personal communication that attempts to inform and persuade customers to
purchase products in an exchange situation is called
17. A major
disadvantage of personal selling is that it
a) is not
remembered as well by consumers as advertising messages are.
easily adjust the message to satisfy a customer’s information needs.
c) is very expensive
d) does not
provide immediate feedback.
e) is not
compatible with other promotional activities.
18. A sales
career can offer all of the following except a
deal of freedom.
level of training.
level of job satisfaction.
selling goals include finding prospects, convincing prospects to buy, and
new products being developed.
aware of competitors’ sales activities.
greatest amount of responsibility for providing customer satisfaction falls on
the shoulders of
Clarkson, a sales representative for a publisher of college textbooks, had the
southern half of the state as a sales territory. Last year, the director of
marketing for the publishing company told Jennifer’s sales manager to increase
her territory to the entire state. Now Jennifer’s customers are less satisfied
with the company. They are most likely to blame ___________ for their reduced
level of customer satisfaction.
company’s chief executive officer
d) the sales
company has launched a new product line, and he is put in charge of sales. He
decides his first step will be to find potential customers in the company’s
sales records. Sayyid is
23. The final
stage of the selling process is
a list of potential customers is called
Bartello, a salesperson for Xerox, develops a list of potential customers and
evaluates them on the basis of their ability, willingness, and authority to
purchase copy machines. This process is called
sales records, commercial databases, newspaper announcements, telephone
directories, and public records are all sources used for
that encourages customers to send in reply cards for additional information
aids salespeople in achieving which goal of personal selling?
prospects to buy
up the sale
generally makes cold calls on businesses to look for new prospects. He has many satisfied customers, but like
many salespeople, he does not frequently utilize one of the best ways to find
new prospects, which is through
compiling a list of potential customers, a salesperson must
whether each prospect is able, willing, and authorized to buy the product.
whether or not each prospect is really in his target market.
c) find and
analyze information about each prospect’s specific needs and current brand
d) develop a
presentation for each of the potential customers on his list.
each of the prospects to get an initial feel for how likely they are to
purchase his products.
Light tells her sales manager that she will be devoting more effort to
___________ in the coming weeks, as her list of potential customers has
dwindled below the level of 30 firms recommended by the selling plan.
31. Tim has
just finished compiling a list of potential customers and evaluating their
ability, willingness, and authority to buy. He knows his next step in the
personal selling process is to
c) make the
contacting prospects, a salesperson for an industrial cleaning equipment
company analyzes information about the prospects’ product needs, feelings about
brands, and personal characteristics. This process is called
salesperson finds and analyzes information about each prospect’s specific product
needs, current use of and feeling about brands, and personal characteristics
Almar tells a fellow buyer at Robins Wholesale Parts that the last salesperson
who called on him before lunch was a real loser: “He has done a poor job of
___________. He didn’t even know what brands we carry or what types of
retailers we service!”
35. Rick has
reviewed a prospect’s account and credit history, identified product needs, and
gathered the appropriate literature. He feels he is ready for the ____ step of
the personal selling process.
36. The step
of the personal selling process in which a salesperson contacts a potential
customer is called
d) the approach.
37. Creating a
favorable impression and developing rapport with prospective customers is a
critical part of the ______ step of personal selling.
client group has been gradually shrinking and she is looking for new
prospective clients. She has decided to spend a couple of days approaching
potential customers without any prior consent. Stacey’s method of approach is
39. The stage
of the personal selling process in which the salesperson attempts to make a
favorable impression, gather information about the customer’s needs and objectives,
and build a rapport with the prospective customers is called
salesperson must attract and hold the prospect’s attention, stimulate interest,
and spark a desire for the product during the
Sullivan, Kevin Miller’s sales manager, points out to him that his last shopper
in the housewares department didn’t seem involved as he explained the new food
processor to her. She suggests that he use a ___________ as part of his
presentation next time.
42. Which of
the following is not true when making the sales presentation?
salesperson should focus on anticipating questions and answering them before
salesperson must spark interest in the product.
salesperson should not only talk but also listen to the customer.
salesperson should involve the customer by having him or her hold, touch, or
use the product.
salesperson should not sound like he or she is just reading a script (i.e., he
or she should be flexible and respond to the customers’ comments).
salesperson will be better able to determine the prospect’s specific needs by
carefully to questions and comments and watching reactions during the sales
until after the sale to see how the client is enjoying the use of the product.
extensive research before the approach and making the sales presentation
trial closings throughout the sales presentation.
e) making a
very thorough and detailed sales presentation about the products and services
44. Tony tells
his wife, Camilla, that his last sales call of the day at DuPont was a
disaster. He explains that he never really figured out what the purchasing
agent was looking for. Camilla, a sales trainer for another firm, hands Tony a
anticipating objections and countering them before they are asked is a good
idea, one negative consequence of doing so is that the salesperson may
a) annoy the
objections the customer had not thought of.
c) take too
long in trying to sell the product, and the customer may stop listening.
emphasize its features and benefits enough.
e) begin to
lie about the product.
46. During the
personal selling process, a salesperson, if possible, should handle objections
salesperson begins the trial close.
c) the sales
presentation is approximately half completed.
d) when the
customer appears to be unhappy or agitated.
e) when the
salesperson begins the sales presentation.
47. The _____
stage of the personal selling process is when the salesperson asks the prospect
to buy the product.
48. When a
salesperson asks the customer to buy the product several times throughout the
sales presentation in an effort to uncover hidden objections, it is called
Brucker, you would agree that this is the most attractive car interior in this
price range, wouldn’t you?” Cliff Davis, a salesperson at Midtown Ford, was
using a(n) ___________ when he made this statement.
50. During his
presentation to Mrs. French about a high-end gourmet oven, Brian asks, “Would
you prefer black or stainless steel?” This is an example of a
salesperson should try to close the sale
a) at the
end of the sales presentation.
halfway through the sales presentation.
overcoming the biggest objection.
times during the sales presentation.
purpose of the ___________ stage in personal selling is to determine customers’
problems and questions about using the product.
calls to see if her customer’s new hardwood floors were installed correctly
the follow-up step.
after the closing.
c) near the
end of the sales presentation.
d) the next
time she makes a sales call to that customer.
e) after she
receives cash payment from that customer.
selling, which requires that salespeople recognize a potential buyer’s needs
and then provide the prospect with the necessary information, is performed by
job is to find new customers for her company’s telecommunication services. She
encourages existing customers to add more services and finds customers who are
completely new to the company. Yolanda
would best be classified as a(n)
activities are divided into two categories:
sales and technical sales.
sales and new-business sales.
takers and trade sales.
sales and support sales.
order sales and field order sales.
57. A person
who primarily seeks repeat sales is called a(n)
customer order getter.
58. The two
groups of order takers in personal selling are
customer salespeople and new-business salespeople.
salespeople and trade salespeople.
order takers and field order takers.
salespeople and technical salespeople.
order takers and support order takers.
salespeople are classified as
works for a company that sells rotisseries for chicken and other foods. She
answers phone calls from customers who see infomercials on TV and call to order
the product. Michelle is considered a(n)
61. A sales
representative for Coca-Cola travels to various restaurants to determine how
much syrup the customer needs for the coming period. This sales representative
would be classified as a(n)
Browton travels around to various established customers to see what new office
supplies they need. His customers have come to depend on him to check their
supplies. Doug is a(n)
customer order getter.
missionary salesperson is usually employed by
c) either a
retailer or a producer.
e) an independent
64. Which of
the following is least likely to be directly involved in actually making sales?
the producer’s customers in selling to those customers is the major purpose of
which type of salesperson?
66. Jin Xiao,
a trained engineer, is a salesperson for a chemical manufacturer. He provides
current customers with advice about a product’s characteristics and
applications. He is a(n)
King of Cleborn Pharmaceuticals tells a sales management class at the state
university that her job is to call on doctors and explain the benefits of new
prescription drugs that her firm develops. Daphne would call herself a(n)
Martinez works for a cosmetics manufacturer and is responsible for ensuring
that retailers have adequate quantities of products when they need them.
However, she is directing much of her effort toward helping the retailers
promote the products. She would be characterized as belonging to which group of
69. Jana works
for Hormel Foods and she frequently sets up special displays and distributes
samples of Hormel products to customers in supermarkets. Jana would best be
classified as a(n)
a) trade salesperson.
70. The type
of salesperson that usually requires training in physical science or
engineering is the
71. A support
salesperson who usually advises customers on product characteristics and
application, system design, and installation procedures is a(n)
Amerson leads his company’s clients through the installation procedure of their
new industrial equipment. He also helps answer their questions about product
characteristics and system design both before and after their purchases. Ryan
73. In which
of the following does the salesperson join with people from the firm’s
financial, engineering, and other functional areas to engage in the personal
74. Which of
the following is particularly appropriate for pricey high-tech business
products, such as jet aircraft and medical equipment?
75. Which of
the following involves building mutually beneficial long-term associations with
a customer—usually a business customer—through regular communications over
prolonged periods of time.
76. All of the
following are key areas of sales force management except
sales promotion efforts.
objectives can do all of the following except
a) serve as
a deterrent both to salespeople and their clients.
b) give the
sales force direction and purpose.
c) serve as
a standard for evaluating salesperson performance.
d) let the
sales force know what is expected of them.
e) help to
control the sales force.
force objectives are generally established for
organization as a whole only.
b) the total
sales force and for each salesperson.
c) just each
salesperson but not the whole sales force.
d) for each
department or division of the company.
but not short-term salespeople.
79. Which of
the following is the best example of a well-stated sales objective?
sales should increase by 25 percent.
salesperson should increase his or her client group by 10 percent.
salesperson should bring in $25,000 in new sales by November 15.
d) The sales
force should increase the market share in all markets by December 1.
salesperson should increase the number of calls they make by 20 percent.
objectives for individual salespeople can be stated in several ways. Which of
the following would least likely be used for stating an individual
d) Ratio of
profits relative to number of sales calls
number of calls per time period
81. A company
may determine how many sales calls per year it needs to serve customers
effectively and divide that by the average number of sales calls made by one
salesperson in order to
b) set sales
force calling objectives.
d) train its
sales force size.
better market conditions prevail or when company growth occurs, a company may
suffer if it
its sales force objectives.
to use a combination compensation plan.
additional training for its sales force.
e) cut back
the size of its sales force.83. Recruiting
and selection of salespeople should include enough steps to yield the
information needed to make accurate selection decisions. However, the stages of
the process should be sequenced so that the more expensive steps are
a) near the
completed before anything else.
c) near the
d) paid by
the prospects rather than the company.
84. The best
advice for recruiting and selecting salespeople for one’s organization would be
a) follow a
clear set of generally accepted job characteristics when determining an
b) keep the
expensive stages near the beginning of the recruiting process.
c) find out
how long the applicant plans to stay with the company.
recruitment a continuous activity aimed at seeking out the best applicants.
primarily from educational institutions.
85. Which of
the following best characterizes the function of recruiting and selecting a
a) It should
be a continuous, systematic attempt to match applicants’ characteristics to the
b) It is a
process that should be set up that incorporates at least two steps: an
interview and a written application.
of applicants should be limited, since the recruitment process is expensive and
more applicants mean greater expense.
interviewing applicants, the manager should attempt to find a position that can
be tailored to fit applicants’ qualifications.
e) It should
not be made from personnel in other departments in the firm, as this would
necessitate training two people rather than one.
Freedman is an experienced salesperson who has worked for the same company for
20 years. When he is informed that he must attend a training seminar the
following Tuesday, he believes it will most likely be about
87. Which of
the sales force compensation methods is easy to administer, yields more
predictable selling expenses, and provides sales managers with a large degree
of control over salespeople?
commission and combination
Suarez has been hired as sales manager at a new firm and is trying to come up
with a sales force compensation method. He would like to have selling expenses
relate directly to sales resources, an aggressive sales force, and minimization
of nonselling tasks. What compensation method(s) would best fulfill his
salary plus generous fringe benefits
plus a bonus89. Salespeople receive a
set salary plus a commission based on sales with a
salary compensation plan.
commission compensation plan.
plus bonus program.90. Effective
motivation of a sales force is best achieved through
retreats at resort locations open to families.
sales force objectives and their connection to compensation.
organized set of activities performed continuously.
meetings when sales have declined.
e) daily pep
talks before the sales force makes sales calls.
designing sales territories, a sales manager considers several major factors.
The territories must be constructed so that sales potential can be measured;
the shape of the territories should facilitate salespeople’s activities to
provide the best possible coverage of customers; and
should be designed to minimize selling costs.
territories should be of similar size.
territorial pattern should consist of concentric circles.
d) the density
of potential customers should be minimized.
distribution of customers should be relatively equal.
92. If a
manager tries to form territories with equal sales potential, the territories
will usually be unequal in geographic size; this will cause the salespeople
with larger territories to
larger income potentials.
b) have to
work longer and harder to generate a certain sales volume.
about the same amount, since potential is the same.
d) have much
larger sales than those salespeople with smaller territories.
limited to a smaller income potential.
density and distribution are important factors in
sales force objectives.
94. A primary
goal of routing and scheduling decisions in personal selling is to
the sequence in which customers will be called on.
existing transportation facilities.
duration of sales calls.
salespeople with an opportunity to plan their own routes and schedules.
are designed to identify the customers called on and to present detailed
information about interaction with those clients.
96. The most
common sales force evaluation practices are for sales managers to compare a
salesperson’s performance with other salespeople operating under similar
selling conditions, or to compare
a) the size
of sales territories.
expenses by various members of the sales force.
amount of new business generated.
performance with past performance.
e) the ratio
of costs to profits.
97. Ray Singh
is preparing to evaluate one of his sales representatives, Julie Hill. His
evaluation of her performance for the prior year led to his conclusion that she
lacked key product information. At their upcoming session, he will most likely
do which of the following?
the size of her territory.
her sales quotas.
that she attend a training program.
this problem given that her sales results were good.
won a hot-air balloon ride and dinner for two for being the top
revenue-producing mortgage loan officer at her company for the month of
October. This contest exemplifies a company’s efforts at
training for the sales force.
establishing sales promotion objectives, a marketer should always
on activities that will increase consumer demand.
b) focus on
c) focus on
defensive in the methods used.
objectives with the organization’s overall objectives.
deciding on sales promotion methods to employ, marketers take several factors
into consideration. Which factor below is unlikely to affect decisions
regarding sales promotion methods?
a) Type of
d) Types of
forces in the environment