Chapter 6-10
Paula Hillison sells a line of copy machines that feature a "quick change" toner cartridge. The empty toner cartridge can be replaced quickly, without any mess, in a matter of seconds. Which of the following statements represents the most effective presentation of this feature? A) "We have recently developed the only office copy machine that features a quick change toner cartridge." B) "After years of research and development, our engineers have developed a quick change toner cartridge." C) "If you purchase one of our copy machines, you will enjoy the benefits of a quick change toner cartridge." D) "All of our copy machines are equipped with a quick change toner cartridge, which means you no longer waste time replacing an empty toner cartridge." E) "We have set a new industry standard with the quick change toner cartridge."
D) "All of our copy machines are equipped with a quick change toner cartridge, which means you no longer waste time replacing an empty toner cartridge."
Which of the following is most likely a true statement regarding prospecting? A) Personal observation is an unlikely prospecting technique. B) Cold call prospecting is a systematic approach to identifying prospects. C) The response rate for e-mails is high, so they are a valid source of prospects. D) A salesperson cannot afford to spend time calling on persons who are not legitimate prospects. E) Networking should be avoided as a source of prospects because it is unprofessional to mix business and friendship.
D) A salesperson cannot afford to spend time calling on persons who are not legitimate prospects.
Which of the following is an important limitation of the buyer resolution theory? A) Salespeople find the theory too complex. B) Customers already know what they should buy. C) Few customers ask the question, "What is a fair price?" D) Knowing which decisions are difficult for buyers is difficult. E) Answers provide little insight into customer buying strategies.
D) Knowing which decisions are difficult for buyers is difficult.
Which of the following statements about pricing policies is most likely true? A) Very few companies maintain a pricing strategy that focuses on meeting competition. B) Pricing strategies often reflect the opinion of the research department on correct pricing. C) The ability to offer the lowest price is the most critical factor in the sale of products. D) Price discounting is a competitive tool available to large numbers of salespeople. E) Transactional sales rely primarily on personality alignment between buyers and sellers.
D) Price discounting is a competitive tool available to large numbers of salespeople.
Which of the following statements is most likely true about products and product knowledge? A) Knowledge of a company's history is essential to selling that company's product. B) Product knowledge is not as important as selling technique for a professional salesperson. C) Knowledge of one's product or service is not important in all areas of professional selling. D) The extensive variety of available products in the market complicates the buying process. E) Salespeople who learn and impart too much product knowledge hinder the buying process.
D) The extensive variety of available products in the market complicates the buying process.
Which buyer behavior theory focuses the salesperson's attention on five important factors that the customer is likely to consider before making a purchase? A) buyer-action theory B) compulsive-buying theory C) need-satisfaction theory D) buyer-resolution theory E) feature-benefit theory
D) buyer-resolution theory
Which term refers to a cross-functional team of decision makers who often represent several departments in a company? A) value chain B) task force C) reference group D) buying center E) virtual group
D) buying center
The primary benefit of providing online product information to salespeople is that the information: A) allows software integration B) builds customer relationships C) highlights product benefits D) can be accessed at any time E) can be redesigned easily
D) can be accessed at any time
In terms of product knowledge, salespeople: A) can know too much about the products they sell B) are often better off appearing to be "in the dark" at times C) should provide prospects with limited product information D) cannot, generally, know too much about the products they sell E) should assume the stance of novice users to develop customer empathy
D) cannot, generally, know too much about the products they sell
Which of the following is a factor that would motivate a rational buyer? A) prestige B) nostalgia C) celebrity endorsement D) durability E) branding
D) durability
Salespeople should most likely think of needs in terms of: A) the product B) the industry as a whole C) the typical customer D) each specific customer E) the competition
D) each specific customer
A purchase based more on feelings than on logic is a(n): A) product buying motive B) patronage buying motive C) rational buying motive D) emotional buying motive E) group buying motive
D) emotional buying motive
Yellow Freight Systems must provide clean, well-maintained trucks and well-trained drivers. This is most likely an example of a(n): A) value-added product B) generic product C) potential product D) expected product E) customer product
D) expected product
Salespeople who love their products, and possess vast product knowledge, sometimes overload their customers with product data that is neither wanted nor needed. Which term best describes this practice? A) product integration B) win-win selling C) customer overload D) feature dumping E) solution selling
D) feature dumping
Customized service agreements add value to a sale by: A) allowing salespeople to charge more money for features that are usually free B) requiring salespeople to spend more time with customers C) convincing customers to spend more money on longer terms D) incorporating the customer's special priorities, feelings, and needs E) requiring that customers trust salespeople to keep their verbal promises
D) incorporating the customer's special priorities, feelings, and needs
The written proposal is best described as a(n): A) government formality that customers do not read B) standardized document that highlights pricing C) opportunity to demonstrate writing skills D) plan of action based on facts and assumptions E) analysis of competing products and services
D) plan of action based on facts and assumptions
When a teenage girl asks her best friends for their opinions on a career opportunity, she is most likely seeking support from which of the following groups? A) culture B) subculture C) social class D) reference E) mastery
D) reference
Which term refers to the process by which a salesperson uncovers and clarifies a customer's problem, works with the customer to create a vision of how things could be better, and then develops a plan for implementing the vision? A) product development B) quality control C) field testing D) solution selling E) product configuration
D) solution selling
Which of the following efforts is used by progressive marketers to improve the quality of the prospecting process? A) Shorten the sales cycle by quickly determining which new prospects are qualified. B) Reduce the number of prospects who board the "Ferris wheel." C) Avoid the temptation of developing quality standards, which disrupts the prospect flow. D) Increase the use of telemarketing efforts to identify likely prospects. E) Make more cold calls to increase the volume and quality of prospects in the pipeline.
A) Shorten the sales cycle by quickly determining which new prospects are qualified.
A study of buying behavior reveals that most people make buying decisions based on: A) a combination of emotional and rational buying motives B) emotional buying motives only C) rational buying motives only D) social buying motives only E) group theory motives only
A) a combination of emotional and rational buying motives
Which of the following is NOT an example of performance data? A) a list of product service centers available to customers B) the AHAM certification seal C) a label on a storm window that indicates the product's "R" value D) a window sticker on an automobile that lists the EPA gas mileage figures E) research sheets on server downtime and data transfer rates
A) a list of product service centers available to customers
A good way to determine a customer's satisfactions is to: A) ask the customer questions about their needs B) find out what competitors are doing C) utilize a research database D) run statistical modeling E) conduct training sessions
A) ask the customer questions about their needs
An aroused need, drive, or desire is referred to as a(n): A) buying motive B) undifferentiated motive C) compelling motive D) rational motive E) personal motive
A) buying motive
Ray Fernández is a sales representative employed by Computer Resources, a computer supplier that develops customer solutions that combine computer hardware, software, installation, and training. When Ray brings together many parts of the company's product mix in order to develop a customized customer solution, this is referred to as: A) developing a product configuration B) establishing a strategic priority C) qualifying product benefits D) quantifying product features E) creating a value statement
A) developing a product configuration
Product buying motives include: A) engineering preference B) social preference C) method preference D) purchase preference E) frequency preference
A) engineering preference
What most likely leads a prospect to purchase one product instead of another? A) product buying motives B) patronage affiliations C) buyer resolutions D) group emotional needs E) physiological concerns
A) product buying motives
Which stage in the typical buying process occurs after a customer has evaluated solutions but before a purchase is made? A) resolution of problems B) needs awareness C) solution selling D) pre-purchase E) implementation
A) resolution of problems
A value proposition is best defined as a: A) set of benefits a firm promises to deliver to satisfy customer needs B) demand-based model for structuring the marketing mix C) strategy for aligning features and prices D) firm's international positioning strategy E) function of long term production costs
A) set of benefits a firm promises to deliver to satisfy customer needs
Value creation investments are the highest in: A) strategic alliance sales B) transactional sales C) generic sales D) consultative sales E) collaborative sales
A) strategic alliance sales
Joe Girard's "Ferris Wheel" concept assumes which of the following? A) The optimal ratio of customers to prospects is 66 percent. B) If the customers are sold the correct product and given good service, a company will not lose customers. C) A certain number of customers will be lost every year by most companies. D) Departing customers must be replaced by new customers at an equal rate. E) Salespeople will do better prospecting when they think of the process as a roller coaster.
C) A certain number of customers will be lost every year by most companies.
Which of the following is NOT a service-quality dimension? A) responsiveness B) assurance C) durability D) reliability E) empathy
C) durability
Which influence on buying decisions is defined as a set of characteristics and social behaviors based on the expectations of others? A) reference group B) social class C) role D) culture E) process
C) role
Most written proposals include all of the following components EXCEPT a(n): A) overview B) schedule C) objective D) hypothesis E) rationale
D) hypothesis
The stages a product goes through from the time it is first introduced to the market until it is discontinued is called the: A) natural evolution B) amortization C) position D) product life cycle E) specific feature
D) product life cycle
When a salesperson asks a customer to prepare a note or letter of introduction that can be delivered to the potential customer, this person is using which prospecting method? A) networking B) mail inquiry C) cold canvass D) referral E) trade show
D) referral
According to Abraham Maslow, self-fulfillment is achieved through satisfaction of which of the following needs? A) esteem B) social C) safety and security D) self-actualization E) fullness
D) self-actualization
Which of the following statements about the sources of product knowledge is most likely true? A) Company product literature is of less value to salespeople than it is to customers. B) The best source of information on the product is the director of sales. C) Plant tours would be of little value to people in retail and service selling. D) A salesperson cannot really understand the product until spending time on the manufacturing line producing it. E) Examining and using the product can give a salesperson in-depth knowledge of its features.
E) Examining and using the product can give a salesperson in-depth knowledge of its features.
Which of the following statements about social class is most likely true? A) People in the lower classes purchase items less impulsively than upper class shoppers. B) Social scientists agree that there are an unlimited number of social classes. C) "New money" people possess inherited wealth, often acquired several generations before. D) It is virtually impossible to move from one social class to another. E) Social class is determined by a combination of factors such as income, education, occupation, and accumulated wealth.
E) Social class is determined by a combination of factors such as income, education, occupation, and accumulated wealth.
Which of the following is most likely true of sales letters? A) Sales letters should use the same format as an email. B) Sales letters should minimize the use of white space. C) Most sales letters include not more than two paragraphs. D) Because a sales letter is an introduction, formal language is unnecessary. E) The use of the personal pronoun "I" should be minimized as much as possible.
E) The use of the personal pronoun "I" should be minimized as much as possible.
Customer satisfaction most likely arises from: A) product price B) the product itself C) the company that makes or distributes the product D) the salesperson who sells and services the product E) a combination of the product, company, and salesperson
E) a combination of the product, company, and salesperson
Which service-quality dimension refers to the knowledge and courtesy of employees? A) responsiveness B) empathy C) reliability D) tangibles E) assurance
E) assurance
The "invisible" customer who receives a salesperson's written proposal should most likely be considered a(n): A) ideal customer B) current customer C) neutral party D) competing salesperson E) decision maker
E) decision maker
Which of the following is a buyer benefit that could be used by a person selling automobile tires? A) steel belted B) service in all fifty states C) 30,000-mile rating D) manufactured in the U.S.A. E) greater driving safety
E) greater driving safety
A major barrier to prospecting is time. Therefore, salespeople should: A) try to avoid spending time available for actual selling on prospecting B) try to spend at least 50 percent of every week on prospecting C) get involved in prospecting only after completing all regular selling activities D) assign prospecting tasks to lower-level employees E) integrate prospecting activities with regular selling duties
E) integrate prospecting activities with regular selling duties
A problem a salesperson could run into with regard to knowing the product extensively is: A) relying on written proposals B) conducting a thorough presentation C) knowing more than the other salespeople D) exhibiting a bad attitude at sales meetings E) misjudging the customer's product knowledge
E) misjudging the customer's product knowledge
Which of the following motives would most likely make a customer buy from the same business they have been buying from? A) systems buying motives B) emotional buying motives C) brand loyalty motives D) product buying motives E) patronage buying motives
E) patronage buying motives
Low-involvement buyers care mostly about: A) specifications B) durability C) loyalty D) brand E) price
E) price
Product positioning is largely a function of: A) product expertise B) pricing strategies C) industry standards D) market segmentation E) product differentiation
E) product differentiation
Becoming familiar with a customer's satisfactions is necessary for a salesperson to move from: A) transactional selling to product selling B) solution selling to value-added selling C) new buy selling to constructive selling D) product selling to complimentary selling E) product selling to solution selling
E) product selling to solution selling
Networking, as it applies to the field of selling, is a method of prospecting that: A) utilizes the telephone and cold calling strategies B) remains popular only in the telecommunications field C) is seldom used today because of the rise of social media D) is considered unethical in most industries because of lawsuits E) relies on making contacts with people and profiting from the connections
E) relies on making contacts with people and profiting from the connections
A salesperson would most likely use a CRM system to: A) categorize commission rates B) qualify potential sales leads C) file corporate bank records D) monitor competitors' customers E) send product information to customers
E) send product information to customers
Which type of selling appeals to buyers who prefer to purchase a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation? A) modified selling B) bundled-option selling C) straight selling D) transactional selling E) systems selling
E) systems selling
Satisfactions can come from: A) research studies done on the product B) the board of directors of the company C) any company that makes a competing product D) the customer who buys the product E) the salesperson who sells the product
E) the salesperson who sells the product
In order to bring the Walker Hotel and Convention Center up to industry standards, each guest room was redecorated with new wallpaper, drapes, carpeting, mattresses, and sofas. Melanie Simms, sales manager for the Center, has recommended that guest rooms be upgraded with the addition of wide desks, free wi-fi, and 24-hour room service. From the viewpoint of most business travelers, these changes would result in the creation of a(n): A) potential product B) generic product C) expected product D) mature product E) value-added product
E) value-added product
Quantifying the solution can be performed with a cost-benefit analysis or with a(n): A) frequency analysis B) regression analysis C) feature-benefit presentation D) pricing model E) ROI calculation
E) ROI calculation
Which step in the buying process most likely adds customer value after the sale? A) need awareness B) evaluation of solutions C) resolution of problems D) purchase evaluation E) implementation
E) implementation
When developing a product strategy, the salesperson must: A) review information on consumer motivation B) adopt the marketing concept C) adopt the sure-win philosophy D) consider price above other aspects of the product E) use feature-benefit analysis
E) use feature-benefit analysis
According to the buyer resolution theory, which of the following is an important factor that the consumer is likely to consider before making a purchase? A) Where should I store the product after purchase? B) What is a fair price? C) How many sellers are in the market? D) When should I make the payment? E) From whom should I ask advice about the purchase?
B) What is a fair price?
Which one of the following is a guideline for effective networking? A) Limit the number of people you meet in a given setting. B) When you meet someone, tell the person what you do. C) Follow up on every contact you meet. D) Always conduct business while networking. E) Only offer a business card if the other person asks for it.
B) When you meet someone, tell the person what you do.
Successful sales presentations convert product features into: A) closed sales B) buyer benefits C) product applications D) selling appeals E) research statistics
B) buyer benefits
Your ability to separate yourself and your product from that of your competitors is referred to as: A) positioning B) differentiation C) value processing D) product placement E) marketing alliance
B) differentiation
Which term refers to the decisions and activities that are intended to create and maintain a certain product concept in the customer's mind? A) feature dumping B) product positioning C) product configuration D) value clustering E) strategic marketing
B) product positioning
Which type of price discount would most likely be offered by a ski lodge during the summer months? A) quality discount B) seasonal discount C) promotional allowance D) associate allowance E) functional discount
B) seasonal discount
When setting professional fees, which of the following should LEAST likely be considered? A) professional experience B) exclusivity of skills C) number of channels D) value to clients E) target market
C) number of channels
Creating a value proposition is a way of: A) choosing prices for products B) scaling prices to different markets C) positioning your product in the marketplace D) keeping your product on the same level as others in the market E) choosing sales objectives that align with the firm's long-term goals
C) positioning your product in the marketplace
Which of the following is an example of a bridge statement? A) "You will get good gas mileage when you buy this car." B) "These are the finest fund-raising donuts you can buy." C) "This hotel has 24-hour room service and free parking." D) "Buy one, get one at half price." E) "We have trained technicians, so you will experience less downtime."
E) "We have trained technicians, so you will experience less downtime."
Which type of consumer buying situation requires very little consumer involvement and brand differences are usually insignificant? A) habitual buying decision B) straight rebuy decision C) complex buying decision D) modified rebuy decision E) partner buying decision
A) habitual buying decision
Cross-generational selling is most likely a challenge because different generations: A) have different basic emotional needs B) prefer different forms of contact C) have different physiological needs D) feel mistrust for each other E) have power dynamic issues
A) have different basic emotional needs B) prefer different forms of contact
The positioning process: A) must be continually modified to match customer wants and needs B) is a fixed value-added process conducted by the salesperson C) involves isolation from the competition D) is performed by the customer in the buying cycle E) should be performed every five years
A) must be continually modified to match customer wants and needs
When customers ask, "What is the anticipated rate of return on this mutual fund?" they are requesting product information from the category of: A) performance data B) product design C) manufacturing process D) product application E) quality improvement
A) performance data
In order for a customer to arrive at a buying decision, the salesperson should present the product according to: A) the individual customer's needs B) the salesperson's point of view C) a standardized procedure or presentation D) the buyer profile based on industry research E) the chronological timeline of the product
A) the individual customer's needs
A typical company will lose approximately what percent of its customers every year? A) 5 to 10 B) 15 to 20 C) 25 to 30 D) 35 to 40 E) 45 to 50
B) 15 to 20
Which of the following statements regarding product benefits is most likely true? A) People do not buy benefits, they buy features. B) A benefit provides the customer with a personal advantage. C) Prospects usually display equal interest in features and benefits. D) Product features and benefits are the same but presented differently to consumers. E) Salespeople should avoid describing features and focus exclusively on product benefits.
B) A benefit provides the customer with a personal advantage.
According to the text, Ashley Pineda of the Pulte Group needs to do which of the following before meeting with customers? A) Rehearse her sales presentation until she has it memorized. B) Conduct research to determine each customer's specific needs. C) Contact the home office to confirm the customer's address. D) Meet with her sales manager about her flagging sales. E) Implement a systems selling strategy director.
B) Conduct research to determine each customer's specific needs.
The goal of selling strategies for new and emerging products is to: A) encourage current customers to rebuy B) build desire for the product C) create customer relationships D) sell more units at a lower price E) maintain consumer buying habits
B) build desire for the product
Research reported in the Harvard Business Review indicates that it is very difficult to build customer loyalty if a firm is selling only the ________ product. A) generic B) expected C) potential D) value-added E) sales
B) expected
The three major types of organizational buying situations are: A) new task buy, rebuy, and limited task buy B) new task buy, straight rebuy, and modified rebuy C) habitual buying decisions, variety-seeking buying decisions, and complex buying decisions D) transactional buy, consultative buy, and strategic alliance buy E) transactional buy, product buy, strategy buy
B) new task buy, straight rebuy, and modified rebuy
A collection of beliefs, behaviors and work patterns held in common by people employed by a specific firm is a(n): A) organizational value B) organizational culture C) mission statement D) strategic philosophy E) corporate vision
B) organizational culture
When products are indistinguishable or there is a prior relationship between customer and vendor, a purchase is most likely based on a(n): A) product buying motive B) patronage buying motive C) rational buying motive D) emotional buying motive E) group buying motive
B) patronage buying motive
As the level of competition increases, especially in the case of a mature product, salespeople should most likely consider future possibilities, known as the ________ product. A) expected B) potential C) generic D) value-added E) well-established
B) potential
A manufacturer tests, modifies, and retests an original idea several times before offering it to the consumer. This process is called: A) data mining B) product development C) product application D) manufacturing analysis E) product configuration
B) product development
Which term refers to measuring products and services against established standards? A) data mining B) quality control C) solution selling D) feature dumping E) product configuration
B) quality control
A customer will tend to screen out or modify stimuli. This process is known as: A) conscious input B) selective attention C) discrimination D) selectivity E) sensation
B) selective attention
What is the most likely drawback of using too many technical terms during a sales presentation? A) a salesperson making a misstatement B) the customer being too intimidated to purchase C) the customer knowing more about the product than the salesperson D) the customer wanting a product with fewer capabilities and benefits E) the customer asking the salesperson difficult questions that cannot be answered
B) the customer being too intimidated to purchase
Which of the following is a factor that determines a product's life cycle stage? A) the length of time the product sits in the warehouse before shipping B) the product's benefits and the importance of the needs it fulfills C) the competitors' compensation structure for salespeople D) changes in the product's production method E) the length of time a product has been around
B) the product's benefits and the importance of the needs it fulfills
Which of the following statements regarding general and specific benefits is most likely true? A) Benefit statements linked to explicit needs are not especially effective for complex sales. B) A feature statement is general, but any benefit is specific when presented as an advantage. C) A general benefit is a product feature for which the buyer has not expressed a need. D) Experienced salespeople focus on bringing attention to a product's general benefits. E) Highlighting as many general benefits as possible during a presentation tends to lead to a sale.
C) A general benefit is a product feature for which the buyer has not expressed a need.
Which of the following questions is most relevant to qualifying a prospect? A) How long has the prospect been interested in the product? B) Does the prospect know the firm's decision maker? C) Can the prospect make the buying decision? D) Can the prospect pay in cash for the purchase? E) Has the prospect purchased anything similar before?
C) Can the prospect make the buying decision?
Which is most likely true regarding the differences between consumer and organizational buyers? A) Consumer buyers focus on complex, technical specifications, while organizational buyers focus on brand reputation. B) Consumers purchase for household consumption, while organizational buyers purchase for personal consumption. C) Consumer decisions are usually made by individuals, while organizational decisions are frequently made by several people. D) Consumer purchases are based primarily on rational criteria, while organizational purchases are based primarily on emotional responses to products or promotions. E) Consumers mostly engage in a lengthy decision process, while organizational buyers make quick decisions.
C) Consumer decisions are usually made by individuals, while organizational decisions are frequently made by several people.
Which publication would most likely provide a salesperson with detailed information on the citizens of a specific community? A) Middle Market Directory B) Thomas Register of American Manufacturers C) Polk City Directory D) Standard and Poor's Corporation Records Service E) Encyclopedia of Associations
C) Polk City Directory
Throughout the sales presentation, it is usually best to: A) describe the weakness of competing products frequently B) discuss competing products even if you are unfamiliar with them C) avoid shifting attention away from your product to competing products D) refuse to answer any questions about competing products E) be proactive about discussing competing products
C) avoid shifting attention away from your product to competing products
The Whirlpool company most likely created a house filled with company products so that salespeople could: A) conduct tests with competing products B) see the full life cycle of the appliances C) become familiar with the products D) bring customers to see the products in use E) explore price configuration options
C) become familiar with the products
Which of the following would most likely help a salesperson to position and differentiate a product as better than other products in the market? A) cost-benefit analysis worksheet B) ROI calculator C) competitive analysis worksheet D) analysis regression E) statistical model
C) competitive analysis worksheet
n which value creation selling approach do salespeople focus a great deal of attention on customers' needs awareness? A) transactional selling B) strategic alliance selling C) consultative selling D) new task selling E) system selling
C) consultative selling
The speed rating assigned to a motorcycle tire is an example of product: A) qualities B) applications C) features D) benefits E) design
C) features
In Maslow's theory, after physiological needs have been satisfied the next need level is likely to be: A) self-actualization B) psychological awareness C) freedom from danger D) worthiness in the eyes of others E) food and shelter
C) freedom from danger
Money that a bank has available for customer loans would be an example of a(n): A) value-added product B) expected product C) generic product D) potential product E) customer product
C) generic product
Using the pronouns "you" and "your" in a sales letter: A) assumes the customer will definitely buy B) conveys an informal tone C) keeps the focus on the customer D) should be avoided if possible E) follows standard business letter format
C) keeps the focus on the customer
The goal of selling strategies for mature and well-established products is to: A) change buying habits B) build desire for the product C) maintain customer relationships D) sell more units at a lower price E) keep sales on an even level
C) maintain customer relationships
A purchase based on the result of an objective review of available information is based on a(n): A) product buying motive B) patronage buying motive C) rational buying motive D) emotional buying motive E) stable buying motive
C) rational buying motive
Which of the following most likely covers transportation costs incurred by channel intermediaries? A) seasonal discount B) associate allowance C) trade discount D) promotional allowance E) quantity discount
C) trade discount
