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MARK 3000 EXAM 3 CH.19
Terms in this set (77)
Personal selling can take place in all of the following situations except
through newspaper ads
Taylor loves the lifestyle associated with being a salesperson, allowing her to take a day off during the week and making it up on the weekend. She most likely values the __________ associated with creating her own schedule.
Thanah is starting her career in selling, but he eventually wants to become a senior manager. A selling career may help Thanah achieve that goal by providing
visibility to management
One of the advantages of personal selling over the other types of marketing communication is that
salespeople can build strong relationships with consumer
One of the disadvantages with personal selling is
it is expensive
As marketing manager for a newly created software company, Katrina is deciding whether to hire a company sales force. To make this decision, Katrina needs to consider whether
having a sales force is worth more than it costs
Sales representative add value for customers by doing all of the following except..
reducing the firms' marketing cost
Whether or not a salesperson will go through all five steps of the selling process depends on the sales situation and
the buyer's readiness to purchase
Although a salesperson may skip a step in the personal selling process or might sometimes have to go back and repeat steps, there is logic in the sequence. Which of the following would NOT be appropriate in the personal selling process?
Closing the sale is the final step
Gwen recognizes that one of her roles as a company sales rep is to be the firm's frontline emissary. As such, she strives to
build strong relationships with customers
__________________ is a sales philosophy and process that emphasizes a commitment to maintaining and investing in long-term, mutually beneficial business relationships.
Bridgette went to the Gap ready to buy a new shirt, but was not sure which color or style she wanted. The sales representative, sensing Bridgette's buying mode, most likely began with the __________ stage of the selling process.
Monica works as a salesperson in a retail clothing store. Of the five stages in the selling process, Monica is least likely to engage in
generating and qualifying leads
Chesnee works in the office of a building materials company. One of her jobs is to identify new building projects and to determine who will make the building materials purchase decisions. Chesnee is involved in the _______________ step of the selling process.
Several months ago, Veronica took over the sales territory managed by a very successful salesperson. Veronica should use __________ as a first source of leads.
Galena is a new agent for a financial services company. She decides to join the local Chamber of Commerce, the local association of businesswomen, and the local chapter of the United Way organization. Galena is attempting to use __________ to generate leads.
Trade shows are a particularly good source of B2B sales leads because
people who attend are interested in the products and services being offered
Brandon is in the process of qualifying leads he received from corporate headquarters. Brandon will assess
whether or not it is worthwhile to pursue these potential customers
Retail salespeople should not __________ and assume that a person in the store cannot afford to purchase the store's products based on appearances.
"judge a book by its cover"
When a plumbing contractor drove up to Bill's house in a brand new Mercedes, Bill decided this person would be too high-priced even before the plumbing contractor offered his bid. Bill made the mistake of
making an assumption of cost based on appearences
One reason B2B salespeople spend considerable time qualifying potential customers is because
it can be costly to prepare and make a presentation to a business customer
Fred sells health insurance packages for small businesses. He has been given the names of ten new businesses in his town. During the qualifying leads stage of the selling process, Fred will likely try to assess which of the ten businesses
need health insurance packages and can afford them
The __________ stage occurs prior to meeting the customer for the first time and extends the qualification of leads.
The preapproach stage occurs ______________ and extends the qualification of leads procedure
prior to the sales presentation
Before approaching a potentially major B2B customer, a salesperson will usually
try to find out everything possible about the firm and its needs
During the preapproach stage, a salesperson usually conducts additional research about prospects and
develops plans for meeting with the customer
Yara has identified an attractive potential customer for her biodiesel home power system. She knows the customer is concerned about the environment and has considerable financial resources. The customer is also a respected leader among wealthy environmentalists in the area. Next Yara will
establish goals for meeting with the customer
Kathleen has found out everything she can about a newly qualified lead. She has practiced making her sales presentation and has determined what goals she has for the first meeting. Kathleen has finished the ___________ stage of the selling process.
Boris tells a colleague all about a major prospect Boris plans to call on in the next few days and asks the colleague to pretend to be a customer while he makes his sales presentation. Boris and his colleague are engaged in
After exchanging greetings and getting to know the customer a bit in an initial sales call, the first goal of a sales presentation is to
The beginning of the sales presentation may be the most important part of the selling process, because this is where the salesperson establishes
where the customer is in the buying process
Like any effective salesperson, Frazer walks into a customer's office, shakes hands, looks the customer in the eye, and smiles. After exchanging pleasantries, Frazer will immediately try to create interest in his company's product and establish
where the customer is in the buying process
Like any effective salesperson, Tiffany walks into a customer's office, shakes hands, looks the customer in the eye, and smiles. After exchanging pleasantries, Tiffany will try to create interest in her company's product. Tiffany will likely __________ to adapt or customize her presentation to match the customer's needs.
ask a series of questions
Naven knows that he needs to ask a series of questions early in his sales presentation, but he also knows that he
needs to listen carefully to the answers
Often, inexperienced salespeople mistakenly believe that during the sales call, they should
do all the talking
Kyle is preparing for an important sales presentation. He knows that customers are more likely to ___________ during his presentation than during other stages of the selling process.
Evelyn knows that prospective customers are likely to raise reservations about price and quality. She needs to convince customers that her products represent
a good value
Effective salespeople anticipate and handle
buyers' reservations about the product.
Often the best way to handle customers' reservations is to relax, listen, and
ask questions to clarify the issues
Mohinder sells small-business health insurance programs, working on straight commission. Closing the sale is an extremely stressful point in the selling process for him. If he does not close the sale, the most likely outcome will be
he will generate no income
For salespeople who practice __________, an unsuccessful close one day may lay the groundwork for a successful close during the next meeting.
Studies have found that customers are typically ready to make a purchase decision well before salespeople attempt to close the sale. Salespeople can learn when to close the sale by
listening to customers and paying attention to their body language
In the selling process, the saying "It aint over till its over" refers to the ___________ stage of the process.
The _____________ stage of the selling process offers a prime opportunity for salespeople to solidify customer relationships through great service quality.
The attitude that Ryan's customers develop after they have purchased his early lawn care service will become basis for determining whether they renew cash each year. He needs to convey __________ delivering the right services the right way
The attitudes that Ryan's customers develop after they have purchased his early lawn care service will become basis for determining whether they renew cash each year. He needs to be ________________ , quickly addressing any problems that occur.
The attitudes that Ryan's customers develop after they have purchased his early lawn care service will become basis for determining whether they renew cash each year. He needs to convey ______________ by guaranteeing his work in writing.
Sally has been having a difficult time working with a particular buyer while using the personal selling process, and she has asked her manager, Chris, for some ideas about how to close the sale effectively. Chris asks her a number of questions to help sort out the difficulties. Which of the following questions would Chris be LEAST likely to ask?
"Have you completed the follow-up to ease the buyer's mind"
The attitudes that Ryan's customers develop after they have purchased his early lawn care service will become basis for determining whether they renew cash each year. He needs to demonstrate the ______________ dimension of service quality by showing consistently well-maintained yards with neat , professional personal.
For salespeople, __________ provide(s) a major contact point with customers in the follow-up stage of the selling process and an opportunity to build and improve relationships.
Hiro sells building materials to local contractors. He wants to build long-term relationships with his contractors through effective follow-up. After delivering the materials ordered, Hiro can demonstrate __________ by checking with his contractors right after the delivery and addressing any problems promptly.
responsiveness and empathy
Sales representatives are often compensated, at least in part, on a percentage of the sales revenue. This percentage is known as a
While ethical and legal issues are associated with all aspects of marketing, personal selling presents unique issues because
salespeople interact directly with customer and are, therefore, more visible
Katerina is told by her sales manager, "Do whatever you need to do to get the sale," yet the company has ethical selling standards. Katerina faces the ethical problem of
mixed signals from her sales manager
The best way for sales managers to instill ethical behavior in the sales force is to
lead by example
___________ involves the planning, direction, and control of personal selling activities, including recruitment, selection, training, motivation, compensation, and evaluation, of members of the sales
When Motorola first entered the Mexican marketplace, the company wanted direct control of salespeople in major urban markets but was not as concerned about control in less populated areas of the country. Motorola probably used _____________ in major urban areas and ______________ in less populated areas of Mexico.
a company sales force; manufacturer's reps
Miles worked selling products to industrial users and spent most of his time working on customers' new buy and modified new buy situations. Miles was primarily a(n)
Most beverage distributors have their delivery people act as the firm's sales representatives. The delivery people primarily function as
Sue spends much of her time checking inventories, processing straight rebuys, and making sure that everything is going smoothly. Sue is primarily a(n)
The most important activity in recruiting salespeople is determining what the salespeople will be doing and
what personal traits and abilities a salesperson should have to do the job well
Bhakti was recently promoted to a sales management position. She had been an effective representative, but her strengths and educational background were in management. She was about to begin her first salesperson recruitment campaign. The most important thing Bhakti can do to ensure that she recruits the right people is to
determine exactly what the salesperson will be doing and what traits and abilities job candidates will need to succeed
Managers and sales experts have identified each of the following personal traits as most important when recruiting salespeople. Which of the following is not one of those traits?
Which of the following is not considered typical financial compensation for sales representative
extra vacation days
Sales, profits, orders, and sales ratios are all _________ measures that can be used to evaluate sales representatives.
Salespeople should be evaluated and rewarded only for those activities and outcomes that
fall under their control
Which of the following best describes a company sales force
A company sales force is composed of people who are employees of the selling company
The process of salespeople creating blogs to draw customers in and generate leads is a process known as
A salespersons' compensation can be made up of some combination of salary, commission, and ______________, which are payments made at a managers discretion when the salesperson achieves certain goals
Johnny works at an electronics store. In addition to his salary, he receives 2 percent of the sales dollars he brings in each month. This extra 2 percent is called a
Every Monday during the month of December, salespeople who had the highest sales the previous week participated in a balloon surprise, where each would receive a balloon containing either a $50 or a $100 bill. This short-term incentive is known as a
Which of the following is not one of the steps in the B2C personal selling process
request for proposal
Each time an employee at an audio store makes a sale of $500 or more, the department manager awards a chocolate gold coin in recognition of the employee's accomplishment. This reward is known as a
Tara made sure that her customers felt comfortable contacting her when they needed something, and she focused on the long term in her dealings with them. Tara is a ________-oriented salesperson.
Telemarketing and cold calls have become less popular as sales tools because of all of the following reasons EXCEPT
they require appointments, which takes time away from the actual selling of the product
True or false: Personal selling makes sense when a product is complex or expensive (or both).
Which of the steps in the sales process is often considered the most stressful part of the process?
closing the sale
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