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Principles of Marketing

Chapter 15

Principles of MarketingChapter 15
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15.1 Knowledge Check

1.
d. Personal selling is used by companies when they have a product that needs explanation and education, it is higher in price, and it can be varied according to the needs of the customer.
2.
c. Personal selling is the one-on-one interaction between a sales professional and the potential customer.
3.
b. Personal selling allows for the sales professional to adjust the product to meet the needs and wants of the customer.
4.
b. Most products in the market have a lot of competition. The level of competition has nothing to do with the use of personal selling.
5.
d. Jasmine has effectively demonstrated the personal selling skills of one-on-one interaction with the customer, meeting the needs and wants of the customer, and having personal communication with the customer to satisfy their needs and wants.

15.2 Knowledge Check

1.
d. When customers call into a company to place an order an inside order taker is the person answering and taking the order.
2.
b. When several people within the organization are responsible for making the sale, this is considered a team selling approach
3.
c. The person who is responsible for making sure the product meets the needs of the customer is the technical specialist.
4.
d. Missionary sales is responsible for educating and informing while also encouraging the use of a product.
5.
a. Companies often have support personnel to assist with elements of the sale. This can include checking on inventory and setting appointments for outside sales professionals.

15.3 Knowledge Check

1.
d. Lucia is trying to find the qualified people to buy the products.
2.
a. When customers have questions and the sales professional is ready to answer the questions, this is typically considered handling objections.
3.
d. Shakira is acting more as a consultant to help her customer have the best fit for their needs.
4.
c. During the approach phase, the sales professional gathers insights and seeks to contact the prospect to build rapport and gather more information on the needs and wants of the prospect.
5.
c. Keith is demonstrating the product and telling about the features that are important to the prospect. Keith is doing the presentation.

15.4 Knowledge Check

1.
c. Lev needs to know how many sales professionals he will need to hire.
2.
d. Malika is focused on bringing in new customers.
3.
b. Companies regularly need to inform and educate their sales professionals about the products they are selling.
4.
c. Nestle is most likely paying Johnny a commission on the sales he makes.
5.
a. Ranee needs to spend time on selling activities.

15.5 Knowledge Check

1.
d. This is an example of sales promotion geared toward generating an immediate sale.
2.
b. The sales promotion is structured to stimulate demand for more product.
3.
c. Rolex wants to spread information about its products to the target market of customers that will be present at the events.
4.
a. Sales promotion is primarily to stimulate demand in the short term.
5.
a. Sally is happy and satisfied when she gets email and promotions from American Eagle.

15.6 Knowledge Check

1.
b. Coupons provide a saving off of the purchase of a specific product.
2.
d. Samples provide for a free amount of product.
3.
b. Sweepstakes give consumers a chance to win when they purchase something or follow the rules of the sweepstakes.
4.
a. Allowances and discounts are typically provided to the trade and used to push the product to the customer.
5.
d. Sales promotion is a short-term incentive to consumers and the trade.
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