Chapter 12 Test Bank
1. The two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to influence
the customer’s purchase decision is referred to as
D. public relations.
E. sales promotion.
2. In contrast to tools such as advertising and sales promotion, personal selling is often a much more effective tool
A. for buyers engaging in repeat purchases.
B. for buyers that have thoroughly researched the product.
3. According to your text, ______ serve(s) as the critical link between the firm and the customer.
D. the product
E. brand recognition
4. How do salespeople represent the interests of customers within the firm?
D. by providing information to marketers on current trends
E. by gathering sales data on customer purchases
5. ______ is an important marketing activity as it allows salespeople to represent the firm to customers, gather information on
customer likes and dislikes, and provide market feedback on competitors and trends in the macro-environment.
D. Sales promotion
E. Public relations
6. The net present value of a customer’s business over the span of their relationship with an organization is referred to as
A. equalized value.
B. relationship selling.
7. Tristan has been calling on the same customer for years. He handles all of the company’s orders and quickly resolves any
issues that may come up. On occasion, Tristan takes some of the company employees out to dinner and has even given them
tickets to local sporting events. Tristan is involved in
D. multi-level marketing.
E. publicity.
8. Personal selling is more effective when the good or service is
A. simplistic in nature.
B. frequently purchased.
9. According to author Daniel Pink, which of the following can be said of personal selling in the digital era?
D. Because of technological innovations, the U.S. economy will reduce the number of sales jobs by more than 2 million in the
coming years.
E. Technological innovations, particularly the Internet, have drastically reduced the need for salespeople.
10. Research suggests that nearly 85 percent of all salespeople , regardless of age or experience, fall victim to
A. overconfidence.
B. self-inflated egos.
11. Which type of salesperson is responsible for finding new customers and securing their business, typically by convincing the
prospective customer to drop one or more competitors?
12. What is the function of a channel sales representative?
13. Jason works in the men’s department of a major retail store. He helps customers find what they are looking for and rings up
sales that customers bring to the check-out counter. Jason is considered to be a(n)
A. order-filler.
B. order-assistant.
14. Checking inventories, stocking shelves, and product delivery are responsibilities of
A. consultative sellers.
B. order-getters.
15. Brett works as a sales representative primarily in the industrial market. He develops long-term relationships with his
customers, has a deep knowledge of their business, and helps them find creative solutions to problems. Brett’s customers
consider him to be a trusted advisor. What kind of sales representative is Brett?
A. a sales manager
B. a channel sales representative
16. What type of salesperson generates sales by promoting the firm and encouraging demand for its goods and services?
A. route salespeople
B. consultative sellers
17. Which sales role generally requires higher levels of education and prior sales experience in order to establish and maintain
partnership relationships with a small number of accounts?
A. missionary salespeople
B. order-taker salespeople
18. All of the following are primary roles of a sales manager except
A. serving as a conduit for disseminating information.
B. establishing sales objectives.
19. What sales support role contributes to the sales process by providing expertise in the form of product demonstrations and
setup, and providing systems integration support?
20. A person with a background in engineering, computer science, or physics might choose to work as a technical specialist in a
high-tech sector. This type of support role is referred to as a(n)
A. channel engineer.
B. engineering consultant.
21. How many steps are there in the personal selling process?
A. three
B. four
22. An individual (or group) capable of making the decision on a good or service a salesperson is selling is referred to as a
A. lead.
B. client.
23. Amy just took a job with a scrap metal collection company. Her job is to search for potential customers that need to get rid of
scrap metal or those customers who wish to buy scrap metal. Amy‘s job fits into the first step of the personal-selling process,
that of
A. advertising.
B. sales promotion.
24. The goal of the first step in the personal-selling process is to
D. find as many potential customers as possible.
E. have the salesperson meet the prospective customer.
25. In which step of the personal-selling process would you identify key decision makers, review account histories, and prepare
a sales presentation?
D. the qualifying step
E. the approach step
26. According to your text, which step of the personal-selling process is the most important and most difficult?
A. the follow-up
B. the prospecting step
27. During which step of the personal-selling process does the salesperson establish a rapport that sets a foundation for the
relationship and asks questions to learn more about the prospect and his or her needs and wants?
28. The Dale Carnegie Institute offers tips for building rapport with customers. Which of the following is not one of those tips?
29. As outlined in your text, all of the following are part of the feature-advantage-benefit approach except
A. it should accurately convey the product’s major features.
B. it should describe the products advantages in comparison with alternatives.
30. In the FAB approach, attributes or facts relating to the product being sold or demonstrated are referred to as
A. advantages.
B. benefits.
31. Which of the following is not a key point of an effective sales presentation?
A. The sales presentation should reinforce why the organization will be a good partner to the customer.
B. The salesperson should always ask questions and listen to the customer.
32. Compare the following statements made by a salesperson and select the one that exemplifies handling objections by
denial.
A. Yes, our prices are higher, but our product has been proven to be more efficient.
B. Yes, our service time is slower, but our service staff has won the Best Service in the Industry award for the past 5 years.
33. Which step of the personal-selling process is difficult because it requires the salesperson to overcome the fear of being
rejected?
A. sales presentation
B. handling objections
34. In which closing approach does the salesperson act as if the buyer has already decided to purchase?
A. summary close
B. commitment close
35. Which of the following statements about the follow-up step of the personal-selling process is not true?
A. Building long-term relationships with customers is part of the follow-up step.
B. The follow-up step may uncover new customer needs and wants.
36. To achieve long-term success in professional sales, all efforts must be centered on
D. creating persuasive ad campaigns.
E. gaining a competitive advantage.
37. The adoption of the marketing concept at the level of the individual salesperson and the customer is referred to as
D. sales 2.0.
E. adaptive selling.
38. Highly customer-oriented salespeople do all of the following except
A. recognize the social landscape under which large, complex sales are typically made.
B. understand that the impact on a customer of a bad buying decision is usually greater than the impact on a salesperson of a
lost deal.
39. Having to fix billing or customer service issues or communicate to product managers about problems customers are having
with the company’s products are all tasks involved in
A. handling objections.
B. adaptive selling.
40. Having market-related knowledge helps salespeople in all of the following ways except
A. it allows salespeople to have a greater understanding of the goods, services, and processes within their own firm.
B. it allows salespeople to detail how their products and services can bring value to the customers’ business.
41. Katie wants to be successful in her selling career, so she strives to improve her _____ knowledge by working on her sales
abilities and understanding different selling techniques.
D. technical
E. industry
42. Which type of selling alters sales behavior during a customer interaction based on perceived information about the selling
situation?
A. social selling
B. consultative selling
43. What impact does adaptive selling have on salesperson performance and job satisfaction?
A. It has a strong positive effect on salesperson performance, but a negative effect on job satisfaction.
B. It has a negative effect on salesperson performance, but a positive effect on job satisfaction.
44. As noted in your text, a comprehensive analysis of more than 35,000 B2B sales calls found that successful meetings were
the result of
A. the salesperson meeting with more than one buyer.
B. the buyer and the salesperson conducting the meeting over a meal.
45. The acronym SPIN refers to the questions that feature most prominently in successful sales calls. Which of the following
accurately lists the types of questions represented in the SPIN acronym?
A. sales, price, implication, and negative outcome
B. situation, price, issue, network
46. What is the term used to refer to how salespeople are using Web 2.0 tools and social media to sell more effectively?
D. consultative selling
E. adaptive selling
47. As outlined in your text, the use of digital tools in the sales process helps to combat which major drawback of professional
selling?
A. having to give sales presentations
B. difficulty in getting leads
48. What is social selling?
D. acting like a management consultant to solve customer problems
E. generating sales by promoting the firm and encouraging demand for its products
49. In what analytics-based application does a company numerically rate its best prospective customers?
A. customer ranking
B. Sales 2.0
50. What are companies looking for when conducting lead scoring?
A. the level of brand recognition a customer has regarding the firm’s product
B. how a customer reacts to a particular promotional campaign
51. When GE utilized lead scoring, the approach led to all of the following except
D. more effective territory design.
E. better matching of sales approaches and channels to customer needs.
52. Technology-enabled tools and processes that provide guided selling assistance to various selling roles are referred to as
D. mobile SPIN.
E. selling-related knowledge.
53. What group of people in the company develops the content for sales playbooks?
A. upper management
B. the sales reps themselves
C. the production team
54. Which of the following activities is not included in sales force management?
A. evaluation
B. recruitment
55. When a salesperson works with sales management and experts across the firm to support new-customer acquisition and
ongoing customer relationship management, it is referred to as
A. customer advocacy.
B. Sales 2.0
56. According to your text, what is perhaps the most central sales management role?
A. training new sales representatives
B. recruiting new employees
57. Which nonquantitative forecasting approach asks each member of the sales force for his or her best estimate of sales for
their individual territories over the coming year?
A. survey of sales intentions
B. generalist sales forecast
58. Quantitative forecasting methods commonly apply _____ to estimate sales in future periods.
A. production levels
59. When determining the size of the sales force, sizing approaches are broadly categorized as
A. account-based or geographic-based.
60. What is the theory behind the incremental productivity method?
A. estimating the effect of additional sales on the motivation of the salesperson
B. matching the sales force size to a given geographic area