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Exam 18: Personal Selling and Sales Promotion

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Question 51

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Identify the major features of effective sales force compensation plans.

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Question 52

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Fraudulent usage, inability to attract potentially brand-loyal customers, and use by current customers but not new customers are believed to be disadvantages of which of the following?

A) Sweepstakes
B) Money refunds
C) Frequent-user incentives
D) Coupons
E) Premiums

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Question 53

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Listening on the part of a salesperson is a major component in making a presentation.

Aaron Epstein tells his fellow retail salesperson at Zales Jewelers that during the second quarter he is going to sell all the Alance watches he can and use his extra earnings to go to Cancun. He exclaims, "Can you believe the ____ program they have on for this quarter?"

Which of the sales force compensation methods is easy to administer, yields more predictable selling expenses, and provides sales managers with a large degree of control over salespeople?

A major disadvantage of personal selling is that it

In recent years the proportion of promotional dollars spent on sales promotion has

The final stage of the selling process is

Scenario 18.1 Use the following to answer the questions. Jafrum, Inc. is a wholesale supplier of motorcycle accessories, clothing, and tools to various motorcycle retail stores around the country. Jafrum does not manufacture these items, but sells them to other retailers and also sells its merchandise through its website. Sean Thompson is one of the salespeople for Jafrum, and is responsible for obtaining new customers, increasing sales to current customers, and visiting the retail stores throughout the country. Recently, he has been given the sales objective from Jafrum's management to increase sales dollars by 15% in the coming year by adding new customers. Sean's current compensation is based on a $1,000 per month draw, plus 5% of all sales over $100,000. His salary last year totaled $42,000. Management has given Sean the choice of going to a compensation plan where he will earn 15% of all sales, but no draw. -Refer to Scenario 18.1. Sean has narrowed his list and is preparing a packet of information about Jafrum and its products to send to the prospects. He also includes a letter of introduction and says he will contact them within the next two weeks to set up a sales visit. In this scenario, Sean is all of the following except

Sometimes retailers are offered temporary price reductions for purchasing specified quantities of a product. These offers are used to provide an incentive to handle a new product, to achieve a temporary price reduction, or to stimulate the purchase of an item in large quantities. What is this sales promotion?

The focus of personal selling is shifting from selling a specific product to building long-term relationships with customers by finding solutions to their needs, problems, and challenges.

Discuss the major factors to consider when designing sales territories.

Effective motivation of a sales force is best achieved through

Identify and describe several ways to motivate sales personnel.

Which of the following is most likely to stimulate customer loyalty?

Which of the following is the best example of a well-stated sales objective?

The salesperson must attract and hold the prospect's attention, stimulate interest, and spark a desire for the product during the

What are some limitations of using sales promotion?

Scenario 18.1 Use the following to answer the questions. Jafrum, Inc. is a wholesale supplier of motorcycle accessories, clothing, and tools to various motorcycle retail stores around the country. Jafrum does not manufacture these items, but sells them to other retailers and also sells its merchandise through its website. Sean Thompson is one of the salespeople for Jafrum, and is responsible for obtaining new customers, increasing sales to current customers, and visiting the retail stores throughout the country. Recently, he has been given the sales objective from Jafrum's management to increase sales dollars by 15% in the coming year by adding new customers. Sean's current compensation is based on a $1,000 per month draw, plus 5% of all sales over $100,000. His salary last year totaled $42,000. Management has given Sean the choice of going to a compensation plan where he will earn 15% of all sales, but no draw. -Refer to Scenario 18.1. Currently, Sean's compensation is based on the ____ plan, however he is considering changing to the ____ plan.

The ____ stage of the personal selling process is when the salesperson asks the prospect to buy the product.