d.
Sales promotion
e.
Research and development
59. 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
60. 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
61. 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
62. As a manufacturer of jams and jellies, Smucker’s sells a highly standardized product to consumers all
over the United States. You would expect Smucker’s 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
63. Boeing is one of the largest aircraft manufacturers in the world. The company sells aircrafts to airlines
around the world, such as Delta, China Air, and AirFrance. You would expect Boeing 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
64. 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
65. _____ 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
66. Relationship selling is also called:
a.
long-term selling
b.
win-win selling
c.
consultative selling
d.
experiential selling
e.
interactive selling
67. 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
68. 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
69. 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
70. 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
71. 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.
72. 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
73. 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
74. 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
75. 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
76. _____, 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
77. 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
78. 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.
79. 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
80. 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
81. _____ 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
82. 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
83. _____ 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
84. 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
85. 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
86. 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
87. 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
88. 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
89. 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
90. 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
91. 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. The salesperson is conducting a _____.
a.
negotiation
b.
sales presentation
c.
follow-up
d.
sales approach
e.
closing
92. 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
93. 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.
94. 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
95. 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
96. Danita is in charge of new business development for her advertising agency. She recently made a sales
presentation to the administration of Northwest Medical System to discuss the creative approaches her
agency would use to differentiate Northwest Medical from its competition. Danita 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
97. _____ 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
98. 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
99. 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
d.
follow-up
e.
the sales presentation
100. All of the following are responsibilities and decisions for a sales manager EXCEPT:
a.
developing the product design
b.
evaluating the sales force
c.
compensating and motivating the sales force
d.
recruiting and training the sales force
e.
determining the sales force structure
101. Effective sales management begins with:
a.
determining sales goals
b.
determining the most efficient structure for the sales force
c.
determination the sales force size
d.
determining a compensation plan
e.
recruiting the sales force
102. A(n) _____ is a statement of sales goals, usually based on sales volume alone.
a.
breakeven statement
b.
trend analysis
c.
order forecast
d.
account report
e.
quota
103. Guilden Corporation has instructed its new salesperson that she is responsible for selling 5 display
cases with infrared heating capability per week, plus calling on 5 current and 10 potential customers.
These objectives comprise her:
a.
promotion goal
b.
fulfillment
c.
quota
d.
contribution
e.
potentiality
104. Sales departments have traditionally been organized by all of the following EXCEPT:
a.
geographic region
b.
product line
c.
competition
d.
marketing function
e.
industry
105. _____ structures for sales force are gaining popularity in today’s competitive selling environment for
companies that emphasize relationship selling.
a.
Geographic-based
b.
Industry- or market-based
c.
Product-based
d.
Customer-based
e.
Buying center-oriented
106. A new salesperson generally receives training in all of the following EXCEPT:
a.
company policies and practices
b.
accounting procedures
c.
product knowledge
d.
industry characteristics
e.
nonselling duties, such as filling out information reports
107. All of the following statements about recruiting and training the sales force is true EXCEPT:
a.
Training should not be limited to just the new sales force members.
b.
One of the most important traits to look for in a sales job candidate is ego strength.
c.
Sales training should begin after a brief orientation.
d.
Aggressiveness is an important trait to look for when recruiting salespeople.
e.
Salespeople are typically trained to be negotiators.
108. Which of the following is NOT a characteristic of a good salesperson?
a.
Empathetic
b.
Competitive
c.
Risk-averse
d.
Sociable
e.
Creative
109. Generally, companies with lower levels of compensation:
a.
suffer higher turnover rates
b.
experience overall decreased cost
c.
experience increased effectiveness
d.
experience lower termination rates
e.
experience improved customer satisfaction
110. The most popular sales incentives are _____.
a.
cash awards
b.
vacations
c.
plaques and trophies
d.
stock options
e.
public recognition in front of family and peers
111. Sometimes the compensation plan alone is not enough to motivate a sales team to produce the volume
of sales or the profit margin required by management. Which of the following can be used to further
motivate a sales team?
a.
vacations
b.
recognition at annual sales meeting
c.
pay raises
d.
cash bonuses
e.
all of these
112. In motivating their sales force, sales managers must be careful not to encourage:
a.
increased turnover
b.
unethical behavior
c.
excessive costs
d.
lowered morale
e.
lowered customer satisfaction
113. All of the following are typical sales force performance measures EXCEPT:
a.
size of the sales force
b.
sales volume
c.
contribution to profit
d.
calls per order
e.
percentage of calls achieving specific goals
114. How can technology be helpful as a sales tool?
a.
It can ease administrative burdens
b.
It can arm salespeople with valuable information
c.
It can enable collaboration
d.
It can track sales performance individually and company-wide
e.
All of these choices
Digital Cookware has developed a new kind of skillet that should make cooking easier for many
non-chefs. The skillet has a display on its handle that beeps to alert the cook when the pan’s target
temperature is reached. The skillet with the aid of an accompanying cookbook will take much of the
guesswork out of cooking. Digital Cookware is a small company, and it has invested considerable
money in developing this new technology, which it eventually hopes to use in an entire line of pots and
pans. It has run some small ads for the new skillet in cooking magazines and been featured on some
morning talk shows. It needs a quick infusion of cash to maintain its current operational level and to
develop the rest of the cookware line. Digital Cookware is considering some kind of sales promotion.