Marketing 373: Chapter 18

Front 1

In the opening vignette, it is suggested that it costs about _________ as much to gain a new customer as it does to keep an existing one. 

Back 1

ten times

Front 2

Which of the following statements about personal selling is true? 

Back 2

A. Personal selling would play a dominant role in a company that sells machinery to the oil drilling industry.

B. The role of personal selling would be minimal in a company that sells disposable razors.

C. In many companies the sales manager controls personal selling.

D. In an integrated marketing communications program, personal selling is a partner with other promotional mix elements.

E. All of the above statements about personal selling are true.

Front 3

Which of the following statements about personal selling is true? 

Back 3

Since personal selling makes a valuable contribution to an organization's promotional program, the firm's advertising department should contribute to the personal selling effort.

Front 4

____ is the two-way flow of communication between a message sender and a message receiver designed to influence a receiver's purchase decision. 

Back 4

 Personal selling

Front 5

For which of the following products would personal selling be the element of the promotional mix most likely emphasized? 

Back 5

earthmoving equipment

Front 6

Personal selling most notably differs from the other forms of promotional communication due to: 

Back 6

the opportunity for direct and immediate feedback

Front 7

In personal selling, the communications sender is able to immediately receive and evaluate feedback from the receiver. This is referred to as _____ communications. 

Back 7

dyadic

Front 8

Dyadic communication is defined as: 

Back 8

communication between two people or groups

Front 9

Which of the following is NOT a question an organization needs to use to determine the role of the promotional mix elements? 

Back 9

What promotional mix methods are being employed by its competitors?


Front 10

A sales force is likely to be a major part of an organization's communications mix when: 

Back 10

A. the final price between buyer and seller is negotiable
B. the number and dispersion of customers will not enable acceptable advertising economies

C. the features and performance of the product require trial by the customer
D. the channel system is relatively short and direct to end-users

E. any or all of the above are true

Front 11

The sales force becomes a major part of the integrated marketing communications mix when: 

Back 11

A. the product is complex
B. the price is negotiable

C. a push strategy is employed

D. product demonstration is a necessary part of the sales presentation

E. any or all of the above occur

Front 12

A sales force is a major part of an organization's integrated marketing communications mix when: 

Back 12

product and service training are needed by channel intermediaries

Front 13

The first stage of the personal selling evolution is the _____ stage. 

Back 13

provider

Front 14

Which of the following is NOT a stage of the personal selling evolution? 

Back 14

the producer stage


Front 15

The difference between selling and relationship marketing is reflected by the difference between the _____ and the _____ stages of sales evolution. 

Back 15

persuader; procreator

Front 16

Relationship marketing would most closely approximate which stage of the evolutionary selling process? 

Back 16

procreator

Front 17

Salespeople who seek out potential buyers who are perceived to have a need for the service/product and the resources to buy are involved in what stage of the evolution of selling process? 

Back 17

prospector

Front 18

When a firm's customer needs are mutually defined and matched with a tailored offering, the firm is in which evolution stage of the selling process? 

Back 18

procreator

Front 19

Which of the following statements about the stages in the evolution of selling is true? 

Back 19

The procreator engages with the customer in defining the customer's needs and tailoring a product to satisfy those needs.

Front 20

Among the new roles performed by salespeople today is _____ in which the salesperson outlines both an account strategy and a solutions strategy (for the customer). 

Back 20

map making

Front 21

Because the business world is going through a very rapid transition, the role of the sales force is also experiencing significant changes. Which of the following is NOT an example of one of the new roles that a salesperson must adopt in order to be effective in this new business environment? 

Back 21

mountain climbing

Front 22

_____ is an organization's effort to develop a long-term, cost-effective link with individual customers for mutual benefits.

Back 22

Relationship marketing


Front 23

Relationship marketing requires:

Back 23

A. mutual trust

B. working toward the same goals

C. sharing information

D. cost-effective link between customer and salesperson
E. all of the above

Front 24

Which of the following words best characterizes relationship marketing? 

Back 24

partnerships


Front 25

Which of the following terms is associated with relationship marketing? 

Back 25

A. long term partnering
B. collaboration

C. problem solving

D. mutual benefits

E. all of the above

Front 26

A bank that wants to be your partner from the time your children are born until they finish college is definitely trying to: 

Back 26

implement relationship marketing

Front 27

The number of sales calls required to close a sale is highest for which of the following industries? 

Back 27

computer manufacturing

Front 28

Which of the following lists the sales force classifications used by Sales & Marketing Management? 

Back 28

missionary selling, creative selling, and order taking


Front 29

Which type of sales personnel would most likely be involved in a straight rebuy? 

Back 29

order taker

Front 30

The _____ is the salesperson who introduces new products, promotions, and/or programs to potential customers. 

Back 30

missionary sales representative

Front 31

Which of the following types of sales jobs requires the most skill and preparation? 

Back 31

missionary sales representative

Front 32

Which of the following types of selling jobs involves creative selling but not actual order taking? 

Back 32

missionary salesperson

Front 33

With the evolution of personal selling, an individual salesperson's job requirements may include: 

Back 33

A. determining a customer's needs and wants
B. demonstrating the capabilities of the firm
C. following up and servicing the account

D. locating prospective customers

E. doing all of the above

Front 34

An ad in a dental trade magazine for a new product to sterilize equipment asks anyone interested in more information about the product to request an information pamphlet. These names and addresses of those dentists who made the request for more information are then given to the product manufacturer's salespeople. The names on this list are examples of:

Back 34

leads

Front 35

In providing information the prospect had not previously considered and/or identifying alternative solutions that may work for a prospect, a salesperson is fulfilling which of his or her job requirements? 

Back 35

recommending a means of satisfying the customer's needs and wants

Front 36

According to the text, the key ingredient to any sales presentation is the: 

Back 36

close

Front 37

HRTech is a company that provides human resource management services for small- and medium-sized businesses that do not have the necessary resources to efficiently manage their employees' needs themselves. During a sales presentation, its sales rep asked, "Can we start work on setting up your personalized HR system next Monday?" This question was an example of a(n): 

Back 37

close

Front 38

When Paul purchased auto insurance, the agent asked if he had renters' insurance. Paul did not know he should buy an insurance policy to protect his belongings from fire and theft; he thought his landlord was responsible for that type of insurance. When the agent explained how Paul needed to insure his personal belongings, Paul agreed and purchased renters' insurance along with the auto insurance. This is an example of: 

Back 38

a cross sell

Front 39

A large retail chained hired ACCPAC to develop and implement an e-commerce Web site from which the store could sell out-of-season merchandise. During the development of the e-commerce site, a relationship developed between the participants. After a successful launch of the Web site, ACCPAC suggested the store would benefit from ACCPAC's warehouse management system. This would be an example of: 

Back 39

a cross sell

Front 40

Of all the promotional program elements, only personal selling provides the opportunity for: 

Back 40

direct feedback

Front 41

The use of personal selling offers the opportunity to assess the sales situation and to adapt the sales message accordingly. This is called: 

Back 41

a direct feedback network

Front 42

Effective salespeople must have: 

Back 42

A. a sense of urgency
B. creativity
C. ego strength
D. have empathy
E. all of the above

Front 43

One of the traits buyers consider most objectionable in salespeople is: 

Back 43

aggressiveness

Front 44

One of the traits buyers consider most helpful in salespeople is: 

Back 44

honesty

Front 45

Which of the following is NOT an advantage of personal selling? 

Back 45

high reach

Front 46

Which of the following is NOT an advantage of personal selling? 

Back 46

low cost

Front 47

Which of the following characteristics of personal selling can be both advantageous and disadvantageous? 

Back 47

the ability to personalize the sales message

Front 48

The ability to specifically tailor the message may prove to be either an advantage or a disadvantage. Under which of the following situations might this advantage become a disadvantage? 

Back 48

when salespeople alter the message just to get a sale

Front 49

Which of the following is an advantage associated with personal selling?

Back 49

dyadic interaction

Front 50

One of the disadvantages of personal selling is: 

Back 50

poor reach

Front 51

Which of the following is a disadvantage associated with personal selling? 

Back 51

sales force/management conflict

Front 52

What does it mean when salespeople are described as having poor reach? 

Back 52

They are unable to expose everyone in the target market to their sales message.

Front 53

Which of the following products is most likely to benefit from personal selling communications? 

Back 53

industrial equipment

Front 54

When a new product is being introduced, and the seller needs to reach as many people in the target market as quickly and as cost effectively as possible, personal selling combined with _____ is likely to be most effective. 

Back 54

advertising

Front 55

At which stage of the adoption hierarchy would personal selling likely be LEAST useful? 

Back 55

awareness

Front 56

Studies conducted to examine the combination of advertising and personal selling efforts have shown: 


Back 56

companies can improve reach, reduce costs, and improve the probability of a sale by combining advertising and personal selling


Front 57

 Research has shown combining advertising with personal selling results in: 

Back 57

improved reach

Front 58

Which of the following statements describes how advertising can benefit salespeople? 

Back 58

A. Ads can be used to ward off low-priced competitors.
B. Consistent advertising helps build brand preference.
C. Ads can reinforce the selling points made during sales presentations.

D. The printed word adds credibility to the salespersons' verbal claim.

E. All of the above statements describe how advertising can benefit salespeople.

Front 59

By servicing an account and by cooperating and empathizing with clients, salespeople are engaging in _____ activities on behalf of their firm. 

Back 59

public relations

Front 60

Combining personal selling with _____ results in a higher percentage of sales closings and a lower average cost per sale. 

Back 60

telemarketing

Front 61

Telemarketing has been effectively combined with personal selling to: 

Back 61

A. generate leads

B. screen leads

C. qualify potential buyers
D. perform service follow-ups
E. do all of the above

Front 62

An ad in a dental trade magazine for a new product to sterilize equipment asks anyone interested in more information about the product to request an information pamphlet. These names and addresses of those dentists who made the request for more information are then given to the product manufacturer's salespeople. This is an example of how _____ activities can be combined with personal selling. 

Back 62

direct marketing

Front 63

Promotional tools designed to support and encourage personal selling include: 

Back 63

A. flip charts

B. cash bonuses

C. free trips

D. leave-behinds

E. all of the above

Front 64

Which of the following statements about the integration of personal selling and the Internet is true? 

Back 64

A. The Internet can generate sales leads.

B. Most managers believe the Internet will not replace the sales force.

C. The Internet can provide product information.

D. The Internet allows salespeople to sell--not just take orders.

E. All of the following statements about the integration of personal selling and the Internet are true.

Front 65

Car manufacturers have used a franchise dealer network since 1910 to sell vehicles. FordDirect.com is a place buyers can go, specify what features they want, and then learn which dealerships have cars that match their requirements. This is an example of how personal selling can be effectively combined with: 

Back 65

the Internet

Front 66

Perhaps the greatest value of the Internet for a salesperson is: 

Back 66

prospecting

Front 67

Criteria used in the evaluation of the contribution of personal selling to the overall promotional program include: 

Back 67

A. providing marketing intelligence

B. follow-up activities
C. programs implemented
D. attainment of communications objectives
E. all of the above

Front 68

The ability of the sales force to feed back information regarding competitive programs and customer reactions contributes to the promotional program by fulfilling which evaluative criterion? 

Back 68

providing market intelligence

Front 69

Quantitative measures used to evaluate sales personnel include: 

Back 69

selling expenses as a percentage of sales volume

Front 70

Qualitative measures used to evaluate sales personnel include: 

Back 70

report preparation and timely submission

Front 71

Which of the following is NOT a quantitative measure used to evaluate the sales force? 

Back 71

product knowledge

Front 72

 Selling skills: 


Back 72

A. are a qualitative measure of sales effectiveness

B. include product knowledge
C. involve knowledge of company policies

D. include communication skills

E. are described by all of the above

Front 73

Sales efforts used as a quantitative measure of sales force effectiveness include: 

Back 73

A. number of sales calls made
B. average sales by call
C. customer service criteria
D. gross and net margins

E. all of the above