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WorksheetsChap 16 Personal Selling & Sales Promotion
Total questions: 13
Worksheet time: 7mins
Which of the following is true with regard to personal selling?
Personal selling entails personal presentations by a firm's sales force for the purpose of making sales and building customer relationships
Personal selling involves making personal requests to potential buyers to enter into short-term business relationships with firms
Personal selling distances the buyer from the seller and does not focus on building enduring relationships.
Personal selling is a relatively new profession
Which of the following is true about the sales force of a company?
Salespeople represent workers' interests to upper management
Salespeople represent customers to the company and manage the buyer-seller relationship
The primary responsibility of a sales force is to formulate operational strategies
The sales force is responsible for product development and product strategy
At Price & Wallace Inc., a pharmaceuticals company, 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 customers. Which of the following steps should upper management at Price & Wallace take to help bring the sales and marketing functions closer together?
establish a customer sales force structure and make sure that sales quotas are easily achievable
adopt a sales force automation system and implement team selling
appoint a high-level marketing executive to oversee both marketing and sales
establish a complex sales force structure
Which of the following questions is NOT asked when designing a sales force strategy and structure?
Should salespeople sell in the field, by phone, or using online and social media?
Should salespeople work alone or in teams with other company employees?
Should salespeople follow strict steps in the sales process?
How big should the sales force be?
More and more companies are moving away from high-commission plans because _____.
high-commission plans require salespeople to work overtime
salespeople are prone to taking multiple sales jobs to maximize their income
salespeople end up spending too much time traveling to meet customers
salespeople tend to become pushy which affects customer relationships
_____ consists of short-term incentives to encourage the purchase of a product or service.
Value selling
Sales promotion
Advertising
Benchmarking
Which of the following factors has most likely contributed to the rapid growth of sales promotion, particularly in consumer markets?
declining advertising efficiency
declining interest in quality
increasing popularity of e-procurement
increasing number of international firms
Sales promotions are targeted toward members of the sales force, business customers, retailers, wholesalers, and _____.
final buyers
employees
manufacturers
suppliers
Which of the following is the most effective–but most expensive–way to introduce a new product or create new excitement for an existing one?
coupons
cash refunds
sampling
cents-off deals
Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others is known as _____.
point-of-purchase promotions
sweepstakes
event marketing
personal selling
Which of the following questions would help a marketer evaluate the return on a sales promotion investment?
Was the sales force successful in filtering out the good prospects from the poor ones?
Did the promotion attract new customers or more purchasing from current customers?
Were channel intermediaries effectively positioned to ensure a seamless supply of products?
Did customers receive high-quality promotional products?
A five-foot high cardboard display of Terry the polar bear, mascot of Terry's protein shake, next to the shelf containing Terry's products in a supermarket is an example of a(n) _____.
sample
point-of-purchase promotion
business promotion
rebate
Blue Fizz Inc. sponsors every race that takes place at the Sears Racing Track in Orange County, California. The high-octane racing at Sears is perfect for Blue Fizz to sell its energy drinks and to establish the desired brand image of the company. Which type of promotion is evident here?
event marketing
mass marketing
point-of-purchase promotion
solution selling
