MKT 3427-Ch. 2

Information technology aids salespeople in creating and maintaining relationships with customers.
A company that ignores the marketing concept will not have any negative effects.
Value-added selling can be defined as a series of creative improvements within the sales process that enhance the customer experience.
Business firms vary in terms of how strongly they support the marketing concept.
E-commerce has contributed to the decline in popularity of transactional selling.
When measured by either the number of people employed or expenses as a percentage of sales, personal selling is often the major promotional method used by American businesses.
Consultative-style selling practices have become popular because they can be easily mastered.
A “strategy” can be best described as a collection of techniques, practices, or methods you use when you are face to face with a customer.
Consultative-style selling, which emerged in the late 1960s and early 1970s, is an extension of the marketing concept.
The four major strategies that form the strategic consultative selling model are independent of one another.
Typical salespeople spend about 30 percent of their time in actual face-to-face selling situations.
The presentation strategy includes a reminder that outstanding service should be the overriding theme of every sales presentation.
A major reason for the demise of the product solution is the growing number of look-alike products.
The partnering concept, as an enhancement of personal selling, became very popular in the 1970s.
The goal of strategic alliances is to achieve a marketplace advantage by teaming up with another company whose products fit well with your own.
In consultative selling, the customer is seen as:
A) a person to be served
B) a prospect to be sold
C) a customer to be retained
D) progress toward a quota
E) a challenge to be overcome
The development of a personal selling philosophy involves:
A) a full acceptance of the limits of the marketing concept
B) a full appreciation of the tenets of the free enterprise system
C) a desire to sell internationally
D) assuming the role of a problem-solver in helping customers make complex buying decisions
E) assuming the role of a competitor for customers’ money
Sales departments and marketing departments often compete for:
A) the largest number of employees in the company
B) the biggest customers
C) financial resources and budget share
D) management’s favor
E) product to give away
Which of the following statements accurately describes value-added selling?
A) Value-added selling has emerged as a response to the product strategy.
B) Value-added selling has emerged as a response to the customer economy.
C) Value-added selling surfaced during the era of transactional selling.
D) Value-added selling would not be an appropriate strategy in international markets.
E) Value-added selling is only appropriate for services, not products.
The ultimate goal of the “marketing concept” is:
A) product diversification
B) customer satisfaction
C) brand loyalty
D) rising profit margins
E) efficiency of production
Which of the following statements would NOT be an application of the marketing concept?
A) Let’s speed up production and get these products to customers faster by eliminating the field test.
B) Let’s show these product designs to some prospective buyers for their reactions.
C) Let’s examine our points of distribution to see if we’re reaching the market effectively.
D) Let’s do some research to see which colors the consumers prefer.
E) Let’s ask customers which products they used most heavily.
When UPS was first established, founder Jim Casey described the firm’s focus as follows:
A) to become a leader in international shipping
B) to become the world’s most profitable company
C) to render perfect service to our stores and their customers
D) to become the world’s most efficient shipping company
E) to become the fastest shipper in the world
The marketing mix consists of product, promotion, place, and:
A) personnel
B) principle
C) perfection
D) pride
E) price
In a market characterized by vigorous competition, look-alike products and customer loyalty that depends on quality relationships as well as quality products, the salesperson should fully utilize the:
A) product strategy
B) customer strategy
C) presentation strategy
D) relationship strategy
E) marketing strategy
A well-thought-out plan for establishing, building, and maintaining quality relationships is a:
A) relationship strategy
B) customer strategy
C) product strategy
D) presentation strategy
E) personal selling philosophy
Sharon Wiley is a sales representative employed by a leading producer of pharmaceuticals used in veterinary medicine. Recently she attended a university-sponsored seminar that focused on new research findings in selected areas of veterinary medicine. Ms. Wiley is attempting to develop a:
A) relationship strategy
B) customer strategy
C) service strategy
D) presentation strategy
E) product strategy
One broad strategic area of the Strategic/Consultative Selling Model is:
A) marketing strategy
B) research strategy
C) customer strategy
D) service strategy
E) budget strategy
Eric Villa obtained a license to sell real estate and then accepted a sales position with a local Century 21 agency. To prepare for this new position, he purchased and read a research report entitled “Buying Habits of Today’s Home Buyers.” Mr. Villa is attempting to develop a:
A) presentation strategy
B) product strategy
C) customer strategy
D) relationship strategy
E) price strategy
The four broad strategic areas of the Strategic/Consultative Selling Model are:
A) connected to each other
B) in conflict with each other
C) independent of each other
D) not independent of each other
E) identical to each other
Preparing objectives for the sales presentation and a plan to reach those objectives is the:
A) product strategy
B) customer strategy
C) presentation strategy
D) relationship strategy
E) marketing strategy
The customer strategy always takes into consideration:
A) maintaining a close partnership
B) what the customer needs
C) the profit margins of the product
D) the relationship between the selling partners
E) the company’s sales quotas
When a marketer decides to adopt partnering, emphasis will be placed on:
A) selling strategies
B) product development
C) selling tactics
D) the customer
E) the salesperson
The evolution of strategic selling can be traced to:
A) a need to use fewer salespeople to sell more products
B) the growing demand for less expensive products
C) the need for salespeople to master sales force automation practices
D) new levels of competition
E) several trends that resulted in a more complex selling environment
Customers want quality products and:
A) quality relationships
B) low prices
C) free shipping
D) custom installation
E) little contact
The highest form of partnering is the:
A) marketing alliance
B) value-added alliance
C) partnering alliance
D) customer partnership alliance
E) strategic selling alliance
A partnership is beneficial for both parties because the successive sales are:
A) equal to the initial sales
B) greater than the initial or repeat sales
C) not necessarily guaranteed
D) a function of the price of the product
E) transactional in nature
Account managers from Campbell’s help add value for their culinary customers by:
A) giving them cheaper prices
B) selling more products than the competition
C) helping them improve their menus
D) providing various payment options
E) expediting shipments
Achieving a marketplace advantage by teaming up with another company whose products or services fit well with your own is referred to as a:
A) marketing strategy
B) customer strategy alliance
C) sales strategy
D) strategic selling alliance
E) successive sales alliance
For a strategic alliance to be successful, the first step is for a company to:
A) enlist legal assistance to make sure its interests are protected
B) talk to the customer to discover what its needs are
C) assemble a team of product experts
D) define the ethical guidelines that will apply to the alliance
E) find out as much about the proposed partner as possible
Maintaining high ethical standards:
A) can strengthen your relationship with a customer
B) should be secondary to closing a sale
C) is rare in the world of sales
D) will lead to lost revenue for a company
E) often puts you in conflict with your customers
CRM software is used to hold information about:
A) research and development
B) competitors
C) prospects and customers
D) strategy
E) market trends
The process of building and maintaining strong customer relationships by providing customer value is called:
A) marketing concept
B) value-added selling
C) customer relationship management
D) personal sales philosophy
E) customer strategy
The effective exchange of information is the foundation of most economic transactions. This is known as:
A) exchange theory
B) personal selling
C) the value-added economy
D) the information economy
E) the post-consumer economy
Which of the following is a step to creating and delivering the customer value model?
A) creating the customer’s value needs
B) creating the value proposition
C) quantifying the value proposition
D) questioning the value proposition
E) presenting the value proposition
The promotion element of a marketing program can be subdivided into the areas of:
A) sales, promotion, and advertising
B) market research, personnel, and product publicity
C) product research, product design, product production, and product publicity
D) public relations, place, personal selling, and personnel
E) sales promotion, public relations, personal selling, and advertising

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