Type
Solution Manual
Book Title
Marketing 5th Edition
ISBN 13
978-0077729028

978-0077729028 Chapter 20 Answers To End Of Chapter

April 8, 2019
Chapter 20 - Personal Selling and Sales Management Marketing 5th
Answers To End Of Chapter Learning Aids
Marketing Applications
1 How has your perception of what it would be like to have a career in sales changed
since you read this chapter?
Students may have had very different ideas about the selling profession prior to reading
the chapter, and their answers will vary. This question encourages them to demonstrate
2 “Salespeople just make products cost more.” Do you agree or disagree with this
statement? Discuss why you’ve taken that position.
This question challenges students to consider the degree to which they think salespeople
provide enough value to justify their costs. Depending on the types of products or
services students considers, they might agree or disagree. For standardized,
3 Choose an industry or a specific company that you would like to work for as a
salesperson. How would you generate and qualify leads?
Even if they are not interested specifically in a sales career, students should provide a
4 Why is it important for salespeople to be good listeners? To be good at asking
questions?
Students might offer any number of answers, but most responses likely will center on
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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Chapter 20 - Personal Selling and Sales Management Marketing 5th
5 Suppose you are a salesperson at a high-end jewelry store. What can you do to ensure
that your customers are satisfied? Now imagine you are the store manager of the same
store; what can you do in your position to guarantee customers remain happy with the
service they receive?
Students’ answers will vary. To ensure that customers are satisfied, the salesperson
6 Imagine that a time machine has transported you back to 1961. How was a day in the
life of a salesperson selling appliances such as washing machines different in 1961
than it is in 2013?
In 1961, there was little variation in appliances. There were maybe a few colors and a
few additional product features for the product category. Today, there are thousands of
7 What are some of the potentially ethically troubling and illegal situations facing
professional salespeople, and how should they deal with them?
Ethical and legal issues arise in three areas of personal selling: (1) the relationship
between the sales manager and the sales force, (2) inconsistencies between corporate
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 2
Chapter 20 - Personal Selling and Sales Management Marketing 5th
8 Why would Gillette use a company sales force, while a small independent
manufacturer of organic shaving cream uses manufacturers representatives?
This question deals with two similar product categories, so students should focus on the
sizes and product mixes of the companies to explain how these different sales force
9 Similar to the way a sales manager evaluates a salesperson; your instructors evaluate
your performance to assign you a grade. Choose one of your classes and analyze the
advantages and disadvantages of the objective and subjective bases used to evaluate
your performance.
10 A customer has the following reservations. How do you respond?
a. “I really like all the things this copier does, but I don’t think it’s going to be very
reliable. With all those features, something’s got to go wrong.”
b. “Your price for this printer is higher than the price I saw advertised on the
Internet.”
An integral part of the sales presentation is handling buyers’ reservations and objections.
11 Imagine that you have just been hired by the school newspaper to sell ad space. You
are asked what you think would be a “fair” compensation package for you. Using the
information from the chapter, make a list of all the elements that should be included
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 3
Chapter 20 - Personal Selling and Sales Management Marketing 5th
in your compensation package. How would this compensation package change over
time and with continued performance?
This question describes a situation students are likely to encounter at some point in their
12 You have taken a summer job in the windows and doors department of a large home
improvement store. During sales training, you learn about the products, how to best
address customers’ needs and how to sell the customer the best product to fit their
needs regardless of price point. One day your manager informs you that you are to
recommend Smith Windows to every window customer. Smith Windows are more
expensive and don’t really provide superior benefit except in limited circumstances.
The manager is insistent that you recommend Smith. Not knowing what else to do,
you recommend Smith Windows to customers who would have been better served by
lower-cost windows. The manager rewards you with a sales award. Later the manager
tells you that he received an all-expenses-paid cruise for his family from Smith
Windows. What, if anything, should you do with this information?
Students will respond in various ways. This scenario may make the typical salesperson
very uncomfortable. Salespeople sometimes get mixed signals fromtheir managers or
Net Savvy
1 1. Go to Salesforce.com’s You Tube channel at
http://www.youtube.com/user/salesforce. Watch a few of the short videos and discuss
how the tools described would help you as a salesperson.
Students answer will vary depending on which video watched.
http://www.Salesforce.com’s latest offering is the Sales Cloud.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 4
Chapter 20 - Personal Selling and Sales Management Marketing 5th
13 To learn more about careers in sales, go to www.bls.gov/oco/, the website for the
Bureau of Labor Statistics. This site contains a wealth of information about careers in
all fields. Click on “Sales,” then “Sales Occupations.” Choose any of the sales fields
listed, and explore that career field. What experience is necessary to be hired for that
job? What is the median salary? What do earners in the highest 10 percent of
performance earn? Is job growth anticipated in that field?
This exercise gives students the chance to explore different sales careers in depth,
including what experience is needed, the median salary, what the top performers earn,
Chapter Case Study: Alta Data Solutions: Making The Sale
1 Who should be at the presentation?
Students should demonstrate that they understand who the relevant players are for a
sales presentation such as this one.
14 How should she start the meeting?
Using a real-world scenario, students should think about appropriate ways to initiate a
sales presentation. Their answers should mention the need for introductions.
15 What are the key points she should make in her presentation?
Students must plot out an effective presentation that covers all the bases of what a
salesperson wants clients to know.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 5
Chapter 20 - Personal Selling and Sales Management Marketing 5th
16 What reservations should she expect? How should she handle them?
In answering this final question, students must think through the possible concerns the
client might pose and suggest ways of addressing and mitigating them.
Additional Teaching Tips
This chapter focuses on the personal selling process, ethical and legal issues of selling,
and managing the sales force. Students are familiar with the selling process and most of
the concepts relating to customer sales; however, they are likely unfamiliar with the B2B
buying process so vocabulary such as product specification, RFP, and performance
assessments should be thoroughly reviewed.
Students can often regurgitate the two selling processes in Exhibit 20.2. However, they
may not have a true understanding of what happens in each stage and how it leads to
sales. Divide the class into 4 or 5 groups. Assign two groups the personal selling
process with the mission to develop a script of selling a common product (pick one, a car
perhaps). Each of these two groups should have a different product to script through the
Personal Selling Process and present the skit to the class. The class will have the task of
identifying the various stages of the personal selling process (taking notes) and the skit is
discussed after the “debut.” Students have fun with the skit and learn more about the
importance of the personal selling process. While two groups are scripting and
rehearsing the personal selling assignment, two or three other groups are assigned a
product that they will script and present using the B2B buying process. The role of the
audience is again to take notes on identifying each phase of the B2B buying process with
class discussion after the presentations.
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in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 6
Chapter 20 - Personal Selling and Sales Management Marketing 5th
Another key area is ethical and legal issues of personal selling. Online Tip: Have
students post a legal or ethical selling dilemma in a story problem (bait and switch,
puffery, embellishment of reimbursements, etc.). Have other students write their own and
have the learning community respond to each others ethical selling dilemma. The writer
of the dilemma would have the task of contributing to a solution through feedback on the
discussion board once the student posts a response.
Remember to review the Newsletter for Instructors and its accompanied PowerPoint
presentation, which integrates examples and discussion from the newsletter. Each
newsletter contains over ten article abstracts on hot topics, plus a selection of current
commercials and videos for you to use with your class. The newsletter also includes a
guide that explains where the articles, commercials, and videos best fit in your Marketing
course.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 7

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