UNL: MRKT341: Chapter 13

1. These employees are well-educated, well-trained professionals who work to build and maintain long-term customer relationships by listening to their customers, assessing customer needs, and organizing the company’s efforts to solve customer problems. Who are these employees?
a. district managers
b. sales consultants
c. salespeople
d. account development reps
e. all of the above
(e; 385; Easy)
2. Which of the following communication and promotion tools involves direct connections with customers aimed toward building customer-unique value and lasting relationships?
a. personal selling
b. advertising
c. E-commerce
d. publicity
e. public relations
(e; p. 385; Easy) {AACSB: Communication}
3. Of the following, which is the least creative sales position?
a. order taker
b. order getter
c. account executive
d. account development rep
e. agent
(a; p. 385; Moderate) {AACSB: Analytic Thinking}
4. A(n) ________ is an individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering.
a. manager
b. executive
c. support person
d. salesperson
e. consultant
(d; p. 385; Easy) {AACSB: Communication}
5. _____ involves two-way, personal communication between salespeople and individual customers—whether face-to-face, by telephone, through video or Web conferences, or by other means.
a. Advertising
b. Persuasive selling
c. Personal selling
d. Integrated marketing communication
e. Direct marketing
(c; p. 386; Easy) {AACSB: Communication}
6. Whom do members of a sales force typically serve?
a. They represent the company to customers.
b. They represent the company to investors.
c. They represent the customer to the company.
d. A and C
e. all of the above
(d; p. 386; Moderate)
7. Which of the following steps is a company least likely to take to help bring its marketing and sales functions closer together?
a. arrange for joint meetings
b. create joint assignments
c. recognize sales and marketing as separate functions
d. develop joint reward systems
e. appoint marketing-sales liaisons
(c; p. 386; Easy) {AACSB: Communications}
8. What is the role of a chief revenue, or chief customer, officer?
a. to oversee sales
b. to oversee marketing
c. to oversee both marketing and sales
d. to represent customers to the company
e. to represent the company to customers
(c; p. 387; Moderate)
9. When a firm sets out to analyze, plan, implement, and control sales force activities through sales force management, it is undertaking ________.
a. sales territories
b. sales force management
c. team selling efforts
d. co-op selling and advertising
e. promotional objectives
(b; p. 387; Easy)
10. Of the three typical types of sales force structures, which one is often supported by many levels of sales management positions in specific geographical areas?
a. territorial
b. product
c. customer
d. complex systems
e. A and B
(a; p. 387; Moderate)
11. Which of the following is not an advantage of a territorial sales force structure?
a. Travel expenses can be minimized.
b. Each salesperson’s job is clearly defined.
c. Salespeople have the opportunity and incentive to build strong relationships with customers.
d. Salespeople develop in-depth knowledge of a product line.
e. Accountability is clearly defined for each salesperson.
(d; p. 387; Moderate) {AACSB: Analytic Thinking}
12. Which of the following is not a disadvantage of a product sales force structure?
a. extra selling costs involved with multiple sales visits from separate divisions
b. overlapping use of resources with big customers
c. salespeople spending time to see the same customer’s purchasing agents
d. increased customer delivery time
e. B and C
(d; p. 388; Moderate)
13. After a company has determined its sales force structure, it is ready to determine what kind of ________ it needs.
a. team structure
b. sales force size
c. marketing-sales liaison
d. sales force training
e. compensation package
(b; p. 389; Moderate)
14. What do many companies use to set sales force size?
a. the workload approach
b. product availability
c. demographic characteristics of the sales force
d. established sales quotas
e. profit margin
(a; p. 389; Moderate)
15. Members of a company’s ________ travel to call on customers in the field.
a. outside sales force
b. inside sales force
c. complex sales force
d. customer sales force
e. product sales force
(a; p. 389; Easy)
16. Members of a company’s ________ conduct business from their offices through the telephone, the Internet, or visits from customers.
a. outside sales force
b. inside sales force
c. complex sales force
d. customer sales force
e. product sales force
(b; p. 389; Easy)
17. To reduce time demands on their outside sales forces, many companies have increased the size of their inside sales forces, which include technical support people, sales assistants, and ________.
a. order takers
b. order getters
c. telemarketers
d. administrative assistants
e. secretaries
(c; p. 389; Moderate)
18. Which activity is not typical for a sales assistant?
a. call ahead and confirm appointments
b. provide technical support
c. complete administrative tasks
d. follow up on deliveries
e. answer customers’ questions
(b; p. 389; Moderate) {AACSB: Communication}
19. Which of the following is the growing trend of using a group of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts?
a. department selling
b. multiple selling
c. team selling
d. management-controlled selling
e. simultaneous selling
(c; p. 392; Easy)
20. In many cases today, a major reason to adopt team selling stems from changes in ________.
a. customers’ buying organizations
b. competition
c. rising costs
d. fewer skilled salespeople
e. technological capabilities
(a; p. 392; Moderate)
21. Which of the following is not a pitfall or disadvantage of team selling?
a. Selling teams can confuse or overwhelm consumers.
b. Individual salespeople may have trouble learning to work with and trust others.
c. In the long run, team selling ties up more time and increases overall costs.
d. Difficulties in evaluating individual contributions to the team selling effort can create some sticky compensation issues.
e. Salespeople have been trained to excel in individual performance.
(c; p. 392; Challenging)
22. Of the following, which is the most necessary ingredient for any successful sales force organization?
a. the recruitment and selection of good salespeople
b. current and relevant customer research data
c. relevant and extensive sales training
d. sales managers who work with their people
e. reliable technical support
(a; p. 392; Moderate)
23. All of the following are problems associated with the poor selection of salespeople except which one?
a. lower sales
b. costly turnover
c. less productivity
d. less office support
e. disrupted customer relationships
(d; p. 392; Easy)
24. According to research, which of the following is one of the four key talents a successful salesperson should possess?
a. patience
b. disciplined work style
c. creativity
d. technological know-how
e. understanding of many cultures
(b; p. 393; Challenging)
25. A salesperson’s motivation and discipline mean little unless they result in ________.
a. efficient use of time and completed call reports
b. excellent performance as a team member
c. deeper product and customer knowledge
d. closing more sales and building better customer relationships
e. meeting more clients and making more presentations
(d; p. 393; Moderate)
26. Sales applicants are typically not tested for ________.
a. sales aptitude
b. organizational skills
c. accounting skills
d. analytical skills
e. personality traits
(c; p. 393; Moderate)
27. Why are many companies using e-learning to conduct sales training programs?
a. People are more motivated by e-learning.
b. The company’s objectives are more easily conveyed through e-learning.
c. E-learning allows for more customer feedback.
d. E-learning cuts training costs.
e. E-learning is the best way to simulate sales calls.
(d; p. 393; Moderate) {AACSB: Use of IT}
28. A salesperson’s compensation plan is typically made up of several elements—a fixed amount, ________, expenses, and fringe benefits.
a. bonuses
b. retirement
c. a variable amount
d. nonmonetary rewards
e. recognition
(c; p. 394; Moderate)
29. Which of the following is not one of the four basic types of compensation plans?
a. straight commission
b. straight salary
c. salary and commission
d. commission plus bonus
e. salary plus bonus
(d; p. 395; Moderate)
30. Through sales management supervision, salespeople are helped to ________.
a. “work smart”
b. “work hard”
c. “work together”
d. “work creatively”
e. “work quickly”
(a; p. 395; Moderate)
31. Through sales management motivation, salespeople are helped to ________.
a. “work smart”
b. “work hard”
c. “work together”
d. “work creatively”
e. “work quickly”
(b; p. 395; Moderate)
32. Which sales management tool shows a salesperson which customers and prospects to see during the next 12 months and in which months, as well as which activities to carry out?
a. time-and-duty analysis
b. sales force automation systems
c. annual call plan
d. sales quota plan
e. positive incentives plan
(c; p. 395; Easy)
33. Companies are always looking for ways to increase selling time. All of the following are ways to save time to accomplish this goal except which one?
a. Use phones instead of traveling.
b. Simplify record keeping.
c. Find better call and routing plans.
d. Reduce the number of customers each sales rep should see.
e. Increase the number of customers each sales rep should see.
(d; p. 395; Moderate) {AACSB: Analytic Thinking}
34. The fastest-growing sales force technology tool is ________.
a. the cell phone
b. the laptop computer
c. e-mail
d. the Internet
e. the U.S. mail
(d; p. 396; Easy) {AACSB: Use of IT}
35. Which of the following is an advantage created by the use of a sales force automation system?
a. The cost of training the sales force is less expensive.
b. The sales force is more motivated to acquire new customers.
c. There is less need for an inside sales force.
d. Salespeople can develop a stronger organizational climate.
e. Salespeople can more effectively and efficiently schedule sales calls and make presentations.
(e; p. 396; Moderate) {AACSB: Use of IT}
36. Which of the following is not a part of sales force automation systems frequently used by salespeople?
a. customer-contact and relationship management software
b. time-and-duty analysis software
c. smart phones
d. laptop computers
e. Webcams for videoconferencing
(b; p. 396; Moderate) {AACSB: Use of IT}
37. Three common techniques sales managers use to boost sales force morale include the organizational climate, sales quotas, and positive ________.
a. incentives
b. thinking
c. meetings
d. vocabularies and mannerisms
e. teamwork
(a; p. 396; Easy) {AACSB: Communication}
38. Your sales force is able to easily assess their opportunities within the firm. This feeling describes your firm’s ________.
a. prospecting
b. organizational climate
c. workload approach
d. technical support
e. sales structure
(b; p. 396; Moderate) {AACSB: Communication}
39. Which of the following is a potential drawback of using Web-based technologies to make sales presentations and service accounts?
a. Salespeople have to invest more time in preparing for this type of interaction with customers.
b. The cost of the technology outweighs any savings gained in eliminating the need for travel.
c. The systems can intimidate some clients and salespeople, making them uncomfortable with the process.
d. Customers are not as likely to share their concerns via Web conferences.
e. Customers are less likely to use such technologies in their own businesses.
(c; p. 398; Moderate) {AACSB: Use of IT}
40. Management sets standards that state the amount each salesperson should sell and how sales should be divided among the company’s products with ________.
a. sales goals
b. company quotas
c. sales quotas
d. sales incentives
e. sales contests
(c; p. 398; Moderate)
41. A salesperson’s ________ is often related to how well he or she meets a set quota.
a. time-and-duty analysis
b. compensation
c. call report
d. organizational climate
e. prospecting
(b; p. 398; Moderate)
42. Which of the following is an example of a positive incentive that management might use to motivate the sales force?
a. organizational climate
b. weekly call plans
c. expense reports
d. sales meetings
e. return on sales investment
(d; p. 398; Moderate)
43. Of the following tools that are commonly used, which one is the most important for management to use in evaluating salespeople?
a. call reports
b. sales reports
c. expense reports
d. sales quota reports
e. customer feedback reports
(b; p. 398; Moderate) {AACSB: Communication}
44. A ________ is a salesperson’s write-up of his or her completed sales activity.
a. call plan
b. call report
c. sales report
d. sales quota
e. time-and-duty analysis
(b; p. 398; Moderate)
45. The selling process consists of several steps that the salesperson must master, focusing on the goals of ________ and ________ from them.
a. closing sales; getting orders
b. getting new customers; obtaining service ideas
c. getting new customers; obtaining orders
d. overcoming objections; obtaining orders
e. managing old customers; obtaining orders
(c; p. 399; Moderate) {AACSB: Communication}
46. The first step in the selling process is ________.
a. preapproach
b. prospecting
c. approach
d. presentation
e. demonstration
(b; p. 399; Easy) {AACSB: Communication}
47. Prospecting is the step in the selling process in which the salesperson ________.
a. meets the customer for the first time
b. learns as much as possible about a prospective customer before making a sales call
c. identifies qualified potential customers
d. tells the product’s “value story” to the customer
e. clarifies and overcomes customer objections to buying
(c; p. 399; Easy) {AACSB: Communication}
48. The step that follows preapproach in the selling process is ________.
a. presentation
b. demonstration
c. handling objections
d. approach
e. qualifying
(d; p. 399; Easy) {AACSB: Communication}
49. The prospecting step in the selling process includes identifying and ________ the prospects.
a. calling on
b. qualifying
c. preselling
d. making an appointment with
e. approaching
(b; p. 399; Easy)
50. Which of the following is the least relevant characteristic that a salesperson should consider when qualifying a prospect?
a. financial ability
b. longevity in the market
c. special needs
d. location
e. volume of business
(b; p. 400; Challenging) {AACSB: Analytic Thinking}
51. The salesperson meets the customer for the first time in the ________ step of the selling process.
a. prospecting
b. qualifying
c. preapproach
d. approach
e. presentation
(d; p. 400; Easy) {AACSB: Communication}
53. The qualities that buyers like most in salespeople include empathy, honesty, dependability, thoroughness, follow-through, and ________.
a. good listening
b. good presenting
c. sympathy
d. caring
e. candor
(a; p. 401; Moderate) {AACSB: Communication}
54. The qualities buyers’ dislike most in salespeople include all except which of the following?
a. being pushy
b. being deceitful
c. being too early for an appointment
d. being unprepared
e. being disorganized
(c; p. 401; Moderate) {AACSB: Communication}
55. Salespeople can now take advantage of technologies such as CDs, DVDs, handheld computers, and laptop computers to enhance the ________ step of the selling process.
a. prospecting
b. preapproach
c. presentation and demonstration
d. closing
e. follow-up
(c; p. 401; Moderate) {AACSB: Use of IT}
56. A salesperson should seek out hidden objections, ask the buyer to clarify any objections, take objections as opportunities to provide more information, and ________.
a. turn the objections into humor
b. seek to minimize or play down the objections
c. compliment the buyer for bringing the objections up
d. turn the objections into reasons for buying
e. move on to closing the sale
(d; p. 401; Challenging) {AACSB: Communication}
57. The step of ________ is difficult for some salespeople because they lack confidence, feel guilty about asking for an order, or may not recognize the right time to ask for an order.
a. approaching the prospect
b. making a professional presentation
c. handling objections
d. closing the sale
e. following up
(d; p. 401; Moderate) {AACSB: Communication}
58. Salespeople should be trained in recognizing ________ signals from the buyer, which can include physical actions such as leaning forward and nodding or questions about prices and credit terms.
a. qualifying
b. approach
c. objection
d. closing
e. follow-up
(d; p. 401; Easy) {AACSB: Communication}
59. Which step in the sales process is key if the salesperson wants to ensure customer satisfaction and repeat business?
a. proper approach
b. professional presentation
c. handling objections well
d. follow-up
e. qualifying prospects
(d; p. 401; Moderate) {AACSB: Communication}
60. As described in your text, the seven steps of the selling process are all ________ oriented.
a. transaction
b. product
c. customer
d. relationship
e. profit
(a; p. 402; Moderate) {AACSB: Communication}
61. _____ consists of short-term incentives to encourage the purchase or sale of a product or service. This offers reasons to buy it now.
a. A patronage reward
b. A segmented promotion
c. Advertising
d. Sales promotion
e. Publicity
(d; p. 402; Easy)
62. Sales promotions can be targeted toward all but which of the following?
a. final buyers
b. retailers
c. business customers
d. members of the sales force
e. investors
(e; p. 402; Moderate) {AACSB: Analytic Thinking}
63. Pressure to increase current sales, less differentiated brands, declining advertising efficiency, and increasingly deal-oriented customers are all factors contributing to the ________.
a. growth of personal selling
b. decline of personal selling
c. growth of sales promotion
d. decline of sales promotion
e. decline of customer relationships
(c; p. 402; Moderate) {AACSB: Analytic Thinking}
64. The growing use of sales promotion has resulted in ________.
a. advertising specialty
b. promotion clutter
c. promotion objective
d. advertising clutter
e. promotion fatigue
(b; p. 403; Challenging) {AACSB: Communication}
65. Consumer promotions are usually used together with ________.
a. advertisements
b. personal selling
c. trade promotions
d. sales force promotions
e. event marketing
(a; p. 403; Moderate) {AACSB: Communication}
66. What is not an objective for trade promotions?
a. to get retailers to carry new items and more inventory
b. to get retailers to advertise the product
c. to gain more shelf space
d. to get salespeople to sign up new accounts
e. to get retailers to buy earlier
(d; p. 403; Moderate) {AACSB: Analytic Thinking}
67. In general, rather than creating only short-term sales or temporary brand switching, ________ should help to reinforce the product’s position and build long-term customer relationships.
a. sales promotions
b. promotion clutter
c. samples
d. trade promotions
e. publicity
(a; p. 403; Easy) {AACSB: Communication}
68. Of the main consumer promotion tools, which is the most effective for introducing a new product or creating excitement for an existing one?
a. coupons
b. sampling
c. cash refunds
d. advertising
e. rebates
(b; p. 404; Moderate) {AACSB: Communication}
69. Of the main consumer promotion tools, which is the most costly?
a. coupons
b. sampling
c. cash refunds
d. advertising
e. billboards
(b; p. 404; Moderate) {AACSB: Communication}
70. _____ offer consumers savings off the regular price of a product, with the reduced price marked by the producer directly on the label or package.
a. Advertising objectives
b. Patronage rewards
c. Price packs
d. Samples
e. Rebates
(c; p. 405; Moderate) {AACSB: Communication}
72. A(n) ________ has the advertiser’s name on it and is given as a gift to consumers.
a. advertising objective
b. coupon
c. advertising specialty
d. price pack
e. badge
(c; p. 405; Moderate) {AACSB: Communication}
73. Manufacturers direct more sales promotion dollars toward ________ than to ________.
a. consumers; retailers
b. customers; wholesalers
c. retailers and wholesalers; consumers
d. mature consumers; teenagers
e. retailers; wholesalers
(c; p. 406; Challenging)
74. Manufacturers may offer a(n) ________ in return for the retailer’s agreement to feature the manufacturer’s products in some way.
a. POP promotion
b. allowance
c. incentive promotion
d. price pack
e. premium
(b; p. 406; Moderate)
75. Business promotion tools are used for all of the following except to ________.
a. generate business leads
b. stimulate purchases
c. reward customers
d. generate more manufacturers
e. motivate salespeople
(d; p. 406; Moderate)
116. Sunny Snacks is a large consumer product company that sells its products to wholesalers and retailers. The sales force at Sunny Snacks is least likely to do which of the following?
a. work directly with final customers
b. build relationships with wholesalers
c. help retailers effectively sell the company’s products
d. communicate regularly with business customers
e. represent wholesalers and retailers to the company
(a; p. 386; Moderate) {AACSB: Analytic Thinking}
117. At Finley’s Fine Goods, members of the sales force and marketing department tend to have disagreements when things go wrong with a customer. The marketers blame the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with the customer. Which of the following steps should upper-level management at Finley’s Fine Goods take to help bring the sales and marketing functions closer together?
a. establish a customer sales force structure
b. establish a complex sales force structure
c. create an inside sales force
d. adopt a sales force automation system
e. appoint a chief revenue officer
(e; p. 387; Moderate) {AACSB: Reflective Thinking}
118. New Wave Music Company has decided to switch to a customer sales force structure. Which of the following advantages is the company now least likely to enjoy?
a. The company can become more customer-focused.
b. The company can build closer relationships with important customers.
c. The company can better serve different industries.
d. The company can better serve current customers and find new customers.
e. The company can expect salespeople to develop in-depth knowledge of numerous and complex product lines.
(e; p. 388; Challenging) {AACSB: Analytic Thinking}
119. Lyall Electric, Inc., maintains a sales force for its small appliance customers and a separate sales force for its automotive customers. Lyall Electric utilizes a ________ structure.
a. product sales force
b. customer sales force
c. territorial sales force
d. a combination of B and C
e. complex sales force
(b; p. 388; Moderate) {AACSB: Reflective Thinking}
120. Morrill Motors splits the United States into 10 sales regions. Within each of those regions, the company maintains two sales teams—one for existing customers and one for prospects. What type of sales force structure does Morrill Motors use?
a. territorial
b. product
c. customer
d. complex
e. workload
(d; p. 389; Moderate) {AACSB: Reflective Thinking}
121. East Bay Communications has increased its inside sales force. This will help its outside sales force in all except which of the following ways?
a. It will allow them more time to sell to major accounts.
b. It will allow them more time to find major new prospects.
c. It will allow them more time to provide after-the-sale customer service.
d. It will ensure that their customers’ questions can be answered in a timely way.
e. It will improve their use of sales automation technology.
(e; p. 389; Moderate) {AACSB: Analytic Thinking}
122. Stahl, Inc., has 1,000 Type-A accounts, each requiring 28 calls per year, and 2,200 Type-B accounts, each requiring 15 calls per year. What is the sales force’s workload?
a. 40,000 calls
b. 41,000 calls
c. 50,000 calls
d. 61,000 calls
e. 71,000 calls
(d; p. 389; Challenging) {AACSB: Reflective Thinking}
123. Stahl, Inc., has 1,000 Type-A accounts, each requiring 28 calls per year, and 2,200 Type-B accounts, each requiring 15 calls per year. If each salesperson at Stahl, Inc., can make 1,500 sales calls per year, approximately how many salespeople will be needed?
a. 31
b. 35
c. 41
d. 45
e. 48
(c; p. 389; Challenging) {AACSB: Reflective Thinking}
124. You are responsible for hiring inside salespeople at Acme, Inc. Which of the following jobs would you be least likely to expect these people to perform?
a. Free outside salespeople to spend time with major accounts.
b. Use the phone to find new leads.
c. Act as liaisons between outside salespeople and customers.
d. Service accounts.
e. Travel to call on smaller customers.
(e; p. 389; Moderate) {AACSB: Reflective Thinking}
125. At Boeing, salespeople work with company specialists, such as financial analysts, planners, and engineers, to call on potential and current customers. This is an example of ________.
a. team selling
b. an inside sales force
c. a complex sales force
d. a product sales force
e. a territorial sales force
(a; p. 392; Easy) {AACSB: Reflective Thinking}
126. Your sales manager wants to hire only proven salespeople. His reasoning likely includes all except which of the following?
a. They need less training.
b. They will have been trained in team selling.
c. They can be immediately productive.
d. They can grasp both product knowledge and sales skills faster.
e. all of the above
(b; p. 393; Moderate) {AACSB: Analytic Thinking}
127. Sales management at Noble Printing is planning a training program to improve the performance of its sales force. Which of the following would be most beneficial for management to include in the training sessions?
a. tests to identify the personality traits of members of the sales force
b. tests to measure the analytic and organizational skills of the sales force
c. information about the marketing strategies used by other printing companies
d. time-and-duty analysis for each salesperson
e. instructions on completing expense reports
(c; p. 393; Moderate) {AACSB: Analytic Thinking}
128. At Garden and Deck Decor, a manufacturer of outdoor furniture and accessories, the marketing and sales force objectives are to grow relationships with existing customers while at the same time acquiring new business. Which of the following sales force compensation plans is most likely to encourage the sales force to pursue both of these objectives?
a. straight salary
b. straight commission
c. salary plus bonus for new accounts
d. commission plus bonus for new accounts
e. salary plus commission plus bonus for new accounts
(e; p. 395; Challenging) {AACSB: Analytic Thinking}
129. You want to collect information to evaluate your sales force in the New England states. Which of the following would you be least likely to consider in doing so?
a. sales reports
b. call reports
c. expense reports
d. profit performance in the territory
e. use of sales force automation systems
(e; p. 398; Moderate) {AACSB: Analytic Thinking}
130. Your inside sales force is responsible for prospecting and qualifying customers. Which of the following will likely occur?
a. The number of qualified customers will exceed the number of prospects.
b. The outside sales force will call on all prospects.
c. A salesperson may have to approach many qualified customers just to make one sale.
d. Your inside sales force will attend meetings with qualified customers.
e. A and C
(c; p. 399; Challenging) {AACSB: Analytic Thinking}
131. Marlene Arau is a member of the sales force at Urban Fashions, a clothing manufacturer. Marlene is preparing for a first meeting with a wholesaler who is a potential customer, and she is preparing herself by learning as much as she can about the wholesaler’s organization. Marlene is in the ________ step of the personal selling process.
a. prospecting
b. qualifying
c. preapproach
d. approach
e. handling objections
(c; p. 400; Moderate) {AACSB: Reflective Thinking}
132. An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of a(n)________.
a. sales promotion
b. POP promotion
c. rebate
d. advertising objective
e. premium
(a; p. 402; Moderate) {AACSB: Reflective Thinking}
133. An example of a(n) ________ is when airlines award customers points for miles traveled that can be turned in for free airline trips.
a. advertising objective
b. POP reward
c. premium reward
d. frequency marketing program
e. publicity
(d; p. 403; Moderate) {AACSB: Reflective Thinking}
134. Toro ran a clever preseason promotion on some of its snow blower models, offering some money back if the snowfall in the buyer’s market area turned out to be below average. This is an example of a(n) ________.
a. rebate
b. advertising specialty
c. price pack
d. premium pack
e. sweepstakes
(a; p. 405; Moderate) {AACSB: Reflective Thinking}
135. An example of a(n) ________ is a five-foot-high cardboard display of Cap’n Crunch next to Cap’n Crunch cereal boxes.
a. sample
b. POP promotion
c. POP pack
d. advertising promotion
e. premium
(b; p. 405; Moderate) {AACSB: Reflective Thinking}
52. Which type of salesperson fits best with today’s relationship marketing focus and solutions approach?
a. hard-sell salesperson
b. problem-solver salesperson
c. razzle-dazzle salesperson
d. salesperson on salary and not on commission
e. salesperson on commission and not on salary/
(b; p. 400; Moderate) {AACSB: Communication}
71. _____ are goods offered either free or at low cost as an incentive to buy a product.
a. Rebates
b. Premiums
c. Price packs
d. Cash refund offers
e. Point-of-purchase promotions/
(b; p. 405; Moderate) {AACSB: Communication}