Sales Chapter 2

Front 1

A term used when a buyer relied on the seller’s statements in making a purchase decision.

Back 1

Basis of the bargain

Front 2

Term used by buyers to define trust; honesty of the spoken word.

Back 2

candor

Front 3

Knowledge salespeople must have about their own company’s operation and policies.

Back 3

company knowledge

Front 4

A salesperson’s commonalities with other individuals.

Back 4

compatibility/likeability

Front 5

Knowledge of a competitor’s strengths and weaknesses in the market

Back 5

competitor knowledge

Front 6

Term used by buyers to define trust.

Back 6

confidentiality

Front 7

Something given to better a situation or state for a buyer.

Back 7

contributions

Front 8

Information about customers that is gathered over time and from very different sources that helps the salesperson determine what needs those customers have to better serve them.

Back 8

customer knowledge

Front 9

The act of salespeople placing as much emphasis on the customer’s interests as their own.

Back 9

customer orientation

Front 10

Term used by buyers to define trust; predictability of a person’s actions.

Back 10

dependability

Front 11

The right and wrong conduct of individuals and institutions of which they are a part.

Back 11

ethics

Front 12

The ability, knowledge, and resources to meet customer expectations.

Back 12

expertise

Front 13

A way a salesperson can create product liabilities by giving a product warranty or guarantee that obligates the selling organization even if the salesperson does not intend to give the warranty.

Back 13

express warranty

Front 14

Term used by buyers to define trust.

Back 14

fairness, honesty

Front 15

Knowledge a salesperson must have about their industry’s history and current situation.

Back 15

industry knowledge

Front 16

Knowledge tools salespeople must have if larger companies break their customers into distinct markets; salespeople must be familiar with these markets to specialize their sales presentations.

Back 16

market knowledge

Front 17

A way a salesperson can create product liabilities by making a false claim about a product thinking it is true.

Back 17

misrepresentation

Front 18

Away a salesperson can create product liability by making a claim about a product without exercising reasonable care to see that this claim is accurate.

Back 18

negligence

Front 19

Term used by buyers to define trust.

Back 19

openness, predictability

Front 20

Knowledge tools salespeople must have about pricing policies in order to quote prices and offer discounts on products.

Back 20

price knowledge

Front 21

Detailed information on the manufacture of a product and knowing whether the company has up-to-date production methods.

Back 21

product knowledge

Front 22

Knowledge tools salespeople must have to explain promotional programs their firms have.

Back 22

promotion knowledge

Front 23

Term used by buyers to define trust.

Back 23

reliability, security

Front 24

Concerns of the buyer that should be addressed by the salesperson.

Back 24

service issues

Front 25

Knowledge tools salespeople must have about the latest technology.

Back 25

technology knowledge

Front 26

The extent of the buyer’s confidence that he or she can rely on the salesperson’s integrity.

Back 26

trust

Front 27

Trust means different things to different people. Accordingly, in order to earn the trust of their customers, salespeople must:
a. demonstrate their dependability.
b. be completely candid about everything with their customers.
c. first determine what trust means to their customers.
d. always do what's right for the selling organization.
e. none of these choices are correct.

Back 27

c. first determine what trust means to their customers

Front 28

A salesperson's ability to safeguard all confidential information the buyer shares with him or her is a reflection of his or her ________.
a. honesty
b. expertise
c. compatibility
d. customer-orientation
e. candor

Back 28

d. customer orientation

Front 29

Which of the following is not a component of trust?
a. Expertise
b. Dependability
c. Candor
d. Trust
e. All of these choices are components of trust.

Back 29

d. trust

Front 30

Al, a salesperson for the Slammer Golf Club company, always tries to place his customers' interests ahead of his own. By doing so, Al earns his customers' trust because his customers perceive him as ________.
a. reliable
b. customer oriented
c. candid
d. an expert
e. a contributor

Back 30

b. customer oriented

Front 31

Which of the following is not one of the knowledge bases a salesperson may use to help build trust?
a. Technology
b. Company
c. Product
d. Service
e. All of these choices are bases a salesperson may use to help build trust.

Back 31

e. all of these choices are bases a salesperson may use to help build trust

Front 32

Susan is a salesperson who has trouble earning the trust of her customers because she rarely knows what aspects of her offer may or may not be negotiated. Susan should seek work on developing her ________ knowledge base.
a. Technology
b. Promotion and Price
c. Product
d. Service
e. All of these choices are bases a salesperson may use to help build trust.

Back 32

b. promotion and price

Front 33

Suppose Keith, a salesperson for Apex Copiers, tells a customer his copier will hold 2000 sheets of paper. Which of the following is correct?
a. Keith has created an express warranty.
b. Keith is being negligent if the copier will not hold 2000 sheets of paper.
c. Keith and his company are only responsible for claims made in writing.
d. Keith doesn't have to be accurate about the amount of paper the copier will hold.
e. None of these is an accurate statement.

Back 33

a. Keith has created an express warranty

Front 34

Which of the following represents illegal activity or behavior?
a. Being pushy.
b. Using high pressure tactics.
c. Exaggerating benefits.
d. Deceiving a customer.
e. None of these is an illegal activity.

Back 34

e. none of these is an illegal activity

Front 35

Which of the following statements is true?
a. Sometimes buyers initiate unethical behavior.
b. Exaggerating benefits is usually unethical.
c. Misusing the company's assets is unethical.
d. Sales managers may initiate unethical behavior.
e. All of these choices are true statements.

Back 35

e. all of these choices are true statements

Front 36

Organizations are dealing with sales ethics by:
a. developing codes of ethics.
b. training salespeople on their organization's policies and culture.
c. letting the salespeople decide what behavior is acceptable.
d. relying on salespeople to do the right thing most of the time.
e. developing codes of ethics and training salespeople on their organization's policies and culture are correct.

Back 36

e. developing codes of ethics and training salespeople on their organization's policies and culture are correct

Front 37

Trust is as important to short-term transaction-based selling as it is to long-term relationship oriented selling.

True
False

Back 37

False

Front 38

Given the increased need for everything to "be in writing," trust isn't as important today as it was in the past.

True
False

Back 38

False

Front 39

In order to help earn trust, a salesperson's expertise must translate into observable results and contributions for the buyer.

True
False

Back 39

True

Front 40

It is possible for someone to be honest but not candid.

True
False

Back 40

True

Front 41

Rapport building skills are important to a salesperson's ability to be perceived as compatible.

True
False

Back 41

True

Front 42

Salespeople need to know a lot about their products, but they don't need to know very much about their competitors.

True
False

Back 42

False

Front 43

Ethics refers to right and wrong conduct of individuals and institutions of which they are a part.

True
False

Back 43

True

Front 44

Ethics are culturally based and vary from organization to organization and country to country.

True
False

Back 44

True

Front 45

Unethical activities are always illegal.

True
False

Back 45

False

Front 46

Express warranties must be in writing

True
False

Back 46

False