Question 1

According to the textbook, which of the following marketing communications tools do business firms spend the largest amount of money on?

Accepted Answer

A)   personal selling
B)   direct marketing
C)   public relations
D)   sales promotions

Question 2

Lise works for a large manufacturer of women's casual clothing. Her primary responsibility is to call on retailers who carry the company's lines of clothing to make sure that they have adequate inventories of current products on hand, provide customer service, and solicit orders for the coming season. Which type of personal selling job does Lise have?

Accepted Answer

A)   order-taker
B)   missionary salesperson
C)   new business: pioneer
D)   technical support salesperson

Question 3

In an effort to sell to a new account, Sarah has spent considerable time learning about the customer's industry, as well as educating the buyer as to how her products compare to competitive offerings. This process has required making numerous sales visits with no immediate prospect of securing an order. Which selling approach is Sarah using?

Accepted Answer

A)   trust-based selling
B)   consultative selling
C)   need satisfaction selling
D)   mental states selling

Question 4

Which statement best characterizes selling as a career choice with respect to occupational prestige?

Accepted Answer

A)   Selling has always been portrayed as low prestige, and this is unlikely to change in the future.
B)   The general public's view of selling has deteriorated over time due to unflattering media exposure.
C)   Salespeople have always been respected for the contributions they make to society as a whole.
D)   Despite negative portrayals in the media in the past, salespeople are increasingly being seen as knowledgeable, well-trained, educated, and capable of solving customer problems.

Question 5

What is a serious limitation of the mental states, or formula, approach to personal selling?

Accepted Answer

A)   lack of customer orientation
B)   prospects getting locked in to one mental state
C)   salespeople who stop planning sales calls
D)   lack of structure in the sales interaction

Question 6

Customers like dealing with Franco because he is a salesperson who is able to see their point of view and work with them to achieve their mutual objectives. What does Franco have a high level of?

Accepted Answer

A)   ego drive
B)   self-confidence
C)   ego strength
D)   empathy

Question 7

What does the extensive direct contact that salespeople have with existing and prospective customers lead many companies to do?

Accepted Answer

A)   rely more on call centre information
B)   treat salespeople as key sources of market information and feedback
C)   recruit and hire only those people who have extensive retail experience
D)   hire outside companies to perform marketing research

Question 8

Honesty, dependability, customer orientation, expertise, and compatibility are all factors that salespeople use. When they do so, what is their goal?

Accepted Answer

A)   to master the art of the stimulus-response selling approach
B)   to participate in two-way and collaborative communication
C)   to earn the trust of customers as the basis for developing a lasting relationship
D)   to be actively involved in the customer's decision-making process

Question 9

Susan is a recent graduate with a degree in business and considers herself very career-oriented and ambitious. Why should she consider a position in sales?

Accepted Answer

A)   She can make a lot of money in sales, given the right circumstances.
B)   Research has shown that success in sales depends primarily on education.
C)   Many companies consider sales the foundation for future assignments, including management positions.
D)   Due to its low visibility, the sales department is a good place for new graduates to start.

Question 10

What is the primary difference between transaction-focused traditional selling and trust-based relationship selling?

Accepted Answer

A)   Trust-based relationship selling takes a long-term approach to adding value for customers.
B)   Transaction-focused traditional selling puts more emphasis on follow-up programs.
C)   Trust-based relationship selling takes a short-term approach to adding value for customers.
D)   Communication in transaction-focused traditional selling tends to be two-way and collaborative.

Question 11

The canned sales presentation was developed by John H. Patterson of the National Cash Register Company and was based on the premise that sales presentations are rarely successful.

Accepted Answer

A) True 
 B)False

Question 12

Where can the origins of the stimulus-response approach to personal selling be found?

Accepted Answer

A)   pioneering work in instrumental learning
B)   early experiments in animal behaviour
C)   Piaget's work in nature versus nurture
D)   Maslow's hierarchy of needs theory

Question 13

The continued affirmation technique is a form of stimulus-response selling that recommends asking a series of questions that will generate "yes" responses from the customer as a precursor to agreeing to buy.

Accepted Answer

A) True 
 B)False

Question 14

Salespeople involved in trust-based relationship selling are often actively involved in the customer's decision-making process.

Accepted Answer

A) True 
 B)False

Question 15

Transaction-focused traditional selling and trust-based selling require similar skill sets.

Accepted Answer

A) True 
 B)False

Question 16

What is the process of helping customers to reach their strategic goals by using the products, services, and expertise of the sales organization?

Accepted Answer

A)   value-based selling
B)   continued affirmation
C)   consultative selling
D)   adaptive selling

Question 17

What is the term for a strong belief that success will occur on the job?

Accepted Answer

A)   ego drive
B)   self-efficacy
C)   ego strength
D)   empathy

Question 18

Most buyers like the problem-solving approach to selling because it takes the least amount of time in comparison to other selling approaches.

Accepted Answer

A) True 
 B)False

Question 19

According to the textbook, personal selling and trust-based relationship selling are essentially the same thing.

Accepted Answer

A) True 
 B)False

Question 20

According to the textbook, when is the stimulus-response approach to personal selling most appropriate?

Accepted Answer

A)   when buyers are unsophisticated and decisions are considered relatively unimportant and are made quickly
B)   when the buying decision is considered important but not risky
C)   when buyers are professional but not particularly interested in the purchase decision under consideration
D)   when the seller is relatively new to the territory and not yet familiar with each customer

Exam 1: Overview of Personal Selling

What is the term for a strong belief that success will occur on the job?

Correct Answer
verified

What does the extensive direct contact that salespeople have with existing and prospective customers lead many companies to do?

Correct Answer
verified

What is the process of helping customers to reach their strategic goals by using the products, services, and expertise of the sales organization?

Correct Answer
verified

Customers like dealing with Franco because he is a salesperson who is able to see their point of view and work with them to achieve their mutual objectives. What does Franco have a high level of?

Correct Answer
verified

Where can the origins of the stimulus-response approach to personal selling be found?

Correct Answer
verified

The continued affirmation technique is a form of stimulus-response selling that recommends asking a series of questions that will generate "yes" responses from the customer as a precursor to agreeing to buy.

Correct Answer
verified

Which statement best characterizes selling as a career choice with respect to occupational prestige?

Correct Answer
verified

Correct Answer
verified

What is a serious limitation of the mental states, or formula, approach to personal selling?

Correct Answer
verified

According to the textbook, personal selling and trust-based relationship selling are essentially the same thing.

Correct Answer
verified

Most buyers like the problem-solving approach to selling because it takes the least amount of time in comparison to other selling approaches.

Correct Answer
verified

Transaction-focused traditional selling and trust-based selling require similar skill sets.

Correct Answer
verified

The canned sales presentation was developed by John H. Patterson of the National Cash Register Company and was based on the premise that sales presentations are rarely successful.

Correct Answer
verified

What is the primary difference between transaction-focused traditional selling and trust-based relationship selling?

Correct Answer
verified

Salespeople involved in trust-based relationship selling are often actively involved in the customer's decision-making process.

Correct Answer
verified

According to the textbook, which of the following marketing communications tools do business firms spend the largest amount of money on?

Correct Answer
verified

Correct Answer
verified

Susan is a recent graduate with a degree in business and considers herself very career-oriented and ambitious. Why should she consider a position in sales?

Correct Answer
verified

Honesty, dependability, customer orientation, expertise, and compatibility are all factors that salespeople use. When they do so, what is their goal?

Correct Answer
verified

According to the textbook, when is the stimulus-response approach to personal selling most appropriate?

Correct Answer
verified

Exam 1: Overview of Personal Selling

What is the term for a strong belief that success will occur on the job?

Correct AnswerverifiedShow Answer

What does the extensive direct contact that salespeople have with existing and prospective customers lead many companies to do?

Correct AnswerverifiedShow Answer

What is the process of helping customers to reach their strategic goals by using the products, services, and expertise of the sales organization?

Correct AnswerverifiedShow Answer

Customers like dealing with Franco because he is a salesperson who is able to see their point of view and work with them to achieve their mutual objectives. What does Franco have a high level of?

Correct AnswerverifiedShow Answer

Where can the origins of the stimulus-response approach to personal selling be found?

Correct AnswerverifiedShow Answer

The continued affirmation technique is a form of stimulus-response selling that recommends asking a series of questions that will generate "yes" responses from the customer as a precursor to agreeing to buy.

Correct AnswerverifiedShow Answer

Which statement best characterizes selling as a career choice with respect to occupational prestige?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What is a serious limitation of the mental states, or formula, approach to personal selling?

Correct AnswerverifiedShow Answer

According to the textbook, personal selling and trust-based relationship selling are essentially the same thing.

Correct AnswerverifiedShow Answer

Most buyers like the problem-solving approach to selling because it takes the least amount of time in comparison to other selling approaches.

Correct AnswerverifiedShow Answer

Transaction-focused traditional selling and trust-based selling require similar skill sets.

Correct AnswerverifiedShow Answer

The canned sales presentation was developed by John H. Patterson of the National Cash Register Company and was based on the premise that sales presentations are rarely successful.

Correct AnswerverifiedShow Answer

What is the primary difference between transaction-focused traditional selling and trust-based relationship selling?

Correct AnswerverifiedShow Answer

Salespeople involved in trust-based relationship selling are often actively involved in the customer's decision-making process.

Correct AnswerverifiedShow Answer

According to the textbook, which of the following marketing communications tools do business firms spend the largest amount of money on?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Susan is a recent graduate with a degree in business and considers herself very career-oriented and ambitious. Why should she consider a position in sales?

Correct AnswerverifiedShow Answer

Honesty, dependability, customer orientation, expertise, and compatibility are all factors that salespeople use. When they do so, what is their goal?

Correct AnswerverifiedShow Answer

According to the textbook, when is the stimulus-response approach to personal selling most appropriate?

Correct AnswerverifiedShow Answer

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