Question 1

With relationship selling,the objective is to build long-term branded relationships with customers,not just to sell products.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

Lead generation,or prospecting,is the id

Question 3

Unlike other sales promotion activities,the objective of a loyalty marketing program is to:

Accepted Answer

A) encourage brand switching. 
B) appeal to bargain hunters who consistently buy the lowest-priced brand. 
C) take away customers from the competition. 
D) build long-term,mutually beneficial relationships between a company and its key customers. 
E) modify customers' attitudes toward a product. 
A) encourage brand switching. 
B) appeal to bargain hunters who consistently buy the lowest-priced brand. 
C) take away customers from the competition. 
D) build long-term,mutually beneficial relationships between a company and its key customers. 
E) modify customers' attitudes toward a product.

Question 4

When Maya purchased a full-size bottle of Purell Hand Sanitizer,she received a free,purse-sized bottle as well..The purse-sized bottle is an example of a:

Accepted Answer

A) product placement. 
B) trade sample. 
C) contest. 
D) premium. 
E) loyalty incentive. 
A) product placement. 
B) trade sample. 
C) contest. 
D) premium. 
E) loyalty incentive.

Question 5

Hewlett-Packard offered $25 to individual Office Depot salespeople for each HP LaserJet printer they sold.The $25 is push money.

Accepted Answer

A) True 
 B)False

Question 6

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 7

When cosmetics company Estée Lauder gives customers a bag of small-sized cosmetics with the purchase of a full-priced item,this is an example of a premium offer.

Accepted Answer

A) True 
 B)False

Question 8

What should the consultative salesperson do when the prospect says,"Are you telling me that your packaging will protect my fragile products better than your competitor's can?"

Accepted Answer

A) Conduct an unplanned needs assessment. 
B) Handle the question as an objection. 
C) Immediately leave the prospect's office. 
D) Ask for referrals. 
E) Modify his or her sales proposal. 
A) Conduct an unplanned needs assessment. 
B) Handle the question as an objection. 
C) Immediately leave the prospect's office. 
D) Ask for referrals. 
E) Modify his or her sales proposal.

Question 9

The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking products.Finalists are brought to Pillsbury kitchens to bake their recipes so the winner of a cash prize can be chosen.This is an example of a:

Accepted Answer

A) contest. 
B) sales promotion game. 
C) sweepstakes. 
D) push money deal. 
E) P-O-P (participant of Pillsbury). 
A) contest. 
B) sales promotion game. 
C) sweepstakes. 
D) push money deal. 
E) P-O-P (participant of Pillsbury).

Question 10

When a salesperson offers a discount if a prospect places a larger order,he or she is using the process of:

Accepted Answer

A) summary. 
B) assumption. 
C) negotiation. 
D) adaptation. 
E) follow-up. 
A) summary. 
B) assumption. 
C) negotiation. 
D) adaptation. 
E) follow-up.

Question 11

When a salesperson asks for the sale,he or she is:

Accepted Answer

A) closing the sale. 
B) creating empathy. 
C) reducing cognitive dissonance. 
D) creating long-term reciprocal arrangements. 
E) qualifying the sale. 
A) closing the sale. 
B) creating empathy. 
C) reducing cognitive dissonance. 
D) creating long-term reciprocal arrangements. 
E) qualifying the sale.

Question 12

Point-of-purchase promotions are seldom used as a sales promotion tool because most purchase decisions are made before consumers ever enter a store.

Accepted Answer

A) True 
 B)False

Question 13

Tara is a salesperson with several satisfied customers.She asks her customers to recommend her to their business associates.Tara is using cold calling to generate leads.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following statements about the relative amount of time spent in the selling process by different types of salespeople is true?

Accepted Answer

A) A consultative salesperson would spend a lot of time generating leads. 
B) A traditional salesperson would spend a lot of time following up the sale. 
C) A relationship salesperson would spend a lot of time handling objections. 
D) A relationship salesperson would spend a lot of time qualifying leads. 
E) A consultative salesperson would spend a lot of time closing the sale. 
A) A consultative salesperson would spend a lot of time generating leads. 
B) A traditional salesperson would spend a lot of time following up the sale. 
C) A relationship salesperson would spend a lot of time handling objections. 
D) A relationship salesperson would spend a lot of time qualifying leads. 
E) A consultative salesperson would spend a lot of time closing the sale.

Question 15

All of the following statements describe an advantage of personal selling over other forms of promotion EXCEPT:

Accepted Answer

A) Personal selling is less expensive on a per contact basis. 
B) Personal selling is better for providing customers with detailed demonstrations of products. 
C) It is easier to vary the message according to what the customer needs to know with personal selling. 
D) It is easier to direct the marketing effort to directly to qualified prospects with personal selling. 
E) Personal selling costs can be controlled by adjusting the size of the sales force. 
A) Personal selling is less expensive on a per contact basis. 
B) Personal selling is better for providing customers with detailed demonstrations of products. 
C) It is easier to vary the message according to what the customer needs to know with personal selling. 
D) It is easier to direct the marketing effort to directly to qualified prospects with personal selling. 
E) Personal selling costs can be controlled by adjusting the size of the sales force.

Question 16

The _____ is a process that describes the homework that must be done by a salesperson before he or she contacts a prospect.

Accepted Answer

A) pre-sales dialogue 
B) preapproach 
C) prospect customerization 
D) closing preamble 
E) sale profiling procedure 
A) pre-sales dialogue 
B) preapproach 
C) prospect customerization 
D) closing preamble 
E) sale profiling procedure

Question 17

College Entertainers
Most colleges and universities have a campus activity board that brings entertainers and special events to campuses.To locate and hire these entertainers,many campuses send their student activity board members to one of the seven regional conventions or the National Association of Campus Activities (NACA)convention.More than 100 entertainers,talent agencies,and companies that provide promotional services exhibit their products at these conventions in an area similar to a trade show.(Conference attendees call this the Marketplace. )Approximately 20 entertainers are selected to present a short program (called a showcase)in which they demonstrate what they would do if hired to perform on campus.Many other entertainers have videos and CDs,which they hand out to student attendees.Only one or two members of any student group can actually set up a contractual agreement with an entertainer or his or her agency.Other student attendees provide input as to which entertainers best match the demographics of their institutions.
-Refer to College Entertainers.When some of the entertainers visit campuses,they give free t-shirts to people who came to see them perform.These tee-shirts are examples of:

Accepted Answer

A) rebates. 
B) loyalty reminders. 
C) premiums. 
D) informative advertising. 
E) trade promotions. 
A) rebates. 
B) loyalty reminders. 
C) premiums. 
D) informative advertising. 
E) trade promotions.

Question 18

A _____ is a determination of the customer's specific needs and wants and the range of options the customer has for satisfying them.

Accepted Answer

A) stimulus-response continuum 
B) needs hierarchy 
C) needs assessment 
D) NASIC comparison 
E) sales probability 
A) stimulus-response continuum 
B) needs hierarchy 
C) needs assessment 
D) NASIC comparison 
E) sales probability

Question 19

The set of steps a salesperson goes through to sell a particular product is called the:

Accepted Answer

A) P-O-S cycle. 
B) stimulus-response hierarchy. 
C) sales presentation. 
D) sales process. 
E) sales continuum. 
A) P-O-S cycle. 
B) stimulus-response hierarchy. 
C) sales presentation. 
D) sales process. 
E) sales continuum.

Question 20

For a powerful sales presentation,salespeople must do all of the following EXCEPT:

Accepted Answer

A) ask close-ended questions. 
B) incorporate visual elements that impart valuable information. 
C) practice. 
D) use direct eye contact. 
E) use hand gestures and voice inflections. 
A) ask close-ended questions. 
B) incorporate visual elements that impart valuable information. 
C) practice. 
D) use direct eye contact. 
E) use hand gestures and voice inflections.

Exam 18: Sales Promotion and Personal Selling

With relationship selling,the objective is to build long-term branded relationships with customers,not just to sell products.

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

Unlike other sales promotion activities,the objective of a loyalty marketing program is to:

When Maya purchased a full-size bottle of Purell Hand Sanitizer,she received a free,purse-sized bottle as well..The purse-sized bottle is an example of a:

Hewlett-Packard offered $25 to individual Office Depot salespeople for each HP LaserJet printer they sold.The $25 is push money.

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

When cosmetics company Estée Lauder gives customers a bag of small-sized cosmetics with the purchase of a full-priced item,this is an example of a premium offer.

What should the consultative salesperson do when the prospect says,"Are you telling me that your packaging will protect my fragile products better than your competitor's can?"

The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking products.Finalists are brought to Pillsbury kitchens to bake their recipes so the winner of a cash prize can be chosen.This is an example of a:

When a salesperson offers a discount if a prospect places a larger order,he or she is using the process of:

When a salesperson asks for the sale,he or she is:

Point-of-purchase promotions are seldom used as a sales promotion tool because most purchase decisions are made before consumers ever enter a store.

Tara is a salesperson with several satisfied customers.She asks her customers to recommend her to their business associates.Tara is using cold calling to generate leads.

Which of the following statements about the relative amount of time spent in the selling process by different types of salespeople is true?

All of the following statements describe an advantage of personal selling over other forms of promotion EXCEPT:

The _____ is a process that describes the homework that must be done by a salesperson before he or she contacts a prospect.

A _____ is a determination of the customer's specific needs and wants and the range of options the customer has for satisfying them.

The set of steps a salesperson goes through to sell a particular product is called the:

For a powerful sales presentation,salespeople must do all of the following EXCEPT:

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 Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Pricing Concepts

Setting the Right Price

Customer Relationship Management Crm

Social Media and Marketing

Filters