Paul Joffre owns a remodeling company, Windows & More, which specializes in replacement windows, siding, and awnings for residential customers in his local area. He is a member of the local building contractors' association and typically has a display at the home show every spring. He also has a display at several local hardware stores to increase awareness of his services. These displays generate quite a few inquiries each week.

Recently, Paul has been contacted by several media outlets in the area and is considering making some changes to his promotional mix. Hehas never advertised on the radio or television and has primarily relied on personal selling activities to gain customers. However, as a member of the local chapter of Entrepreneurs' Organization, Paul has seen fellow business owners do verywell using advertising. For example, one member owns a chain of BBQ restaurants and relies primarily on advertising to drive traffic to his stores. Another owns several gyms in the area and has done equally well with advertising.

How can Paul determine whether or not he should use advertising as part of his promotional mix?

Window remodeling is a much different business than a BBQ restaurant or a gym. Which of the following is a factor favoring the restaurant and gym's use of advertising over personal selling?

They offer a highly customized product.

They offer a product that is easy to understand.

They offer high-value product.

There are few customers.

For every customer, Paul typically must visit the home, take measurements, and create a quote for that home or business. The typical quote is usually $5,000 or more. Which of the following factors favors Paul's continued use of personal selling?

He offers a low-value product.

He has a large number of customers.

His customers are geographically dispersed.

He offers a customized product.

Assessment question

Paul has concluded that he will continue maintaining the displays at local hardware stores because he gets so many inquiries. When those inquiries come in, Paul typically calls them back to determine whether they actually have a need and the buying power to be legitimate prospects. This describes which step in the sales process?

Following up

Qualifying leads

Generating leads

Approaching the customer and probing needs