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114) 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.
115) Richard, a salesperson, 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
116) 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?
A) follow-up
B) handling objections
C) preapproach
D) presentation
E) prospecting
117) 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
118) 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
119) The first step in the selling process is preapproach—learning about an organization and its
buyers.
120) During the prospecting step of the selling process, the salesperson meets the customer for
the first time.
121) During the presentation step of the selling process, the salesperson tells the "value story"
to the buyer, showing how the company's offer solves the customer's problems.
122) In the follow-up stage of the selling process, the salesperson asks the customer for an
order.
123) Buyers prefer to work with salespeople who are good listeners.
124) How do salespeople qualify prospects?
125) Why should a salesperson set call objectives?
126) Briefly describe the presentation stage of the selling process.
127) What are the different steps in the selling process? Briefly describe each step.
128) What is the follow-up step of the selling process? Why is it important?
129) How are the personal selling process and customer relationship management interrelated?
What are the primary requirements of value selling?
130) ________ 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
131) 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
132) Sales promotions are targeted toward members of the sales force, business customers,
retailers, wholesalers, and ________.
A) final buyers
B) employees
C) manufacturers
D) suppliers
E) upstream companies
133) ________ 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
134) 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
135) ________ are offers of a trial amount of a product.
A) Samples
B) Coupons
C) Premiums
D) Rebates
E) Price packs
136) ________ 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
137) Which consumer promotion tool requires the consumer to provide a proof of purchase to
the manufacturer?
A) price packs
B) coupons
C) samples
D) rebates
E) displays
138) 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
139) ________ 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
140) ________ 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
141) ________ include displays and demonstrations that take place at the point of sale.
A) Rebates
B) Price packs
C) Premiums
D) POP promotions
E) Samples
142) 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
143) 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
144) ________ refer 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) Frequency marketing programs
C) Trade promotions
D) Events
E) Coupons and inserts
145) 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
146) 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
147) 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
148) 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?
149) 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
150) 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
151) 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
152) 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
153) A five-foot 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
154) 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
155) 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(n)
________.
A) trade promotion
B) point-of-purchase promotion
C) sweepstake
D) price pack
E) advertising specialty
156) 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) promotional products
B) rebate
C) price packs
D) sweepstakes
E) premiums
157) Waldo Stores will reward an all-expense-paid trip to Hawaii to anyone who correctly
guesses the date on which Waldo Stores was first established in the Boston area. Which type of
sales promotion is evident here?
A) contest
B) sample
C) premium
D) trade promotion
E) point-of-purchase promotion
158) Blue Fizz Inc. sponsors every race that takes place at the Sears Racing Track in Orange
County, California. The high-octane racing at Sears is perfect for Blue Fizz to sell its energy
drinks and to establish the desired brand image of the company. Which type of promotion is
evident here?
A) event marketing
B) mass marketing
C) point-of-purchase promotion
D) solution selling
E) advertising specialties
Refer to the scenario below to answer the following question(s).
Reliable Tools Company is a manufacturer of hubs and axles for the trailer and heavy truck
industry. Although Reliable Tools only has 15 customers, the company is the sole supplier of
hub and axle components to those customers. Monthly sales at Reliable Tools are
approximately $1 million. "You might say we have all our eggs in one basket," says owner
Arthur Deetz.
It is critical that a competent sales force be maintained in order to nurture those few but large
accounts. Ninety-five percent of Reliable Tools' customers are located in Michigan, Ohio, and
Indiana, which means that travel time to all customers is relatively short. However, given the
nature of the industry, time spent with each customer is crucial.
159) Which of the following promotions would be most appropriate for Reliable Tools to use in
its attempt to promote its products and generate new business leads?
A) rebates and price packs
B) premiums
C) specialty advertising
D) samples
E) conventions and trade shows
160) Sales promotion consists of long-term incentives to encourage the purchase of a product
or service.
161) Advertising specialties include displays and demonstrations that take place at the point of
sale.
162) Creating a brand-marketing event or serving as a sole or participating sponsor of events
created by others is known as event marketing.
163) Trade promotions are targeted at final buyers.
164) Business promotions are used to generate business leads, stimulate purchases, reward
customers, and motivate salespeople.
165) How can sales promotion be accomplished through samples?
166) Briefly explain the major sales promotion tools.
