Marketing, 14e (Kerin)
1) According to Lindsey Smith of GE Healthcare, all of the following are necessary for a
successful sales career except which?
A) motivation
B) artistry
C) team orientation
D) integrity
E) relationship building
2) According to Lindsey Smith of GE Healthcare, all of the following are necessary skills to be
successful in serving her customers except which?
A) an MBA degree
B) strategic thinking
C) product knowledge
D) communication skills
E) analytical thinking
3) Lindsey Smith’s task in Molecular Imaging Products at GE Healthcare is to
A) simplify sales presentations for technical products.
B) increase the importance of the advertising element of the company’s promotion mix.
C) develop a team of professionals in selling to and servicing key customers.
D) create value in customer relationships by emphasizing the company’s product innovations,
solutions, and service.
E) establish brand recognition for Molecular Imaging Products as distinct from GE Healthcare.
4) Lindsey Smith’s selling success is due in large part to her
A) developing relationships with CEOs and CFOs.
B) using a team of sales personnel, technical specialists, and health care professionals in selling
to and servicing key customers.
C) continually reinforcing GE Healthcare’s competitive advantage.
D) simplifying sales presentations for technical products.
E) staying on top of marketing trends for business-to-business selling.
5) The two-way flow of communication between a buyer and seller, often in a face-to-face
encounter, designed to influence a person’s or group’s purchase decision is referred to as
A) sales management.
B) personal selling.
C) sales promotion.
D) direct selling.
E) marketing management.
6) Personal selling requires the ________ flow of communication between a buyer and a seller,
often in a face-to-face encounter, designed to influence a person’s or a group’s purchase decision.
A) direct
B) indirect
C) one-way
D) two-way
E) recurring
7) Personal selling can use all of the following modes of communication except which?
A) video teleconferencing
B) Internet-enabled links between buyers and sellers
C) a face-to-face encounter
D) over the telephone
E) social networks such as Facebook
8) Planning the selling program and implementing and evaluating the personal selling effort of
the firm is referred to as
A) relationship marketing.
B) team selling.
C) personal selling.
D) sales engineering.
E) sales management.
9) Sales management refers to
A) the planning of the selling program and the implementing and evaluating of the personal
selling effort of the firm.
B) the process of allocating funds for direct selling.
C) only the recruiting, hiring, and training of a company’s salesforce.
D) the segmentation and selection of target markets to be addressed by a company’s salesforce.
E) the two-way flow of communication between a buyer and seller, often in a face-to-face
encounter, designed to influence a person’s or group’s purchase decision.
10) The tasks involved in managing personal selling include all of the following except which?
A) selecting salespeople
B) evaluating the performance of individual salespeople
C) setting sales objectives
D) organizing the salesforce
E) designing new direct sales promotions to generate new sales
11) Which of the following is a task involved in managing personal selling?
A) identifying potential target markets
B) evaluating the performance of individual salespeople
C) using salesforce input to make product modifications
D) maintaining open communications between sales representatives and all other stakeholders
E) designing new promotional campaigns for the purpose of generating new sales
12) “Everyone lives by selling something” was an observation made by
A) Steve Jobs.
B) Ralph Waldo Emerson.
C) Donald Trump.
D) Robert Louis Stevenson.
E) Lindsey Smith.
13) Personal selling serves several major roles in a firm’s overall marketing effort; for one,
salespeople
A) play a key role in research and development.
B) are the company in a consumer’s eyes.
C) play a dominant role in implementing an organization’s pull strategy.
D) provide the most valuable resource for segmenting and selecting target markets.
E) are one of many people in a firm that contacts potential customers.
14) Which of the following statements regarding the role of salespeople is most accurate?
A) Salespeople can identify creative solutions to customer problems.
B) Salespeople have little say in a company’s account management policies.
C) Salespeople truly know their customers and therefore are the best resource for segmenting and
selecting target markets.
D) Salespeople are the most highly trained of all a firm’s employees and therefore have the
greatest job security.
E) Salespeople are traditionally given greater authority than other company employees and
therefore can offer customers the best financial terms for their purchases.
15) Which of the following statements regarding the role of salespeople is most accurate?
A) Salespeople have little say in a company’s account management policies.
B) Salespeople truly know their customers and therefore are the best resource for segmenting and
selecting target markets.
C) Salespeople are the most highly trained of all a firm’s employees and therefore have the
greatest job security.
D) Salespeople create customer value by providing follow-through after the sale.
E) Salespeople are traditionally given greater authority than other company employees and
therefore can offer customers the best financial terms for their purchases.
16) Relationship selling refers to
A) the assignment of a single salesperson to a single customer throughout the entire sales
process.
B) when suppliers and sellers combine their expertise and resources to create customized
solutions; commit to joint planning; and share customer, competitive, and company information
for their mutual benefit, and ultimately the customer.
C) the practice of building ties to customers based on a salesperson’s attention and commitment
to customer needs over time.
D) the practice of using an entire team of professionals in selling to and servicing key customers.
E) the practice of maintaining contact with a customer on a regularly scheduled basis following
the initial sale of a product or service.
17) The practice of building ties to customers based on a salesperson’s attention and commitment
to customer needs over time is referred to as
A) order processing.
B) order taking.
C) customer value creation.
D) relationship selling.
E) partnership selling.
18) The primary way in which relationship selling creates customer value is by
A) assigning a single sales representative to a single customer.
B) maintaining a long-term connection involving mutual respect and trust.
C) guaranteeing fair and equitable prices for each client regardless of the size of the purchase.
D) providing cumulative discounts based on customer loyalty and the length of the customer
relationship.
E) guaranteeing fair and equitable sales practices for each customer regardless of the frequency
of the purchase.
19) The practice whereby buyers and sellers combine their expertise and resources to create
customized solutions; commit to joint planning; and share customer, competitive, and company
information for their mutual benefit, and ultimately the benefit of the customer, is referred to as
A) multichannel selling.
B) cross-functional selling.
C) partnership selling.
D) relationship selling.
E) customized ordering.
20) Partnership selling refers to
A) the creation of cross-functional selling teams designed to provide the ultimate consumer with
the best possible product and service.
B) the practice of using an entire team of professionals in selling to and servicing major
customers.
C) an illegal practice whereby buyers and sellers combine their expertise and resources to share
customer, competitive, and company information for their personal benefit.
D) a legal but unethical practice whereby buyers and sellers combine their expertise and
resources to share customer, competitive, and company information for their personal benefit.
E) the practice whereby buyers and sellers combine their expertise and resources to create
customized solutions; commit to joint planning; and share customer, competitive, and company
information for their mutual benefit, and ultimately the benefit of the customer.
21) Partnership selling is sometimes referred to as
A) enterprise selling.
B) transactional selling.
C) strategic selling.
D) creative selling.
E) synergistic selling.
22) 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 selling.
B) partnership selling.
C) strategic alliance selling.
D) creative selling.
E) synergistic selling.
23) Recent research indicates that a salesperson’s ________ can influence his or her drive to
create customer value.
A) VALS profile
B) country of origin
C) genetic predisposition
D) education
E) social class
24) There are ________ genetic markers correlated with a salesperson’s predisposition or
willingness to interact with customers and learn about their problems in order to meet their
needs.
A) six
B) two
C) three
D) four
E) five
25) A salesperson who is guided by the idea, “I try to align customers who have problems with
products that will help them solve their problems,” has which type of orientation?
A) sales
B) cognitive
C) emotional
D) customer
E) compensatory
26) A salesperson who is guided by the notion, “I try to sell customers all I can to convince them
to buy, even if I think it is more than a wise customer should buy,” has which type of
orientation?
A) sales
B) cognitive
C) emotional
D) customer
E) compensatory
27) Personal selling assumes many forms based on the ________ and the ________ to perform
the sales task.
A) size of the salesforce; financial outlay
B) complexity of the product; amount of sales training
C) amount of selling done; amount of creativity required
D) amount of creativity; amount of sales training
E) complexity of the product; financial outlay
28) The three types of personal selling are order taking, order getting, and
A) customer sales support.
B) order fulfillment.
C) order management.
D) order processing.
E) order shipment.
29) Which of the following is one of three types of personal selling?
A) consumer targeting
B) order processing
C) lead generation
D) order taking
E) suggestive selling
30) An order taker is a
A) salesperson who specializes in identifying, analyzing, and solving customer problems, but
who does not actually sell products and services.
B) salesperson who processes routine orders or reorders for products that were already sold by
the company.
C) salesperson who identifies prospective customers, provides them with information, persuades
them to buy, closes sales, and follows up on their use of a product or service.
D) person on the selling team who is responsible for obtaining qualified leads.
E) member of the sales support team who does not directly solicit orders but rather concentrates
on performing promotional activities and introducing new products.
31) A salesperson who processes routine orders or reorders for products that were already sold
by the company is referred to as a(n)
A) order getter.
B) missionary salesperson.
C) order taker.
D) sales engineer.
E) order processor.
32) The primary responsibility of order takers is to
A) “preach” the benefits of a new product or service to a customer rather than close the sale.
B) build market share in a sales territory.
C) convince a customer from a competitor to switch to the firm’s product or brand.
D) preserve ongoing relationships with existing customers and maintain sales.
E) create a sense of goodwill not only to the brand but also to the entire product mix of the firm.
33) Two types of order takers exist. ________ visit customers and replenish inventory stocks of
resellers, whereas ________ typically answer simple questions, take orders, and complete
transactions with customers.
A) Inside order takers; outside order getters
B) Inside order takers; outside sales clerks
C) Outside order takers; inside order takers
D) Salesclerks; inbound telemarketers
E) Inside order getters; outside order takers
34) Salespeople called ________ visit customers and replenish inventory stocks of resellers, such
as retailers or wholesalers.
A) inside order takers
B) outside order takers
C) inbound telemarketers
D) outbound telemarketers
E) stock order takers
35) Salespeople called outside order takers visit customers and
A) solve most of the technical problems.
B) sell products that have been tailored to most recent needs.
C) help design the product displays.
D) train the personnel management.
E) replenish inventory stocks of resellers.
36) Outside order takers are most likely to
A) arrange point-of-purchase displays.
B) generate leads for new customers.
C) help design the product displays.
D) follow up with dissatisfied customers.
E) lead technical programs to educate customers.
37) John Whitaker works for American Greetings. His job description includes the following
responsibilities: (1) stock and arrange point-of-purchase displays of present customers—60
percent of his workweek and (2) receive orders from customers and complete the transactions—
40 percent of his workweek. Whitaker is primarily engaged in which type of selling?
A) outside order taking
B) relationship selling
C) inside order taking
D) outside order getting
E) missionary sales
38) A Frito-Lay salesperson who is taking inventory of available Doritos and Tostitos products at
a supermarket is considered an
A) inside order taker.
B) interactive order taker.
C) outside order taker.
D) inventory clerk.
E) outside order getter.
39) When a Frito-Lay salesperson takes an inventory of Doritos chips to ensure that the snacks
are in adequate supply on retailers’ shelves, what form of buying decision does the store manager
engage in?
A) new buy
B) modified rebuy
C) straight rebuy
D) team rebuy
E) need rebuy
40) Inside order takers are also referred to as
A) managers.
B) wait staff.
C) prospectors.
D) salesclerks.
E) missionary salespeople.