53) Stephen, a senior salesperson of a software firm, is calling on an acquaintance, the CEO of a
manufacturing firm. During the sales call, Stephen should most likely avoid:
A) mentioning his family life.
B) summarizing the CEOs comments.
C) making eye contact with the CEO.
D) invalidating the CEO’s opinions.
E) exhibiting knowledge of his product.
54) A good relationship with the client can be maintained if the:
A) client takes full control.
B) client outdoes the salesperson.
C) salesperson outdoes the client.
D) salesperson changes the client’s mind on issues.
E) roles and expectations of each person are defined.
55) What is the most basic level of customer relationship marketing?
A) Transaction selling
B) Relationship selling
C) Account selling
D) Networking
E) Partnering/consultative selling
56) Sam Utley drives to a local convenience store to purchase milk. The store that sells milk to
Utley most likely engages in ________ selling.
A) benefit
B) relationship
C) partnership
D) transformational
E) transaction
57) Hank Farren is a salesperson at Outdoor World. He uses his time when there are no
customers in the store to telephone people who have purchased camping, hunting, and fishing
equipment from him recently to determine if they are satisfied and have future needs. This is an
example of ________ selling.
A) benefit
B) relationship
C) partnership
D) involved
E) transaction
58) When the salesperson sells to customers and does not contact them again, the process is
known as:
A) follow up.
B) transaction selling.
C) transfer selling.
D) relationship selling.
E) technology selling.
59) Anita Ramirez, a florist, sends e-mails to customers to make sure that the flowers they
ordered were fresh and delivered on time. Anita is most likely engaging in:
A) transaction selling.
B) Partnership/consultative selling.
C) relationship selling.
D) strategic marketing.
E) benefit marketing.
60) A seller who seeks to determine if a customer is satisfied and has future needs is most likely
engaged in:
A) customer satisfaction.
B) transaction selling.
C) transfer pricing.
D) relationship selling.
E) technology selling.
61) When a seller works continually to improve a customer’s operations, sales, and profits, that
seller is practicing which level of relationship marketing?
A) Benefit selling
B) Alliance selling
C) Partnering/consultative selling
D) Involvement selling
E) Transaction selling
62) ________ marketing is based on the idea that important customers require constant attention.
A) Transaction
B) Relationship
C) Quality
D) Transformational
E) Partnership
63) Customer relationship marketing is the key to:
A) long-term strategic planning.
B) organizational development.
C) upholding warranties.
D) retaining customers.
E) delivering products.
64) Customer satisfaction refers to:
A) the total shopping experience.
B) a feeling towards the purchase.
C) an expectation about the product.
D) activities intended to retain buyers.
E) marketing experiences prior to purchase.
65) Perceived purchase satisfaction is:
A) the salesperson’s product perception.
B) a positive feeling towards the product.
C) based on actual product performance and customer service.
D) the difference between product expectation and actual experience.
E) the expected satisfaction level of a product at a particular design stage.
66) All of the following represent the best practices to excellent post-sales service EXCEPT:
A) Understand the policies of the buying firm.
B) Coordinate the needed resources (within the salesperson’s firm) to enable excellent execution.
C) Continually learn about the customer’s business.
D) Avoid any communication related to changes to product, pricing, delivery, etc.
E) Follow-up with the buyer.
67) What are the elements of the circular relationship in managing a sales call?
A) Preapproach, presentation, and close.
B) Approach, presentation, and close.
C) Planning, implementation, and documentation.
D) Planning, implementation, and evaluation.
E) Presentation, close, and follow up.
68) Peter is a sales engineer of Turner Associates, a machine tool manufacturer. During his
routine visit to a customer’s house, Peter finds out that the customer has a fresh requirement for
two lathe machines. According to the text, Peter should move back to the ________ stage in
relationship selling for the new machines.
A) approach
B) presentation
C) trial close
D) close
E) preapproach
69) Which step in relationship selling is critical in confirming that a customer is satisfied?
A) Follow-up
B) Prospecting
C) Presentation
D) Objection handling
E) Close
70) Successful account penetration:
A) requires a salesperson to develop a third level business friendship with all members of the
buying center.
B) makes gatekeepers and influencers nonessential members of the buying center.
C) can only occur with new-task buying.
D) is derived from the salesperson’s ability to work and contact people throughout an account.
E) relies on team selling.
71) ________ refers to a salesperson’s ability to contact people throughout an account to discuss
a product.
A) Order taking
B) Sales power
C) Order getting
D) Missionary work
E) Account penetration
72) Which of the following measures is NOT used to determine how well a salesperson has
penetrated an account?
A) Number of referrals earned from the account
B) Product distribution within the account
C) Sales growth in the account
D) Advertising activity
E) Allotted shelf space
73) Hughes Browning sells a waste disposal system that is used in hospitals, nursing homes, and
places where the transfer of bodily fluids is a concern. Hughes maintains contact with different
levels of people in his customer’s business and discusses the product with all of them. This
behavior of Hughes can be termed as:
A) total account management.
B) total sales management.
C) account penetration.
D) contact management.
E) supply chain management.
74) A photocopier salesperson is trying to determine how often he should call on a new account
in order to provide proper service. He most likely has to consider all of the following EXCEPT:
A) present and potential sales.
B) servicing needs of purchased products.
C) number of product lines sold to the account.
D) number of orders expected annually from the account.
E) the necessity and cost of overnight travel to visit the account.
75) A salesperson should consider ________ when determining how often to call on an account.
A) present and potential sales to the account
B) the gender and age of the customer
C) number of employees in the organization
D) the account’s mission statement
E) the company’s revenue figures for the previous year
76) When determining how frequently to call a customer, a salesperson should primarily base the
decision on the relationship between sales volume and sales calls, which is known as the:
A) prospecting component.
B) sales investment factor.
C) account penetration.
D) response function.
E) opportunity cost.
77) Charles Landon sells software to large manufacturing firms. He strives to convert prospects
into customers. After customers have purchased from Charles, what is the LEAST likely action
he should take if he wants to ensure future sales?
A) Keeping service promises
B) Increasing account penetration
C) Contacting the account regularly
D) Asking about the prices offered by competitors
E) Providing the customer with problem-solving ideas
78) The amount of sales time a salesperson should spend with an account should be determined
by:
A) the strength of relationship with the client.
B) the time required to travel to the customer’s place.
C) the value of the business from the account.
D) the number of years the account has been a customer.
E) the similarity of the customer’s needs with those of other accounts.
79) The most productive number of sales calls to make on a customer has been reached when:
A) additional calls do not result in additional sales.
B) demand equals supply.
C) the customer has purchased a product.
D) the salesperson is working five full days per week.
E) the total cost of sales calls equals the value of the business from that customer.
80) What is exhibited by a salesperson who handles customer complaints promptly?
A) Organizational skills
B) Schedule flexibility
C) Business friendship
D) Care for the customer
E) Desire for account penetration
81) A salesperson who provides a client with money-saving products and problem-solving ideas
is serving the role of:
A) friend.
B) adviser.
C) adversary.
D) negotiator.
E) acquaintance.
82) Imagine that you are selling plumbing supplies to buyers at a do-it-yourself chain of stores.
When you have converted a prospect into a customer, you should:
A) reduce your account penetration.
B) leave the customer alone unless you have a new product.
C) avoid involvement in small complaints between your customer and your company’s
accounting department.
D) always do what you say you will.
E) expect to be treated very well when you make a sales call.
83) Time invested in an account by a salesperson should be directly proportional to the:
A) number of complaints the customer has.
B) potential sales represented by the account.
C) number of products the company manufactures.
D) turnover experienced by the customer.
E) price of the product or service.
84) To show how much he appreciates the business of a regular customer, Claude, a software
salesperson, should do all of the following EXCEPT:
A) send information about problems with competing products.
B) call the customer when he solves a customer problem.
C) send greeting cards for birthdays and other special occasions.
D) write congratulatory notes to customers who receive awards.
E) e-mail information about relevant product modifications.
85) Abraham is a salesperson for a company that manufactures patio furniture. Why does
Abraham most likely mail his retail customers birthday, holiday and special occasion cards
containing seed packs?
A) To encode his message of service
B) To show appreciation to his customers
C) To create word-of-mouth advertising
D) To express non-verbal communication
E) To meet customers’ supply needs
86) A Nike salesperson is informed by a retailer that ten pairs of shoes are damaged and cannot
be sold. After looking at the merchandise, the salesperson determines the damage occurred
during the packaging process. What should the Nike salesperson do to handle this situation?
A) Apologize to the client and state that the problem will not happen in the future.
B) Inform the client that these kinds of losses are common in retail business.
C) Try to convince the customer to buy some new merchandise.
D) Help the customer dump the unsalable inventory.
E) Return the merchandise and provide a refund.
87) A salesperson would most likely refuse to handle a complaint if the:
A) customer is wrong.
B) customer is being dishonest.
C) customer complaint is about discounts.
D) customer says that the product delivered is unsalable.
E) customer complains that the quality of the product is low.
88) Which of the following is NOT a reason why a customer might be dissatisfied with a
product?
A) Product delivered was different from the one ordered.
B) Product was not delivered by the specified date.
C) The product performed an additional, unadvertised function.
D) Customer believed the product could perform a function that it cannot.
E) Discounts offered by the salesperson were not given by the manufacturer.
89) When is a customer most likely to make a complaint?
A) The customer is told his shipment has been backordered.
B) The product has more features than the customer believed it would.
C) The customer received a greater discount on the product than expected.
D) The product quality is higher than expected.
E) The product arrives on the date specified in the contract.
90) After losing a client to a competitor, a salesperson should strive to:
A) call the customer every day to schedule a sales presentation.
B) criticize competitors during a meeting with the customer.
C) request an arbitrator to negotiate a new contract.
D) determine the reason for losing the account.
E) categorize the client as an orphan account.
91) The electrical parts salesperson can respond to the fact that she has lost one of her big
accounts to a competitor in all of the following ways EXCEPT:
A) visiting the customer quickly and find out why she changed to a competitor.
B) letting the customer know she appreciated the past business she received.
C) being curt and refusing to talk to the customer.
D) treating the former customer like a prospect.
E) telling the customer she can meet future needs.
92) How should a salesperson respond to a loss of sale or the loss of an entire account to a
competitor?
A) Criticize the competition’s product that the customer has bought.
B) Tell the customer that the other company makes poor products.
C) Tell the customer how unethical the competitor is.
D) Thank the customer for past business dealings.
E) Stop calling the account entirely.