1. Identify and discuss the general steps in the personal selling process.
Chapter 17 – Personal Selling and Sales Promotion
2. List the three major types of salespeople and indicate how they differ.
Chapter 17 – Personal Selling and Sales Promotion
3. Differentiate between team selling and relationship selling.
4. What is the rationale for having sales force objectives, and how are they developed?
Chapter 17 – Personal Selling and Sales Promotion
5. Explain the major issues to consider when developing a sales training program.
6. Identify the major features of effective sales force compensation plans.
Chapter 17 – Personal Selling and Sales Promotion
7. List three major types of sales force compensation methods. What are the advantages and disadvantages of each?
Chapter 17 – Personal Selling and Sales Promotion
8. Identify and describe several ways to motivate sales personnel.
Chapter 17 – Personal Selling and Sales Promotion
9. Discuss the major factors to consider when designing sales territories.
10. Explain how a salesperson’s performance can be evaluated.
Chapter 17 – Personal Selling and Sales Promotion
11. How has the expenditure of promotional dollars on advertising, consumer sales promotion methods, and trade sales
promotion methods changed in recent years?
12. Identify and discuss some of the key objectives in using sales promotion.
Chapter 17 – Personal Selling and Sales Promotion
13. Describe consumer sales promotion and trade sales promotion, and then explain how they differ.
14. Discuss the purpose of coupons in sales promotion.
Chapter 17 – Personal Selling and Sales Promotion
15. Identify four consumer and four trade sales promotion techniques, and describe each one.
Chapter 17 – Personal Selling and Sales Promotion
16. Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange
situation is called:
a. advertising.
b. sales promotion.
c. personal selling.
d. target marketing.
e. public relations.
17. A major disadvantage of personal selling is that it:
a. is not remembered as well by consumers as advertising messages are.
b. cannot easily adjust the message to satisfy a customer’s information needs.
c. is the most expensive element in the promotional mix.
d. does not provide immediate feedback.
e. is not compatible with other promotional activities.
Chapter 17 – Personal Selling and Sales Promotion
18. Personalsellingischangingintoday’smarketplaceduetoseveralfactors.Whichofthefollowingisnot a factor
thatimpactstoday’spromotionthroughpersonalselling?
a. The difficulty in keeping customers because they are fickle.
b. New technology provides up-to-date information in the field.
c. The way in which customers gain information about a company or product.
d. Social CRM allows companies to discover and engage customers.
e. Electronic sales presentations through social media technology.
19. Personal selling goals include finding prospects, convincing prospects to buy, and:
a. monitoring new products being developed.
b. being aware of competitors’ sales activities.
c. seeking one-sale customers.
d. avoiding repeat transactions.
e. keeping customers satisfied.
Chapter 17 – Personal Selling and Sales Promotion
20. The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of:
a. chief executive officers.
b. salespeople.
c. sales managers.
d. quality control experts.
e. marketing directors.
21. Jennifer Clarkson, a sales representative for a publisher of college textbooks, had the southern half of the state as a
sales territory. Last year, John Wilmen, director of marketing for the publishing company, told Gloria Shepherd,
Jennifer’s sales manager, to increase Jennifer’s territory to the entire state. Now Jennifer’s customers are less
satisfied with the company. They are most likely to blame _____ for their reduced level of customer satisfaction.
a. the textbook authors
b. John Wilmen
c. the marketing manager
d. Gloria Shepherd
e. Jennifer Clarkson
Chapter 17 – Personal Selling and Sales Promotion
22. Sean’scompanyhaslaunchedanewproductline,andheisputinchargeofsales.Hehastofindpotential
customers in the company’s sales records. Sean is in which of the following stages of personal selling?
a. Prospecting
b. Screening
c. Researching
d. Preapproaching
e. Surveying
23. The final stage of the selling process is:
a. closing.
b. trial close.
c. presentation.
d. follow-up.
e. overcoming objections.
Chapter 17 – Personal Selling and Sales Promotion
24. Tara is beginning her week as a sales representative for Logitech Technology. She decides to start the day by
developing a list of potential customers, which is called:
a. preapproaching.
b. surveying.
c. scouting.
d. prospecting.
e. screening.
25. Scott Bartello, a salesperson for Lamkin Golf Products, develops a list of potential customers and evaluates them on
the basis of their ability, willingness, and authority to purchase copy machines. This process is called:
a. customer search.
b. preapproach.
c. customer evaluation.
d. customer pre-approval.
e. prospecting.
Chapter 17 – Personal Selling and Sales Promotion
26. Company sales records, commercial databases, newspaper announcements, telephone directories, and public
records are all sources used for:
a. surveying.
b. screening.
c. researching.
d. preapproaching.
e. prospecting.
27. Advertisements that encourage customers to send in reply cards for additional information aids salespeople in
_____.
a. convincing prospects to buy
b. finding prospects
c. keeping customers satisfied
d. making presentations
e. following up the sale
Chapter 17 – Personal Selling and Sales Promotion
28. After compiling a list of potential customers, a salesperson must:
a. evaluate whether each prospect is able, willing, and authorized to buy the product.
b. determine whether or not each prospect is really in his target market.
c. find and analyze information about each prospect’s specific needs and current brand choices.
d. develop a presentation for each of the potential customers on his list.
e. contact each of the prospects to get an initial feel for how likely they are to purchase his products.
29. Janet will be devoting more effort to _____ in the coming weeks, as she was instructed by her manager to expand
her list of potential customers.
a. approaching customers
b. preapproaching
c. closing the sale
d. following up
e. prospecting
Chapter 17 – Personal Selling and Sales Promotion
30. Tim has just finished compiling a list of potential customers and evaluating their ability, willingness, and authority to
buy. He knows his next step in the personal selling process is to:
a. approach.
b. preapproach.
c. make the presentation.
d. prospect.
e. overcome objections.
31. Before contacting prospects, a salesperson for an industrial cleaning equipment company analyzes information
about the prospects’ product needs, feelings about brands, and personal characteristics. This process is called:
a. following up.
b. preapproach.
c. approaching the customer.
d. sales training.
e. sales presentation.
Chapter 17 – Personal Selling and Sales Promotion
32. A salesperson finds and analyzes information about each prospect’s specific product needs, current use of and
feeling about brands, and personal characteristics during:
a. prospecting.
b. the approach.
c. presentation preparation.
d. overcoming objections.
e. the preapproach.
33. Rick is a sales representative for Lucent Technologies. He has reviewed a prospect’s account and credit history,
identified product needs, and gathered the appropriate literature he needs. Rick feels he is ready for the _____ step
of the personal selling process.
a. objections
b. presentation
c. approach
d. preapproach
e. sales-planning
Chapter 17 – Personal Selling and Sales Promotion
34. The step of the personal selling process in which a salesperson contacts a potential customer is called:
a. making the presentation.
b. following up.
c. the preapproach.
d. the approach.
e. prospecting.
35. Creating a favorable impression and developing rapport with prospective customers is a critical part of the _____
step of personal selling.
a. following up
b. making the presentation
c. approach
d. prospecting
e. preapproach
Chapter 17 – Personal Selling and Sales Promotion