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Which term refers to the decisions and activities that are intended to create and
maintain a certain product concept in the customer's mind?
A) feature dumping
B) product positioning
C) product configuration
D) value clustering
E) strategic marketing
Kelly Addison is a designer clothing buyer for a chain of department stores. She has
gone through several negotiation certification programs and is considered an expert
negotiator by her peers.
If Kelly and the seller cannot come to terms on pricing or any other equivalent factors,
which of the following is the most likely outcome of the negotiation?
A) The seller will give in and accept the price the buyer wants to pay.
B) The buyer and seller will use a random method to decide whose terms to use.
C) The buyer and seller will walk away from the negotiation without closing a sale.
D) The buyer and seller will take the disagreement to an outside mediator.
E) The buyer will give in and pay the full price asked by the seller.
Terrance Simpson is a sales representative for Swim-Tex, a swimming pool service and
supply company. Swim-Tex sells the chemicals needed for pool maintenance as well as
pool accessories like slides, ladders, and diving boards. Swim-Tex sells to both
consumers and businesses.
Terrance positions certain swimming pool accessories, such as slides and diving boards,
to appeal to baby boomers with grandchildren. Which influence on buying decisions is
most important in this situation?
A) role
B) culture
C) social class
D) reference group
E) organizational culture
A major reason for using summary confirmation questions is to clarify and confirm:
A) product benefits
B) product features
C) customer buying conditions
D) customer need perceptions
E) organizational needs
Lacey Abrams is the sales representative for the Brook Park Zoo. She sells events, such
as wedding receptions, corporate dinners, and fundraisers that are held on zoo grounds.
She has just finished negotiating all the details of Anne Mason's upcoming wedding
reception and is preparing to close the sale.
Which statement most likely indicates that Lacey is implementing a
summary-of-benefits close?
A) "Are you ready to purchase the package and provide us with the down payment to
reserve the date?"
B) "We've got you in the African Savannah room from six to midnight, with a
four-course dinner for 200, cake-cutting and plating, and full bar for $16,000. Is that
correct?"
C) "If you sign the contract now I can give you a champagne toast for free."
D) "Do you have any questions about pricing or package options?"
E) "As soon as you sign the contract, your date will be booked!"
Women's swimwear designer Meli Kinaua'a designs high-end swimsuits. The suits are
sexy in style, but fit a wide variety of body shapes and sizes, which is unusual in the
high-end market. Sales director Jeannie Park sells the suits to boutiques at exclusive
resorts and hotels. These boutiques usually carry other high-end swimsuit lines.
How can Jeannie use a consultative model to sell Meli Kinaua'a swimsuits to
boutiques?
A) Find out what needs the boutiques have that Meli Kinaua'a suits will fill.
B) Describe the reasons Meli Kinaua'a suits are superior to other lines.
C) Work with boutiques to develop new suits that will sell better.
D) Consider selling to big-box stores that don't carry swimsuits.
E) Give large discounts to get boutiques to try Meli Kinaua'a suits.
What event contributed most to the increased need for telecommunications salespeople?
A) deregulation of telephone service
B) anti-trust suits brought against the telecommunications industry
C) financial improprieties in the telecommunications industry
D) creation of a national regulatory committee for telephone service
E) development of voice-over-IP (VOIP) technologies
Charles Lin has just been hired by Frederick Company to replace a sales representative
who is retiring after 40 years with the company. The older representative is training
Charles on procedures and customers in his territory for three weeks before he retires,
and Charles knows this is a huge opportunity to learn about the prospect base. When
Charles asks which CRM system the company uses, the older representative says,
"Everyone else here uses some computer program called Salesforce, but I won't touch
it. I know my customers like the back of my hand! I never needed to write anything
down."
Charles is concerned. He used Salesforce in college and knows how vital it is to have
customer information, sales records, preferences, and conversations recorded. He talks
to the sales manager, who tells him the representative's sales were decent, and all his
invoices came in, so they left him alone and never forced him to use the CRM system.
What should Charles most likely do?
A) He should quit the job because he cannot succeed in a territory that is disorganized
and about which he has little information.
B) He should ask the manager for a list of orphaned customers and their contact
information to develop potential referrals.
C) He should start fresh by developing his own prospect base and forget about the
retiring representative's customers.
D) He should piece together his prospect base by asking the retiring representative for
information and matching that information up with invoices from the billing
department.
E) He should ask the other sales representatives in the department to each give him
three or four of their prospects so that he can start to put together a prospect base.
Terrance Simpson is a sales representative for Swim-Tex, a swimming pool service and
supply company. Swim-Tex sells the chemicals needed for pool maintenance as well as
pool accessories like slides, ladders, and diving boards. Swim-Tex sells to both
consumers and businesses.
How would Terrance most likely benefit from aligning the sales process with the
customer€s buying process?
A) lower advertising and marketing costs
B) greater efficiency with fewer salespeople
C) lower travel expenses due to fewer customer visits
D) greater success in making sales due to understanding how buyers buy
E) fewer returns from customers who felt pressured into making transactional purchases
Roni Harris, a college student in the business department of her local university,
originally planned to major in accounting. However, she discovered an interest in
product marketing and sales and is taking courses in these areas.
Roni discovers that she and a prospect belonged to the same sorority at different
colleges in different decades. Should Roni mention this to the prospect?
A) No. Roni should not attempt to use this commonality to gain an unfair advantage in
selling.
B) No. The prospect will unlikely be interested in any commonalities she shares with
Roni.
C) Yes. Roni should ask the prospect detailed questions about what sorority life was
like ten years earlier in an attempt to understand the older generation.
D) Yes. Roni should mention the commonality as a way to establish initial rapport with
the prospect.
E) Yes. Roni should exploit the commonality to become friends with the prospect and
see each other socially so the prospect will definitely buy from Roni.
Which is most likely true regarding the differences between consumer and
organizational buyers?
A) Consumer buyers focus on complex, technical specifications, while organizational
buyers focus on brand reputation.
B) Consumers purchase for household consumption, while organizational buyers
purchase for personal consumption.
C) Consumer decisions are usually made by individuals, while organizational decisions
are frequently made by several people.
D) Consumer purchases are based primarily on rational criteria, while organizational
purchases are based primarily on emotional responses to products or promotions.
E) Consumers mostly engage in a lengthy decision process, while organizational buyers
make quick decisions.
Which of the following describes a category of sales personnel in the field of
manufacturing?
A) sales engineer
B) field researcher
C) comptroller
D) technical support representative
E) research and development director
If you are familiar with your product as well as your competition's product, which
method of negotiating buyer resistance is best for overcoming buyer skepticism?
A) defamation
B) feel-felt-found
C) third-party testimony
D) indirect denial
E) demonstration
