BUAD301 Chapter 16

question
Personal Selling
answer
One of the oldest professions in the world -->salespeople, sales reps, agents, district managers, account executives, sales consultants, sales engineers
question
Personal selling is the _________ arm of the promotion mix
answer
Interpersonal (vs. advertising which is non personal)
question
Salesperson
answer
Individual who represents a company to customers by performing: -prospecting -communicating -selling -servicing -info gathering -relationship building
question
Sales Force Management
answer
analyzing, planning, implementing, and controlling sales force activities: 1. Design sales force structure 2. Recruit salespeople 3. Train salespeople 4. Compensate salespeople 5. Supervise salespeople 6. Evaluate salespeople
question
Territorial sales force structure
answer
Assigns each salesperson to an exclusive geographic territory in which that salesperson sells company's full line -increases salesperson's desire to build local customer relationships *company sells only ONE product line to one industry with customers in many locations*
question
Product sales force structure
answer
Salespeople sell only a portion of the company's products or lines *company sells many products to many types of customers* ex) GE employs different sales forces within different product & service divisions of its major businesses --> no single salesperson can be an expert for all GE's products so product specialization is required
question
Customer (or market) sales force structure
answer
Salespeople sell only to certain customers or industries -Separate sales forces set up to serve current customers versus finding new ones, & serving major accounts versus regular accounts ex) Whirlpool assigns individual teams of salespeople to big retail customers like Sears, Lowes, Best Buy, etc.
question
Outside sales force (field source)
answer
Salespeople who travel to call on customers in the field
question
Inside sales force
answer
Conduct business from their offices via telephone -has grown recently as a result of increased outside selling costs and the surge in online, mobile, & social media technologies
question
Team selling
answer
Using teams of ppl from sales, marketing, engineering, finance, technical support, to service large complex
question
Social selling
answer
using online, mobile, social media to engage w/ customers & build stronger relationships
question
Selling process
answer
1. Prospecting & qualifying 2. Preapproach 3. Approach 4. Presentation & Demonstration 5. Handling objections 6. Closing 7. Follow-up
question
Prospecting
answer
Identifying qualified customers & approaching the right ones
question
Preapproach
answer
Salesperson learns as much as possible about the organization (what it needs, who is involved in buying) and prospective customer before making a sales call
question
Approach
answer
Salesperson meets customer for first time: meet and greet the buyer
question
Presentation
answer
Salesperson tells "value story" to buyer usually using the *customer-solution approach*
question
Handling objections
answer
Salesperson seeks out, clarifies, and overcomes any customer objections to buying
question
Closing
answer
Salesperson tries to close the sale and asks the customer for an order
question
Follow-up
answer
Last step in selling process: salesperson ensures customer satisfaction in order to repeat business
question
Sales promotion
answer
Short-term incentives to encourage the purchase or sale of a product or a service
question
Consumer promotion
answer
Sales promotion tools to boost short-term customer buying & engagement: -samples, coupons, refunds, premiums, point-of-purchase displays to contests, sweepstakes, etc
question
Event marketing
answer
Creating a brand-marketing event or serving as participating sponsors of events created by others
question
Trade promotions
answer
Used to persuade resellers to carry a brand, give it shelf space, and promote in advertising & push it to consumers
question
Business promotions
answer
Used to generate business leads, stimulate purchases, reward customers, and motivate salespeople ex) conventions, trade shows, sales contests
question
Which of the following is true with regard to personal selling? A.An outside sales force is not involved in personal selling. B.Personal selling involves making personal requests to potential buyers to enter into short-term business relationships with firms. C. Selling entails personal presentations by a firm's sales force for the purpose of making sales and building customer relationships. D.Personal selling distances the buyer from the seller and does not focus on building enduring relationships.
answer
C. Selling entails personal presentations by a firm's sales force for the purpose of making sales and building customer relationships
question
What would most likely improve coordination between marketing and sales?
answer
Salespeople should participate in marketing planning sessions by *sharing firsthand customer knowledge*.
question
If a company ________, it should adopt a *product sales force structure* in which the sales force specializes along product lines
answer
has numerous and complex products
question
In the ________, separate sales forces are set up for different industries
answer
Customer sales force structure
question
Kevin is a salesperson working for a company that manufactures gardening tools. He is involved in door-to-door sales and travels every day to call on customers. In his company, Kevin is most likely a part of the ________.
answer
Outside sales force
question
Robin works in a manufacturing company in Ohio. She sells products and handles customer requests via the company's online live chat feature. In her company, Robin is most likely a part of the ________.
answer
Inside sales force
question
Amanda insists on ________, or using groups of people from various departments such as sales, technical support, engineering, and even upper management to service complex accounts.
answer
Team selling
question
Eric Brown is a human resource manager in a company selling and manufacturing personal computers. Who is Eric most likely to hire as a salesperson if his objective is to minimize training costs post recruitment?
answer
Melissa, a proven salesperson from a competing firm
question
Time-and-Duty analysis tool
answer
Shows how much time is spent selling, traveling, waiting, taking breaks, and doing administrative chores by the salesperson
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question
Personal Selling
answer
One of the oldest professions in the world -->salespeople, sales reps, agents, district managers, account executives, sales consultants, sales engineers
question
Personal selling is the _________ arm of the promotion mix
answer
Interpersonal (vs. advertising which is non personal)
question
Salesperson
answer
Individual who represents a company to customers by performing: -prospecting -communicating -selling -servicing -info gathering -relationship building
question
Sales Force Management
answer
analyzing, planning, implementing, and controlling sales force activities: 1. Design sales force structure 2. Recruit salespeople 3. Train salespeople 4. Compensate salespeople 5. Supervise salespeople 6. Evaluate salespeople
question
Territorial sales force structure
answer
Assigns each salesperson to an exclusive geographic territory in which that salesperson sells company's full line -increases salesperson's desire to build local customer relationships *company sells only ONE product line to one industry with customers in many locations*
question
Product sales force structure
answer
Salespeople sell only a portion of the company's products or lines *company sells many products to many types of customers* ex) GE employs different sales forces within different product & service divisions of its major businesses --> no single salesperson can be an expert for all GE's products so product specialization is required
question
Customer (or market) sales force structure
answer
Salespeople sell only to certain customers or industries -Separate sales forces set up to serve current customers versus finding new ones, & serving major accounts versus regular accounts ex) Whirlpool assigns individual teams of salespeople to big retail customers like Sears, Lowes, Best Buy, etc.
question
Outside sales force (field source)
answer
Salespeople who travel to call on customers in the field
question
Inside sales force
answer
Conduct business from their offices via telephone -has grown recently as a result of increased outside selling costs and the surge in online, mobile, & social media technologies
question
Team selling
answer
Using teams of ppl from sales, marketing, engineering, finance, technical support, to service large complex
question
Social selling
answer
using online, mobile, social media to engage w/ customers & build stronger relationships
question
Selling process
answer
1. Prospecting & qualifying 2. Preapproach 3. Approach 4. Presentation & Demonstration 5. Handling objections 6. Closing 7. Follow-up
question
Prospecting
answer
Identifying qualified customers & approaching the right ones
question
Preapproach
answer
Salesperson learns as much as possible about the organization (what it needs, who is involved in buying) and prospective customer before making a sales call
question
Approach
answer
Salesperson meets customer for first time: meet and greet the buyer
question
Presentation
answer
Salesperson tells "value story" to buyer usually using the *customer-solution approach*
question
Handling objections
answer
Salesperson seeks out, clarifies, and overcomes any customer objections to buying
question
Closing
answer
Salesperson tries to close the sale and asks the customer for an order
question
Follow-up
answer
Last step in selling process: salesperson ensures customer satisfaction in order to repeat business
question
Sales promotion
answer
Short-term incentives to encourage the purchase or sale of a product or a service
question
Consumer promotion
answer
Sales promotion tools to boost short-term customer buying & engagement: -samples, coupons, refunds, premiums, point-of-purchase displays to contests, sweepstakes, etc
question
Event marketing
answer
Creating a brand-marketing event or serving as participating sponsors of events created by others
question
Trade promotions
answer
Used to persuade resellers to carry a brand, give it shelf space, and promote in advertising & push it to consumers
question
Business promotions
answer
Used to generate business leads, stimulate purchases, reward customers, and motivate salespeople ex) conventions, trade shows, sales contests
question
Which of the following is true with regard to personal selling? A.An outside sales force is not involved in personal selling. B.Personal selling involves making personal requests to potential buyers to enter into short-term business relationships with firms. C. Selling entails personal presentations by a firm's sales force for the purpose of making sales and building customer relationships. D.Personal selling distances the buyer from the seller and does not focus on building enduring relationships.
answer
C. Selling entails personal presentations by a firm's sales force for the purpose of making sales and building customer relationships
question
What would most likely improve coordination between marketing and sales?
answer
Salespeople should participate in marketing planning sessions by *sharing firsthand customer knowledge*.
question
If a company ________, it should adopt a *product sales force structure* in which the sales force specializes along product lines
answer
has numerous and complex products
question
In the ________, separate sales forces are set up for different industries
answer
Customer sales force structure
question
Kevin is a salesperson working for a company that manufactures gardening tools. He is involved in door-to-door sales and travels every day to call on customers. In his company, Kevin is most likely a part of the ________.
answer
Outside sales force
question
Robin works in a manufacturing company in Ohio. She sells products and handles customer requests via the company's online live chat feature. In her company, Robin is most likely a part of the ________.
answer
Inside sales force
question
Amanda insists on ________, or using groups of people from various departments such as sales, technical support, engineering, and even upper management to service complex accounts.
answer
Team selling
question
Eric Brown is a human resource manager in a company selling and manufacturing personal computers. Who is Eric most likely to hire as a salesperson if his objective is to minimize training costs post recruitment?
answer
Melissa, a proven salesperson from a competing firm
question
Time-and-Duty analysis tool
answer
Shows how much time is spent selling, traveling, waiting, taking breaks, and doing administrative chores by the salesperson