16. Personal Selling and Sales Promotion

Question 0

An individual representing a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering and relationship building

Answer 0

Salesperson

Question 1

Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships

Answer 1

Personal selling

Question 2

Analysis, planning, implementation and control of sales force activities

Major steps include: designing sales force strategy and structure, recruiting and selecting salespeople, and training, compensating, supervising and evaluating them

Answer 2

Sales force management

Question 3

A sales force organisation that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company’s full line

Answer 3

Territorial sales force structure

Question 4

A sales force organisation under which salespeople specialise in selling only a portion of the company’s products or lines

Answer 4

Product sales force structure

Question 5

A sales force organisation under which salespeople specialise in selling only to certain customer or industries

Answer 5

Customer (or market) sales force structure

Question 6

Salespeople who travel to call on customers in the field

Answer 6

Outside sales force (or field sales force)

Question 7

Salespeople who conduct business from their offices via telephone, the Internet or visits from prospective buyers

Answer 7

Inside sales force

Question 8

Using teams of people from sales, marketing, engineering, finance, technical support and even upper management to service large, complex accounts

Answer 8

Team selling

Question 9

The merging of innovative sales practices with Web 2.0 technologies to improve sales force effectiveness and efficiency

Answer 9

Sales 2.0

Question 10

A standard that states the amount a salesperson should sell and how sales should be divided among the company’s products

Answer 10

Sales quota

Question 11

The steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing and follow-up

Answer 11

Selling process

Question 12

A salesperson or company identifies qualified potential customers

Answer 12

Prospecting

Question 13

A salesperson learns as much as possible about a prospective customer before making a sales call

Answer 13

Preapproach

Question 14

A salesperson meets the customer for the first time

Answer 14

Approach

Question 15

The step in the selling process in which the salesperson tells the ‘product story’ to the buyer, highlighting customer benefits

Answer 15

Presentation (a step of the selling process)

Question 16

A salesperson seeks out, clarifies and overcomes any customer objections to buying

Answer 16

Handling objections

Question 17

A salesperson asks the customer for an order

Answer 17

Closing

Question 18

A salesperson follows up after the sale to ensure customer satisfaction and repeat business

Answer 18

Follow-up

Question 19

Short-term incentives to encourage the purchase or sale of a product or service

Answer 19

Sales promotion

Question 20

Sales promotion tools used to urge short-term customer buying or to enhance long-term customer relationships

Answer 20

Consumer promotion tools

Question 21

Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others

Answer 21

Event marketing (or event sponsorships)

Question 22

Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising and push it to consumers

Answer 22

Trade promotion tools

Question 23

Sales promotion tools used to generate business leads stimulate purchases, reward customers and motivate salespeople

Answer 23

Business promotion tools