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| 1 | |
Personal selling __________. |
| | A) | occurs when Keith sees an advertisement in Sports Illustrated |
| | B) | is a one-way flow of communication between buyer and seller |
| | C) | occurs when Becca sees a character on Friends eating a Snickers bar |
| | D) | occurs when Girl Scouts ask you to buy a box of cookies |
| | E) | is not part of the promotion mix |
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| 2 | |
How does relationship selling create customer value? |
| | A) | By expressing periodic concerns about sizes of orders |
| | B) | By providing discounts based on the length of the customer relationship |
| | C) | By using a common sales promotion for each sales call |
| | D) | By identifying creative solutions to customer problems |
| | E) | By doing all of the above |
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| 3 | |
IBM has 30 information technology hardware and software specialists, business consultants and engineers working at Charles Schwab, a large brokerage firm, all under the direction of a senior IBM sales executive. They are creating and managing a complex financial planning system that helps Schwab clients with their retirement planning. This is an example of __________. |
| | A) | transactional marketing |
| | B) | strategic pairing |
| | C) | creative selling |
| | D) | synergistic marketing |
| | E) | partnership selling |
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| 4 | |
Partnership selling is sometimes called __________. |
| | A) | transactional marketing |
| | B) | strategic pairing |
| | C) | creative selling |
| | D) | synergistic marketing |
| | E) | enterprise selling |
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| 5 | |
Which of the following statements describes a role personal selling plays in an organization's marketing effort? |
| | A) | Salespeople are the critical link between organizations and the government |
| | B) | Salespeople match company interests with customer complaints to satisfy both parties |
| | C) | Salespeople play a dominant role in implementing an organization's push strategy |
| | D) | Salespeople monitor investments in R&D and production facilities |
| | E) | Salespeople are only part of the organization in customers' eyes |
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| 6 | |
Which of the following activities is NOT typically a responsibility of an order taker? |
| | A) | Processing of routine orders |
| | B) | Replenishing inventory of resellers |
| | C) | Soliciting new accounts |
| | D) | Answering simple questions |
| | E) | Completing customer transactions |
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| 7 | |
Marilyn called the OCBC hotline to learn how to make the most out of the new saving schemes. The toll-free number that OCBC uses is an example of __________. |
| | A) | inbound telemarketing |
| | B) | outbound telemarketing |
| | C) | outbound videoconferencing |
| | D) | interactive marketing |
| | E) | multichannel selling |
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| 8 | |
Which of the following statements about order getters is true? |
| | A) | Order getters often replenish a retailer's inventories |
| | B) | Order getters handle orders obtained on inbound telemarketing |
| | C) | Order getters are the most expensive type of personal selling |
| | D) | Order getters typically process reorders for products already sold by the company |
| | E) | All of the above statements about order getters are true |
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| 9 | |
Ruey Shiang Motorparts Co. Ltd is a Taiwanese company that markets and sells exhaust pipes. Ruey Shiang sends an environmental expert, a safety engineer, a legal representative to explain new regulations and an experienced pipeline expert when it meets with a prospect. This is an example of how Ruey Shiang uses __________. |
| | A) | order taking |
| | B) | order getting |
| | C) | sales functional selling |
| | D) | sales engineering |
| | E) | team selling |
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| 10 | |
Seminar selling is a method of personal selling in which __________. |
| | A) | the company invests time in the eighty percent of its customers that make up twenty percent of its sales to try to increase its market share |
| | B) | a group of the organization's resource people conducts a product demonstration and training seminar for all major customers |
| | C) | salespeople and other company resource people meet with buyers to discuss problems and opportunities |
| | D) | a company sales team conducts an educational program for a customer's technical staff to describe state-of-the-art developments |
| | E) | a company selling services tries to overcome the problems associated with the intangibility of service |
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| 11 | |
Mary Lee is a professional salesperson. She earns her living by selling advertising for The Bangkok Post newspaper. In addition to selling advertising to her regular accounts, Mary is responsible for generating new advertising accounts for the newspaper. In order to fulfill her responsibilities, Mary works hard to make sure the potential customers she sells to are qualified prospects. How can Mary know if the prospects she is selling to are qualified prospects? |
| | A) | Qualified prospects have an interest in buying display advertising in the paper |
| | B) | Qualified prospects have the money to buy display advertising in the paper |
| | C) | Qualified prospects have the authority to make the decision to buy the advertising |
| | D) | Qualified prospects have a need for the advertising, can afford to buy it and have the authority to make the purchase decision |
| | E) | Qualified prospects read the newspaper daily and recognize that it is a good advertising medium |
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| 12 | |
What would most likely occur at the preapproach stage in an industrial selling situation? |
| | A) | The order getter would make initial contact with the order taker |
| | B) | The search for and qualification of prospects would occur |
| | C) | The initial meeting would occur and business would be discussed |
| | D) | A decision would be made concerning whether the sale was to be a straight rebuy, a modified rebuy or a new buy |
| | E) | The buying role of the prospect, important buying criteria and the prospect's receptivity to a presentation would be determined |
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| 13 | |
Three major presentation formats exist: (1) __________, (2) formula selling format and (3) need-satisfaction format. |
| | A) | cold call format |
| | B) | stimulus-response format |
| | C) | stimulus-satisfaction format |
| | D) | stimulus-selling format |
| | E) | persuasive sales format |
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| 14 | |
When Tracy went to work as a new sales rep for Xerox, she was told to use the following speech in her sales presentations: "Hello, __(Mr./Mrs. customer name.__, my name is __(your name here)__. I'm calling for Xerox. We carry the best office products ranging from fax machines, photocopying machines, printers...." Xerox instructed Tracy to use __________. |
| | A) | a formula selling presentation |
| | B) | a stimulus-response presentation |
| | C) | a needs-satisfaction presentation |
| | D) | suggestive selling |
| | E) | consultative selling |
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| 15 | |
Which of the following statements should the salesperson use as a denial response to a prospect's objection? |
| | A) | "I think I might be able to explain that better to you after showing you this diagram" |
| | B) | "I think you have a point there; do you have any idea how we can improve that situation?" |
| | C) | "That's true. It does have a shorter shelf life, but that hasn't really been a problem. It is so popular it never gets to stay on the shelf that long anyway" |
| | D) | "Where did you hear that? Your source must have erroneous information" |
| | E) | "As I was saying..." |
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| 16 | |
Which of the following tasks are involved in the formulation stage of the sales management process? |
| | A) | Recruiting and selecting the sales force, training the sales force and compensating the sales force |
| | B) | Developing account management policies, implementing the account management policies, correcting the account management policies |
| | C) | Setting sales objectives, organizing the sales force and developing account management policies |
| | D) | Organizing the sales force, quantitative assessment and follow-up |
| | E) | Organizing the sales force, setting motivational sales quotas and evaluating the individual members of the sales force |
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| 17 | |
Which of the following is an area of a behaviorally-related sales objective? |
| | A) | To improve communication skills |
| | B) | To increase product knowledge |
| | C) | To improve selling skills |
| | D) | To provide a higher level of customer service |
| | E) | All of the above |
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| 18 | |
__________ involves teams of sales, service and often technical personnel who work with purchasing, manufacturing, engineering, logistics and financial executives in customer organizations. |
| | A) | Sales management |
| | B) | Formula selling |
| | C) | Adaptive selling |
| | D) | Consultative selling |
| | E) | Key account management |
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| 19 | |
Which of the following is NOT a sales manager's task in the implementation stage of the sales management process? |
| | A) | Salesforce organization |
| | B) | Salesforce recruitment |
| | C) | Salesforce training |
| | D) | Salesforce motivation |
| | E) | Salesforce compensation |
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| 20 | |
Quantitative assessments of sales performance may be based on input-related objectives set forth in the sales plan, such as those involving __________. |
| | A) | number of new accounts generated |
| | B) | selling expenses |
| | C) | orders produced compared with sales calls made |
| | D) | sales produced |
| | E) | all of the above |
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