MKTG-430-Final Exam

​________ is a major dimension of the selling​ process, with the objectives of providing maximum customer satisfaction and establishing a​ long-term partnership.

Servicing the sale

Increased customer​ expectations, after the sale is​ closed, requires​ ________.

a strategic plan for servicing the sale

Satisfied customers become​ ________.

an auxiliary sales force

Salespeople are in a unique position to enhance​ ________, the two major contributors to relationship quality.

customer satisfaction and trust

In the new​ millennium, ________ has become a primary​ value-add function.

customer service

In resolving​ customers' problems,​ don't just do what is​ expected, but​ ________.

delight the customer by exceeding their expectations

Properly managing customer relationships​ _____.

enhances customer value creation

The use of technology can help the salesperson​ ________.

establish a more personal relationship with the customer

Briefly summarize what seems to be the​ customer's major concern and​ ________.

express a sincere desire to find ways to solve the problem

It can be four to five times more expensive to​ _____.

find a new customer

When dealing with an unhappy or angry​ customer, it is important to first​ ________.

give him or her every opportunity to disclose his or her feelings

Being a salesperson who​ ________ is a major factor underlying repeat sales.

is a customer advocate

A major key to an effective customer service strategy is​ follow-through. Key ways a salesperson can add value with​ follow-through include​ ________.

making credit​ arrangements, scheduling​ deliveries, and preventing​ post-sale problems

A key thing to keep in mind about complaints is that​ ________.

problems exist when the customer perceives they exist

CRM technology offers new ways to​ ________.

save time in addition to enhancing and extending​ relationship-rich conversations

Dealing effectively with an unhappy customer should be thought of as an opportunity to​ ________.

strengthen the business relationship

A type of expansion​ selling, full-line​ selling, is also called​ ________, which is the process of attempting to sell products or services that are related to the main item already sold to the customer.

suggestion selling

To achieve success with​ cross-selling, you need to use​ ________.

survey questions and probing questions

An important selling method that often adds value and is an effort to sell better quality products is known as​ ________.

upselling

​________ are used to enhance customer​ service, loyalty, and growth.

​Computer-based systems

​________ involves selling products that are not directly associated with products that you have sold to an established customer.

​Cross-selling

The five important service behaviors that enhance customer satisfaction and trust are​ ________.

​diligence, information​ communication, inducements,​ empathy, and sportsmanship

Personal​ visits, telephone​ calls, email​ messages, letters and​ cards, and call reports are examples of​ ________, which strengthen the partnership and add value.

​follow-up

​High-performance salespersons do not abdicate responsibility after the sale. They continue to strengthen the partnership with​ ________.

​follow-up, follow-through, and expansion selling

Expansion selling includes​ ________.

​full-line selling,​ cross-selling, and upselling