Ch. 13 Personal Selling and Sales Promotion

Question 1

Personal selling

Answer 1

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

Question 2

Salesperson

Answer 2

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.

Question 3

Sales force management

Answer 3

Analyzing, planning, implementing, and controlling sales force activities.

Question 4

Territorial sales force structure

Answer 4

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

Question 5

Product sales force structure

Answer 5

A sales force organization in which salespeople specialize in selling only a portion of the company’s products or lines.

Question 6

Customer (or market) sales force structure

Answer 6

A sales force organization in which salespeople specialize in selling only to certain customers or industries.

Question 7

Outside sales force (or field sales force)

Answer 7

Salespeople who travel to call on customers in th field.

Question 8

Inside sales force

Answer 8

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

Question 9

Team selling

Answer 9

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

Question 10

Sales quota

Answer 10

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

Question 11

Selling process

Answer 11

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

Question 12

Prospecting

Answer 12

The sales step in which a salesperson or company identifies qualified potential customers.

Question 13

Preapproach

Answer 13

The sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call.

Question 14

Approach

Answer 14

The sales step in which a salesperson meets the customer for the first time.

Question 15

Presentation

Answer 15

The sales step in which a salesperson tells the “value story” to the buyer, showing how the company’s offer solves the customer’s problems.

Question 16

Handling objections

Answer 16

The sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying.

Question 17

Closing

Answer 17

The sales step in which a salesperson asks the customer for an order.

Question 18

Follow-up

Answer 18

The sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business.

Question 19

Sales promotion

Answer 19

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

Question 20

Consumer promotions

Answer 20

Sales promotion tools used to boost short-term customer buying and involvement or to enhance long-term customer relationships.

Question 21

Event marketing (or event sponsorships)

Answer 21

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

Question 22

Trade promotions

Answer 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.

Question 23

Business promotions

Answer 23

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