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Selling Today: Partnering to Create Value, 14e (Manning/Ahearne/Reece)
Chapter 2 Evolution of Selling Models That Compliment the Marketing Concept
1) The development of a personal selling philosophy most likely involves:
A) a full acceptance of the limits of the marketing concept
B) a full appreciation of the tenets of the free enterprise system
C) a desire to sell internationally
D) assuming the role of a problem-solver in helping customers make complex buying decisions
E) assuming the role of a competitor for customers' business
2) Sales departments and marketing departments often compete for:
A) the largest number of employees in the company
B) the biggest customers
C) financial resources and budget share
D) management's favor
E) product to give away
3) The ultimate goal of the "marketing concept" is:
A) product diversification
B) customer satisfaction
C) brand loyalty
D) rising profit margins
E) efficiency of production
4) Which of the following statements would NOT be an application of the marketing concept?
A) Let's speed up production and get these products to customers faster by eliminating the field
test.
B) Let's show these product designs to some prospective buyers for their reactions.
C) Let's examine our points of distribution to see if we're reaching the market effectively.
D) Let's do some research to see which colors consumers prefer.
E) Let's ask customers which products they used most heavily.
5) 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
6) The marketing mix consists of product, promotion, place, and:
A) personnel
B) principle
C) perfection
D) pride
E) price
7) The promotion element of a marketing program can be subdivided into the areas of:
A) sales, promotion, and advertising
B) market research, personnel, and product publicity
C) product research, product design, product production, and product publicity
D) public relations, place, personal selling, and personnel
E) sales promotion, public relations, personal selling, and advertising
8) The product was developed by gathering focus groups of mothers and asking them what they
need and what they wish normal planners offered them. This method of product development
most likely:
A) is costly and inefficient
B) is performed by the marketing department
C) subscribes to the marketing concept
D) reduces the barriers to purchasing
E) is a method developed in the last decade
9) As part of the marketing mix, the makers of the calendar will be running an advertising
campaign directed at working mothers. Another part of the marketing mix is sending salespeople
to sell:
A) calendars to retail outlets
B) calendars to working mothers
C) organizational skills to working mothers
D) nostalgia to organizers
E) organizational skills to online reviewers
10) Xformation's marketing mix needs to:
A) be balanced across all four of the Ps because the product is not complicated or difficult to
understand
B) rely heavily on promotion, especially personal selling, to help the client purchase custom
trainings
C) focus on price, because XFormation's competition can provide identical training at a lower
price point
D) further refine the product, and offer more standardized options for clients
E) pay more attention to place, and consider how the location of the office affects sales volume
11) A company that ignores the marketing concept will not have any negative effects.
12) Business firms vary in terms of how strongly they support the marketing concept.
13) It is not as important to focus on the marketing concept if a company has an established
product.
14) There is no set path to using the marketing concept successfully.
15) When measured by either the number of people employed or expenses as a percentage of
sales, personal selling is often the major promotional method used by American businesses.
16) The marketing concept is the foundation of the sales methods and techniques used since the
1950s.
17) Peter Drucker stated that "the ________ defines the business."
18) List and describe the four parts of the marketing mix.
19) In consultative selling, the customer is seen as:
A) a person to be served
B) a prospect to be sold
C) a point on the funnel
D) progress toward a quota
E) a challenge to be overcome
20) Consultative selling emphasizes need identification, which the salesperson achieves by:
A) leading with the benefits of the product or service, not the features
B) giving a professional sales presentation that engages multiple modalities
C) mirroring the client's speech and body language to establish rapport
D) carefully labeling all the steps to install and use the product
E) asking the client questions and listening carefully to the answers
21) Transactional selling is less complicated than consultative selling because:
A) consultative selling takes into consideration the clients' varying needs
B) consultative selling requires giving the client the product at the lowest price possible
C) consultative selling is an earlier form of selling than transactional selling
D) all sales begin with transactional selling
E) a higher percentage of transactional sales close than do consultative sales
22) A key ingredient in the consultative selling process is:
A) discounting appropriately
B) serving the client
C) overcoming objections
D) selling in teams
E) asking for the sale
23) Because this product looks similar to other products and only differentiates itself when a
customer uses it, customers might be more influenced to buy it because of:
A) advertising on websites geared to women
B) marketing campaigns in non-traditional outlets
C) word of mouth endorsements from other mothers
D) teacher recommendations
E) telephone marketing campaigns
24) Company management is having a difficult time deciding whether to allot more money to a
marketing campaign involving ad buys and promotional events, or to a staff of sales
representatives to sell the organizers. What factor should they consider in allotting the budget?
A) A national marketing campaign can cost more than the yearly salaries of an entire sales
department.
B) A marketing campaign can reach prospects in several geographic areas at the same time.
C) Salespeople can visit several retail outlets a day.
D) Salespeople work on commission.
E) Even with a marketing campaign, retail outlets will need to order through and be trained on
product knowledge by salespeople.
25) Which of the following is the main goal for XFormation salespeople in terms of product
strategy?
A) Create products that customers really want to buy instead of products that the company wants
to sell.
B) Understand all the training products they sell and how to customize a package for the
customer.
C) Examine how they can add value for customers so the customers will continue to contract
with XFormation on a long-term basis.
D) Give a presentation to the customer after planning out the objectives carefully ahead of time.
E) Understand the customer's needs and what and how they need to buy.
26) Which of the following is the customer strategy that XFormation salespeople should use?
A) Understand all the training products they sell and how to customize a package for the
customer.
B) Examine how they can add value for customers so the customers will continue to contract
with XFormation on a long-term basis.
C) Give a presentation to the customer after planning out the objectives carefully ahead of time.
D) Spend enough time with the customer that the salesperson lives and breathes the customer's
business.
E) Understand the customer's needs and what and how they need to buy.
27) E-commerce has contributed to the decline in popularity of transactional selling.
28) Consultative-style selling practices have become popular because they can be easily
mastered.
29) Consultative selling, which emerged in the late 1960s and early 1970s, is an extension of the
marketing concept.
30) Consultative selling emphasizes ________, which the salesperson does by asking the client
questions and listening carefully to the answers.
31) List and describe the features of consultative selling.
32) In a market characterized by vigorous competition, look-alike products and customer loyalty
that depends on quality relationships as well as quality products, the salesperson should fully
utilize the:
A) product strategy
B) customer strategy
C) presentation strategy
D) relationship strategy
E) marketing strategy
33) A well-thought-out plan for establishing, building, and maintaining quality relationships is a:
A) relationship strategy
B) customer strategy
C) product strategy
D) presentation strategy
E) personal selling philosophy
34) Sharon Wiley is a sales representative employed by a leading producer of pharmaceuticals
used in veterinary medicine. Recently she attended a university-sponsored seminar that focused
on new research findings in selected areas of veterinary medicine. Ms. Wiley is most likely
attempting to develop a:
A) relationship strategy
B) customer strategy
C) service strategy
D) presentation strategy
E) product strategy
35) One broad strategic area of the Strategic/Consultative-Selling Model is:
A) marketing strategy
B) research strategy
C) customer strategy
D) service strategy
E) budget strategy
36) Eric Villa obtained a license to sell real estate and then accepted a sales position with a local
Century 21 agency. To prepare for this new position, he purchased and read a research report
entitled "Buying Habits of Today's Home Buyers." Mr. Villa is most likely attempting to develop
a:
A) presentation strategy
B) product strategy
C) customer strategy
D) relationship strategy
E) price strategy
37) The four broad strategic areas of the Strategic/Consultative Selling Model are:
A) connected to each other
B) in conflict with each other
C) independent of each other
D) not independent of each other
E) identical to each other
38) Preparing objectives for the sales demonstration and a plan to reach those objectives is the:
A) product strategy
B) customer strategy
C) presentation strategy
D) relationship strategy
E) marketing strategy
39) The customer strategy always takes into consideration:
A) maintaining a close partnership
B) the customer's needs
C) the profit margins of the product
D) the relationship between the selling partners
E) the company's sales quotas
