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A firm's marketing mix consists of product, price, place, and performance.
When leaving a voice message, avoid stating your name or phone number more than
once to save storage space on the user's voice mail system.
A salesperson should stress a product's benefits more than its features and advantages
because the product's benefits are what the customer will buy.
A high-involvement type of purchase typically requires routine decision making.
Virtually every product you see in any retail store was sold to it by a salesperson.
Typically, sales goals are set slightly lower than sales forecasts.
The primary goal of networking is to create as much exposure and free publicity for
your product as possible.
In planning for objections, a salesperson should focus exclusively on the reasons why a
prospect should buy.
Transaction selling is practiced by firms producing low-profit, low-priced products.
Scheduling refers to establishing the total revenue to be generated from each sales
territory.
A company practicing the marketing concept bends consumer demand to fit the
company's supply.
The two levels of motivation that sales managers are concerned with are the motivation
of the individual salesperson and the motivation of the entire sales force.
Industrial products salespeople are likely to make detailed comparisons to their
competition and to stress customer service and product guarantees.
Salespeople who split commissions with co-workers or take customers away from
co-workers to win sales contests are engaged in moonlighting.
In the role of team leader, the salesperson coordinates all of the information, resources,
and activities needed to support customers before, during, and after the sale.
The final step in the selling process is customer follow-up.
Direct sellers sell face-to-face to consumers who use the products for their personal
use.
The primary evaluator of a salesperson's performance should most likely be:
A. a trained evaluator from outside the firm.
B. a member of the human resource department.
C. the salesperson's immediate supervisor.
D. the salesperson's peers.
E. a union representative.
Donna Carter goes from house-to-house in her neighborhood taking orders for
Pampered Chef kitchen products. Donna's face-to-face sales with consumers are an
example of:
A. direct selling.
B. wholesale selling.
C. account representation.
D. detail selling.
E. sales engineering.
Which of the following is a stage in the selling process during which a salesperson
meets, greets, and establishes rapport with the prospect?
A. Qualifying
B. Data mining
C. Preapproach
D. Leading
E. Approach
During a sales presentation, it can be most effective when asking for an order to:
A. discuss financing challenges.
B. mention the prospect's positive comments.
C. outline the expected delivery schedule.
D. prevent the prospect form asking questions.
E. re-address the prospect's negative comments.
Which of the following is an example of the introductory approach?
A. "Mr. Lawrence, you certainly sell a lot of perennials to landscaping companies."
B. "Good afternoon. Does your company need a secure local area network?"
C. "Hello, Mr. Ariana at Country Stay Inn told me you might be interested in my
company's new line of mildew-proof shower curtains."
D. "Here, Ms. Li, try one of my company's throat lozenges."
E. "Hello, Ms. Rosenberg, my name is Sashmi Patel, representing the Pearce Chemical
Company."
Sutton Powell studies the sales potential of present and potential customers in her
territory in order to estimate each account's potential and to make the best use of her
time. This process is called:
A. customer sales planning.
B. route reporting.
C. territory-time allocation.
D. account analysis.
E. trend assessment.
_____ converts the job description into the people qualifications the organization feels
are necessary for successful performance of the job.
A. Strategic HR plan
B. Job design
C. Job rotation
D. Job specification
E. Job regulation
Attending to a customer involves:
A. repeating what he/she says.
B. invalidating what he/she says.
C. changing the client's mind on an issue.
D. engaging in high pressure selling.
E. paying attention to him/her.
The main goal of a sales presentation is to:
A. provide information to the prospect.
B. make a permanent impression on the prospect.
C. help in closing the sale.
D. reduce customer objections.
E. ensure that the approach is positive.
A supermarket chain was negotiating with a manufacturer of different types of meat
grinders. Before the sale, the chain's management was impressed with the service they
received from the salesperson. After the sale, however, when the blade on the frozen
block grinder broke, it took them two weeks to locate the sales representative. Which of
the following is illustrated in this example?
A. Short-term ally
B. Relationship gap
C. Value-added benefit
D. Customer partnership
E. Consultative selling
The _____ combines the incentive of a commission plan with the security of a fixed
income.
A. regressive account
B. drawing account
C. performance bonus
D. group incentive
E. progressive incentive
The J&L Grocery Distribution Company characterizes its customers according to their
yearly sales potential and whether the account is a retailer, wholesaler, or government
agency. This approach to segmentation is called:
A. undifferentiated selling.
B. double-positioning.
C. multivariable account segmentation.
D. parallel account segregation.
E. total territory management.
A(n) _____ organization values and encourages cultural diversity.
A. centralized
B. multicultural
C. decentralized
D. counter-cultured
E. international
According to the text, the key to profitable company performance is:
A. knowing and satisfying target customers with competitively superior products and
service.
B. relying on publicity to create product awareness and minimizing customer service.
C. exhibiting a commitment by corporate leaders to curb the instincts of capitalism.
D. realizing the good luck of having popular products in a non-recessional economy.
E. relying on traditional methods of gathering information rather than technology.
Dwight has recently been promoted to a position as a territory manager. Which of the
following should Dwight expect to do in his new job?
A. Recruiting new employees
B. Developing ad campaigns
C. Designing product logos
D. Solving customer issues
E. Calculating overhead costs
Coca-Cola
For decades, people in Rome, Georgia, drank more Coca-Cola per capita than anywhere
else in the world. That success has been attributed to the Barron family who were the
local bottlers for Coke products. The Barrons believe that their success was due to
customer loyalty. Through most of the twentieth century, the bottler cultivated small
retailers and worked hard, selling Coke from stores to schools to doorsteps. The
personal service is remembered by people who grew up in Rome. When someone
passed away, the Coke salesperson would leave a couple of cases on the deceased's
family's front porch.
Because the Rome Coke bottler stressed the wants of the buyers, it is obvious that it
was a supporter of:
A. team selling.
B. social responsibility. .
C. the marketing concept.
D. the production concept.
E. non-consumer marketing.
Lee sells industrial-sized refrigeration units. Her prospective buyer's face looks tense,
and his forehead is wrinkled. The buyer is avoiding looking at Lee's eyes and he has his
arms crossed over his chest. Lee should:
A. ask closed-ended questions.
B. apologize for her intrusion and leave.
C. let the buyer know that she is aware that something is bothering him.
D. assume the buyer has reached the interest stage.
E. continue her presentation with added pressure.
Innovative Installers
Innovative Installers provides a variety of services related to office space and
relocations including installation services. Innovative Installers is owned and operated
by Mierzett Evans and his sister Glenda Heldris. The company uses a variety of
marketing methods including a Web site, cold calls, and direct mail. Evans and Heldris
believe the company could better communicate with potential customers who may not
know of the company's existence.
When the company uses cold calling to find potential customers, it is basing its
methodology on the:
A. Sherman's Law of Referrals.
B. laws of comparative advantage.
C. the iceberg principle.
D. the 80/20 rule.
E. the law of averages.
When we are engaged in _____ listening, it is easy to become distracted by
emotion-laden words. Instead of listening to the prospect, we may become obsessed
with the offensive words and wonder what to do about them.
A. marginal
B. passive
C. active
D. evaluative
E. routine
Fred has decided to switch from cable to satellite television. Fred calls DirecTV and
speaks with an individual named Susan who places the order and collects Fred's
payment information. Susan is most likely a(n):
A. detail salesperson
B. order-taker
C. service salesperson
D. wholesale salesperson
E. order-getter
A salesperson can easily adapt FAB statements and the SELL Sequence to make a(n)
_____ close.
A. alternative-choice
B. assumptive
C. summary-of-benefits
D. minor-points
E. direct
Assume the salesperson for a janitorial service completes the sales presentation and
asks for the order. The prospect says, "No, I'm not ready to buy now. Try me again later
next month." Which of the following techniques for handling objections should the
salesperson use?
A. Boomerang
B. Five-question sequence
C. Direct denial
D. FAB sequence
E. Indirect denial
Which presentation method is based on the assumption that similar prospects in similar
situations can be approached with similar presentations?
A. Persuasive selling
B. Problem-solution
C. Need-satisfaction
D. Relationship
E. AIDA
Performance bonuses are typically categorized by either:
A. tenure or job performance compensation levels.
B. long-term or short-term recommendations.
C. pre- or post-performance job evaluations.
D. individual or group rewards.
E. fixed or flexible rates.
Laura sells drawer pulls, hinges, and other decorative metal pieces used in the
manufacture of furniture. Since the products that she sells to the furniture makers are
nontechnical in nature, Laura could be best described as a(n):
A. account representative.
B. detail salesperson.
C. sales engineer.
D. order-taker.
E. industrial products salesperson.
What are the two forms of behaviors that leaders can use to influence salespeople?
What is the traditional definition for personal selling? How does the traditional
definition differ from the new one in the text?
What are the three basic elements of the straight commission plan?
What are some good practices to follow when setting an appointment over the
telephone?
What commonly causes the frequency of sales calls made by a salesperson to
increase?
Describe the three stages in the stimulus-response model of buyer behavior.
