Chapter 13: Personal Selling and Sales Promotion

Question 1

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

Answer 1

Personal selling

Question 2

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

Answer 2

Salesperson

Question 3

Analyzing, planning, implementing and controlling sales force activities

Answer 3

Sales force management

Question 4

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

Answer 4

Territorial sales force structure

Question 5

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

Answer 5

Product sales force structure

Question 6

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

Answer 6

Customer (or market) sales force structure

Question 7

Sales people who travel to call on customers in the field

Answer 7

Outside sales force (or field sales force)

Question 8

Salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from buyers

Answer 8

Inside sales force

Question 9

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

Answer 9

Team selling

Question 10

Using online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance

Answer 10

Social selling

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

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

Answer 12

Prospecting

Question 13

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

Answer 13

Preapproach

Question 14

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

Answer 14

Approach

Question 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

Answer 15

Presentation

Question 16

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

Answer 16

Handling objections

Question 17

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

Answer 17

Closing

Question 18

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

Answer 18

Follow-up

Question 19

Their aim is to help salespeople close a specific sale with a customer

Answer 19

Transaction oriented

Question 20

Demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company

Answer 20

Value selling

Question 21

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

Answer 21

Sales promotion

Question 22

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

Answer 22

Consumer promotions

Question 23

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

Answer 23

Event marketing (or event sponsorship)

Question 24

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 24

Trade promotions

Question 25

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

Answer 25

Business promotions

Question 26

Steps in the selling process

Answer 26

Prospecting and qualifying
Preapproach
Approach 
Presentation and demonstration 
Handling objections 
Closing 
Follow-up

Question 27

Three levels of total product concept

Answer 27

Augmented product (outside)
Actual product (middle)
Core benefit (core)

Question 28

Relievers and credit; after sale service; installation; warranty refers to what level in the tpc

Answer 28

Augmented product

Question 29

Brand name; features; design; packaging; quality levels refer to what level in the TPC

Answer 29

Actual product