Research reported in the Harvard Business Review indicates that it is very difficult to
build customer loyalty if a firm is selling only the ________ product.
A) generic
B) expected
C) potential
D) value-added
E) sales
A customer walks into a ShipNow location with four boxes and a document envelope,
all going to different destinations in different amounts of time with different security
and notification needs.
Sean, a ShipNow salesperson, has a meeting scheduled with Zippy Shoes, an online
shoe retailer that ships hundreds of packages each day. Sean is in the process of
developing a written proposal that will be included with his sales presentation. Which
of the following should most likely be addressed in the “Objective” component of the
proposal?
A) how using ShipNow will benefit Zippy Shoes
B) when ShipNow will create value for Zippy Shoes
C) how ShipNow will fulfill obligations to Zippy Shoes
D) which ShipNow features will be available to Zippy Shoes
E) where ShipNow will be able to ship products for Zippy Shoes
According to Ted Levitt, author of The Marketing Imagination, people buy the:
A) expectations of the benefits you promised
B) specific product you offered
C) promise of a long-term relationship
D) products that offer a “no hassle” guarantee
E) image of the product
If a company uses a low-price strategy, the company should most likely consider which
of the following when negotiating with transactional buyers?
A) selling at the cost of manufacturing the product to improve economies of scale
B) eliminating features that contribute to a higher selling price
C) increasing the number of features of the product
D) matching competitors’ prices
E) changing branding
According to self-management experts, every moment spent planning saves how many
minutes in execution?
A) one to two
B) two to three
C) three to four
D) four to five
E) five to six
Sanchez and his department are most likely using which of the following sales
methods?
A) unified selling
B) value-added selling
C) transactional selling
D) traditional selling
E) economy selling
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 has identified that a customer strongly identifies with social groups and is
influenced heavily by her role, reference, social class, and culture. What would be
important for Terrance to do to win the sale from this customer?
A) Position the product as being a luxury product.
B) Position the product as fitting with the groups the customer identifies with.
C) Position the product as being the standard across all groups.
D) Assume the mannerisms of the culture the customer identifies with.
E) Mimic the customer’s speech patterns to create rapport.
When UPS was first established, founder Jim Casey described the firm’s focus as
follows:
A) to become a leader in international shipping
B) to become the world’s most profitable company
C) to render perfect service to our stores and their customers
D) to become the world’s most efficient shipping company
E) to become the fastest shipper in the world
Mia is meeting a potential customer to give a sales presentation and is concerned about
what to wear. Which of the following would most likely enable Mia to convey a
professional image?
A) brightly colored dress
B) loose fitting shirt
C) layers of jewelry
D) scuffed shoes
E) tailored skirt
Which of the following statements about the sources of product knowledge is most
likely true?
A) Company product literature is of less value to salespeople than it is to customers.
B) The best source of information on the product is the director of sales.
C) Plant tours would be of little value to people in retail and service selling.
D) A salesperson cannot really understand the product until spending time on the
manufacturing line producing it.
E) Examining and using the product can give a salesperson in-depth knowledge of its
features.
CRM software is useful because customer information is most likely:
A) shared with competitors
B) available to many people in the company
C) stored locally on the salesperson’s computer
D) updated automatically by the CRM provider
E) changed only with the approval of a supervisor
A downside to focusing too much effort on prospects with little potential is:
A) the pipeline may become hard to keep track of with CRM software
B) managers may assign some prospects to other salespeople
C) too little resources are available to focus on prospects with high potential
D) a salesperson may forget customers’ names
E) sales commissions may max out the compensation plan
Which of the following would be the best application of principles regarding gift giving
to customers?
A) Give gifts before doing business with a customer.
B) Determine the gift-receiving policy of the customer’s company.
C) Once begun, maintain a regular and consistent pattern of gift giving.
D) Clearly explain the conditions you expect of the customer who accepts a gift.
E) Give a gift proportional to the sale you expect to make from the customer.