" of demand is required to offset the associated costs.
B)Compared to other ways of organizing the sales force, the salesperson has the greatest degree of latitude in choosing which products and customers to emphasize.
C)Several salespersons may be required to meet the diverse product requirements of a single customer.
D)all of the answer choices.
E)Both a "critical mass" of demand is required to offset the associated costs and several salespersons may be required to meet the diverse product requirements of a single customer.

Question 5

When each industrial salesperson performs all of the selling tasks associated with all of the firm's products, and performs these tasks for all customers in a particular territory, the sales force is organized on:

A)a customer basis.
B)a market-centered basis.
C)a geographical basis.
D)a product basis.
E)a cluster basis.

Question 6

Both behavior-based and outcome-based measures are used by sales managers to evaluate salesperson performance. When the system is outcome-based, the sales manager:

A)employs objective measures (sales results, market share gains) to evaluate performance.
B)directly monitors the activities of salespeople.
C)uses subjective measures of salesperson performance.
D)emphasizes a compensation system with a large fixed component.
E)measures the self-esteem and verbal intelligence of each salesperson.

Question 7

The characteristic of a sales territory that refers to the degree to which potential is available in the larger accounts in a particular territory is called:

A)potential.
B)critical mass.
C)concentration.
D)workload.

Question 8

High-performing salespeople are generally set apart from low performing sales people on the basis of:

A)their time on the job
B)their ability to recruit desired ad-hoc members on to their sales team
C)their past experience in new task selling situations
D)all of the answer choices.

Question 9

The _____ measurement approach of salesperson performance is best suited for the emerging emphasis on relationship selling.

A)esteem-based
B)behavior-based
C)satisfaction-based
D)outcome-based
E)none of the answer choices.

Question 10

The sales resource grid indicates that a particular territory (planning and control unit) possesses high PCU opportunity but low sales organization strength. This suggests which of the following sales resource assignments?

A)Invest a high level of sales resources to take advantage of opportunity.
B)Invest a minimal level of sales resources; selectively eliminate resource coverage; possible elimination of PCU.
C)Either direct a high level of sales resources to improve position and take advantage of opportunity or shift resources to other planning and control units.
D)Invest a moderate level of sales resources to maintain current position.

Question 11

The best practices of high-performing salespeople can provide

A)relational adaptiveness to a sales effort
B)Improved role definition to the sales job
C)the opportunity to create relationship congruity
D)relationship quality to the sales team
E)a template for improving the client management process.

Question 12

Salespersons tend to have a high level of job satisfaction when:

A)management provides them with the assistance and support needed to meet unusual and nonroutine problems.
B)they perceive themselves to have an active part in determining company policies and standards that affect them.
C)they perceive that their first-line supervisor closely directs and monitors their activities.
D)all of the answer choices.
E)both management provides them with the assistance and support needed to meet unusual and nonroutine problems and they perceive themselves to have an active part in determining company policies and standards that affect them.

Question 13

Effective sales training:

A)builds the confidence and motivation of the salesperson.
B)keeps the personal selling function aligned with marketing program objectives.
C)reduces the costs associated with recruiting.
D)all of the answer choices.
E)both builds the confidence and motivation of the salesperson and keeps the personal selling function aligned with marketing program objectives.

Question 14

The geographical sales organization structure presents which of the following disadvantages?

A)Each salesperson requires substantial product and customer knowledge.
B)This is the most costly form of sales organization.
C)Sales personnel may have a tendency to emphasize those products and end-use applications with which they are most familiar.
D)all of the answer choices.
E)Both each salesperson requires substantial product and customer knowledge and sales personnel may have a tendency to emphasize those products and end-use applications with which they are most familiar.

Question 15

The primary objective of the organizational selling center include:

A)acquisition and processing of pertinent marketing-related information.
B)execution of selling strategies.
C)designing the channel structure.
D)all of the answer choices.
E)both acquisition and processing of pertinent marketing-related information and execution of selling strategies.

Question 16

The sales resource grid indicates that a particular territory (planning and control unit) possesses low PCU opportunity but high sales organization strength. This suggests which of the following sales resource assignments?

A)Invest a high level of sales resources to take advantage of opportunity.
B)Invest a minimal level of sales resources; selectively eliminate resource coverage; possible elimination of PCU.
C)Either direct a high level of sales resources to improve position and take advantage of opportunity or shift resources to other planning and control units.
D)Invest a moderate level of sales resources to maintain current position.

Question 17

Using the behavior-based measurement approach to salesperson performance, sales managers:

A)monitor and direct the activities of salespeople.
B)use subjective measures of salesperson behavior.
C)emphasize a compensation system with a large fixed component.
D)consider the knowledge and presentation skills of the salesperson.
E)all of the answer choices.

Question 18

Sales managers use a variety of measures to evaluate salesperson performance. When the measurement system is behavior-based, the sales manager:

A)employs objective measures to evaluate performance.
B)emphasizes a compensation system with a large incentive component.
C)monitors and directs the activities of salespeople.
D)indirectly supervises salesperson activities.
E)measures the self-esteem of each salesperson.

Question 19

A _____ sales organization is especially appropriate when the product line is large or diverse.

A)geographical
B)product oriented
C)market centered
D)none of the answer choices.

Question 20

By organizing its sales force around retailing, financial services, and the petroleum industry, Hewlett-Packard is employing the _____ approach in structuring the sales force.

A)geographical
B)product
C)market-centered
D)territory
E)national accounts

Question 21

The second phase of for selecting key accounts:

A)considers the degree to which the transactions with potential customer will complement the economies of the seller's business.
B)identifies those customer accounts that have unique support requirements.
C)centers on the profit potential of a customer.
D)none of the answer choices.

Question 22

Motivation to perform is thought to be related strongly to:

A)the value the salesperson places on rewards.
B)the individual's perceptions of the types and amounts of rewards that will accrue from various degrees of job performance.
C)the extent to which a salesperson can see him/herself as a member of the target market.
D)both the value the salesperson places on rewards and the individual's perceptions of the types and amounts of rewards that will accrue from various degrees of job performance.
E)both the value the salesperson places on rewards and the extent to which a salesperson can see him/herself as a member of the target market.

Question 23

Research suggests that successful national account units:

A)have senior management support.
B)have well-defined objectives.
C)have experienced individuals who know how to create effective customer solutions.
D)All of the answer choices.
E)both have well-defined objectives and have experienced individuals who know how to create effective customer solutions.

Question 24

_____ is the amount of effort a salesperson desires to expend on each of the activities or tasks associated with his or her job.

A)Supervision
B)Motivation
C)Attitude
D)Performance
E)Intrinsic satisfaction

Question 25

Which of the following are influences on the potential level of sales in a particular territory?

A)Salesperson characteristics.
B)Competition.
C)Territory characteristics.
D)All of the answer choices.
E)Both salesperson characteristics and competition.

Question 26

Job satisfaction is theorized to decline when the salesperson's perception of his/her role is:

A)inaccurate in terms of the expectations of superiors.
B)characterized by conflicting demands among role partners that the salesperson cannot possibly resolve.
C)surrounded by uncertainty due to a lack of information about the expectations and evaluation criteria of superiors and customers.
D)all of the answer choices.
E)both characterized by conflicting demands among role partners that the salesperson cannot possibly resolve and surrounded by uncertainty due to a lack of information about the expectations and evaluation criteria of superiors and customers.

Question 27

The sales resource grid indicates that a particular territory (planning and control unit) possesses high PCU opportunity and high sales organization strength. This suggests which of the following sales resource assignments?

A)Invest a high level of sales resources to take advantage of opportunity.
B)Invest a minimal level of sales resources.
C)Invest a moderate level of sales resources to keep current position strength.
D)Either direct a high level of sales resources to improve position or shift resources to other PCUs.

Question 28

_____ is a measure of the total business opportunity for all sellers in a particular market.

A)Potential
B)Concentration
C)Dispersed
D)Territory workload

Question 29

The final phase of for selecting key accounts:

A)centers on the profit potential of a customer.
B)identifies those customer accounts that have unique support requirements.
C)considers the degree to which the transactions with potential customer will complement the economies of the seller's business.
D)none of the answer choices.

Question 30

A salesperson's job performance is a function of:

A)product knowledge and expertise.
B)level of motivation.
C)aptitude or ability.
D)All of the answer choices.
E)both level of motivation and aptitude or ability.

Question 31

The sales resource grid indicates that a particular territory (planning and control unit) possesses low PCU opportunity and low sales organization strength. This suggests which of the following sales resource assignments?

A)Invest a high level of resources to take advantage of opportunity.
B)Invest a moderate level of resources.
C)Invest a minimal level of sales resources, selectively eliminate resource coverage, or possibly eliminate the PCU.
D)None of the answer choices.

Question 32

Organization of the sales force depends on the:

A)nature of the product.
B)the length of the product line.
C)the nature of the buying behavior in each segment.
D)All of the answer choices.
E)both nature of the product and the nature of the buying behavior in each segment.

Question 33

To identify coverage gaps across territories and to better match sales resources with market opportunity, the GE process for accomplishing territory alignment involves

A)evaluating account quality
B)examining account density
C)implementing changes to enhance sales force effectiveness and efficiency
D)all of the answer choices.
E)both evaluating account quality and implementing changes to enhance sales force effectiveness and efficiency

Question 34

The first phase of for selecting key accounts:

A)identifies those customer accounts that have unique support requirements.
B)centers on the profit potential of a customer.
C)considers the degree to which the transactions with potential customer will complement the economies of the seller's business.
D)none of the answer choices.

Question 35

Responsibility for recruiting salespersons may lie with:

A)the first-line supervisor.
B)the Human Resources department.
C)executives at the headquarters level.
D)all of the answer choices.
E)both the first-line supervisor and the Human Resources department.

Question 36

A key account represents a customer who:

A)purchases an insignificant volume as a percentage of a seller's total sales.
B)buys for an organization with geographically concentrated units.
C)involves several organizational members in the purchasing process.
D)both purchases an insignificant volume as a percentage of a seller's total sales and buys for an organization with geographically concentrated units.
E)both buys for an organization with geographically concentrated units and involves several organizational members in the purchasing process.

Question 37

Which of the following topics must be part of a business firm's salesperson training programs?

A)Effective communication skills.
B)Knowledge about the company.
C)Knowledge about the product line.
D)All of the answer choices.
E)Both effective communication skills and knowledge about the product line.

Question 38

A key account represents a customer who:

A)buys for an organization with geographically concentrated units.
B)involves a small number of key organizational members in the purchasing process.
C)purchases a significant volume as a percentage of a seller's total sales.
D)All of the answer choices
E)both involves a small number of key organizational members in the purchasing process and purchases a significant volume as a percentage of a seller's total sales.

Question 39

When a salesperson attains rewards on a personal basis, such as feelings of accomplishment or self-worth, this is a an example of:

A)internally mediated rewards.
B)externally mediated rewards.
C)job satisfaction.
D)aptitude.

Question 40

When compared to a traditional selling focus, a key account selling focus is different in which of the following ways?

A)Uses a longer-term time horizon.
B)Wants to lower customer's total costs.
C)Individual salesperson is primary link to customer organization.
D)All of the answer choices.
E)Both uses a longer-term time horizon and wants to lower customer's total costs.

Question 41

When the sales resource opportunity grid indicates a low PCU and a high PCU sales organization strength, the firm should invest a moderate level of sales resources to keep current position strength.

Question 42

The decision whether to use key accounts depends on three factors: profit potential, learning benefits, and cost drivers associated with customers.

Question 43

Salesperson job satisfaction decreases when there is increased uncertainty about expectations and the length of the product line increases.

Question 44

Salespersons appear to be able to accept authority and direction from a number of different departments in the organization without a significant negative impact on job satisfaction.

Question 45

Frequent contact between the salesperson and sales manager is instrumental to the job satisfaction of the salesperson.

Question 46

The final phase for selecting key accounts centers on the profit potential of a customer.

Question 47

Changes in business marketing strategy requires corresponding changes in personal selling styles.

Question 48

Smaller firms often reduce training costs by hiring experienced and more expensive salespersons.

Question 49

Relationship quality is composed of at least two dimensions: trust in the salesperson and satisfaction with the salesperson.

Question 50

A salesperson's job performance is a function of aptitude.

Question 51

If the territory is geographically dispersed, sales will probably be lower due to time wasted in travel by the salesperson.

Question 52

An example of a planning and control unit or PCU is a sales territory.

Question 53

A key account represents a customer that purchases a significant volume as a percentage of a seller's total sales but is easier to manage because there are only a few organizational members involved in the purchasing process.

Question 54

The organization of the sales force can be affected by the length of a product line and the nature of buying behavior in each market segment.

Question 55

Internally mediated rewards are those controlled and offered by managers or customers.

Question 56

Salespersons tend to have a higher level of job satisfaction when they perceive that their first-line supervisor closely directs and monitors their activities.

Question 57

A successful training effort will increase the cost of recruiting.

Question 58

Strategic components of sales force management include methods for organizing the sales force and key account management.

Question 59

The most common form of sales organization found in the industrial market is the market-centered organization.

Question 60

A key account represents a customer who buys for an organization with geographically concentrated units.

Question 61

Relationship____________________represents the customer's desire to engage in strong relationships with a current or potential supplier.

Question 62

Externally mediated rewards are controlled and offered by____________________or____________________, such as financial incentives, pay, or recognition.

Question 63

Which are part of IBM's BANT?

A)Budget
B)Authority
C)Need
D)Timeline
E)All of the answer choices.

Question 64

What roles do account managers play in the selling organization? What are some of the characteristics and factors that separate high performing account managers from other account managers?

Question 65

Key account management strategies are emphasized by top-tier business marketing firms like 3M, IBM, and Dow Chemical. Compare and contrast a key account with a regular account. Next, describe how the sales strategy for a key account differs from the traditional selling focus used for regular accounts.

Question 66

IBM is reorganizing its marketing and sales operations into 14 worldwide industry groups such as banking, retail, and insurance. In moving away from an organization based on geography, IBM hopes to eliminate turf wars and make itself more responsive to customers. Explain the cost/benefit trade-offs of a market-centered sales organization. What is the nature of the turf wars that plague firms that are organized around products or geographical territories?

Question 67

In the three-phase approach for selecting key accounts, which is NOT an example of one of the three phases?

A)For example, if the product is critical to a customer's operations, support services are more valuable.)
B)For example, the goal here is to invest in support capabilities that are valued by multiple accounts.)
C)For example, the customer's sales have increased 300% in the past five years.
D)For example, some customers purchase higher-margin products than others or provide a better match to the firm's manufacturing capabilities.

Question 68

While key accounts possess buying power, they are also very demanding customers that are often more costly to serve. If the business marketing firm can have close and important relationships with a rather small set of customers and if these relationships each require a large investment, key accounts must be chosen wisely. Describe the process, along with the specific criteria that the business marketing strategist should use, in selecting the right key accounts.

Question 69

Relationship____________________captures the ability of an interfirm relationship to achieve desired objectives.

Question 70

Describe the factors that appear to influence the salesperson's satisfaction with the job and the work environment.

Question 71

Relationship marketing activities influence three important drivers of relationship marketing effectiveness including relationship____________________,____________________, and____________________.

Question 72

Describe the sales resource opportunity grid and illustrate how a firm might use it in deploying the sales force. What specific information does a sales manager require in order to properly apply and use the sales resource opportunity grid?

Question 73

Why is training so important to selling organizations? What are some of the keys to effective salesperson training programs?

Question 74

The structure of the buying center in a traditional selling focus is indicated by the____________________and a few other individuals are involved in the buying decision.

Question 75

Relationship____________________represents the number of interpersonal ties that a firm has with an exchange partner.

Question 76

Cassidy Computer Systems has witnessed a gradual decline in the performance of its sales force since a key sales manager left the company for another position. While well-educated and extremely knowledgeable about the computers that they sell, the sales force is not inspired by the management style of their new superior. Using the concepts of sales force motivation, job satisfaction, and role perceptions, describe why salesperson performance may have declined at Cassidy. Recommend a strategy that Cassidy could adopt to improve the effectiveness and productivity of their sales force.

Question 77

One characteristic of a key account is that the customer does not require or expect specialized services such as logistical support, inventory management, price discounts, and customized applications.

Question 78

An outcome-based sales force control system involves less direct field supervision of salesperson activities and uses____________________measures to evaluate____________________and a compensation system with a large incentive component.

Question 79

Periodic training is required to sharpen the skills of experienced salespersons, especially when the firm's environment is____________________.

Question 80

Key account customers purchase in very large volume and the focus of exchange extends beyond a core product as the seller augments the offering through____________________ services and support.