Question 1

Before approaching the customer,a salesperson should learn as much as possible about the prospect's organization and its buyer.

Accepted Answer

A) True 
 B)False

Question 2

A _____ is a written document or professional presentation that outlines how a company's product will meet or exceed the client's needs.

Accepted Answer

A)  customer profile 
B)  needs assessment 
C)  sales proposal 
D)  qualifying document 
E)  forecast of needs 
A)  customer profile 
B)  needs assessment 
C)  sales proposal 
D)  qualifying document 
E)  forecast of needs

Question 3

Broyhill is offering the sales force at Meers Furniture Emporium a $50 reward for each Broyhill Pleasant Isle Living Room Collection sold in the next 30 days.What type of trade sales promotion is the $50?

Accepted Answer

A)  a trade allowance 
B)  push money 
C)  a selling deal 
D)  premium payment 
E)  a direct commission 
A)  a trade allowance 
B)  push money 
C)  a selling deal 
D)  premium payment 
E)  a direct commission

Question 4

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

Accepted Answer

A) True 
 B)False

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

Which of the following statements about online sales promotions is true?

Accepted Answer

A)  Internet sales promotions are more effective and cost-efficient at generating responses than their offline counterparts. 
B)  One of the few types of sales promotion that cannot be used online is sampling. 
C)  Online coupons have lower redemption rates than off-line coupons. 
D)  Loyalty marketing programs are ineffective when used at Web sites to encourage traffic. 
E)  There is no way for a marketer to build long-term,mutually beneficial relationships with customers online. 
A)  Internet sales promotions are more effective and cost-efficient at generating responses than their offline counterparts. 
B)  One of the few types of sales promotion that cannot be used online is sampling. 
C)  Online coupons have lower redemption rates than off-line coupons. 
D)  Loyalty marketing programs are ineffective when used at Web sites to encourage traffic. 
E)  There is no way for a marketer to build long-term,mutually beneficial relationships with customers online.

Question 7

In traditional selling,more time is spent _____ than in relationship selling.

Accepted Answer

A)  qualifying leads 
B)  following up 
C)  handling objections 
D)  approaching the customer and probing needs 
E)  designing and proposing solutions 
A)  qualifying leads 
B)  following up 
C)  handling objections 
D)  approaching the customer and probing needs 
E)  designing and proposing solutions

Question 8

Jefferson Smurfit Company is a multibillion-dollar supplier of packaging materials.One of its salespeople rearranged production schedules at three different plants to satisfy an unexpected demand for boxes from General Electric.The salesperson's action is typical of the company's sales philosophy and indicates an emphasis on:

Accepted Answer

A)  consultative promotion 
B)  relationship selling 
C)  adaptive selling 
D)  transformational selling 
E)  transactional buying 
A)  consultative promotion 
B)  relationship selling 
C)  adaptive selling 
D)  transformational selling 
E)  transactional buying

Question 9

When Rick purchased a Xerox color printer for his law office,he was able to mail in a proof-of-purchase and his cash register receipt to receive a check from Xerox for $200.Rick received a:

Accepted Answer

A)  premium 
B)  trade allowance 
C)  purchase allowance 
D)  rebate 
E)  functional discount 
A)  premium 
B)  trade allowance 
C)  purchase allowance 
D)  rebate 
E)  functional discount

Question 10

Sales promotion offers an incentive to buy.

Accepted Answer

A) True 
 B)False

Question 11

Which type of consumer sales promotion rewards loyal consumers for making multiple purchases of a particular good or service?

Accepted Answer

A)  frequent buyer program 
B)  80/20 program 
C)  net worth program 
D)  premium program 
E)  continuity program 
A)  frequent buyer program 
B)  80/20 program 
C)  net worth program 
D)  premium program 
E)  continuity program

Question 12

Dave is in charge of finding sponsors for the 2011 Riverbend Festival.He is meeting with marketing representatives from Wrangler jeans and First Tennessee National Bank,attempting to convince them to sponsor the event.Dave is engaged in personal selling.

Accepted Answer

A) True 
 B)False

Question 13

A _____ is a cash refund given to consumers for the purchase of a product during a specific time period.

Accepted Answer

A)  premium 
B)  trade discount 
C)  purchase allowance 
D)  rebate 
E)  functional allowance 
A)  premium 
B)  trade discount 
C)  purchase allowance 
D)  rebate 
E)  functional allowance

Question 14

Kinko's has built a long-term business relationship with PeopleSoft in which PeopleSoft awards much of its training and education materials printing to Kinko's.Which promotional activity was most likely used to make this $5 million deal?

Accepted Answer

A)  direct sales management 
B)  personal selling 
C)  public relations 
D)  sales promotion 
E)  research and development 
A)  direct sales management 
B)  personal selling 
C)  public relations 
D)  sales promotion 
E)  research and development

Question 15

As part of the needs assessment,the consultative salesperson must learn everything there is to know about:

Accepted Answer

A)  the product he or she is selling 
B)  the customers and their needs 
C)  the competition 
D)  the industry in which he or she is selling 
E)  all of the choices 
A)  the product he or she is selling 
B)  the customers and their needs 
C)  the competition 
D)  the industry in which he or she is selling 
E)  all of the choices

Question 16

Many people have trouble defining the term "casual dress" when it comes to what is appropriate to wear to work.Levi Strauss & Co.put together a newsletter and a video detailing what was suitable for casual work attire.Levi sent the video to human resources managers all over the United States.This is an example of:

Accepted Answer

A)  event advocacy 
B)  lobbying 
C)  product placement 
D)  consumer education 
E)  issue sponsorship 
A)  event advocacy 
B)  lobbying 
C)  product placement 
D)  consumer education 
E)  issue sponsorship

Question 17

Dell's fall back-to-school program allows students who buy a new laptop computer for college to get a free printer.The printer giveaway is a:

Accepted Answer

A)  push strategy 
B)  advocacy advertising 
C)  comparative advertising 
D)  cause marketing 
E)  sales promotion 
A)  push strategy 
B)  advocacy advertising 
C)  comparative advertising 
D)  cause marketing 
E)  sales promotion

Question 18

A good salesperson considers objections a legitimate part of the purchase decision.

Accepted Answer

A) True 
 B)False

Question 19

The sponsorship of NASCAR is an example of a public relations activity.

Accepted Answer

A) True 
 B)False

Question 20

What is cause-related marketing? Describe an example of this public relations tool other than those given in the chapter.

Accepted Answer

Cause-related marketing is a special typ

Before approaching the customer,a salesperson should learn as much as possible about the prospect's organization and its buyer.

A _____ is a written document or professional presentation that outlines how a company's product will meet or exceed the client's needs.

Broyhill is offering the sales force at Meers Furniture Emporium a $50 reward for each Broyhill Pleasant Isle Living Room Collection sold in the next 30 days.What type of trade sales promotion is the $50?

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

When compared to other forms of promotion,personal selling:

Which of the following statements about online sales promotions is true?

In traditional selling,more time is spent _____ than in relationship selling.

When Rick purchased a Xerox color printer for his law office,he was able to mail in a proof-of-purchase and his cash register receipt to receive a check from Xerox for $200.Rick received a:

Sales promotion offers an incentive to buy.

Which type of consumer sales promotion rewards loyal consumers for making multiple purchases of a particular good or service?

Dave is in charge of finding sponsors for the 2011 Riverbend Festival.He is meeting with marketing representatives from Wrangler jeans and First Tennessee National Bank,attempting to convince them to sponsor the event.Dave is engaged in personal selling.

A _____ is a cash refund given to consumers for the purchase of a product during a specific time period.

Kinko's has built a long-term business relationship with PeopleSoft in which PeopleSoft awards much of its training and education materials printing to Kinko's.Which promotional activity was most likely used to make this $5 million deal?

As part of the needs assessment,the consultative salesperson must learn everything there is to know about:

Dell's fall back-to-school program allows students who buy a new laptop computer for college to get a free printer.The printer giveaway is a:

A good salesperson considers objections a legitimate part of the purchase decision.

The sponsorship of NASCAR is an example of a public relations activity.

What is cause-related marketing? Describe an example of this public relations tool other than those given in the chapter.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & 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 Concepts

Developing and Managing Products

Marketing Channels and Supply Chain Management

Retailing

Marketing Communications and Advertising

Pricing Concepts

Filters

Exam 15: Public Relations, Sales Promotion, and Personal Selling

Before approaching the customer,a salesperson should learn as much as possible about the prospect's organization and its buyer.

A _____ is a written document or professional presentation that outlines how a company's product will meet or exceed the client's needs.

Broyhill is offering the sales force at Meers Furniture Emporium a $50 reward for each Broyhill Pleasant Isle Living Room Collection sold in the next 30 days.What type of trade sales promotion is the $50?

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

When compared to other forms of promotion,personal selling:

Which of the following statements about online sales promotions is true?

In traditional selling,more time is spent _____ than in relationship selling.

When Rick purchased a Xerox color printer for his law office,he was able to mail in a proof-of-purchase and his cash register receipt to receive a check from Xerox for $200.Rick received a:

Sales promotion offers an incentive to buy.

Which type of consumer sales promotion rewards loyal consumers for making multiple purchases of a particular good or service?

Dave is in charge of finding sponsors for the 2011 Riverbend Festival.He is meeting with marketing representatives from Wrangler jeans and First Tennessee National Bank,attempting to convince them to sponsor the event.Dave is engaged in personal selling.

A _____ is a cash refund given to consumers for the purchase of a product during a specific time period.

Kinko's has built a long-term business relationship with PeopleSoft in which PeopleSoft awards much of its training and education materials printing to Kinko's.Which promotional activity was most likely used to make this $5 million deal?

As part of the needs assessment,the consultative salesperson must learn everything there is to know about:

Dell's fall back-to-school program allows students who buy a new laptop computer for college to get a free printer.The printer giveaway is a:

A good salesperson considers objections a legitimate part of the purchase decision.

The sponsorship of NASCAR is an example of a public relations activity.

What is cause-related marketing? Describe an example of this public relations tool other than those given in the chapter.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & 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 Concepts

Developing and Managing Products

Marketing Channels and Supply Chain Management

Retailing

Marketing Communications and Advertising

Pricing Concepts

Filters