MKT 437 EXAM 1 QUESTIONS WITH
CORRECT ANSWERS
Describe the role of personal selling in marketing. - Correct Answers -Marketing is all
about the customer, personal selling is the communication between buyers and sellers
to develop and enhance relationships
Discuss the key roles of salespeople as financial contributors, change agents,
communications agents, and customer value agents. - Correct Answers -Financial
Contributors: key role in revenue production
Change agents: talk to customer about making better quality of life
Com. Agents: Talk between customers and employers
CVA: Knowledge (market, competition, product)
Coordination: work with other salespeople
Efficiency: is time spent with salesperson worthwhile
Explain the trust-based relationship selling process and how it differs from transactional
selling - Correct Answers -Aims to create long term relationships between seller and
buyer, more communication than transactional
Specialization - Correct Answers -certain individuals concentrate on performing some of
the required activities; sales people might sell certain products or call on certain
customers
Centralization - Correct Answers -important decisions are made at higher levels,
hierarchy
span of control - Correct Answers -number of individuals who report to each sales
manager
management levels - Correct Answers -the number of different hierarchical levels of
sales management
Understand the concept of selling strategy with its key elements of customer value and
alternative personal selling approaches - Correct Answers -planning of sales messages,
changes based off each customer
, Explain adaptive selling and five alternative approaches to selling: stimulus response,
mental states, problem solving, needs satisfaction, and consultative - Correct Answers -
Adaptive selling: modify sales messages based off unique customers and situations
stimulus response - Correct Answers -a sales approach, often called a "canned" sales
pitch, that uses specific statements (stimuli) to elicit specific responses from customers
mental states selling - Correct Answers -assumes that the buying process for most
buyers is essentially identical and that buyers can be led through certain mental states,
or steps, in the buying process
Problem solving - Correct Answers -developing alternative solutions for satisfying
needs. uses SPIN (Situation, Problem, Implications, Need payoff)
Need satisfaction - Correct Answers -customers will be motivated to buy to satisfy
particular needs
Consultative selling - Correct Answers -The process of helping customers reach their
strategic goals by using the products, services, and expertise of the sales organization.
Discuss current trends in sales professionalism: complexity - Correct Answers -the
business environment is becoming more complex
Discuss current trends in sales professionalism: collaboration - Correct Answers -its
increasingly becoming more important to collaborate with other areas of the company
and with customers
Discuss current trends in sales professionalism: accountability - Correct Answers -sales
orgs are being watched on ethics and fiscal responsibility
Define the different strategy levels for multi-business, multi-product firms - Correct
Answers -
Discuss how corporate and business strategy decisions affect the sales function -
Correct Answers -Salespeople must operate within the guidelines in the corporate
mission
List the advantages personal selling as a marketing communications tool - Correct
Answers -Advantages
- more credible
- more impact
- better timing of delivery
- flexible
- allows a sale to be closed
CORRECT ANSWERS
Describe the role of personal selling in marketing. - Correct Answers -Marketing is all
about the customer, personal selling is the communication between buyers and sellers
to develop and enhance relationships
Discuss the key roles of salespeople as financial contributors, change agents,
communications agents, and customer value agents. - Correct Answers -Financial
Contributors: key role in revenue production
Change agents: talk to customer about making better quality of life
Com. Agents: Talk between customers and employers
CVA: Knowledge (market, competition, product)
Coordination: work with other salespeople
Efficiency: is time spent with salesperson worthwhile
Explain the trust-based relationship selling process and how it differs from transactional
selling - Correct Answers -Aims to create long term relationships between seller and
buyer, more communication than transactional
Specialization - Correct Answers -certain individuals concentrate on performing some of
the required activities; sales people might sell certain products or call on certain
customers
Centralization - Correct Answers -important decisions are made at higher levels,
hierarchy
span of control - Correct Answers -number of individuals who report to each sales
manager
management levels - Correct Answers -the number of different hierarchical levels of
sales management
Understand the concept of selling strategy with its key elements of customer value and
alternative personal selling approaches - Correct Answers -planning of sales messages,
changes based off each customer
, Explain adaptive selling and five alternative approaches to selling: stimulus response,
mental states, problem solving, needs satisfaction, and consultative - Correct Answers -
Adaptive selling: modify sales messages based off unique customers and situations
stimulus response - Correct Answers -a sales approach, often called a "canned" sales
pitch, that uses specific statements (stimuli) to elicit specific responses from customers
mental states selling - Correct Answers -assumes that the buying process for most
buyers is essentially identical and that buyers can be led through certain mental states,
or steps, in the buying process
Problem solving - Correct Answers -developing alternative solutions for satisfying
needs. uses SPIN (Situation, Problem, Implications, Need payoff)
Need satisfaction - Correct Answers -customers will be motivated to buy to satisfy
particular needs
Consultative selling - Correct Answers -The process of helping customers reach their
strategic goals by using the products, services, and expertise of the sales organization.
Discuss current trends in sales professionalism: complexity - Correct Answers -the
business environment is becoming more complex
Discuss current trends in sales professionalism: collaboration - Correct Answers -its
increasingly becoming more important to collaborate with other areas of the company
and with customers
Discuss current trends in sales professionalism: accountability - Correct Answers -sales
orgs are being watched on ethics and fiscal responsibility
Define the different strategy levels for multi-business, multi-product firms - Correct
Answers -
Discuss how corporate and business strategy decisions affect the sales function -
Correct Answers -Salespeople must operate within the guidelines in the corporate
mission
List the advantages personal selling as a marketing communications tool - Correct
Answers -Advantages
- more credible
- more impact
- better timing of delivery
- flexible
- allows a sale to be closed
