__________ is the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision.
The practice of building ties to customers based on satisfying customer needs over time.
Bombardier makes corporate jets and its strategy involves streamlining production activities, maintaining its reputation for quality, and reducing its costs. It has developed the Continental, an airplane assembled from just a dozen large component parts. All parts are supplied by carefully chosen independent companies that share the development costs and market risk with Bombardier as part of being its suppliers. To sell subassemblies to Bombardier, the salespeople for its supplier companies used:
|C)||customer value creation.|
The objective of the approach stage of the personal selling process is:
|C)||to gain prospect's attention, stimulate interest, and make the transition to the presentation.|
|D)||to begin converting a prospect into a customer by creating a desire for the product or service.|
|E)||to obtain a purchase commitment from the prospect and create a customer.|
Alvin Whitaker has just been hired by Snapple. The firm wants Whitaker to call on supermarkets, gas stations, convenience stores, and other grocery-type outlets in Manitoba where consumers purchase point-of-sale beverages. Included in his job description are the following responsibilities: (1) stock and arrange point-of-purchase displays of present customers--60 percent of his workweek; (2) receive orders from customers and complete the transactions--40 percent of his workweek. What form of personal selling is Whitaker engaged in?
|A)||outside order taking|
|C)||inside order taking|
|E)||all of the above|
Which of the following tasks is typically the responsibility of an order taker?
|A)||preserving an ongoing relationship with existing customers|
|C)||obtaining a purchase commitment|
|D)||qualifying prospective customers|
|E)||soliciting new accounts|
The practice of using the telephone rather than personal visits to contact customers is called ______________.
When American Express Financial Services sends a direct marketing letter to consumers and encloses a reply card so the mail recipient can request more information on financial planning, it is engaging in:
The salesperson for Ferrara Pan Company has an appointment to make a sales call with the owner of a chain of convenience stores in Nova Scotia. During the pre-approach for this prospect, the salesperson should:
|A)||decide how many times he is going to close the sale.|
|B)||determine whether he needs to bring charts and graphs to the presentation or a souvenir baseball cap.|
|C)||decide if the customer will use an objection with which he is familiar.|
|D)||remove all noise from the communication channel.|
|E)||None of the above.|
The __________ stage of the personal selling process involves the initial meeting between the salesperson and prospect. Its objectives are to gain the prospect's attention, stimulate interest, and build the foundation for the sales presentation itself and the basis for a working relationship.
__________ involves adjusting the presentation to the selling situation, such as knowing when to offer solutions and when to ask for more information.
When Aramark approached the landscaping service about providing the company's employees with rented uniforms that Aramark would clean weekly, the landscaping service owner stated emphatically that she expected her employees to buy their own uniforms and keep them clean. Furthermore, she added, renting uniforms is a waste of money. The owner of the cleaning service:
|A)||qualified herself as a prospect.|
|B)||closed the sale herself.|
|C)||expressed an objection.|
|D)||used a trial close.|
|E)||forced the sales person to use a formula sales presentation format.|
SRC Refrigeration sells refrigerated display cases for flowers. When its salesperson asks a retailer, "Do you want to order the two-door model 350F or the Model 719F with the single door?" he has executed which stage of the selling process?
Homestore.com is an online real estate company that allows agents to advertise their home listings on Homestore sites for a fee. Rather than cut out the middlemen and go straight to buyers, as so many early similar Web companies sought to do, Homestore included real estate agents. The company has a 200-person sales force that calls on real estate agents every day, educating agents about Internet basics like how to use e-mail and surf the Web as well as pushing subscriptions to Homestore's network of websites. During a sales call, a Homestore salesperson asks a real estate agent if he or she would like to list homes starting today or next Monday. The salesperson is using a(n) __________ close.
Which of the following is an example of a behaviourally related sales objective?
|A)||to increase competitive knowledge|
|B)||to increase product knowledge|
|C)||to improve selling and communication skills|
|D)||to provide a higher level of customer service|
|E)||all of the above|
Cott is a large supplier of private label soft drinks for companies like Loblaws. Cott more than likely uses __________ in its dealings with Loblaws.
|D)||major account management|
The objective of the follow-up stage of the personal selling process is:
|A)||to ensure that the customer is satisfied with the product or service.|
|B)||quantify the point at which the sale can be closed.|
|C)||to obtain a purchase commitment from the prospect and create a customer.|
|D)||to determine how much training a salesperson needs.|
|E)||to begin converting a prospect into a customer by creating a desire for the product or service.|
The three major tasks involved in the implementation stage of the sales management process are:
|A)||sales force recruitment and selection, sales force training, and sales force motivation and compensation.|
|B)||developing account management policies, implementing the account management policies, correcting the account management policies.|
|C)||setting sales objectives, organizing the sales force, and developing account management policies.|
|D)||organizing the sales force, quantitative assessment, and follow-up.|
|E)||organizing the sales force, setting motivational sales quotas, and evaluating the individual members of the sales force.|
What is the final stage of the sales-force management process?
|E)||Pre-Test sales-force management|
Salesforce.com was one of the first to deliver customer relationship management (CRM) software over the Internet. Many companies are using CRM to create more sales with existing customers. Salesforce.com is banking on the increasing importance of __________ as a growing source of sales.
|E)||sales force automation|
Sales-force management is most accurately defined as the:
|A)||allocation of funds for promotion and advertising.|
|B)||recruiting, hiring or firing, and training of a company's sales force.|
|C)||segmentation and selection of target markets to be addressed by a company's sales force.|
|D)||planning of the selling program and implementing and controlling of the personal selling effort of the firm.|
|E)||process of assigning territories and providing appropriate compensation for sales force performance.|
Which of the following statements about personal selling is true?
|A)||Salespeople are the company in consumers' eyes.|
|B)||Typically salespeople are a dominant force when a company's marketing relies on a pull strategy.|
|C)||In terms of the marketing mix, personal selling is part of distribution.|
|D)||The customer is the link between the company and its sales force.|
|E)||All of the above statements about personal selling are true.|
Homestore.com is an online real estate company that allows agents to advertise their home listings on Homestore sites for a fee. Rather than cut out the middlemen and go straight to buyers, as so many early similar Web companies sought to do, Homestore included real estate agents. The company has a 200-person sales force that calls on real estate agents every day, educating agents about Internet basics like how to use e-mail and surf the Web as well as pushing subscriptions to Homestore's network of websites. How would you classify the Homestore salesforce?
|A)||as rack jobbers|
|B)||as inside order takers|
|C)||as order getters|
|D)||as outside order takers|
|E)||as sales engineers|
Which of the following activities is NOT typically a responsibility of an order taker?
|A)||processing of routine orders|
|B)||replenishing inventory of resellers|
|C)||soliciting new accounts|
|D)||answering simple questions|
|E)||completing customer transactions|
What kind of salesperson are you most likely to find working in the giftware industry?
The people at the Estee Lauder cosmetics counter of a department store are called:
|A)||inside order takers.|
|C)||inside order getters.|
|D)||outside order getters.|
|E)||inbound order getters.|
Identifying the prospect's role in the buying center would be typically done at the __________ stage of the personal selling process:
Encyclopaedia Britannica pays to have a business reply card bound into magazines adjacent to its advertisement. The ad asks people to return the card for more information on how its encyclopaedias can help children do better in school. Encyclopaedia Britannica is engaging in:
Petra has just purchased a formal for her spring formal. When the retail sales clerk asks Petra if she would also like to buy shoes to match her dress, the sales clerk is using:
At the __________ stage in the personal selling process, a salesperson begins converting a prospect into a customer by creating a desire for the product he or she is selling.
In which of the following sales situation is consultative selling most likely to occur?
|A)||Len sells raffle tickets for his Rugby Club.|
|B)||The convenience store clerk sells Bernice a soda and some chips.|
|C)||Alcan buys aluminium ingots that it turns into sheet aluminium.|
|D)||The teacher buys Valentine's presents for her students.|
|E)||Jan buys a pair of Creed concert tickets over the phone.|
A purchasing agent who has previously ordered from your company refuses to reorder on the grounds that "your deliveries are always late." You respond by saying courteously, "You're absolutely right, and I am going to make it my business to be sure that never happens again." Which method have you used to handle the customer's objection?
|C)||agreeing and neutralizing|
If during the sales presentation, the salesperson notes that the prospect's body language looks positive, he or she might try a(n) __________ close.
A sales plan is a:
|A)||method of determining a fair and equitable compensation plan that considers more than simply sales revenue; it includes a weighted system for different types of items or different sized territories to cover.|
|B)||method of identifying the target market that most closely meets the special skills of the sales force.|
|C)||formula-based method for determining the size of a sales force that integrates the number of customers served, call frequency, call length, and available selling time to arrive at a sales force size figure.|
|D)||statement describing what is to be achieved and where and how the selling effort of salespeople is to be directed.|
|E)||evaluation methodology that specifies times and places for direct communications between salespeople and their supervisor.|
The three types of sales objectives are input-related, output-related, and:
"Yes the price is high because we have the finest materials." This statement is an example of the following form of handling objections:
|A)||Acknowledge and convert|
|B)||Delay and deny|
|C)||Convert and postpone|
|D)||Ignoring and distracting|
|E)||None of the above.|
Research on salesperson motivation suggests that what produces motivated salespeople is a clear job description, effective sales management practices, a personal need for achievement, and:
|A)||freedom to do one's own thing.|
|B)||an unlimited expense account.|
|C)||proper compensation, incentives or rewards.|
|D)||a higher-than-average salary.|
|E)||someone who micromanages him/her.|
Homestore.com is an online real estate company that allows agents to advertise their home listings on Homestore sites for a fee. When it started, Internet experts thought it would fail because rather than cut out the middlemen and go straight to buyers, as so many early similar Web companies sought to do, Homestore included real estate agents. The company has a 200-person sales force that calls on real estate agents every day, educating agents about Internet basics like how to use e-mail and surf the Web as well as pushing subscriptions to Homestore's network of websites. Homestore uses a combination compensation plan because it:
|A)||wants to provide the highest level of motivation possible.|
|B)||was not sure its product was marketable, but it wanted to keep its sales force long enough to test market the idea.|
|C)||expects its salespeople to engage in a number of non-selling activities but still wants to reward them for their sales.|
|D)||wanted its salespeople to avoid non-selling activities whenever possible.|
|E)||did not want its salespeople to feel pressured to make sales.|
Before the salespeople for Ascom Timeplex, Inc., set out to make a sales call, they use their laptop computers to dial into the company's database. There, the salespeople can retrieve the latest price lists, engineering and configuring notes for each customer, and status reports on previous orders. The laptops can also be used to send customer orders to Ascom Timeplex headquarters. __________ helps make the Ascom Timeplex salespeople more efficient and more effective.
A need-satisfaction sales presentation that involves adjusting the presentation to fit the selling situation.
The___________ format assumes that given the appropriate cues from the salesperson the prospect will buy.