中山大学吴柏林教授 “广告创意”绝密资料_TIF17.doc

Chapter 17Managing the Sales ForceTrue/False Questions1. Closing a sale typically requires four calls, and the total cost to complete a sale can be as high as $2,000. True (moderate) p. 3332. A salesperson who relies on creative methods for selling tangible products or intangibles is called an order taker. False (easy) p. 3333. When drug reps (pharmaceutical salespeople, also called “detailers”) call on physicians to inform them of new prescription products and help the doctors keep up on the latest research on the use of drugs in medical treatments, they are performing in the role of missionary salesperson. True (moderate) p. 3334. A technician sales representative is one who has a high level of technical knowledge about the product being sold. True (moderate) p. 3335. A direct sale force consists of full- or part-time paid employees who work exclusively for the company. True (easy) p. 3346. A sales force may be judged based on sales volume, profitability, or the ability to satisfy customers. True (easy) pp. 333-3347. Companies often specialize their sales forces along industry or customer lines in a market type of sales force structure. True (moderate) pp. 334-3358. One-third of companies use a combination of base salary plus commission in compensating their sales force. False (moderate) p. 3369. Companies may use mathematical models to determine the size of their sales force. True (easy) p. 33610. A fixed sales force compensation plan works best when individual initiative is high and product sales are cyclical. False (moderate) p. 33611. Straight salary should be emphasized more in sales jobs with a high proportion of nonselling duties. False (moderate) p. 33612. If all other factors are equal, sales representatives on straight commission need less supervision than those on straight salary. True (easy) p. 33613. A sales force with many new hires is less productive. True (moderate) p. 33714. A time-and-duty analysis is a planning tool that helps salespeople understand how they spend their time and how they might increase their productivity. True (moderate) p. 33915. Money is not a top motivator for sales people across the world. True (moderate) p. 34016. Effective salespeople will have empathy, the ability to feel as the customer does. True (moderate) p. 33717. The time for the salesperson to learn as much about a potential customer as possible is in the approach stage of the personal selling process. False (moderate) p. 34218. Once a salesperson has identified a hot prospect, she is now ready to enter the approach stage of the personal selling process. False (difficult) p. 34219. A sales meeting is a social occasion that also serves as an opportunity for education and motivation. True (moderate) p. 34020. Relationship marketing is more appropriate than transaction marketing when dealing with customers who have a short time horizon and low switching costs. False (moderate) p. 344Multiple Choice Questions21. Benito Villa drives a bread truck from the Pan Bimbo plant to grocery stores and convenience stores all over the northeast quadrant of Guadalajara. He stocks the racks, gives the managers their bills, and collects the money. Villa is a(n) _.a.) demand creatorb.) deliverer (moderate) p. 333c.) missionaryd.) solution providere.) order taker22. A salesperson standing behind the counter or the soap salesperson calling on the supermarket manager is called a(n) _.a.) delivererb.) order taker (easy) p. 333c.) missionaryd.) demand creatore.) solution vendor23. Which of the following best describes the engineering salesperson who is primarily a consultant to client companies?a.) delivererb.) order takerc.) technician (moderate) p. 333d.) demand creatore.) solution vendor24. The average cost of a sales call ranges from _.a.) $50 to $100b.) $100 to $250c.) $250 to $500 (moderate) p. 333d.) $500 to $1,000e.) $1,000 to $2,00025. Which of the following best describes a salesperson whose expertise lies in solving a customers problem, often with a system of the firms goods and services?a.) delivererb.) order takerc.) techniciand.) demand creatore.) solution vendor (moderate) p. 33326. Amanda Tso is a sales representative for Scnci hair products. She visits independent grocery and drug stores several times a year and encourages them to use the companys display material in their stores. Tso is a(n) _.a.) demand creatorb.) delivererc.) missionary salesperson (moderate) p. 333d.) order takere.) solution provider27. The first step in designing a sales force to sell Tupperware industrial storage shelving to warehouse operators is to _.a.) select a sales force strategyb.) decide on sales force sizec.) decide on sales force structured.) set sales force quotase.) set sales force objectives (moderate) pp. 333-33428. A(n) _ sales force consists of full- or part-time paid employees who work exclusively for the company.a.) direct (easy) p. 334b.) indirectc.) expansived.) parallele.) targeted29. Which of the following best describes the type of sales force that consists of manufacturers reps, sales agents, and brokers, who are paid a commission based on sales?a.) direct (easy) p. 334b.) contractualc.) expansived.) parallele.) targeted30. Which of the following is not a generally a part of the salespersons job?a.) using (moderate) p. 333b.) targetingc.) communicatingd.) information gatheringe.) servicing31. Which of the following types of sales force structures is described in the following example? “Proctor and Gamble uses a different sales force for its intensely distributed consumer products, versus the sales force it uses to sell more complex products requiring technical support.”a.) territorialb.) product (moderate) p. 335c.) marketd.) complexe.) targeted32. Companies often specialize their sales forces along industry or customer lines in which of the following types of sales force structures?a.) territorialb.) productc.) market (moderate) p. 335d.) complexe.) targeted33. The workload approach method of determining sales force size includes all the following steps except _.a.) grouping customers into size classesb.) determining the number of sales calls a rep can make in a yearc.) establishing call frequenciesd.) multiplying the number of calls needed by the number of current sales reps (moderate) p. 336e.) dividing the total annual calls required by the average number a rep can make34. _ enable sales reps to meet the expenses involved in travel, lodging, dining, and entertaining.a.) Expense allowances (easy) p. 336b.) Benefitsc.) Straight-salary plansd.) Straight-commission planse.) Combinations35. _ receives more emphasis in jobs with a high ratio of nonselling to selling duties and in jobs in which the selling task is technically complex and involves teamwork.a.) Fixed compensation (moderate) p. 336b.) Variable compensationc.) Demand compensationd.) Supply compensatione.) A combination36. _ receives more emphasis in jobs in which sales are cyclical or depend on individual initiative.a.) Fixed compensationb.) Variable compensation (moderate) p. 336c.) Demand compensationd.) Supply compensatione.) Mixed compensation37. Ethel Cantu a salesperson for a company that makes moisture monitoring equipment for corporate farms. She spends about 20 percent of her time actually selling the product, and about 80 percent of her time installing the computer systems, training customers in their use, and generally troubleshooting. Which sort of compensation would keep Cantu satisfied with her job?a.) a commission and quarterly bonusesb.) expense allowance and salaryc.) benefit package and a commissiond.) a salary (moderate) p. 336e.) profit sharing, annual bonuses, and a commission38. Moiss sells Gibson and Epiphone guitars. He is a self-starter. He spends at least 80 percent of his time in selling activities and, at most, 20 percent of his time on nonselling activities such as filling out paperwork, placing orders, and managing territories. Which sort of compensation would most likely appeal to Moiss?a.) straight commission (moderate) p. 336b.) salary and quarterly bonusesc.) expense allowance, benefits, and salaryd.) salary and commissione.) profit sharing, annual bonus, and salary39. Which of the following does not support the importance of careful recruiting and selecting sales representatives?a.) In one study, the top 27 percent of the sales force accounted for over 52 percent of the sales.b.) Hiring the wrong people for the job can be quickly remedied through termination. (moderate) p. 337c.) A sales force with many new hires is less productive, so avoiding excessive turnover is an important issue.d.) The cost of finding and training a new rep may cost up to $100,000.e.) Turnover can be costly in many ways.40. According to Charles Garfield, supersales performers exhibit all of the following characteristics EXCEPT _.a.) risk takingb.) a powerful sense of missionc.) care for the customerd.) careful planninge.) introversion (easy) p. 33741. According to Mayer and Greenberg, the ability to feel as a customer does is called _.a.) sympathyb.) empathy (moderate) p. 337c.) ego drived.) superego drivee.) id drive42. Which of the following is not part of typical sales force training topics?a.) to know and identify with the companyb.) to know the customers characteristicsc.) to research the customers training needs (moderate) p. 338d.) to understand sales procedurese.) to make effective sales presentations43. A(n) _ is a planning tool that helps salespeople understand how they spend their time and how they might increase their productivity.a.) time-and-motion studyb.) call reportc.) territory marketing pland.) time-and-duty analysis (moderate) p. 339e.) activity plan44. Which of the following types of salespeople provide technical information and answers to customers questions?a.) technical support people (moderate) p. 339b.) sales assistantsc.) telemarketersd.) market researcherse.) interviewers45. _ provide clerical backup for the outside reps by confirming appointments, carrying out credit checks, following up on deliveries, and answering customers questions.a.) Technical support peopleb.) Sales assistants (moderate) p. 339c.) Telemarketersd.) Market researcherse.) Interviewers46. Which is true?a.) Additional calls do not generally produce more sales.b.) Salespeople are more efficient these days and are able to make more calls per day than they could a decade ago.c.) There is a downward trend in number of sales calls the average salesperson makes per day. (moderate) p. 338d.) The average salesperson makes about 10 sales calls per day.e.) An increase in sales always justifies an increase in sales costs.47. The most-valued reward to motivate a salesperson in the United States has been determined to be _.a.) pay (moderate) p. 339b.) promotionc.) respectd.) securitye.) recognition48. Researchers in motivation have discovered that _.a.) pay is the greatest motivator for all categories of salespeopleb.) the newer the sales representative, the more importance he or she attaches to financial rewards c.) older and more experienced sales representatives value higher-order rewards, such as recognition and respect, more than financial rewardsd.) financial rewards are more important to older, longer-term sales representatives than to newer salespeople (difficult) p. 339e.) motivation is largely unnecessary because salespeople are self-starting and self-motivated49. Which of the following is not one of the ways salespeople generally spend their time?a.) distributing goods (moderate) p. 339b.) traveling c.) waitingd.) sellinge.) preparing 50. Management can obtain information about reps in all of the following ways EXCEPT _.a.) sales reportsb.) personal observationc.) customer letters and complaintsd.) customer surveyse.) espionage (moderate) pp. 340-34151. Which of the following approaches to selling describes training the salesperson in the stereotyped high-pressure techniques traditionally used in selling automobiles?a.) customer-oriented approach b.) relationship marketing approachc.) sales-oriented approach (moderate) p. 342d.) transformational marketing approache.) negotiation-based approach52. Karima sells whole house fans systems on commission. As she is telling her customer about product features, she offers him price concessions, and applies sales pressure by telling him that she is having a rough time earning enough money to get a down payment for a home. Karima is using a _ approach to selling.a.) customer-oriented b.) relationship marketing c.) sales-oriented (moderate) p. 342d.) transformational marketinge.) negotiation-based 53. A coal mining company that adheres to the marketing concept would encourage its salespeople to use the _ approach to selling.a.) customer-oriented (moderate) p. 342b.) relationship marketing c.) sales-oriented d.) transformational marketinge.) negotiation-based54. The _ approach to selling trains salespeople in customer problem solving in which the rep learns to listen and ask questions in order to identify customer needs and come up with sound product solutions.a.) customer-oriented (moderate) p. 342b.) relationship marketing c.) sales-oriented d.) transformational marketinge.) negotiation-based55. Once a salesperson has identified a hot prospect, she is now ready to enter the _ stage of the personal selling process.a.) preapproach (moderate) p. 342b.) qualifyingc.) approachd.) presentatione.) canvassing56. When Axl Frieberg sells cleaning products door to door, he recites a memorized sales presentation, which includes all of the major selling points the manufacturer thinks should be presented to potential customers. Frieberg uses the _ approach to selling.a.) canned (easy) p. 343b.) need-satisfaction c.) formulated d.) AIDA e.) FABV57. Bronco Pallet Systems, Inc. sells a machine that makes wood pallets. Its salesperson entered the prospects office and asked, “What are you doing with the scrap lumber that your sawmill operation generates?” The prospect talked about wasted materials, time, and manpower and his dissatisfaction with pallet machines he had previously seen. When he finished, the Bronco salesperson asked, “What do you think about a machine that can be operated by one person and that can turn out one pallet every minute it is in operation?” The Bronco salesperson was using a(n) _ sales approach.a.) canned b.) need-satisfaction (moderate) p. 343c.) formulated d.) AIDA e.) FABV58. The sales presentation style that is most consistent with the marketing concept is the _ approach.a.) canned b.) need-satisfaction (moderate) p. 343c.) FABVd.) formulated e.) AIDA 59. Orlando Solis is a successful car salesman. He is the type of salesperson who has many regular customers return and buy their next car with him. His ability to retain customers would lead you to believe that Orlando is effectively performing the _ stage of the personal selling process.a.) prospectingb.) closingc.) presentingd.) demonstratinge.) follow up (moderate) p. 34360. _ is the most frequently negotiated issue.a.) Delivery timingb.) Promotional assistancec.) Price (difficult) pp. 343-344d.) Management assistancee.) Product follow-up61. Llewelyn was hired to answer European customers questions at the User Help Line for Liebert Systems in Ireland. He would be considered a(n) _.a.) telemarketerb.) sales assistantc.) inside salespersond.) technical support person (moderate) p. 339e.) agent sales rep62. Bajneesh takes care of the clerical needs of her companys sales force while they are on the road. She would be considered a(n) _.a.) telemarketerb.) sales assistant (moderate) p. 339c.) inside salespersond.) technical support person e.) agent sales rep63. Judith “cold calls” prospective clients to make appointments for the sales force in order to help them use their time more efficiently. Judith would be considered a(n) _.a.) telemarketer (moderate) p. 339b.) sales assistant c.) inside salespersond.) technical support person e.) agent sales rep64. Which is not a potential downside to choosing a career in field sales?a.) irregular hoursb.) working alonec.) away from home a lotd.) getting large orders (moderate) p. 339e.) lack of authority65. Which of the following is one of the least valued rewards by salespeople?a.) payb.) promotionc.) personal growthd.) sense of accomplishmente.) respect (moderate) p. 33966. Which of the following is one of the most valued rewards by salespeople?a.) likingb.) respectc.) securityd.) personal growth (difficult) p. 339e.) recognition67. Which of the following is not true about sales quotas?a.) You can fail to make the quota and the company can still make its sales forecast.b.) Sales quotas can be established for regions.c.) If all of a companys sales force missed their quota, the company could not meet its overall sales forecast. (moderate)