MKTG ch19

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called
Personal selling
A major disadvantage of personal selling is that it
Is very expensive per contact
A sales career can offer all of the following except a
Structured, inflexible workday
Personal selling goals include finding prospects, convincing prospects to buy, and
Keeping customers satisfied
The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of
Sayyid’s company has launched a new product line, and he is put in charge of sales. He decides his first step will be to find potential customers in the company’s sales records. Sayyid is
The final stage of the selling process is
Developing a list of potential customers is called
Scott Bartello, a salesperson for Xerox, develops a list of potential customers and evaluates them on the basis of their ability, willingness, and authority to purchase copy machines. This process is called
Company sales records, commercial databases, newspaper announcements, telephone directories, and public records are all sources used for
Advertising that encourages customers to send in reply cards for additional information aids salespeople in achieving which goal of personal selling?
Finding prospects
Carlos generally makes cold calls on businesses to look for new prospects. He has many satisfied customers, but like many salespeople, he does not frequently utilize one of the best ways to find new prospects, which is through
Customer referrals
After compiling a list of potential customers, a salesperson must
Evaluate whether each prospect is able, willing and authorized to buy the product
Janetta Light tells her sales manager that she will be devoting more effort to ___________ in the coming weeks, as her list of potential customers has dwindled below the level of 30 firms recommended by the selling plan.
Tim has just finished compiling a list of potential customers and evaluating their ability, willingness, and authority to buy. He knows his next step in the personal selling process is to
Before contacting prospects, a salesperson for an industrial cleaning equipment company analyzes information about the prospects’ product needs, feelings about brands, and personal characteristics. This process is called
A salesperson finds and analyzes information about each prospect’s specific product needs, current use of and feeling about brands, and personal characteristics during
Garrett Almar tells a fellow buyer at Robins Wholesale Parts that the last salesperson who called on him before lunch was a real loser: “He has done a poor job of ___________. He didn’t even know what brands we carry or what types of retailers we service!”
Rick has reviewed a prospect’s account and credit history, identified product needs, and gathered the appropriate literature. He feels he is ready for the ____ step of the personal selling process.
The step of the personal selling process in which a salesperson contacts a potential customer is called
Creating a favorable impression and developing rapport with prospective customers is a critical part of the ______ step of personal selling.
Stacey’s client group has been gradually shrinking and she is looking for new prospective clients. She has decided to spend a couple of days approaching potential customers without any prior consent. Stacey’s method of approach is known as
Cold canvass
The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer’s needs and objectives, and build a rapport with the prospective customers is called
Making the presentation
The salesperson must attract and hold the prospect’s attention, stimulate interest, and spark a desire for the product during the
Sales presentation
Sherry Sullivan, Kevin Miller’s sales manager, points out to him that his last shopper in the housewares department didn’t seem involved as he explained the new food processor to her. She suggests that he use a ___________ as part of his presentation next time.
Which of the following is not true when making the sales presentation?
The salesperson should focus on anticipating questions and answering them before they’re asked.
A salesperson will be better able to determine the prospect’s specific needs by
Listening carefully to questions and comments and watching reactions during the sales presentation
Tony tells his wife, Camilla, that his last sales call of the day at DuPont was a disaster. He explains that he never really figured out what the purchasing agent was looking for. Camilla, a sales trainer for another firm, hands Tony a book on
Listening skills
While anticipating objections and countering them before they are asked is a good idea, one negative consequence of doing so is that the salesperson may
Mention objections the customer had not thought of
During the personal selling process, a salesperson, if possible, should handle objections when
They arise
The _____ stage of the personal selling process is when the salesperson asks the prospect to buy the product.
When a salesperson asks the customer to buy the product several times throughout the sales presentation in an effort to uncover hidden objections, it is called
Trial closing
“Mrs. Brucker, you would agree that this is the most attractive car interior in this price range, wouldn’t you?” Cliff Davis, a salesperson at Midtown Ford, was using a(n) ___________ when he made this statement.
Trial close
During his presentation to Mrs. French about a high-end gourmet oven, Brian asks, “Would you prefer black or stainless steel?” This is an example of a
Trial close
A salesperson should try to close the sale
Several times during the sales presentation
The purpose of the ___________ stage in personal selling is to determine customers’ problems and questions about using the product.
Creative selling, which requires that salespeople recognize a potential buyer’s needs and then provide the prospect with the necessary information, is performed by
Order getters
Yolanda’s job is to find new customers for her company’s telecommunication services. She encourages existing customers to add more services and finds customers who are completely new to the company. Yolanda would best be classified as a(n)
Order getter
Order-getting activities are divided into two categories:
Current-customer and new-business sales
A person who primarily seeks repeat sales is called a(n)
Order taker
The two groups of order takers in personal selling are
Inside order takers and field order takers
Retail salespeople are classified as
Inside order taker
Michelle works for a company that sells rotisseries for chicken and other foods. She answers phone calls from customers who see infomercials on TV and call to order the product. Michelle is considered
Inside order taker
A sales representative for Coca-Cola travels to various restaurants to determine how much syrup the customer needs for the coming period. This sales representative would be classified as a(n)
Field order taker
Doug Browton travels around to various established customers to see what new office supplies they need. His customers have come to depend on him to check their supplies. Doug is a(n)
Field order taker
A missionary salesperson is usually employed by
A manufacturer
Which of the following is least likely to be directly involved in actually making sales?
Support sales personel
Assisting the producer’s customers in selling to those customers is the major purpose of which type of salesperson?
Missionary salesperson
Jin Xiao, a trained engineer, is a salesperson for a chemical manufacturer. He provides current customers with advice about a product’s characteristics and applications. He is a(n)
Missionary salesperson
Daphne King of Cleborn Pharmaceuticals tells a sales management class at the state university that her job is to call on doctors and explain the benefits of new prescription drugs that her firm develops. Daphne would call herself a(n)
Missionary salesperson
Maria Martinez works for a cosmetics manufacturer and is responsible for ensuring that retailers have adequate quantities of products when they need them. However, she is directing much of her effort toward helping the retailers promote the products. She would be characterized as belonging to which group of salespeople?
Trade salespeople
Jana works for Hormel Foods and she frequently sets up special displays and distributes samples of Hormel products to customers in supermarkets. Jana would best be classified as a(n)
Trade salesperson
The type of salesperson that usually requires training in physical science or engineering is the
Technical salesperson
A support salesperson who usually advises customers on product characteristics and application, system design, and installation procedures is a(n)
Technical salesperson
Ryan Amerson leads his company’s clients through the installation procedure of their new industrial equipment. He also helps answer their questions about product characteristics and system design both before and after their purchases. Ryan is a
Technical salesperson
In which of the following does the salesperson join with people from the firm’s financial, engineering, and other functional areas to engage in the personal selling process?
Team Selling
Which of the following is particularly appropriate for pricey high-tech business products, such as jet aircraft and medical equipment?
Team selling
Which of the following involves building mutually beneficial long-term associations with a customer—usually a business customer—through regular communications over prolonged periods of time.
Relationships selling
All of the following are key areas of sales force management except
Coordinating sales promotional efforts
Sales objectives can do all of the following except
Serve as a deterrent both to salespeople and their clients
Sales force objectives are generally established for
The total sales force and for each salesperson
Which of the following is the best example of a well-stated sales objective?
Each salesperson should bring in $25,000 in new sales by Nov. 15th
Sales objectives for individual salespeople can be stated in several ways. Which of the following would least likely be used for stating an individual salesperson’s goal?
Ratio of profits relative to number of sales calls
A company may determine how many sales calls per year it needs to serve customers effectively and divide that by the average number of sales calls made by one salesperson in order to
Determine sales force size
When better market conditions prevail or when company growth occurs, a company may suffer if it
cut back the size of its sales force
Recruiting and selection of salespeople should include enough steps to yield the information needed to make accurate selection decisions. However, the stages of the process should be sequenced so that the more expensive steps are
Near the end
The best advice for recruiting and selecting salespeople for one’s organization would be
make recruitment a continuous activity aimed at seeking out the best applicants.
Which of the following best characterizes the function of recruiting and selecting a sales force?
It should be a continuous, systematic attempt to match applicants’ characteristics to the firm’s needs
Zack Freedman is an experienced salesperson who has worked for the same company for 20 years. When he is informed that he must attend a training seminar the following Tuesday, he believes it will most likely be about
New product information
Which of the sales force compensation methods is easy to administer, yields more predictable selling expenses, and provides sales managers with a large degree of control over salespeople?
Straight salary
Jose would like to have selling expenses relate directly to sales resources, an aggressive sales force, and minimization of nonselling tasks. What compensation method(s) would best fulfill his requirements?
Straight commission
Salespeople receive a set salary plus a commission based on sales with a
Combination compensation plan
Effective motivation of a sales force is best achieved through
An organized set of activities performed continuously
In designing sales territories, a sales manager considers several major factors. The territories must be constructed so that sales potential can be measured; the shape of the territories should facilitate salespeople’s activities to provide the best possible coverage of customers; and
Territories should be designed to minimize selling costs
If a manager tries to form territories with equal sales potential, the territories will usually be unequal in geographic size; this will cause the salespeople with larger territories to
Have to work longer and harder to generate a certain sales volume
Customer density and distribution are important factors in
Creating sales territories
A primary goal of routing and scheduling decisions in personal selling is to
Minimize nonselling time
___________ are designed to identify the customers called on and to present detailed information about interaction with those clients.
Call reports
The most common sales force evaluation practices are for sales managers to compare a salesperson’s performance with other salespeople operating under similar selling conditions, or to compare
Current with past performance
Ray’s evaluation of her performance for the prior year led to his conclusion that she lacked key product information. At their upcoming session, he will most likely do which of the following?
Recommend that she attend a training program
Dorothy won a hot-air balloon ride and dinner for two for being the top revenue-producing mortgage loan officer at her company for the month of October. This contest exemplifies a company’s efforts at
Motivating salespeople
In establishing sales promotion objectives, a marketer should always
Align objectives with the organization’s overall objectives
When deciding on sales promotion methods to employ, marketers take several factors into consideration. Which factor below is unlikely to affect decisions regarding sales promotion methods?
Type of package
In recent years the proportion of promotional dollars spent on sales promotion has
Increased relative to advertising
Which of the following is not a reason why the proportion of promotional dollars spent on sales promotion has increased in recent years?
The greater emphasis on improving long term performance has resulted in an increased use of sales promotion methods
Heinz uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered
Consumer sales promotion methods
Quaker Oats decides to use _____, which are the most widely used form of consumer sales promotion.
Fraudulent usage, inability to attract potentially brand-loyal customers, and use by current customers but not new customers are believed to be disadvantages of which of the following?
As a promotional strategy, using coupons strives to achieve all of the following except
Show how a product is used
___________ are offers of cash to customers who purchase a specific product, and ___________ are offers of cash to customers who purchase a specific quantity of a specific product.
Rebates; money refunds
Which of the following is most likely to stimulate customer loyalty?
Frequent-user incentive
Signs, counter pieces, racks, and self-service cartons are all forms of
Point-of-purchase displays
Although Maybelline would like to use ______ as a consumer sales promotion method, this method has extremely high labor costs that are more affordable for higher-end make-up companies such as Clinique and Estée Lauder.
Realizing that her firm’s sales promotion budget was small and cut by 30 percent for the coming year, Stacey Baronas rules out ___________ as playing a role in her sales promotion plan.
To increase sales of Chex cereals, Ralston Purina offered a free pound of bananas to customers who bought the large-size box. This form of sales promotion is called a
___________ are items offered free or at minimal cost as a bonus for purchasing a product.
At one time, Wheaties offered two free golf balls with the purchase of a twin pack of Wheaties cereal featuring Tiger Woods. This is an example of a
On a break between classes, Kelley Macon selects two magazines and mails the Publishers Clearing House entry form. She doubts that she will win $10 million, but she never passes up a chance to participate in a
The difference between consumer sales promotion methods and trade sales promotion methods is
Consumer sales promotions focus on getting customers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to buy
Any marketing tactic used to stimulate wholesalers and retailers to carry a producer’s products and market those products more aggressively is a
Trade sales promotion method
Which of the following is an example of a trade sales promotion method?
Free merchandise
A temporary price reduction to resellers for purchasing specified quantities of a product is
A buying allowance
If Green Giant wants to provide its resellers with a secondary incentive to stimulate repurchases after an initial consumer coupon campaign for its latest product, it can offer resellers a sum of money for each unit purchased. This type of sales promotion is abuy-back allowance.
buy-back allowance
When a manufacturer rewards retailers based on the number of pieces moved through their scanners, this sales promotion method is known as a
Scan-back allowance
When Levi’s agrees to pay JC Penney’s money for providing television advertising and Sunday newspaper sales fliers emphasizing Levi’s jeans, Levi’s is offering
Merchandise allowance
An arrangement in which a manufacturer pays a certain amount of a retailer’s media costs for advertising that manufacturer’s products is
Cooperative advertising
A television advertisement for Miracle-Gro lawn fertilizer indicates that the product is available at Kmart and Wal-Mart. This form of sales promotion is called a(n)
Dealer listing
A __________ is a gift to a retailer who purchases a specified quantity of merchandise
Dealer loader
Aaron Epstein tells his fellow retail salesperson at Zales Jewelers that during the second quarter he is going to sell all the Alance watches he can and use his extra earnings to go to Cancun. He exclaims, “Can you believe the __________ program they have on for this quarter?”
Push money
While sales contests can motivate employees at all levels to participate, a disadvantage of this method of sales promotion is that
People often discontinue their positive behavior after the contest is over
Sean is developing his list of potential new retail customers by accessing the yellow pages online. Here he finds the contact information for every motorcycle store in the 48 contiguous states, and eliminates those who currently are his customers. Sean is involved in which step of the personal selling process?
Prospecting and evaluating
Sean selects several motorcycle stores who are not currently his customers. He then obtains and analyzes information about the current brands of motorcycle accessories they stock, their sales trends, and credit history. Sean is engaged in which of the following?
Sean has narrowed his list and is preparing a packet of information about Jafrum and its products to send to the prospects. He also includes a letter of introduction and says he will contact them within the next two weeks to set up a sales visit. In this scenario, Sean is all of the following except
Missionary salesperson
Currently, Sean’s compensation is based on the ________ plan, however he is considering changing to the _________ plan.
Salary plus commission; straight commission
Kerry and the other salesforce members are best described as a ______________ sales force
Presto appears to be using ______________ to educate its sales force.
Formal sales training
Which of the following are consumer sales promotion methods that Presto is using for the new stovetop grill?
the customer contest and the in-store rebate
Presto’s use of a free trip to New York is an example of ____________, while the $5 discount to its retail stores is an example of _______________.
a sales contest; a buy back allowance
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