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WorksheetsMKT101 chapter 16
Total questions: 58
Worksheet time: 29mins
Which of the following elements of the promotion mix involves making personal connections with customers for the purpose of making sales?
personal selling
Advertising
e-commerce
Publicity
public relations
A ________ is an individual acting on behalf of a company who performs one or more of the following activities: prospecting, communicating, servicing, and information gathering.
press agent
media planner
marketing director
Salesperson
Publicist
________ involves two-way, personal communication between salespeople and individual customers, either in person, by telephone, or through Web conferences.
Advertising
Public relations
Personal selling
Telemarketing
Integrated marketing communication
When a company sets out to analyze, plan, implement, and control sales force activities, the company is undertaking ________.
sales design
sales force management
group sales efforts
co-op selling and advertising
promotional objectives
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?
Territorial
Product
Customer
complex systems
Group
All of the following are considered advantages of a territorial sales force structure EXCEPT ________.
travel expenses can be minimized
each salesperson's job is clearly defined
accountability is clearly defined for each salesperson
salespeople develop in-depth knowledge of a product line
salespeople have the opportunity and incentive to build strong relationships with customers
Which of the following is NOT a disadvantage of a product sales force structure?
extra selling costs involved with multiple sales visits from separate visions
overlapping use of resources with big customers
salespeople spending time to see the same customer's purchasing agents
increased customer delivery time
Companies that use a customer sales force structure organize their salespeople by ________.
Product
Territory
Industry
demand
hierarchy
Which of the following would a company most likely use to determine sales force size?
the workload
product availability
demographic characteristics of the sales force
the outside sales force method
profit margin
Which of the following best explains why companies are adopting the team selling approach to service large, complex accounts?
Products have become too complicated for one salesperson to support.
Customers prefer dealing with many salespeople rather than one sales representative.
Salespeople prefer working in groups because of the opportunity for flex hours and job sharing.
A group of salespeople assigned to one account is cost effective for corporations.
Fewer skilled salespeople are working in the high-tech industry.
All of the following are disadvantages of the team selling approach EXCEPT which one?
Selling teams can overwhelm customers.
Many salespeople are unaccustomed to working with others.
Selling teams decrease costs.
Individual contributions and compensations can be difficult to assess.
Most salespeople are trained to excel in individual performance.
All of the following are problems associated with the poor selection of salespeople EXCEPT ________.
lower sales
costly turnover
less productivity
less office support
disrupted customer relationships
The purpose of a training program for salespeople is to teach them about all of the following EXCEPT ________.
customers' buying habits
customers' buying motives
the company's main competitors
the company retirement benefits
the company's organizational structure
Commissions or bonuses that a salesperson receives from a company are categorized as the ________ of a compensation plan.
base salary
fixed amount
variable amount
fringe benefit
pension component
All of the following are basic types of compensation plan for salespeople EXCEPT ________.
straight commission
straight salary
salary plus commission
commission plus bonus
salary plus bonus
Companies are increasingly moving away from high commission compensation plans because such plans often lead to salespeople ________.
undermining the work of the inside sales team
ignoring management and marketing objectives
being too pushy and harming customer relationships
working multiple sales jobs to maximize their income
spending too much time traveling between customers
Which sales management tool helps a salesperson know which customers to visit and which activities to carry out during a week?
time-and-duty analysis
sales force automation systems
call plan
sales quota plan
positive incentives plan
Companies are always looking for ways to increase face-to-face selling time. All of the following are ways to accomplish this goal EXCEPT ________.
using phones and video conferencing instead of traveling
simplifying record keeping and other administrative tasks
developing better sales-call and routing plans
reducing the number of customers each sales rep must visit
supplying more and better customer information
A sales ________ is the standard that establishes the amount each salesperson should sell and how sales should be divided among the company's products.
goal
task
quota
incentive
contest
Which of the following questions would provide management with the LEAST beneficial information regarding the performance of its sales force?
Is the sales force meeting its profit objectives?
Is the sales force working well with the marketing team?
Are sales force costs in line with sales force outcomes?
Is the sales force accomplishing its customer relationship objectives?
Does the sales force complete its sales reports and expense reports in a timely manner?
Prospecting is the step in the selling process in which the salesperson ________.
gathers information about a prospective customer before making a sales call
meets the customer for the first time
identifies qualified potential customers
tells the product's "value story" to the customer
clarifies and overcomes customer objections to buying
A salesperson who researches a company's buying styles and product line is most likely in the ________ stage of the selling process.
prospecting
preapproach
approach
presentation
closing
The salesperson meets the customer for the first time in the ________ step of the selling process.
prospecting
qualifying
preapproach
approach
presentation
Technologies such as handheld computers and interactive whiteboards enable salespeople to enhance the ________ stage of the selling process.
prospecting
preapproach
presentation and demonstration
qualifying
follow-up
Which type of sales approach is best for today's customers who expect answers, results, and useful products?
hard-sell
customer-solution
razzle-dazzle
sales development
personal relationship
A salesperson should seek out, clarify, and overcome any customer objections during the sales presentation in order to ________.
offer the buyer a discount for placing an order
minimize the buyer's concerns about the product
compliment the buyer for mentioning the objections
turn the objections into reasons for buying
turn the objections into an opportunity for humor
The qualities buyers dislike most in salespeople include all EXCEPT which of the following?
being pushy
being deceitful
being reliant on technology
being unprepared
being disorganized
The step of ________ is difficult for some salespeople because they lack confidence, feel guilty about asking for an order, or may not recognize the right time to ask for an order.
approaching the prospect
making a presentation
handling objections
closing the sale
following up
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.
qualifying
approach
objection
closing
follow-up
Which step in the sales process is most focused on ensuring customer satisfaction and repeat business?
proper approach
professional presentation
handling objections
qualifying prospects
follow-up
Which of the following best describes the practice of value selling?
earning business from customers based on low prices
delivering superior customer value and capturing a fair return on that value
closing deals quickly to meet team sales quotas
gaining short-term sales that increase annual sales volume
challenging customers to find better deals for products and services
A ________ is a short-term incentive used to encourage the immediate purchase of a product or service.
sponsorship
press release
bonus
sales promotion
publicity stunt
Sales promotions are targeted toward all of the following EXCEPT ________.
retailers
investors
final buyers
business customers
members of the sales force
The rapid growth of sales promotions in consumer markets is most likely the result of all of the following factors EXCEPT ________.
consumers and large retailers becoming more deal oriented
product managers facing pressure to increase current sales
competing brands attempting to differentiate from each other
declining advertising costs
advertising efficiency on the decline because of media clutter
Sellers use trade promotions for all of the following reasons EXCEPT to ________.
encourage retailers to carry more inventory
convince retailers to advertise the product
gain more shelf space for the product
encourage salespeople to sign up new accounts
persuade retailers to buy products in advance
Which of the following consumer promotion tools is the MOST costly way for companies to introduce a new product?
samples
coupons
premiums
cash refunds
price packs
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?
promotional products
patronage rewards
price packs
samples
rebates
________ are goods offered either free or at low cost as an incentive to buy a product.
Coupons
Premiums
Price packs
Cash refund offers
Point-of-purchase promotions
Marathons, concerts, and festivals with corporate sponsors are examples of ________.
point-of-purchase promotions
business promotions
trade promotions
event marketing
personal selling
A ________ has the advertiser's name on it and is given as a gift to consumers.
sample
price pack
cents-off deal
promotional product
sweepstake
Manufacturers may offer a(n) ________ in return for the retailer's agreement to feature the manufacturer's products in advertising or display.
POP promotion
allowance
incentive promotion
price pack
premium
Business promotion tools are used for all of the following reasons EXCEPT to ________.
generate business leads
stimulate purchases
reward customers
motivate salespeople
increase manufacturing
Which of the following questions would be the best one to help a marketer evaluate the return on a sales promotion investment?
Did the promotion run too long or too short?
Did customers enjoy the events associated with the promotion?
Did customers search the promotion's Web site for additional product information?
Did the promotion increase purchases from current customers or attract new customers?
Did the distribution of the promotional information match consumer expectations and needs?
Ultra-Tech, Inc. has decided to switch to a customer sales force structure. Which of the following advantages is the company now LEAST likely to enjoy?
The company can become more customer-focused.
The company can better serve different industries.
The company can build closer relationships with important customers.
The company can better serve current customers and find new customers.
The company can expect salespeople to develop in-depth knowledge of numerous and complex product lines.
Johnson Business Solutions, Inc. maintains one sales force for its copy machines and a separate sales force for its computer systems. Johnson Business Solutions utilizes a(n) ________ structure.
product sales force
customer sales force
territorial sales force
integrated sales force
complex sales force
Morrill Motors splits the United States into 10 sales regions. Within each of those regions, the company maintains two sales teamsone for existing customers and one for prospects. What type of sales force structure does Morrill Motors use?
territorial
product
customer
complex
workload
East Bay Communications has increased its inside sales force. This will help East Bay in all EXCEPT which one of the following ways?
East Bay salespeople will have more time to sell to major accounts.
East Bay salespeople will have more time to find major new prospects.
East Bay salespeople will have more time to provide after-the-sale customer service.
East Bay customers will have questions answered in a timely manner.
East Bay customers will have full access to sales automation technology.
An IBM sales representative is giving a product demonstration to a Best Buy representative. Assisting with the demonstration are an engineer, a financial analyst, and an information systems specialist. If IBM wins the Best Buy account, then all four IBM representatives will service the Best Buy account. This is an example of ________.
team selling
territorial selling
inside selling
prospecting
sales promoting
Marlene Arau is a member of the sales force at Urban Fashions, a clothing manufacturer. Marlene is preparing for a first meeting with a wholesaler who is a potential customer. Marlene is learning as much as she can about the wholesaler's organization. Marlene is in the ________ step of the personal selling process.
prospecting
qualifying
preapproach
approach
handling objections
Which of the following is an example of a sales promotion?
a news release encouraging voters to support a new bond issue for a local elementary school
a staged dance routine promoting a new product in a busy public place
a coupon for $5 off a visit to an amusement park
a listing of all the television programs to be shown by Charter Cable the week of March 16
a plan to increase ice cream sales by adding two new flavors
An insert in a Land's End catalog offers free shipping on your next purchase. This is an example of a ________.
sales promotion
POP promotion
trade promotion
price pack
premium
Monty Boyd travels frequently on West Coast Airlines for his job as an account manager. Monty earns points for every mile he flies, and he will soon have enough points to receive a free airline ticket. West Coast Airlines is building a customer relationship with Monty using which of the following?
publicity
POP reward
premium reward
sweepstakes program
frequency marketing program
Toro ran a clever preseason promotion on some of its snow blower models, offering some money back if the snowfall in the buyer's market area turned out to be below average. This is an example of a(n) ________.
advertising specialty
premium pack
sweepstakes
price pack
rebate
An example of a(n) ________ is a five-foot-high cardboard display of Andy and Lily next to Comfort fabric conditioner bottle.
sample
POP promotion
POP pack
advertising specialty
premium
Happy Pet is a large petfood company that sells its products to retail pet supply stores as well as wholesalers. The sales force at Happy Pet is LEAST likely to do which of the following?
work directly with final customers
build relationships with wholesalers
help retailers effectively sell the company's products
communicate regularly with business customers
represent wholesalers and retailers to the company
At Deck Decor, a manufacturer of outdoor furniture and accessories, the marketing and sales force objectives are to grow relationships with existing customers and to acquire new business. Which of the following compensation plans should management establish to encourage the sales force to pursue both of these objectives?
straight salary
straight commission
salary plus bonus for new accounts
commission plus bonus for new accounts
salary plus commission plus bonus for new accounts
At Finley's Fine Goods, members of the sales force and marketing department tend to have disagreements when things go wrong with a customer. The marketers blame the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with the customer. Which of the following steps should upper-level management at Finley's Fine Goods take to help bring the sales and marketing functions closer together?
establish a customer sales force structure
establish a complex sales force structure
appoint a new sales force manager
adopt a sales force automation system
appoint a marketing executive to oversee both marketing and sales
The sales force at Messimer Computing recently began telemarketing and Web selling. How will telemarketing and Web selling most likely benefit Messimer Computing?
The inside sales force of Messimer will receive better compensation than the outside sales force.
Messimer sales reps will need to spend more face-to-face time with large, high-value customers.
Messimer sales reps will be able to service hard-to-reach customers more effectively.
Messimer sales reps will be required to telecommute rather than work in a centrally located office.
The outside sales force of Messimer will be freed up to work more with the marketing department.
