Question 1

If a potential customer has objections after the salesperson has made a presentation,that is an indication that the salesperson has done a poor job.

Accepted Answer

A) True 
 B)False

Question 2

Joe Hamas sells for Rush Beverages.He is trying to convince retailers to carry his company's Ginseng Rush,a new all-natural beverage that delivers an energy punch without caffeine.When he gets retailers to agree to stock his product,he asks them for the names of other retail operations that might be interested in carrying it.He is using _____ to get his sales leads.

Accepted Answer

A)  networking 
B)  cold calling 
C)  referrals 
D)  direct marketing 
E)  noncompeting sales 
A)  networking 
B)  cold calling 
C)  referrals 
D)  direct marketing 
E)  noncompeting sales

Question 3

The final selling duty for most successful salespeople is closing the sale.

Accepted Answer

A) True 
 B)False

Question 4

The first step in the personal selling process is sales lead generation.Define lead generation and explain why referral is a superior method for generating leads.

Accepted Answer

Lead generation,or prospecting,is the id

Question 5

When compared to other forms of promotion,personal selling:

Accepted Answer

A)  is more important as the number of potential customers increases 
B)  is more effective in selling frequently purchased products 
C)  can use a message customized to the immediate needs of the customers 
D)  is best for selling simple,low-involvement products 
E)  is less expensive 
A)  is more important as the number of potential customers increases 
B)  is more effective in selling frequently purchased products 
C)  can use a message customized to the immediate needs of the customers 
D)  is best for selling simple,low-involvement products 
E)  is less expensive

Question 6

Typical performance measures for salespeople include sales volume,contribution to profit,calls per order and sales or profits per call.

Accepted Answer

A) True 
 B)False

Question 7

Why are many marketers shortening the time in which a coupon can be redeemed?

Accepted Answer

A)  To track response rates 
B)  To increase introductory sales 
C)  To create a greater sense of urgency to redeem the coupon 
D)  To respond to claims that coupons adversely affect consumer behavior 
E)  To limit the use of on-pack coupons 
A)  To track response rates 
B)  To increase introductory sales 
C)  To create a greater sense of urgency to redeem the coupon 
D)  To respond to claims that coupons adversely affect consumer behavior 
E)  To limit the use of on-pack coupons

Question 8

The knowledge that most businesses depend on repeat sales is the basis of:

Accepted Answer

A)  traditional personal selling 
B)  direct marketing 
C)  all trade promotions 
D)  relationship selling 
E)  product-oriented selling 
A)  traditional personal selling 
B)  direct marketing 
C)  all trade promotions 
D)  relationship selling 
E)  product-oriented selling

Question 9

Manufacturers prefer coupons over rebates,because most customers who are eligible for rebates actually collect them.

Accepted Answer

A) True 
 B)False

Question 10

What is automated e-mail follow-up marketing? How does it work?

Accepted Answer

Automated e-mail follow-up marketing is

Question 11

The first step in the selling process is approaching the customer and probing needs.

Accepted Answer

A) True 
 B)False

Question 12

Relationship selling:

Accepted Answer

A)  is also called adaptive selling 
B)  is more concerned with making a sale than with developing customer trust 
C)  is more typically used when selling low-involvement products in the consumer market 
D)  emphasizes a win-win outcome 
E)  is declining in popularity among businesses because the costs are becoming prohibitive 
A)  is also called adaptive selling 
B)  is more concerned with making a sale than with developing customer trust 
C)  is more typically used when selling low-involvement products in the consumer market 
D)  emphasizes a win-win outcome 
E)  is declining in popularity among businesses because the costs are becoming prohibitive

Question 13

Groupon.com and Crowdsaver combine elements of sales promotions with:

Accepted Answer

A)  pull money 
B)  rebates 
C)  premiums 
D)  social media 
E)  push money 
A)  pull money 
B)  rebates 
C)  premiums 
D)  social media 
E)  push money

Question 14

Digital Cookware has developed a new kind of skillet that should make cooking easier for many non-chefs.The skillet has a display on its handle that beeps to alert the cook when the pan's target temperature is reached.The skillet with the aid of an accompanying cookbook will take much of the guesswork out of cooking.Digital Cookware is a small company,and it has invested considerable money in developing this new technology,which it eventually hopes to use in an entire line of pots and pans.It has run some small ads for the new skillet in cooking magazines and been featured on some morning talk shows.It needs a quick infusion of cash to maintain its current operational level and to develop the rest of the cookware line.Digital Cookware is considering some kind of sales promotion.
-Refer to Digital Cookware.The company's first task is to define its exact sales promotion objective.If the goal of the company is to persuade customers to buy its brand of skillet as opposed to one of the skillets made by its competition,it should:

Accepted Answer

A)  use on-pack coupons 
B)  run a cooking contest that has contestants enter recipes that use the new skillet 
C)  use price-off packages 
D)  use bonus packs 
E)  institute a loyalty marketing program 
A)  use on-pack coupons 
B)  run a cooking contest that has contestants enter recipes that use the new skillet 
C)  use price-off packages 
D)  use bonus packs 
E)  institute a loyalty marketing program

Question 15

Compare and contrast contests and sweepstakes.

Accepted Answer

Contests and sweepstakes are both types

Question 16

Kraft Foods has established dedicated teams to focus on their business with many of their largest customers.With "Team Kroger," Kraft has combined with Nabisco selling organizations in order to bring more unique shopper insights to Kroger supermarkets.This helps Kroger understand their shoppers and customize their programs to grow even more.At the same time,Kraft has strengthened its relationship with Kroger by gaining a better understanding of the supermarket's needs and how it can help support Kroger's business objectives concurrently with its own.
-Refer to Kraft Foods.Team Kroger devotes all of its efforts on satisfying the needs of one of its largest customers,Kroger.This is an example of a sales force organized by:

Accepted Answer

A)  geographic region 
B)  product line 
C)  market 
D)  industry 
E)  individual client or account 
A)  geographic region 
B)  product line 
C)  market 
D)  industry 
E)  individual client or account

Question 17

Loyalty marketing programs are targeted to people who consistently buy the least expensive brand.

Accepted Answer

A) True 
 B)False

Question 18

Trade shows are an excellent place to introduce new products to the marketplace.

Accepted Answer

A) True 
 B)False

Question 19

Sales promotion:

Accepted Answer

A)  is a publicity tool 
B)  is only directed to the ultimate consumer market 
C)  is more difficult to measure than advertising 
D)  offers a short-term incentive to buy 
E)  expenditures have been decreasing in recent years 
A)  is a publicity tool 
B)  is only directed to the ultimate consumer market 
C)  is more difficult to measure than advertising 
D)  offers a short-term incentive to buy 
E)  expenditures have been decreasing in recent years

Question 20

Packaged-goods marketers such as Kellogg's and Betty Crocker have increased their use of coupons recently due to:

Accepted Answer

A)  intense competition and the introduction of new products 
B)  the growth of frequency programs 
C)  push money from retailers 
D)  POP activities 
E)  user incentives from retailers 
A)  intense competition and the introduction of new products 
B)  the growth of frequency programs 
C)  push money from retailers 
D)  POP activities 
E)  user incentives from retailers

If a potential customer has objections after the salesperson has made a presentation,that is an indication that the salesperson has done a poor job.

The final selling duty for most successful salespeople is closing the sale.

The first step in the personal selling process is sales lead generation.Define lead generation and explain why referral is a superior method for generating leads.

When compared to other forms of promotion,personal selling:

Typical performance measures for salespeople include sales volume,contribution to profit,calls per order and sales or profits per call.

Why are many marketers shortening the time in which a coupon can be redeemed?

The knowledge that most businesses depend on repeat sales is the basis of:

Manufacturers prefer coupons over rebates,because most customers who are eligible for rebates actually collect them.

What is automated e-mail follow-up marketing? How does it work?

The first step in the selling process is approaching the customer and probing needs.

Relationship selling:

Groupon.com and Crowdsaver combine elements of sales promotions with:

Compare and contrast contests and sweepstakes.

Loyalty marketing programs are targeted to people who consistently buy the least expensive brand.

Trade shows are an excellent place to introduce new products to the marketplace.

Sales promotion:

Packaged-goods marketers such as Kellogg's and Betty Crocker have increased their use of coupons recently due to:

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Decisions

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Social Media and Marketing

Filters

Exam 18: Sales Promotion and Personal Selling

If a potential customer has objections after the salesperson has made a presentation,that is an indication that the salesperson has done a poor job.

The final selling duty for most successful salespeople is closing the sale.

The first step in the personal selling process is sales lead generation.Define lead generation and explain why referral is a superior method for generating leads.

When compared to other forms of promotion,personal selling:

Typical performance measures for salespeople include sales volume,contribution to profit,calls per order and sales or profits per call.

Why are many marketers shortening the time in which a coupon can be redeemed?

The knowledge that most businesses depend on repeat sales is the basis of:

Manufacturers prefer coupons over rebates,because most customers who are eligible for rebates actually collect them.

What is automated e-mail follow-up marketing? How does it work?

The first step in the selling process is approaching the customer and probing needs.

Relationship selling:

Groupon.com and Crowdsaver combine elements of sales promotions with:

Compare and contrast contests and sweepstakes.

Loyalty marketing programs are targeted to people who consistently buy the least expensive brand.

Trade shows are an excellent place to introduce new products to the marketplace.

Sales promotion:

Packaged-goods marketers such as Kellogg's and Betty Crocker have increased their use of coupons recently due to:

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Decisions

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Social Media and Marketing

Filters