Chapter 14

Question 1

Promotions that focus on members of the “trade”, which include distribution channel members, such as retail salespeople or which include distribution channel members, such as retail salespeople or wholesale distributors, that a firm must work with in order to sell its products

Answer 1

Trade promotions

Question 2

reimburses the retailer for in-store support of the product

Answer 2

Merchandising allowance

Question 3

a discount to retailer or wholesaler based on the volume of product ordered

Answer 3

Case allowance

Question 4

A sales promotion where the manufacturer and the retailer share the cost

Answer 4

Co-op advertising

Question 5

Events at which many companies set up elaborate exhibits to show their products, give away samples, distribute product literature, and troll for new business contacts

Answer 5

Trade shows

Question 6

Goodies such as coffee mugs, T-shirts, and magnets given away to build awareness for a sponsor. Some freebies are distributed directly to consumers and business customers; others are intended for channel partners such as retailers and vendors.

Answer 6

Promotional products

Question 7

In-store displays and signs

Answer 7

Point-of-Purchase (POP) displays

Question 8

A bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product

Answer 8

Push money

Question 9

________________ is the fastest-growing type of marketing communication

Answer 9

Direct marketing

Question 10

Any direct communication to a consumer or business recipient designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product

Answer 10

Direct marketing

Question 11

A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items

Answer 11

Catalog

Question 12

a brochure or pamphlet that offers a specific good or service at one point in time

Answer 12

Direct mail

Question 13

Unlike a catalog retailer that offers a variety of merchandise through the mail, _________ is a brochure or pamphlet that offers a specific good or service at one point in time. This is a mail offer that has an advantage over a catalog because the sender can personalize it.

Answer 13

Direct mail

Question 14

The use of the telephone to sell directly to consumers and business customers

Answer 14

Telemarketing

Question 15

The major issue on the horizon for _____ is whether they will be able to access cell phone numbers, as many consumers fear.

Answer 15

telemarketing

Question 16

A direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product

Answer 16

Direct response advertising

Question 17

Although for many companies the Internet has become the medium of choice for _____________, this technique is still alive and well in magazines, newspapers, and television

Answer 17

direct marketing

Question 18

Advertising on TV that seeks a direct response including short commercials of less than two minutes, 30-minute or longer infomercials, and home shopping networks

Answer 18

Direct Response TV (DRTV)

Question 19

Half-hour or hour-long commercials that that resemble a talk show but actually are sales pitches

Answer 19

Infomercials

Question 20

Promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as smartphones, and personal digital assistants (PDAs)

Answer 20

M-Commerce

Question 21

Marketing communication by which a company representative interacts directly with a customer or prospective customer to communicate about a good or service

Answer 21

Personal Selling

Question 22

___________ is not the same thing as ________.
__________ bypass channel intermediaries and sell directly from manufacturer to consumer through personal, one-to-one contact. Typically, independent sales representatives sell in person in a customer’s home or place of business.

Answer 22

Direct selling, direct marketing.

Direct sellers

Question 23

A salesperson whose primary function is to facilitate transactions that the customer initiates

Answer 23

Order Taker

Question 24

A sales support person with a high level of technical expertise whose assists in product ddemonstrations

Answer 24

Technical Specialist

Question 25

A salesperson who promotes the firm and tries to stimulate demand for a product but does not actually complete a sale

Answer 25

Missionary Salesperson

Question 26

The person responsible for finding new customers and calling on them to present the company’s products

Answer 26

New-business salesperson

Question 27

A salesperson who works to develop long-term relationships with particular customers or to generate new sales

Answer 27

Order getter

Question 28

The sales function when handled by a team that may consists of a salesperson, a technical specialist, and others

Answer 28

Team selling

Question 29

Selling has moved from a ______, hard-sell approach to and approach based on _____ with customers

Answer 29

transactional, relationship

Question 30

A form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer

Answer 30

Transactional Selling

Question 31

A form of personal selling that involves securing, developing, and maintaining long-term relationships with profitable customers

Answer 31

Relationship selling

Question 32

The process of seeking out potential customers, analyzing needs, determining how product attributes might provide benefits for the customer, and them communicating that information

Answer 32

Creative selling process

Question 33

The first step in the creative selling process

A part of the selling process that includes identifying and developing a list of potential or prospective customers

Answer 33

Prospecting

Question 34

Maintaining a customer relationship means building customer ______ and ______ –thus, you can count on the customer to provide future business and stick with you for the long haul

Answer 34

satisfaction, loyalty

Question 35

Prospect and Qualify> Preapproach> Approach> Sales Presentation> Handle Objections> Close> Follow-up

Answer 35

The Creative Selling Process

Question 36

The second step of the creative selling process.
A part of the selling process that includes developing information about prospective customers and planning the sales interview

Answer 36

Preapproach

Question 37

The third step in the creative selling process.
Though it is the first step of the actual sales presentation in which the salesperson tries to learn more about the customer’s needs, create a good impression, and build rapport

Answer 37

Approach

Question 38

The fourth step in the creative selling process.
The part of the selling process in which the salesperson directly communicates the value proposition to the customer and invites two-way communication

Answer 38

Sales presentation

Question 39

The fifth step in the creative selling process

Answer 39

Handle Objections

Question 40

The sixth stage of the creative sells process.

The stage of the selling process in which the salesperson actually asks the customer to buy the product

Answer 40

Close

Question 41

The seventh and final stage of the creative selling process.

The stage in which activities after the sale that provide important services to customers.

Answer 41

Follow-up

Question 42

The process of planning, implementing, and controlling the personal selling function of an organization

Answer 42

Sales management

Question 43

________________ state what management expects the sales force to accomplish and when.

Answer 43

Sales force objectives

Question 44

Firms that engage in relationship selling also state objectives that relate to customer _______, _____, ________ (or turnover). Other common objectives are new customer development, new product suggestions, training, reporting on competitive activity, and community involvement,

Answer 44

satisfaction, loyalty, and retention

Question 45

Set Sales Force Objectives> Create a Sales Force Strategy> Recruit, Train, and Reward the Sales Force> Evaluate the Sales Force

Answer 45

Sales Force Strategy (process)

Question 46

A set of customers, often defined by geographic boundaries, for whom a particular salesperson is responsible

Answer 46

Sales Territory

Question 47

Because the quality of a sales force can make or break a firm, a top priority for sales managers is to recruit and hire the right set of people to do the job. The ideal candidates exhibit good ______ skills, effective _______ skills, the ability to adapt their sales style from situation to situation, _______ (sticking with a task), and a high level of _________ ___________.

Answer 47

listening, follow-up, tenacity, personal organization