Q&A Hero

Q: When a shopper visits a retail store to inspect merchandise, but then purchases the merchandise online, it is referred to as __________. A. Multichannel retailing B. Multichannel marketing C. Intertype retailer competition for customers D. Showrooming E. Intratype retailer competition for customers

Q: People who referred 10 friends to the Procter & Gamble website for Physique shampoo received a free, travel-sized styling spray and were entered in a sweepstakes to win a year's supply of the shampoo. The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States. To accomplish this, P&G used __________. A. opt-out marketing B. customerization C. viral marketing D. niche marketing E. buzz marketing

Q: At the De Beers website, users can design their own rings and show them to others. One out of five website visitors e-mail their ring design to friends and relatives who will then visit the site. De Beers is using __________ to promote its diamonds. A. opt-out marketing B. customerization C. niche marketing D. buzz marketing E. viral marketing

Q: Visitors to the Universal Studios theme park can borrow one of three user-controlled webcams to take pictures of the park and themselves enjoying the park. Then the webcam users can e-mail the pictures to their friends. The average webcam user sends four e-mails to friends and has resulted in more than 6 million park images being sent to potential visitors. Universal Studios is using __________ to promote its theme park. A. viral marketing B. opt-out marketing C. customerization D. niche marketing E. buzz marketing

Q: When Microsoft's Hotmail included the tagline, "Get your Private, Free E-mail from Hotmail," on each of the millions of e-mails it processed daily, it was using __________. A. opt-out marketing B. viral marketing C. customerization D. niche marketing E. buzz marketing

Q: There are three approaches to viral marketing. Marketers can: (1) embed a message in the product or service; (2) __________; and (3) offer incentives for referrals. A. use customerization B. use choiceboards C. use niche marketing D. make the website content so compelling that viewers want to share it with others E. use permission marketing

Q: There are three approaches to viral marketing. Marketers can: (1) __________; (2) make the website content so compelling that viewers want to share it with others; and (3) offer incentives for referrals. A. embed a message in the product or service B. use customerization C. use choiceboards D. use niche marketing E. use permission marketing

Q: An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs is referred to as __________. A. buzz marketing B. customerization C. viral marketing D. liking E. permission marketing

Q: Viral marketing refers to A. an embedded message that causes a pop-up screen to appear every time a user types in a specific word. B. malicious malware that is used to create doppelgangers on competitors' websites. C. a subversive program that automatically transfers viruses from one website to another. D. an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs. E. an online multi-level marketing promotion that awards participants based upon how many friends they "like" on personal social networking sites such as Facebook.

Q: Buzz is particularly influential for which of the following items? A. toys, pharmaceuticals, motion pictures, and consumer electronics B. parenting, gardening, retirement funds, and health insurance C. funeral services, cruises, foreign travel, and higher education D. daycare, jewelry, restaurants, and road paving E. tennis lessons, veterinarians, dance studios, and pressure washing

Q: Buzz is a particularly influential force. According to Jeff Bezos, president of Amazon.com, "If you have an unhappy customer on the Internet, he doesn't tell his six friends, he tells his __________ friends!" A. 106 B. 60 C. 600 D. 6,000 E. 6 million

Q: In marketspace, buzz refers to __________. A. instant messaging B. twittering or tweeting C. word-of-mouth behavior D. firm-based viral marketing E. negative online ads

Q: Word-of-mouth behavior in marketspace is referred to as __________. A. tweets B. buzz C. instant messaging D. blogging E. likes

Q: In 2004, the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet. A. Anti-SPAM B. E-Mail Privacy C. Digital Marketing D. Consumer E-Mail Solicitation E. CAN-SPAM

Q: Communications that take the form of electronic junk mail or unsolicited e-mail are referred to as A. trash mail. B. phishing. C. virus marketing. D. spam. E. viral marketing.

Q: Spam refers to A. communications that take the form of electronic junk mail or unsolicited e-mail. B. published private, secret, and/or classified e-mails from anonymous sources. C. computer-generated e-mails that are self-directed and self-perpetuating. D. a marketer-generated cookie whose sole purpose is to block a consumer from accessing competitors' websites. E. any non-personal electronically generated message sent via the Internet.

Q: A blog refers to A. a private online forum centered on a specific topic or theme. B. a running account of all purchases made at a single website. C. a webpage that serves as a publicly accessible personal journal for an individual or organization. D. an itemized list of all website "hits" on an individual person including a short biographical summary. E. a web network that works as a family tree linking all members of a group or organization.

Q: A webpage that serves as a publicly accessible personal journal for an individual or organization is referred to as (a) __________. A. spam B. blog C. buzz D. forum E. journalog

Q: iVillage.com is a website for women that encourages its users to discuss health and beauty, parenting, personal finances, career management and relationships. This website is an example of __________. A. a web community B. spam C. a shopping bot D. a blog E. a web caf

Q: Coca-Cola hosts MyCoke.com that allows people to congregate online and exchange views on topics of common interest. This website is an example of __________. A. spam B. a shopping bot C. a web community D. a blog E. a web caf

Q: Canam Canada specializes in the fabrication of steel joists, joist girders, and steel deck. Canam Canada offers value-added engineering support, architectural flexibility and customized solutions and services. Canam Canada uses team selling that focus on important customers to build mutually beneficially, long-term, relationships. Teams include sales, service, and technical personnel to work exclusively with assigned customers. Canam's salesforce practices A. unique account management. B. key account management. C. specialty account management. D. one of a kind account management. E. consultative account management.

Q: The use of teams of sales, service, and technical personnel who work with purchasing, manufacturing, engineering, logistics, and financial executives in customer organizations is referred to as __________. A. sales analysis B. formula selling C. adaptive selling D. consultative selling E. key account management

Q: Major account management refers to A. the assignment of a single salesperson to a single customer throughout the course of the entire sale. B. the practice of assigning the highest performing salesperson to the clients with the most profitable accounts. C. the practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships. D. a sales relationship that involves a face-to-face, person-to-person encounter rather than a sale made through extranets. E. the practice of occasionally making contact with a customer on a sporadic basis following the initial sale of a product or service.

Q: The practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships is referred to as __________. A. major account management B. relationship marketing C. relationship selling D. customer account management E. needs-satisfaction selling

Q: A disadvantage of a customer sales organization isA. the need to assign just one salesperson to local, regional, national, and global territories.B. an increased need for multilingual salespeople.C. the smaller number of qualified sales managers.D. the need for close teamwork amongst a diverse salesforce.E. higher administrative costs and some duplication of selling effort.

Q: Which salesforce organizational structure is best when there are many different consumer types with many different or specialized needs? A. NAICS B. customer C. product D. geographical E. mass customerization

Q: A sales organization practice whereby a different salesforce calls on each separate type of buyer or market channel is referred to as a __________. A. multi-reseller organization B. geographical organization C. customer sales organization D. product/service sales organization E. multi-level marketing organization

Q: When different types of buyers have different needs, a __________ sales organization structure used. A. multi-reseller B. customer C. geographical D. market segmentation E. multi-level marketing

Q: The office memo read, "Sales representatives from Kansas, Nebraska, Iowa, and Missouri will report directly to the Midwest regional manager." From this information, it would appear the company that issued the memo uses a __________ sales organization for its salesforce. A. profit B. customer C. product D. geographical E. market

Q: A geographical sales organization would NOT be the best structure if A. a firm is trying to reduce duplication of selling effort. B. a firm is trying to minimize travel time. C. a firm's products or customers require specialized knowledge. D. different buyers have similar needs. E. there is a need to increase the number of salespersons in the salesforce.

Q: An advantage of a geographical sales organization is that itA. is more effective and provides specialized customer support.B. minimizes travel time, expenses, and duplication of selling effort.C. has smaller costs for sales calls.D. reduces the number of salespersons in the salesforce.E. requires fewer sales managers.

Q: A __________ is the simplest salesforce structure, where the United States, or indeed the globe, is first divided into regions and then each region is divided into districts or territories. A. product/service sales organization B. customer sales organization C. geographic sales organization D. demographic sales organization E. NAICS sales organization

Q: Which is the simplest form of salesforce organizational structure? A. profit B. customer C. product D. geographical E. market

Q: An effective sales plan objective should be A. general, measurable, and flexible. B. profitable, subjective, and measurable. C. precise, profitable, and flexible. D. precise, measurable, and time specific. E. general, flexible, and profitable.

Q: All of the following are behaviorally-related sales objectives EXCEPT: A. communication skills B. customer service satisfaction ratings C. number of new customers D. selling skills E. product knowledge

Q: A third type of sales objective is __________, which is typically specific for each salesperson and includes his or her product knowledge, customer service, and selling and communication skills. A. output-related B. input-related C. profit-related D. expertise-related E. behaviorally-related

Q: The sales manager instructed the salesperson to "Make five hundred customer contacts between January 1st and July 1st." The sales manager voiced a(n) __________ sales objective. A. output-related B. input-related C. behaviorally-related D. comprehensive-related E. market-related

Q: All of the following are output-related sales objectives EXCEPT: A. unit sales B. profit C. number of new customers D. number of sales calls E. dollar sales

Q: The sales manager told the salesperson, "Your goal is to increase sales volume for the second quarter 5 percent over the sales volume of the first quarter." The sales manager voiced a(n) __________ sales objective. A. output-related B. input-related C. behaviorally-related D. cold-call related E. market-related

Q: Selling objectives can be __________ and focus on dollar or unit sales volume, number of new customers added, and profit. Alternatively, they can be __________ and emphasize the number of sales calls and selling expenses. A. income-related; outcome-related B. output-related; input-related C. financially-related; accounting-related D. customer-related; salesperson-related E. short-term; long-term

Q: Figure 17-4Which of the following tasks are involved in the sales plan formulation stage of the sales management process?A. recruiting and selecting the salesforce, training the salesforce, and compensating the salesforceB. developing account management policies, implementing the account management policies, and evaluating the account management policiesC. setting sales objectives, organizing the salesforce, and developing account management policiesD. organizing the salesforce, establishing quantitative assessment, and implementing follow-upE. organizing the salesforce, setting motivational sales quotas, and evaluating the individual members of the salesforce

Q: Figure 17-3Formulating the sales plan involves three tasks: (1) setting objectives; (2) organizing the salesforce; and (3) __________.A. hiring sales repsB. developing the marketing planC. establishing the budgetD. developing account management policiesE. identifying qualified leads

Q: Figure 17-3Formulating the sales plan involves three tasks: (1) __________; (2) organizing the salesforce; and (3) developing account management policies.A. hiring sales repsB. developing the sales planC. establishing the budgetD. setting objectivesE. identifying qualified leads

Q: A statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed is known as a __________. A. sales plan B. salesforce framework C. sales protocol D. workload plan E. sales assessment

Q: A sales plan refers to a A. method of determining a fair and equitable compensation plan. B. method of identifying the target markets that most closely meet the special skills of the salesforce. C. method for determining the size of a salesforce that integrates the number of customers served, call frequency, call length, and available selling time to arrive at a salesforce size figure. D. statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed. E. method that specifies times and places for direct communications between salespeople and their supervisor.

Q: The most basic of the three sales management functions is A. sales plan analysis. B. sales plan formulation. C. setting sales plan objectives. D. sales plan evaluation. E. sales plan implementation.

Q: Figure 17-3Figure 17-3 above depicts the sales management process that involves three interrelated functions. C refers to __________.A. sales plan formulationB. salesforce evaluationC. salesforce determinationD. salesforce communicationE. sales plan implementation

Q: Figure 17-3Sales management consists of three interrelated functions: (1) sales plan formulation; (2) __________; and (3) salesforce evaluation.A. salesforce compensationB. salesforce size determinationC. sales plan implementationD. salesforce communicationE. salesforce training

Q: Figure 17-3Sales management consists of three interrelated functions: (1) __________; (2) sales plan implementation; and (3) salesforce evaluation.A. salesforce compensationB. sales plan formulationC. salesforce communicationD. salesforce size determinationE. salesforce training

Q: A representative from AT&T called Dr. Michaels after he switched to its new U-verse telephone system. The firm wanted to make certain he was satisfied and asked if he had any questions concerning his new service. This is an example of a(n) __________ call. A. assumptive B. preemptive C. follow-up D. prospecting E. courtesy

Q: One reason follow-up is so important is that research shows that the cost and effort to obtain repeat sales from a satisfied customer is roughly __________ of that necessary to gain a sale from a new customer. A. 25% B. 50% C. 100% (or the same as) D. 200% (or double) E. 300% (or triple)

Q: At which stage in the personal selling process would a salesperson ask the customer whether he or she is satisfied with the product? A. assumptive close B. final close C. urgency close D. follow-up E. postpurchase evaluation

Q: In the personal selling process, the stage that includes making certain the customer's purchase has been properly delivered and installed and difficulties experienced with the use of the item are addressed is referred to as the __________ stage. A. urgency close B. follow-up C. assumptive close D. presentation E. trial close

Q: The final stage in the personal selling process is referred to as __________. A. presentation B. assumptive close C. trial close D. urgency close E. follow-up

Q: Russ Berry Company sells stuffed animals and holiday gifts. When its salesperson asks a retailer, "Do you want to order the two dozen assorted bears or two dozen white-only bears?", he has executed which stage of the selling process? A. approach B. presentation C. handling objections D. closing E. follow-up

Q: When a salesperson in the Apple store asks, "Will that be charge or cash?", he has executed which stage of the personal selling process? A. closing B. approach C. presentation D. handling objections E. follow-up

Q: Davidson-Uphoff & Company sells ironware accessories for home and garden to retailers. When its salesperson told the prospect, "For this week only, we will pay the all the shipping costs for new customers," the salesperson was using a(n) __________. A. reactive close B. assumptive close C. urgency close D. consultative close E. definitive close

Q: An urgency close refers toA. asking the prospect to make a decision on some aspect of the purchase.B. allowing the prospect to use or lease the item on a limited temporary basis before making a final commitment of purchase.C. making an exchange of money or other unit of value.D. quickly committing the prospect by making references to the time limits of the purchase.E. asking the prospect to make choices concerning delivery, warranty, or financing terms.

Q: At the end of her sales presentation, the salesperson asks, "Do you want to make monthly payments of $75 with a 10 percent down payment or will you be writing a check for the full amount today?" She has just made a(n) __________. A. assumptive close B. consultative close C. proactive close D. urgency close E. adaptive close

Q: An assumptive close refers toA. demanding the prospect to make a decision on some aspect of the purchase.B. allowing the prospect to use or lease the item on a limited temporary basis before making a final commitment of purchase.C. committing the prospect quickly by making references to the time limits of the purchase.D. making an exchange of money or other unit of value.E. asking the prospect to make choices concerning delivery, warranty, or financing terms.

Q: Asking the prospect to make a decision on some aspect of the purchase is referred to as a(n) __________ close. A. urgency B. preemptory C. presumptive D. trial E. final

Q: A trial close refers toA. asking the prospect to make a decision on some aspect of the purchase.B. allowing the prospect to use or lease the item on a limited, temporary basis before making a final commitment of purchase.C. committing the prospect quickly by making references to the time limits of the purchase.D. making an exchange of money or other unit of value.E. asking the prospect to make choices concerning delivery, warranty, or financing terms.

Q: Three closing techniques are used when a salesperson believes a buyer is about ready to make a purchase. They are __________ closes. A. assumptive, trial, and presumptive B. trial, assumptive, and urgency C. presumptive, trial, and final D. trial, final, and urgency E. assumptive, presumptive, and final

Q: At which stage of the personal selling process would a salesperson obtain a purchase commitment from the prospect? A. approach B. presentation C. closing D. follow-up E. sale

Q: Which of the following statements should a salesperson use as a denial response to a prospect's objection? A. "I think I might be able to explain that better to you after showing you this diagram." B. "Yes, you're right, it is lighter but that is done intentionally to make your work easier." C. "That's true. It does have a shorter shelf life, but that really hasn't been a problem. It is so popular it never stays on the shelf that long anyway." D. "Where did you hear that? Your source must have erroneous information." E. "As I was saying, "u00a6."

Q: Which of the following statements should a salesperson use to simply accept the objection? A. "I think I might be able to explain that better to you after showing you this diagram." B. "Yes, you're right, it is lighter. Customers haven't mentioned that as a problem - why do you think it might be?" C. "That's true. It does have a shorter shelf life, but that really hasn't been a problem. It is so popular it never stays on the shelf that long anyway." D. "Where did you hear that? Your source must have erroneous information." E. "As I was saying, "u00a6."

Q: In a sales presentation, you respond to a customer's issue by saying courteously, "You're absolutely right, and I am going to make it my business to be sure that never happens again." Which method have you used to handle the customer's objection? A. postpone B. denial C. agree and neutralize D. ignore E. convert

Q: Which of the following statements should a salesperson use to agree with and neutralize an objection? A. "I think I might be able to explain that better to you after showing you this diagram." B. "Yes, you're right, it is lighter but that is done intentionally to make your work easier." C. "That's true. It does have a shorter shelf life, but that really hasn't been a problem. It is so popular it never stays on the shelf that long anyway." D. "Where did you hear that? Your source must have erroneous information." E. "As I was saying, "u00a6."

Q: During the sales presentation, a prospect interrupted and said, "Wait a minute. This looks like it's going to cost too much." The salesperson responded, "I think you'll be delighted with how relatively inexpensive this program is. I'll address the subject of price in just a moment." Which objection-handling technique has the salesperson used? A. acknowledge and convert the objection B. postpone C. agree and neutralize D. denial E. ignore the objection

Q: Which of the following statements should a salesperson use to postpone a prospect's objection? A. "I think I might be able to explain that better to you after showing you this diagram." B. "Yes, you're right, it is lighter but that is done intentionally to make your work easier." C. "That's true. It does have a shorter shelf life, but that really hasn't been a problem. It is so popular it never stays on the shelf that long anyway." D. "Where did you hear that? Your source must have erroneous information." E. "As I was saying, "u00a6."

Q: Doug Ames sells Mercedes Benz automobiles. During a sales presentation, a qualified prospect said, "Doug, I would really like to buy this car, but you know, the price is just too high." Ames responded, "Sir, you are correct. The price of a Mercedes Benz automobile is high, but look at what you're getting." Ames then proceeded to describe the quality of the materials, the high resale value, and the dependability and prestige associated with the Mercedes Benz brand. What technique did Ames use to handle the prospect's objection? A. the postpone technique B. the agree and neutralize technique C. the denial technique D. the accept the objection technique E. the acknowledge and convert technique

Q: Which of the following statements should a salesperson use to acknowledge and convert the prospect's objection into a reason for buying? A. "I think I might be able to explain that better to you after showing you this diagram." B. "Yes, you're right, it is lighter but that is done intentionally to make your work easier." C. "That's true. It does have a shorter shelf life, but that really hasn't been a problem. It is so popular it never stays on the shelf that long anyway." D. "Where did you hear that? Your source must have erroneous information." E. "As I was saying, "u00a6."

Q: There are six commonly used techniques to deal with objections: acknowledge and convert the objection; postpone; agree and neutralize; accept the objection; denial; and __________. A. redirect the conversation B. ignore the objection C. probe by asking additional questions D. defer to a supervisor E. distract by identifying competitor shortcomings

Q: There are six commonly used techniques to deal with objections: acknowledge and convert the objection; postpone; agree and neutralize; __________; denial; and ignore the objection. A. redirect the conversation B. defer to a supervisor C. probe by asking additional questions D. accept the objection E. distract by identifying competitor shortcomings

Q: There are six commonly used techniques to deal with objections: acknowledge and convert the objection; postpone; __________; accept the objection; denial; and ignore the objection. A. redirect the conversation B. defer to a supervisor C. agree and neutralize D. probe by asking additional questions E. distract by identifying competitor shortcomings

Q: There are six commonly used techniques to deal with objections: acknowledge and convert the objection; __________; agree and neutralize; accept the objection; denial; and ignore the objection. A. postpone B. redirect the conversation C. defer to a supervisor D. probe by asking additional questions E. distract by identifying competitor shortcomings

Q: There are six commonly used techniques to deal with objections: __________; agree and neutralize; accept the objection; denial; and ignore the objection. A. redirect the conversation B. defer to a supervisor C. probe by asking additional questions D. distract by identifying competitor shortcomings E. acknowledge and convert the objection

Q: In the context of the personal selling process, excuses for not making a purchase commitment or decision are referred to as __________. A. rationalizations B. equivocations C. refusals D. objections E. qualifications

Q: There are three key reasons for putting the customer into customer solutions in selling: (1) considerable time and effort is necessary to fully understand a specific customer's requirements; (2) effective customer solutions are based on relationships among sellers and buyers; and (3) A. it is ultimately the customer who converts a lead into a sale. B. only the customer knows how much they are will to pay for any given solution. C. consultative selling is central to providing novel solutions for customers, thereby creating value for them. D. only the salesperson knows when the solution has finally been found. E. customers are better able to articulate their problems and solutions than sellers.

Q: Sellers view a solution as a customized and integrated combination of products and services for meeting a customer's business needs. Buyers think of a solution to a business problem as one that meets their requirements, is designed to uniquely solve their problem, can be implemented, and A. ensures follow-up. B. can be evaluated. C. is financially equitable. D. is ethical. E. is sustainable.