Exam 16: Personal Selling and Sales Promotion

Refer to the scenario below to answer the following question(s). Reliable Tools Company is a manufacturer of hubs and axles for the trailer and heavy truck industry. Although Reliable Tools only has 15 customers, the company is the sole supplier of hub and axle components to those customers. Monthly sales at Reliable Tools are approximately $1 million. "You might say we have all our eggs in one basket," says owner Arthur Deetz. It is critical that a competent sales force be maintained in order to nurture those few but large accounts. Ninety-five percent of Reliable Tools' customers are located in Michigan, Ohio, and Indiana, which means that travel time to all customers is relatively short. However, given the nature of the industry, time spent with each customer is crucial. -How would a customer sales force structure benefit Reliable Tools?

In ________, the producer marks the reduced prices directly on the label or package. These offer consumers savings off the regular price of a product and are very effective in stimulating short-term sales.

Briefly explain the major sales promotion tools.

The workload approach is used to determine the type of sales force structure required by a company.

Sales force management refers to hiring and training the sales force.

Which of the following factors has most likely contributed to the rapid growth of sales promotion, particularly in consumer markets?

Refer to the scenario below to answer the following question(s). Reliable Tools Company is a manufacturer of hubs and axles for the trailer and heavy truck industry. Although Reliable Tools only has 15 customers, the company is the sole supplier of hub and axle components to those customers. Monthly sales at Reliable Tools are approximately $1 million. "You might say we have all our eggs in one basket," says owner Arthur Deetz. It is critical that a competent sales force be maintained in order to nurture those few but large accounts. Ninety-five percent of Reliable Tools' customers are located in Michigan, Ohio, and Indiana, which means that travel time to all customers is relatively short. However, given the nature of the industry, time spent with each customer is crucial. -Disadvantages of social selling include ________.

Trade promotions are targeted at final buyers.

How are the personal selling process and customer relationship management interrelated? What are the primary requirements of value selling?

In the follow-up stage of the selling process, the salesperson asks the customer for an order.

Kelly works as a sales representative at Ginner Machine Works. She uses the phone and the Internet to identify prospects and make sales. Kelly calls customers and explains the products offered by Ginner and the advantages of using them. If requested, she also mails the customer product information brochures. Which of the following is most likely Kelly involved in?

How do successful companies recruit and train their salespeople? What does an effective training program teach salespeople?

Explain the methods of evaluating the performance of a sales force. Why is the evaluation of a company's sales force considered necessary?

Johnson Business Solutions maintains one sales force for its copy machines and a separate sales force for its computer systems. Johnson Business Solutions utilizes a ________.

Blue Fizz Inc. sponsors every race that takes place at the Sears Racing Track in Orange County, California. The high-octane racing at Sears is perfect for Blue Fizz to sell its energy drinks and to establish the desired brand image of the company. Which type of promotion is evident here?

A(n) ________ is a written representation of a salesperson's completed activities.

Which of the following is the best way for a company to increase selling time?

The purpose of a training program for salespeople is to teach them about all of the following EXCEPT ________.

Kevin is a salesperson working for a company that manufactures gardening tools. He is involved in door-to-door sales and travels every day to call on customers. In his company, Kevin is most likely a part of the ________.

In which of the following steps of the selling process is a salesperson most likely to meet the customer for the first time?