59. One of the major advantages to using point-of-purchase promotion is:
a.
its low costs
b.
its ability to create long-term relationships with customers
c.
the fact it has a captive audience
d.
its ability to create long-term relationships with intermediaries
e.
the low monetary requirements
60. Which of the following statements about online sales promotions is true?
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.
61. Trade sales promotions support a _____ strategy.
a.
push
b.
hierarchical
c.
disintermediation
d.
discontinuous innovation
e.
pull
62. 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:
a.
functional marketing
b.
relationship selling
c.
consumer promotions
d.
startup marketing
e.
trade promotions
63. All of the following are examples of trade sales promotions EXCEPT:
a.
push money
b.
store demonstrations
c.
premiums and coupons
d.
free merchandise
e.
trade shows
64. _____ is a price reduction offered by manufacturers to intermediaries such as wholesalers or retailers,
in exchange for performance of specified functions or purchasing during special periods.
a.
A point-of-purchase discount
b.
Pull money
c.
A quantity discount
d.
A functional discount
e.
A trade allowance
65. General Mills is offering resellers a 10 percent discount on all cases of its granola bars purchased
during the month of June. General Mills is offering a:
a.
trade allowance
b.
life cycle extension promotion
c.
P-O-P discount
d.
push money deal
e.
product development deal
66. _____ is money offered by a manufacturer to employees of channel intermediaries to encourage them
to sell the manufacturer’s product.
a.
A trade allowance
b.
Push money
c.
A selling deal
d.
A premium payment
e.
A direct trade sales promotion
67. 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?
a.
a trade allowance
b.
push money
c.
a selling deal
d.
premium payment
e.
a direct commission
68. The use of trade shows, conventions, and conferences to contact customers:
a.
has been decreasing in recent years
b.
costs much less per potential customer than personal sales calls
c.
is most effective for mature products
d.
is usually directed toward the consumer goods market
e.
has a disadvantage in that it is usually impossible to display the product itself
69. You are responsible for sales promotion for Replenishmints, long-lasting breath mints that contain a
blend of vitamins and other nutrients specifically formulated for smokers and for people exposed to
tobacco in their environment. You need to introduce the mints to supermarket managers and owners,
attract and identify new store contacts, and test market the response to Replenishmints. Which type of
trade promotion will help you reach your objectives in the most cost effective way?
a.
trade shows
b.
trade allowances and direct incentives
c.
push money
d.
contests and sweepstakes
e.
direct sampling and store demonstrations
70. Trade sales promotions are popular among manufacturers because they can do all of the following at
trade shows EXCEPT:
a.
introduce new products
b.
create long-term relationships between manufacturers and customers
c.
enhance the corporate image
d.
test the market response to new products
e.
gather competitive information
71. _____ is direct communication between a sales representative and one or more prospective buyers for
the purpose of making a sale.
a.
Trade promotion
b.
Sales promotion
c.
Public relations
d.
Personal selling
e.
Direct marketing
72. All of the following statements describe an advantage of personal selling over other forms of
promotion EXCEPT:
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.
73. 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?
a.
direct sales management
b.
personal selling
c.
public relations
d.
sales promotion
e.
research and development
74. When compared to other forms of promotion, personal selling:
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
75. Personal selling is more important than advertising and sales promotion if:
a.
the products being sold are standardized
b.
there are many customers for the product being sold
c.
the product being sold has a low value
d.
the buyers of the product are extremely dispersed
e.
the products being sold are technically complex
76. For which of the following products would its producer be more likely to choose personal selling
rather than advertising or sales promotion to market it?
a.
garden hose
b.
high-definition television
c.
dry cleaning
d.
coffee mug
e.
breakfast cereal
77. As a manufacturer of ready-to-drink iced tea, Nestea sells a highly standardized product to consumers
all over the United States. You would expect Nestea to rely on _____ to promote its product.
a.
public relations
b.
personal selling
c.
advertising and sales promotion
d.
publicity and direct marketing
e.
product innovation
78. Northrop Grumman builds ocean-going vessels for the military and maritime shippers. You would
expect this company to rely on _____ to promote its vessels.
a.
publicity
b.
advertising and sales promotion
c.
sales promotion
d.
personal selling
e.
product innovations and direct marketing
79. 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:
a.
consultative promotion
b.
relationship selling
c.
adaptive selling
d.
transformational selling
e.
transactional buying
80. _____ is a sales practice that involves building, maintaining, and enhancing interactions with
customers in order to develop long-term satisfaction through mutually beneficial partnerships.
a.
Networking
b.
Adaptive selling
c.
Stimulus-response selling
d.
Relationship selling
e.
Needs-dependent selling
81. Relationship selling is also called:
a.
long-term selling
b.
win-win selling
c.
consultative selling
d.
experiential selling
e.
interactive selling
82. Relationship selling:
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
83. The knowledge that most businesses depend on repeat sales is the basis of:
a.
traditional personal selling
b.
direct marketing
c.
all trade promotions
d.
relationship selling
e.
product-oriented selling
84. Cisco’s WebEX web conferencing and collaboration solutions is designed to generate more qualified
leads with powerful, targeted, cost-effective web based seminars. Such Internet seminars are also
known as:
a.
vision training programs
b.
webinars
c.
interconnects
d.
bundled training programs
e.
e-classes
85. In personal selling, “webinars” are used to:
a.
support relationship selling tasks
b.
facilitate transactional selling
c.
increase coupon redemption
d.
help consumers shop at online sites
e.
test market sales presentations
86. All of the following statements characterize the traditional personal selling approach EXCEPT:
a.
Traditional selling focuses on closing sales.
b.
Traditional selling uses short-term follow-ups that focus on product delivery.
c.
Traditional personal selling takes a team approach to the account.
d.
Salespeople sell products not advice and assistance.
e.
Proposals and presentations used emphasize pricing and product features.
87. Consultative selling:
a.
uses limited sales planning
b.
uses a “lone wolf” approach to selling
c.
sells advice, assistance, and counsel rather than products
d.
uses short-term follow-ups, which focus on product delivery
e.
emphasizes closing the sale during the sales presentation
88. The set of steps a salesperson goes through to sell a particular product is called the:
a.
(P-O-S) cycle
b.
stimulus-response hierarchy
c.
sales presentation
d.
sales process
e.
sales continuum
89. The first step in the selling process is:
a.
qualifying leads
b.
approaching the customer and probing needs
c.
developing and proposing solutions
d.
making a sales presentation
e.
generating leads
90. The seven steps of the selling process closely follow the:
a.
AIDA concept
b.
hierarchy of needs
c.
traditional communications model
d.
process of forecasting and satisfying industry demand
e.
JIT process
91. _____, or prospecting, is the identification of those firms and people most likely to buy the seller’s
offerings.
a.
Lead generation
b.
Lead qualification
c.
Customer mining
d.
Referral calling
e.
Cold calling
92. AutoFry is the leading manufacturer of ventless deep fryers for supermarket deli and food service
operations. It has developed a new high-capacity fryer. The company has decided to purchase a
mailing list of thousands of food service managers and to send out brochures with a detachable card
that the managers can use to request more information. AutoFry is involved in:
a.
lead qualification
b.
lead generation
c.
sales presentation
d.
the close procedure
e.
moving through the sales continuum
93. Which of the following statements about the relative amount of time spent in the selling process by
different types of salespeople is true?
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.
94. In traditional selling, more time is spent _____ than in relationship selling.
a.
qualifying leads
b.
following up
c.
handling objections
d.
approaching the customer and probing needs
e.
designing and proposing solutions
95. Joe Hamas sells for Rush Beverages. He is trying to convince retailers to carry his company’s Ginseng
Rush, a new all-natural beverage that delivers an energy punch without caffeine. When he gets
retailers to agree to stock his product, he asks them for the names of other retail operations that might
be interested in carrying it. He is using _____ to get his sales leads.
a.
networking
b.
cold calling
c.
referrals
d.
direct marketing
e.
noncompeting sales
96. _____ is a process of finding out about potential clients from friends, business contacts, coworkers,
acquaintances, and fellow members in professional or civic organizations.
a.
People surfing
b.
Networking
c.
Co-opting
d.
Lead intermediation
e.
Looking for the golden parachute
97. Christy recently began selling Arbonne skin care products on a part-time basis. She began by telling all
her friends and relatives about the product. Then she called old friends from her college days and
reached out to the friends of her friends. This technique for generating leads is called:
a.
cannibalizing
b.
networking
c.
snowballing
d.
incremental approach
e.
multiplier effect
98. _____ involves of determining which sales prospects have a recognized need, buying power, and
receptivity and accessibility.
a.
Prospect examination
b.
Customerization
c.
Lead reciprocity
d.
Lead qualification
e.
Bird-dogging
99. Lead qualification involves determining whether a prospect has:
a.
a recognized need, buying power, and a willingness to see a salesperson
b.
any interest in a product
c.
a real or imagined need for a product
d.
any resources
e.
a line membership in the company’s buying center
100. Often the task of lead qualification is handled by a telemarketing group or a sales support person who
frees the sales representative from the time-consuming task by engaging in:
a.
prequalification
b.
database mining
c.
co-opting
d.
cold calling
e.
networking
101. The _____ is a process that describes the homework that must be done by a salesperson before he or
she contacts a prospect.
a.
pre-sales dialogue
b.
preapproach
c.
prospect customerization
d.
closing preamble
e.
sale profiling procedure
102. A salesperson engaged in needs assessment does all of the following EXCEPT:
a.
researching the industry
b.
finding out about the competition
c.
knowing everything there is to know about the customer and its needs
d.
learning about the product or service
e.
handling objections
103. During the preapproach, the salesperson would:
a.
ask for referrals
b.
learn as much as possible about the prospect’s organization and its buyers
c.
create point-of-purchase displays
d.
handle pricing objections
e.
do all of these things
104. A _____ is a determination of the customer’s specific needs and wants and the range of options the
customer has for satisfying them.
a.
stimulus-response continuum
b.
needs hierarchy
c.
needs assessment
d.
NASIC comparison
e.
sales probability
105. As part of the needs assessment, the consultative salesperson must learn everything there is to know
about:
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
106. A _____ is a written document or professional presentation that outlines how a company’s product will
meet or exceed the client’s needs.
a.
customer profile
b.
needs assessment
c.
sales proposal
d.
qualifying document
e.
forecast of needs
107. Jel Sert Company makes convenient, durable, and eye-catching packaging. Its salesperson is
demonstrating to a manufacturer of sports drinks how Jel Sert’s packaging would serve as a silent
salesperson for its products. This is the _____ stage of the sale.
a.
leading
b.
development and proposal of solutions
c.
follow-up
d.
sales approach
e.
closing
108. For a powerful sales presentation, salespeople must do all of the following EXCEPT:
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
109. Which of the following statements about handling objections is true?
a.
A professional salesperson should not anticipate objections.
b.
A salesperson should view objections as requests for more information.
c.
Objections should not be used to close the sale.
d.
A good salesperson dreads having to handle sales objections.
e.
Objectives can only be handled when they arise, not anticipated beforehand.
110. 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?”
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
111. When a salesperson asks for the sale, he or she is:
a.
closing the sale
b.
creating empathy
c.
reducing cognitive dissonance
d.
creating long-term reciprocal arrangements
e.
qualifying the sale
112. Danny is in charge of new business development for his advertising agency. He recently made a sales
presentation to the administration of Northwest Medical System to discuss the creative approaches his
agency would use to differentiate Northwest Medical from its competition. Danny ended the
presentation by asking, “When would you like our firm to begin working on your new brand
awareness campaign?” In which stage of the selling process would such a question most likely be
asked?
a.
closing the sale
b.
follow-up
c.
dealing with cognitive dissonance
d.
handling rejection
e.
qualifying the prospect
113. _____ is the process during which both the salesperson and the prospect offer special concessions in
an attempt to arrive at a sales agreement.
a.
Conciliation
b.
Negotiation
c.
Compromise
d.
Concession
e.
Dispensation
114. When a salesperson offers a discount if a prospect places a larger order, he or she is using the process
of:
a.
summary
b.
assumption
c.
negotiation
d.
adaption
e.
follow-up
115. Salespeople ensure that delivery schedules are met, that the good or service performs as promised, and
that buyers are trained in the use of the product. All of these functions are part of _____, the final step
in the selling process.
a.
the preapproach
b.
closing
c.
lead qualification