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Exam 18: Personal Selling and Sales Promotion

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Question 101

Multiple Choice

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The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of

A) chief executive officers.
B) salespeople.
C) sales managers.
D) quality control experts.
E) marketing directors.

F) B) and D)
G) A) and B)

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Question 102

True/False

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Many consumers redeem coupons only for products they normally buy.

A) True
B) False

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Question 103

Multiple Choice

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Any marketing tactic used to stimulate wholesalers and retailers to carry a producer's products and market those products more aggressively is a

Which of the following best characterizes the function of recruiting and selecting a sales force?

List the three major types of salespeople and indicate how they differ.

Signs, counter pieces, racks, and self-service cartons are all forms of

A television advertisement for Miracle-Gro lawn fertilizer indicates that the product is available at Kmart and Wal-Mart. This form of sales promotion is called a(n)

Sales promotion activities are generally used in conjunction with other promotional efforts.

Scenario 18.1 Use the following to answer the questions. Jafrum, Inc. is a wholesale supplier of motorcycle accessories, clothing, and tools to various motorcycle retail stores around the country. Jafrum does not manufacture these items, but sells them to other retailers and also sells its merchandise through its website. Sean Thompson is one of the salespeople for Jafrum, and is responsible for obtaining new customers, increasing sales to current customers, and visiting the retail stores throughout the country. Recently, he has been given the sales objective from Jafrum's management to increase sales dollars by 15% in the coming year by adding new customers. Sean's current compensation is based on a $1,000 per month draw, plus 5% of all sales over $100,000. His salary last year totaled $42,000. Management has given Sean the choice of going to a compensation plan where he will earn 15% of all sales, but no draw. -Refer to Scenario 18.1. Sean is developing his list of potential new retail customers by accessing the yellow pages online. Here he finds the contact information for every motorcycle store in the 48 contiguous states, and eliminates those who currently are his customers. Sean is involved in which step of the personal selling process?

Order-getting activities are divided into two categories:

Sales promotion objectives should be consistent with the organization's overall objectives and its marketing objectives.

At one time, Wheaties offered two free golf balls with the purchase of a twin pack of Wheaties cereal featuring Tiger Woods. This is an example of a

"Mrs. Brucker, you would agree that this is the most attractive car interior in this price range, wouldn't you?" Cliff Davis, a salesperson at Midtown Ford, was using a(n) ____ when he made this statement.

A primary goal of routing and scheduling decisions in personal selling is to

Sherry Sullivan, Kevin Miller's sales manager, points out to him that his last shopper in the housewares department didn't seem involved as he explained the new food processor to her. She suggests that he use a ____ as part of his presentation next time.

Closing the sale is not a part of the sales presentation in which hidden objections are discovered.

Scenario 18.2 Use the following to answer the questions. The Presto Company manufactures several types of household appliances, including blenders, waffle makers, and home deep fryers. Presto sells its products to retail stores such as Kohl's, Macy's, and J.C. Penney's, through its own salesforce. Kerry Wilson is one of Presto's salespeople, and is responsible for stores headquartered in Region 1 of the U.S. Kerry has just come from a monthly meeting where she has been informed about the new stovetop grill that will be part of next season's lineup. Presto's marketing department has developed a promotional plan for the new grill and outlined that plan for the sales staff in the meeting. The promotional plan for the next 60 days will include television commercials which demonstrate the new grill, in-store rebates, and a customer contest for the best grilled sandwich recipe. In addition, Kerry and other members of the salesforce will be given a free grill for their own home use so they can become more familiar with the product. Presto is also offering a free trip to New York City for their staff salesperson who has the highest dollar in sales to his or her stores. To encourage the retail stores to push this product, Presto will offer the retail store a $5 discount for each grill that the store purchases after the 60-day promotion is over. -Refer to Scenario 19.2. Presto's use of a free trip to New York is an example of ____, while the $5 discount to its retail stores is an example of ____.