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Question 1
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Knowledge of selling is gained only through formal classes,which is why firms invest so heavily in employee training programs.

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Question 2
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According to the Golden Rule of Personal Selling,most customers do not care how much a salesperson knows about a product until the salesperson shows honesty and caring.

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Question 3
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According to the text,salespeople who are product experts develop ethical,long-term relationships with customers.

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Question 4
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Sales training is the effort put forth by an employer to provide the opportunity for the salesperson to receive job-related skills and knowledge that improve sales success.

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Question 5
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National advertising is sometimes limited to the top 100 markets in order to provide more punch per ad dollar.

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Question 6
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Cooperative advertising is paid for by retailers and designed to reach industrial buyers.

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Question 7
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Trade advertising is advertising the retailer conducts with the cost shared between manufacturer and retailer.

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Question 8
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Carla Piretti is a manager of a plant that processes recycled plastic and sells it to other companies.She recently saw an advertisement for a machine that would help her company reduce the cost of reclaiming the recycled plastic by 20 percent.This ad is an example of trade advertising.

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Question 9
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To reduce the amount of time that must be devoted to sales training,modern companies do not teach their salespeople about the company's history.

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Question 10
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Direct-mail advertising helps expose users to a product or remind them that the product is available to meet a specific need.

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Question 11
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Monitoring advertising and sales promotion activities enables salespeople to include current data and prices into sales presentations.

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Question 12
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One of the reasons companies advertise is because they hope to reduce cognitive dissonance over a purchase.

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Question 13
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Industrial advertising has more specified channels of communication and a smaller number of potential customers,leading to lower advertising costs.

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Question 14
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With reference to sales promotion,POP stands for price-on-purchase.

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Question 15
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Shelf facing refers to the number of individual products placed side-by-side on the shelf.

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Question 16
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A primary obstacle faced by a salesperson who is trying to get shelf space for a new product is limited retail store space.

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Question 17
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A premium is an article of merchandise offered as an incentive to encourage the user to take some action.

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Question 18
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Premiums are used solely to encourage customers to come into the retailer store.

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Question 19
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The three major categories of premiums are sales force premiums,consumer premiums,and dealer premiums.

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Question 20
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Price refers to the value of a product that attracts the buyer to exchange something of value for the product.

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