中山大学吴柏林教授 广告创意绝密资料TIF17.docx
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中山大学吴柏林教授 广告创意绝密资料TIF17.docx
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中山大学吴柏林教授广告创意绝密资料TIF17
Chapter17—ManagingtheSalesForce
True/FalseQuestions
1.Closingasaletypicallyrequiresfourcalls,andthetotalcosttocompleteasalecanbeashighas$2,000.True(moderate)p.333
2.Asalespersonwhoreliesoncreativemethodsforsellingtangibleproductsorintangiblesiscalledanordertaker.False(easy)p.333
3.Whendrugreps(pharmaceuticalsalespeople,alsocalled“detailers”)callonphysicianstoinformthemofnewprescriptionproductsandhelpthedoctorskeepuponthelatestresearchontheuseofdrugsinmedicaltreatments,theyareperformingintheroleofmissionarysalesperson.True(moderate)p.333
4.Atechniciansalesrepresentativeisonewhohasahighleveloftechnicalknowledgeabouttheproductbeingsold.True(moderate)p.333
5.Adirectsaleforceconsistsoffull-orpart-timepaidemployeeswhoworkexclusivelyforthecompany.True(easy)p.334
6.Asalesforcemaybejudgedbasedonsalesvolume,profitability,ortheabilitytosatisfycustomers.True(easy)pp.333-334
7.Companiesoftenspecializetheirsalesforcesalongindustryorcustomerlinesinamarkettypeofsalesforcestructure.True(moderate)pp.334-335
8.One-thirdofcompaniesuseacombinationofbasesalarypluscommissionincompensatingtheirsalesforce.False(moderate)p.336
9.Companiesmayusemathematicalmodelstodeterminethesizeoftheirsalesforce.True(easy)p.336
10.Afixedsalesforcecompensationplanworksbestwhenindividualinitiativeishighandproductsalesarecyclical.False(moderate)p.336
11.Straightsalaryshouldbeemphasizedmoreinsalesjobswithahighproportionofnonsellingduties.False(moderate)p.336
12.Ifallotherfactorsareequal,salesrepresentativesonstraightcommissionneedlesssupervisionthanthoseonstraightsalary.True(easy)p.336
13.Asalesforcewithmanynewhiresislessproductive.True(moderate)p.337
14.Atime-and-dutyanalysisisaplanningtoolthathelpssalespeopleunderstandhowtheyspendtheirtimeandhowtheymightincreasetheirproductivity.True(moderate)p.339
15.Moneyisnotatopmotivatorforsalespeopleacrosstheworld.True(moderate)p.340
16.Effectivesalespeoplewillhaveempathy,theabilitytofeelasthecustomerdoes.True(moderate)p.337
17.Thetimeforthesalespersontolearnasmuchaboutapotentialcustomeraspossibleisintheapproachstageofthepersonalsellingprocess.False(moderate)p.342
18.Onceasalespersonhasidentifiedahotprospect,sheisnowreadytoentertheapproachstageofthepersonalsellingprocess.False(difficult)p.342
19.Asalesmeetingisasocialoccasionthatalsoservesasanopportunityforeducationandmotivation.True(moderate)p.340
20.Relationshipmarketingismoreappropriatethantransactionmarketingwhendealingwithcustomerswhohaveashorttimehorizonandlowswitchingcosts.False(moderate)p.344
MultipleChoiceQuestions
21.BenitoVilladrivesabreadtruckfromthePanBimboplanttogrocerystoresandconveniencestoresalloverthenortheastquadrantofGuadalajara.Hestockstheracks,givesthemanagerstheirbills,andcollectsthemoney.Villaisa(n)_______________.
a.)demandcreator
b.)deliverer(moderate)p.333
c.)missionary
d.)solutionprovider
e.)ordertaker
22.Asalespersonstandingbehindthecounterorthesoapsalespersoncallingonthesupermarketmanageriscalleda(n)_______________.
a.)deliverer
b.)ordertaker(easy)p.333
c.)missionary
d.)demandcreator
e.)solutionvendor
23.Whichofthefollowingbestdescribestheengineeringsalespersonwhoisprimarilyaconsultanttoclientcompanies?
a.)deliverer
b.)ordertaker
c.)technician(moderate)p.333
d.)demandcreator
e.)solutionvendor
24.Theaveragecostofasalescallrangesfrom_______________.
a.)$50to$100
b.)$100to$250
c.)$250to$500(moderate)p.333
d.)$500to$1,000
e.)$1,000to$2,000
25.
Whichofthefollowingbestdescribesasalespersonwhoseexpertiseliesinsolvingacustomer’sproblem,oftenwithasystemofthefirm’sgoodsandservices?
a.)deliverer
b.)ordertaker
c.)technician
d.)demandcreator
e.)solutionvendor(moderate)p.333
26.AmandaTsoisasalesrepresentativeforScüncihairproducts.Shevisitsindependentgroceryanddrugstoresseveraltimesayearandencouragesthemtousethecompany’sdisplaymaterialintheirstores.Tsoisa(n)_______________.
a.)demandcreator
b.)deliverer
c.)missionarysalesperson(moderate)p.333
d.)ordertaker
e.)solutionprovider
27.ThefirststepindesigningasalesforcetosellTupperwareindustrialstorageshelvingtowarehouseoperatorsisto_______________.
a.)selectasalesforcestrategy
b.)decideonsalesforcesize
c.)decideonsalesforcestructure
d.)setsalesforcequotas
e.)setsalesforceobjectives(moderate)pp.333-334
28.A(n)_______________salesforceconsistsoffull-orpart-timepaidemployeeswhoworkexclusivelyforthecompany.
a.)direct(easy)p.334
b.)indirect
c.)expansive
d.)parallel
e.)targeted
29.Whichofthefollowingbestdescribesthetypeofsalesforcethatconsistsofmanufacturers’reps,salesagents,andbrokers,whoarepaidacommissionbasedonsales?
a.)direct(easy)p.334
b.)contractual
c.)expansive
d.)parallel
e.)targeted
30.Whichofthefollowingisnotagenerallyapartofthesalesperson’sjob?
a.)using(moderate)p.333
b.)targeting
c.)communicating
d.)informationgathering
e.)servicing
31.
Whichofthefollowingtypesofsalesforcestructuresisdescribedinthefollowingexample?
“ProctorandGambleusesadifferentsalesforceforitsintenselydistributedconsumerproducts,versusthesalesforceitusestosellmorecomplexproductsrequiringtechnicalsupport.”
a.)territorial
b.)product(moderate)p.335
c.)market
d.)complex
e.)targeted
32.Companiesoftenspecializetheirsalesforcesalongindustryorcustomerlinesinwhichofthefollowingtypesofsalesforcestructures?
a.)territorial
b.)product
c.)market(moderate)p.335
d.)complex
e.)targeted
33.Theworkloadapproachmethodofdeterminingsalesforcesizeincludesallthefollowingstepsexcept_______________.
a.)groupingcustomersintosizeclasses
b.)determiningthenumberofsalescallsarepcanmakeinayear
c.)establishingcallfrequencies
d.)multiplyingthenumberofcallsneededbythenumberofcurrentsalesreps(moderate)p.336
e.)dividingthetotalannualcallsrequiredbytheaveragenumberarepcanmake
34._______________enablesalesrepstomeettheexpensesinvolvedintravel,lodging,dining,andentertaining.
a.)Expenseallowances(easy)p.336
b.)Benefits
c.)Straight-salaryplans
d.)Straight-commissionplans
e.)Combinations
35._______________receivesmoreemphasisinjobswithahighratioofnonsellingtosellingdutiesandinjobsinwhichthesellingtaskistechnicallycomplexandinvolvesteamwork.
a.)Fixedcompensation(moderate)p.336
b.)Variablecompensation
c.)Demandcompensation
d.)Supplycompensation
e.)Acombination
36._______________receivesmoreemphasisinjobsinwhichsalesarecyclicalordependonindividualinitiative.
a.)Fixedcompensation
b.)Variablecompensation(moderate)p.336
c.)Demandcompensation
d.)Supplycompensation
e.)Mixedcompensation
37.
EthelCantuasalespersonforacompanythatmakesmoisturemonitoringequipmentforcorporatefarms.Shespendsabout20percentofhertimeactuallysellingtheproduct,andabout80percentofhertimeinstallingthecomputersystems,trainingcustomersintheiruse,andgenerallytroubleshooting.WhichsortofcompensationwouldkeepCantusatisfiedwithherjob?
a.)acommissionandquarterlybonuses
b.)expenseallowanceandsalary
c.)benefitpackageandacommission
d.)asalary(moderate)p.336
e.)profitsharing,annualbonuses,andacommission
38.MoiséssellsGibsonandEpiphoneguitars.Heisaself-starter.Hespendsatleast80percentofhistimeinsellingactivitiesand,atmost,20percentofhistimeonnonsellingactivitiessuchasfillingoutpaperwork,placingorders,andmanagingterritories.WhichsortofcompensationwouldmostlikelyappealtoMoisés?
a.)straightcommission(moderate)p.336
b.)salaryandquarterlybonuses
c.)expenseallowance,benefits,andsalary
d.)salaryandcommission
e.)profitsharing,annualbonus,andsalary
39.Whichofthefollowingdoesnotsupporttheimportanceofcarefulrecruitingandselectingsalesrepresentatives?
a.)Inonestudy,thetop27percentofthesalesforceaccountedforover52percentofthesales.
b.)Hiringthewrongpeopleforthejobcanbequicklyremediedthroughtermination.(moderate)p.337
c.)Asalesforcewithmanynewhiresislessproductive,soavoidingexcessiveturnoverisanimportantissue.
d.)Thecostoffindingandtraininganewrepmaycostupto$100,000.
e.)Turnovercanbecostlyinmanyways.
40.AccordingtoCharlesGarfield,supersalesperformersexhibitallofthefollowingcharacteristicsEXCEPT_______________.
a.)risktaking
b.)apowerfulsenseofmission
c.)careforthecustomer
d.)carefulplanning
e.)introversion(easy)p.337
41.AccordingtoMayerandGreenberg,theabilitytofeelasacustomerdoesiscalled_______________.
a.)sympathy
b.)empathy(moderate)p.337
c.)egodrive
d.)superegodrive
e.)iddrive
42.Whichofthefollowingisnotpartoftypicalsalesforcetrainingtopics?
a.)toknowandidentifywiththecompany
b.)toknowthecustomers’characteristics
c.)toresearchthecustomers’trainingneeds(moderate)p.338
d.)tounderstandsalesprocedures
e.)tomakeeffectivesalespresentations
43.A(n)_______________isaplan
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