Personal Selling and Sales Promotion MCQ

7/24/2019 Kotler Chapter 16 MCQ
Chapter 16 Personal Selling and Sales Promotion
1) Which of the following elements of the promotion mix involves making personal connections
with customers for the purpose of making sales?
A) personal selling
B)
C) advertising
e-commerce
D) pulicit!
") pulic relations
Answer# A
Diff# 1 $age %ef# &'(
kill# Concept
*+ective# 1,-1
) A ........ is an individual acting on ehalf of a compan! who performs one or more of the
following activities# prospecting/ communicating/ servicing/ and information gathering0
A) press assistant
B) sales agent
C) marketing director
D) salesperson
") pulicist
Answer# D
Diff# 1 $age %ef# &'
kill# Concept
*+ective# 1,-1
2) ........ involves two-wa!/ personal communication etween salespeople and individual
customers/ either in person/ ! telephone/ or through We conferences0

A) Advertising
B) $ulic relations
C) $ersonal selling
D) 3elemarketing
") 4ntegrated marketing communication
Answer# C
Diff# 1 $age %ef# &'
AACB# Communication
kill# Concept
*+ective# 1,-1
1
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&) What is the role of a chief revenue/ or chief customer/ officer?

A) to oversee sales
B) to oversee marketing
C) to oversee oth marketing and sales
D) to represent customers to the compan!
") to represent
Answer# C the compan! to customers
Diff#  $age %ef# &,6-&,1
kill# Concept
*+ective# 1,-1
') A compan! can unite its marketing and sales functions through all of the following activities
"8C"$3 ........0
A) assigning a telemarketer the task of visiting a customer
B) arranging +oint meetings to clarif! all aspects of communication
C) appointing a chief customer officer to oversee oth departments
D) having arand
") sending salesperson preview
managers adscalls
on sales and sales-promotion campaigns
with a salesperson
Answer# A
Diff# 2 $age %ef# &,6-&,1
AACB# Anal!tic kills
kill# Concept
*+ective# 1,-1
,) When a compan! sets out to anal!9e/ plan/ implement/ and control sales force activities/ the
compan! is undertaking ........0
A) sales design
B) sales force management
C) group sales efforts
D) co-op selling and advertising
") promotional o+ectives
Answer# B
Diff# 1 $age %ef# &,1
kill# Concept
*+ective# 1,-
12
:) *f the three t!pical t!pes of sales force structures/ which one is often supported ! man!
levels of sales management positions in specific geographical areas?
A) territorial
B) product
C) customer
D) complex
") A and B s!stems
Answer# A
Diff#  $age %ef# &,1
kill# Concept
*+ective# 1,-
() All of the following are considered advantages of a territorial sales force structure "8C"$3
........0
A) travel expenses can e minimi9ed
B) each salesperson;s +o is clearl! defined
C) accountailit! is clearl! defined for each salesperson
D) salespeople develop in-depth knowledge of a product line
") salespeople have the opportunit! and incentive to uild strong relationships with customers
Answer# D
AACB# %eflective 3hinking
kill# Concept
*+ective# 1,-
) Which of the following is <*3 a disadvantage of a product sales force structure?

A) extra selling costs involved with multiple sales visits from separate divisions
B) overlapping use of resources with ig customers
C) salespeople spending time to see the same customer;s purchasing agents
D) increased customer deliver! time
") B and C
Answer# D
Diff# 2 $age %ef# &,
kill# Concept
*+ective# 1,-
16) Companies that use a customer sales force structure organi9e their salespeople ! ........0
A) product
B) territor!
C) industr!
D) demand
") hierarch!
Answer# C
Diff#  $age %ef# &,
kill# Concept
*+ective# 1,-
1&
11) 7ewlett-$ackard;s Customer ales =roup >C=) caused frustration among customers and
salespeople0 What was the primar! prolem with the sales force structure of C=?
A) 3he marketing and sales divisions had overlapping responsiilities/ which caused friction0
B) alespeople developed expertise in onl! one product area/ which limited their sales
commissions0
C)
D) alespeople
alespeople speciali9ed in selling
were responsile onl! toall
for selling specific customers
7-$ products and specific
instead industries0
of speciali9ing in a few
products0
") 3he sales department was divided ! product lines/ which complicated customer service
issues0
Answer# D
kill# Concept
*+ective# 1,-
1) What
A) the do man!
workload companies use to determine sales force si9e?
approach
B) product availailit!
C) demographic characteristics of the sales force
D) the outside sales force method
") profit margin
Answer# A
Diff#  $age %ef# &,&
kill# Concept
*+ective# 1,-
12) What is the term used to identif! the individuals in a compan! who travel to call on
customers in the field?
A) product sales force
B) outside sales force
C) inside sales force
D) complex sales force
") customer sales force
Answer# B
Diff# 1 $age %ef# &,&
kill# Concept
*+ective# 1,-
1'
1&) emers of a compan!;s ........ conduct usiness from their offices using telephones/ e-
mails/ or visits from prospective u!ers to generate sales0
A) outside sales force
B) inside sales force
C) complex sales force
D) customer
") product sales
sales force
force
Answer# B
kill# Concept
*+ective# 1,-
1') 3o reduce time demands on their outside sales forces/ man! companies have increased the
si9e of their inside sales forces/ which include technical support people/ sales assistants/ and
........0
A) retail supervisors
B) sales managers
C) telemarketers
D) accountants
") programmers
Answer# C
Diff# 1 $age %ef# &,'
AACB# @se of 43
kill# Concept
*+ective# 1,-
1,) A sales assistant working for an outside sales force will most likel! have all of the following
duties "8C"$3 ........0
A) answering customer;s uestions when a salesperson is unavailale
B) providing administrative ackup
C) confirming appointments
D) following up on deliveries
") determining price points
Answer# "
Diff#  $age %ef# &,'
kill# Concept
*+ective# 1,-
1,
1:) According to the opening scenario/ the success of CDW Corporation is the direct result of its
salespeople ........0
A) working closel! with the marketing department to manage accounts
B) receiving onuses ased on customer satisfaction surve!s
C) receiving extensive training on complex computer s!stems
D) developing
") using close/ personal
We conferencing andrelationships withcustomers
e-mail to assist customers
Answer# D
Diff# 2 $age %ef# &,'-&,,
kill# Concept
*+ective# 1,-
1() 3he growing trend of using a group of people from sales/ marketing/ engineering/ finance/
technical support/ and even upper management to service large/ complex accounts is known as
........ selling0
A) department
B) multiple
C) team
D) personal
") simultaneous
Answer# C
Diff# 1 $age %ef# &,,
kill# Concept
*+ective# 1,-
1) Which of the following most likel! explains wh! companies are adopting the team selling
approach to service large/ complex accounts?
A) $roducts have ecome too complicated for one salesperson to support0
B) Customers prefer dealing with man! salespeople rather than one sales representative0
C) alespeople prefer working in groups ecause of the opportunit! for flex hours and +o
sharing0
D) A group of salespeople assigned to one account is cost effective for corporations0
") ewer skilled salespeople are working in the high-tech industr!0
Answer# A
kill# Concept
*+ective# 1,-
1:
6) All of the following are disadvantages of the team selling approach "8C"$3 ........0
A) elling teams can overwhelm customers0
B) an! salespeople are unaccustomed to working with others0
C) elling teams increase costs and are time consuming0
D) 4ndividual contriutions and compensations can e difficult to assess0
") ost salespeople

Answer# C are trained to excel in individual performance0
kill# Concept
*+ective# 1,-
1) All of the following are prolems associated with the poor selection of salespeople "8C"$3
........0
A) lower sales
B) costl! turnover
C)
D) less
less productivit!
office support
") disrupted customer relationships
Answer# D
Diff#  $age %ef# &,,
kill# Concept
*+ective# 1,-
) According to research/ which of the following is one of the four ke! talents a successful
salesperson must possess?
A) managerial skills
B) disciplined work st!le
C) aggressive personalit!
D) technological know-how
") fluenc! in a second language
Answer# B
Diff#  $age %ef# &,:
kill# Concept
*+ective# 1,-
2) During the hiring process/ companies that test sales applicants t!picall! measure all of the
following ailities "8C"$3 ........0
A) sales aptitude
B) organi9ational skills
C) accounting skills
D) anal!tical skills
") personalit! traits
Answer# C
kill# Concept
*+ective# 1,-
1(
&) 3he purpose of a training program for salespeople is to teach them aout all of the following
"8C"$3 ........0
A) customers; u!ing haits
B) customers; u!ing motives
C) the compan!;s main competitors
D) the compan!;s
") the compan! retirement enefits
organi9ational structure
Answer# D
kill# Concept
*+ective# 1,-
') What is the primar! reason that companies use e-learning to conduct sales training
programs?
A) Customer needs and haits are easil! conve!ed through e-learning0
B) Customers appreciate the flexiilit! of e-learning0
C)
D) "-learning
"-learning allows for more
is the est wa! toemplo!ee
simulate feedack0
sales calls0
") "-learning cuts training costs0
Answer# "
AACB# @se of 43
kill# Concept
*+ective# 1,-
,) 7ow do e-learning centers/ such as the one developed ! 4nternational %ectifier/ help
salespeople make sales?
A) alespeople can refresh their knowledge aout compan! products prior to making sales calls0
B) alespeople can attend training sessions from their home offices/ which saves time and
mone!0
C) "-learning centers enale salespeople and customers to interact through We conferencing0
D) "valuation diagnostic tools in e-learning centers help managers monitor sales personnel0
") "-learning centers provide product information to current customers0
Answer# A
Diff# 2 $age %ef# &,(
AACB# @se of 43
kill# Concept
*+ective# 1,-
1
:) Commissions or onuses that a salesperson receives from a compan! are categori9ed as the
........0
A) ase salar!
B) fixed amount
C) variale amount
D) fringe enefit
") pension plan
Answer# C
Diff#  $age %ef# &,(
kill# Concept
*+ective# 1,-
() All of the following are a asic t!pe of compensation plan for salespeople "8C"$3
........0
A) straight commission
B) straight salar!
C)
D) salar! and commission
commission plus onus
") salar! plus onus
Answer# D
Diff#  $age %ef# &,(
kill# Concept
*+ective# 1,-
) Companies are increasingl! moving awa! from high commission compensation plans
ecause such plans often lead to salespeople ........0
A) undermining the work of the inside sales team
B) ignoring management and marketing o+ectives
C) eing too push! and ruining customer relationships
D) working multiple sales +os to maximi9e their income
") spend too much time traveling etween customers
Answer# C
Diff# 2 $age %ef# &,
kill# Concept
*+ective# 1,-
26) Which sales management tool helps a salesperson know which customers to visit and which
activities to carr! out during a week?
A) time-and-dut! anal!sis
B) sales force automation s!stems
C) call plan
D) sales uota plan
") positive incentives plan
Answer# C
Diff#  $age %ef# &,
kill# Concept
*+ective# 1,-
126
21) Companies are alwa!s looking for wa!s to increase face-to-face selling time0 All of the
following are wa!s to accomplish this goal "8C"$3 ........0
A) using phones and video conferencing instead of traveling
B) simplif!ing record keeping and other administrative tasks
C) developing etter sales-call and routing plans
D) reducing the
") suppl!ing numer
more of customers
and etter customereach sales rep must visit
information
Answer# D
kill# Concept
*+ective# 1,-
2) Which of the following is an advantage created ! the use of a sales force automation
s!stem?
A) lower costs for training sales personnel
B)
C) increased
decreased motivation
need for anto acuire
inside new
sales customers
force
D) stronger organi9ational climate developed ! the sales team
") more efficient scheduling of sales calls and sales presentations
Answer# "
Diff# 2 $age %ef# &:6
AACB# @se of 43
kill# Concept
*+ective# 1,-
22) irms that have adopted sales force automation s!stems most likel! use all of the following
tools "8C"$3 ........0
A) customer-contact and relationship management software
B) time-and-dut! anal!sis software
C) smart phones
D) laptop computers
") Wecams for videoconferencing
Answer# B
Diff#  $age %ef# &:6
AACB# @se of 43
kill# Concept
*+ective# 1,-
121
2&) 3he process of receiving drug marketing information through product We sites is known as
........0
A) e-detailing
B) e-learning
C) We conferencing
D) We interfacing
") automated selling
Answer# A
AACB# @se of 43
kill# Concept
*+ective# 1,-
2') Which of the following is a potential drawack of using We-ased technologies for making
sales presentations and servicing accounts?
A) alespeople have to invest more time in preparing for this t!pe of interaction with customers0
B)
C) 3he
3he cost of the
s!stems cantechnolog!
intimidateoutweighs an!
salespeople savings
who gained !with
are unfamiliar eliminating the need for travel0
the technolog!0
D) Customers are less likel! to u! the product when a We conference is used0
") Customers lack the technolog! reuired to participate in a We conference0
Answer# C
AACB# @se of 43
kill# Concept
*+ective# 1,-
2,) A compan! that treats its salespeople as valuale contriutors with unlimited income
opportunities has developed a>n) ........ that will have fewer turnovers and higher sales force
performance0
A) sales force s!stem
B) organi9ational climate
C) compensation package
D) sales structure
") workload
Answer# B
kill# Concept
*+ective# 1,-
12
2:) A sales ........ is the standard that estalishes the amount each salesperson should sell and
how sales should e divided among the compan!;s products0
A) goal
B) task
C) uota
D) incentive
") contest
Answer# C
kill# Concept
*+ective# 1,-
2() ales ........ encourage a sales force to make a selling effort that is aove and e!ond the
normal expectation0
A) contests
B) uotas
C)
D) meetings
reports
") plans
Answer# A
kill# Concept
*+ective# 1,-
2) A salesperson;s ........ is often related to how well he or she meets a sales uota0
A) profit-sharing plan
B) compensation
C) call report
D) sales report
") expense report
Answer# B
kill# Concept
*+ective# 1,-
&6) A>n) ........ is a salesperson;s write-up of his or her completed sales activities0
A) call plan
B) call report
C) sales report
D) expense report
") time-and-dut! anal!sis
Answer# B
kill# Concept
*+ective# 1,-
122
&1) Which of the following uestions would provide management with the "A3 eneficial
information regarding the performance of its sales force?
A) 4s the sales force meeting its profit o+ectives?
B) 4s the sales force working well with the marketing team?
C) Are sales force costs in line with sales force outcomes?
D) 4s thethe
") Does sales force
sales accomplishing
force complete itsits customer
sales reportsrelationship
and expenseo+ectives?
reports in a timel! manner?
Answer# "
Diff# 2 $age %ef# &:
kill# Concept
*+ective# 1,-
&) $rospecting is the step in the selling process in which the salesperson ........0
A) gathers information aout a prospective customer efore making a sales call
B) meets the customer for the first time
C)
D) identifies ualifiedvalue
tells the product;s potential customers
stor! to the customer
") clarifies and overcomes customer o+ections to u!ing
Answer# C
Diff#  $age %ef# &:
kill# Concept
*+ective# 1,-2
&2) A salesperson in the prospecting stage most likel! identifies potential customers through all
of the following methods "8C"$3 ........0
A) referrals from competing salespeople
B) referrals from current customers
C) referrals from dealers
D) referrals from suppliers
") cold calling
Answer# A
kill# Concept
*+ective# 1,-2
12&
&&) Which of the following is the "A3 relevant characteristic that a salesperson should
consider when ualif!ing a prospect?
A) financial ailit!
B) longevit! in the market
C) special needs
D) locationof usiness
") volume
Answer# B
Diff# 2 $age %ef# &:
kill# Concept
*+ective# 1,-2
&') During the prospecting stage/ a salesperson needs to discriminate etween good leads and
poor leads/ which is known as ........0
A) closing
B) referring
C) presenting
D) ualif!ing
") approaching
Answer# D
kill# Concept
*+ective# 1,-2
&,) A salesperson who researches a compan!;s u!ing st!les and product line is most likel! in
the ........ stage of the selling process0
A) prospecting
B) preapproach
C) approach
D) presentation
") closing
Answer# B
kill# Concept
*+ective# 1,-2
12'
&:) 3he salesperson meets the customer for the first time in the ........ step of the selling
process0
A) prospecting
B) ualif!ing
C) preapproach
D) approach
") presentation
Answer# D
kill# Concept
*+ective# 1,-2
&() 3echnologies such as CDs/ DEDs/ handheld computers/ interactive white oards/ and laptop
computers enale salespeople to enhance the ........ stage of the selling process0
A) prospecting and ualif!ing
B) preapproach
C)
D) presentation
closing and demonstration
") follow-up
Answer# C
Diff#  $age %ef# &:&
AACB# @se of 43
kill# Concept
*+ective# 1,-2
&) Which t!pe of sales approach is est for toda!;s customers who expect answers/ results/ and
useful products?
A) hard-sell
B) customer-solution
C) ra99le-da99le
D) sales development
") personal relationship
Answer# B
kill# Concept
*+ective# 1,-2
12,
'6) According to a surve! of purchasers/ ........ and ........ skills are the most important
ualities for a salesperson0
A) listeningF prolem-solving
B) presentationF listening
C) candorF prolem-solving
D) concernF interpersonal
") presentationF prolem-solving
Answer# A
kill# Concept
*+ective# 1,-2
'1) A salesperson should seek out/ clarif!/ and overcome an! customer o+ections during the
sales presentation in order to ........0
A) offer the u!er a discount for placing an order
B)
C) minimi9e
compliment thethe
u!er;s
u!erconcerns aout the
for mentioning theproduct
o+ections
D) turn the o+ections into reasons for u!ing
") turn the o+ections into an opportunit! for humor
Answer# D
Diff# 2 $age %ef# &:&
kill# Concept
*+ective# 1,-2
') 3he step of ........ is difficult for some salespeople ecause the! lack confidence/ feel
guilt! aout asking for an order/ or ma! not recogni9e the right time to ask for an order0
A) approaching the prospect
B) making a presentation
C) handling o+ections
D) closing the sale
") following up
Answer# D
kill# Concept
*+ective# 1,-2
12:
'2) alespeople should e trained to recogni9e ........ signals from the u!er/ which can
include ph!sical actions such as leaning forward and nodding or asking uestions aout prices
and credit terms0
A) ualif!ing
B) approach
C)
D) o+ection
closing
") follow-up
Answer# D
Diff# 1 $age %ef# &:&-&:'
kill# Concept
*+ective# 1,-2
'&) Which step in the sales process is necessar! to ensure customer satisfaction and repeat
usiness?
A) proper approach
B) professional presentation
C) handling o+ections
D) ualif!ing prospects
") follow-up
Answer# "
Diff# 1 $age %ef# &:'
kill# Concept
*+ective# 1,-2
'') 3he sales force of CDW Corporation/ as descried in the opening scenario/ develops strong
relationships with customers as part of the ........ stage of the selling process0
A) prospecting
B) approach
C) demonstration
D) closing
") follow-up
Answer# "
Diff#  $age %ef# &:'
kill# Concept
*+ective# 1,-
12(
',) A ........ consists of short-term incentives to encourage the immediate purchase of a

product or service0
A) patronage reward
B) segmented promotion
C) sales incentive
D) sales promotion
") pulicit! stunt
Answer# D
kill# Concept
*+ective# 1,-&
':) Ealue merchant salespeople document and demonstrate the superior value of their products
and services in hopes of ........0
A) earning usiness from customers ased on low prices
B) gaining long-term usiness from customers
C) closing deals uickl! to meet team sales uotas
D) gaining short-term sales that increase annual sales volume
") challenging customers to find etter deals for products and services
Answer# B
Diff# 2 $age %ef# &:,
kill# Concept
*+ective# 1,-&
'() A salesperson who would e categori9ed as a value spendthrift has which of the following
ehaviors?
A) elieves management pursues a value-driven strateg!
B) regularl! gains more usiness at the same price
C) concedes on price in order to uickl! close sales deals
D) documents claims to customers aout superior monetar! value
") explains to the firm that it needs more evidence of excellent value
Answer# C
kill# Concept
*+ective# 1,-&
') Ealue merchant salespeople possess which of the following characteristics?

A) 3he! give awa! services for free in order to close sales deals0
B) 3he! tell the compan! that customers are onl! concerned with price0
C) 3he! focus on revenue and volume components of their compensation plan0
D) 3he! give price concessions without making changes in the market offering0
") 3he! make sales ased on cost of ownership comparisons against competitors0
Answer# "
kill# Concept
*+ective# 1,-&
12
,6) ales promotions are targeted toward all of the following "8C"$3 ........0
A) retailers
B) investors
C) final u!ers
D) usiness customers
") memers
Answer# B of the sales force
Diff#  $age %ef# &::
kill# Concept
*+ective# 1,-&
,1) 3he rapid growth of sales promotions in consumer markets is most likel! the result of all of
the following factors "8C"$3 ........0
A) consumers and large retailers ecoming more deal oriented
B) product managers facing pressure to increase current sales
C) competing rands attempting to differentiate from each other
D) consumers using the 4nternet to search for deals and save mone!
") advertising efficienc! on the decline ecause of rising costs and media clutter
Answer# D
Diff# 2 $age %ef# &::-&:(
kill# Concept
*+ective# 1,-&
,) Consumers are increasingl! ignoring promotions and not making immediate purchases
ecause of ........0
A) advertising speciali9ation
B) promotion clutter
C) promotional marketing
D) advertising clutter
") promotion fatigue
Answer# B
Diff# 1 $age %ef# &:(
kill# Concept
*+ective# 1,-&
,2) ellers use trade promotions for all of the following reasons "8C"$3 to ........0
A) encourage retailers to carr! more inventor!
B) convince retailers to advertise the product
C) gain more shelf space for the product
D) encourage salespeople to sign up new accounts
") persuade retailers to u! products in advance
Answer# D
Diff#  $age %ef# &:(
kill# Concept
*+ective# 1,-&
1&6
,&) 4nstead of creating onl! short-term sales or temporar! rand switching/ ........ should
reinforce a product;s position and uild long-term customer relationships0
A) sales promotions
B) promotion clutter
C) pulic relations
D) trade promotions
") advertising
Answer# A
Diff#  $age %ef# &:(
kill# Concept
*+ective# 1,-&
,') *f the main consumer promotion tools/ which is the *3 effective for introducing a new
product or creating excitement for an existing one?
A) coupons
B) samples
C) cash refunds
D) price packs
") contests
Answer# B
Diff#  $age %ef# &:
kill# Concept
*+ective# 1,-&
,,) Which of the following consumer promotion tools is the *3 costl! for companies?
A) samples
B) coupons
C) premiums
D) cash refunds
") price packs
Answer# A
Diff#  $age %ef# &:
kill# Concept
*+ective# 1,-&
,:) Which consumer promotion tool reuires consumers to send a proof of purchase to the
manufacturer?
A) cents-off deals
B) coupons
C) samples
D) cash refunds
") promotional products
Answer# D
Diff#  $age %ef# &(6
kill# Concept
*+ective# 1,-&
1&1
,() Which of the following involves marking a reduced price directl! on a product;s packaging
and often results in the stimulation of short-term sales?
A) promotional products
B) patronage rewards
C) price packs
D) samples
") reates
Answer# C
kill# Concept
*+ective# 1,-&
,) ........ are goods offered either free or at low cost as an incentive to u! a product0
A) Coupons
B) $remiums
C) $rice packs
D) Cash refund offers
") $oint-of-purchase promotions
Answer# B
kill# Concept
*+ective# 1,-&
:6) A ........ has the advertiser;s name on it and is given as a gift to consumers0
A) sample
B) price pack
C) cents-off deal
D) promotional product
") corporate identit! material
Answer# D
Diff# 1 $age %ef# &(6
kill# Concept
*+ective# 1,-&
:1) Which consumer promotion offers consumers the chance to win something ! presenting
them with an item such as a scratch-off card or a ingo numer?
A) game
B) contest
C) price pack
D) sweepstakes
") point-of-purchase promotion
Answer# A
kill# Concept
*+ective# 1,-&
1&
:) arathons/ concerts/ and festivals with corporate sponsors are examples of ........0
A) point-of-purchase promotions
B) usiness promotions
C) trade promotions
D) event marketing
") personal
Answer# D selling
kill# Concept
*+ective# 1,-&
:2) Business promotion tools are used for all of the following reasons "8C"$3 to ........0
A) generate usiness leads
B) stimulate purchases
C) reward customers
D) motivate salespeople
") increase manufacturing
Answer# "
kill# Concept
*+ective# 1,-&
:&) 3rade shows offer manufacturers the opportunit! to do all of the following "8C"$3
........0
A) estalish a sales contest
B) find new sales leads
C) contact customers
D) introduce new products
") educate customers
Answer# A
Diff#  $age %ef# &(
kill# Concept
*+ective# 1,-&
:') Which of the following uestions would e the est one to help a marketer evaluate the
return on a sales promotion investment?
A) Did the promotion run too long or too short?
B) Did customers en+o! the events associated with the promotion?
C) Did customers search the promotion;s We site for additional product information?
D) Did the promotion increase purchases from current customers or attract new customers?
") Did the distriution of the promotional information match consumer expectations and needs?
Answer# D
Diff# 2 $age %ef# &(
kill# Concept
*+ective# 1,-&
1&2
:,) 3oda!/ most salespeople are well-educated/ well-trained professionals who work to uild and
maintain long-term customer relationships ! listening to their customers/ assessing their needs/
and organi9ing the compan!;s efforts to solve customer prolems0
Answer# 3%@"
Diff# 2 $age %ef# &'(
kill# Concept
*+ective# 1,-1
::) $ersonal selling is the interpersonal component of the promotion mix0

Answer# 3%@"
Diff#  $age %ef# &'
kill# Concept
*+ective# 1,-1
:() ome corporations have no sales force/ while others utili9e sales agents/ rokers/ or
manufacturer;s reps0
Answer# 3%@"
kill# Concept
*+ective# 1,-1
:) Developing sales force strateg! and structure is a minor element of sales force management
and is an aspect that most companies fail to spend much time considering0
Answer# A"
kill# Concept
*+ective# 1,-
(6) *f all the wa!s to structure a sales force/ product sales force structure is most effective in
helping the compan! to ecome more customer focused and uild closer relationships with
important customers0
Answer# A"
kill# Concept
*+ective# 1,-
(1) 3he growth of product management has contriuted to the increasing adoption of customer
sales force structures0
Answer# A"
kill# Concept
*+ective# 1,-
1&&
() Gen Glein is a uperior ro9en oods salesman responsile for customers in the southwest
region of 3exas0 uperior ro9en oods most likel! uses a territorial sales force structure0
Answer# 3%@"
kill# Application
*+ective# 1,-
(2) Blackstone 3ools manufactures screwdrivers/ wrenches/ and pliers/ which are sold at large
hardware stores0 Hohn =arcia handles the 7ome Depot account/ while elinda West manages the
owe;s account0 Blackstone 3ools most likel! uses a product sales force structure0
Answer# A"
Diff# 2 $age %ef# &,1-&,
*+ective# 1,-
(&) Complex sales force structures include speciali9ation ! customer and territor!/ ! product
and territor!/ ! product and customer/ and ! territor!/ product/ and customer0
Answer# 3%@"
kill# Concept
*+ective# 1,-
(') 7ewlett-$ackard salespeople spend more time with customers now that their administrative
reuirements have een decreased0
Answer# 3%@"
kill# Concept
*+ective# 1,-
(,) 3he workload approach to set sales force si9e is outdated0

Answer# A"
kill# Concept
*+ective# 1,-
(:) Blue tar uppl! Compan! wants its outside salespeople to spend more time with customers0
*ne wa! for Blue tar to accomplish this goal would e for the compan! to hire additional
technical support people and sales assistants0
Answer# 3%@"
Diff# 2 $age %ef# &,&-&,'
*+ective# 1,-
1&'
(() As a result of the federal government;s Do <ot Call %egistr!/ telemarketing is now rarel!
used0
Answer# A"
Diff#  $age %ef# &,'
kill# Concept
*+ective# 1,-
() 3eam selling is ideal when customer prolems ecome more complex and customers ecome
larger and more demanding0 ales teams have the advantage of uncovering prolems that an
individual would not/ and sales teams can develop new opportunities as well0
Answer# 3%@"
kill# Concept
*+ective# 1,-
6) A-1 $harmaceuticals reuires new salespeople to receive training through seminars/ sales
meetings/ and e-learning sessions efore the! meeting customers0 3he program used ! A-1 is
t!pical for @00 companies that rel! on skilled and knowledgeale salespeople0
Answer# 3%@"
*+ective# 1,-
1) 3o discourage a salesperson from ruining a customer relationship ! pushing too hard to
close a deal in order to earn a commission/ companies are designing compensation plans that
reward salespeople for uilding customer relationships and growing the long-run value of each
customer0
Answer# 3%@"
kill# Concept
*+ective# 1,-
) ales force automation s!stems have een developed for improving how salespeople feel
aout their opportunities and value0
Answer# A"
kill# Concept
*+ective# 1,-
1&,
2) 4f Hohnn! $age;s compan! is like most consumer goods companies toda!/ he can oost sales
force morale and performance through his organi9ational climate/ sales uotas/ and positive
incentives0
Answer# 3%@"

*+ective# 1,-
&) ormal sales force evaluations reuire management to develop and communicate clear
standards for +udging performance/ and the! provide salespeople with constructive feedack and
motivation to perform well0
Answer# 3%@"
kill# Concept
*+ective# 1,-
') During the presentation step of the selling process/ the salesperson tells the customer the
value stor! of the product0
Answer# 3%@"
kill# Concept
*+ective# 1,-2
,) Because customers almost alwa!s have o+ections during the presentation or closing step of
the selling process/ all salespeople need special training in how to deal with customer o+ections0
Answer# 3%@"
kill# Concept
*+ective# 1,-2
:) ales promotion consists of long-term incentives to encourage purchases or sales of a

product or service0
Answer# A"
Diff# 1 $age %ef# &:'
kill# Concept
*+ective# 1,-&
() A product demonstration that occurs in a grocer! store or a department store is an example of
a point-of-purchase promotion0
Answer# 3%@"
kill# Concept
*+ective# 1,-&
1&:
) anufacturers direct more sales promotion dollars toward final consumers than toward
retailers0
Answer# A"
kill# Concept
*+ective# 1,-&
166) anufacturers ma! offer an allowance in return for the retailer;s agreement to feature the
manufacturer;s products in some wa!0
Answer# 3%@"
kill# Concept
*+ective# 1,-&
161) 4n a short essa!/ descrie the nature of personal selling and the role of the sales force0
Answer# 3oda!/ most salespeople are well-educated and well-trained professionals who work to
uild and needs/

customer maintainandlong-term customer
organi9ing relationships
the compan!;s efforts!
to listening to theirprolems0
solve customer customers/alespeople
assessing
act as order takers/ order getters/ and creative sellers0 $ersonal selling is the interpersonal arm of
the promotion mix0 3he sales force acts as a critical link etween a compan! and its customers0
alespeople represent the compan! to the customer and the customer to the compan! to produce
customer satisfaction and compan! profit0
Diff#  $age %ef# &'(-&,6
*+ective# 1,-1
16) Discuss the differences etween the three ma+or sales force structures0 What are the
potential enefits of each structure?
Answer# 4n the territorial sales force structure/ each salesperson is assigned to an exclusive
geographic area and sells the compan!;s full line of products or services to all customers in that
territor!0 3his organi9ation clearl! defines each person;s +o/ fixes accountailit!/ and increases
the person;s desire to uild local usiness relationships that improve selling effectiveness0 3he
product sales force structure allows the sales force to sell along product linesF the seller ecomes
ver! knowledgeale aout products0 3his method can cause duplication of efforts and several
salespersons calling on the same accounts0 3he customer sales force structure organi9es along
customer or industr! linesF this can help a compan! to ecome more customer focused and uild
closer relationships with important customers0
Diff# 2 $age %ef# &,1-&,
*+ective# 1,-
1&(
162) Wh! are more companies using team selling? What are its pros and cons?
Answer# 3eam selling is useful to service large/ complex accounts0 ales teams can uncover
prolems/ solutions/ and sales opportunities that no individual salesperson could0 3he move to
team selling is in part a reaction to similar changes within customers; u!ing organi9ationsF
selling teams now call on u!ing teams0 ome pitfalls exist in the team approach0 elling teams
can confuse or
salespersons overwhelm
have customers
troule working who
with are used
others0 to working
inall!/ withinonl!
difficulties one salesperson0
evaluating individualome
contriutions to the team selling effort can create some stick! compensation issues0
*+ective# 1,-
16&) 7ow do successful companies recruit and train their salespeople? What are the o+ectives of
most sales force training programs?
Answer# During the recruitment step/ a compan! should assess the sales +o itself and the
characteristics of itsindustr!0
salesperson in that most successful salespeople
ome companies givetosales
determine the traits
applicants needed
formal tests/! a successful
while others
onl! interview applicants0 ollowing selection/ orientation and training must e conducted ased
upon the knowledge and skill levels of the recruits0 ost companies train their new salespeople
through seminars/ sales meetings/ and e-learning sessions0 3raining programs should teach
salespeople aout customers/ aout selling effectivel!/ and aout the compan!;s products0
Diff# 2 $age %ef# &,,-&,(
*+ective# 1,-
16') Descrie some of the methods used to supervise salespeople and help them work more
efficientl!0
Answer# 3hrough supervision/ or helping salespeople work smart/ management can help
salespeople do the right things in the right wa!0 3his includes helping salespeople identif! target
customers and manage their time0 A weekl!/ monthl!/ or annual call plan is used in man!
companies to show salespeople which customers and potential customers to call on within a
given time period0 And ecause companies are alwa!s looking for wa!s to make their emplo!ees
more efficient/ the! often use a time-and-dut!-anal!sis to identif! how salespeople spend their
time and how the! can spend more time activel! selling0 3o increase efficienc!/ man! companies
use sales force automation s!stemsIincluding laptops/ smart phones/ videoconferencing/ and
relationship management software so that their sales force can work an!where/ an!time0

Diff#  $age %ef# &,-&:6

AACB# @se of 43
*+ective# 1,-
1&
16,) 4n a rief essa!/ explain methods of evaluating the performance of a sales force0 Wh! is it
important for a sales force to e evaluated?
Answer# 3o evaluate its sales force/ management needs to get regular information aout the
performance of its salespeople0 ales reports/ including weekl! or monthl! work plans and
longer-term marketing plans/ are the most important source0 anagement also uses salespeople;s
expense reports
management canand
usecall reports
sales to gauge
and profit sales calldata
performance volume and salesperson;s
in each success rates0territor!/
4n addition/
along with
personal oservation and customer surve!s/ to identif! strengths and weaknesses in the sales
force0 3aking information gathered from these sources into consideration/ management should
provide salespeople with constructive feedack aimed at helping each salesperson succeed0
"valuating a sales force is important ecause that is how a compan! can measure its return on
sales investment0
Diff#  $age %ef# &:1-&:
*+ective# 1,-
16:) $rovide the seven steps in the selling process0 What would e the two most difficult steps
for most salespeople and wh!?
Answer# $rospecting and ualif!ing egin the process/ followed ! the preapproach0 <ext/ the
salesperson makes an approach to make a presentation or demonstration0 7andling o+ections
follows/ leading into closing the sale0 "ach sale reuires a follow up to make it complete0 or
most salespeople/ especiall! new ones/ the prospecting and closing steps are the most difficult
and reuire much skill0 or a salesperson unfamiliar with how to identif! good leads with ad
ones/ prospecting can e difficult0 Closing can e difficult ecause salespeople ma! lack the
confidence to ask for an order/ or the! ma! not recogni9e the appropriate moment to close a sale0
Diff#  $age %ef# &:-&:'
*+ective# 1,-2
16() What is the follow-up step of the selling process?Wh! is it important?

Answer# 3he follow-up step is important if the salesperson wants to ensure customer satisfaction
and repeat usiness0 %ight after closing/ the salesperson should complete an! details on deliver!
time/ purchase terms/ and other matters0 3he salesperson then should schedule a follow-up call
when the initial order is received/ to make sure there is proper installation/ instruction/ and
servicing0 3his visit would reveal an! prolems/ assure the u!er of the salesperson;s interest/
and reduce an! u!er concerns that might have arisen since the sale0
*+ective# 1,-2
1'6
16) What is the relationship etween the personal selling process and the management of
customer relationships?
Answer# 3he selling process should e understood in the context of uilding and maintaining
profitale customer relationships/ as companies are interested in more than simpl! securing a
one-time sale0 4nstead/ the! are interested in winning and keeping ma+or customers/ creating
ongoing/
customers/mutuall! eneficial
salespeople relationships0
pla! an Because
important role the! have
in uilding significantprofitale
and managing contact with
customer
relationships0 alespeople need to think of the first sale as the eginning of a relationship that
will involve listening to customers/ understanding their needs/ and helping to coordinate the
compan!;s efforts to create customer value0
*+ective# 1,-&
116) 4n a short essa!/ explain how sales promotion campaigns are developed and implemented0
Answer# ales promotion

selecting consumer/ campaignsandJor
trade/ usiness/ first call forforce
sales setting sales promotions
promotion o+ectives
tools to achieve and
those
o+ectives0 *ther necessar! decisions include the si9e of the incentive/ the conditions for
participation/ how to promote and distriute the promotion package/ and the length of the
promotion0 After the campaign has een implemented/ the compan! evaluates the results0
Diff#  $age %ef# &(
*+ective# 1,-&
111) 7app! $et is a large petfood compan! that sells its petfood to retail pet suppl! stores as well
as wholesalers0 3he sales force at 7app! $et is "A3 likel! to do which of the following?
A) work directl! with final customers
B) uild relationships with wholesalers
C) help retailers effectivel! sell the compan!;s products
D) communicate regularl! with usiness customers
") represent wholesalers and retailers to the compan!
Answer# A
*+ective# 1,-1
1'1
11) At inle!;s ine =oods/ memers of the sales force and marketing department tend to have
disagreements when things go wrong with a customer0 3he marketers lame the salespeople for
poorl! executing their strategies/ while the salespeople lame the marketers for eing out of
touch with the customer0 Which of the following steps should upper-level management at
inle!;s ine =oods take to help ring the sales and marketing functions closer together?
A) estalish aa complex
B) estalish customersales
salesforce
forcestructure
structure
C) appoint a new sales force manager
D) adopt a sales force automation s!stem
") appoint a chief revenue officer
Answer# "
Diff#  $age %ef# &,6-&,1
*+ective# 1,-1
112) @ltra-3ech/
following 4nc0 has
advantages decided
is the to switch
compan! to a customer
now "A3 sales
likel! to force structure0 Which of the
en+o!?
A) 3he compan! can ecome more customer-focused0
B) 3he compan! can etter serve different industries0
C) 3he compan! can uild closer relationships with important customers0
D) 3he compan! can etter serve current customers and find new customers0
") 3he compan! can expect salespeople to develop in-depth knowledge of numerous and
complex product lines0
Answer# "
*+ective# 1,-
11&) Hohnson Business olutions/ 4nc0/ maintains one sales force for its cop! machines and a
separate sales force for its computer s!stems0 Hohnson Business olutions utili9es a ........
structure0
A) product sales force
B) customer sales force
C) territorial sales force
D) a comination of B and C
") complex sales force
Answer# A
*+ective# 1,-
1'
11') orrill otors splits the @nited tates into 16 sales regions0 Within each of those regions/
the compan! maintains two sales teams one for existing customers and one for prospects0 What

t!pe of sales force structure does orrill otors use?

A) territorial
B) product
C)
D) customer
complex
") workload
Answer# D
*+ective# 1,-
11,) H K anufacturing has /666 3!pe-A accounts/ each reuiring 2' calls per !ear/ and
1/666 3!pe-B accounts/ each reuiring 1' calls per !ear0 What is the sales force;s workload?
A) 1'/666 calls
B) 2'/666 calls
C) :6/666 calls
D) ('/666 calls
") '/666 calls
Answer# D
*+ective# 1,-
11:) tahl/ 4nc0/ has 1/666 3!pe-A accounts/ each reuiring ( calls per !ear/ and /66 3!pe-B
accounts/ each reuiring 1' calls per !ear0 4f each salesperson at tahl/ 4nc0/ can make 1/'66 sales
calls per !ear/ approximatel! how man! salespeople will e needed?
A) 21
B) 2'
C) &1
D) &'
") &(
Answer# C
*+ective# 1,-
1'2
11() "ast Ba! Communications has increased its inside sales force0 3his will help "ast Ba! in all
"8C"$3 which one of the following wa!s?
A) "ast Ba! salespeople will have more time to sell to ma+or accounts0
B) "ast Ba! salespeople will have more time to find ma+or new prospects0
C) "ast Ba! salespeople will have more time to provide after-the-sale customer service0
D) "ast Ba!
") "ast Ba! customers
customers will
will have
have full
uestions
accessanswered in a timel!technolog!0
to sales automation manner0
Answer# "
Diff#  $age %ef# &,&-&,'
*+ective# 1,-
11) Lou are appl!ing for a position with the inside sales force at Carson edical ales0 4f !ou
earn the +o/ !ou will most likel! e expected to perform all of the following tasks "8C"$3
........0
A) confirm
B) use appointments
the 4nternet for prospects
to ualif! outside salespeople
C) use the telephone to find new leads
D) follow up on product deliveries
") travel to visit customers
Answer# "
Diff#  $age %ef# &,&-&,'
*+ective# 1,-
16) 3he sales force at essimer Computing recentl! egan telemarketing and We selling0 7ow
will telemarketing and We selling most likel! enefit essimer Computing?
A) 3he inside sales force of essimer will receive etter compensation than the outside sales
force0
B) essimer sales reps will need to spend less face-to-face time with large/ high-value
customers0
C) essimer sales reps will e ale to service hard-to-reach customers more effectivel!0
D) essimer sales reps will e ale to work from home offices more regularl!0
") 3he outside sales force of essimer will e freed up to work more with the marketing
department0
Answer# C
Diff# 2 $age %ef# &,'
*+ective# 1,-
1'&
11) An 4B sales representative is giving a product demonstration to a Best Bu! representative0
Assisting with the demonstration are an engineer/ a financial anal!st/ and an information s!stems
specialist0 4f 4B wins the Best Bu! account/ then all four 4B representatives will service the
Best Bu! account0 3his is an example of ........0
A) team selling
B)
C) territorial selling
inside selling
D) prospecting
") sales promoting
Answer# A
*+ective# 1,-
1) ales have een slow recentl! at B K B aterials/ so management has organi9ed a training
program to improve
lead to improved thefor
sales performance of its sales force0 Which of the following would most likel!
B K B aterials?
A) tests to measure the anal!tic and organi9ational skills of the sales force
B) information aout the marketing strategies used ! competitors
C) tests to identif! the personalit! traits of sales force memers
D) a time-and-dut! anal!sis for each salesperson
") instructions on completing expense reports
Answer# B
*+ective# 1,-
12) 3he C"* of Comf! Carpet/ %ick 7adle!/ was skeptical aout We-ased training until his
sales manager explained that online training is ........0
A) time consuming and difficult to use
B) used ! all small companies
C) d!namic and interactive
D) cost competitive and efficient
") useful to customers
Answer# D
Diff# 1 $age %ef# &,:
*+ective# 1,-
1''
1&) At Deck Decor/ a manufacturer of outdoor furniture and accessories/ the marketing and
sales force o+ectives are to grow relationships with existing customers and to acuire new
usiness0 Which of the following compensation plans should management estalish to encourage
the sales force to pursue oth of these o+ectives?
A) straight salar!
B)
C) straight commission
salar! plus onus for new accounts
D) commission plus onus for new accounts
") salar! plus commission plus onus for new accounts
Answer# "
Diff# 2 $age %ef# &,(-&,
*+ective# 1,-
1') ar! Conti is sales manager for <ational Computer 3raining0 he wants to evaluate the
performance
likel! review ofallher sales
of the force that
following inisher
responsile
evaluationfor the <ew........0
"8C"$3 "ngland territor!0 ar! will most
A) call plans
B) sales reports
C) call reports
D) expense reports
") territorial sales and profit reports
Answer# A
*+ective# 1,-
1,) 3he sales force of Conwa! $ools has ualified a numer of leads0 Which of the following
will most likel! occur next?
A) 3he outside sales force will call on all prospects0
B) 3he outside sales force will close the deal with one of the prospects0
C) 3he outside sales force will learn as much as possile aout the prospects0
D) 3he inside sales force will attend meetings with ualified prospects0
") 3he inside sales force will put together a presentation for the prospects0
Answer# C
*+ective# 1,-2
1',
1:) arlene Arau is a memer of the sales force at @ran ashions/ a clothing manufacturer0
arlene is preparing for a first meeting with a wholesaler who is a potential customer0 arlene
is learning as much as she can aout the wholesaler;s organi9ation0 arlene is in the ........
step of the personal selling process0
A) prospecting
B)
C) ualif!ing
preapproach
D) approach
") handling o+ections
Answer# C
*+ective# 1,-2
1() An insert in a and;s "nd catalog offers free shipping on !our next purchase0 3his is an
example of a ........0
A) sales promotion
B) $*$ promotion
C) trade promotion
D) price pack
") premium
Answer# A
Diff#  $age %ef# &:' and &::
*+ective# 1,-&
1) ont! Bo!d travels freuentl! on West Coast Airlines for his +o as an account manager0
ont! earns points for ever! mile he flies/ and he will soon have enough points to receive a free
airline ticket0 West Coast Airlines is uilding a customer relationship with ont! using which of
the following?
A) pulicit!
B) $*$ reward
C) premium reward
D) sweepstakes program
") freuenc! marketing program
Answer# "
Diff# 1 $age %ef# &:(
*+ective# 1,-&
1':
126) 3oro ran a clever preseason promotion on some of its snow lower models/ offering some
mone! ack if the snowfall in the u!er;s market area turned out to e elow average0 3his is an
example of a>n) ........0
A) advertising specialt!
B) premium pack
C)
D) sweepstakes
price pack
") reate
Answer# "
*+ective# 1,-&
121) An example of a>n) ........ is a five-foot-high cardoard displa! of 3on! the 3iger next
to rosted lakes cereal oxes0
A) sample
B) $*$ promotion
C) $*$ pack
D) advertising promotion
") premium
Answer# B
*+ective# 1,-&
12) Girk Wilkins renewed his cell phone contract with Mip Wireless and purchased a new cell
phone through the Mip We site0 4f Girk mails Mip his phone receipt/ proof of purchase/ and a
completed form/ he will receive N'6 in the mail0 What t!pe of sales promotion is eing used !
Mip?
A) point of purchase
B) advertising specialt!
C) premium
D) price pack
") reate
Answer# "
*+ective# 1,-&
1'(
Refer to the scenario below to answer the following questions.
%eliale 3ool Compan! is a manufacturer of hus and axles for the trailer and heav!
truck industr!0 Although %eliale 3ool onl! has fifteen customers/ the compan! is the sole
supplier of hu and axle components to those customers0 onthl! sales at %eliale 3ool are
approximatel! N1 million0itLou
Arthur Deet90 3herefore/ mightthat
is critical sa!awe have all sales
competent of ourforce
eggse
inmaintained
one asket/insa!s owner
order to
nurture those few ut large accounts0 <inet!-five percent of %eliale 3ool;s customers are
located in ichigan/ *hio/ and 4ndiana/ which means that travel time to all customers is
relativel! short0 7owever/ given the nature of the industr!/ time spent with each customer is
essential0
122) 7ow would a customer sales force structure enefit %eliale 3ool?
A) 4t would decrease the amount of travel reuired of each %eliale 3ool salesperson0
B) 4t would enale %eliale3ool salespeople to uild close relationships with clients0
C) 4t would help %eliale 3ool salespeople ecome experts on the specific parts the! sell0
D) 4t would
") 4t would eliminate
allow %eliale 3ool
the need formanagement to and
telemarketers etter supervise
sales andatevaluate
assistants %elialeits3ool
salespeople0
0
Answer# B
*+ective# 1,-
12&) %eliale 3ool management is in the process of evaluating its salespeople to make sure the!
are value merchants instead of value spendthrifts0 Which of the following descries a %eliale
3ool salesperson who is a value merchant?
A) 3he salesperson gives products awa! for free in order to close a deal0
B) 3he salesperson sells primaril! on price comparisons with competitors0
C) 3he salesperson routinel! gains more usiness at the same price0
D) 3he salesperson informs management that customers onl! care aout price0
") 3he salesperson regularl! trades more usiness for lower prices0
Answer# C
Diff#  $age %ef# &:,
*+ective# 1,-&
1'
12') Which of the following promotions would e most appropriate for %eliale 3ool to use in
its attempt to promote its products and generate new usiness leads?
A) reates
B) premiums
C) specialt! advertising items
D) point-of purchase
") conventions promotions
and trade shows
Answer# "
Diff# 1 $age %ef# &(
*+ective# 1,-&
12,) What t!pe of compan! would e likel! to use the territorial sales force structure?
Answer# A compan! with onl! one product line to one industr! with customers in man!
locations would most likel! use a territorial sales force structure0
Diff#
AACB# Anal!tic
$agekills
%ef# &,1
*+ective# 1,-
12:) What t!pe of compan! would e likel! to use a product sales force structure?
Answer# A product sales force structure will most likel! e used ! companies that carr!
extensive product lines with the need to separate customers according to the products the! u!0
Diff#  $age %ef# &,1-&,
*+ective# 1,-
12() "xplain how the workload approach helps companies set sales force si9e0
Answer# @sing this approach/ the compan! first groups accounts into different classes according
to si9e/ account status/ or other factors related to the amount of effort reuired to maintain them0
3he compan! can then determine the numer of salespeople needed to call on each class of
accounts the desired numer of times0
*+ective# 1,-
12) Wh! might a compan! need to hire oth an inside and an outside sales force?
Answer# arger accounts ma! reuire special nurturing and face-to-face interaction/ so an
outside sales force can call on those customers0 maller accounts and harder-to-reach customers
ma! e ale to e taken care of ! an inside sales force0
Diff# 2 $age %ef# &,&-&,'
*+ective# 1,-
1,6
1&6) Wh! do man! companies invest in ongoing training for their salespeople?
Answer# 3hough training is expensive/ it can e ver! effective in helping salespeople learn
aout the needs and motives of their customers/ techniues for effectivel! selling/ the compan!;s
o+ectives/ and the strategies of ma+or competitors0 With this training/ salespeople are ale to
etter do their +os/ resulting in more revenue for the compan!0
Diff#
AACB# Anal!tic
$agekills
%ef# &,(
*+ective# 1,-
1&1) Compare the four t!pes of compensation plans availale to salespeople0

Answer# A straight salar! is a fixed amount that is not dependent on sales performance/ while a
straight commission is entirel! ased on sales performance0 3he two other t!pes/ salar! plus
onus and salar! plus commission/ make a portion of the compensation fixed and a portion ased
on sales performance0
Diff# 2 $age %ef# &,(-&,

*+ective# 1,-
1&) Wh! do sales supervisors provide their salespeople with annual call plans?
Answer# 3he annual call plan shows which customers and prospects to call on in which months
and which activities to carr! out/ giving supervisors more control over the activities of their
salespeople0
*+ective# 1,-
1&2) What does a time-and-dut! anal!sis reveal?

Answer# 3his tool/ which can e used to help sales management determine how to increase
selling time/ indicates a salesperson;s time spent selling/ traveling/ waiting/ eating/ taking reaks/
and doing administrative chores0
*+ective# 1,-
1&&) Wh! have firms adopted sales force automation s!stems?

Answer# an! firms have adopted sales force automation s!stems to help their salespeople
etter manage their time/ improve customer service/ lower sales costs/ and increase sales
performance0
*+ective# 1,-
1,1
1&') Wh! is a firm;s organi9ational climate an important part of uilding a successful sales staff?
Answer# 7ow salespeople feel aout their opportunities/ value/ and rewards for a good
performance affects how well salespeople will performF when salespeople are treated as special
contriutors and have great opportunities for income and promotion/ their sales performance is
higher0
Diff#
kill#Application
$age %ef# &:1
*+ective# 1,-
1&,) Wh! does a firm;s numer of prospects alwa!s eual or exceed its numer of ualified
customers?
Answer# $rospecting identifies the total numer of potential customers in an areaF ualif!ing
reaks that numer of prospects down into the actual group that it is worthwhile for the
salesperson to target0
*+ective# 1,-2
1&:) Wh! does a salesperson set call o+ectives?

Answer# Call o+ectives might include ualif!ing the prospect/ gathering more or etter
information/ andJor making an immediate sale0 With a call o+ective/ a salesperson can e more
focused on how to prepare for the sale0
*+ective# 1,-2
1&() 4n what situation would a demonstration e especiall! critical during a salesperson;s

presentation?
Answer# A demonstration ma! e important if the product;s use or value can e etter
understood with a visual demonstration0 or example/ if comparing Brand A rass cleaner with
another leading rand/ a demonstration of how much more uickl! Brand A works ma! e more
convincing for the prospective u!er0
Diff# 2 $age %ef# &:&
*+ective# 1,-2
1&) 7ow does moile couponing enefit oth consumers and marketers?
Answer# Consumers don;t have to find and clip coupons 0 oile coupons allow marketers to
carefull! target customers and eliminate the costs associated with printing and distriuting paper
coupons0
Diff#  $age %ef# &:-&(6
*+ective# 1,-&
1,
1'6) What t!pe of sales promotion would enefit a political candidate the most?
Answer# A political candidate would likel! enefit most from using specialt! advertising items
such as pencils or pens with the candidate;s name or 3-shirts with the candidate;s name andJor
photograph0

*+ective# 1,-&

Personal Selling and Sales Promotion MCQ

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7/24/2019 Kotler Chapter 16 MCQ

Chapter 16 Personal Selling and Sales Promotion

2) ........ involves two-wa!/ personal communication etween salespeople and individual

customers/ either in person/ ! telephone/ or through We conferences0

&) What is the role of a chief revenue/ or chief customer/ officer?

) Which of the following is <*3 a disadvantage of a product sales force structure?

") ost salespeople

',) A ........ consists of short-term incentives to encourage the immediate purchase of a

') Ealue merchant salespeople possess which of the following characteristics?

::) $ersonal selling is the interpersonal component of the promotion mix0

(,) 3he workload approach to set sales force si9e is outdated0

AACB# Anal!tic kills

:) ales promotion consists of long-term incentives to encourage purchases or sales of a

uild and needs/

Diff#  $age %ef# &,-&:6

16() What is the follow-up step of the selling process?Wh! is it important?

Answer# ales promotion

t!pe of sales force structure does orrill otors use?

Refer to the scenario below to answer the following questions.

1&1) Compare the four t!pes of compensation plans availale to salespeople0

AACB# %eflective 3hinking

1&2) What does a time-and-dut! anal!sis reveal?

1&&) Wh! have firms adopted sales force automation s!stems?

1&:) Wh! does a salesperson set call o+ectives?

1&() 4n what situation would a demonstration e especiall! critical during a salesperson;s

AACB# %eflective 3hinking

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