MKT 352 Study Guide Exam 2
Question and answers already passed
2025/2026
1. What is prospecting - correct answer ✔Process of locating potential customers.
the most important thing a salesperson needs
2. What is the difference between a lead, prospect and customer? - correct answer ✔1. Lead (Suspect):
Potential Prospect
2. Prospect: Potential Customer (good candidate for making a sale/discovering needs)
3. Customer: Has a want, ability to pay, authority to buy, can be approached, is eligible
Lead:
- Prospect
- Collecting pre-call information
- Making the approach
Prospect:
- Discovering needs
- making the presentation
- Responding to objections
, Customer:
- Obtaining commitment
- Follow-up
3. What are the 8 steps in the selling process? - correct answer ✔1. Prospecting
2. Pre-Approach
3. Approach
4. Uncovering Needs
5. Presentation
6. Handling Objections
7. Close
8. Follow-Up
4. What is the account planning matrix?
What are the 4 types of accounts within it?
What are the characteristics of each account? - correct answer ✔• Strong competitor, high potential:
o Commit high levels of sales resources to take advantage of the opportunity
• Strong competitor, low potential:
o Allocate moderate levels of sales resources to maintain current advantage
• Weak competitor, high potential:
o Either direct high level of sales resources to improve position and to take advantage of the
opportunity or shift resources to other accounts
• Weak competitor, low potential:
o Devote minimal level of resources to the account or consider abandoning the account all together
Question and answers already passed
2025/2026
1. What is prospecting - correct answer ✔Process of locating potential customers.
the most important thing a salesperson needs
2. What is the difference between a lead, prospect and customer? - correct answer ✔1. Lead (Suspect):
Potential Prospect
2. Prospect: Potential Customer (good candidate for making a sale/discovering needs)
3. Customer: Has a want, ability to pay, authority to buy, can be approached, is eligible
Lead:
- Prospect
- Collecting pre-call information
- Making the approach
Prospect:
- Discovering needs
- making the presentation
- Responding to objections
, Customer:
- Obtaining commitment
- Follow-up
3. What are the 8 steps in the selling process? - correct answer ✔1. Prospecting
2. Pre-Approach
3. Approach
4. Uncovering Needs
5. Presentation
6. Handling Objections
7. Close
8. Follow-Up
4. What is the account planning matrix?
What are the 4 types of accounts within it?
What are the characteristics of each account? - correct answer ✔• Strong competitor, high potential:
o Commit high levels of sales resources to take advantage of the opportunity
• Strong competitor, low potential:
o Allocate moderate levels of sales resources to maintain current advantage
• Weak competitor, high potential:
o Either direct high level of sales resources to improve position and to take advantage of the
opportunity or shift resources to other accounts
• Weak competitor, low potential:
o Devote minimal level of resources to the account or consider abandoning the account all together
