Chat with us, powered by LiveChat CHAPTER 19 Personal Selling and Sales Promotion | Gen Paper

16. Paid
personal communication that attempts to inform and persuade customers to
purchase products in an exchange situation is called
a) advertising.
b) sales
c) personal
d) target
e) public
17. A major
disadvantage of personal selling is that it
a) is not
remembered as well by consumers as advertising messages are.
b) cannot
easily adjust the message to satisfy a customer’s information needs.
c) is very expensive
per contact.
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
a) structured,
inflexible workday.
b) high
c) great
deal of freedom.
d) high
level of training.
e) high
level of job satisfaction.
19. Personal
selling goals include finding prospects, convincing prospects to buy, and
a) monitoring
new products being developed.
b) being
aware of competitors’ sales activities.
c) seeking
one-sale customers.
d) avoiding
repeat transactions.
e) keeping
customers satisfied.

20. The
greatest amount of responsibility for providing customer satisfaction falls on
the shoulders of
a) chief
executive officers.
b) salespeople.
c) sales
d) quality
control experts.
e) marketing

21. Jennifer
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.
a) the
textbook authors
b) the
company’s chief executive officer
c) the
marketing manager
d) the sales
e) Jennifer
22. Sayyid’s
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
a) prospecting.
b) screening.
c) researching.
d) pre-approaching.
e) surveying.

23. The final
stage of the selling process is
a) closing.
b) trial
c) presentation.
d) follow-up.
e) overcoming

24. Developing
a list of potential customers is called
a) preapproaching.
b) surveying.
c) scouting.
d) prospecting.
e) screening.
25. Scott
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
a) customer
b) preapproach.
c) approaching
the customer.
d) audience
e) prospecting.e
26. Company
sales records, commercial databases, newspaper announcements, telephone
directories, and public records are all sources used for
a) surveying.
b) screening.
c) researching.
d) preapproaching.
e) prospecting.
27. Advertising
that encourages customers to send in reply cards for additional information
aids salespeople in achieving which goal of personal selling?
a) Convincing
prospects to buy
b) Finding
c) Keeping
customers satisfied
d) Making
the presentation
e) Following
up the sale
28. Carlos
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
a) telephone
b) customer
c) trade
d) local
e) other
29. After
compiling a list of potential customers, a salesperson must
a) evaluate
whether each prospect is able, willing, and authorized to buy the product.
b) determine
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.
e) contact
each of the prospects to get an initial feel for how likely they are to
purchase his products.

30. Janetta
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.
a) approaching
b) preapproaching
c) closing
the sale
d) following
e) prospecting
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
a) approach.
b) preapproach.
c) make the
d) prospect.
e) overcome

32. Before
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
a) prospecting.
b) preapproach.
c) approaching
the customer.
d) sales
e) sales
33. A
salesperson finds and analyzes information about each prospect’s specific product
needs, current use of and feeling about brands, and personal characteristics
a) prospecting.
b) the
c) presentation
d) overcoming
e) the
34. Garrett
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!”
a) prospecting
b) preapproach
c) follow-up
d) presenting
e) approach

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.
a) prospecting
b) presentation
c) approach
d) preapproach
e) closing
36. The step
of the personal selling process in which a salesperson contacts a potential
customer is called
a) making
the presentation.
b) cold
c) the
d) the approach.
e) prospecting.
37. Creating a
favorable impression and developing rapport with prospective customers is a
critical part of the ______ step of personal selling.
a) following
b) making
the presentation
c) approach
d) prospecting
e) preapproach

38. Stacey’s
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
known as
a) referral
b) ambulance
c) door-to-door
d) cold
e) repeat

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
a) prospecting.
b) preapproach.
c) approach.
d) making
the presentation.
e) overcoming

40. The
salesperson must attract and hold the prospect’s attention, stimulate interest,
and spark a desire for the product during the
a) prospecting.
b) preapproach.
c) follow
d) approach.
e) sales

41. Sherry
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.
a) video
b) referral
c) demonstration
d) trial
e) qualification
42. Which of
the following is not true when making the sales presentation?
a) The
salesperson should focus on anticipating questions and answering them before
they’re asked.
b) The
salesperson must spark interest in the product.
c) The
salesperson should not only talk but also listen to the customer.
d) The
salesperson should involve the customer by having him or her hold, touch, or
use the product.
e) A
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).
43. A
salesperson will be better able to determine the prospect’s specific needs by
a) listening
carefully to questions and comments and watching reactions during the sales
b) waiting
until after the sale to see how the client is enjoying the use of the product.
c) doing
extensive research before the approach and making the sales presentation
without adjustment.
d) using
trial closings throughout the sales presentation.
e) making a
very thorough and detailed sales presentation about the products and services
being offered.

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
book on
a) listening
b) overcoming
c) prospect
d) product
e) closing.

45. While
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
b) mention
objections the customer had not thought of.
c) take too
long in trying to sell the product, and the customer may stop listening.
d) not
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
a) they
b) the
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.
a) proposal
b) closing
c) overcoming
d) approach
e) trial
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
a) order
b) new-business
c) trial
d) order
e) overcoming

49. “Mrs.
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.
a) referral
b) objective
c) bandwagon
d) follow-up
e) trial

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
a) referral.
b) recommendation.
c) follow
d) trial
e) closing
51. A
salesperson should try to close the sale
a) at the
end of the sales presentation.
b) during
the preapproach.
c) about
halfway through the sales presentation.
d) after
overcoming the biggest objection.
e) several
times during the sales presentation.

52. The
purpose of the ___________ stage in personal selling is to determine customers’
problems and questions about using the product.
a) prospecting
b) approach
c) overcoming-objections
d) follow-up
e) closing

53. Cheyenne
calls to see if her customer’s new hardwood floors were installed correctly
a) during
the follow-up step.
b) immediately
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.

54. Creative
selling, which requires that salespeople recognize a potential buyer’s needs
and then provide the prospect with the necessary information, is performed by
a) order
b) order
c) missionary
d) trade
e) technical
55. Yolanda’s
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)
a) order
b) order
c) missionary
d) technical
e) order
56. Order-getting
activities are divided into two categories:
a) missionary
sales and technical sales.
b) current-customer
sales and new-business sales.
c) order
takers and trade sales.
d) current
sales and support sales.
e) inside
order sales and field order sales.

57. A person
who primarily seeks repeat sales is called a(n)
a) current
customer order getter.
b) order
c) order
d) follow-up
e) missionary
58. The two
groups of order takers in personal selling are
a) current
customer salespeople and new-business salespeople.
b) missionary
salespeople and trade salespeople.
c) inside
order takers and field order takers.
d) trade
salespeople and technical salespeople.
e) advisory
order takers and support order takers.

59. Retail
salespeople are classified as
a) order
b) support
c) trade
d) inside
order takers.
e) field
order takers.

60. Michelle
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)
a) order
b) inside
order taker.
c) support
d) field
order taker.
e) trade
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)
a) order
b) inside
order taker.
c) field
order taker.
d) missionary
e) trade
62. Doug
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)
a) field
order taker.
b) current
customer order getter.
c) missionary
d) inside
order taker.
e) trade
63. A
missionary salesperson is usually employed by
a) a
b) a
c) either a
retailer or a producer.
d) a
e) an independent
64. Which of
the following is least likely to be directly involved in actually making sales?
a) Order
b) Current-customer
c) Order
d) Field
order taker
e) Support
sales personnel
65. Assisting
the producer’s customers in selling to those customers is the major purpose of
which type of salesperson?
a) Trade
b) Technical
c) Missionary
d) Order
e) Order
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)
a) missionary
b) trade
c) field
order taker.
d) inside
order taker.
e) technical
67. Daphne
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)
a) technical
b) missionary
c) order
d) order
e) trade
68. Maria
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
a) Trade
b) Field
order takers
c) Advisory
d) Technical
e) Order
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.
b) technical
c) inside
order taker.
d) field
order taker.
e) missionary
70. The type
of salesperson that usually requires training in physical science or
engineering is the
a) trade
b) missionary
c) technical
d) order
e) order

71. A support
salesperson who usually advises customers on product characteristics and
application, system design, and installation procedures is a(n)
a) trade
b) inside
order taker.
c) tech
support worker.
d) missionary
e) technical

72. Ryan
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
is a
a) trade
b) missionary
c) technical
d) systems
e) field
order taker.

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
selling process?
a) Trade
b) Missionary
c) Relationship
d) Team
e) Technical

74. Which of
the following is particularly appropriate for pricey high-tech business
products, such as jet aircraft and medical equipment?
a) Team
b) Relationship
c) Trade
d) Technical
e) Missionary

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.
a) CRM
b) Missionary
c) Exclusive
d) Team
e) Relationship
76. All of the
following are key areas of sales force management except
a) compensating
b) coordinating
sales promotion efforts.
c) recruiting
d) training
sales personnel.
e) motivating
sales personnel.

77. Sales
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.

78. Sales
force objectives are generally established for
a) the
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.
e) long-term
but not short-term salespeople.
79. Which of
the following is the best example of a well-stated sales objective?
a) Companywide
sales should increase by 25 percent.
b) Each
salesperson should increase his or her client group by 10 percent.
c) Each
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.
e) Each
salesperson should increase the number of calls they make by 20 percent.

80. Sales
objectives for individual salespeople can be stated in several ways. Which of
the following would least likely be used for stating an individual
salesperson’s goal?
a) Dollar
volume sales
b) Unit
volume sales
c) Average
order size
d) Ratio of
profits relative to number of sales calls
e) Average
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
a) recruit
appropriate salespeople.
b) set sales
force calling objectives.
c) compensate
salespeople fairly.
d) train its
e) determine
sales force size.
82. When
better market conditions prevail or when company growth occurs, a company may
suffer if it
a) lowered
its sales force objectives.
b) recruited
additional salespeople.
c) decided
to use a combination compensation plan.
d) provided
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
b) always
completed before anything else.
c) near the
d) paid by
the prospects rather than the company.
e) never
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
applicant’s qualifications.
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.
d) make
recruitment a continuous activity aimed at seeking out the best applicants.
e) recruit
primarily from educational institutions.
85. Which of
the following best characterizes the function of recruiting and selecting a
sales force?
a) It should
be a continuous, systematic attempt to match applicants’ characteristics to the
firm’s needs.
b) It is a
process that should be set up that incorporates at least two steps: an
interview and a written application.
c) Sources
of applicants should be limited, since the recruitment process is expensive and
more applicants mean greater expense.
d) After
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.
86. Zack
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
a) the
b) his
customers’ companies.
c) basic
selling methods.
d) new-product
e) prospecting.
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?
a) Straight
b) Salary
plus bonus
c) Salary
and commission
d) Straight
commission and combination
e) Straight

88. Jose
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
a) Combination
b) Straight
c) Straight
salary plus generous fringe benefits
d) Straight
e) Salary
plus a bonus89. Salespeople receive a
set salary plus a commission based on sales with a
a) straight
salary compensation plan.
b) combination
compensation plan.
c) cafeteria
d) straight
commission compensation plan.
e) salary
plus bonus program.90. Effective
motivation of a sales force is best achieved through
a) annual
retreats at resort locations open to families.
b) emphasizing
sales force objectives and their connection to compensation.
c) an
organized set of activities performed continuously.
d) motivation
meetings when sales have declined.
e) daily pep
talks before the sales force makes sales calls.
91. In
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
a) territories
should be designed to minimize selling costs.
b) all
territories should be of similar size.
c) the
territorial pattern should consist of concentric circles.
d) the density
of potential customers should be minimized.
e) the
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
a) develop
larger income potentials.
b) have to
work longer and harder to generate a certain sales volume.
c) work
about the same amount, since potential is the same.
d) have much
larger sales than those salespeople with smaller territories.
e) be
limited to a smaller income potential.
93. Customer
density and distribution are important factors in
a) prospecting.
b) motivating
c) creating
sales territories.
d) compensating
e) establishing
sales force objectives.
94. A primary
goal of routing and scheduling decisions in personal selling is to
a) determine
the sequence in which customers will be called on.
b) use
existing transportation facilities.
c) minimize
nonselling time.
d) determine
duration of sales calls.
e) provide
salespeople with an opportunity to plan their own routes and schedules.
]95. ___________
are designed to identify the customers called on and to present detailed
information about interaction with those clients.
a) Invoices
b) Feedback
c) Work
d) Call
e) Recall
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.
b) selling
expenses by various members of the sales force.
c) the
amount of new business generated.
d) current
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?
a) Decrease
the size of her territory.
b) Increase
her sales quotas.
c) Terminate
d) Recommend
that she attend a training program.
e) Ignore
this problem given that her sales results were good.

98. Dorothy
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
a) motivating
b) compensating
c) providing
training for the sales force.
d) managing
sales territories.
e) selecting
salespeople.99. In
establishing sales promotion objectives, a marketer should always
a) concentrate
on activities that will increase consumer demand.
b) focus on
c) focus on
d) be
defensive in the methods used.
e) align
objectives with the organization’s overall objectives.
100. When
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
b) Product
c) Target
market characteristics
d) Types of
e) Competitive
forces in the environment

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