chapter 2
practise2
Question 1
1) The development of a personal selling philosophy most likely involves:
A) a full acceptance of the limits of the marketing concept
B) a full appreciation of the tenets of the free enterprise system
C) a desire to sell internationally
D) assuming the role of a problem-solver in helping customers make complex buying decisions
Question 2
2) The ultimate goal of the "marketing concept" is:
A) product diversification
B) customer satisfaction
C) brand loyalty
D) rising profit margins
Question 3
3) Which of the following statements would NOT be an application of the marketing concept?
A) Let's speed up production and get these products to customers faster by eliminating the field test.
B) Let's show these product designs to some prospective buyers for their reactions.
.
C) Let's examine our points of distribution to see if we're reaching the market effectively.
D) Let's do some research to see which colors consumers prefer.
Question 4
4) When UPS was first established, founder Jim Casey described the firm's focus as follows:
A) to become a leader in international shipping
B) to become the world's most profitable company
C) to render perfect service to our stores and their customers
D) to become the world's most efficient shipping company
Question 5
A company has developed a calendar/messaging/paperwork center that helps working mothers organize their families' schedules and paperwork. All the mothers who have tried it have loved it, and it is priced comparably to normal planners, although it offers much more.
5) The product was developed by gathering focus groups of mothers and asking them what they need and what they wish normal planners offered them. This method of product development most likely:
A) is costly and inefficient
B) is performed by the marketing department
C) subscribes to the marketing concept
D) reduces the barriers to purchasing
Question 6
6) It is not as important to focus on the marketing concept if a company has an established product.
Question 7
7) In consultative selling, the customer is seen as:
:
A) a person to be served
B) a prospect to be sold
C) a point on the funnel
D) progress toward a quota
Question 8
8) Transactional selling is less complicated than consultative selling because
A) consultative selling takes into consideration the clients' varying needs
B) consultative selling requires giving the client the product at the lowest price possible
C) consultative selling is an earlier form of selling than transactional selling
D) all sales begin with transactional selling
Question 9
9) A company has developed a calendar/messaging/paperwork center that helps working mothers organize their families' schedules and paperwork. All the mothers who have tried it have loved it, and it is priced comparably to normal planners, although it offers much more.
9) Because this product looks similar to other products and only differentiates itself when a customer uses it, customers might be more influenced to buy it because of
A) advertising on websites geared to women
B) marketing campaigns in non-traditional outlets
C) word of mouth endorsements from other mothers
D) teacher recommendations
Question 10
10) XFormation is a company that develops and delivers custom trainings for products, procedures, and change at companies. XFormation developers have extensive knowledge of adult learning theory, and the trainers are dynamic, engaged teachers.
10) Which of the following is the main goal for XFormation salespeople in terms of product strategy?
A) Create products that customers really want to buy instead of products that the company wants to sell.
.B) Understand all the training products they sell and how to customize a package for the customer.
C) Examine how they can add value for customers so the customers will continue to contract with XFormation on a long-term basis.
D) Give a presentation to the customer after planning out the objectives carefully ahead of time.
Question 11
11) E-commerce has contributed to the decline in popularity of transactional selling.
Question 12
12) Consultative selling emphasizes ________, which the salesperson does by asking the client questions and listening carefully to the answers.
Question 13
13) In a market characterized by vigorous competition, look-alike products and customer loyalty that depends on quality relationships as well as quality products, the salesperson should fully utilize the:
A) product strategy
B) customer strategy
C) presentation strategy
D) relationship strategy
Question 14
14) A well-thought-out plan for establishing, building, and maintaining quality relationships is a:
A) relationship strategy
B) customer strategy
C) product strategy
D) presentation strategy
Question 15
15) Eric Villa obtained a license to sell real estate and then accepted a sales position with a local Century 21 agency. To prepare for this new position, he purchased and read a research report entitled "Buying Habits of Today's Home Buyers." Mr. Villa is most likely attempting to develop a:
A) presentation strategy
B) product strategy
C) customer strategy
D) relationship strategy
Question 16
16) Preparing objectives for the sales demonstration and a plan to reach those objectives is the:
A) product strategy
B) customer strategy
C) presentation strategy
D) relationship strategy
Question 17
17) The customer strategy always takes into consideration:
:A) maintaining a close partnership
:B) the customer's needs
C) the profit margins of the product
D) the relationship between the selling partners
Question 18
18) Jenny Johansson sells customized buses like the ones bands use while on road tours. Her company has recently assigned her to a new territory in the Upper Midwest, and she is reevaluating the sales strategies she used in her old territory in New England.
18) Jenny is working on her sales strategy for a mid-sized town in her territory. One of her ideas is to stretch out of the traditional prospect pool of traveling performers, who are not headquartered in the Upper Midwest, and open up new markets with corporations that need customized buses for executives. This thinking process Jenny is participating in is called:
A) the value proposition
B) the marketing mix
C) presentation strategy
D) strategic planning
Question 19
19) At a party, Jenny talks to a flight attendant who mentions the passenger she had in first class who needed a second seat for his oxygen and other medical equipment. Jenny realizes that modifying buses for medical needs instead of luxury could open a whole new market. This is an example of:
A) product strategy
B) transactional selling
C) the persuader stage
D) the marketing concept
Question 20
20) Customer loyalty depends on quality products and:
A) quality relationships
B) low prices
C) free shipping
D) custom installation
Question 21
21) A company has developed a calendar/messaging/paperwork center that helps working mothers organize their families' schedules and paperwork. All the mothers who have tried it have loved it, and it is priced comparably to normal planners, although it offers much more.
21) How can a salesperson add value to the transaction for a retail outlet buying the organizers to resell to customers?
A) by giving the outlet the same price rival calendars charge
B) by helping the outlet place the order for the organizers
C) by providing a free display stand and benefits list to outlets to help them sell
D) by delivering the organizers to the outlets