MRKT 257 Exam 1

When the speaker attempts to draw a parallel between one thing and another, he or she is using a(n) ______.

analogy

Baxter Healthcare is a leading supplier of hospital products. It has entered into a strategic partnership with many of the hospitals it serves. Baxter supplies them with one-day delivery service of quality products and inventory management assistance. In return, the hospitals give Baxter all of their business. The foundation of their relationships is trust, which is based on:

Baxter's inventory management expertise

Which of the following is an example of reciprocity?

Larry's Uniform Company agrees to buy Harry's landscaping services if Harry will rent its uniforms from Larry

The need for risk reduction is one of the factors affecting the individual making the organizational buying decision. What can a salesperson do to help reduce the risk?

Provide the buyer with product information from independent sources not connected with the company for which the salesperson works

Which of the following statements best describes someone engaged in personal selling?

Vivian attends an interview for a job she really wants

The manufacturer of Kingston freestanding greenhouses gives $100 as an incentive to a reseller's salespeople for each greenhouse they sell. The special incentive is known as:

a spiff

Ryan is trying to dispel the myth that the role of salespeople is to "sell refrigerators to Eskimos." He tells his salespeople that their organization needs to be a customer-centric organization that helps customers: By identifying problems By finding information about potential solutions By providing after-sale services By making the customers the center of their efforts All of the above

all of the above

Which of the following factors is most likely explains the evolution of personal selling from production-oriented in the early 1900 era to partnership-oriented in the post-1900s era? Changes in society's ethical values Changes in the legal environment surrounding personal selling Growth in competition Globalization of business All of the above

all of the above

Which of the following is a suggestion for active listening? Echo what the prospect has said Summarize the conversation Be quiet while the prospect thinks Concentrate on ideas rather than just words All of the above

all of the above

Which of the following is an example of selling? A college student asking a professor to let him enroll himself in a course that is closed out A potential employee making a presentation at a job interview An engineer convincing his manager to support his R&D activity A salesperson talking about the advantages of the washing machines at his store All of the above

all of the above

Compared to customer purchase decisions, organizational purchase decisions:

are more complex

Andrea is a technical assistant for a computer company. After listening to a customer, she asks, "What is it the software will not do?" Andrea is practicing the active listening skill of:

asking questions to gain a more complete understanding of what the customer is trying to communicate

For many years, thousands of loyal fans followed the metal bands, Grateful Dead, around the country. These fans, known ad "Dead Heads", were ______ loyal towards the band.

attitudinally

Calvin sells hospital supplies. When his company did not make it to the approved list of suppliers developed during a vendor analysis by a chain of nursing homes, he went against the purchasing department's policy and contacted nurses and other staff directly to persuade them to get the purchasing department to place his company on its approved list of suppliers. Calvin engaged in:

backdoor selling

Shaking hands should:

be the prospect's choice

Three companies were selected as potential suppliers of computer equipment for an organization's headquarters. After the negotiation began, representatives of two of the firms met and developed a scheme to eliminate the third company from the competition. This is an example of:

collision

Zero Zone, Inc. manufactures and sells display refrigeration and freezer units to supermarkets. Its salespeople use federal government research information and trade data to explain to customers why 3-inch thick CFC-free urethane insulation is important for keeping products fresh. Such interactions illustrate the salespeople's ______.

competence

Valerie's goal as a sales rep is to _____, which is the total benefit that her company's products and services provide to the buyer.

create value

Virginia sees Carl, with whom she attended high school 15 years ago, driving near her in rush hour traffic. She honks and waves to say "hello." Carl, who does not recognize Virginia, thinks the stranger is honking because of the way he changed his lane. Obviously, there is a problem in the way Carl is _____ the message.

decoding

Which of the following factors more likely served as the driving force behind the role of the salesperson as an order taker during the production ere (pre-1930s)?

demand exceeded supply

Weston makes uniforms and overalls for employees in any industry where there is a potential for fire injury. It uses fabric from Indie Fabric Co. for all of the uniforms it manufactures. If there is a decrease in the demand for products in the chemical industry, then there will be a decrease in employment in that industry. This will lead to a decrease in the demand for such uniforms. Since fewer uniforms will be needed, the sales for Indie fabric will decrease. This is an example of:

derived demand

Hand gestures can convey significant information to salespeople. When selling in an international environment, salespeople should remember that hand gestures mean:

different things in different cultures

When LeAnn called on a long-time customer, she realized that the man was upset and took the time to listen to his problem. She was able to sympathize with the customer's recent loss of a pet by using her:

emotional intelligence

According to the communication process, when a salesperson develops a sales presentation, he or she is actively involved in:

encoding

A salesperson says, "For the money, you will find no better water reclamation system anywhere!" The customer thinks the salesperson has just told him that his product is cheaply made and only fairly successful at cleaning the water so it can be reused. Part of the miscommunication is caused by the customer's secretary who comes in during the presentation and asks the customer to sign a letter. In terms of the communication process, the salesperson is ______, the customer is ______, and the secretary creates ______.

encoding; decoding; noise

Which of the following statements about ethics is true?

ethical principles establish appropriate behavior

In the United States, which of the following nonverbal communication indicates that the customer is reacting positively to a salesperson's presentation?

leaning forward

Which of the following statements about strategic partnerships is true?

members of strategic partnerships have a high level of dependance on and trust in each other

Which of the following statements about the relationships between buyers and sellers is true?

members of strategic partnerships make significant investments for the sake of the relationship

The salesperson for the Big Apple Sign Corporation was trying to get a hardware storeowner to buy a new kind of advertising tool called floor graphics-an opaque vinyl film that applies directly to the floor, is easy to remove, and can be used to promote in-store specials. Since the storeowner has purchased advertising before-just not this particular kind of advertising-this is an example of a ______ situation.

modified rebuy

Handell has established a small company that manufactures decorative items for homes. One of the company's latest items is a line of thermometers reproduced from ones that were given away for free before World War II. Since quality is essential to the company's success, it spent a great deal of time and effort locating the best suppliers for the metal, wood, paint, and mercury that went into its first round of production. The purchase of these components would be an example of a _____ buying situation.

new-task

To promote its products, Valerie's firm has always depended solely on advertising in the local newspaper and occasional direct mail programs. Why would Valerie suggest using integrated marketing communications instead?

no single communication vehicle is free of weaknesses

When salespeople communicate in a high-technology environment, they should: Always deliver bad news via email Send daily emails to each customer Use their own style and not try to mimic the style of their customer Use email to send duplicate messages to all customers none of the above

none of the above

When P.C. Logic, a fax machine manufacturer, purchases ceramic printing heads from Kyocera to install in its fax machines, it is acting as a(n):

original equipment manufacturer

Reginald is a reseller who is deciding which new products he will add to his gift and card store. Which of the following elements must he consider while making this decision?

profit margin, turnover, and effort

Which of the following serves as a foundation for a successful strategic partnership?

profit orientation

The chief executive of Norell, an agency that supplies businesses with temporary workers, realizes that the health care industry necessitated temporary workers as much, if not more, than goods-oriented businesses. Which of the following stages of the buying process does this illustrate?

recognition of a need

Corina almost always shops at Gas-N-Go. She finds the store easily accessible from the highway, likes the service, and receives special discounts as a frequent customer. Corina is less likely to shop around for her next purchase because Gas-N-Go satisfies Corina thereby:

reinforcing a functional relationship

Ursula is in the middle of a serious negotiation with her customer. She is not sure what the customer meant by his last statement. Ursula should _____ in order to verify her customer's intent.

restate the customer's comment

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) _____.

sales force-intensive organization

Why does personal selling work better than other communications options available to firms selling in the business-to-business market?

salespeople are able to tailor unique messages for each prospective buyer

Which of the following statements about appearance as a nonverbal communicator is true?

salespeople should attempt to match their style of dress to that of their customers

As Adam traveled across the state of Tennessee, he stopped and bought gas, a bottle of soda, and a bag of corn chips at a small store that he will probably never visit again. What type of transaction did Adam engage in when he made these purchases?

solo exchange

A salesperson for the glass bottle manufacturers for H.J. Ketchup Company suggests that the company needed to redesign its ketchup bottle lighter. H.J. Ketchup Company readily implemented the salesperson's suggestions and the company enjoyed increased savings. Such a major change in the business happened because the two companies were engaged in a ______.

strategic partnership

Sabrina tries to refrain from speaking after asking a prospect a difficult question. Tolerating silence in this instance may be ok in order to give customer:

time to think

Salespeople should vary the loudness of their speech:

to avoid monotony

Marvin is an inexperienced sales rep for a manufacturer of kitchen appliances. He requests you to advise him on handling an expense account ethically. What should you tell him?

use your expense account as if you were spending your own money

Ivan sells customized computer software and hardware to small businesses. To make a sale to Anastasia, he has offered to discount $100 if she buys the product immediately. He initially quotes $100 more than his company's list price; his "bargain" price is the original list price of the product. Ivan has:

used deception in trying to make a sale

To make its world famous barbecue, the Old Smoke House restaurant needs a steady supply of good quality hickory wood. Because the Old Smoke House's owner believes in ______, she has used the same wood supplier who has proved satisfactory in the past, for almost fifteen years.

vendor loyalty