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Exam 14: Personal Selling and Customer Service

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Question 31

Multiple Choice

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Customer service reps

A) work with customers to resolve problems that arise at the time of purchase.
B) work for producers calling on their intermediaries and their customers.
C) provide technical assistance to order-oriented salespeople.
D) work with customers to resolve problems that arise with a purchase, usually after the purchase has been made.
E) are invaluable in working with business customers, but not final consumers.

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Question 32

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A customer service rep's job could include:

A) understanding a customer's complaints.
B) finding a remedy when something goes wrong with a firm's marketing mix after a purchase.
C) resolving a billing problem.
D) handling an exchange of a defective product.
E) all of these tasks could be included.

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Question 33

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Which of the following is NOT one of the basic sales tasks?

A company that provides its sales reps with information technology tools should expect that reps will do a better job with administrative tasks but that they will be less effective in their actual sales calls.

Order getters

Agent wholesalers-particularly manufacturers' agents and brokers-are often order getters.

The two basic decisions to be made in developing a compensation plan are the method of payment and

Sales force training is needed for anyone:

A sales compensation plan should:

Splash World Pool Supplies wants its salespeople to call on pool wholesalers five times per year and to spend two hours on each sales call. Every salesperson works a 40-hour week and takes off two weeks for vacation each year. A salesperson must spend half of the time on travel and administration. Approximately how many salespeople does Splash World need to service 1000 accounts?

The main advantage of the prepared sales presentation approach is that it tends to work equally well with different types of customers.

People who help order-oriented salespeople-but don't try for orders themselves are:

Use this information for question that refer to the "Salespeople" case. Wilson Alvaro graduated with a marketing degree almost a year ago. Like many of his friends, he took a job in sales and really enjoys it. A description of Wilson's job and those of some of his friends are noted below. Wilson Alvaro loves biking and has his dream job. He works for a wholesale company that sells mountain bikes for a manufacturer. He works with a small group of people who call on the buying offices for two large retail chains, Wal-Mart and Toys R Us. The group includes a finance person and a production person, and they all work together to meet the specific needs of these two big accounts; for example, sometimes they recommend a model of bike that will be available from only that retailer's stores. However, Wilson's main job focuses on building relationships and solving customer problems. Only occasionally is he expected to try to persuade the retailers to buy more bikes. Amy Bowden sells life insurance. She calls on new parents and persuades them to buy insurance products. It is difficult for a manager to control Amy's work, but she has incentive to work hard because her job security and income depend on getting sales. She is a confident self-starter, so she likes it that way. Ben Peterson works for a fashionable men's clothing store. He enjoys spending time with customers who come in, learning about their fashion needs, and helping them pick clothes that really work for them. While the store manager can easily observe and direct Ben's activities, the manager wants Ben to have the incentive to increase customer purchases and satisfaction. Emily Winters handles inside sales for a major industrial distributor. She deals with a regular set of established customers, most of whom know what they want. Emily talks to them on the phone and answers questions about products, delivery time, and pricing. She sometimes works with outside sales reps who visit customers and help introduce new products. Emily is the first person her customers call when there's a problem with a purchase, so she spends a lot of time dealing with customer problems. As an inside salesperson, Emily's work is easily supervised by a sales manager - and she has little influence on how much her customers buy. Melissa Tran works for a company that sells paper products (like napkins, paper towels, and paper plates) primarily through small independent grocers. Most of the grocers are regular customers, but sometimes she makes cold calls to new grocery stores. Melissa's job is to develop goodwill and try to increase sales. For example, she often sets up special promotional displays in stores. Her compensation plan gives her income security, but she also can receive a bonus for sales growth in her territory. Charlie Riggs is a telemarketer for an Internet service provider. He calls people on a list provided by his firm and tries to sign them up for Internet service. Charlie relies heavily on a presentation he learned during his training. Charlie is very good at what he does and loves that the more success he has the more he earns. What type of sales presentation approach does Ben Peterson use?

Small companies that have limited working capital or uncertain markets often prefer to use straight salary compensation plans.

Good salespeople try to help customers buy by presenting both the advantages and disadvantages of a product-and showing how it will satisfy the customer's needs.

Most sales managers offer their salespeople a "combination plan" because this method of compensation provides a balance between incentive and security.

Rothbart Inc. has a quality control manager, order-taking salesperson and financial manager as part of the personnel involved in helping to improve a customer relationship. Which of the following approaches is Rothbart using?

According to the text, a salesperson may have choices about all of the following except

Which of the following steps in the personal selling process typically occurs before the target customer is selected?

Use this information for question that refer to the "Salespeople" case. Wilson Alvaro graduated with a marketing degree almost a year ago. Like many of his friends, he took a job in sales and really enjoys it. A description of Wilson's job and those of some of his friends are noted below. Wilson Alvaro loves biking and has his dream job. He works for a wholesale company that sells mountain bikes for a manufacturer. He works with a small group of people who call on the buying offices for two large retail chains, Wal-Mart and Toys R Us. The group includes a finance person and a production person, and they all work together to meet the specific needs of these two big accounts; for example, sometimes they recommend a model of bike that will be available from only that retailer's stores. However, Wilson's main job focuses on building relationships and solving customer problems. Only occasionally is he expected to try to persuade the retailers to buy more bikes. Amy Bowden sells life insurance. She calls on new parents and persuades them to buy insurance products. It is difficult for a manager to control Amy's work, but she has incentive to work hard because her job security and income depend on getting sales. She is a confident self-starter, so she likes it that way. Ben Peterson works for a fashionable men's clothing store. He enjoys spending time with customers who come in, learning about their fashion needs, and helping them pick clothes that really work for them. While the store manager can easily observe and direct Ben's activities, the manager wants Ben to have the incentive to increase customer purchases and satisfaction. Emily Winters handles inside sales for a major industrial distributor. She deals with a regular set of established customers, most of whom know what they want. Emily talks to them on the phone and answers questions about products, delivery time, and pricing. She sometimes works with outside sales reps who visit customers and help introduce new products. Emily is the first person her customers call when there's a problem with a purchase, so she spends a lot of time dealing with customer problems. As an inside salesperson, Emily's work is easily supervised by a sales manager - and she has little influence on how much her customers buy. Melissa Tran works for a company that sells paper products (like napkins, paper towels, and paper plates) primarily through small independent grocers. Most of the grocers are regular customers, but sometimes she makes cold calls to new grocery stores. Melissa's job is to develop goodwill and try to increase sales. For example, she often sets up special promotional displays in stores. Her compensation plan gives her income security, but she also can receive a bonus for sales growth in her territory. Charlie Riggs is a telemarketer for an Internet service provider. He calls people on a list provided by his firm and tries to sign them up for Internet service. Charlie relies heavily on a presentation he learned during his training. Charlie is very good at what he does and loves that the more success he has the more he earns. Which salesperson's main sales task is supporting?