Question16. Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called

16. Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called

a) advertising.

b) sales promotion.

c) personal selling.

d) target marketing.

e) public relations.

17. A major disadvantage of personal selling is that it

a) is not remembered as well by consumers as advertising messages are.

b) cannot easily adjust the message to satisfy a customer’s information needs.

c) is very expensive per contact.

d) does not provide immediate feedback.

e) is not compatible with other promotional activities.

18. A sales career can offer all of the following except a

a) structured, inflexible workday.

b) high income.

c) great deal of freedom.

d) high level of training.

e) high level of job satisfaction.

19. Personal selling goals include finding prospects, convincing prospects to buy, and

a) monitoring new products being developed.

b) being aware of competitors’ sales activities.

c) seeking one-sale customers.

d) avoiding repeat transactions.

e) keeping customers satisfied.

20. The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of

a) chief executive officers.

b) salespeople.

c) sales managers.

d) quality control experts.

e) marketing directors.

21. Jennifer Clarkson, a sales representative for a publisher of college textbooks, had the southern half of the state as a sales territory. Last year, the director of marketing for the publishing company told Jennifer’s sales manager to increase her territory to the entire state. Now Jennifer’s customers are less satisfied with the company. They are most likely to blame ___________ for their reduced level of customer satisfaction.

a) the textbook authors

b) the company’s chief executive officer

c) the marketing manager

d) the sales manager

e) Jennifer

22. Sayyid’s company has launched a new product line, and he is put in charge of sales. He decides his first step will be to find potential customers in the company’s sales records. Sayyid is

a) prospecting.

b) screening.

c) researching.

d) pre-approaching.

e) surveying.

23. The final stage of the selling process is

a) closing.

b) trial close.

c) presentation.

d) follow-up.

e) overcoming objections.

24. Developing a list of potential customers is called

a) preapproaching.

b) surveying.

c) scouting.

d) prospecting.

e) screening.

25. Scott Bartello, a salesperson for Xerox, develops a list of potential customers and evaluates them on the basis of their ability, willingness, and authority to purchase copy machines. This process is called

a) customer search.

b) preapproach.

c) approaching the customer.

d) audience selection.

e) prospecting.e

26. Company sales records, commercial databases, newspaper announcements, telephone directories, and public records are all sources used for

a) surveying.

b) screening.

c) researching.

d) preapproaching.

e) prospecting.

27. Advertising that encourages customers to send in reply cards for additional information aids salespeople in achieving which goal of personal selling?

a) Convincing prospects to buy

b) Finding prospects

c) Keeping customers satisfied

d) Making the presentation

e) Following up the sale

28. Carlos generally makes cold calls on businesses to look for new prospects. He has many satisfied customers, but like many salespeople, he does not frequently utilize one of the best ways to find new prospects, which is through

a) telephone directories.

b) customer referrals.

c) trade shows.

d) local restaurants.

e) other employees.

29. After compiling a list of potential customers, a salesperson must

a) evaluate whether each prospect is able, willing, and authorized to buy the product.

b) determine whether or not each prospect is really in his target market.

c) find and analyze information about each prospect’s specific needs and current brand choices.

d) develop a presentation for each of the potential customers on his list.

e) contact each of the prospects to get an initial feel for how likely they are to purchase his products.

30. Janetta Light tells her sales manager that she will be devoting more effort to ___________ in the coming weeks, as her list of potential customers has dwindled below the level of 30 firms recommended by the selling plan.

a) approaching customers

b) preapproaching

c) closing the sale

d) following up

e) prospecting

31. Tim has just finished compiling a list of potential customers and evaluating their ability, willingness, and authority to buy. He knows his next step in the personal selling process is to

a) approach.

b) preapproach.

c) make the presentation.

d) prospect.

e) overcome objections.

32. Before contacting prospects, a salesperson for an industrial cleaning equipment company analyzes information about the prospects’ product needs, feelings about brands, and personal characteristics. This process is called

a) prospecting.

b) preapproach.

c) approaching the customer.

d) sales training.

e) sales planning.

33. A salesperson finds and analyzes information about each prospect’s specific product needs, current use of and feeling about brands, and personal characteristics during

a) prospecting.

b) the approach.

c) presentation preparation.

d) overcoming objections.

e) the preapproach.

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