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Exam 17: Personal Selling and Sales Promotion

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Question 101

Multiple Choice

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An arrangement in which a manufacturer pays a certain amount of a retailer's media costs for advertising that manufacturer's products is

A) a buy-back allowance.
B) a merchandise allowance.
C) premium money.
D) push money.
E) cooperative advertising.

F) A) and D)
G) C) and D)

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Question 102

Multiple Choice

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Jennifer Clarkson, a sales representative for a publisher of college textbooks, had the southern half of the state as a sales territory. Last year, the director of marketing for the publishing company told Jennifer's sales manager to increase her territory to the entire state. Now Jennifer's customers are less satisfied with the company. They are most likely to blame ____ for their reduced level of customer satisfaction.

A) the textbook authors
B) the company's chief executive officer
C) the marketing manager
D) the sales manager
E) Jennifer

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

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Question 103

Multiple Choice

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Which of the following statements is true about rebates?

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

Carlos generally makes cold calls on businesses to look for new prospects. He has many satisfied customers, but like many salespeople, he does not frequently utilize one of the best ways to find new prospects, which is through

Identify and discuss some of the key objectives in using sales promotion.

Which of the following is an example of a trade sales promotion method?

Heinz uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered

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

Scenario 17.1 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 17.1. Sean selects several motorcycle stores who are not currently his customers. He then obtains and analyzes information about the current brands of motorcycle accessories they stock, their sales trends, and credit history. Sean is engaged in which of the following?

Sebastian, Kevin's sales manager, points out to him that his last shopper in the housewares department didn't seem interested or involved as he explained the new food processor to her. Sebastian suggests that Kevin use a(n) ____ as part of his presentation next time.

Current customers are sources of leads for finding prospective customers.

Customer density and distribution are important factors in

All of the following are key areas of sales force management except

Ron is a sales representative for Staples. He works in a business-to-business environment trying to sell office supply products to offices. He works to build long-term associations with his customers by regularly communicating with them. He spends a long time listening to their needs and provides support after the sale. Which type of selling is Ron engaged in?

Using referrals falls under the approach step in the personal selling process.

Many consumers redeem coupons only for products they normally buy.

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.

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

A salesperson with a larger territory will have the advantage of being able to achieve more sales than salespeople with smaller territories.