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1-1
Chapter 01 Selling and Salespeople Answer Key
True / False Questions
1.
Personal selling is the craft of persuading people to buy what they do not want and do not
need for more than it is worth.
2.
Customers who use multiple channels or sources for gathering information are referred to
as "omnichannel buyers."
3.
The goal of selling is merely to promote a product or service.
4.
In a selling situation, buyers usually exclude the selling price of a good while calculating
their profit.
1-2
5.
The Personal Value Equation of a buyer is the selling price minus the benefits received.
6.
In a selling situation, the seller's profit is the benefits received minus the selling price.
7.
Go-to-market strategies are used by buyers to select a suitable vendor in the buying
process.
8.
Organizations whose go-to-market strategies rely heavily on advertising and publicity are
called sales force-intensive organizations.
9.
Publicity is a form of unpaid marketing communication between buyers and the selling
firm.
10.
Advertising is the most costly method of communication for selling firms.
11.
In the context of communicating marketing message to customers, firms have more
control on unpaid methods of communication than on paid methods of communication.
12.
If salespeople want to sell effectively, they have to recognize that the buyer has needs that
are met not only by the product but also by the selling process itself.
13.
Activities such as prospecting for new customers, making sales presentations,
demonstrating products, negotiating price and delivery terms, writing orders, and
increasing sales to existing customers are only part of a sales job.
14.
Generally, salespeople spend more than 50 percent of their time on-site in face-to-face
meetings with customers and prospects.
15.
The phrase "customer-centric" means making the customer the center of everything a
salesperson does.
16.
A salesperson's job does not end when the customer places an order.
17.
Salespeople coordinate the activities within their firms to solve customer problems.
18.
Six sigma selling programs are designed to reduce and eliminate errors in the selling
system.
19.
A customer relationship management (CRM) system is a system that organizes
information about customers, their needs, company information, and sales information.
20.
A firm's products move from the manufacturer to the final user through a series of
institutions called a production network.
21.
A missionary salesperson's job is to approach distributors and encourage them to sell the
manufacturer's products.
22.
Joshua represents a large drug manufacturer and calls on physicians to explain to them
the benefits of prescribing his firm's products for their patients. Joshua is a missionary
salesperson.
23.
Normally, missionary salespeople and local distributor salespeople for the same firm are
intensively competitive with each other as each strives to take business away from the
other.
24.
A salesperson is required to show high levels of creativity when he or she has to sell a
service rather than a product to a new customer.
25.
Selling capital goods to manufacturers is much easier than selling cookies to consumers.
26.
Many sales jobs do not involve building long-term partnerships.
27.
Inside selling typically is more demanding than field selling because the former entails
more intense interactions with customers.
28.
Customers develop long-term relationships with salespeople who are dependable and
trustworthy.
29.
Selling analytics is an attempt to gain insights into customers by using data mining and
analytic techniques.
30.
The financial rewards of selling are independent of the level of skill of the salesperson and
the sophistication needed to do the job.
Multiple Choice Questions
31.
When selling a product, the collection of buyer-specific benefits that a seller offers to a
buyer is known as:
32.
The cost of a good sold by a seller is $7,500. The selling cost involved in the sale is $150
and the selling price is $8,250. The buyer's profit is $150. The seller's profit is _____.
33.
Valerie's goal as a sales representative is to _____, which is the total benefit that her
company's products and services provide to buyers.
34.
The selling price of a product is $8,000. The cost and hassle involved in buying the product
is $175. The benefit received from the product to a buyer is labelled "A." The seller's profit
is $400. In this case, which of the following equations will accurately calculate the buyer's
profit?
35.
A seller's profit is _____.
36.
From a buyer's perspective, value in a purchase decision equals _____.
37.
Which of the following is an example of selling?
38.
Gwen is researching ways to sell her new product. She is considering Internet sales, hiring
sales reps, using a manufacturer's rep, and several other options. Gwen is considering:
39.
Sandra's marketing strategy is a go-to-market strategy. She relies heavily on salespeople
for marketing her products. Sandra's organization is a(n) _____.
40.
Which of the following statements is true about sales promotion?
41.
One of the advantages of personal selling is that it is the most _____ method used to
communicate with customers.
42.
In the context of the content and delivery of a marketing message, which of the following
methods of communication is more difficult to control than others?
43.
The reason information supplied through publicity is usually considered more credible
than information supplied by a salesperson is that:
44.
Even though personal selling is the most expensive method of communication on a per-
person-reached basis, businesses continue to use personal selling because of advantages
in:
45.
Why does personal selling work better than other communication options available to
firms selling in the business-to-business market?
46.
One of the advantages of personal selling as compared to advertising is that:
47.
To promote its products, Valerie's firm has always depended solely on advertising in the
local newspaper and occasional direct mail programs. Valerie suggests using integrated
marketing communications because:
48.
Compared with team selling, salesperson who work alone:
49.
When All-Star Productions Inc. releases a new movie, it usually advertises on television,
gives out sales promotion items at fast-food restaurants, creates a website for the movie,
holds special showings, and encourages people to talk about the movie. This coordination
of all the efforts is called:
50.
Which of the following statements about how salespeople spend their time each week is
true?
51.
Which of the following is true of sales in today's world?
52.
After making two major sales calls, Jennifer spent time in her hotel room submitting
information about the calls over the Internet to her company. Jennifer was providing
information to her firm's:
53.
The set of people and organizations responsible for the flow of products and services from
the producer to the ultimate consumer is called a firm's:
54.
Vincent is the sales manager of his company, which manufactures aluminum and alloys.
He contacts different spacecraft manufacturers and aviation companies that use these
raw materials and sells them his company's products. This enables him to eliminate all
levels of middlemen in his sales. Which of the following statements is most likely true
about this scenario?
55.
_____ sell to firms that resell the products rather than using them within the firm.
56.
_____ sell products made by a number of manufacturers to businesses.
57.
Pacific Rim Co. sells outdoor furniture, garden and patio accessories, baskets, floral
arrangements, and pottery to retail garden nurseries. Its salespeople are known as:
