60) Which of the following refers to a closing technique used by salespeople?
A) asking customers for referrals
B) developing solutions to customers’ problems
C) seeking out hidden objections
D) reviewing points of agreement
E) taking objections as opportunities to provide more information
61) Which of the following is the last step in the selling process?
A) qualifying
B) handling objections
C) demonstration
D) follow-up
E) approach
62) Which of the following steps in the selling process is most focused on ensuring customer
satisfaction and repeat business?
A) preapproach
B) demonstration
C) handling objections
D) qualifying prospects
E) follow-up
63) Which of the following is true with regard to value selling?
A) Value selling refers to earning business from customers by cutting down prices of value
products.
B) Value selling refers to delivering superior customer value and capturing a fair return on that
value.
C) Value selling refers to the mass production of inferior-quality goods for sale.
D) Value selling dilutes customer loyalty in the long run.
E) Value selling tarnishes the brand image of a product in the long run.
64) A sales person of a manufacturing company has qualified a number of leads. Which of the
following is most likely the next step in the selling process?
A) calling on all the prospects one by one
B) closing the deal with the most promising prospect
C) learning as much as possible about the qualified prospects.
D) handling all objections raised by the prospects
E) narrating the “value story” to the buyer
65) Melissa Price is a member of the sales force at Urban Fashions, a Houston-based
manufacturer of women’s apparel. Melissa is preparing for a first meeting with a wholesaler who
is a potential customer. She is learning as much as she can about her prospect and his
organization. Melissa is in the ________ step of the personal selling process.
A) prospecting
B) qualifying
C) preapproach
D) follow-up
E) demonstration
66) Which of the following is true with regard to prospecting?
A) Salespersons meet and greet the buyer.
B) Salespersons learn as much as possible about the organization.
C) Salespersons identify qualified potential customers.
D) Salespersons tell the “value story” to the buyer, showing how the company’s offer solves the
customer’s problems.
E) Salespersons ask for the order, review points of agreement, and offer to write up the order.
67) ________ refers to a practice in which salespeople drop in unannounced on various offices.
A) Hybrid selling
B) Niche marketing
C) Cold calling
D) Value selling
E) Direct marketing
68) Jason has been recently hired as a salesperson by Matrix Inc., a company selling consumer
durables. He is currently working on his first sales assignment. After identifying a good prospect,
Jason is now learning everything about his prospect via online sources and common
acquaintances. Which of the following stages of the selling process is Jason in?
A) follow-up
B) handling objections
C) preapproach
D) presentation
E) prospecting
69) Richard, a saleperson, works for Wellington Steelworks. After researching a qualified lead,
Richard is preparing opening lines for meeting the customer for the first time. Which step of the
selling process is he about to enter?
A) follow-up
B) handling objections
C) approach
D) presentation
E) preapproach
70) Capitalizing on the customer’s complaints about the previous detergents she has used, Sheila,
a salesperson, explains to the customer why her company’s detergent Swish is better and how it
can be a one-stop solution for everyday washing. In which of the following steps of the selling
process is Sheila in?
A) follow-up
B) handling objections
C) preapproach
D) presentation
E) prospecting
71) After successfully overcoming a potential customer’s objection to buying the vacuum cleaner
he was selling, Terrence, a salesperson, asked the customer for an order. Terrence is in the
________ stage of the selling process.
A) follow-up
B) approach
C) preapproach
D) closing
E) prospecting
72) Right after closing, Joshua, a senior sales manager at Halcyon Technologies called up the
customer to ensure that she was satisfied with Halcyon’s products. By calling the customer,
Joshua also wanted to ensure repeat business. In this instance, Joshua is in the ________ stage of
the selling process.
A) follow-up
B) handling objections
C) preapproach
D) closing
E) prospecting
73) ________ consists of short-term incentives to encourage the purchase of a product or service.
A) Value selling
B) Conditional sale
C) Advertising
D) Sales promotion
E) Benchmarking
74) Which of the following factors has most likely contributed to the rapid growth of sales
promotion, particularly in consumer markets?
A) declining interest in quality
B) declining advertising efficiency
C) rising hostility toward large firms
D) increasing popularity of e-procurement
E) increasing number of international firms
75) ________ weakens a given promotion’s ability to trigger an immediate purchase.
A) A customer-oriented promotion mix
B) Promotion clutter
C) Puffery
D) Local marketing
E) Niche marketing
76) Which of the following is the most effective—but most expensive—way to introduce a new
product or create new excitement for an existing one?
A) coupons
B) sampling
C) cash refunds
D) cents-off deals
E) satisficing
77) ________ are offers of a trial amount of a product.
A) Samples
B) Coupons
C) Premiums
D) Rebates
E) Price packs
78) ________ are like coupons except that the price reduction occurs after the purchase rather
than at the retail outlet.
A) Rebates
B) Promotional products
C) Premiums
D) Samples
E) Price packs
79) Which consumer promotion tool requires the consumer to send a proof of purchase to the
manufacturer?
A) price packs
B) coupons
C) samples
D) rebates
E) displays
80) In ________, the producer marks the reduced prices directly on the label or package. These
offer consumers savings off the regular price of a product and are very effective in stimulating
short-term sales.
A) promotional products
B) coupons
C) cents-off deals
D) samples
E) rebates
81) ________ are goods offered either free or at low cost as an incentive to buy a product,
ranging from toys included with kids’ products to phone cards and DVDs.
A) Coupons
B) Premiums
C) Price packs
D) Rebates
E) Cents-off deals
82) ________ are useful articles imprinted with an advertiser’s name, logo, or message that are
given as gifts to consumers.
A) Rebates
B) Cents-off deals
C) Premiums
D) Promotional products
E) Sweepstakes
83) ________ include displays and demonstrations that take place at the point of sale.
A) Rebates
B) Price packs
C) Premiums
D) POP promotions
E) Samples
84) A ________ calls for consumers to submit an entry to be judged by a panel that will select
the best entries.
A) contest
B) sweepstake
C) sample
D) premium
E) rebate
85) Creating a brand-marketing event or serving as a sole or participating sponsor of events
created by others is known as ________.
A) point-of-purchase promotions
B) sweepstakes
C) team selling
D) event marketing
E) personal selling
86) ________ refer(s) to sales promotion tools used to persuade resellers to carry a brand, give it
shelf space, promote it in advertising, and push it to consumers.
A) Point-of-purchase promotions
B) Cross-selling
C) Trade promotions
D) Event marketing
E) Business intelligence
87) A manufacturer that offers cash or gifts to dealers for encouraging the purchase of its
products is using ________.
A) coupons
B) push money
C) promotional products
D) premiums
E) bonuses
88) Which of the following is used to generate business leads, stimulate purchases, reward
customers, and motivate salespeople?
A) business plan
B) SWOT analysis
C) POP promotion
D) benchmarking
E) business promotion
89) Trade shows most likely help companies to ________.
A) maximize productivity
B) find new sales leads
C) trim overhead costs
D) reduce the inside sales force
E) shorten the selling process
90) Which of the following questions would help a marketer evaluate the return on a sales
promotion investment?
A) Was the sales force successful in filtering out the good prospects from the poor ones?
B) Did customers enjoy the events associated with the promotion?
C) Did customers receive high-quality promotional products?
D) Did the promotion attract new customers or more purchasing from current customers?
E) Were channel intermediaries effectively positioned to ensure a seamless supply of products?
91) Which of the following is an example of trade promotion?
A) manufacturers offering regular value-for-money deals to attract thrifty and value-conscious
customers
B) salespeople engaging in door-to-door selling activities
C) manufacturers offering free merchandise to resellers who feature a certain flavor or size
D) advertisers claiming that a certain product is the best in the market
E) marketers selling specialty products to a small segment of customers with unique preferences
92) Bose offers $50 cash back to customers who purchase a new speaker and send in a proof of
purchase. This is an example of a ________.
A) rebate
B) POP promotion
C) price pack
D) premium
E) sample
93) Monty Boyd, an account manager, travels frequently on West Coast Airlines. Monty earns
points for every mile he flies, and he will soon have enough points to receive a free airline ticket.
West Coast Airlines is attempting to build a strong customer relationship with Monty through a
________.
A) trade promotion
B) promotional product
C) rebate offer
D) point-of-purchase promotion
E) frequency marketing program
94) Renee’s, a company selling winter clothing in Chicago, ran a preseason promotion on some
of its fur jackets, offering cash refunds if the snowfall in the customer’s market area turned out to
be below average. This exemplifies ________.
A) puffery
B) satisficing
C) prospecting
D) a price pack
E) a rebate
95) A five-feet-high cardboard display of Terry the polar bear, mascot of Terry’s protein shake,
next to the shelf containing Terry’s products in a supermarket is an example of a(n) ________.
A) sample
B) point-of-purchase promotion
C) business promotion
D) advertising specialty
E) rebate
96) Kirk Wilkins renewed his cell phone contract with Zip Wireless Services and purchased a
new cell phone through the Zip Web site. If Kirk mails Zip Wireless Services his transaction
receipt, he would be eligible to receive $50 as cash refund. Which of the following types of sales
promotion is evident here?
A) point-of-purchase promotion
B) advertising specialty
C) premium
D) price pack
E) rebate
97) Happy Pet is a large pet food company that has convinced the retailers and the wholesalers of
the New England area to resell its products. Happy Pet promises to reimburse the advertising
costs to its retailers and wholesalers for advertising its products. This is an example of a
________.
A) trade promotion
B) point-of-purchase promotion
C) sweepstake
D) price pack
E) advertising specialty
98) Orion is planning to give away free mouse pads imprinted with the company logo and name
to anyone who enters their store on the day they launch their new laser mouse. What kind of
sales promotion is Orion planning?
A) advertising specialty
B) rebate
C) price packs
D) sweepstakes
E) premiums