Deck 22: Personal Selling Online

Question 1

Ads can act as visual aids by adding impact to the presentation and reinforcing the selling points.
Ads can act as visual aids by adding impact to the presentation and reinforcing the selling points.

Answer 1

True

Question 2

The ability of a sales representative to take care of company property is a quantitative measure used to evaluate sales forces.
The ability of a sales representative to take care of company property is a qualitative measure used to evaluate sales forces.

Answer 2

False

Question 3

In the personal-selling process, the prospecting step involves looking for leads and checking them.
The first step in the personal-selling process is the prospecting step. It involves looking for leads and checking them.

Answer 3

True

Question 4

Announcing company activities through social media is a web-related task for lead-generation.
Marketers have increased their use of web-related activities for both lead generation and social media growth. These activities include announcing company activities such as webinars, a new website launch, and promotions.

Question 5

Personal selling plays a dominant role in businesses that produce low-priced consumer durable goods.
Personal selling often plays the dominant role in industrial firms, while in other firms, such as makers of low-priced consumer nondurable goods, its role is minimized.

Question 6

During the persuader stage, the firm's selling involves defining the buyer's problems and their solutions through active buyer-seller collaboration.
In the persuader stage, the firm's selling involves an attempt to persuade market members to buy the supplier's offerings. Whereas, it is in the procreator stage that selling defines the buyer's problems or needs and their solutions through active buyer-seller collaboration.

Question 7

According to Hoffberg and Corcoran, when salespeople engage in fire starting, they are engaging customers and driving them to commit to a solution.
When salespeople engage customers and drive them to commit to a solution, they are engaging in fire starting.

Question 8

The settings in which personal selling is used are typically more distracting than those in which nonpersonal mass media are used.
Even when a group of salespeople makes the presentation, or when more than one decision maker is present, the setting is less distracting than those in which nonpersonal mass media are used.

Question 9

Supplementing personal selling efforts with phone calls compels the sales force to spend less time selling.
Supplementing personal selling efforts with phone calls frees the sales force to spend more time selling. The phone can be used effectively for service and follow-up functions as well as for growth-related activities.

Question 10

Since the Internet takes away business from channel members, most marketing managers find the Internet to be more of a disadvantage to their efforts than an advantage.
While many marketing managers were originally concerned about the Internet taking business away from channel members and direct sales, most have found that it has been more an advantage than a disadvantage to their selling efforts. They have increased usage of the Internet to fulfill the more mundane tasks of order fulfillment and providing information.

Question 11

Personal selling is typically controlled by the advertising department.
Personal selling is typically under the control of the sales manager, not the advertising and promotions department.

Question 12

When the marketing objective is to establish a relationship, advertising is a more appropriate tool than personal selling.
When the objective is to ask for the sale and/or to establish a relationship, personal selling is a more appropriate tool than advertising.

Question 13

Walk-in salespeople are typically respected and well received by customers.
Walk-ins are salespeople who call without appointments with no specific purposes. Customers find this objectionable.

Question 14

When the cost per sales call for a firm continues to climb, the firm may find mass communications a more cost-effective alternative.
There is a high cost involved in personal selling and as the cost per sales call continues to climb, the marketer may find mass communications a more cost-effective alternative.

Question 15

When the final price is to be negotiated between the buyer and the seller, personal selling is effective.
When the final price is to be negotiated between the buyer and the seller, personal selling is effective.

Question 16

When a sales person is evaluated on the criterion of program implementation, the number of shelf or counter displays he or she uses can be used as a measure for evaluation.
The number of promotional programs implemented, the number of shelf and/or counter displays used, and the implementation and assessment of cooperative advertising programs can be used as measures when salespeople are being evaluated on the criterion of program implementation.

Question 17

While trade sales promotions are designed to support the reseller, flip charts and specialty ads are designed to assist the sales staff.
While trade sales promotions are designed to support the reseller and are often targeted to the ultimate consumer, many other promotional tools are designed to assist the sales staff. Flip charts, leave-behinds, and specialty ads may be designed to assist salespeople in their presentations, serve as reminders, or just create goodwill.

Question 18

When the number and dispersion of customers does not allow for acceptable advertising economies, the sales force is likely to be a major part of the integrated marketing communications (IMC) mix.
When the number and dispersion of customers doesn't enable acceptable advertising economies, the sales force is likely to be a major part of the integrated marketing communications (IMC) mix.

Question 19

Unlike advertising, personal selling does not provide the sender with the opportunity to determine the impact of the message.
Personal selling involves two-way interaction, which allows the sender to determine the impact of the message.

Question 20

According to customers, a salesperson is considered energetic when he has a positive attitude, enthusiasm, affability, consistency, and flexibility.
A salesperson is considered energetic when he has a positive attitude, enthusiasm, affability, consistency, and flexibility. Being energetic is one of the traits of salespeople that customers are typically impressed with and consider most helpful.

Question 21

Under which of the following conditions is personal selling ideal for life insurance?

A)When mass communication provides an effective link with the target market
B)When the final price of the policy is predetermined
C)When the selling margin is relatively low
D)When the dispersion of customers cannot enable acceptable advertising economies
E)When sales promotion is adequate to provide policy-related information needed by buyers

Question 22

_____ allows for more specific tailoring of the message and more personal interaction than other communications media.

A)Informative advertising
B)Mobile marketing
C)Online promotion
D)Dyadic communication
E)Classified advertising

Question 23

Which of the following products is most likely to use personal selling as the dominant tool of marketing?

A)Pizza
B)Pens
C)OTC medications
D)Fresh flowers
E)Cranes

Question 24

Dyadic communication in personal selling is likely to result in:

A)a customized message that addresses the receiver's needs.
B)confusion caused by third parties or intermediaries.
C)impersonal communications between receiver and sender.
D)the sales force having to rely on advertising to address customer needs.
E)a time lag between the message and feedback.

Question 25

A sales force is a major part of an organization's integrated marketing communications mix (IMC) when:

A)the channel system is very long and indirect to the end users.
B)product trial by customers is unnecessary to make purchase decisions.
C)the purchase decision is not a major one for the buyer.
D)channel intermediaries need product and service training.
E)selling price or quality provides an inadequate margin.

Question 26

Which of the following statements is true of personal selling?

A)Personal selling involves inexpensive forms of communication.
B)For personal selling to be effective, the sales and promotions department should operate independently.
C)Integrated marketing communication (IMC) tools are used in conjunction with personal selling to make it effective.
D)In an integrated marketing communications (IMC) program, personal selling is a substitute for other promotional-mix elements.
E)Personal selling is typically controlled by the advertising and promotions department.

Question 27

Jade Inc. serves as an intermediary between Stone Corp., a gem supplier, and Purple, a jewelry store. If Jade limits its selling activity to accepting orders from Purple and conveying them to Stone Corp., Jade is most likely in the _____ stage of personal-selling evolution.

A)persuader
B)prospector
C)problem-solver
D)provider
E)procreator

Question 28

Management should determine the specific responsibilities of personal selling and the role it will assume relative to the other promotional mix elements. Which of the following questions would best guide the management in determining these roles?

A)What is the workflow followed in the advertising department?
B)What is the total sales revenue of the industry in which the company operates?
C)How many people work in each department of the organization?
D)What is the market capitalization of the company?
E)What specific information must be exchanged with potential customers?

Question 29

Zen Inc. sources furniture for hotels and restaurants. The sales team at Zen involves the participation of the hotel and restaurant managers to identify their issues. These issues are then translated into needs, and the managers are offered a selection of products that correspond to those needs. In this scenario, Zen is in the _____ stage of personal-selling evolution.

A)persuader
B)procreator
C)problem-solver
D)provider
E)prospector

Question 30

In the _____ stage of personal-selling evolution, selling involves convincing market members to buy the supplier's offerings.

A)persuader
B)prospector
C)problem-solver
D)provider
E)procreator

Question 31

Alex is the marketing head of BlackSteel Corp., a manufacturer of industrial equipment that introduces a new line of machinery that requires detailed demonstration and trial for its customers. Which of the following communication methods is Alex most likely to choose to increase sales of the new product line?

A)Shock advertising
B)Direct advertising
C)Personal selling
D)Retail selling
E)Mass communication

Question 32

Which of the following products is most likely to be sold using personal selling?

A)Computers
B)Packaged food
C)Shoes
D)Distilled water
E)Apparel

Question 33

Personal selling is the most appropriate sales method when:

A)the margin of sales is low.
B)the channel system is relatively long.
C)advertising media provide an effective link with market targets.
D)features and performance of the products are relatively simple.
E)final price is negotiated between buyer and seller.

Question 34

Which of the following is an example of a direct marketing effort by a company?

A)Selling through salespeople
B)Selling through resellers
C)Missionary selling
D)Territory distribution
E)Advertising

Question 35

Personal selling differs from other forms of promotional communication in that:

A)it involves no direct contact with the customer.
B)it provides opportunity for immediate feedback.
C)it does not serve as a link to resellers.
D)it uses only standardized messages in communication.
E)it relies on advertising and other promotional tools.

Question 36

Personal selling refers to selling:

A)personalized products to individuals and organizations.
B)homemade products through online stores.
C)through a person-to-person communications process.
D)personalized products to only individuals and not organizations or groups.
E)low value products to only individuals and not organizations or groups.

Question 37

Personal selling is typically under the control of the _____.

A)sales manager
B)advertising department
C)promotions department
D)marketing department
E)operations manager

Question 38

Which of the following is the first stage of the personal-selling evolution?

A)Prospector
B)Provider
C)Preparer
D)Persuader
E)Presenter

Question 39

Ellen heads the sales force of Track Inc. Track provides services that link buyers and suppliers. However, at present the sales team's responsibilities involve seeking out only selected buyers who are perceived to have the resources and the authority to buy the services. Ellen is the head of a team that is in the _____ stage of personal-selling evolution.

A)persuader
B)procreator
C)problem-solver
D)provider
E)prospector

Question 40

In personal selling, the sender is able to immediately receive and evaluate feedback from the receiver due to _____ communication.

A)impersonal
B)one-way
C)indirect
D)dyadic
E)nonlinear

Question 41

GrayScale Corp. is an insurance provider. If the type of market it operates in is segmented, and the competition is differentiated and growing, GrayScale is most likely to be in the _____ stage of personal-selling evolution.

A)persuader
B)procreator
C)problem-solver
D)provider
E)prospector

Question 42

The fire starting role of salespeople is most closely associated with:

A)outlining an account strategy and a solutions strategy for customers.
B)laying out a customized plan for individual customers.
C)engaging customers and driving them to commit to a solution.
D)bringing incremental value to the customers by identifying problems.
E)educating themselves about their customers' businesses.

Question 43

_____ refers to an organization's effort to develop a long-term, cost-effective link with individual customers for mutual benefits.

A)Relationship marketing
B)Missionary selling
C)Transactional relationship
D)Transformational exchange
E)Joint venture

Question 44

Which of the following is true of relationship marketing?

A)It focuses on short term sales.
B)It uses message differentiation to target different markets.
C)It does not track promotional effects to improve relationships.
D)It does not utilize sales representatives.
E)It is synonymous with buzz marketing.

Question 45

Which of the following is the best example of relationship marketing?

A)Kite Inc.uses mass media to communicate with its target audience.
B)Fin Corp.focuses on short-term gains through one-time transactions.
C)Venus Inc.focuses on using print media to have a wide reach.
D)Gate Corp.uses personal selling till the provider stage to reach individual customers.
E)Felix Inc.develops a long-term link with individual customers for mutual benefit.

Question 46

In the provider stage, salespeople accept orders and deliver to buyers. Identify the type of market that exists in this stage.

A)Sellers' market
B)Buyers' market
C)Segmented market
D)Participative market
E)Coactive market

Question 47

Adoption of a customer relationship management (CRM) approach will require sales managers to:

A)reduce the role of direct marketing.
B)decrease their reliance on websites as strategic marketing tools.
C)decrease the use of traditional sales strategies.
D)focus less on building long-term collaborations.
E)focus less on building relationships based on trust.

Question 48

The _____ role of salespeople primarily focuses on outlining both an account strategy and a solutions strategy for the customer.

A)fire starting
B)guiding
C)surveying
D)information providing
E)mapmaking

Question 49

Zest Inc. operates in a market that is characterized by focused competition that is growing in breadth of market and service offerings. The market is coactive while customer needs are mutually defined. In which stage of personal-selling evolution is Zest currently operating?

A)Provider
B)Prospector
C)Procreator
D)Problem-solver
E)Persuader

Question 50

Which of the following types of salespeople are most likely to operate in the problem-solver stage of personal-selling evolution?

A)Car insurance salespeople
B)Telemarketers for photo studio
C)Communication systems salespeople for a telephone company
D)Route salespeople
E)Office supplies sellers calling on small businesses

Question 51

Nina, marketing head of Red Inc., changes the existing marketing strategy by adopting a customer relationship management (CRM) approach. Which of the following is likely to be a consequence of Nina's choice of the CRM approach?

A)The role of direct marketing increases.
B)The use of standardized forms of communication increases.
C)The focus of the sale will be primarily on the price.
D)The use of traditional strategies will increase.
E)The reliance on tactical approaches to marketing will increasE.Adoption of a CRM approach will require sales managers to develop nontraditional sales strategies.Companies will need to move to a more strategic, less tactical approach; direct marketing will assume a greater role; marketing will use a more personalized form of communication; the relationship will be based more on trust and the sale will focus not only on price.As a consequence, Nina is most likely to increase direct marketing activities as part of Red's marketing strategy.

Question 52

Which of the following stages in the evolution of personal selling is most likely to be associated with a participative market?

A)Provider stage
B)Prospector stage
C)Procreator stage
D)Persuader stage
E)Problem-solver stage

Question 53

What type of market prevails in the procreator stage of personal-selling evolution?

A)Coactive
B)Buyers'
C)Segmented
D)Participative
E)Sellers'

Question 54

A sellers' market is most closely associated with the _____ stage of personal-selling evolution.

A)procreator
B)prospector
C)persuader
D)problem-solver
E)provider

Question 55

Salespeople should educate themselves about their customers' businesses and regularly assess these businesses and their customers to achieve a position of knowledgeable authority. These responsibilities are most closely associated with the _____ role of salespeople.

A)mapmaking
B)guiding
C)fire starting
D)surveying
E)influencing

Question 56

When a firm's customer needs are mutually defined and matched with a tailored offering, the firm is most likely to be in the _____ stage of personal-selling evolution.

A)procreator
B)provider
C)prospector
D)persuader
E)problem-solver

Question 57

Which of the following terms is most closely associated with relationship marketing?

A)Persuasion
B)Compliance
C)Consultation
D)Partnership
E)Autonomy

Question 58

Which of the following statements about the stages in the evolution of selling is true?

A)Problem-solver selling is typically found in buyers' markets.
B)The intensity of competition is greatest for salespeople at the provider stage.
C)Customer needs are matched with tailored offering in the procreator stage.
D)The persuader stage is typically found in sellers' markets.
E)Competition is nonexistent in the procreator stagE.In the procreator stage, salespeople engage with the customers to mutually defining their needs and tailor products to satisfy those needs.

Question 59

Modern salespeople bring incremental value to the customer by identifying problems and opportunities, offering alternative options and solutions, and providing solutions with tangible value. These functions of salespeople can be classified under the _____ role.

A)fire starting
B)surveying
C)mapmaking
D)guiding
E)influencing

Question 60

Which of the following is true of competition at the persuader stage of personal-selling evolution?

A)Competition is almost non-existent.
B)Competition is undifferentiated and slightly intense.
C)Competition is differentiated and growing.
D)Competition is counteractive with increasing resources.
E)Competition is focused and growing.

Question 61

The _____ is the salesperson who introduces new products, promotions, and/or programs to potential customers without directly closing the sale.

A)missionary sales representative
B)creative seller
C)problem solver
D)order getter
E)order taker

Question 62

HRTech is a company that provides human resource management (HRM) services for small- and medium-sized businesses. HRTech visits LW Corp. for a sales presentation. At the end of the presentation, the sales person of HRTech asks, "Do you think you would like us to set up a personalized HR system for you?" This question is an example of a(n) _____.

A)close
B)lead screening process
C)objection handling
D)need-determination
E)pre-approach

Question 63

At Little Corp., Rick works as an order taker while Dev works as a missionary sales rep. Sasha is the only creative seller in the firm. Which of the following is most likely to happen when Rick encounters a situation that involves a major purchase decision if they follow a typical personal-selling procedure?

A)Rick may attempt to close the sale himself only for this one time.
B)Rick may route the sale to Sasha.
C)Rick may route the sale to Dev.
D)Rick will make the decision himself as part of his responsibilities.
E)Rick may take the decision after consulting with Dev.

Question 64

Which of the following products is likely to be the most expensive in terms of sales call costs?

A)Cosmetics
B)Personal care products
C)Computers
D)Cigarettes
E)Liquor

Question 65

Personal selling has many advantages over other communications methods. However, most companies do not use this extensively. Which of the following is a reason for this?

A)Personal selling lacks the ability to deliver customized solutions.
B)It is not effective when you want to reach a niche target audience.
C)Personal selling techniques have limited persuasion capability.
D)It does not have opportunities for immediate response and feedback.
E)Personal selling is expensive compared to other forms of communication.

Question 66

Robert performs sales activities such as prospecting, assessing the situation and determining the needs to be met, presenting the capabilities for satisfying these needs, and closing the sale. Robert is primarily performing the role of a(n) _____.

A)order-getter
B)missionary sales rep
C)distributer
D)provider
E)order-taker

Question 67

Sales people who travel to customers just to get their orders are called _____.

A)external order takers
B)field order takers
C)direct order getters
D)internal order takers
E)external order getters

Question 68

People who work at desk-jobs in the sales office and receive orders by phone, mail, or the Internet are called _____.

A)field order takers
B)virtual order takers
C)virtual order getters
D)inside order takers
E)inside order getters

Question 69

Leads are different from prospects in that:

A)leads may not have a need for the product or service offered.
B)leads are tougher to identify than prospects.
C)leads are more likely to make a purchase than prospects.
D)missionary sales reps are likely to close deals with leads.
E)leads are less likely to receive cold calls than prospects.

Question 70

Rafael visits an agent from whom he has purchased auto insurance to clarify some queries. Once the agent clarifies his queries, he asks Rafael if he has renters' insurance. After a briefing by the agent, Rafael is convinced that he needs renters' insurance and signs up for it. The agent's act of striking a second deal is an example of _____.

A)missionary selling
B)cross selling
C)field-order taking
D)lead hunting
E)order giving

Question 71

Which of the following steps of selling is performed right before demonstrating the capabilities of the firm and its products?

A)Handling the indirect objections of customers
B)Determining customers' needs and wants
C)Recommending ways to satisfy customers' needs and wants
D)Attempting to close the sale
E)Servicing the account

Question 72

In some industries, personal selling accounts for most of the promotional budget. This is true because:

A)it has a wider reach than the mass media.
B)it is not as expensive as other forms of communication.
C)the average cost per sales call has decreased since 1980.
D)the cost per sales call is lesser than the cost per message through other media.
E)one sales call is not likely to be enough to close a deal.

Question 73

Zoe Inc. is a jewelry store that gets its logo designed by Quirky Inc., a graphic design firm. After a successful launch of the new logo, the marketing head of Quirky visits Zoe's office and offers to redesign their website to reflect the changes in Zoe's logo. Quirky Ink is attempting to engage in _____.

A)lead hunting
B)cross selling
C)order giving
D)missionary selling
E)inside order taking

Question 74

Which type of sales personnel would most likely be handling sales situations involving straight rebuy?

A)Missionary sales representative
B)Order taker
C)Problem solver
D)Creative seller
E)Prospector

Question 75

Catharine introduces new products, new promotions, and new programs to customers, while the actual order is taken by Salim, the company's order taker. Catherine is likely to be a(n) _____.

A)order-getter
B)provider
C)distributer
D)missionary salesperson
E)persuader

Question 76

Tia works in the sales team of Blitz Inc. Her role involves receiving orders by phone or email. If she faces a situation that involves a major purchase decision, she forwards the email or call to Dan, a creative seller in the team. Tia is most likely to a be a(n) _____ for Blitz.

A)inside order getter
B)missionary salesperson
C)outside order getter
D)inside order taker
E)field order taker

Question 77

Which of the following types of sales jobs requires the most skill and preparation?

A)Missionary sales representative
B)Creative seller
C)Problem solver
D)Persuader
E)Order taker

Question 78

Which of the following stages in selling focuses on retaining existing customers rather than attracting new ones?

A)Problem-solving
B)Objection-handling
C)Closing the sale
D)Following up
E)Trial closing

Question 79

Which of the following involves some tasks of creative selling, but does not include taking an order?

A)Telemarketer
B)Route salesperson
C)Field order taker
D)Inside sales rep
E)Missionary salesperson

Question 80

Order taking is most likely to happen at the stage of _____.

A)feedback
B)objection handling
C)need determination
D)pre-approach
E)closing the sale