Chapter 1-7 Study questions

A "senser" personality style is a very deliberate, detail-oriented person.

False

A prospect can also be referred to as a lead.

False

A salesperson who uses his/her computer for contact management has created a map file that is useful in routing each day's schedule.

False

Disagreement signals should alert the salesperson that the prospect is either neutral to or skeptical of what is being said in the sales presentation.

False

During the presentation you have the least opportunity to influence your prospect.

False

Fifty percent of your first conversation with a networking prospect should be about his/her business.

False

In the two years Ronald has been selling, he has built up a list of inactive accounts. He should now orphan these accounts and try to develop some new prospects.

False

Many companies offer customers various types of discounts, which are usually developed at the business unit level by the firm's product managers.

False

Salespeople who use a mobile office are not as efficient as those who work out of a stable office.

False

Selling and marketing are synonymous.

False

The active listener evaluates the message and tries to see the other person's point of view.

False

The goal of positioning is to fill a niche in the mind of each of your contacts so when one of those contacts needs your type of product, you are the only possible resource that would come to mind.

False

The rules of netiquette encourage you to use all capital letters in e-mail that needs to be communicated quickly.

False

The size, color, and price of a product are all examples of product benefits.

False

When engaged in marginal listening, Andrew, the salesperson, refrains from evaluating the message and tries to see the prospects' point of view.

False

A premium is an article of merchandise offered as an incentive to the user to take some action.

True

A prospect is a qualified person or business who has the potential to buy the product.

True

At the unconscious need level, people do not know why they buy a product—only that they do buy.

True

Computerization provides salespeople with more efficient account control and better time and territory management.

True

FOB shipping point means the buyer pays all shipping costs.

True

If you truly want to be close to your customers, electronic mail can have a tremendous impact.

True

Increased worldwide interaction requires access and exchange of data on a global basis.

True

Telemarketing is a marketing communication system using telecommunication technology and trained personnel to conduct planned, measurable marketing activities directed at targeted groups of consumers.

True

Telephone prospecting is an excellent way to locate suspects and quickly determine if they are qualified prospects.

True

The buying decision involves five basic steps beginning with need arousal.

True

The study of selling helps people see and understand things about sales that others cannot.

True

Understanding the buyer's self-concept may be the key to understanding the buyer's attitudes and beliefs.

True

Whether it involves nonverbal or verbal communications, top salespeople speak the other person's language.

True

Which of the following statements about employee rights is true? a) Cooperative acceptance is an employee right b) The terminate-at-will rule is as strictly applied today as it was in the early part of the 20th century c) Privacy is only an employee right when the employee works for a public employer d) Reciprocity is an employee right e) They are rights protected by law and are based on what the employer deems is fair and equitable

a) Cooperative acceptance is an employee right

_____ are the codes of moral principles and values that govern the behaviors of a person or a group with respect to what is wrong. a) Ethics b) Legal codes c) Principled heuristics d) Sociocultural norms e) Governing norms

a) Ethics

A(n) _____ code of ethics generally outlines the procedures to be used in specific ethical situations, such as how to handle a key customer that suggests that the sale might be made sooner if he or she were to receive a kickback. a) policy-based b) principle-based c) operational d) credo-based e) tactical

a) policy-based

In which common speech pattern do people talk with wrong motive, gossip, slander, and speak with a desire to twist the truth? a. The conniving talk b. The caring talk c. The controlled talk d. The coercive talk e. The careless talk

a. The conniving talk

Which of the following is NOT a common reason why a person chooses a sales career? a. The limited number of jobs available b. The opportunities for advancement c. The challenge of selling d. The rewards offered by a sales career e. The freedom of being on one's own

a. The limited number of jobs available

All of the following can help change caution signals into acceptance signals EXCEPT: a. continuing with the presentation. b. changing the planned presentation. c. carefully listening and responding to the buyer's message. d. projecting acceptance signals. e. using open-ended questions.

a. continuing with the presentation.

Claire Mitchell goes door-to-door in her neighborhood taking orders for Classic beauty products. The sales that she makes face-to-face to consumers who will use these products themselves are examples of: a. direct selling b. wholesale selling c. retail selling d. sales engineering e. account representation

a. direct selling

In order to cultivate a network, a salesperson can: a. focus on meeting center-of-influence people. b. use the KISS principle. c. request more on-the-job training. d. use contact management software. e. create a MAD file.

a. focus on meeting center-of-influence people.

Susan invited a group of people who liked to cook to her home so that she could show them Pampered Chef kitchen products. Each attendee was handed a catalog and an order form. Then Susan demonstrated how various Pampered Chef products made cooking easier. As the attendees left, they gave their filled-in order forms to Susan who submitted them to the Pampered Chef Company. A month later she delivered their orders to their homes. Susan is an example of a(n): a. order getter b. order taker c. sales engineer d. retail salesperson e. telemarketer

a. order taker

Brandon is a salesperson for a wholesale cheese company. It would NOT be part of his job to sell cheese to: a. a hotel cafateria b. the government c. a restaurant like Burger King d. the final customer e. an assisted living facility hosting a cookout

a. the final customer

All of the following statements, if made by a salesperson, could have legally actionable consequences if the statement were incorrect EXCEPT: a) "this mace pen is capable of instantaneous incapacitation for a period of 15 to 20 minutes." b) "this offer is valid only till the end of this month." c) "feel free to prescribe this drug to your patients, doctor. It's nonaddicting." d) "this refrigerator will preserve foods in the warmest weather." e) "this is a safe, dependable helicopter."

b) "this offer is valid only till the end of this month."

Aqua Busters, Inc., a beverage company, has established rainwater harvesting programs at most of their company plants and has initiated partnerships to set up rainwater harvesting projects in communities across the country. Identify the social responsibility the company is addressing. a) Discretionary b) Ethical c) Economic d) Legal e) Environmental

b) Ethical

Green River ordinances: a) allow car dealers to charge different prices to different consumers provided they advertise "make your own best deal." b) require persons selling directly to consumers to pay a license fee and be licensed by the city unless the sellers are also residents of the city in which they are doing business. c) state that if asked by a consumer, a door-to-door salesperson must show the documented laboratory evidence to support product performance claims. d) hold salespeople legally responsible if the items they sell damage the environment. e) were first passed in response to a drought in the Green River area of Wyoming and allow cities to pass laws against the sale of products which are damaging to the public well-being by doing such things as depleting the water supply.

b) require persons selling directly to consumers to pay a license fee and be licensed by the city unless the sellers are also residents of the city in which they are doing business.

In making a sale, which of the following statements about customers is true? a. Customers do not pay our salaries b. Customers are the most important people in any business c. Customers are dependent on us d. Customers are an interruption to our work e. Customers are not doing us a favor by doing business with us

b. Customers are the most important people in any business

In what order are the feature, advantage, and benefit presented in the following statement? "This fishing trawler has a 10 percent greater capacity than boats of a similar size; it will save you at least $100 per fishing trip because it can carry more fish." a. Advantage, feature, and benefit b. Feature, benefit, and advantage c. Benefit, advantage, and feature d. Advantage, benefit, and feature e. Feature, advantage, and benefit

b. Feature, benefit, and advantage

Harry likes to do business away from the office. He is more interested in learning how the ergonomically-designed keyboards will impact the people in his office than finding out how it was developed. What personality type is Harry? a. Intuitor b. Feeler c. Engineer d. Senser e. Thinker

b. Feeler

The coliseum manager places high value on ideas and theories. He is more interested in learning the reasons for the development of the salesperson's product than learning which of his competitors have purchased it. What personality type is the coliseum manager? a. Senser b. Intuitor c. Achiever d. Feeler e. Thinker

b. Intuitor

_____ is the process by which a person selects, organizes, and interprets information. a. Benefit recognition b. Perception c. retention d. Information reception e. Attitude adjustment

b. Perception

As the medical supplies salesperson walks into the hospital administrator's office, she invites the seller to sit in a chair directly across her desk from her. Into which space zone is the salesperson being placed? a. Impersonal b. Social c. Communal d. Personal e. Public

b. Social

Which of the following statements about the Internet is incorrect? a. The Internet can be a great sales tool b. The Internet is just a mass of cables and computers c. The Internet and the World Wide Web are same d. The Internet is self-governed e. The Internet refers to the physical infrastructure of the interconnected global computer network

b. The Internet is just a mass of cables and computers

A hospital administrator expected the salesperson to use precise wording and concise phraseology in a well-organized presentation that appealed to her need for logic. What personality type is the hospital administrator? a. Feeler b. Thinker c. Achiever d. Senser e. Intuitor

b. Thinker

Rachel has just walked into her local Serta mattress outlet and told the salesperson, "I'd like to buy a new mattress and I want a pillow-top mattress with individually wrapped coils and a five-year warranty. What can you show me?" At what level of need awareness is Rachel? a. Postconscious b. Unconscious c. Subconscious d. Preconscious e. Conscious

b. Unconscious

In early 2003, billboards showing Polish actress Anna Przybylska urging Poles to vote to approve the nation's membership in the European Union were seen all over Poland. These billboards plus other nonpersonal marketing communications, supported speeches given at meetings of union members, town councils and civic organizations conducted to encourage an affirmative vote for EU membership. This exemplified how: a. advertising is more important than personal selling. b. advertising supports personal selling efforts. c. advertising supports publicity. d. sales promotions support personal selling. e. other promotional elements are not as effective as personal selling.

b. advertising supports personal selling efforts.

Manufacturers are LEAST likely to use premiums for: a. persuading prospects to sample the product. b. boosting the future sales of fast moving products. c. introducing a new product. d. getting prospects to request further information. e. getting customers to come into the retail store.

b. boosting the future sales of fast moving products.

The Z-200 series notebook PCs come in five metallic shades and is 4.5 kg in weight. This describes the product: a. segmentation variables. b. features. c. market needs. d. benefits. e. advantages.

b. features.

A salesperson who used a(n) _____ would be able to track customer buying patterns. a. worksheet b. geographic information system c. atlas d. management information system e. spreadsheet

b. geographic information system

6. During the sales presentation, the paper salesperson often asked the prospect various questions about her previous experience with similar types of paper and what she thought about the weight and quality of the paper he was selling. The salesperson was using _____, a good tool of the successful salesperson. a. discriminators b. probing c. selective questioning d. problem solving e. empathy

b. probing

What is reciprocity? a) A mutually-beneficial buying situation that does not lessen competition b) Sharing competitive intelligence c) Buying a product from someone if that person agrees to buy from you d) Obeying the Golden Rule e) Creating win-win buying situations

c) Buying a product from someone if that person agrees to buy from you

As you deliver your planned sales presentation, you become increasingly aware your buyer is sending you caution signals. Which of the following courses of action would be the best one to try? a. Ignore this feedback and ask for the order b. Ask a series of "yes" or "no" questions to increase the buyer's involvement c. Depart from the planned presentation d. Respond to the caution signals with stop signals e. Speed up your presentation

c. Depart from the planned presentation

The Wi-series mobile phone with touch display has an ambient light sensor that automatically adjusts brightness to suit the ambient light in your surroundings. This is a battery-saving efficiency of the Wi-series touch phone. Which of the following does this describe? a. Product feature b. Market need c. Product advantage d. Segmentation variable e. Product benefit

c. Product advantage

Which of the following statements about referrals is true? a. There are only three steps in the referral cycle b. All salespeople ask for referrals c. Salespeople must sell the product, plus sell the prospect on providing referrals d. It would be inappropriate to try to use the referral cycle during the sales presentation e. Salespeople should work on obtaining referrals when they are not engaged in selling activities

c. Salespeople must sell the product, plus sell the prospect on providing referrals

Why is it important for a salesperson to be aware of caution signals? a. They usually lead to the next step-acceptance signals b. They indicate that the salesperson needs to respond with similar signals to proceed on an equal footing with his/her buyer c. They indicate blocked communications d. They warn the salesperson to close the deal before he/she leaves because if he/she does not, a competitor will e. They signal the salesperson to speed up his/her presentation

c. They indicate blocked communications

Abel is 16 years old. He is trying to earn money to buy a used motorcycle by operating a dog walking service. He is going house-to-house and knocking on the door of every dog owner who lives within a six-block radius of his house and asking if the homeowner would like to use his service. Abel is using the _____ method of prospecting. a. group b. public demonstration c. cold canvass d. referral e. endless chain

c. cold canvass

Clearwater Hampers is a small British company that sells luxury food and drink in various combinations in picnic hampers. Food and wine are seen as classic, fail-safe gifts in a market where present-buying is increasingly tricky. Corporate customers, both in the United Kingdom and abroad, are important to the business. Clearwater has had several orders for more than a quarter of a million dollars. The company's leading salesperson, Peter Austin, is preparing the approach he will use during his first sales call on the CEO of Diamonite, a company that specializes in designing, manufacturing, and installing aircraft interiors for executives and heads of state. Respect for territorial space means that Austin should not enter the CEO's _____ space. a. private b. confidential c. intimate d. social e. personal

c. intimate

The _____ personality type places high value on innovation, concepts, theory, and long-range thinking. When closing the sale, it is important for the salesperson to stress time limitations on acting. a. senser b. feeler c. intuitor d. instigator

c. intuitor

Stage Technologies is a London-based company that supplies engineering solutions for the entertainment industry. It has helped the boy-band Westlife make a flying entrance onto stage and provided stage-rigging packages for the Princess Cruise new vessels. The company was established in 1994 after a couple of production designers decided that the automation of theater productions could be done more safely and more efficiently by using modular production rather than the old "build-as-needed" formula. The company installs wenches, stage lifts, and other equipment commonly used in stage productions. The equipment is designed so it can be operated from a single console without heavy lifting. Both opera companies and theaters see the benefit of such a system, but many are reluctant to buy because of perceived costs. Joseph Harris and Michael Anderson, the company's best salespeople, must design sales presentations that address these concerns. One benefit of the Stage Technologies system is: a. the fact it reduces labor costs. b. its delivery schedule. c. its portability. d. its size. e. its uses.

c. its portability.

When you call on a prospect, your words, visual materials, and your body language are all used to communicate with your prospect. These are called: a. decoding mechanisms. b. message sources. c. mediums. d. encoding tools. e. feedback precipitators.

c. mediums.

The owner of a catering company recently bought a new heavy-duty electric mixer. She had high expectations for the new mixer and paid "top dollar" to get the accessories on her mixer that she considered important. After owning the machine for two weeks, the caterer feels she has received even more benefits from the purchase of this mixer than she expected. Because of this result, the product can be said to have caused: a. dissonance. b. dissatisfaction. c. purchase satisfaction. d. prepurchase behavior. e. prepurchase evaluation.

c. purchase satisfaction.

In terms of the basic communication model: a. the customer is the source. b. there is no noise. c. the sales presentation contains the message. d. the trial close is the feedback. e. the medium is either verbal or nonverbal, but not both.

c. the sales presentation contains the message.

If a video game manufacturer required its resellers to stock a line of games based on the financially-disappointing movie War of the Worlds in order to carry games based on the very popular Survivors television series, it would be an example of: a) discriminatory selling. b) reciprocal selling. c) misrepresentation. d) a tie-in sale. e) a Green River dealership.

d) a tie-in sale.

According to the text, a _____ would tell Rob Loughton he should return the stolen competitive information to its owner without examining it even though the information would more than likely result in a large commission for Loughton. a) directional code of ethics b) compass point c) moral sextant d) fixed point of reference e) frame of conventional reference

d) fixed point of reference

According to the text, a(n) _____ refers to something that provides the correct action to take in any situation and never gets tailored to fit a situation. a) situational barometer b) ethical talisman c) ethical continuum d) fixed point of reference e) situational compass

d) fixed point of reference

Social responsibility is the management's obligation to: a) pursue profits only as a short-run objective. b) serve its customers in a profitable and lawful manner. c) serve its customers and employees in an ethical and lawful manner. d) make choices and take actions that contribute to the welfare of society and the organization. e) encourage managers to monitor the off-duty behavior of employees.

d) make choices and take actions that contribute to the welfare of society and the organization.

California-based Innovative Installers provides a variety of services related to office space and relocations including installation services for modular office furniture, space planning and layout consultation, office moving and set-ups as well as furniture repairs and replacements based on an ergonomic evaluation. Mierzett Evans and Glenda Heldris are two of Innovative Installers' best salespeople. The company was founded in 1992 and initially depended on the growth of dot.com companies for its early success. Innovative Installers has experienced cash flow problems since the recent failure of so many dot.com companies and wants to attract new customers. An Innovative Installer salesperson who promised a customer that the new office arrangement would increase productivity by 50 percent without having any hard data to prove that productivity would be affected by the changes is potentially guilty of: a) violation of the Robinson-Patman Act. b) misuse of relationship marketing. c) failure to adhere to the rules of full disclosure. d) misrepresentation. e) violation of Title VII.

d) misrepresentation.

In Turkey, a salesperson wants to sell a block of 75 symphony tickets to an Armenian senior citizen center to hand out to its members. If he can sell these remaining tickets, he will receive a $500 bonus. When the center director asks him if there will be adequate security at the event, the Turk assures her the arena has doubled its security force for the event even though no special security arrangements have been made in spite of recent threats made against Armenians. The Turkish salesperson is most likely functioning at the _____ stage of moral development. a) conventional b) discretionary c) principled d) preconventional e) postconventional

d) preconventional

Strate's Shows is a company that owns and operates amusement rides at many fairs in the southeastern United States. Each year the company must provide new and more exciting rides for fair attendees. It must meet strict government safety guidelines. It must find suppliers that can provide repair equipment quickly at affordable prices. Fair attendees, government regulatory agencies, and its suppliers are examples of Strate's: a) bystanders. b) purveyors. c) communal representatives. d) stakeholders. e) proxies.

d) stakeholders.

These are one-time price reductions the manufacturer passes on to channel members or directly to the customers. a. Cumulative quantity discounts b. Noncumulative quantity discounts c. Cash discounts d. Consumer discounts e. Trade discounts

d. Consumer discounts

Harry likes to do business away from the office. He is more interested in learning how the ergonomically-designed keyboards will impact the people in his office than finding out how it was developed. What personality type is Harry? a. Engineer b. Intuitor c. Senser d. Feeler e. Thinker

d. Feeler

9. Further uncovering needs such as relating product benefits to needs using demonstration, dramatization, visuals, and proof statements occurs in which step of the customer relationship selling process? a. Approach b. Trial close c. Preapproach d. Presentation e. Close

d. Presentation

Which of the following statements describe something you should do when using e-mail to communicate with customers? a. Use flaming when appropriate in e-mails. b. Send the same message several times to make sure that it reaches the intended receiver(s). c. Do not be afraid to send bad news via e-mail. d. Use dates, salutations, and friendly closes in e-mails. e. If you want to make sure that a message is understood, write it in all capital letters.

d. Use dates, salutations, and friendly closes in e-mails.

All of the following can help change caution signals into acceptance signals EXCEPT: a. using open-ended questions. b. carefully listening and responding to the buyer's message. c. changing the planned presentation. d. continuing with the presentation. e. projecting acceptance signals.

d. continuing with the presentation.

When we are engaged in _____ listening, it is easy to become distracted by emotion-laden words. When we hear them, we may become obsessed with the words and wonder what to do about them rather than continue listening. a. marginal b. peripheral c. routine d. evaluative e. context-driven

d. evaluative

When the salesperson discusses a product's _____, he is answering the question, "What is it?" a. achievements b. advantages c. benefits d. features e. component parts

d. features

When you see advertisements in your local newspaper for a locally owned garden center, you can say with certainty that the ads are examples of _____ advertising. a. national b. co-op c. trade d. retail e. industrial

d. retail

If one case of Winston brand chocolate molds costs $10.00, but a single order for 10 cases costs a total of $94.00, it is MOST accurate to say that: a. someone in the manufacturer's book keeping department made an error. b. the manufacturer offers a cash discount. c. the manufacturer offers a cumulative quantity discount. d. the manufacturer offers a noncumulative quantity discount. e. the manufacturer offers a trade discount.

d. the manufacturer offers a noncumulative quantity discount.

To provide the buyer with proper information about a product, the salesperson needs to keep in mind all of the following EXCEPT: a. what are the prospect's attitudes toward your competitor's products. b. what are the prospect's attitudes toward your product. c. what product attributes are important in the buying decision-price, quality, or service. d. what are the least important attributes of the product. e. what level of satisfaction is expected from buying the product.

d. what are the least important attributes of the product.

Which of the following statements about how managers view sales ethics is true? a) Sales goals force managers to act even more ethically than they ordinarily would b) Most managers feel that they and their employees are operating as ethically as possible c) Most managers are unaware of any unethical behavior in their industry d) Some sales managers lower their ethical standards to meet job goals e) Not all managers face ethical problems

e) Not all managers face ethical problems

Which of the following statements about the international side of ethics is false? a) Ethics related to employees and community are often more difficult to understand when doing business in another country. b) Every employee of a U.S. company is subject to U.S. law regardless of the country in which business is conducted. c) The vast majority of international companies have high ethical standards. d) A salesperson competing in a foreign country may find himself/herself competing with foreign companies who are allowed to do things considered unethical by U.S. standards. e) Those parts of the world that do not conform to U.S. ethical standards are limited to just three geographic areas.

e) Those parts of the world that do not conform to U.S. ethical standards are limited to just three geographic areas.

Sheridan decides to buy his first car. The car salesperson promises to arrange a car loan for him if he also purchases the auto insurance. This is a classic example of: a) a Green River dealership. b) reciprocal selling. c) misrepresentation. d) discriminatory selling. e) a tie-in sale.

e) a tie-in sale.

Your brother Craig sells art collectibles. He knows that your boss collects early 20th century baseball memorabilia and he has asked that you introduce him to your boss and to endorse his background as an ethical antiques dealer. You know that in the past Craig has sold some items that were not what he claimed they were and you suspect that some of his baseball memorabilia might be forgeries. Your mother is pressuring you to help your brother make this sale. This is an example of a(n): a) policy-based moral development. b) social impasse. c) discretionary responsibility. d) sales dilemma. e) ethical dilemma.

e) ethical dilemma.

An ethics ombudsperson: a) writes the company's code of ethics. b) interacts with the organizational stakeholders on a daily basis. c) is also called a whistle-blower. d) handles all negative publicity for an organization. e) is an official who assumes the role of corporate conscience

e) is an official who assumes the role of corporate conscience

A salesperson performs all of the following roles EXCEPT a. Creating new customers b. Selling more to present customers c. Providing solutions to customer problems d. Providing company with market information e. Creating catchy slogans to promote new products

e. Creating catchy slogans to promote new products

What is the salesperson doing when he translates the ideas and concepts contained in his mind into words? a. Decoding b. Translating c. Processing d. Receiving e. Encoding

e. Encoding

Identify the area that is normally used for a sales presentation. a. Personal space b. Public space c. Intimate space d. Communal space e. Social space

e. Social space

Which of the following statements describe something you should do when using e-mail to communicate with customers? a. If you want to make sure that a message is understood, write it in all capital letters. b. Use flaming when appropriate in e-mails. c. Do not be afraid to send bad news via e-mail. d. Send the same message several times to make sure that it reaches the intended receiver(s). e. Use dates, salutations, and friendly closes in e-mails.

e. Use dates, salutations, and friendly closes in e-mails.

In order to enlarge its prospect list, the West End Boarding Kennel seeks the assistance of area veterinarians in identifying people who are likely to need its services. This is an example of the _____ method of prospecting. a. group b. public exhibition c. cold canvass d. endless chain e. center of influence

e. center of influence

Sharon Trevor has a collection of hand-tied fishing flies left to her by her great-grandfather. She has been told they are valuable and would like to sell them. She has used the Web to locate dealers of antique fishing gear who might be interested in purchasing the fishing flies. In other words, Trevor has engaged in: a. teleselling. b. direct marketing. c. data mining. d. direct selling. e. e-prospecting.

e. e-prospecting.

Caution signals are important to the success of the salesperson because: a. they warn the salesperson to close the deal before he/she leaves, because if he/she does not, a competitor will. b. they indicate that the salesperson is too far away from the prospect and should move closer to build intimacy. c. they signal the salesperson to speed up his/her presentation. d. the salesperson must respond with similar signals to proceed on an equal footing with his/her buyer. e. if they are not properly handled, they may evolve into disagreement signals.

e. if they are not properly handled, they may evolve into disagreement signals.

6. If the salesperson talks and the buyer only listens, _____ has occurred. a. hard-sell communication b. distortion c. non-communication d. noise e. one-way communication

e. one-way communication

The salesperson trying to sell gym memberships to a group of new mothers used letters from obstetricians and pediatricians to demonstrate how important exercise was to maintaining good mental health while dealing with a newborn infant. In other words, the salesperson used: a. objection eliminators. b. proofs of credibility. c. source media. d. decoded response. e. proof statements.

e. proof statements.

Since salespeople help their prospects make the choice to buy or not buy a product, it is important for salespeople to understand: a. all that is involved in the psychological processes a buyer goes through in making a purchase decision b. how to encourage customers to experience purchase dissonance. c. the material taught in advanced psychology classes. d. the buyer's general buying needs. e. the various factors that can influence a buyer's decision.

e. the various factors that can influence a buyer's decision.

Clearwater Hampers is a small British company that sells luxury food and drink in various combinations in picnic hampers. Food and wine are seen as classic, fail-safe gifts in a market where present-buying is increasingly tricky. Corporate customers, both in the United Kingdom and abroad, are important to the business. Clearwater Hampers are also available in a number of retail establishments around the world. The company's leading salesperson is Peter Austin who has been with the company since it began operation in 1979. Its owners were originally trout farmers who needed a source of income during the winter months and who diversified into selling fine liquors, cheese, chocolates, and other luxury food items. The company uses a variety of promotions to make prospects aware of its products. Clearwater Hampers spends money on advertising for all of the following EXCEPT: a. to educate customers about the company's picnic hampers. b. to increase overall sales. c. to inform prospects that a product is on the market. d. to develop leads for Austin and the rest of its sales force. e. to create cognitive dissonance over the purchase.

e. to create cognitive dissonance over the purchase.