Question 1

How does personal selling differ from other forms of promotion?

Accepted Answer

Personal selling involves direct communication between the salesperson and the potential customer. This allows for a customized message to be delivered, addressing the specific needs and concerns of the customer. Other forms of promotion, such as advertising, do not allow for this level of customization.

Question 2

Trianka Patel has recently started a mailing service in a region that is showing tremendous industrial growth.Her business has the capability to print,fold,insert,and mail all types of letters.Her customers include three local retailers,a small university,and a regional cable television provider.She needs more customers and plans to spend one day per week visiting businesses and introducing her services.What is she engaged in?

Accepted Answer

Trianka Patel is engaging in personal selling, which involves face-to-face communication with potential customers to promote and sell a product or service. By spending one day per week visiting businesses and introducing her services, she is using personal selling to acquire new customers. Research and development involves creating new products or improving existing ones, direct sales management involves managing a team of salespeople, and sales promotion involves using incentives or discounts to encourage customers to make a purchase.

Question 3

Jefferson Smurfit Company is a multi-billion-dollar supplier of packaging materials.One of its salespeople rearranged production schedules at three different plants to satisfy an unexpected demand for boxes from General Electric.The salesperson's actions are typical of the company's sales philosophy and indicate an emphasis on which of the following?

Accepted Answer

The salesperson's actions demonstrate relationship selling, which focuses on building long-term relationships with clients by going above and beyond to meet their needs, as shown by rearranging production schedules to satisfy General Electric's demand.

Question 4

Fiona is a sales associate at a store that sells new and used videos and DVDs.Recently,she was given a CD of the music from Vanity Fair to encourage her to suggest customers buy this movie.What is the CD an example of?

Accepted Answer

The CD given to Fiona is an example of a trade sales promotion, which is a marketing technique aimed at encouraging sales associates or retailers to promote a particular product. In this case, the CD is used as an incentive for Fiona to recommend the Vanity Fair movie to customers.

Question 5

Mountain Valley Springs Company,a producer of bottled water,sells a highly standardized product to consumers all over Canada.You would expect Mountain Valley Springs to rely on which of the following to promote its product?

Accepted Answer

Since the product is highly standardized and sold to consumers all over Canada, it is likely that the company would rely on mass communication channels such as advertising and sales promotion to reach a wide audience and promote its product. Publicity and direct marketing may be less effective due to the standardized nature of the product and the wide distribution, while public relations and personal selling may not be cost-effective for a product sold to consumers all over Canada.

Question 6

Which of the following statements characterizes the traditional personal selling approach?

Accepted Answer

The traditional personal selling approach involves using proposals and presentations that heavily emphasize pricing and product features. This approach is still widely used today, despite the rise of digital marketing and other newer methods of selling. Options A and C are not accurate characterizations of traditional selling, and while option B may be true to some extent, it is not a defining characteristic of the approach.

Question 7

Which of the following BEST describes relationship selling?

Accepted Answer

Relationship selling emphasizes building long-term relationships with customers and achieving a win-win outcome where both the customer and the seller benefit. It is focused on developing trust and understanding the customer's needs and preferences. It is commonly used in B2B and high-involvement products and services, where building relationships is key to maintaining business success.

Question 8

Which of the following is direct communication between a sales representative and one or more prospective buyers,for the purpose of making a sale?

Accepted Answer

Personal selling is the direct communication between a sales representative and one or more prospective buyers with the purpose of making a sale. Sales promotion involves short-term incentives to encourage the purchase or sale of a product or service, while trade promotion is focused on promoting the product within a specific industry or trade channel. Direct marketing is a type of advertising campaign that seeks a specific response from the target audience, such as a purchase or request for information, through various channels such as email, mail, or telemarketing.

Question 9

How does personal selling differ from other forms of promotion?

Accepted Answer

Personal selling involves direct interaction between the salesperson and the customer, which makes it easier to handle objections and provide personalized solutions. This level of customization is not possible with other forms of promotion such as advertising, which have a broader audience and cannot be tailored to individual needs.

Question 10

When is personal selling more important than advertising and sales promotion?

Accepted Answer

Personal selling is more important than advertising and sales promotion when the product being sold is technically complex. This is because the salesperson can provide more detailed information and answer specific questions that potential customers may have. In contrast, advertising and sales promotions are better suited for products with a lower value, a larger customer base, or when the buyers are extremely dispersed.

Question 11

What is an advantage personal selling has over other forms of promotion?

Accepted Answer

Personal selling allows for a two-way communication between the seller and the customer, which allows the seller to customize the message according to the customer's needs and interests. This is not possible with other forms of promotion such as advertising, where the message is the same for all customers.

Question 12

Trade sales promotions are popular among manufacturers because they do all of the following EXCEPT which one?

Accepted Answer

Trade sales promotions are focused on encouraging retailers and wholesalers to buy and stock a manufacturer's products. While these promotions can improve trade relations, increase store traffic, and obtain support for consumer sales promotions, they are not necessarily designed to create long-term relationships between manufacturers and customers. That is typically the role of other marketing activities, such as brand building and loyalty programs.

Question 13

For which of the following products would its producer be more likely to choose personal selling rather than advertising or sales promotion to market it?

Accepted Answer

Insurance policies usually involve more complex and personalized communication to explain coverage details and benefits to potential clients. Personal selling allows for a more in-depth discussion of the policy and address specific concerns the customer may have.

Question 14

Which of the following is money offered by a manufacturer to employees of channel intermediaries to encourage them to sell the manufacturer's product?

Accepted Answer

Push money, also known as spiffs, is a type of sales incentive program offered by a manufacturer to employees of channel intermediaries to encourage them to sell the manufacturer's product. It is a monetary reward given to salespeople for selling a specific product or reaching a sales goal within a specific time frame.

Question 15

Which of the following is a sales practice that involves building,maintaining,and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships?

Accepted Answer

Relationship selling involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships. Adaptive selling involves adjusting the sales approach to fit the needs of the customer, stimulus-response selling involves triggering a desired response from the customer through specific stimuli, and needs-dependent selling involves identifying and fulfilling the customer's specific needs.

Question 16

Schwinn Cycling and Fitness,Inc. ,is offering a chain of sporting goods superstores a 20 percent discount on all Schwinn bicycles if the stores will run their own special promotion on the new Schwinn Paramount Titanium bikes.What is Schwinn offering?

Accepted Answer

Schwinn Cycling and Fitness, Inc. is offering the sporting goods superstores a discount on all Schwinn bicycles if they agree to run a special promotion on the new Schwinn Paramount Titanium bikes. This is an example of a trade allowance, where the manufacturer offers a discount to a retailer in exchange for increased sales of a specific product.

Question 17

Which of the following BEST describes the use of trade shows,conventions,and conferences to contact customers?

Accepted Answer

Trade shows, conventions, and conferences provide an opportunity for companies to reach a large number of potential customers at a lower cost per customer than through personal sales calls. This makes it a cost-effective way to contact customers.

Question 18

Harland & Wolff in Belfast,North Ireland,makes ocean-going vessels.Last year its primary customer was the U.S.government.You would expect Harland & Wolff to rely on which of the following to promote its vessels?

Accepted Answer

Harland & Wolff, dealing with large-scale, high-value products like ocean-going vessels, would rely on personal selling to build relationships and negotiate contracts with major clients like the U.S. government.

Question 19

Broyhill is offering the sales force at Meers Furniture Emporium a $50 reward for each Broyhill Pleasant Isle Living Room Collection sold in the next 30 days.What type of trade sales promotion is the $50?

Accepted Answer

The $50 reward offered by Broyhill is an example of push money, which is a type of trade sales promotion where manufacturers offer incentives or bonuses to salespeople to motivate them to push their products over competitors'.

Question 20

You are responsible for sales promotion for a new brand of low-carb dairy products for people who are trying to lose weight.You need to introduce a new product to supermarket managers and owners,attract and identify new store contacts,and test market the response to your new product.Which type of trade promotion would most likely help you reach your objectives?

Accepted Answer

The answer of You are responsible for sales promotion for...

Quiz 15: Sales Promotion and Personal Selling

How does personal selling differ from other forms of promotion?

Fiona is a sales associate at a store that sells new and used videos and DVDs.Recently,she was given a CD of the music from Vanity Fair to encourage her to suggest customers buy this movie.What is the CD an example of?

Mountain Valley Springs Company,a producer of bottled water,sells a highly standardized product to consumers all over Canada.You would expect Mountain Valley Springs to rely on which of the following to promote its product?

Which of the following statements characterizes the traditional personal selling approach?

Which of the following BEST describes relationship selling?

Which of the following is direct communication between a sales representative and one or more prospective buyers,for the purpose of making a sale?

How does personal selling differ from other forms of promotion?

When is personal selling more important than advertising and sales promotion?

What is an advantage personal selling has over other forms of promotion?

Trade sales promotions are popular among manufacturers because they do all of the following EXCEPT which one?

For which of the following products would its producer be more likely to choose personal selling rather than advertising or sales promotion to market it?

Which of the following is money offered by a manufacturer to employees of channel intermediaries to encourage them to sell the manufacturer's product?

Which of the following is a sales practice that involves building,maintaining,and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships?

Schwinn Cycling and Fitness,Inc. ,is offering a chain of sporting goods superstores a 20 percent discount on all Schwinn bicycles if the stores will run their own special promotion on the new Schwinn Paramount Titanium bikes.What is Schwinn offering?

Which of the following BEST describes the use of trade shows,conventions,and conferences to contact customers?

Harland & Wolff in Belfast,North Ireland,makes ocean-going vessels.Last year its primary customer was the U.S.government.You would expect Harland & Wolff to rely on which of the following to promote its vessels?

Broyhill is offering the sales force at Meers Furniture Emporium a $50 reward for each Broyhill Pleasant Isle Living Room Collection sold in the next 30 days.What type of trade sales promotion is the $50?