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111 Cards in this Set
- Front
- Back
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According to the CEO of the Canadian Professional Sales Association, howhave better educated and more sophisticated buyers, increased access to information andintensified competition due to globalization changed the practice of professional selling? |
Sales professionals must adopt a value-based approach to help improve thecustomer’s bottom-line. |
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Which promotional tool of marketing relies heavily on interpersonalcommunication and interaction between buyers and sellers? |
Personal Selling |
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Adding value for customers by helping them to find ways to improve theirbottom-line is a benefit of using which of the following promotional tools? |
Personal Selling |
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Kevin is a salesperson who relies heavily on trust building with customers.What is this style of selling known as? |
Trust-based relationship selling |
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The essential difference between personal selling and other promotional toolsthat helps salespeople to create value is which of the following? |
interpersonal communication with buyers |
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Susan’s customers tell her that they are concerned about what they are receivingin exchange for what they are paying. In other words, what are they concerned about? |
Customer value |
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In terms of marketing resources spent, which promotional tools do business-to-business marketers consider to be the most important? |
Personal selling |
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What is the primary objective of transaction-focused selling? |
Maximizing sales in the short run |
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According to the textbook, what is the term for the series of conversationsbetween buyers and sellers that takes place over time in an attempt to build relationships? |
Sales Dialogue |
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What is the primary difference between transaction-focused selling and trust-based relationship selling? |
Trust-based relationship selling takes a long-term approach to adding value forcustomers. |
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What are the desired outcomes in trust-based relationship selling? |
trust, mutual benefits and enhanced profits |
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Jennifer follows the trust-based relationship selling strategy when dealing withher customers. As such, her role in how her customers make buying decisions can best becharacterized by which of the following? |
She is actively involved in the customer’s buying decision process. |
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With respect to the knowledge required by the sales person, the differencebetween transaction-focused selling and trust-based relationship selling can best becharacterized by which of the following statements? |
A sales person using trust-based relationship selling needs to know more about thecustomer’s business and industry than in transaction-focused selling. |
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Jeff’s last visit to a new, potentially large customer was spent entirely ongetting to know the buyer in an effort to build rapport and trust, so much so that very littlebusiness was discussed during the visit. When attempting to set up an appointment for areturn visit, the buyer seemed reluctant to make time in his schedule to see Jeff. What is themost likely reason? |
The buyer did not see any value in continuing a sales dialogue with no clearpurpose or customer focus. |
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According to the textbook, what is the key to effective sales dialogue? |
both parties participating and benefiting from the process |
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When did true salespeople, those who earned a living from selling, start toexist in sizeable numbers? |
during the Industrial Revolution in England |
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In the evolution of personal selling, why were early salespeople often treatedwith contempt? |
due to their frequent use of deception in the selling process |
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With the onset of the Industrial Revolution in the middle of the eighteenthcentury, why did the economic justification for salespeople gain momentum? |
to reach new customers in geographically dispersed markets |
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John H. Patterson of the National Cash Register Company (NCR) is generallycredited with the invention of the canned sales presentation. How is it best characterized? |
as a sales presentation that is very structured and generally based on a written script |
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According to its creator, upon what premise was the invention of the cannedsales presentation based? |
Selling is a learned skill not a personality trait. |
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In the evolution of personal selling, what is the modern era best characterizedby? |
increased professionalism on the part of salespeople |
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Which factor makes it difficult for sales to be considered a true profession? |
The sales industry lacks a uniform ethical code. |
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In the continued evolution of personal selling, what is the best response to thechallenge of intensified competition? |
more focus on creating and delivering customer value |
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In the continued evolution of personal selling, what is the best response to thechallenge of improving sales productivity? |
increased use of technology |
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In the continued evolution of personal selling, what is the best response to thechallenge of fragmentation of traditional customer bases? |
sales specialists for specific customer types |
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According to the textbook, which of the following marketing communicationstools do business firms spend the most amount of money on? |
personal selling |
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What are the two basic ways in which salespeople have contributed to theeconomic growth of Canada? |
by stimulating economic transactions and increasing diffusion of innovation |
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Janice is a sales representative for a firm that develops and manufacturesleading-edge products in the electronics industry. As a result, she spends a great deal of timeshowing prospective customers how her company’s new products will better meet theirneeds. In this regard, how is she contributing to economic growth? |
by furthering the diffusion of innovation |
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The contributions made by salespeople to their employers are largely based onwhich of the following factors? |
direct contact with customers |
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According to the textbook, in considering the responsibility for revenueproduction, who usually feels the brunt of the pressure along with the salespeople? |
the firm’s management staff |
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Support for the idea that salespeople are the most important people within anorganization comes from which of the following roles performed? |
salespeople as revenue producers |
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Due to the extensive direct contact that salespeople have with existing andprospective customers, what do many companies do? |
regard salespeople as key sources of market information and feedback |
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In which of the following aspects of achieving a market orientation dosalespeople have the most opportunity to participate? |
the gathering of information about customers’ needs and competitors’ capabilities |
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Susan is a recent graduate with a degree in business and considers herself to bevery career oriented and ambitious. Why should she consider a position in sales? |
She can make a lot of money in sales given the right circumstances. |
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According to the textbook, given the increasing importance of building trustwith customers and an emphasis on establishing and maintaining long-term relationships,which of the following best characterizes today’s buyers’ expectations of salespeople? |
Buyers expect salespeople to contribute to the success of the buyer’s firm. |
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According to the textbook, why do salespeople often experience conflict whenperforming their jobs? |
Salespeople must serve the often-conflicting demands of customers, theiremployers, and society. |
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Which approach to personal selling involves salespeople altering their salesmessages and behaviours during a sales presentation or as they encounter different salessituations and different customers? |
adaptive selling |
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What is the process of helping customers to reach their strategic goals by usingthe products, services, and expertise of the sales organization? |
Consultative selling |
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According to the textbook, need satisfaction, problem-solving, and consultativeselling approaches have one thing in common, which mental states and stimulus-responsesapproaches do not. What is it? |
Adaptive selling |
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According to the textbook, which of the following personal selling approachesis considered to be the simplest? |
Stimulus response |
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Where can the origins of the stimulus-response approach to personal selling befound? |
early experiments in animal behaviour |
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What is the major limitation of the stimulus-response approach to personalselling? |
lack of flexibility |
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According to the textbook, the stimulus-response approach to personal sellingis most suitable for which of the following situations? |
when buyers are unsophisticated and decisions are considered relativelyunimportant and made quickly |
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The mental states or formula approach to personal selling assumes that buyersmust be led through four mental states. In which order do these mental states typicallyoccur? |
attention, interest, desire, action (AIDA) |
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What is a serious limitation of the mental states or formula approach topersonal selling? |
lack of customer orientation |
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What is the foundation of the need satisfaction approach to personal selling? |
Customers purchase to satisfy a particular need or set of needs. |
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In comparison to stimulus-response and mental states approaches, whatadvantages does need satisfaction selling have? |
The method focuses on the buyer and his or her needs. |
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The problem-solving selling approach is considered an extension of which ofthe following? |
need satisfaction selling |
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What is the primary difference between the problem-solving selling approachand need satisfaction selling? |
The problem-solving selling approach requires more time on considering the fullimpact of the problem identified and how the proposed solution delivers significantcustomer value. |
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According to the textbook, which of the following is a potential disadvantageof using the problem-solving selling approach? |
It can often take more time than either sellers or buyers are willing to spend. |
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Which personal selling approach involves helping customers to reach theirstrategic goals by using the products, services, and expertise of the sales organization? |
consultative selling |
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A salesperson who arranges the use of the sales organization’s resources in aneffort to satisfy the customer is said to be playing which of the following roles? |
strategic orchestrator |
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A salesperson who spends time to learn a customer’s business so that he or shecan then better advise them on how the selling firm’s products compare to competitiveofferings is said to be performing which of the following roles? |
business consultant |
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David is always willing to support his customers even when an immediate saleis not expected. How is David likely to be perceived by his customers? |
as a long-term ally |
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In an effort to sell to a new account, Sarah has spent considerable time learningabout the customer’s industry as well as educating the buyer as to how her productscompare to competitive offerings. This process has required making numerous sales visitswith no immediate prospect of securing an order. Which selling approach is Sarah using? |
Consultative selling |
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According to the textbook, as a result of its continued evolution, how is theselling process now increasingly viewed? |
as a relationship management process |
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Honesty, dependability, customer orientation, expertise, and compatibility areall factors that salespeople use to do which of the following? |
earn the trust of customers as the basis for developing a lasting relationship |
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How is the selling process usually described? |
as a series of interrelated steps |
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The textbook suggests that in addition to having certain attributes to inspiretrust with customers, being successful requires salespeople to do which of the following? |
adapt the selling strategy to fit the situation |
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According to the textbook, how are the steps in the sales process bestcharacterized? |
highly interrelated, often overlapping, and not necessarily a strict sequence ofevents |
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Which statement best characterizes the relationship between sales as a careerchoice and job security? |
Salespeople have greater job security due to their role as revenue producers. |
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Why do salespeople tend to have good opportunities for career advancement? |
Many key success factors in sales are transferable skills to management positions. |
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In comparison to other positions within an organization, what sort of feedbackon their performance do salespeople receive? |
constant and immediate feedback |
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Which statement best characterizes selling as a career choice with respect tooccupational prestige? |
Despite negative portrayals in the media in the past, salespeople are increasinglybeing seen as knowledgeable, well trained, educated, and capable of solvingcustomer problems. |
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Jessica works for a large pharmaceutical company and spends the majority ofher time calling on physicians to promote her company’s extensive line of medications sothat they will be more likely to prescribe them to their patients in the future. Which type ofpersonal selling jobs does Jessica have? |
sales support: detailer |
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Scott works in the new business development department of a large plumbingand heating equipment wholesaler. His primary responsibilities are to find new customersand to promote new products that the company introduces to the market. Which type ofpersonal selling job does Scott have? |
New business: pioneer |
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Karen works for a large manufacturer of women’s casual clothing. Her primaryresponsibility is to call on retailers who carry the company’s lines of clothing to ensure thatthey have adequate inventories of current products on hand, provide customer service, andsolicit orders for the coming season. Which type of personal selling job does Karen have? |
order taker |
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Customers like dealing with Frank because he is a salesperson who is able tosee their point of view and work with them to achieve their mutual objectives. What doesFrank have a high level of? |
empathy |
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What is an indication of the degree of determination a person has to achievegoals and overcome obstacles in striving for success? |
ego drive |
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What is the term for the degree to which a person is able to achieve anapproximation of inner drives? |
self-efficacy |
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What is the strong belief that success will occur on the job? |
Self efficacy |
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According to the textbook, personal selling and trust-based relationship sellingare essentially the same thing. |
False |
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The biggest advantage of personal selling over other forms of marketingcommunication is the high degree of customer feedback that results from direct contact withbuyers before, during, and after the sale. |
True |
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Companies practising business-to-business marketing spend more on advertisingthan personal selling due to the large number of buyers that must be reached with marketingcommunications. |
False |
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Ultimately, customer value is determined by the customer. |
True |
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The primary focus of trust-based relationship selling is achieving sales in theshort term. |
False |
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Customer value will vary depending on whose perspective is being considered,the customer’s or the salesperson’s. |
False |
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Salespeople involved in trust-based relationship selling are often activelyinvolved in the customer’s decision-making process. |
True |
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Transaction-focused selling and trust-based selling require similar skill sets. |
False |
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Strategic problem solving is a skill required by trust-based relationship sellingbut not by transaction-focused selling. |
True |
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In general, personal selling is moving from relationship-based methods totransaction-based methods. |
False |
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Sales dialogue consists of all conversations between buyers and sellers,regardless of focus or purpose. |
False |
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The canned sales presentation was developed by John H. Patterson of theNational Cash Register Company and was based on the premise that salespeople are “made,not born.” |
True |
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In terms of the evolution of personal selling, the concept of a door-to-doorsalesperson did not appear until the Industrial Revolution. |
False |
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In the post–World War II period, firms expanded because of a surge indemand. |
True |
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Sales professionalism can be defined as a customer-oriented sales approachthat employs truthful but manipulative tactics to satisfy the long-term needs of both thecustomer and the selling firm. |
False |
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The new generation of salespeople will face demands from sophisticatedbuyers, economic uncertainties, and new technologies.The new generation of salespeople will face demands from sophisticatedbuyers, economic uncertainties, and new technologies. |
True |
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Public trust in the sales profession has been enhanced by widely availableprofessional certification programs similar to the CA or CMA designations found in theaccounting profession. |
False |
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According to the textbook, many believe that sales cannot be considered a trueprofession due to the absence of a universal code of ethics and a mechanism for dealing withviolators. |
True |
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As revenue producers, salespeople are expected to stimulate action in thebusiness world. |
true |
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Consumers who are likely to be early adopters of an innovation often rely onthe salesperson as a secondary source of information. |
False |
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Due to high travel and other employment expenses, salespeople are often thefirst to be let go when a company downsizes in response to tough economic times. |
False |
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To maintain focus, salespeople should be concerned only with generating salesrevenue. |
False |
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Salespeople are rarely involved in market research because their time is betterutilized in sales efforts. |
False |
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Salespeople rarely get promoted into management positions because theirtraining makes them too valuable where they are. |
False |
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As their key contact with suppliers, professional buyers expect salespeople tocoordinate all aspects of the product and service to deliver maximum value. |
True |
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In today’s highly competitive markets, it is virtually impossible for salespeopleto simultaneously serve the needs of customers, employers, and society. |
False |
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When salespeople alter their sales messages and behaviours during a salespresentation or as they encounter different sales situations, they are using manipulativeselling. |
False |
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Common selling approaches for trust-based relationship selling include needsatisfaction, problem solving, and consultative approaches. |
True |
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The theoretical background for the stimulus-response approach to personalselling originated in early experiments with animal behaviour. |
true |
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The continued affirmation technique is a form of stimulus-response selling thatrecommends asking a series of questions that will generate “yes” responses from thecustomer as a precursor to agreeing to buy. |
True |
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Adaptability to different selling situations is the main advantage of stimulus-response selling. |
False |
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Stimulus-response selling is most effective in situations involving importantpurchase decisions and when time is not critical. |
False |
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Careful listening is required when using the mental states selling approach todetermine which stage the buyer is in at a given point in time. |
True |
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The AIDA method is an example of the mental states approach to selling. |
True |
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Similar to stimulus-response selling, the mental states approach relies onhighly unstructured sales presentations that must be adapted to each individual sellingsituation. |
False |
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Unfortunately, the need satisfaction approach tends to increase thedefensiveness of some prospects because the salesperson rapidly moves to the persuasivepart of the sales message after quickly establishing the buyer’s needs. |
False |
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In consultative selling, salespeople fulfill three primary roles: strategicorchestrator, business consultant, and order-taker. |
False |
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Most buyers like the problem-solving approach to selling because it takes theleast amount of time in comparison to other selling approaches. |
False |
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Consultative selling focuses on achieving the strategic goals of customersrather than just trying to meet needs or solve problems. |
TRUE |
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To avoid confusion, the trust-based sales process separates the selling processfrom the initiating, developing, and enhancing customer relationships processes. |
False |
