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The promotion element of a marketing program can be subdivided into the areas of:
A) sales, promotion, and advertising
B) market research, personnel, and product publicity
C) product research, product design, product production, and product publicity
D) public relations, place, personal selling, and personnel
E) sales promotion, public relations, personal selling, and advertising
Nordic Fox Heavy Equipment imports heavy machinery used in regions of Europe and
North America where heavy snowfall is an issue. This machinery is used by
municipalities to clear roads during snowstorms. John Alexander is the senior regional
sales manager for New England.
John goes into a meeting with the sanitation director of a large city that got slammed by
a snowstorm a month previously. During the cleanup, operators of the city's plows
destroyed a significant amount of city and personal property, which triggered public
inquiry into the competence of the sanitation staff and director.
Based on what John learns during the discussion, John realizes that the director has
some unique equipment needs that may involve developing a custom machine. John
will most likely need to:
A) ask more closed questions
B) recommend a competing product
C) develop a complex sales package
D) use persuasive communication skills
E) engage in product configuration
Which of the following would LEAST likely eliminate stress in a short amount of time?
A) visualizing a vacation spot
B) organizing a schedule
C) walking outside
D) napping after lunch
E) having a massage
Which of the following most likely occurs during the need discovery stage of the
consultative sales process?
A) matching benefits with product offerings
B) conducting product configurations
C) modifying a product solution
D) establishing buying motives
E) conducting a sales presentation
The sales director of a food supply house to restaurants has been analyzing sales for the
past two years and has discovered that sales representatives have been losing sales,
giving larger discounts than they should, and giving away too many "freebies" to
clients.
The negotiation training stresses that sales representatives should avoid making price
the focal point of the presentation. This requires the sales representatives to refocus on:
A) positioning the product on quality instead of price
B) using the postponement method when asked about price
C) timing the presentation to mention price last instead of first
D) using the pricing sheet to create tiers of discounts
E) targeting sales to buyers with less money
The major purpose of a call report is to:
A) record the time and date of all phone calls
B) record the contact information of the customers the salesperson is due to call that
day
C) provide a summary of time spent with each customer
D) provide a precise record of purchases by each customer
E) provide a summary of what happened during the call and an indication of what
future action is required
Aspen Stewart is one of five sales managers at a sports equipment company. She and
the other sales managers are under pressure from management to keep their teams of
sales representatives motivated and hitting their sales quotas. Because of that, Aspen
has studied psychology and motivation, and is always looking for better ways to
motivate her team.
To provide external motivation, Aspen is considering a sales contest. What is the best
advice to give Aspen as she designs the contest?
A) Keep contest time frames short to increase the number of winners.
B) Use contests frequently to ensure long-term motivation.
C) Expand territory sizes to ensure the contest motivates all salespeople.
D) Utilize the same reward for every sales contest to ensure equity.
E) Provide cash bonuses to all contest winners to ensure full participation.
Scheduling a special luncheon to celebrate the closing of a large sale is a technique
most likely characteristic of a supervisor who displays:
A) high structure and high consideration
B) high structure and low consideration
C) low structure and low consideration
D) self-expression tendencies
E) high task orientation
For a salesperson, why is style flexing more important in consultative sales than in
transactional sales?
A) In consultative sales the buyer needs to be able to believe the claims of the
salesperson about the product. In transactional sales, the buyer knows the claims about
the product are likely to be exaggerated or untrue as a matter of course.
B) In consultative sales, sales managers are more likely to be assessing the salesperson's
rapport with each customer, so proving that the salesperson is making the customer feel
comfortable is key to receiving a good performance review. In transactional sales,
performance reviews are based solely on hitting sales quotas.
C) In consultative sales, salespeople often have to service the customer once the sale is
complete, acting as account managers as well as salespeople, which means flexing
styles according to the roles they play. In transactional sales, there is often no follow-up
to the sale.
D) In consultative sales, the salesperson and customer are building a relationship with
each other toward the correct purchase, so they must feel comfortable with and trust
each other. In transactional sales, a long-term relationship is not important.
E) In consultative sales the customer expects to be catered to, so salespeople must use
the customer's preferred communication style, or else the customer will switch to
another service provider. In transactional sales, the customer often has no say over the
terms of the sales interaction.
An external stimulus called a stressor and the physical and emotional responses to that
stimulus are called:
A) emotionalism
B) tension
C) hypertension
D) stress
E) stimulus syndrome
