Review Questions Chapters 1-7
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Marketing
Date
Jan 9, 2024
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Review Questions Chapter 1- 7 (Answers towards the end)
TRUE/FALSE - Write 'T' if the statement is true and 'F' if the statement is false.
1)
Selling and marketing are not synonymous.
⊚
true
⊚
false
2)
The marketing mix consists of three components: price, product, and promotion.
⊚
true
⊚
false
3)
The world views and belief systems of employees from the same country are typically
identical.
⊚
true
⊚
false
4)
The ethical behavior of an employee is influenced by managers, co-workers, and the
organization.
⊚
true
⊚
false
5)
An individual in the pre-conventional stage of morality asks, "What can I get away with?"
⊚
true
⊚
false
6)
In the stimulus-response model of consumer behavior, information about why consumers do
or do not buy is hidden in the black box.
⊚
true
⊚
false
7)
The "S" in the SELL Sequence reminds the salesperson to show the benefits first.
⊚
true
⊚
false
8)
In the stimulus-response model of consumer behavior, information about why consumers do
or do not buy is hidden in the black box.
⊚
true
⊚
false
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1
9)
According to the SELL sequence, the first thing you should do in your sales presentation is to
show the advantages of your product.
⊚
true
⊚
false
10)
Communication, in a sales context, is an exchange process.
⊚
true
⊚
false
11)
Disagreement signals should be handled by using close-ended questions and projecting
acceptance signals.
⊚
true
⊚
false
12)
Preapproach is the first step in the selling process.
⊚
true
⊚
false
13)
Cultivating a network involves meeting reputable people who have many valuable contacts.
⊚
true
⊚
false
14)
Successful people have a tendency to make, implement, and evaluate plans.
⊚
true
⊚
false
15)
Good business relationships are built on your knowledge of your company, industry, and
customers' needs.
⊚
true
⊚
false
16)
A salesperson knows that a prospect's desire for a product is solidified when the potential
buyer asks a question about price.
⊚
true
⊚
false
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MULTIPLE CHOICE - Choose the one alternative that best completes the statement or
answers the question.
17)
The _______ is a business philosophy that says the customers' want-satisfaction is the
economic and social justification for a firm's existence.
A)
Six Sigma concept
B)
TQM concept
C)
scientific approach to business
D)
marketing concept
E)
sales heuristic
18)
Which of the following statements about products, goods, and services is true?
A)
Products and goods are synonymous terms
B)
Services and products are tangibles
C)
Goods and products are tangibles
D)
Salespeople do not sell services
E)
Goods and services are tangibles
19)
According to the _______, salespeople should unselfishly treat others as they would like to
be treated.
A)
Pareto Principle of Selling
B)
Principle of Reciprocity
C)
Fairplay Rule of Selling
D)
Core Principles of Professional Selling
E)
Equity Theory of Selling
20)
The acronym ABCS refers to the four:
A)
main elements of the customer relationship process.
B)
types of nonfinancial rewards salespeople desire.
C)
steps in the sales process.
D)
personality characteristics of sales managers.
E)
stages in the typical sales career path.
21)
Which of the following statements about sales jobs is most likely false?
A)
Sales jobs require salespeople to exhibit more tact than other professions do.
B)
Many salespeople work with little or no supervision.
C)
Many sales jobs require considerable traveling and time spent away from family.
D)
Salespeople represent their companies to the outside world.
E)
Salespeople spend little or no company funds for entertainment.
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22)
Conceptual skills:
A)
allow the seller to think strategically.
B)
are the seller's ability to work with and through other people.
C)
include mastery of the methods, techniques, and equipment involved in selling.
D)
are demonstrated in the way salespeople relate to other people.
E)
include the competent use of techniques to solve problems in a specific discipline.
23)
_______ is the cognitive ability to see the selling process as a whole and the relationship
among its parts.
A)
Conceptual skill
B)
Human skill
C)
Technical skill
D)
Strategic skill
E)
Empathy skill
24)
Ruth Cyboran and Luis Ross recently met again at their 10th high school reunion. The men
were close friends throughout school but lost touch with each other after graduation. They
enjoyed their recent meeting and promised to keep in touch, especially because they had both
chosen the same career--professional sales. Cyboran works for a paper company selling gift
wrapping paper, ribbons, and boxes to retailers. Ross provides digital technology
consultations to small businesses. Even though both believe in the Core Principles of
Professional Selling, they both expressed concern about the new emphasis on relationship
selling.
Like other salespeople, Ross and Cyboran both receive _______ rewards as a result of their
ability to sell and create long-term customer relationships.
A)
hygiene and motivational
B)
financial and nonfinancial
C)
performance and intrinsic
D)
conceptual and functional
E)
short-term and long-term
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25)
Courtney Lee works for a travel agency. The company has spent several hundred dollars
promoting a trip to a country that is undergoing a great deal of political unrest. Lee has been
told that if she wants to keep her job, she needs to get at least three couples to sign up for this
trip. Instead, Lee handed in her letter of resignation because she refused to sell a potentially
dangerous trip to her customers. Lee is functioning at the _______ level of moral
development.
A)
biblical
B)
principled
C)
conventional
D)
discretionary
E)
preconventional
26)
"I'll let you sell the Harley-Davidson designer clothes only if you'll also sell a new line of
clothes designed by Paula Abdul, too." This statement made by a salesperson to a specialty
retailer is potentially an example of _______ and may be in violation of the Clayton Act
prohibition if the action substantially lessens competition.
A)
misrepresentation
B)
tie-in sales
C)
reciprocity
D)
price discrimination
E)
kickbacks
27)
Which of the following factors has the LEAST influence on an individual's core belief
system?
A)
physical appearance
B)
religious background
C)
family upbringing
D)
life experiences
E)
personality
28)
Which of the following corporate actions would LEAST likely prevent racial and sexual
harassment?
A)
Getting the active support of top management in preventing workplace harassment
B)
Establishing compensation policies that reward anti-harassment behavior
C)
Establishing harassment grievance procedures
D)
Providing anti-harassment training to employees
E)
Eliminating cooperative acceptance
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29)
An ethics ombudsperson:
A)
interacts with the organizational stakeholders on a daily basis.
B)
writes the company's code of ethics.
C)
is also called a whistle-blower.
D)
handles all negative publicity for an organization.
E)
is an official who assumes the role of corporate conscience.
30)
Sheridan decides to buy his first car. The car salesperson promises to arrange a car loan for
him if he also purchases the auto insurance. This is a classic example of:
A)
misrepresentation.
B)
reciprocal selling.
C)
a Green River dealership.
D)
discriminatory selling.
E)
a tie-in sale.
31)
In Turkey, a salesperson wants to sell a block of 75 symphony tickets to an Armenian senior
citizen center to hand out to its members. If he can sell these remaining tickets, he will
receive a $500 bonus. When the center director asks him if there will be adequate security at
the event, the Turk assures her the arena has doubled its security force for the event even
though no special security arrangements have been made in spite of recent threats made
against Armenians. The Turkish salesperson is most likely functioning at the _______ stage
of moral development.
A)
postconventional
B)
principled
C)
conventional
D)
discretionary
E)
preconventional
32)
LeAnn, a salesperson for a home building company, has spent the last 20 minutes with a
customer who came to the office. LeAnn listened carefully to the customer and asked
questions about the customer's needs and interests. LeAnn has determined that the customer
most likely is interested in buying a new townhome. What should LeAnn do next?
A)
Share the information with the customer on both a single family home and a
townhome
B)
Discuss the number of newly built townhomes in the area
C)
Share the drawbacks of renting a place
D)
Discuss the benefits of owning a newly built townhome
E)
Determine monthly costs for buying a townhome
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33)
Which of the following is NOT a step in organizational buying process?
A)
Establish the decision criteria
B)
Define the problem
C)
Identify decision makers
D)
Evaluate alternatives
E)
Select appropriate solution
34)
The statement "This chicken is quick-frozen at 30 degrees below zero," is an example of
a(n):
A)
benefit.
B)
market need.
C)
advantage.
D)
segmentation variable.
E)
feature.
35)
When a consumer gives little thought or time to the purchase of a product she is in the habit
of buying, she is making a(n) _______ buying decision.
A)
routine
B)
limited
C)
extensive
D)
high-involvement
E)
preconscious
36)
The _______ is a reminder to emphasize the features, advantages and benefits of a product
during a sales presentation.
A)
Prospecting method
B)
SWOT analysis
C)
sales presentation
D)
SELL Sequence
E)
trial close
37)
Two ways a salesperson can _______ is to show the buyer how to properly use the product
and to make realistic claims about the product.
A)
reduce satisfaction
B)
lower the buyer's level of dissonance
C)
increase dissatisfaction
D)
reduce routine decision making
E)
modify selective retention
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38)
LeAnn, a salesperson for a home building company, has spent the last 20 minutes with a
customer who came to the office. LeAnn listened carefully to the customer and asked
questions about the customer's needs and interests. LeAnn has determined that the customer
most likely is interested in buying a new townhome. What should LeAnn do next?
A)
Share the information with the customer on both a single family home and a
townhome
B)
Discuss the number of newly built townhomes in the area
C)
Share the drawbacks of renting a place
D)
Discuss the benefits of owning a newly built townhome
E)
Determine monthly costs for buying a townhome
39)
Which of the following is NOT a step in organizational buying process?
A)
Establish the decision criteria
B)
Define the problem
C)
Identify decision makers
D)
Evaluate alternatives
E)
Select appropriate solution
40)
The statement "This chicken is quick-frozen at 30 degrees below zero," is an example of
a(n):
A)
benefit.
B)
market need.
C)
advantage.
D)
segmentation variable.
E)
feature.
41)
Since salespeople help their prospects make the choice to buy or not buy a product, it is
important for salespeople to understand:
A)
the various factors that can influence a buyer's decision.
B)
how to encourage customers to experience purchase dissonance.
C)
the material taught in advanced psychology classes.
D)
all that is involved in the psychological processes a buyer goes through in making a
purchase decision.
E)
the buyer's general buying needs.
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42)
After the dentist spent almost $600 to purchase the Apollo Whitening System to use with
patients who want their teeth bleached, he learned that a more efficient system with fewer
potential side effects was available for $400. From this information you know the dentist
most likely experienced:
A)
misinformation.
B)
information overload.
C)
purchase satisfaction.
D)
a communication barrier.
E)
purchase dissonance.
43)
_______ is the act of transmitting verbal and nonverbal information and understanding
between seller and buyer.
A)
Communication
B)
Empathizing
C)
Persuasion
D)
Decoding
E)
Encoding
44)
Why is it important for a salesperson to be aware of caution signals?
A)
They indicate blocked communication.
B)
They usually lead to the next step, which is buyer acceptance.
C)
They tell the salesperson to respond with similar signals to proceed on an equal
footing with the buyer.
D)
They signal the salesperson to speed up the sales presentation.
E)
They warn the salesperson to close the deal quickly before a competitor does.
45)
The appliance salesperson asked the prospect, "What do you like best about the competitor's
washing machines?" "Do you think you have ever paid too much for a new washer?" "Are
you happy with how well your current washer cleans your clothes?" The salesperson, in this
case, has used:
A)
probing.
B)
channel narrowing.
C)
objection refutation.
D)
discriminators.
E)
encoding questions.
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46)
As she listens to her customer, Tina refrains from evaluating the message and considers the
customer's point of view. Tina is engaged in _______ listening.
A)
dynamic
B)
participative
C)
non-routine
D)
active
E)
responsive
47)
Which of the following statements about sales training is true?
A)
Sales training ends when the salesperson actually begins the selling job.
B)
An understanding of sales training is only gained through the company's formal
training program.
C)
Sales training is irrelevant once a salesperson receives the designation of "master
sales representative."
D)
Sales knowledge gained from sales training benefits not only the salesperson and the
company but also the customer.
E)
Periodic sales training is intended to keep salespeople humble and aware of their
shortcomings.
48)
Advertisements in a local newspaper for a locally owned garden center are examples of
_______ advertising.
A)
industrial
B)
national
C)
trade
D)
retail
E)
co-op
49)
_______ is a technology system that helps companies manage information about existing and
potential customers.
A)
CRM (customer relationship management)
B)
Personal productivity
C)
A salesperson diary
D)
Spreadsheet organizer
E)
Worksheet information system
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50)
A manufacturer that bases its charge to customers on the customer's location or the
customer's distance from the shipping point is using a _______ price.
A)
marginal
B)
list
C)
zone
D)
net
E)
FOB shipping point
51)
_______ is the money that remains after the costs of marketing and operating the business
are paid.
A)
Account receivable
B)
Contribution margin
C)
Consumer residual
D)
Net profit
E)
Dividend
52)
Markup is:
A)
the money available to cover only the costs of marketing the product.
B)
based on the product's selling price.
C)
based on the product's discount price.
D)
often expressed as a fraction.
E)
represented by net profit.
53)
_______ is defined as the series of sequential actions by a salesperson that leads toward the
customer taking a desired action and ends with a follow-up to ensure purchase satisfaction.
A)
The sales presentation
B)
The prospecting process
C)
The sales process
D)
Networking
E)
The preapproach
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54)
Which of the following statements holds true of e-mail marketing?
A)
In order to generate leads, firms may purchase lists of potential contacts, including
their email addresses.
B)
The firm e-mails opportunities, offers and invitations to potential customers.
C)
If the e-mail garners interest, the customer may respond to the firm.
D)
The salesperson contacts the lead, if customer shows interest in firm’s offers and
invitations.
E)
The salesperson contacts the prospects irrespective of their interest in offers and
invitations.
55)
In Hendersonville, a group of salespeople get together for breakfast on the first and third
Tuesday of each month. The purpose of their meeting is to share leads and prospecting tips.
The group charges each member dues of $65 per quarter and participants must sell
noncompetitive products. This group is an example of a(n):
A)
business network.
B)
sales lead club.
C)
illegal pyramid scheme.
D)
orphan prospect club.
E)
list of prospects.
56)
Melissa sells insurance to homeowners and renters. Every weekend she goes out looking for
moving vans and people unloading U-Haul trucks. She writes down the addresses of those
who seem to be moving in. Every Monday she calls the list she has gathered during the
weekend and asks them if they are interested in insurance. Melissa is using the _______
method of prospecting.
A)
center of influence
B)
observation
C)
networking
D)
preapproach
E)
endless chain
57)
When using the telephone to arrange an appointment for a face-to-face meeting, which of the
following is usually the best way to ask?
A)
"Could I see you this afternoon?"
B)
"Could I bring you a lunch bag tomorrow?"
C)
"When would it be best to see you?"
D)
"Would you be interested in meeting me?"
E)
"Would nine or one o'clock be better for you?"
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58)
Which of the following statements about the purpose for any sale is most likely false?
A)
Purpose is broad in scope.
B)
Purpose helps define who you are as a sales professional.
C)
Purpose is a list of objectives that differ from one sales call to another.
D)
Purpose directs how you approach each sales call.
E)
Purpose defines success for you.
59)
All of the following hold true of the customer relationship model EXCEPT:
A)
it requires consultative selling.
B)
the sales process unites the buyer's strategic needs with the salesperson's creative
solutions.
C)
the relationship is expected to be short-term.
D)
the relationship must be mutually beneficial for the buyer and the seller.
E)
the customer reaches his/her goal along with the seller.
60)
In a SMART sales call objective, the "A" refers to the fact that the objective should:
A)
authorize immediate response.
B)
be achievable.
C)
create product awareness.
D)
augment the sales potential.
E)
be analytical.
61)
Strategies for selling a product to a reseller's customers would most likely be included in a:
A)
business proposition.
B)
FAB statement.
C)
marketing plan.
D)
suggested purchase order.
E)
SELL sequence.
62)
The _______ can be used to move prospects from mild interest to a strong desire for a
product.
A)
interactive method
B)
SELL sequence
C)
business proposition
D)
FAB process
E)
action enhancement method
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SHORT ANSWER. Write the word or phrase that best completes each statement or
answers the question.
63)
What type of products would be sold by an industrial products salesperson?
64)
How would you respond to the following statement: "Marketing and selling are synonyms"?
65)
At what level of moral development do most people operate?
66)
What complaint could be lodged against a salesperson who claimed that if you bought the
mattress she was selling, you would never have any more backaches?
67)
List the three levels of need awareness.
68)
Which type of territorial space is most commonly used for sales presentations?
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69)
What is empathy?
70)
What two terms are used to describe prospects before they become qualified?
71)
What is a plan?
72)
List some of the typical strategic goals for a customer.
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
73)
What is sales training? How long is the training period for the typical salesperson?
74)
Briefly describe what is the Internet and the cloud?
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Answer Key
Test name: Review Questions Chapters 1-7
1)
TRUE
Selling is a marketing component that traditionally refers to the personal communication of
information to persuade a prospective customer to buy something. Marketing is the activity, set
of institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large.
2)
FALSE
A firm's marketing mix consists of four main elements—product, price, distribution or place, and
promotion—a marketing manager uses to market goods and services.
3)
FALSE
No two people are alike because of varying personalities, religious backgrounds, and family and
personal experiences. Even people from the same culture will have different ideas of right and
wrong.
4)
TRUE
The ethical behavior of individual employees is influenced by the organization and by other
people, such as co-workers and managers. Top management plays a significant role in the ethical
decisions made by employees.
5)
TRUE
At the pre-conventional moral development level, an individual acts in his or her own best
interest and thus follows rules to avoid punishment or receive rewards. This individual would
break moral and legal laws.
6)
TRUE
The stimulus-response model assumes that prospects respond in a predictable way to a sales
presentation. However, the buyer's decision-making process is unknown and referred to as the
black box.
7)
FALSE
The "S" in SELL is a reminder to show the features of the product. The salesperson then explains
the advantages before leading into the benefits of the product.
8)
TRUE
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The stimulus-response model assumes that prospects respond in a predictable way to a sales
presentation. However, the buyer's decision-making process is unknown and referred to as the
black box.
9)
FALSE
Showing advantages occurs after describing the features of the product. Benefits are then
discussed by the salesperson.
10)
TRUE
Communication, in a sales context, is the act of transmitting verbal and nonverbal information
and understanding between seller and buyer. This definition presents communication as an
exchange process of sending and receiving messages with some type of response expected
between seller and buyer.
11)
FALSE
You should handle disagreement signals as you did caution signals, by using open-ended rather
than closed questions. Open-ended questions encourage the buyer to communicate beyond "yes"
or "no" answers.
12)
FALSE
The first step in the sales process is prospecting. Preapproach and planning are the two
components of the second step.
13)
TRUE
A salesperson who wants to cultivate a network should focus on meeting center-of-influence
people. These people have established a good reputation and have many valuable contacts.
14)
TRUE
The difference between successful people and less successful people is that successful people
plan, implement their plans, and evaluate the day's sales results in order to know what to do
tomorrow. Less successful people think about planning but seldom do it.
15)
TRUE
Good business relationships are built on your knowledge of your company, industry, and
customer's needs. Show prospects that you are calling on them to help solve their problems or
satisfy their needs.
16)
FALSE
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Asking questions about a product is a normal component of communication during a sales
presentation. However, asking a question about price does not guarantee that a prospect will
make a purchase.
17)
D
The marketing concept is a business philosophy that says the customers' want-satisfaction is the
economic and social justification for a firm's existence. Consequently, all company activities
should be devoted to determining customers' wants and then satisfying them, while still making a
profit.
18)
C
A good is a physical object that can be purchased, such as a refrigerator or car. A product is a
bundle of tangible and intangible attributes, including packaging, color, and brand, plus the
services and even the reputation of the seller. A service is an intangible action or activity done for
others for a fee.
19)
D
The Core Principles of Professional Selling refer to the sales philosophy of unselfishly serving
your customers and professionally representing the organization you work for. The salesperson
following the Core Principles places the interests of others before self-interest.
20)
A
Relationship selling refers to the desire by today's salespeople to build long-term customer
loyalty through the customer relationship process known as
ABCS
. The letters
ABCS
refer to
analyze customer needs, present product benefit, gain customer commitment, and provide
excellent service.
21)
E
Salespeople are among the few employees authorized to spend company funds. They spend this
money for entertainment, transportation, and other business expenses.
22)
A
Conceptual skill is the cognitive ability to see the selling process as a whole and the relationship
among its parts. It is especially important for creative order-getters. Human skill is the seller's
ability to work with and through other people.
23)
A
Conceptual skill is the cognitive ability to see the selling process as a whole and the relationship
among its parts. Conceptual skill involves the seller's thinking and planning abilities. Human
skill is the seller's ability to work with and through other people.
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24)
B
Salespeople earn both financial and nonfinancial rewards for their jobs. Intrinsic or nonfinancial
rewards include feelings of self-worth and job satisfaction.
25)
B
A principled person, such as Lee, does the right thing no matter if it means losing her job. She is
guided by internal morals and values. A person at the preconventional level of moral
development follows rules to receive rewards or avoid punishment. At the conventional level, a
person conforms to expectations and laws.
26)
B
Requiring a customer to buy one product when buying another product is known as a tie-in sale
and is prohibited under the Clayton Act. Reciprocity involves agreeing to buy a product from one
person if they agree to buy a product from you.
27)
A
Personality, religious background, family upbringing, personal experiences, and the situation
faced are examples of factors shaping our core belief system. Physical appearance is less
influential than the other factors on a person's core beliefs.
28)
E
Cooperative acceptance is the employee right to be treated fairly and without sexual or racial
harassment. Top management support, policies, procedures, and training are methods for
eliminating harassment in the workplace.
29)
E
An ethics ombudsperson is an official given the responsibility of corporate conscience that hears
and investigates ethics complaints and informs top management of potential ethics issues.
30)
E
Requiring a customer to buy one product when buying another product is known as a tie-in sale.
Such actions are prohibited under the Clayton Act because they lessen competition.
31)
E
A person at the preconventional level of moral development follows rules to receive rewards,
which in this case is a $500 bonus. At the conventional level, a person conforms to expectations
and laws. A principled person does the right thing no matter what.
32)
D
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Once you determine the major buying need, you are ready to relate the person's needs to a
product's benefits, such as the features and benefits of owning a townhome. Basically, this is
what selling is all about—determining needs and skillfully relating your product's benefits to
show how its purchase will fulfill customers' needs.
33)
C
Generally, firms use a five-step process when making a buying decision. The steps include: 1.
Define the problem. 2. Establish the decision criteria. 3. Identify alternatives. 4. Evaluate
alternatives. 5. Select appropriate solution.
34)
E
Product features are physical characteristics of a product. Features include size, price, and color.
In this case, being quick frozen will improve the taste of the chicken, which is also a feature.
35)
A
A routine buying decision requires little thought and may occur from habit. Buying groceries
typically requires routine decision making.
36)
D
Each letter of the word sell stands for a sequence of things to do and say to stress benefits
important to the customer. By remembering the word sell, you remember to show the feature,
explain the advantage, lead into the benefit, and then let the customer talk by asking a question
about the benefit (trial close).
37)
B
Salespeople can reduce purchase dissonance by showing buyers how to use a product and
making realistic rather than exaggerated claims about the product.
38)
D
Once you determine the major buying need, you are ready to relate the person's needs to a
product's benefits, such as the features and benefits of owning a townhome. Basically, this is
what selling is all about—determining needs and skillfully relating your product's benefits to
show how its purchase will fulfill customers' needs.
39)
C
Generally, firms use a five-step process when making a buying decision. The steps include: 1.
Define the problem. 2. Establish the decision criteria. 3. Identify alternatives. 4. Evaluate
alternatives. 5. Select appropriate solution.
40)
E
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Product features are physical characteristics of a product. Features include size, price, and color.
In this case, being quick frozen will improve the taste of the chicken, which is also a feature.
41)
A
Salespeople need to understand the different factors influencing the buying decision, but they do
not have to be psychologists to do so. The average salesperson cannot know all that is involved
in the psychological and practical processes that a buyer goes through in making a decision but
salespeople can uncover the buyer's specific needs.
42)
E
Purchase dissonance causes tension over whether the right decision was made in buying the
product. Dissonance increases with the importance and cost of the decision.
43)
A
Communication, in a sales context, is the act of transmitting verbal and nonverbal information
and understanding between seller and buyer. This definition presents communication as an
exchange process of sending and receiving messages with some type of response expected
between seller and buyer.
44)
A
Caution signals are important to recognize because they indicate blocked communication.
Buyers' perceptions, attitudes, and beliefs regarding a presentation may cause them to be
skeptical, judgmental, or uninterested in the product.
45)
A
Questioning, sometimes called probing, allows the salesperson to determine the buyer's attitude
toward the sales presentation. Probing refers to gathering information and uncovering customer
needs using one or more questions.
46)
D
The active listener refrains from evaluating the message and tries to see the other person's point
of view. Attention is not only on the words spoken but also on the thoughts, feelings, and
meaning conveyed.
47)
D
Successful companies thoroughly train new salespeople and maintain ongoing training programs
for their experienced sales personnel. Companies are interested in training primarily to increase
sales volume, salesperson productivity, and profitability, and training is beneficial to all parties in
a sales transaction.
48)
D
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Retail advertising is used by a retailer to reach customers within its geographic trading area.
Trade ads are aimed at wholesalers.
49)
A
CRM (customer relationship management) is a technology system that helps companies manage
information about existing and potential customers.
50)
C
Zone price is the price of a product based on the geographic location or zone of the customer.
List price is the standard price that is charged to customers. Net price is the price charged after
discount allowances.
51)
D
Net profit is the money remaining after the costs of marketing and operating the business are
paid. Gross profit is the money available to cover the costs of marketing the product, operating
the business, and profit.
52)
B
Markup is the dollar amount added to the product cost to determine its selling price. Markup
often is expressed as a percentage and represents gross profit, not net profit. It is based on either
the product's selling price or its costs.
53)
C
The sales process refers to a sequential series of actions by the salesperson that leads toward the
prospect or customer taking a desired action and ends with a follow-up to ensure purchase
satisfaction. This selling process involves 10 basic steps.
54)
E
In order to generate leads, firms may purchase lists of potential contacts, including their email
addresses. Then, the firm e-mails opportunities, offers and invitations to potential customers. If
the e-mail garners interest, the customer may respond to the firm. The salesperson then contacts
the lead.
55)
B
Sales lead clubs are formed to share leads and prospecting tips. Groups are usually made up of
salespeople in related but noncompetitive fields.
56)
B
A salesperson often can find prospects by constantly watching what is happening in the sales
area-the observation method. New families moving into town are good leads for Melissa.
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57)
E
Phrase your appointment request as a question. Your prospect should be given a choice, such as:
"Would nine or one o'clock Tuesday be better for you?"
58)
C
Purpose is not a list of plans, goals, or objectives that differ from one sales call to another.
Purpose is a constant truth that guides your business life. Purpose directs how you approach each
sales call. It defines success for you. Purpose classifies your relationships. It helps define who
you are as a sales professional.
59)
C
The customer relationship model brings together the main elements of consultative selling and
shows that customers have strategic needs that salespeople must meet through creative solutions,
which benefits both buyers and sellers. This results in the seller being able to sell the customer
again and again and building a long-term relationship.
60)
B
SMART sales call objectives are specific, measurable, achievable, realistic, and timed. The goal
should not be too difficult to fulfill.
61)
C
An effective marketing plan includes suggestions on how a retailer should promote the product
through displays, advertising, proper shelf space and positioning, and pricing.
62)
D
A salesperson can use the FAB formula to bring prospects from lukewarm interest to a boiling
desire for a product. Desire is created when prospects express a wish or wanting for a product
like yours.
63)
Short Answer
Nontechnical, tangible products such as packaging material and office supplies.
64)
Short Answer
The statement is false. Professional selling is a component of marketing.
65)
Short Answer
The conventional level.
66)
Short Answer
Misrepresentation and breach of warranty.
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67)
Short Answer
(1) Conscious, (2) preconscious, and (3) unconscious need levels.
68)
Short Answer
Social space.
69)
Short Answer
The ability to identify and understand the other person"s feelings, ideas, and situation.
70)
Short Answer
A lead or a suspect.
71)
Short Answer
A plan is a method of achieving an end.
72)
Short Answer
Strategic goals for a customer typically include reducing costs and/or increasing productivity,
sales, and profits.
73)
Essay
Sales training is the effort an employer puts forth to provide the opportunity for the salesperson
to receive job-related culture, skills, knowledge, and attitudes that result in improved
performance in the selling environment. Sales training is an ongoing process that should continue
throughout a salesperson's career.
74)
Essay
The Internet refers to the physical infrastructure of the interconnected global computer network.
The Cloud is a technology approach that enables a more mobile, portable opportunity for
salespeople by allowing access to software anywhere, as long as the individual is connected to
the Internet.
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