PRACTICE TEST; CHPT 16 – Flashcards
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Advertising consists largely of non-personal communication with large groups of consumers, whereas ________ involves interpersonal interactions and engagement between company representatives and individual customers.
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personal selling
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The concept of ________ is based on the idea that for many customers, the salesperson is the companylong dash—the only tangible manifestation of the company with which they ever interact. As a result, strong relationships with the salesperson often translate into loyalty to the company and its products.
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salesperson-owned loyalty
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Which of the following statements is true regarding salespeople?
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The best salespeople are the ones who work closely with customers for mutual gain.
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In complex selling situations, personal selling can be more effective than advertising because it is ________.
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interpersonal
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Which of the following statements about coordinating marketing and sales is correct?
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Coordinating marketing and sales can be improved by increasing communication between the two groups.
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Which of the following statements about personal selling is correct?
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Many customers are unable to distinguish the salesperson from the company
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Because many industry sectors require highly specialized knowledge, General Electric employs different sales forces in each of its different product and service divisions. This approach to sales organization is known as a _______ sales force structure.
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product
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Many software companies pair account representatives with computer engineers as well as other experts from areas such as marketing, technical support, and research and development. This concept is known as ________.
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team selling
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What is the first decision made in sales force management?
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Designing sales force strategy and structure
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If the company sells only one product line to one industry with customers in many locations, it would use a ________ sales force structure.
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territorial
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What are the four elements of a compensation plan for salespeople?
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A fixed amount, a variable amount, expenses, and fringe benefits
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Before calling on a prospect, the salesperson should learn as much as possible about the organization (what it needs, who is involved in the buying) and its buyers (their characteristics and buying styles). This stage of the selling process is known as ________.
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preapproach
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The first step in the selling process is ________, during which the salesperson identifies qualified potential customers.
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prospecting
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________ identifies qualified potential customers and is the first step of the personal selling process.
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prospecting
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At which step of the personal selling process does the salesperson tell the "value story" to the buyer, showing how the company's offer solves the customer's problems?
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presentation and demonstration
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After the presentation and demonstration step in the sales process, a salesperson should next be prepared to ________.
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handle objections
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Most companies today want their salespeople to ________, which means demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company.
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practice value selling
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Manufacturers utilize ________ in order to persuade retailers to carry new items and more inventory, promote the company's products, and give them more shelf space.
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trade promotions
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________ include(s) a wide range of tools such as free samples, coupons, point-of-purchase displays, and sweepstakes.
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Consumer promotions
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Which of the following are objectives of trade promotions?
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Getting retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space
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One consumer promotion tool is ________, which are goods offered free or at a low cost as an incentive to buy a product.
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premiums
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Single packages sold at a reduced price (such as two for the price of one) or two related products banded together (such as a toothbrush and toothpaste) are examples of which consumer promotion tool?
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Price-packs
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Which of the following tools can be used as both consumer and trade promotions?
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Contests, premiums, and displays
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Helping salespeople to "work smart" by doing the right things in the right ways is the goal of ________.
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supervision
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Encouraging salespeople to "work hard" and energetically toward sales force goal is the goal of _______.
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motivation
