Mkt 201 Ch 14

Front 1

Which type of allowance is a reimbursement to retailers for in-store support of a product, such as an off-shelf display?

Back 1

merchandising

Front 2

____ is a discount to the retailer or wholesaler based on the volume of product ordered?

Back 2

case allowance

Front 3

______ is an example of a discount promotion given to members of the distribution channel

Back 3

co op advertising

Front 4

_______ involves a channel member purchasing large quantities of a product during a discount period, warehousing the product, and not buying the product again until another discount is offered.

Back 4

forward buying

Front 5

______ involves a retailer buying a product at a discounted promotional price, warehousing it, and after the promotion has expired, selling the inventory to other retailers at a price that is lower than the manufacturer's nondiscounted price but high enough to turn a profit for the retailer.

Back 5

diverting

Front 6

A trade show is a way for a company to do all of the following EXCEPT

Back 6

pay a bonus to members of its salesforce

Front 7

______ attempts to influence consumers while they are in the store by catching their attention with signs and showcased merchandise.

Back 7

a point of purchase display

Front 8

_____ is a bonus paid by a manufacturer to a salesperson for selling its product

Back 8

push money

Front 9

Someone who orders a product through a catalog is responding to ________

Back 9

direct marketing

Front 10

_______ is not a form of direct marketing

Back 10

mass marketing

Front 11

Which kind of marketing involves sending a brochure or pamphlet that offers a specific good or service at one point in time?

Back 11

direct mail

Front 12

Catalogs, brochures, and pamphlets are all examples of which type of marketing?

Back 12

mail order

Front 13

A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items, is a ________.

Back 13

catalog

Front 14

Who is the modern catalog consumer?

Back 14

someone who wants to save time shopping

Front 15

The National Do Not Call Registry was established by

Back 15

The Federal Trade Commission (FTC)

Front 16

________ is direct communication to a consumer that is conducted over the telephone.

Back 16

telemarketing

Front 17

Businesses selling to other businesses use ________ to keep in personal contact with smaller customers at much less cost than face-to-face sales calls

Back 17

telemarketing

Front 18

What are two major forms of direct-response television (DRTV)?

Back 18

shows on home shopping networks and

infomercials

Front 19

The "m" in m-commerce stands for ________

Back 19

mobile

Front 20

A 30-minute television advertising program marketing a single product is referred to as a(n) ________

Back 20

infomercial

Front 21

A type of m-commerce that simply involves sending a text message is known as ________

Back 21

short message system marketing

Front 22

_______ has the highest cost per contact with each customer

Back 22

personal selling

Front 23

Which communication and promotion tools involves establishing direct connections with customers aimed toward building crucial relationships?

Back 23

personal selling

Front 24

According to an axiom in marketing, the more ________ the product, the more heavily firms tend to rely on personal selling to promote it.

Back 24

intangible

Front 25

What is the most logical reason that many organizations rely heavily on personal selling?

Back 25

to more effectively sell highly technical or very expensive products

Front 26

Factors that increase a firm's emphasis on ________ include purchases that are "new tasks" for a customer and transactions that require negotiation

Back 26

personal selling

Front 27

What type of software do salespeople use to track all aspects of customer interaction?

Back 27

CRM (customer relationship management)

Front 28

What type of software links information between selling and buying firms?

Back 28

PRM (partner relationship management)

Front 29

_______, which uses a data network to carry voice calls, is frequently used for communication between salespeople and customers.

Back 29

Voice-over Internet Protocol (VoIP)

Front 30

Voice-over Internet protocol (VoIP) systems enable salespeople to ...

Back 30

make and receive phone calls anywhere just as though they were in the office

Front 31

which sales job requires the LEAST creative selling?

Back 31

order taker

Front 32

A(n) ________ promotes the firm and tries to stimulate demand for a product but does not actually complete a sale.

Back 32

missionary statement

Front 33

A group of people from a range of departments brought together by a firm to develop products and programs that satisfy the customer's needs is referred to as a ________ team

Back 33

cross functional

Front 34

______ is a salesperson who works to develop long-term relationships with particular customers and may hold the title of "account manager"

Back 34

an order getter

Front 35

PeopleSoft is an enterprise application software that businesses can use to create more efficient relationships with suppliers, customers, and employees.

To sell the entire software package, the company uses ________, which includes a technical specialist, an accounting expert, a human resources expert, and a sales representative

Back 35

team selling

Front 36

_______ is a sales technique that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer

Back 36

transactional selling

Front 37

The salesperson for Americhem Plastics Corp. believes in winning, keeping, and developing her customers. In other words, she engages in ________.

Back 37

relationship selling

Front 38

The statement,

"With relationship selling, the salesperson tries to develop a win-win relationship with customers",

is true/false

Back 38

true

Front 39

The first step in the creative selling process is _______

Back 39

prospect and qualify

Front 40

Prospect and qualify is the step in the creative selling process in which the salesperson ________

Back 40

identifies potential qualified customers

Front 41

The step that follows preapproach in the creative selling process is _______

Back 41

approach

Front 42

What is the LEAST relevant characteristic that a salesperson should consider when qualifying a prospect

Back 42

longevity in the market

Front 43

After salesperson Danny O'Reilly has made a sale, he asks his customer if she knows of anyone else who might also be interested in buying his products. Referrals such as these are one method used in _______

Back 43

prospecting

Front 44

Without prior introduction or arrangement, telemarketers telephone your home and business offering to sell you a variety of products. These telemarketers engage in what form of prospecting?

Back 44

cold calling

Front 45

A young couple contacted a realtor about buying a new home. Now that the realtor has prospects, his next step should be to ______

Back 45

qualify them

Front 46

During the ________ step, salespeople for Montana exercise equipment should try to determine the specific needs of a customer

Back 46

preapproach

Front 47

During which stage of the creative selling process would a salesperson most likely try to learn about a customer's prior purchases and personal interests?

Back 47

preapproach

Front 48

A salesperson would be most likely to use Standard & Poor's 500 Directory during which stage of the creative selling process?

Back 48

preapproach

Front 49

The salesperson contacts the customer for the first time in the ________ step of the creative selling process

Back 49

approach

Front 50

Which of the following is a poor choice for a sales presentation when a salesperson is interested in building a long-term relationship?

Back 50

using a canned presentation

Front 51

According to your text, sales managers rate which of the following skills as the single most important attribute they look for when hiring relationship salespeople?

Back 51

listening skills

Front 52

In which step of the selling process are salespeople most likely to take advantage of multimedia technologies to support their verbal message?

Back 52

sales presentation

Front 53

What should a salesperson do during the fifth step of the creative sales process?

Back 53

welcome objections

Front 54

In which step of the sales process would the salesperson call to ensure customer satisfaction and repeat business?

Back 54

follow up

Front 55

In which stage of the creative selling process would the salesperson say, "What quantity would you like to order?"

Back 55

close

Front 56

What is NOT a closing approach for a salesperson?

Back 56

a bridge close

Front 57

When a firm sets out to plan, implement, and control sales force activities, it is undertaking ________

Back 57

sales management

Front 58

_______ state what the sales force is expected to accomplish and when

Back 58

sales force objectives

Front 59

The ________ for a sales manager engaged in relationship selling will relate to customer satisfaction, loyalty, and retention

Back 59

sales force objectives

Front 60

Two kinds of individual ________ are performance and behavioral

Back 60

objectives

Front 61

An example of a behavioral objective a sales manager might set for her sales force is

Back 61

each salesperson must call on four customers each day

Front 62

An example of a performance objective a sales manager might set for his sales force is

Back 62

each salesperson should have at least $400,000 in net sales annually

Front 63

What is NOT an advantage of a geographic sales force structure?

Back 63

Salespeople develop in-depth knowledge of a product line

Front 64

Each salesperson has the responsibility for a set group of customers. This group of customers is referred to as the salesperson's ________

Back 64

sales territory

Front 65

A(n) ________ territory structure is used when the product line is technically complex in order to provide customers more expertise in the products the company produces

Back 65

product

Front 66

Kim Smith is a sales manager for a large corporation. When organizing her salesforce, Kim decided to have each selling team focus on only one very large customer. Kim has used the ________ sales force structure

Back 66

virtual

Front 67

The idea that a small number of customers account for a majority of a company's sales is referred to as the _______

Back 67

80/20 rule

Front 68

Which is the MOST necessary ingredient for any successful sales force organization?

Back 68

recruiting and hiring the right wet of salespeople

Front 69

Wis NOT necessarily a skill or quality possessed by an ideal salesperson candidate?

Back 69

management experience

Front 70

What is NOT one of the four basic types of compensation plans?

Back 70

commission plus bonus

Front 71

One of the potential drawbacks of a ________ is that salespeople might simply wait to make some sales instead of increasing their overall number of sales

Back 71

sales contest

Front 72

Management sets standards that state the amount each salesperson should sell and how sales should be divided among the company's products with ________

Back 72

sales quota

Front 73

An example of a qualitative measure a sales manager could use to evaluate his salespeople is

Back 73

the salesperson's product knowledge

Front 74

A salesperson's ________ is often related to how well he meets a set quota

Back 74

compensation

Front 75

A(n) ________ is a salesperson's write-up of her completed sales activity

Back 75

call report

Front 76

An example of a(n) ________ is a five-foot-high cardboard display of Cap'n Crunch next to Cap'n Crunch cereal boxes

Back 76

point of purchase (POP) display

Front 77

An office supply store that pays a discounted price when it orders more than twelve metal filing cabinets is receiving a(n) ________

Back 77

case allowance

Front 78

Fiona Lambrech is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Fiona wants to reach a selective market of individuals who have recently donated to international charities. What type of direct marketing is Fiona most likely to use?

Back 78

direct mail marketing

Front 79

For which operations would telemarketing efforts likely be the most successful and the most profitable?

Back 79

selling plastic bottles to a bottling company

Front 80

Organic Designs is a small, successful chain of stores offering stylish clothes made of all-organic materials for infants, toddlers, and young children. Most of the Organic Designs stores are located in urban areas. Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets. Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?

Back 80

catalog marketing

Front 81

A producer of beverages and snack foods wants to market its products to the 14-to-22-year-old demographic, providing incentives to respond instantly to time-sensitive offers. Which form of direct marketing would this producer most likely choose?

Back 81

m commerce

Front 82

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________

Back 82

personal selling

Front 83

Which situation would personal selling be the LEAST cost-effective choice?

Back 83

a chain of supermarkets selling convenience products

Front 84

When Kenneth called Southern Security to buy a safe in which to store important personal documents and possessions, he most likely talked to a(n) ________ who performed all the activities needed to process the transaction

Back 84

order taker

Front 85

You are responsible for supervising order takers at Acme, Inc. Which would you be LEAST likely to expect these people to perform?

Back 85

executing the preapproach stage of the creative selling process

Front 86

At the sales presentation for EFTPS (a type of software for making the payment of all federal taxes secure, easy, and fast), it would be most logical for which member of the sales staff to demonstrate how payments can be set up twelve months in advance and how easy it is to view payment history?

Back 86

the technical specialist

Front 87

At Boeing, salespeople work with company specialists, such as financial analysts, technical specialists, and engineers, to call on potential and current customers. This is an example of ________

Back 87

team selling

Front 88

In which type of sales job is an employee LEAST likely to focus on relationship selling?

Back 88

order taker

Front 89

Your new-business sales force is responsible for prospecting and qualifying customers. Which will likely occur?

Back 89

A salesperson may have to approach many qualified customers just to make one sale

Front 90

Marlene Arau is a member of the sales force at Urban Fashions, a clothing manufacturer. Marlene is getting ready for a first meeting with a wholesaler who is a potential customer, and she is preparing herself by learning as much as she can about the wholesaler's organization. Marlene is in the ________ step of the personal selling process

Back 90

preapproach

Front 91

As the salesperson entered the prospect's office, the salesperson extended his hand and said, "Your old college roommate Tiara Johns suggested I call on you." This action occurred in which stage of the creative selling process?

Back 91

approach

Front 92

Southern Security makes safes for storing valuables such as jewelry and family records. When Ed sold safes for the company, he had to be prepared with a response when a prospect said, "I have no room for a safe" or "My family heirlooms aren't valuable enough to put in a safe." In other words, Ed had to _______

Back 92

anticipate objections

Front 93

Southern Security makes safes for storing valuables. When Ed sold safes for the company, he would deal with a prospect's concerns such as the cost of the safe and then ask, "Are you ready to purchase a safe for your family, or are there other concerns that we need to discuss?" When Ed asked this question, he was _______

Back 93

using a last objection close

Front 94

Southern Security makes safes for storing valuables. When Ed sold safes for the company, he sometimes told a prospect, "The model safe you are looking at is on sale this week. If you wait until next week to buy, you will spend $100 more." When Ed used this approach, he was using the ________ close

Back 94

standing room only

Front 95

New Wave Music Company has decided to switch to an industry specialization structure. Which advantage is the company now LEAST likely to enjoy?

Back 95

The company can expect salespeople to develop in-depth knowledge of complex product lines

Front 96

Lyall Electric, Inc., maintains a sales force for its small appliance customers and a separate sales force for its automotive customers. Lyall Electric utilizes a(n) ________ sales force structure

Back 96

industry specialization

Front 97

A company that wanted its sales force to see a direct connection between performance and pay would most likely use which compensation plan?

Back 97

a straight commission plan

Front 98

What type of compensation plan would a company be most likely to use for its missionary salespeople?

Back 98

a straight draw plan

Front 99

At Garden and Deck Decor, a manufacturer of outdoor furniture and accessories, the marketing and sales force objective is to increase sales of the new product line while maintaining sales volume of the older product lines. Which sales force compensation plan is most likely to encourage the sales force to pursue this objective?

Back 99

quota bonus

Front 100

You want to collect information to evaluate your sales force in the New England states. Which would you be LEAST likely to consider in doing so?

Back 100

partner relationship management data (PRM)