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Chapter 01: Overview of Personal Selling
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True / False
1. Personal selling and sales promotion are both forms of marketing communication.
a.
True
b.
False
ANSWER:
True
2. Sales does not meet the criterion of making a significant contribution to society.
a.
True
b.
False
ANSWER:
False
3. In a fluctuating economy, salespeople make invaluable contributions by assisting in recovery cycles and by helping to
sustain periods of relative prosperity.
a.
True
b.
False
ANSWER:
True
4. Consumers who are likely to be late adopters of an innovation often rely on the salesperson as a primary source of
information.
a.
True
b.
False
ANSWER:
False
5. When well-informed, specialized salespeople provide useful information to potential customers, these customers do not
purchase the new product from a lower-cost outlet.
a.
True
b.
False
ANSWER:
False
6. While acting as an agent of innovation, the salesperson invariably encounters openness and acceptance from consumers
in the latter stages of the diffusion process.
a.
True
b.
False
ANSWER:
False
7. By encouraging the adoption of innovative products and services, salespeople have a negative impact on society.
a.
True
b.
False
ANSWER:
False
8. As a salesperson, Larry is expected to identify customers but is not responsible for generating revenue.
a.
True
b.
False
ANSWER:
False
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9. Salespeople are concerned with profitability in bottom-line terms, whereas accountants and financial staff are
responsible for achieving a healthy "top line" on the profit and loss statement.
a.
True
b.
False
ANSWER:
False
10. Salespeople are concerned only with sales revenue and not with overall profitability.
a.
True
b.
False
ANSWER:
False
11. In recent years, marketing and sales personnel have been in strong demand for upper management positions.
a.
True
b.
False
ANSWER:
True
12. Customers rarely expect salespeople to be knowledgeable about market opportunities and relevant business trends that
may affect the customer's business.
a.
True
b.
False
ANSWER:
False
13. As salespeople serve their customers, they simultaneously serve their employers and society.
a.
True
b.
False
ANSWER:
True
14. Buyers tend to prefer stimulus response selling approaches over need satisfaction selling approaches.
a.
True
b.
False
ANSWER:
False
15. Customers who appreciate the need satisfaction selling method are often willing to spend considerable time in
preliminary meetings to define needs prior to a sales presentation or written sales proposal.
a.
True
b.
False
ANSWER:
True
16. In the problem-solving selling approach, competitors' offerings are never included as alternatives in the purchase
decision.
a.
True
b.
False
ANSWER:
False
17. The three phases of the sales process are initiating, developing, and enhancing customer relationships.
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a.
True
b.
False
ANSWER:
True
18. Independence of action and freedom to make decisions are usually presented as advantages that sales positions have
over tightly supervised jobs.
a.
True
b.
False
ANSWER:
True
19. Juan is a young sales professional. He should feel that he is at a disadvantage because his compensation is tied to his
performance.
a.
True
b.
False
ANSWER:
False
20. New business is generated for the selling firm by adding new customers or introducing new products to the
marketplace.
a.
True
b.
False
ANSWER:
True
21. A new-business salesperson is considered among the elite in any company's salesforce.
a.
True
b.
False
ANSWER:
True
22. It is necessary for order-takers to use creative selling methods in order to maintain existing business.
a.
True
b.
False
ANSWER:
False
Multiple Choice
23. Which of the following forms of marketing involves talking with buyers before, during, and after the sale?
a.
Personal selling
b.
Advertising
c.
Direct marketing
d.
Sales promotion
e.
Electronic marketing
ANSWER:
a
24. Natalie is a college graduate who is seeking a job in business-to-business marketing. She would prefer to interact with
her customers on an individual basis rather than directing her communications to mass markets. In this context, Natalie
should look for a job in _____.
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a.
advertising
b.
electronic marketing
c.
direct marketing
d.
personal selling
e.
management
ANSWER:
d
25. Which of the following is the most important part of marketing communications in business-to-business marketing?
a.
Advertising
b.
Sales promotion
c.
Direct marketing
d.
Electronic marketing
e.
Personal selling
ANSWER:
e
26. John is a salesperson who relies heavily on creating sales strategies centered around gaining his customers' trust and
confidence and meeting their needs. His main focus is on delivering customer value. In this context, John relies on the
_____ form of personal selling.
a.
consultative selling
b.
mental states selling
c.
trust-based relationship selling
d.
stimulus response selling
e.
traditional selling
ANSWER:
c
27. A salesperson who follows the trust-based relationship selling strategy when dealing with his or her customers is
expected to be actively involved in:
a.
maximizing sales in the short run.
b.
convincing the customers that his or her product is the best.
c.
moving on to a new customer as soon as sales are completed with the previous customer.
d.
solving his or her customers' problems.
e.
pushing his or her products to potential customers.
ANSWER:
d
28. Which of the following is a key difference between trust-based relationship selling and transaction-focused traditional
selling?
a.
In trust-based relationship selling the customer is the primary focus, whereas in transaction-focused traditional
selling the salesperson is the primary focus.
b.
In trust-based relationship selling the nature of communication is one-way, whereas in transaction-focused
traditional selling the nature of communication is two-way.
c.
In trust-based relationship selling the salesperson is isolated from the customer's decision-making process,
whereas in transaction-focused traditional selling the salesperson is actively involved in the customer's
decision-making process.
d.
In trust-based relationship selling the desired outcome is order volume, whereas in transaction-focused
traditional selling the desired outcome is mutual benefits.
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e.
In trust-based relationship selling the salesperson plays the role of making calls and closing sales, whereas in
transaction-focused traditional selling the salesperson plays the role of a business consultant.
ANSWER:
a
29. Which of the following is true of customer value?
a.
Customer value is not beneficial to personal selling.
b.
Customer value is constituted by the same factors for all types of customers.
c.
Customer value is always determined by the customer and not the salesperson.
d.
Customers always give the highest importance to monetary costs when determining the value of a product.
e.
Customers prefer aggressive salespeople when determining the value of a product.
ANSWER:
c
30. Susan's customers are always concerned about what they are receiving in exchange for what they are paying. They are
concerned about the ways in which Susan is helping them achieve their strategic goals and how she is helping them save
money. In this context, Susan's prospects are concerned about _____.
a.
marketing
b.
personal selling
c.
customer value
d.
marketing communications
e.
advertising
ANSWER:
c
31. The series of conversations between buyers and sellers that take place over time in an attempt to build relationships is
referred to as _____.
a.
sales advertising
b.
sales dialogue
c.
sales presentation
d.
sales prospect
e.
sales support
ANSWER:
b
32. Ethan is a young salesperson who has conversations with his customers in an attempt to establish and maintain good
relationships with them. His main focus is to gain the confidence of his customers through these conversations so that he
can determine their needs and help them fulfill those needs. In this scenario, Ethan is engaging in _____.
a.
sales training
b.
sales dialogue
c.
sales calling
d.
sales pitching
e.
sales prospecting
ANSWER:
b
33. _____ is a customer-oriented approach that uses truthful, nonmanipulative tactics to satisfy the long-term needs of
both the customer and the selling firm.
a.
Sales prospecting
b.
Sales pitching
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c.
Sales advertising
d.
Sales professionalism
e.
Sales presentation
ANSWER:
d
34. A salesperson can deal with the issue of intensified competition in the future by:
a.
using a single sales channel for interacting with customers.
b.
placing less emphasis on profitability objectives.
c.
placing less emphasis on customer-oriented sales training.
d.
placing more emphasis on sales pitches rather than sales dialogue.
e.
focusing more on creating and delivering customer value.
ANSWER:
e
35. As the evolution of personal selling continues, which of the following is most likely a sales force response to an
expected change in future?
a.
Less emphasis will be placed on developing and maintaining trust-based, long-term customer relationships.
b.
More sales specialists will be hired by companies for specific customer types.
c.
There will be a decrease in the use of technology.
d.
More sales dollars will be spent on advertising.
e.
More emphasis will be placed on sales pitches rather than sales dialogues.
ANSWER:
b
36. One of the key roles that salespeople play in society is the distribution of knowledge about new technology. In other
words, salespeople help with the _____.
a.
growth of revenue
b.
diffusion of innovation
c.
market research process
d.
distribution of products
e.
training of future managers
ANSWER:
b
37. Which of the following is most accurate with respect to a buyer’s expectations for salespeople?
a.
Buyers expect salespeople to be self-serving.
b.
Buyers expect salespeople to be driven solely by profit.
c.
Buyers usually have little to no expectations for salespeople.
d.
Buyers expect salespeople to contribute to the success of the buyer's firm.
e.
Buyers expect salespeople to close a sale quickly and move on.
ANSWER:
d
38. When salespeople alter their sales messages and behaviors during a sales presentation or as they encounter different
sales situations, they are using _____.
a.
value-based selling
b.
response selling
c.
interactive selling
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d.
adaptive selling
e.
situational selling
ANSWER:
d
39. Daniel, a salesperson, was conducting a sales presentation about his company's new range of laptops to a few
prospective customers. He explained to them how the laptops used the latest technologies, and how they had the sharpest
resolution and an extensive storage capacity. During the presentation, one of the prospects admitted that he was not able to
understand the presentation, as he was new at using technology. Daniel altered his message accordingly and adjusted the
presentation for everyone to understand. In this scenario, Daniel was involved in _____.
a.
adaptive selling
b.
mental states selling
c.
stimulus response selling
d.
continued affirmation selling
e.
memorized presentation selling
ANSWER:
a
40. Which of the following five views of personal selling is considered to be the simplest?
a.
Stimulus response selling
b.
Need satisfaction selling
c.
Consultative selling
d.
Mental states selling
e.
Problem-solving selling
ANSWER:
a
41. Which of the following statements is true of the stimulus response form of personal selling?
a.
In the stimulus response form of personal selling, the buyer takes a dominant role in the sales dialogue.
b.
The stimulus response form of personal selling cannot be used with a canned sales presentation.
c.
The stimulus response form of personal selling calls for the buyer to dominate the flow of conversation.
d.
Inexperienced salespeople can rely on the stimulus response form of personal selling.
e.
The stimulus response form of personal selling is most suitable when the prospects are professional buyers.
ANSWER:
d
42. _____ is the first stage in the problem-solving approach to selling.
a.
Defining the problem
b.
Generating alternative solutions for the problem
c.
Evaluating alternative solutions for the problem
d.
Identifying a potential customer with the problem
e.
Continuing to sell until the problem is solved and a purchase decision is made
ANSWER:
a
43. Maria is a young salesperson who understands her customers' needs in detail and explains how the products she is
selling would help her customers with their issues. She uses the _____ approach to personal selling.
a.
stimulus-response
b.
need satisfaction
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c.
contingency selling
d.
mental states
e.
problem-solving
ANSWER:
e
44. The most important part of a salesperson's job is:
a.
tracking accounts receivable.
b.
the sales process.
c.
training new salespersons.
d.
maintaining their credibility and integrity.
e.
attending training sessions.
ANSWER:
b
45. The sales process begins with:
a.
training the sales force.
b.
locating qualified prospective customers.
c.
planning the sales presentation.
d.
planning the sales dialogue.
e.
making an appointment to see the customer.
ANSWER:
b
46. Which of the following statements is true of sales as a career?
a.
The demand for sales professionals is expected to decrease in the next few years.
b.
Sales as a profession does not offer much job security, as salespeople are the revenue producers for an
organization.
c.
Salespeople cannot switch industries easily, as different industries need specialized salespeople.
d.
Salespeople can ultimately move to higher management positions.
e.
Salespeople receive indirect feedback from their customers.
ANSWER:
d
47. Sylvia, a young college graduate, is looking for a job as a sales professional. She is attracted to this field because it
offers her the opportunity to interact with customers from different ethnic groups, and because she is not particularly
interested in a traditional office job. This means that she is attracted to the sales job because of the _____ that it offers.
a.
advancement opportunities
b.
job variety
c.
independence
d.
high compensation
e.
immediate feedback
ANSWER:
b
48. Which of the following is a category of sales support personnel who are not typically involved in the direct solicitation
of purchase orders?
a.
Missionary salespeople
b.
Technical support salespeople
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c.
Order-getters
d.
Inside salespeople
e.
Direct-to-consumer salespeople
ANSWER:
a
49. Mark is a salesperson who works for LiveLife Inc., a pharmaceutical company specializing in developing drugs for
fighting cancer. On a typical day at work, he meets several physicians and gives them information about the drugs being
developed and manufactured by the company. Thus, he can be called a(n) _____.
a.
pioneer
b.
order-taker
c.
order-getter
d.
farmer
e.
detailer
ANSWER:
e
50. Which of the following statements is true of pioneers?
a.
Pioneers are especially prevalent in the grocery industry.
b.
Pioneers are not required to use creative selling methods to get new customers.
c.
All pioneers are order-getters.
d.
A pioneer continues to work with customers after the sale is done.
e.
Pioneers are critical to prevent erosion of the customer base.
ANSWER:
c
51. Which of the following skills is considered a strength for an order-taker?
a.
Creative selling
b.
Reliability
c.
Competition
d.
Detailed knowledge of the product
e.
Detailed knowledge of the competitor's product
ANSWER:
b
52. Tim is a member of the sales department at FreshOveggie, a gourmet grocery store. One of his major tasks includes
sending e-mails to customers, who have taken membership at the store, about the latest discounts and new products on
sale every week. Thus, Tim can be considered a(n) _____.
a.
detailer
b.
pioneer
c.
order-getter
d.
order-taker
e.
hunter
ANSWER:
d
Completion
53. _________ refers to the process whereby new products, services, and ideas are distributed to the members of society.
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ANSWER:
Diffusion of innovation
54. The role fulfilled by salespeople that brings in revenue or income to the firm or company is called _________.
ANSWER:
revenue producers
55. An approach to selling based on the notion that the customer is buying to satisfy a particular need or set of needs is
referred to as _________.
ANSWER:
need satisfaction selling
56. _________ is an extension of need satisfaction selling.
ANSWER:
Problem-solving selling
57. The nonselling activities on which most salespeople spend a majority of their time are essential for the successful
execution of the most important part of the salesperson's job, which is known as the _________.
ANSWER:
sales process
58. Salespeople enjoy relatively good job security compared with other professions because they are _________ for a
company.
ANSWER:
revenue producers
59. The two well-known categories of sales support personnel are: _________ and technical support salespeople.
ANSWER:
missionary or detail salespeople
60. Gina is a _________ because she assists in the design and specification process, installation of equipment, training of
customer's employees, and follow-up technical service.
ANSWER:
technical support salesperson
61. _________ are salespeople who are constantly involved with either new products, new customers, or both. Their task
requires creative selling and the ability to counter the resistance to change that will likely be present in prospective
customers.
ANSWER:
Pioneers
62. Existing business salespeople are in direct contrast to _________.
ANSWER:
new-business salespeople
