MKTG 337 Exam 1 - Salisbury
University Professional Selling
Questions and All Correct Answers.
Creativity - Answer The trait of having imagination & inventiveness and using it to come up
with new solutions & ideas
Customer-Centric - Answer Customer is the center of everything that the selling firm does
Customer Lifetime Value (CLV) - Answer The sum of the customer's purchases over its entire
life
Customer Relationship Management (CRM) - Answer A system to organize information about
customers, their needs, company info, and sales info
Customer Value Proposition - Answer Aka value proposition; the way in which a salesperson's
product/service will meet the prospect's needs and how that is different from the offerings of
competitors, especially the next-best-alternative
Distribution Channel - Answer Set of people & organizations responsible for the flow of
products & services from the producer to the ultimate user
Emotional Intelligence (EI) - Answer The ability to effectively understand & use your own
emotions & those of people with whom you interacts.
4 Aspects of Emotional Intelligence - Answer 1. Knowing your own feelings as they're
happening
2. Controlling your emotions so you don't act impulsively
3. Recognizing your customer's emotions (empathy)
4. Using your emotions to interact effectively with customers
Field Salespeople - Answer Salespeople who spend a considerable amount of time in the
customer's place of business, communicating with the customer face-to-face
,Go-to-market Strategies - Answer The various options that firms have to sell their products.
(i.e. the Internet, franchises, telemarketers, agents, value added resellers, field salespeople,
etc.)
Inside Salespeople - Answer Salespeople who work at their employer's location and interact
with customers via telephone or letter
Integrated Marketing Communications - Answer Coordinated communications programs that
exploit the strengths of various communication vehicles to maximize the total impact on
customers
Manufacturers' Agents - Answer Independent businesspeople who are paid a commission by
a manufacturer for all the products they sell
Missionary Salespeople - Answer Salespeople who work for a manufacturer and promote the
their products to other firms. Those firms buy products from distributors or other
manufacturers, not directly from the salesperson's firm
Multichannel Strategy - Answer The process of a firm using various go-to-market strategies at
the same time
Personal Selling - Answer Interpersonal communication process in which a seller uncovers
and satisfies the needs of a buyer to the mutual, long-term benefit of both parties
Sales Force-Intensive Organization - Answer Firms whose go-to-market strategy relies heavily
on salespeople
Selling Analytics - Answer An attempt to gain insights into customers by using sophisticated
data mining & analytic techniques
Six Sigma Selling Programs - Answer Programs designed to reduce errors introduced in the
selling system
Supply Chain Logistics - Answer The management of the supply chain
Trade Salespeople - Answer Salespeople who sell to firms that resell the products rather than
using them within their own firms
, 24/7 Service - Answer A phrase that highlights the fact that customers expect a selling firm to
be available 24 hours a day, 7 days a week
Value - Answer The total benefits that the seller's products/services provide to the buyer.
Value = (The customer's perceived benefit received) - (the selling price) - (costs & hassles of
buying)
Administrative Laws - Answer Laws established by local, state, and federal regulatory
agencies
(i.e. Federal Trade Commission or the Food & Drug Administration)
Agent - Answer Person who acts in place of his or her company
Backdoor Selling - Answer Actions by one salesperson that go behind the back of a purchaser
to directly contact other members of the buying center
Bribes - Answer Payments made to buyer to influence their purchase decisions
Business Defamation - Answer Making unfair or untrue statements to customers about a
competitor, its products, or its salespeople
Canned Sales Pitch - Answer A scripted sales pitch to follow without deviation
Collusion/Conspiracy - Answer Agreement among competitors, made after contacting
customers, concerning their relationships with customers
Common Law - Answer Legal precedents that arise out of court decisions
Contract to Sell - Answer Offer made by a salesperson that received an unqualified
acceptance by a buyer
Credulous Person Standard - Answer Canadian law stating that a company is liable to pay
damages if advertising & sale presentation claims and statements about comparison with
competitive products could be misunderstood by a reasonable person
University Professional Selling
Questions and All Correct Answers.
Creativity - Answer The trait of having imagination & inventiveness and using it to come up
with new solutions & ideas
Customer-Centric - Answer Customer is the center of everything that the selling firm does
Customer Lifetime Value (CLV) - Answer The sum of the customer's purchases over its entire
life
Customer Relationship Management (CRM) - Answer A system to organize information about
customers, their needs, company info, and sales info
Customer Value Proposition - Answer Aka value proposition; the way in which a salesperson's
product/service will meet the prospect's needs and how that is different from the offerings of
competitors, especially the next-best-alternative
Distribution Channel - Answer Set of people & organizations responsible for the flow of
products & services from the producer to the ultimate user
Emotional Intelligence (EI) - Answer The ability to effectively understand & use your own
emotions & those of people with whom you interacts.
4 Aspects of Emotional Intelligence - Answer 1. Knowing your own feelings as they're
happening
2. Controlling your emotions so you don't act impulsively
3. Recognizing your customer's emotions (empathy)
4. Using your emotions to interact effectively with customers
Field Salespeople - Answer Salespeople who spend a considerable amount of time in the
customer's place of business, communicating with the customer face-to-face
,Go-to-market Strategies - Answer The various options that firms have to sell their products.
(i.e. the Internet, franchises, telemarketers, agents, value added resellers, field salespeople,
etc.)
Inside Salespeople - Answer Salespeople who work at their employer's location and interact
with customers via telephone or letter
Integrated Marketing Communications - Answer Coordinated communications programs that
exploit the strengths of various communication vehicles to maximize the total impact on
customers
Manufacturers' Agents - Answer Independent businesspeople who are paid a commission by
a manufacturer for all the products they sell
Missionary Salespeople - Answer Salespeople who work for a manufacturer and promote the
their products to other firms. Those firms buy products from distributors or other
manufacturers, not directly from the salesperson's firm
Multichannel Strategy - Answer The process of a firm using various go-to-market strategies at
the same time
Personal Selling - Answer Interpersonal communication process in which a seller uncovers
and satisfies the needs of a buyer to the mutual, long-term benefit of both parties
Sales Force-Intensive Organization - Answer Firms whose go-to-market strategy relies heavily
on salespeople
Selling Analytics - Answer An attempt to gain insights into customers by using sophisticated
data mining & analytic techniques
Six Sigma Selling Programs - Answer Programs designed to reduce errors introduced in the
selling system
Supply Chain Logistics - Answer The management of the supply chain
Trade Salespeople - Answer Salespeople who sell to firms that resell the products rather than
using them within their own firms
, 24/7 Service - Answer A phrase that highlights the fact that customers expect a selling firm to
be available 24 hours a day, 7 days a week
Value - Answer The total benefits that the seller's products/services provide to the buyer.
Value = (The customer's perceived benefit received) - (the selling price) - (costs & hassles of
buying)
Administrative Laws - Answer Laws established by local, state, and federal regulatory
agencies
(i.e. Federal Trade Commission or the Food & Drug Administration)
Agent - Answer Person who acts in place of his or her company
Backdoor Selling - Answer Actions by one salesperson that go behind the back of a purchaser
to directly contact other members of the buying center
Bribes - Answer Payments made to buyer to influence their purchase decisions
Business Defamation - Answer Making unfair or untrue statements to customers about a
competitor, its products, or its salespeople
Canned Sales Pitch - Answer A scripted sales pitch to follow without deviation
Collusion/Conspiracy - Answer Agreement among competitors, made after contacting
customers, concerning their relationships with customers
Common Law - Answer Legal precedents that arise out of court decisions
Contract to Sell - Answer Offer made by a salesperson that received an unqualified
acceptance by a buyer
Credulous Person Standard - Answer Canadian law stating that a company is liable to pay
damages if advertising & sale presentation claims and statements about comparison with
competitive products could be misunderstood by a reasonable person
