Question 1

Relationship selling is also called:

Accepted Answer

A)  long-term selling 
B)  win-win selling 
C)  consultative selling 
D)  experiential selling 
E)  interactive selling 
A)  long-term selling 
B)  win-win selling 
C)  consultative selling 
D)  experiential selling 
E)  interactive selling C

Question 2

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Accepted Answer

A) True 
 B)False  False

Question 3

_____,or prospecting,is the identification of those firms and people most likely to buy the seller's offerings.

Accepted Answer

A)  Lead generation 
B)  Lead qualification 
C)  Customer mining 
D)  Referral calling 
E)  Cold calling 
A)  Lead generation 
B)  Lead qualification 
C)  Customer mining 
D)  Referral calling 
E)  Cold calling A

Question 4

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 5

All of the following statements about recruiting and training the sales force is true EXCEPT:

Accepted Answer

A)  Training should not be limited to just the new sales force members. 
B)  One of the most important traits to look for in a sales job candidate is ego strength. 
C)  Sales training should begin after a brief orientation. 
D)  Aggressiveness is an important trait to look for when recruiting salespeople. 
E)  Salespeople are typically trained to be negotiators. 
A)  Training should not be limited to just the new sales force members. 
B)  One of the most important traits to look for in a sales job candidate is ego strength. 
C)  Sales training should begin after a brief orientation. 
D)  Aggressiveness is an important trait to look for when recruiting salespeople. 
E)  Salespeople are typically trained to be negotiators.

Question 6

With relationship selling the salesperson would spend most of his or her contact time with the prospect talking about the product because the salesperson does not want to waste the customer's time.

Accepted Answer

A) True 
 B)False

Question 7

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 8

Business-to-business marketers use many of the same sales promotion tools used in consumer promotions.There are several tools,however,that are unique to these marketers.Name and briefly describe five of these unique sales promotion tools.

Accepted Answer

TRADE ALLOWANCES are price reductions of

Question 9

Whenever Jeff buys a box lunch at Heavenly Ham,he gets a stamp on his "Lunch Bunch" card.When he has 10 stamps,he can exchange the card for a free box lunch.This is an example of a(n):

Accepted Answer

A)  self-liquidating premium 
B)  frequent buyer program 
C)  loyalty incentive 
D)  in-store rebate 
E)  consumer allowance 
A)  self-liquidating premium 
B)  frequent buyer program 
C)  loyalty incentive 
D)  in-store rebate 
E)  consumer allowance

Question 10

The most popular sales incentives are _____.

Accepted Answer

A)  cash awards 
B)  vacations 
C)  plaques and trophies 
D)  stock options 
E)  public recognition in front of family and peers 
A)  cash awards 
B)  vacations 
C)  plaques and trophies 
D)  stock options 
E)  public recognition in front of family and peers

Question 11

The first step in the selling process is:

Accepted Answer

A)  qualifying leads 
B)  approaching the customer and probing needs 
C)  developing and proposing solutions 
D)  making a sales presentation 
E)  generating leads 
A)  qualifying leads 
B)  approaching the customer and probing needs 
C)  developing and proposing solutions 
D)  making a sales presentation 
E)  generating leads

Question 12

Relationship selling is really just a new name for transactional selling.

Accepted Answer

A) True 
 B)False

Question 13

Immediate purchase is usually the goal of sales promotion.

Accepted Answer

A) True 
 B)False

Question 14

Discuss the customer and product conditions that suggest personal selling is more important than advertising and sales promotion.

Accepted Answer

Personal selling is more important when:

Question 15

_____ is a process of finding out about potential clients from friends,business contacts,coworkers,acquaintances,and fellow members in professional or civic organizations.

Accepted Answer

A)  People surfing 
B)  Networking 
C)  Co-opting 
D)  Lead intermediation 
E)  Looking for the golden parachute 
A)  People surfing 
B)  Networking 
C)  Co-opting 
D)  Lead intermediation 
E)  Looking for the golden parachute

Question 16

_____ structures for sales force are gaining popularity in today's competitive selling environment for companies that emphasize relationship selling.

Accepted Answer

A)  Geographic-based 
B)  Industry- or market-based 
C)  Product-based 
D)  Customer-based 
E)  Buying center-oriented 
A)  Geographic-based 
B)  Industry- or market-based 
C)  Product-based 
D)  Customer-based 
E)  Buying center-oriented

Question 17

Effective sales management begins with:

Accepted Answer

A)  determining sales goals 
B)  determining the most efficient structure for the sales force 
C)  determination the sales force size 
D)  determining a compensation plan 
E)  recruiting the sales force 
A)  determining sales goals 
B)  determining the most efficient structure for the sales force 
C)  determination the sales force size 
D)  determining a compensation plan 
E)  recruiting the sales force

Question 18

Lopez is the largest Hispanic-owned meat processor in the United States.To assist retailers in marketing its products,Lopez provides point-of-sale materials and offers special introductory discounts to retailers.Lopez uses:

Accepted Answer

A)  functional marketing 
B)  relationship selling 
C)  consumer promotions 
D)  startup marketing 
E)  trade promotions 
A)  functional marketing 
B)  relationship selling 
C)  consumer promotions 
D)  startup marketing 
E)  trade promotions

Question 19

By visiting the priceless.com site,Mastercard users can register for a chance to win an all-expense-paid trip for two to New York to see two Broadway plays.This prize package will be awarded through a(n)_____ since there is no skill involved.

Accepted Answer

A)  contest 
B)  P-O-P promotion 
C)  sweepstakes 
D)  loyalty incentive plan 
E)  event sponsorship 
A)  contest 
B)  P-O-P promotion 
C)  sweepstakes 
D)  loyalty incentive plan 
E)  event sponsorship

Question 20

In motivating their sales force,sales managers must be careful not to encourage _____.

Accepted Answer

A)  increased turnover 
B)  unethical behavior 
C)  excessive costs 
D)  lowered morale 
E)  lowered customer satisfaction 
A)  increased turnover 
B)  unethical behavior 
C)  excessive costs 
D)  lowered morale 
E)  lowered customer satisfaction

Exam 18: Sales Promotion and Personal Selling

Relationship selling is also called:

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

_____,or prospecting,is the identification of those firms and people most likely to buy the seller's offerings.

Relationship selling:

All of the following statements about recruiting and training the sales force is true EXCEPT:

With relationship selling the salesperson would spend most of his or her contact time with the prospect talking about the product because the salesperson does not want to waste the customer's time.

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.

Business-to-business marketers use many of the same sales promotion tools used in consumer promotions.There are several tools,however,that are unique to these marketers.Name and briefly describe five of these unique sales promotion tools.

Whenever Jeff buys a box lunch at Heavenly Ham,he gets a stamp on his "Lunch Bunch" card.When he has 10 stamps,he can exchange the card for a free box lunch.This is an example of a(n):

The most popular sales incentives are _____.

The first step in the selling process is:

Relationship selling is really just a new name for transactional selling.

Immediate purchase is usually the goal of sales promotion.

Discuss the customer and product conditions that suggest personal selling is more important than advertising and sales promotion.

_____ is a process of finding out about potential clients from friends,business contacts,coworkers,acquaintances,and fellow members in professional or civic organizations.

_____ structures for sales force are gaining popularity in today's competitive selling environment for companies that emphasize relationship selling.

Effective sales management begins with:

Lopez is the largest Hispanic-owned meat processor in the United States.To assist retailers in marketing its products,Lopez provides point-of-sale materials and offers special introductory discounts to retailers.Lopez uses:

By visiting the priceless.com site,Mastercard users can register for a chance to win an all-expense-paid trip for two to New York to see two Broadway plays.This prize package will be awarded through a(n)_____ since there is no skill involved.

In motivating their sales force,sales managers must be careful not to encourage _____.

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

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)

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