Chapter 19

Question 1

Personal Selling

Answer 1

Paid personal communication that attempts to inform customers and persuade them to buy products in an exchange situation.

Question 2

Prospecting

Answer 2

Developing a database of potential customers.

Question 3

Approach

Answer 3

The manner in which a salesperson contacts a potential customer.

Question 4

Closing

Answer 4

The stage in the personal selling process when the salesperson asks the prospect to buy the product.

Question 5

Order Getter

Answer 5

A salesperson who sells to new customers and increases sales to current customers.

Question 6

Order Takers

Answer 6

Salespeople who primarily seek repeat sales.

Question 7

Support Personnel

Answer 7

Sales staff members who facilitate selling but usually are not involved solely with making sales.

Question 8

Missionary Salespeople

Answer 8

Support salespeople, usually employed by a manufacturer, who assist the producer’s customers in selling to their own customers.

Question 9

Trade Salespeople

Answer 9

Salespeople involved mainly in helping a producer’s customers promote a product.

Question 10

Technical Salespeople

Answer 10

Support salespeople who give technical assistance to a firm’s current customers.

Question 11

Team Selling

Answer 11

The use of a team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process.

Question 12

Relationship Selling

Answer 12

The building of mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time.

Question 13

Recruiting

Answer 13

Developing a list of qualified applicants for sales positions.

Question 14

Straight Salary Compensation Plan

Answer 14

Paying salespeople a specific amount per time period, regardless of selling efforts.

Question 15

Straight Commission Compensation Plan

Answer 15

Paying salespeople according to the amount of their sales in a given time period.

Question 16

Combination Compensation Plan

Answer 16

Paying salespeople a fixed salary plus a commission based on sales volume.

Question 17

Sales Promotion

Answer 17

An activity and/or material intended to induce re sellers or salespeople to sell a product or consumers to buy it.

Question 18

Consumer Sales Promotion Methods

Answer 18

Sales promotion technique that encourage consumers to patronize specific stores or try particular products.

Question 19

Coupons

Answer 19

Written price reductions used to encourage consumers to buy a specific product.

Question 20

Cents-off Offer

Answer 20

A promotion that allows buyers to pay less than the regular price to encourage purchase.

Question 21

Money Refund

Answer 21

A sales promotion technique that offers consumers a specified amount of money when they mail in a proof of purchase, usually for multiple product purchases.

Question 22

Rebate

Answer 22

A sales promotion technique in which a consumer receives a specific amount of money for making a single product purchase.

Question 23

Point-Of-Purchase (POP) Materials

Answer 23

Signs, window displays, display racks, and similar devices used to attract customers.

Question 24

Demonstration

Answer 24

A sales promotion method a manufacturer uses temporarily to encourage trial use and purchase of a product or to show how a product works.

Question 25

Free Sample

Answer 25

A sample of a product given out to encourage trial and purchase.

Question 26

Premium

Answer 26

An item offered free or at a minimal cost as a bonus for purchasing a product.

Question 27

Consumer Contests

Answer 27

Sales promotion methods in which individuals compete for prizes based on their analytical or creative skills.

Question 28

Consumer Games

Answer 28

Sales promotion methods in which individuals compete for prizes based primarily on chance.

Question 29

Consumer Sweepstakes

Answer 29

A sales promotion in which entrants submit their names for inclusion in a drawing for prizes.

Question 30

Trade Sales Promotion Methods

Answer 30

Methods intended to persuade wholesalers and retailers to carry a producer’s products and market them aggressively.

Question 31

Buying Allowance

Answer 31

A temporary price reduction to resellers for purchasing specified quantities of a product.

Question 32

Buy-Back Allowance

Answer 32

A sum of money given to a reseller for each unit bought after an initial promotion deal is over.

Question 33

Scan-Back Allowance

Answer 33

A manufacturer’s reward to retailers based on the number of prices scanned.

Question 34

Merchandise Allowance

Answer 34

A manufacturer’s agreement to pay resellers certain amounts of money for providing special promotional efforts, such as setting up and maintaining a display.

Question 35

Cooperative Advertising

Answer 35

An arrangement in which a manufacturer agrees to pay a certain amount of a retailer’s media costs for advertising the manufacturer’s products.

Question 36

Dealer Listing

Answer 36

An advertisement that promotes a product and identifies the names of participating retailers that sell the product.

Question 37

Free Merchandise

Answer 37

A manufacturer’s reward given to resellers that purchase a state quantity of products.

Question 38

Dealer Loader

Answer 38

A gift, often part of a display, given to a retailer that purchases a specified quantity of merchandise.

Question 39

Premium Money (Push Money)

Answer 39

Extra compensation to salespeople for pushing a line of goods.

Question 40

Sales Contest

Answer 40

A sales promotion method used to motivate distributors, retailers, and sales personnel through recognition of outstanding achievements.