141) Direct sales are not an attractive method for selling products to consumers.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-4
142) Through search engine optimization, brand managers can place direct response ads before
consumers who are searching the internet to either purchase a product or to obtain additional
information.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 11-4
143) Outbound direct response telemarketing is most successful when it is tied to a database and
either customers or prospects are contacted.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-4
144) Identify the various forms of direct response marketing.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-4
145) The first step in the selling process is:
A) generating leads.
B) sales presentation.
C) knowledge acquisition.
D) qualifying prospects.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
31
146) The second step in the selling process, after generating leads, is:
A) handling objections.
B) sales presentation.
C) knowledge acquisition.
D) qualifying prospects.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
147) The third step in the selling process, after qualifying prospects, is:
A) handling objections.
B) sales presentation.
C) knowledge acquisition.
D) identifying prospects.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
148) The fourth step in the selling process, after knowledge acquisition, is:
A) handling objections.
B) sales presentation.
C) follow-up.
D) qualifying prospects.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
149) In the selling process, which step follows the sales presentation?
A) Handling objections
B) Knowledge acquisition
C) Sales closing
D) Follow-up
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
32
150) Jennifer is a salesperson and has just finished answering objections of a client. The next
step in the selling process is:
A) to make the sales presentation.
B) acquire knowledge of the client.
C) the sales closing.
D) the follow-up.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 11-5
151) In terms of generating leads for personal selling, the best method is:
A) networking.
B) referrals.
C) database-generated leads.
D) directories.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
152) In terms of generating leads for personal selling, the best referrals come from:
A) channel members.
B) vendors.
C) other salespeople.
D) current customers.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 11-5
153) In terms of generating leads for personal selling, the worst method is:
A) networking.
B) directories.
C) database-generated leads.
D) cold calls.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
33
154) Sales leads should be qualified and placed into categories based on:
A) sales potential and probability of acquisition.
B) profit potential and probability of acquisition.
C) sales potential and profit potential.
D) the share of the customer currently held and the potential for increasing the share.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
155) When qualifying sales prospects, Jason places each lead in one of four baskets ranging from
A to D with A as the best leads and D as the worst. Using this method of categorization, the
appropriate strategy for “A” leads would be:
A) do nothing currently, but monitor the lead for possible future changes.
B) contact the lead using telemarketers.
C) have one of the firm’s salespeople make a sales call them.
D) send the lead marketing materials and encourage them to make inquiries if they are interested.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 11-5
156) When qualifying sales prospects, Jason places each lead in one of four baskets ranging from
A to D with A as the best leads and D as the worst. Using this method of categorization, the
appropriate strategy for “B” leads would be:
A) do nothing currently, but monitor the lead for possible future changes.
B) contact the lead using telemarketers.
C) have one of the firm’s salespeople make a sales call them.
D) send the lead marketing materials and encourage them to make inquiries if they are interested.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 11-5
34
157) When qualifying sales prospects, Jason places each lead in one of four baskets ranging from
A to D with A as the best leads and D as the worst. Using this method of categorization, the
appropriate strategy for “C” leads would be:
A) do nothing currently, but monitor the lead for possible future changes.
B) contact the lead using telemarketers.
C) have one of the firm’s salespeople make a sales call them.
D) send the lead marketing materials and encourage them to make inquiries if they are interested.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 11-5
158) During the knowledge acquisition stage of the selling process, a salesperson should gather
all of the following information except:
A) identify the current price that the prospect is paying.
B) know and understand the prospect’s customers.
C) identify the prospect’s needs.
D) understand the prospect’s business.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
159) During the knowledge acquisition stage of the selling process, a salesperson should gather
all of the following information except:
A) evaluate the risk factors.
B) identify the product users.
C) evaluate the switching costs.
D) identify the decision makers and influencers.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
35
160) The stimulus-response sales approach:
A) strives to discover a customer’s needs during the first part of the sales call and then provide
solutions to those needs.
B) requires the two organizations to develop a common mission.
C) requires employees from the selling organization to analyze the buyer’s business.
D) uses specific statements to elicit specific responses from customers.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
161) The need-satisfaction sales approach:
A) strives to discover a customer’s needs during the first part of the sales call and then provide
solutions to those needs.
B) requires the two organizations to develop a common mission.
C) requires employees from the selling organization to analyze the buyer’s business.
D) uses specific statements to elicit specific responses from customers.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
162) In a sales presentation, the ________ approach uses specific statements, or stimuli, to elicit
specific responses from customers.
A) mission-sharing
B) need-satisfaction
C) problem-solution
D) stimulus-response
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
163) In a sales presentation, the ________ approach is often used by telemarketers, retail sales
clerks, and new field salespeople.
A) mission-sharing
B) need-satisfaction
C) problem-solution
D) stimulus-response
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 11-5
36
164) In a sales presentation, the ________ approach strives to discover customer needs during
the first part of the sales presentation and then provides solutions to those needs during the
second part of the sales call.
A) mission-sharing
B) need-satisfaction
C) problem-solution
D) stimulus-response
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
165) The problem-solution sales approach:
A) strives to discover a customer’s needs during the first part of the sales call and then provide
solutions to those needs.
B) requires the two organizations to develop a common mission.
C) requires employees from the selling organization to analyze the buyer’s business.
D) uses specific statements to elicit specific responses from customers.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
166) The mission-sharing sales approach:
A) strives to discover a customer’s needs during the first part of the sales call and then provide
solutions to those needs.
B) requires the two organizations to develop a common mission.
C) requires employees from the selling organization to analyze the buyer’s business.
D) uses specific statements to elicit specific responses from customers.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
37
167) In a sales presentation, the ________ approach requires salespeople to analyze the buyer’s
business?
A) mission-sharing
B) need-satisfaction
C) problem-solution
D) stimulus-response
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 11-5
168) In handling objections during a sales call, Brandon (the salesperson) normally answers the
objection directly, an approach called the ________ method.
A) compensation
B) “feel, felt, found”
C) head-on
D) indirect
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 11-5
169) In handling objections during the sales call, Nevaeh (the salesperson) tries to avoid
confrontation and never wants to tell the customer he or she is wrong. Instead, Nevaeh will
sympathize with the customer and then provide the correct information. This approach is called
the ________ method.
A) compensation
B) “feel, felt, found”
C) head-on
D) indirect
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 11-5
38