Chp 13

Question 1

Personal Selling

Answer 1

Personal presentation by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships

Question 2

Salesperson

Answer 2

An individual who represents a company to customers by performing one of more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building.

Question 3

Sales force management

Answer 3

Analyzing, planning, implementing, and controlling sales force activities

Question 4

Step one of major steps in sales force management

Answer 4

Designing sales force strategy and structure

Question 5

Step two of Sales Force Management

Answer 5

Recruiting and selecting salespeople

Question 6

Step 3 of sales force management

Answer 6

Training salespeople

Question 7

Step 4 of sales force management

Answer 7

compensating sales people

Question 8

Step 5 of sales force management

Answer 8

supervising salespeople

Question 9

Step 6 of sales force management

Answer 9

evaluating salespeople

Question 10

Territorial Sales Force Structure

Answer 10

A sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company’s full line

Question 11

Customer (or market) sales force structure

Answer 11

A sales force organization in which salespeople specialize in selling only to certain customers or industries

Question 12

Product Sales force structure

Answer 12

A sales force organization in which salespeople specialize in selling only a portion of the company’s products or lines

Question 13

Outside sales force (or field sales force)

Answer 13

Salespeople who travel to call on customers in the field

Question 14

Inside sales force

Answer 14

Salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers

Question 15

Team Selling

Answer 15

Using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts

Question 16

Complex sales force structure

Answer 16

Combines several types of organizations

Question 17

Compensation Salespeople

Answer 17

consists of four elements: a fixed amount, a variable amount, expenses, and fringe benefits. The fixed amount, usually a salary, gives the salesperson some stable income. The variable amount, which might be commissions or bonuses based on sales performance, rewards the salesperson for greater effort and success.

Question 18

Supervision

Answer 18

to help salespeople “work smart” by doing the right things in the right ways

Question 19

Motivation

Answer 19

encourage salespeople to “work hard” and energetically toward sales force goals. If salespeople work smart and work hard, they will realize their full potential—to their own and the company’s benefit

Question 20

Organizational Climate

Answer 20

describes the feeling that salespeople have about their opportunities, value, and rewards for a good performance. Some companies treat salespeople as if they are not very important, so performance suffers accordingly.

Question 21

Sales Quota

Answer 21

A standard that states the amount a salesperson should sell and how sales should be divided among the company’s products

Question 22

Social selling

Answer 22

Using online, mobile, and social media to engage customers, build stronger customer relationships and augment sales performance

Question 23

Selling process

Answer 23

The steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up

Question 24

Prospecting

Answer 24

The sales steps in which a salesperson or company identifies qualified potential customers

Question 25

Preapproach

Answer 25

The sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call

Question 26

Approach

Answer 26

The sales step in which a salesperson meets the customer for the first time

Question 27

Presentation

Answer 27

The sales step in which a salesperson tells the "vale story" to the buyer, showing how the company's offer solves the customer's problems.

Question 28

Handling Objections

Answer 28

The sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying

Question 29

Closing

Answer 29

The sales step in which a salesperson asks for the customer for an order

Question 30

Follow-up

Answer 30

The sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business

Question 31

Sales promotion

Answer 31

Short-term incentives to encourage the purchase or sale of a product or a service

Question 32

Consumer Promotions

Answer 32

final buyer

Question 33

Trade promotions

Answer 33

Retailers and wholesalers

Question 34

Business promotions

Answer 34

business customers

Question 35

Sales force promotions

Answer 35

Members of the sales promotion

Question 36

Consumer Promotions

Answer 36

Sales promotion tools used to boost short-term customer buying and engagement or enhance long-term customer relationships

Question 37

Samples

Answer 37

Trial amount of a product

Question 38

Coupons

Answer 38

Certificates that save buyers money when they purchase specified products.

Question 39

Rebates (or cash refunds)

Answer 39

Coupons except that the price reduction occurs after the purchase rather than at the retail outlet.

Question 40

Price packs (also called cents off deals)

Answer 40

offer consumers savings off the regular price of a product

Question 41

Premiums

Answer 41

Goods offered either free or at low costs as an incentive to buy a product

Question 42

Advertising specialties (promotional products)

Answer 42

useful articles imprinted with an advertiser's name, logo, or message that are given as gifts to consumers

Question 43

Point-of-purchase (POP) promotions

Answer 43

Displays and demonstrations that take place at the point of sale.

Question 44

Contests, sweepstakes and games

Answer 44

given to the consumers for the chance to win something, such as cash, trips, or goods, by luck or through extra effort

Question 45

Event marketing (or event sponsorships)

Answer 45

Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others

Question 46

Trade promotions

Answer 46

Can persuade resellers to carry a brand, give it shelf space, and promote it in advertising

Question 47

What are allowances, discounts to intermediaries?

Answer 47

Shelf space is so scarce these days that manufacturers often have to offer price-offs, allowances, buy-back guarantees, or free goods to retailers and wholesalers to get products on the shelf and, once there, to keep them on it.

Question 48

Business Promotions

Answer 48

Sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople (ex. tradeshows)