Marketing Test Bank Chapter 16 Personal Selling and Sales Promotion

4 What is the role of a chief revenue, or chief customer, officer?A to oversee sales B to oversee marketing C to oversee both marketing and sales D to represent customers to the company

Chapter 16 Personal Selling and Sales Promotion

1) Which of the following elements of the promotion mix involves making personal connections with customers for the purpose of making sales?

4) What is the role of a chief revenue, or chief customer, officer?

A) to oversee sales

B) to oversee marketing

C) to oversee both marketing and sales

D) to represent customers to the company

E) to represent the company to customers

A) assigning a telemarketer the task of visiting a customer

B) arranging joint meetings to clarify all aspects of communication

C) appointing a chief customer officer to oversee both departments

D) having a salesperson preview ads and sales-promotion campaigns

E) sending brand managers on sales calls with a salesperson

Answer: A

AACSB: Analytic Skills

B) sales force management

C) group sales efforts

D) co-op selling and advertising

7) Of the three typical types of sales force structures, which one is often supported by many levels of sales management positions in specific geographical areas?

A) travel expenses can be minimized

B) each salesperson's job is clearly defined

C) accountability is clearly defined for each salesperson

D) salespeople develop in-depth knowledge of a product line

E) salespeople have the opportunity and incentive to build strong relationships with customersAnswer: D

AACSB: Reflective Thinking

Skill: Concept

Objective: 16-2

9) Which of the following is NOT a disadvantage of a product sales force structure?

A) extra selling costs involved with multiple sales visits from separate divisions

B) overlapping use of resources with big customers

C) salespeople spending time to see the same customer's purchasing agents

D) increased customer delivery time

E) B and C

Answer: D

AACSB: Reflective Thinking

Skill: Concept

Objective: 16-2

10) Companies that use a customer sales force structure organize their salespeople by .A) product

11) Hewlett-Packard's Customer Sales Group (CSG) caused frustration among customers and salespeople What was the primary problem with the sales force structure of CSG?

A) The marketing and sales divisions had overlapping responsibilities, which caused friction.B) Salespeople developed expertise in only one product area, which limited their sales

commissions

C) Salespeople specialized in selling only to specific customers and specific industries

D) Salespeople were responsible for selling all H-P products instead of specializing in a few products

E) The sales department was divided by product lines, which complicated customer service issues

Answer: D

AACSB: Analytic Skills

Skill: Concept

Objective: 16-2

12) What do many companies use to determine sales force size?

A) the workload approach

B) product availability

C) demographic characteristics of the sales force

D) the outside sales force method

A) product sales force

B) outside sales force

C) inside sales force

D) complex sales force

E) customer sales force

Answer: B

Skill: Concept

Objective: 16-2

14) Members of a company's conduct business from their offices using telephones, mails, or visits from prospective buyers to generate sales

e-A) outside sales force

B) inside sales force

C) complex sales force

D) customer sales force

E) product sales force

A) answering customer's questions when a salesperson is unavailable

B) providing administrative backup

17) According to the opening scenario, the success of CDW Corporation is the direct result of its salespeople .

A) working closely with the marketing department to manage accounts

B) receiving bonuses based on customer satisfaction surveys

C) receiving extensive training on complex computer systems

D) developing close, personal relationships with customers

E) using Web conferencing and e-mail to assist customers

Answer: D

AACSB: Analytic Skills

Skill: Concept

Objective: 16-2

18) The growing trend of using a group of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts is known as selling

A) Products have become too complicated for one salesperson to support

B) Customers prefer dealing with many salespeople rather than one sales representative

C) Salespeople prefer working in groups because of the opportunity for flex hours and job sharing

D) A group of salespeople assigned to one account is cost effective for corporations

E) Fewer skilled salespeople are working in the high-tech industry

Answer: A

Skill: Concept

Objective: 16-2

20) All of the following are disadvantages of the team selling approach EXCEPT A) Selling teams can overwhelm customers.

B) Many salespeople are unaccustomed to working with others

C) Selling teams increase costs and are time consuming

D) Individual contributions and compensations can be difficult to assess

E) Most salespeople are trained to excel in individual performance

Answer: C

AACSB: Reflective Thinking

D) less office support

E) disrupted customer relationships

24) The purpose of a training program for salespeople is to teach them about all of the following EXCEPT .

A) customers' buying habits

B) customers' buying motives

C) the company's main competitors

D) the company retirement benefits

E) the company's organizational structure

A) Customer needs and habits are easily conveyed through e-learning

B) Customers appreciate the flexibility of e-learning

C) E-learning allows for more employee feedback

D) E-learning is the best way to simulate sales calls

E) E-learning cuts training costs

26) How do e-learning centers, such as the one developed by International Rectifier, help

salespeople make sales?

A) Salespeople can refresh their knowledge about company products prior to making sales calls.B) Salespeople can attend training sessions from their home offices, which saves time and money

C) E-learning centers enable salespeople and customers to interact through Web conferencing.D) Evaluation diagnostic tools in e-learning centers help managers monitor sales personnel.E) E-learning centers provide product information to current customers

27) Commissions or bonuses that a salesperson receives from a company are categorized as the .

C) salary and commission

D) commission plus bonus

E) salary plus bonus

A) undermining the work of the inside sales team

B) ignoring management and marketing objectives

C) being too pushy and ruining customer relationships

D) working multiple sales jobs to maximize their income

E) spend too much time traveling between customers

31) Companies are always looking for ways to increase face-to-face selling time All of the following are ways to accomplish this goal EXCEPT .

A) using phones and video conferencing instead of traveling

B) simplifying record keeping and other administrative tasks

C) developing better sales-call and routing plans

D) reducing the number of customers each sales rep must visit

E) supplying more and better customer information

Answer: D

AACSB: Analytic Skills

Skill: Concept

Objective: 16-2

32) Which of the following is an advantage created by the use of a sales force automation system?

A) lower costs for training sales personnel

B) increased motivation to acquire new customers

C) decreased need for an inside sales force

D) stronger organizational climate developed by the sales team

E) more efficient scheduling of sales calls and sales presentations

A) customer-contact and relationship management software

B) time-and-duty analysis software

34) The process of receiving drug marketing information through product Web sites is known as .

D) Customers are less likely to buy the product when a Web conference is used

E) Customers lack the technology required to participate in a Web conference

36) A company that treats its salespeople as valuable contributors with unlimited income

opportunities has developed a(n) that will have fewer turnovers and higher sales force performance

A) sales force system

37) A sales is the standard that establishes the amount each salesperson should sell and how sales should be divided among the company's products

41) Which of the following questions would provide management with the LEAST beneficial information regarding the performance of its sales force?

A) Is the sales force meeting its profit objectives?

B) Is the sales force working well with the marketing team?

C) Are sales force costs in line with sales force outcomes?

D) Is the sales force accomplishing its customer relationship objectives?

E) Does the sales force complete its sales reports and expense reports in a timely manner?Answer: E

AACSB: Reflective Thinking

Skill: Concept

Objective: 16-2

42) Prospecting is the step in the selling process in which the salesperson

A) gathers information about a prospective customer before making a sales call

B) meets the customer for the first time

C) identifies qualified potential customers

D) tells the product's "value story" to the customer

E) clarifies and overcomes customer objections to buying

43) A salesperson in the prospecting stage most likely identifies potential customers through all

of the following methods EXCEPT

A) referrals from competing salespeople

B) referrals from current customers

C) referrals from dealers

D) referrals from suppliers

44) Which of the following is the LEAST relevant characteristic that a salesperson should consider when qualifying a prospect?

AACSB: Analytic Skills

47) The salesperson meets the customer for the first time in the step of the selling process.

50) According to a survey of purchasers, and skills are the most important qualities for a salesperson

A) offer the buyer a discount for placing an order

B) minimize the buyer's concerns about the product

C) compliment the buyer for mentioning the objections

D) turn the objections into reasons for buying

E) turn the objections into an opportunity for humor

53) Salespeople should be trained to recognize signals from the buyer, which can include physical actions such as leaning forward and nodding or asking questions about prices and credit terms.

56) A consists of short-term incentives to encourage the immediate purchase of a product or service.

A) earning business from customers based on low prices

B) gaining long-term business from customers

C) closing deals quickly to meet team sales quotas

D) gaining short-term sales that increase annual sales volume

E) challenging customers to find better deals for products and services

A) believes management pursues a value-driven strategy

B) regularly gains more business at the same price

C) concedes on price in order to quickly close sales deals

D) documents claims to customers about superior monetary value

E) explains to the firm that it needs more evidence of excellent value

Answer: C

Skill: Concept

Objective: 16-4

59) Value merchant salespeople possess which of the following characteristics?

A) They give away services for free in order to close sales deals

B) They tell the company that customers are only concerned with price

C) They focus on revenue and volume components of their compensation plan

D) They give price concessions without making changes in the market offering

E) They make sales based on cost of ownership comparisons against competitors

Answer: E

Skill: Concept

Objective: 16-4

60) Sales promotions are targeted toward all of the following EXCEPT .

A) consumers and large retailers becoming more deal oriented

B) product managers facing pressure to increase current sales

C) competing brands attempting to differentiate from each other

D) consumers using the Internet to search for deals and save money

E) advertising efficiency on the decline because of rising costs and media clutter

63) Sellers use trade promotions for all of the following reasons EXCEPT to

A) encourage retailers to carry more inventory

B) convince retailers to advertise the product

C) gain more shelf space for the product

64) Instead of creating only short-term sales or temporary brand switching, should reinforce a product's position and build long-term customer relationships.

68) Which of the following involves marking a reduced price directly on a product's packaging and often results in the stimulation of short-term sales?

72) Marathons, concerts, and festivals with corporate sponsors are examples of .A) point-of-purchase promotions

A) establish a sales contest

B) find new sales leads

A) Did the promotion run too long or too short?

B) Did customers enjoy the events associated with the promotion?

C) Did customers search the promotion's Web site for additional product information?

D) Did the promotion increase purchases from current customers or attract new customers?E) Did the distribution of the promotional information match consumer expectations and needs?Answer: D

AACSB: Analytic Skills

Skill: Concept

Objective: 16-4

76) Today, most salespeople are well-educated, well-trained professionals who work to build andmaintain long-term customer relationships by listening to their customers, assessing their needs, and organizing the company's efforts to solve customer problems.

82) Ken Klein is a Superior Frozen Foods salesman responsible for customers in the southwest region of Texas Superior Frozen Foods most likely uses a territorial sales force structure

Answer: TRUE

AACSB: Analytic Skills

Skill: Application

Objective: 16-2

83) Blackstone Tools manufactures screwdrivers, wrenches, and pliers, which are sold at large hardware stores John Garcia handles the Home Depot account, while Melinda West manages theLowe's account Blackstone Tools most likely uses a product sales force structure

Answer: FALSE

AACSB: Analytic Skills

Answer: TRUE

AACSB: Analytic Skills

Skill: Application

Objective: 16-2

88) As a result of the federal government's Do Not Call Registry, telemarketing is now rarely used.

Answer: TRUE

AACSB: Analytic Skills

Skill: Application

Objective: 16-2

91) To discourage a salesperson from ruining a customer relationship by pushing too hard to close a deal in order to earn a commission, companies are designing compensation plans that reward salespeople for building customer relationships and growing the long-run value of each customer

93) If Johnny Page's company is like most consumer goods companies today, he can boost sales force morale and performance through his organizational climate, sales quotas, and positive incentives.

Answer: TRUE

AACSB: Analytic Skills

Skill: Application

Objective: 16-2

94) Formal sales force evaluations require management to develop and communicate clear standards for judging performance, and they provide salespeople with constructive feedback and motivation to perform well

95) During the presentation step of the selling process, the salesperson tells the customer the

"value story" of the product

99) Manufacturers direct more sales promotion dollars toward final consumers than toward retailers.

Skill: Application

Objective: 16-1

102) Discuss the differences between the three major sales force structures What are the

potential benefits of each structure?

Answer: In the territorial sales force structure, each salesperson is assigned to an exclusive geographic area and sells the company's full line of products or services to all customers in that territory This organization clearly defines each person's job, fixes accountability, and increases the person's desire to build local business relationships that improve selling effectiveness The product sales force structure allows the sales force to sell along product lines; the seller becomes very knowledgeable about products This method can cause duplication of efforts and several salespersons calling on the same accounts The customer sales force structure organizes along customer or industry lines; this can help a company to become more customer focused and build closer relationships with important customers

AACSB: Reflective Thinking