Chapter 20 Test Bank Personal Selling And Sales Management - Answer Key + Test Bank | Marketing 13th Edition by Kerin and Hartley by Roger A. Kerin, Steven W. Hartley. DOCX document preview.
Chapter 20
Personal Selling and Sales Management
Multiple Choice Questions
1. | According to Lindsey Smith of GE Healthcare, all of the following are necessary for a successful sales career except
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2. | According to Lindsey Smith of GE Healthcare, all of the following are necessary skills to be successful in serving her customers except
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3. | Lindsey Smith's task in Molecular Imaging Products at GE Healthcare is to
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4. | Lindsey Smith's selling success is due in large part to her
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5. | The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as
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6. | Planning the selling program and implementing and evaluating the personal selling effort of the firm is referred to as
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7. | Personal selling requires the __________ flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or a group's purchase decision.
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8. | Personal selling includes all of the following modes of communication except
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9. | Sales management refers to
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10. | The tasks involved in managing personal selling include all of the following except
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11. | The tasks involved in managing personal selling include the following: (1) setting objectives; (2) organizing the salesforce; (3) recruiting, selecting, training, and compensating salespeople; and (4) __________.
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12. | The tasks involved in managing personal selling include: (1) organizing the salesforce; (2) __________; (3) recruiting, selecting, training, and compensating salespeople; and (4) evaluating the performance of individual salespeople.
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13. | "Everyone lives by selling something" was an observation made by
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14. | Selling often serves as a stepping-stone to top management. In fact, approximately __________ percent of the chief executive officers (CEOs) in the largest U.S. corporations have significant sales and marketing experience in their work history.
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15. | Personal selling serves three major roles in a firm's overall marketing effort. Salespeople: (1) are the critical link between a firm and its customers, (2) are the company in consumers' eyes, and (3) __________.
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16. | Personal selling serves three major roles in a firm's overall marketing effort. Salespeople: (1) are the critical link between a firm and its customers, (2) __________, and (3) may play a dominant role in a firm's marketing program.
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17. | Which of the following statements regarding the role of salespeople is most accurate?
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18. | Which of the following statements regarding the role of salespeople is most accurate?
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19. | Relationship selling refers to
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20. | The practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time is referred to as
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21. | The primary way in which relationship selling creates customer value is by
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22. | The practice whereby buyers and sellers combine their expertise and resources to create customized solutions; commit to joint planning; and share customer, competitive, and company information for their mutual benefit, and ultimately the benefit of the customer, is referred to as
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23. | Partnership selling refers to
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24. | Partnership selling is sometimes referred to as
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25. | IBM has 30 information technology hardware and software specialists, business consultants, and engineers working at Charles Schwab, a large brokerage firm, all under the direction of a senior IBM sales executive. They are creating and managing a complex financial planning system that helps Schwab clients with their retirement planning. This is an example of
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26. | Recent research indicates that a salesperson's __________ can influence his or her ability to create customer value.
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27. | There are __________ genetic markers correlated with a salesperson's predisposition or willingness to interact with customers and learn about their problems in order to meet their needs.
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28. | A salesperson who is guided by the idea, "I try to align customers who have problems with products that will help them solve their problems," has which type of orientation?
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29. | A salesperson who is guided by the notion, "I try to sell customers all I can to convince them to buy, even if I think it is more than a wise customer would buy," has which type of orientation?
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30. | Personal selling assumes many forms based on the __________ and the __________ to perform the sales task.
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31. | The three types of personal selling are order taking, order getting, and
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32. | Broadly speaking, there are three types of personal selling: _________, order getting, and customer sales support.
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33. | An order taker is a
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34. | A salesperson who processes routine orders or reorders for products that were already sold by the company is referred to as
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35. | The primary responsibility of order takers is to
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36. | Two types of order takers exist. __________ visit customers and replenish inventory stocks of resellers, whereas __________ typically answer simple questions, take orders, and complete transactions with customers.
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37. | Salespeople called __________ visit customers and replenish inventory stocks of resellers, such as retailers or wholesalers.
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38. | Salespeople called outside order takers visit customers and
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39. | Salespeople called outside order takers
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40. | John Whitaker works for American Greetings. His job description includes the following responsibilities: (1) stock and arrange point-of-purchase displays of present customers—60 percent of his workweek and (2) receive orders from customers and complete the transactions—40 percent of his workweek. Whitaker is primarily engaged in which type of selling?
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41. | A Frito-Lay salesperson who is taking inventory of available Doritos and Tostitos products at a supermarket is an
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42. | When a Frito-Lay salesperson takes an inventory of Doritos chips to ensure that the snacks are in adequate supply on retailers' shelves, what form of buying decision does the store manager engage in?
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43. | Inside order takers are also referred to as
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44. | Salespeople called __________ typically answer simple questions, take orders, and complete transactions with customers.
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45. | Which type of salesperson would routinely be involved in an industrial straight rebuy situation?
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46. | On a recent shopping excursion at a local Target store, Jim Krause went from aisle to aisle selecting the products he needed. He bought a variety of products, including shampoo, toothpaste, and several pairs of socks. Interestingly, the only salesperson Krause encountered was the person at the checkout counter. The checkout person at Target is an example of
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47. | The use of toll-free telephone numbers that customers call to obtain information about products and make purchases is referred to as
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48. | Marilyn called the Butterball toll-free hotline to learn how to prepare her Thanksgiving turkey and dressing. This telephone number is an example of
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49. | When Margot called the toll-free number to order one dozen water lilies from Van Ness Water Gardens, the firm was using
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50. | When Jason called the toll-free number to order two children's books from the Chinaberry catalog, the firm was using
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51. | Which form of personal selling has the lowest requirement for problem solving?
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52. | An order getter is
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53. | Which of the following statements regarding order getters is most accurate?
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54. | Which of the following statements regarding order getters is most accurate?
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55. | Which of the following statements regarding order getters is most accurate?
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56. | Industry research shows that outside order getters, or field service representatives, often work over __________ hours per week.
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57. | What percentage of a sales representative's time is spent selling?
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58. | Industry research shows that outside order getters, or field service representatives, spend 41 percent of their time selling, and another __________ percent is devoted to customer service calls.
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59. | Which of the following statements regarding outside order getters is most accurate?
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60. | It is estimated that the average cost of a single field sales call on a business customer is about __________, factoring in salespeople compensation, benefits, and travel-and-entertainment expenses.
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61. | The practice of using the telephone rather than personal visits to contact customers is referred to as
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62. | It is estimated that the average cost of an outbound telemarketing sales call on a business customer is about __________, versus $500 for a single field sales call.
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63. | Missionary salespeople are
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64. | Sales support personnel who do not directly solicit orders but rather concentrate on performing promotional activities and introducing new products are referred to as
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65. | Which type of sales personnel concentrates on performing promotional activities but generally does not solicit actual sales orders?
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66. | Norma Adler works for Tyco Healthcare. Her job is to visit hospitals and meet with staff to explain the equipment that Tyco manufactures for use in operating rooms. Although Adler is part of her company's salesforce, she does not directly solicit orders. Adler is what type of salesperson?
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67. | A sales engineer is a
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68. | A salesperson who specializes in identifying, analyzing, and solving customer problems and brings know-how and technical expertise to the selling situation, but often does not actually sell products and services is referred to as a
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69. | The practice of using a group of professionals in selling to and servicing major customers is referred to as
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70. | Team selling refers to the practice of
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71. | Team selling would most likely be used by a company that sells
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72. | TransWave International is a company that markets patented electronic sensors as an early warning device for locating potential problems with buried pipelines. TransWave sends an environmental expert, a safety engineer, a legal representative to explain new regulations enacted by the U.S. Office of Pipeline Safety, and an experienced pipeline expert when it meets with a prospect. This is an example of how TransWave uses
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73. | The two basic forms of team selling are
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74. | A method of selling in which a salesperson and other company resource people meet with buyers to discuss problems and opportunities is referred to as
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75. | In conference selling,
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76. | Seminar selling is a method of personal selling in which
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77. | FloNetwork, Inc., is a company that has developed automation solutions for electronic marketing. Its software is able to handle all aspects of permission marketing-based campaigns from list generation and e-mail deployment to real-time tracking and in-depth analysis. To sell its system, the company conducts educational programs targeted to the technical staff in a prospective customer's information technology (IT) department to discuss recent technological developments with the product. In this situation, FloNetwork uses
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78. | Today, __________ percent of companies employ cross-functional teams of professionals to work with customers to improve relationships, find better ways of doing things, and, of course, create and sustain value for their customers.
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79. | Many firms such as Xerox use a cross-functional sales practice known as
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80. | DuPont assigned chemists, sales and marketing executives, and regulatory specialists to create an herbicide for corn growers that recorded sales of $57 million in its first year. This type of sales approach is referred to as
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81. | Procter & Gamble uses teams of marketing, sales, advertising, computer systems, and supply chain personnel to work with its major retailers, such as Walmart, to identify ways to develop, promote, and deliver products. This type of sales approach is called
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82. | FedEx uses sales personnel, carrier management specialists, and engineering and administrative executives who continually find ways to improve the technology of shipping goods across town and around the world. This type of sales approach is called
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83. | The personal selling process encompasses __________ distinct selling stages.
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84. | Sales activities occurring before, during, and after the sale itself, and which consist of six stages, are referred to as
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85. | The personal selling process is
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86. | If the salesperson's objective is to "search for and qualify potential customers," what is the name of this stage in the personnel selling process?
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87. | If the salesperson's objective is to "gather information and decide how to approach the prospect," what is the name of this stage in the personnel selling process?
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88. | If the salesperson's objective is to "gain a prospect's attention, stimulate interest, and make a transition to the presentation," what is the name of this stage in the personnel selling process?
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89. | If the salesperson's objective is to "begin converting a prospect into a customer by creating a desire for the product or service," what is the name of this stage in the personnel selling process?
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90. | If the salesperson's objective is to "obtain a purchase commitment from the prospect and create a customer," what is the name of this stage in the personnel selling process?
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91. | If the salesperson's objective is to "ensure that the customer is satisfied with the product or service," what is the name of this stage in the personnel selling process?
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92. | Personal selling begins with the __________ stage.
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93. | The search for and qualification of potential customers during the personal selling process is referred to as
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94. | What are the three types of prospects?
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95. | The name of a person who may be a possible customer is referred to as
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96. | The customer who wants or needs the product is referred to as a
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97. | A __________ is an individual who wants a product, can afford to buy it, and is the decision maker.
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98. | If an individual wants the product, can afford to buy it, and is the decision maker, this person is referred to as
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99. | Which of the following statements describes the major difference between a prospect and a qualified prospect?
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100. | Alice Faulkner is a professional salesperson. She earns her living by selling advertising for The New York Times newspaper. In addition to selling advertising to her regular accounts, Faulkner is responsible for generating new advertising accounts for the newspaper. In order to fulfill her responsibilities, Faulkner works hard to make sure the potential customers she sells to are qualified prospects. How can Faulkner know if the prospects she is selling to are in fact qualified prospects?
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101. | All of the following tactics are used to generate leads except
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102. | Advertising with a coupon, using a toll-free number, exhibiting at trade shows, using e-mail, and making cold calls are all activities that would take place during the __________ stage of the personal selling process.
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103. | A method of selling in which a salesperson makes a telephone call or a visit to a prospective customer without a referral is called
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104. | Another name for cold calling is
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105. | Which of the following statements regarding cold canvassing is most accurate?
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106. | Russ Berry Co. is a company that makes gifts and collectibles. When its southeastern sales representative is driving through a community on her way to make a sales call, she looks for small independent florists and gift shops. When she finds a retailer she knows is not carrying Russ products, she stops and makes a sales call. The company's sales rep uses __________ to find its prospects.
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107. | Mark wanted to make some extra money, so he went door-to-door in his neighborhood asking residents if they had any small jobs that they could hire him to perform. Mark had no idea of whether anyone had any jobs for him, so he picked the houses randomly and knocked on the doors to see if anyone was home and perhaps interested in his services. In terms of the personal selling process, Mark was engaged in __________ when he knocked on a prospective customer's door.
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108. | Federal regulations contain provisions that allow consumers to avoid being called at any time through the __________ and impose fines for violations.
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109. | In the personal selling process, a telemarketer for a life insurance firm who calls and asks the head of the household, "If you were to die tomorrow, would your family be cared for?" is engaged in
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110. | Encyclopaedia Britannica used to pay to have a business reply card bound into magazines adjacent to its advertisement. The ad asks people to return the card for more information on how its encyclopedias can help children do better in school. Encyclopaedia Britannica was engaged in
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111. | At which stage in the personal selling process would the salesperson obtain further information about the prospect and decide on the best method of contact?
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112. | What would most likely occur at the preapproach stage in a business selling situation?
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113. | Identifying the buying role of the prospect would be typically done at the __________ stage of the personal selling process.
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114. | The preapproach stage of the personal selling process is especially important in
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115. | Which of the following statements regarding the preapproach stage with respect to international selling is most accurate?
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116. | During the __________ stage of personal selling, a salesperson would learn if her prospect liked to talk about sports before getting down to business or preferred not to waste time with idle chatter.
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117. | At the __________ stage in the personal selling process, a salesperson gains a prospect's attention, stimulates interest, and builds the foundation for the sales presentation itself.
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118. | In the __________ stage of the personal selling process, the first impression is critical.
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119. | In the __________ stage of the personal selling process, the cultural setting is very important for international sales.
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120. | In many societies outside the United States, considerable time is devoted to nonbusiness talk designed to establish a rapport between buyers and sellers. This occurs during the __________ stage of the personal selling process.
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121. | Exchanging business cards in Asia is done according to the customs and norms of the country or region. This protocol is considered important during which stage of the personal selling process?
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122. | At the __________ stage in the personal selling process, a salesperson begins converting a prospect into a customer by creating a desire for the product or service he or she is selling.
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123. | The objective at the __________ stage of the personal selling process is to convert a prospect into a customer by creating a desire for the product or service.
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124. | Three major presentation formats exist: (1) stimulus-response format; (2) __________; and (3) need-satisfaction format.
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125. | Three major presentation formats exist: (1) stimulus-response format; (2) formula selling format; and (3) __________.
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126. | All of the following are sales presentation formats except
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127. | A selling format that assumes that given the appropriate prompts by a salesperson, the prospect will buy is referred to as a
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128. | A stimulus-response presentation refers to a format that
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129. | In a __________, the salesperson tries one appeal after another, hoping to "hit the right button."
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130. | A waitress at a Chili's restaurant uses __________ when she asks a family if "they have any room left for dessert."
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131. | A salesclerk at L. L. Bean uses __________ when he asks a customer if she also needs a pair of hiking socks with the purchase of her mountain boots.
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132. | The ________________ format assumes that given the appropriate stimulus by a salesperson, the prospect will buy. With this format the salesperson tries one appeal after another, hoping to hit the right button.
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133. | Suggestive selling is a form of
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134. | A waitress at a Cracker Barrel restaurant uses __________ when she asks a family if "they have left any room left for dessert."
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135. | Harry goes to the local Staples store to purchase a laptop computer. He asks many questions of the salesclerk, compares various models on display, and decides on the Sony Vaio. The salesperson then recommends to Harry that he should purchase an extended warranty service contract for the computer. This is an example of
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136. | A selling format that consists of information that must be provided in an accurate, thorough, and step-by-step manner to inform the prospect is referred to as a
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137. | A formula selling presentation is a format that
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138. | When Tracy went to work as a new sales rep for Paradise Candles, she was told to use the following speech in her sales presentations: "Hello, Mr./Ms. (customer name). My name is (your name here). I'm calling on behalf of Paradise Candles. We carry the best wax-burning mechanical candles available in the commercial decorating industry…." Paradise Candles instructed Tracy to use
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139. | A memorized, standardized message conveyed to every prospect is referred to as a
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140. | Which type of sales presentation would be best suited for an inexperienced, less knowledgeable salesperson?
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141. | Which of the following statements describes a major drawback associated with a canned sales presentation?
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142. | The __________ is a selling format that emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers.
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143. | A selling format that emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers is referred to as a
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144. | A need-satisfaction presentation is a format that
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145. | The __________ format, which emphasizes problem solving and customer solutions, is the most consistent with the marketing concept and relationship building.
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146. | Two selling styles associated with the need-satisfaction presentation format are
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147. | The car salesman was overheard asking a prospective customer: "What type of driving do you do?" and "How many people will you usually have riding in your car?" and "Maybe you should look at vans instead of sedans." From this information, the car salesman was using a
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148. | Davidson-Uphoff & Co. sells ironware accessories for home and garden to retailers. The salespeople for this company are trained to ask probing questions such as, "What are the decorating trends in this region?" and "What are you doing to take advantage of this trend?" This company trains its salespeople to develop a sales presentation style that emphasizes the needs and wants of its retailers. Once key needs have been uncovered, the salesperson is taught to tailor his or her sales presentation so that the retailer can see why he or she should carry Davidson-Uphoff products. Davidson-Uphoff's salespeople are learning the __________ selling format.
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149. | A need-satisfaction presentation format that involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information, is referred to as
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150. | Adaptive selling refers to a presentation format that
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151. | Sales research and practice show that knowledge of the customer and sales situation are key ingredients for
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152. | Selling that involves adjusting the presentation to fit the selling situation is known as
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153. | As a salesperson asks questions about a prospect's transportation system, the prospect says, "What I really want is reliable transportation at the lowest price I can get." The salesperson stops asking questions and pulls out a comparative price list that shows her company's transportation is the lowest priced and most reliable on the market. The salesperson has engaged in
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154. | Consultative selling refers to a presentation format that
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155. | A need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution, is referred to as
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156. | With __________, problem solutions are not simply a matter of choosing from an array of existing products or services. Rather, novel solutions often arise, thereby creating unique value for the customer.
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157. | Consultative selling is very prominent in
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158. | Recently, Gartner Research and 1To1 Media recognized Microsoft Dynamics Customer Relationship Management (CRM) and its xRM framework for delivering increased productivity and cost savings for customers worldwide. Microsoft experts work individually with customers on problem recognition and resolution and adapt their enterprise software to meet the unique needs of the customer. The Microsoft expert is most likely engaged in
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159. | Sellers view a solution as a customized and integrated combination of products and services for meeting a customer's business needs. Buyers think of a solution to a business problem as one that meets their requirements, is designed to uniquely solve their problem, can be implemented, and
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160. | There are three key reasons for putting the customer into customer solutions in selling: (1) considerable time and effort is necessary to fully understand a specific customer's requirements; (2) effective customer solutions are based on relationships among sellers and buyers; and (3) __________.
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161. | In the context of the personal selling process, excuses for not making a purchase commitment or decision are referred to as
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162. | There are six commonly used techniques to deal with objections: __________, postpone, agree and neutralize, accept the objection, deny, and ignore the objection.
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163. | There are six commonly used techniques to deal with objections: acknowledge and convert the objection, __________, agree and neutralize, accept the objection, deny, and ignore the objection.
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164. | There are six commonly used techniques to deal with objections: acknowledge and convert the objection, postpone, __________, accept the objection, deny, and ignore the objection.
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165. | There are six commonly used techniques to deal with objections: acknowledge and convert the objection, postpone, agree and neutralize, __________, deny, and ignore the objection.
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166. | There are six commonly used techniques to deal with objections: acknowledge and convert the objection, postpone, agree and neutralize, accept the objection, deny, and
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167. | Which of the following statements should a salesperson use to acknowledge and convert the prospect's objection into a reason for buying?
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168. | Doug Ames sells Mercedes-Benz automobiles. While making his sales presentation to a newly qualified prospect, the prospect said, "Doug, I would really like to buy the car, but you know, the price of the automobile is just too high." In order to answer the prospect's objection, Ames responded, "Sir, you are correct. The price of the Mercedes-Benz automobile is high because of what you are getting for that price." Ames then proceeded to describe the quality of the materials used in the car, the high resale value of the car, and the dependability and prestige associated with the Mercedes-Benz brand. What technique did Ames use to handle the prospect's objection?
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169. | Which of the following statements should a salesperson use to postpone a prospect's objection?
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170. | During the sales presentation, the prospect interrupted the salesperson's presentation and said, "Wait a minute. This looks like it's going to cost too much." The salesperson responded, "I think you'll be delighted with how relatively inexpensive this program is. I'll address the subject of price in just a moment." Which objection-handling technique has the salesperson used?
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171. | Which of the following statements should a salesperson use to agree with and neutralize an objection?
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172. | You respond by saying courteously, "You're absolutely right, and I am going to make it my business to be sure that never happens again." Which method have you used to handle the customer's objection?
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173. | Which of the following statements should a salesperson use to accept the objection?
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174. | Which of the following statements should a salesperson use as a denial response to a prospect's objection?
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175. | At which stage of the personal selling process would a salesperson obtain a purchase commitment from the prospect?
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176. | The closing stage in the selling process involves obtaining a purchase commitment from the prospect. This stage is the most important and the most difficult because the salesperson must determine when the prospect is ready to buy. Telltale signals indicating a readiness to buy include
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177. | Three closing techniques are used when a salesperson believes a buyer is about ready to make a purchase. They are __________ closes.
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178. | Trial close refers to
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179. | Asking the prospect to make a decision on some aspect of the purchase is referred to as __________ close.
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180. | Assumptive close refers to
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181. | At the end of her sales presentation, the salesperson asks, "Do you want to make monthly payments of $75 with a 10 percent down payment or will you be writing a check for the full amount today?" She has just made __________.
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182. | Urgency close refers to
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183. | Davidson-Uphoff & Co. sells ironware accessories for home and garden to retailers. When its salesperson told the prospect, "For this week only, we will pay all the shipping costs for new customers," the salesperson was using
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184. | When a salesperson in the Apple store asks, "Will that be charge or cash?" he has executed which stage of the personal selling process?
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185. | Russ Berry Co. sells stuffed animals and holiday gifts. When its salesperson asks a retailer, "Do you want to order the two dozen assorted bears or two dozen white-only bears?" he has executed which stage of the selling process?
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186. | The final stage in the personal selling process is referred to as
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187. | In the personal selling process, the stage that includes making certain the customer's purchase has been properly delivered and installed and difficulties experienced with the use of the item are addressed is referred to as the __________ stage.
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188. | At which stage in the personal selling process would a salesperson ask the customer whether he or she is satisfied with the product?
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189. | One reason follow-up is so important is that research shows that the cost and effort to obtain repeat sales from a satisfied customer is roughly __________ of that necessary to gain a sale from a new customer.
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190. | A representative from AT&T called Dr. Michaels after he switched to its new U-verse telephone system. The firm wanted to make certain he was satisfied and asked if he had any questions concerning his new service. This is an example of __________ call.
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191. | Sales management consists of three interrelated functions: (1) __________, (2) sales plan implementation, and (3) salesforce evaluation.
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192. | Sales management consists of three interrelated functions: (1) sales plan formulation, (2) __________, and (3) salesforce evaluation.
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193. | The most basic of the three sales management functions is
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194. | A sales plan is a
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195. | A statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed is known as a
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196. | Formulating the sales plan involves three tasks: (1) __________, (2) organizing the salesforce, and (3) developing account management policies.
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197. | Formulating the sales plan involves three tasks: (1) setting objectives, (2) organizing the salesforce, and (3) __________.
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198. | Which of the following tasks are involved in the sales plan formulation stage of the sales management process?
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199. | Selling objectives can be __________ and focus on dollar or unit sales volume, number of new customers added, and profit. Alternatively, they can be __________ and emphasize the number of sales calls and selling expenses.
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200. | The sales manager told the salesperson, "Your goal is to increase sales volume for the second quarter 5 percent over the sales volume of the first quarter." The sales manager voiced __________ sales objective.
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201. | All of the following are output-related sales objectives except
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202. | The sales manager instructed the salesperson to "Make 500 customer contacts between January 1 and July 1." The sales manager voiced __________ sales objective.
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203. | A third type of sales objective is __________, which is typically specific for each salesperson and includes his or her product knowledge, customer service, and selling and communication skills.
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204. | All of the following are behaviorally related sales objectives except
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205. | All of the following are types of sales objectives except
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206. | An effective sales plan objective should be
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207. | Research indicates that 25 percent of U.S. salespeople engaged in __________ selling consider it unethical to explicitly ask customers about competitors' strategies such as pricing practices, product development efforts, and trade and promotion programs.
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208. | The second task of a selling organization when it formulates a sales plan is to answer all of the following questions except:
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209. | A break-even chart for comparing independent agents and a company salesforce includes __________ and __________.
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210. | An insurance company is considering using independent sales agents who would receive a 7 percent sales commission on sales or its own insurance salespeople who would receive a 5 percent commission, salaries, and benefits. Additionally, with a company salesforce, sales administration costs would be incurred for a total fixed cost of $650,000 per year. At what level of sales would independent salespeople be less costly to the firm?
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211. | If a company chooses to employ its own salesforce, the three basic organizational salesforce structures from which to choose are
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212. | Which is the simplest form of salesforce organizational structure?
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213. | Which salesforce structure is the simplest form of organization?
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214. | A __________ is the simplest salesforce structure, where the United States, or indeed the globe, is first divided into regions and then each region is divided into districts or territories.
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215. | An advantage of a geographical sales organization is that it
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216. | A geographical sales organization would not be the best structure if
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217. | The office memo read, "Sales representatives from Kansas, Nebraska, Iowa, and Missouri will report directly to the Midwest regional manager." From this information, it would appear the company that issued the memo uses a __________ sales organization for its salesforce.
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218. | When different types of buyers have different needs, a __________ sales organization structure is used.
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219. | A sales organization practice whereby a different salesforce calls on each separate type of buyer or market channel is referred to as a
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220. | Which salesforce organizational structure is best when there are many different buyers with many different or specialized needs?
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221. | A disadvantage of a customer sales organization is
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222. | The practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships is referred to as
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223. | Key account management refers to
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224. | The use of teams of sales, service, and technical personnel who work with purchasing, manufacturing, engineering, logistics, and financial executives in customer organizations is referred to as
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225. | Canam Canada specializes in the fabrication of steel joists, joist girders, steel deck, and Murox—high-performance building systems that are used in the construction of commercial, industrial, and institutional buildings. One of the largest steel joist fabricators in North America, Canam Canada offers value-added engineering support, architectural flexibility and customized solutions and services. Canam Canada uses team selling to focus on important customers so as to build mutually beneficially, long-term, cooperative relationships. It provides exceptional service by assigning teams of sales, service, and technical personnel to work exclusively with assigned customers. Canam's salesforce practices
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226. | When specific knowledge is required to sell certain types of products or services, then a __________ is used.
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227. | The advantage of a product sales organization is that
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228. | The disadvantage of product sales organization is
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229. | ABB is a Swiss-based manufacturer of industrial equipment with annual sales of $30 billion. At one time, ABB had a salesforce that sold only generators, one that sold only boilers, another that sold only transformers, and so forth. Each of its salespeople was an expert on the items he or she sold. Its salesforce was organized by
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230. | The workload method
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231. | A formula-based method for determining the size of a salesforce that integrates the number of customers served, call frequency, call length, and available selling time to arrive at a salesforce size is referred to as the
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232. | The __________ is a common formula-based approach for determining the size of a salesforce.
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233. | Diamond Line is a distributor of everything a florist needs to create a beautiful arrangement except the flowers. It sells to 10,000 flower and gift shops and 5,000 supermarkets nationwide. Each florist is called on four times a month and each supermarket is called on twice a month. Assume a 52-week calendar year and that each salesperson takes a four-week vacation. A sales call to a florist takes one hour, and a sales call to a supermarket takes two hours of selling time. An average salesperson spends 1,000 hours per year making sales calls. The number of salespeople Diamond Line needs to cover its account base is
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234. | Policies that specify who salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out are referred to as
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235. | Account management policies are policies that
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236. | Aspects of __________ policies might include which individuals in a buying organization should be contacted, the amount of sales and service effort that different customers should receive, and the kinds of information salespeople should collect before or during a sales call.
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237. | When using an account management policy grid, an account would replace personal calls with telemarketing or direct mail if the account opportunity level assessment is
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238. | When using an account management policy grid, an account would receive a high level of sales calls if the account opportunity level assessment is
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239. | There are three major tasks involved in the implementation stage of the sales management process: salesforce motivation and compensation, salesforce training, and
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240. | There are three major tasks involved in the implementation stage of the sales management process: salesforce recruitment and selection, __________, and salesforce motivation and compensation.
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241. | The three major tasks involved in the implementation stage of the sales management process are salesforce recruitment and selection, salesforce training, and
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242. | According to the textbook, one of the most crucial tasks of sales management is
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243. | Job analysis refers to
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244. | Information from a __________ is used to write a job description.
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245. | A(n) __________ is a written document that describes job relationships and requirements that characterize each sales position.
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246. | Applied to recruiting and selecting salespeople, a __________ explains to whom a salesperson reports and how he or she interacts with other company personnel.
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247. | A __________ explains: (1) to whom a salesperson reports, (2) how a salesperson interacts with other company personnel, (3) the customers to be called on, (4) the specific activities to be carried out, (5) the physical and mental demands of the job, and (6) the types of products and services to be sold.
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248. | All of the following are aspects of a job description for a salesperson except
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249. | A job description is a written document that describes job relationships and requirements that characterize each sales position. Once established, the job description is then translated into a
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250. | The aptitudes, knowledge, skills, and a variety of behavioral characteristics considered necessary to perform a job successfully are contained in a
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251. | Attributes such as imagination and problem-solving ability, strong work ethic, honesty, intimate product knowledge, effective communication and listening skills, and attentiveness reflected in responsiveness to buyer needs and customer loyalty and follow-up are found in the
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252. | The ability to understand one's own emotions and the emotions of people with whom one interacts on a daily basis is referred to as
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253. | Emotional intelligence refers to
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254. | There are five dimensions to emotional intelligence: __________, self-awareness, the ability to manage one's emotions and impulses, empathy, and social skills.
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255. | There are five dimensions to emotional intelligence: self-motivation, __________, the ability to manage one's emotions and impulses, empathy, and social skills.
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256. | There are five dimensions to emotional intelligence: self-motivation, self-awareness, __________, empathy, and social skills.
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257. | There are five dimensions to emotional intelligence: self-motivation, self-awareness, the ability to manage one's emotions and impulses, __________, and social skills.
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258. | All of the following are dimensions of emotional intelligence except
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259. | Which of the following statements about salesforce training is most accurate?
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260. | Which type of salesforce training is the most popular type of training?
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261. | Research indicates that four key factors are involved with salesforce motivation: (1) __________; (2) effective sales management practices; (3) a personal need for achievement; and (4) proper compensation, incentives, or rewards.
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262. | Research indicates that four key factors are involved with salesforce motivation: (1) a clear job description; (2) __________; (3) a personal need for achievement; and (4) proper compensation, incentives, or rewards.
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263. | Research indicates that four key factors are involved with salesforce motivation: (1) a clear job description; (2) effective management practices; (3) __________; and (4) proper compensation, incentives, or rewards.
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264. | The three commonly used compensation plans are
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265. | With a __________, a salesperson is paid a fixed fee per week, month, or year.
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266. | An advantage of the straight salary compensation plan is that it
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267. | When Daniel was hired to work for Bush Refrigeration Co., he was told, "The sales training program is 18 weeks, and we'll pay you $750 per week during that time." While in training, the company used a __________ to compensate Daniel for his time and effort.
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268. | A straight commission compensation plan is one
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269. | With a __________, a salesperson's earnings are directly tied to sales or profits generated.
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270. | A straight commission compensation plan is one
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271. | A disadvantage of a straight commission compensation plan is that
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272. | A straight commission compensation plan is well-suited to sales positions where
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273. | After completing an 18-week sales training program, Joshua was told, "You will be paid 4 percent on net dollar volume up to $10 million. Sales in excess of $10 million command a rate of 6 percent." The company Joshua works for is using a __________ for him after completing the sales training program.
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274. | With a __________, a salesperson is paid a specified salary plus a commission on sales or profits generated.
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275. | The most frequently used type of compensation plan for salespeople is a
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276. | White Chemical Co. is examining its selling strategy and one of the issues it believes needs attention is the role its sales staff has in undertaking sales support (non-selling) activities; yet it wants to keep the salespeople directed toward increasing sales for the next year. If you did not know which plan the firm presently uses, what advice would you give?
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277. | Which of the following statements regarding salesforce compensation plans is most accurate?
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278. | __________ gives its outstanding salespeople some unconventional rewards that include new pink Cadillacs and jewelry.
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279. | Quantitative assessments of sales performance may be based on input-related objectives set forth in the sales plan. These involve
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280. | Quantitative assessments of sales performance may be based on output-related measures, such as
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281. | All of the following are output-related measures used in quantitative assessments of sales performance except
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282. | A __________ contains specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period.
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283. | Sales quota refers to
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284. | A sales quota contains goals, such as sales produced, accounts generated, profit achieved, and/or
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285. | All of the following are behavioral measures that are used to evaluate salespeople except
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286. | Behavioral measures used to evaluate salespeople include assessments of a salesperson's __________, attention to customers, product knowledge, selling and communication skills, appearance, and professional demeanor.
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287. | About __________ percent of U.S. companies now include customer satisfaction as a behavioral measure of salesperson performance.
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288. | About 60 percent of U.S. companies now include __________ as a behavioral measure of salesperson performance.
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289. | About 60 percent of U.S. companies now include customer satisfaction as a(n) __________ measure of salesperson performance.
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290. | MooreChem created a marketing dashboard for each of its sales representatives. These dashboards included seven measures—sales revenue, gross margin, selling expense, profit, average order size, new customers, and customer satisfaction. Each metric was gauged to show actual salesperson performance
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291. | The use of computer, information, communication, and Internet technology to make the sales function more effective and efficient is referred to as
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292. | SFA is an acronym for
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293. | Salesforce automation is the use of __________ to make the sales function more efficient and effective.
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294. | All of the following are forms of sales automation except
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295. | Salespeople for Godiva Chocolates use __________ to process orders, plan time allocations, forecast sales, and communicate with Godiva personnel and customers, thus providing better customer service.
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296. | Salespeople for Timex watches use their laptop computers to process orders, plan time allocations, forecast sales, and communicate with Timex personnel and customers. The use of __________ helps the Timex salesforce provide customer service.
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297. | A salesperson at Toshiba America Medical Systems uses a laptop computer with built-in DVD capabilities to provide interactive presentations for Toshiba's computerized tomography (CT) and magnetic resonance imaging (MRI) scanners. With it, the customer sees elaborate three-dimensional animations, high-resolution scans, and video clips of the company's products in operation as well as narrated testimonials from satisfied customers. Such technological capabilities have made it effective both for sales presentations and for training salespeople. This would be an example of the use of
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298. | Facsimile, e-mail, and voice mail are common __________ technologies salespeople use today.
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299. | Perhaps the greatest impact on salesforce communication is the application of __________ technology.
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300. | Hewlett-Packard recently shifted its entire U.S. salesforce into home offices and saved millions in staff salaries and office rent despite the expense of equipping each home office with a notebook computer, fax/copier, mobile phone, two phone lines, and office furniture. Such decreased selling costs are among the benefits of
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301. | In 2001, Xerox began a shift to a __________ that focused on helping customers solve their business problems rather than just placing more equipment in their office.
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302. | The sales process at Xerox typically follows the six stages of the personal selling process. During the first stage, Xerox identifies potential clients through
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303. | The sales process at Xerox typically follows the six stages of the personal selling process. During the second stage, the salesforce prepares for a presentation by
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304. | The sales process at Xerox typically follows the six stages of the personal selling process. During the third stage, a Xerox sales representative approaches the prospect and suggests
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305. | The sales process at Xerox typically follows the six stages of the personal selling process. During the fourth stage, as the presentation begins, the salesperson
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306. | The sales process at Xerox typically follows the six stages of the personal selling process. During the fifth stage, the salesperson engages in __________ (gets a signed document or a firm confirmation of the sale).
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307. | The sales process at Xerox typically follows the six stages of the personal selling process. During the sixth stage, the salesperson continues to meet and communicate with the client to
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308. | The Xerox salesforce is divided into four _________ organizations.
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309. | The Xerox salesforce is divided into four geographic organizations: North America, Europe, Global Accounts, and Developing Markets. Within each geographic area, the majority of Xerox products and services are typically sold through its
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310. | At Xerox there is a passion for winning that provides a key incentive for sales reps. Xerox has a recognition program called the __________ where the top performers are awarded a five-day trip to one of the top resorts in the world.
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311. | Perhaps the most well-known component of Xerox's sales management process is its
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Short Answer Questions
312. | Explain the difference between personal selling and sales management.
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313. | What are the three major roles of personal selling in a firm's overall marketing effort?
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314. | Explain the difference between relationship selling and partnership selling.
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315. | Explain the difference between order takers and order getters.
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316. | Explain the role of missionary salespeople and sales engineers in the selling process.
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317. | What are the six stages of the personal selling process? What is the objective of each stage?
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318. | Explain the difference between a lead, a prospect, and a qualified prospect.
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319. | Explain the difference between the stimulus-response presentation format and the formula selling presentation format.
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320. | What assumption does the stimulus-response presentation format make?
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321. | What are the keys to effective need-satisfaction presentations?
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322. | Describe the need-satisfaction presentation format. In the answer, include the two selling styles that are common with this format.
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323. | During the presentation stage, a salesperson may encounter objections. What are the six basic techniques for handling objections?
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324. | Explain what occurs during the closing stage of the selling process and list the three types of close.
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325. | Although firms may differ in the specifics of how salespeople are managed, the sales management process has many similarities across firms. Briefly describe the three interrelated functions of the sales management process.
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326. | Discuss the ethics of salespeople asking their customers for information about such things as the pricing and promotion strategies of the salesperson's competitors.
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327. | One of the first sales management decisions a firm must make is whether the company should build its own salesforce or hire independent agents such as manufacturers' representatives. Abacus Designs sells high-end furniture to retailers and needs to make this decision. Independent agents would receive a 5 percent commission on sales while a company salesforce would receive a 3 percent commission, salaries, and benefits. In addition, with company salespeople, sales administration costs would be incurred for a total fixed cost of $500,000 per year. At what sales level would independent salespeople be less costly?
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328. | ABB is a Swiss-based manufacturer of industrial equipment with annual sales of $30 billion. At one time, its salesforce was organized by product: generators, boilers, transformers, and so forth. Each salesperson was an expert on the product line he or she sold. Then it adopted a customer organizational structure. Why might ABB have made this change?
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329. | The sales plan is put into practice through the tasks associated with sales plan implementation. Identify the three major tasks involved in implementing a sales plan.
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330. | In the context of a salesperson's position, explain what a job description is. In the answer, specify the six attributes that it purports to explain.
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331. | List the four things that research suggests will produce a motivated salesperson.
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332. | Explain the selling model that Xerox uses.
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Document Information
Connected Book
Answer Key + Test Bank | Marketing 13th Edition by Kerin and Hartley
By Roger A. Kerin, Steven W. Hartley
Explore recommendations drawn directly from what you're reading
Chapter 18 Advertising, Sales Promotion, And Public Relations
DOCX Ch. 18
Chapter 19 Social & Mobile Marketing
DOCX Ch. 19
Chapter 20 Personal Selling And Sales Management
DOCX Ch. 20 Current
Chapter 21 Implementing Interactive And Multichannel Marketing
DOCX Ch. 21
Chapter 22 Pulling It All Together The Strategic Marketing Process
DOCX Ch. 22