Question 1

Although a salesperson's work can vary significantly from one company to another,it usually involves a mix of creative selling,missionary selling,and __________.
A) personal selling
B) sales promotion
C) order processing
D) indirect selling

Accepted Answer

The answer of Although a salesperson's work can vary significantly...

Question 2

Promotion that is aimed at the ultimate consumer with the goal of generating demand for the good or service is based on a(n)________.
A) cooperative strategy
B) pulling strategy
C) pushing strategy
D) emphasis on personal selling

Accepted Answer

A pulling strategy focuses on generating demand from the ultimate consumer, often using advertising or other mass media tactics. This is in contrast to a pushing strategy, which focuses on promoting the product to intermediaries such as wholesalers or retailers. Cooperative strategies are partnerships between companies, and while personal selling can be a part of a pulling strategy, it is not the defining characteristic.

Question 3

Wal-Mart's pricing objective is based primarily on ________ while a jewelry store's pricing objective is based primarily on ________.
A) profitability;prestige
B) profitability;profitability
C) volume;prestige
D) volume;profitability

Accepted Answer

Wal-Mart focuses on high sales volume with low prices to attract more customers, while jewelry stores often focus on prestige pricing to convey exclusivity and luxury.

Question 4

Dell Computer provides inner city schools with free computers and wireless Internet access.This is an example of ________.
A) sales promotion
B) public relations
C) personal selling
D) creative selling

Accepted Answer

This is an example of public relations as Dell Computer is demonstrating its corporate social responsibility by providing free computers and wireless Internet access to inner city schools. This action is aimed at building goodwill and a positive image for the company.

Question 5

Salespeople determine if prospects have the financial ability and authority to buy through ________.
A) approach
B) follow-up
C) handling objections
D) qualifying

Accepted Answer

Qualifying is the process of assessing a prospect's financial ability, authority, and willingness to buy. This helps salespeople focus their efforts on high-potential leads and avoid wasting time on unqualified prospects. Approach refers to the initial contact with a prospect, follow-up is the process of following up with a prospect after initial contact, and handling objections is the process of addressing concerns or objections a prospect may have about the product or service.

Question 6

Elizabeth and Tom have had an in-ground swimming pool installed in their backyard.About one week after installation,the salesperson telephoned and asked if everything about the pool met with their approval.The salesperson is ________.
A) prospecting
B) trying to get a repeat order
C) conducting a follow-up
D) overcoming objections

Accepted Answer

The salesperson is conducting a follow-up to ensure customer satisfaction and possibly address any issues or concerns that may have arisen since the installation of the pool.

Question 7

What can a firm do if it is too difficult or too expensive to have salespeople meet all potential customers in person?
A) Set up a focus group
B) Meet prospects in a central location
C) Engage in missionary selling
D) Use telemarketing

Accepted Answer

Using telemarketing can be a cost-effective alternative to meeting potential customers in person. It allows firms to reach a large number of people quickly and efficiently, without the expense of travel and face-to-face meetings.

Question 8

Volume objectives bases pricing decisions on ________.
A) image goals and status quo pricing
B) supply and demand
C) breakeven analysis
D) market share

Accepted Answer

The answer of Volume objectives bases pricing decisions on ________.
A)...

Question 9

Melissa is a marketing manager for the Small Business Network at American Express and regularly sends materials to various companies to participate in credit card promotions.Melissa is employing a ________ strategy.
A) sales promotion
B) pulling
C) public relations
D) pushing

Accepted Answer

Melissa is pushing materials and promotions to the targeted companies, hence she is employing a pushing strategy. Sales promotion is a communication tool used in both pulling and pushing strategies, but it is not the strategy in itself. Public relations is not a correct fit here, as it involves managing the relationship between the company and its stakeholders through various communication channels such as media and community. Pulling strategy involves attracting customers towards the product through advertising and promotion activities that create demand, which is not the case here. Therefore, the best fit is the pushing strategy.

Question 10

A pushing promotional strategy is ________.
A) designed to promote one item at a time and place it near the location of the actual purchase decision
B) designed to encourage consumers to ask for the product if the retailer does not carry it
C) primarily used when goods or services are marketed to the ultimate consumer
D) designed to market the product,product line,or service to wholesalers and retailers

Accepted Answer

A pushing promotional strategy is designed to market the product, product line, or service to wholesalers and retailers, which is why option D is the correct choice. Option A refers to a point-of-purchase strategy, option B refers to a pull strategy, and option C refers to a consumer-focused strategy.

Question 11

Marketers using a pushing promotional strategy might offer which of these services to marketing intermediaries?
A) Cash discounts
B) Trade discounts
C) Cooperative advertising allowances
D) Promotional materials

Accepted Answer

The answer of Marketers using a pushing promotional strategy might...

Question 12

Tanya is an account representative for an office supply corporation who frequently provides demonstrations to business professionals.When someone complained about the company's fax machine,Tanya viewed the situation as an opportunity to ________.
A) determine if the prospect has the ability to pay for the machine
B) propose alternative purchases
C) revise her approach to the prospect
D) extend the presentation and answer questions

Accepted Answer

Tanya should use this complaint as an opportunity to extend the presentation and answer questions. This will give her the chance to address any concerns the prospect may have and showcase the benefits of the company's fax machines. Options A and B are not appropriate as the customer has already expressed interest in a fax machine from the company. Option C is not necessary unless there are other signs that Tanya needs to revise her approach.

Question 13

Shannon sells furniture,and a couple in her store tells her they're impressed with a particular living room couch.Shannon should ________.
A) show them a more expensive model
B) persuade them to buy furniture for their entire home
C) point out less-than-stellar aspects of the model
D) attempt to close the sale

Accepted Answer

As the customers have already shown interest and complimented a particular couch, it is the best time for Shannon to attempt to close the sale. Showing a more expensive model may cause the customers to rethink their decision or intimidate them, while persuading them to buy furniture for their entire home may be seen as pushy. Pointing out flaws in the model may also deter them from making a purchase. Therefore, the best choice for Shannon is to try to close the sale by providing additional information, addressing any questions or concerns the customers may have, and expressing gratitude for their interest.

Question 14

Assume a company wants to increase its profitability.Which of the following would be inconsistent with the company's objective?
A) Operate more efficiently
B) Maintain price while increasing the size or amount of the product
C) Reduce costs
D) Raise prices

Accepted Answer

The answer of Assume a company wants to increase its...

Question 15

When a pharmaceutical company uses the phrase "ask your doctor" in its ads,the company is using a ________ strategy to appeal directly to the public instead of physicians alone.
A) public relations
B) pulling
C) pushing
D) sales promotion

Accepted Answer

The answer of When a pharmaceutical company uses the phrase...

Question 16

__________ involves an unpaid placement of information used to stimulate demand for a product or service.
A) Point-of-purchase advertising
B) Publicity
C) Specialty advertising
D) Cause advertising

Accepted Answer

Publicity involves getting information about a product or service placed in the media without paying for it. This can include news stories, feature articles, or other forms of editorial coverage. The goal is to generate interest and awareness of the product or service without directly advertising it.

Question 17

The salesperson's task of identifying potential customers is known as ________.
A) follow-up
B) approach
C) demonstration
D) prospecting

Accepted Answer

Prospecting is the process of identifying potential customers who are likely to buy the product or service being offered. It involves searching for and qualifying leads through research, referrals, networking, and other methods.

Question 18

The process of finalizing a sale is the ________.
A) demonstration
B) closing
C) approach
D) presentation

Accepted Answer

The process of finalizing a sale is called closing. It is the step in the sales process where the salesperson asks the prospect to buy the product or service. This can involve negotiating the price, discussing financing options, and addressing any final objections or concerns the prospect may have.

Question 19

The future attitudes of most prospects are affected by the first impression they form of the salesperson.Therefore,salespeople ________.
A) must be selective in identifying prospects
B) must be tactful when they respond to objections
C) should carefully prepare their approach to potential customers
D) should use the same sales pitch to all customers

Accepted Answer

Since the first impression has a significant impact on the future attitudes of most prospects, salespeople must carefully prepare their approach to potential customers. This means taking the time to research and understand the prospects' needs, concerns, and preferences, and tailoring the sales pitch accordingly. Being selective in identifying prospects and tactful in responding to objections are also important skills, but they are secondary to the critical task of making a positive first impression. Using the same sales pitch for all customers is a recipe for failure, as it fails to recognize the unique characteristics of each prospect and the specific benefits they seek from the product or service being offered.

Question 20

The use of literature and unusual visual aids is part of the ________.
A) approach
B) demonstration
C) closing
D) qualifying stage

Accepted Answer

The answer of The use of literature and unusual visual...

Quiz 13: Promotion and Pricing Strategies

Although a salesperson's work can vary significantly from one company to another,it usually involves a mix of creative selling,missionary selling,and __________.

Promotion that is aimed at the ultimate consumer with the goal of generating demand for the good or service is based on a(n) ________.

Wal-Mart's pricing objective is based primarily on while a jewelry store's pricing objective is based primarily on .

Dell Computer provides inner city schools with free computers and wireless Internet access.This is an example of ________.

Salespeople determine if prospects have the financial ability and authority to buy through ________.

Elizabeth and Tom have had an in-ground swimming pool installed in their backyard.About one week after installation,the salesperson telephoned and asked if everything about the pool met with their approval.The salesperson is ________.

What can a firm do if it is too difficult or too expensive to have salespeople meet all potential customers in person?

Volume objectives bases pricing decisions on ________.

Melissa is a marketing manager for the Small Business Network at American Express and regularly sends materials to various companies to participate in credit card promotions.Melissa is employing a ________ strategy.

A pushing promotional strategy is ________.

Marketers using a pushing promotional strategy might offer which of these services to marketing intermediaries?

Tanya is an account representative for an office supply corporation who frequently provides demonstrations to business professionals.When someone complained about the company's fax machine,Tanya viewed the situation as an opportunity to ________.

Shannon sells furniture,and a couple in her store tells her they're impressed with a particular living room couch.Shannon should ________.

Assume a company wants to increase its profitability.Which of the following would be inconsistent with the company's objective?

When a pharmaceutical company uses the phrase "ask your doctor" in its ads,the company is using a ________ strategy to appeal directly to the public instead of physicians alone.

__________ involves an unpaid placement of information used to stimulate demand for a product or service.

The salesperson's task of identifying potential customers is known as ________.

The process of finalizing a sale is the ________.

The future attitudes of most prospects are affected by the first impression they form of the salesperson.Therefore,salespeople ________.

The use of literature and unusual visual aids is part of the ________.