Exam
Name___________________________________
TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false. 1) In Consultative selling the
buyer-seller relationship intensifies after the sale is over in many instances. 1) _______ 2) Strategies are the techniques,
practices, or methods you use when you are face-to-face with a customer. 2) _______ 3) A firm that practices the
marketing concept moves away from a production orientation to a customer orientation. 3) _______ 4) Consultative-style
selling, which emerged in the late 1960s and early 1970s, is an extension of the marketing concept. 4) _______ 5)
Transactional selling is a sales process that is focused on creating superior customer satisfaction during the sales transaction.
5) _______ 6) Relationship buying and relationship selling began to gain support in the information age. 6)
_______ 7) An advantage of using the Consultative selling approach, which is based on effective communication between
the buyer and seller, is that the negotiation stage of the presentation process can be eliminated. 7) _______ 8) When Judy
sells a perfume at the airport Duty Free shop it would be considered relationship selling. 8) _______ 9) The presentation
strategy includes a reminder that outstanding service should be the overriding theme of every sales presentation. 9) _______
10) Preparation for a career in personal selling begins with the development of a personal selling philosophy. 10) ______
11) Transactional selling is a process that involves needs assessment, problem solving, relationship building, and following up
on the transaction. 11) ______ 12) A strategic market plan is focused on the marketing functional area of a business and
outlines the methods and resources required to achieve the firm's marketing goals. 12) ______ 13) Adopting transactional
selling is an important part of developing a personal selling philosophy. 13) ______ 14) High ethical standards are
important to success in transaction-oriented selling. 14) ______ 15) Canada can be categorized as a information
economy. 15) ______
16) Successful selling begins with an in-depth understanding of what customers value most and by understanding their
needs. 16) ______ 17) When meeting new customers for the first time, it is better to talk business issues
exclusively, as one may be perceived as unprofessional and inquisitive. 17) ______ 18) In marketing a "product"
implies a tangible product. 18) ______ 19) The term "product" could mean an idea as well. 19) ______ 20)
Personal selling philosophy involves three prescriptions; adopt the marketing concept, value personal selling, and
assume the role of a problem solver or partner in helping customers make a buying decision. 20) ______ 21)
Salespeople use computers mainly to crunch sales numbers and less as a communication tool with people and
organizations. 21) ______ 22) The salesperson is a key component in creation of value for the customer. 22)
______ 23) Within the various promotion methods such as advertising, sales promotion etc., personal selling is often
the major promotion method used in terms of total expenditures or expenses as a percentage of sales. 23) ______ 24)
Typical salespeople spend about 30 percent of their time in actual face-to-face selling. 24) ______ 25) When
products of a company become similar to its competitor's products, the product strategy becomes more important than the
relationship, customer and presentation strategies. 25) ______ MULTIPLE CHOICE. Choose the one
alternative that best completes the statement or answers the question. 26) In the information economy, salespeople
can add value to a buying-selling relationship through: 26) ______ A) offering state-of-the art products to their
customers. B) intangibles such as offering advice, increased trust and offering excellent after sales service. C)
providing on-line buying services. D) offering just-in-time delivery. E) better sales automation and provision of
information. 27) The belief that a firm should dedicate all of its policies, planning, and operation to create customer
satisfaction is called: 27) ______ A) marketing concept. B) production concept. C) target marketing. D)
customer orientation. E) market orientation. 28) Eric Villa obtained a license to sell real estate and then accepted a
sales position with a Century 21 agency. To prepare for this new position, he purchased and read a research report entitled
Buying Habits of Today's Home Buyer. Mr. Villa is attempting to develop a: 28) ______ A) promotion strategy. B)
customer strategy. C) product strategy. D) relationship strategy. E) presentation strategy. 29) When a
marketer decides to adopt value-added selling, emphasis will be placed on: 29) ______ A) financing arrangements.
B) selling strategies. C) selling tactics. D) the customer. E) product development. 30) The term product
should be broadly interpreted to encompass: 30) ______ A) physical goods and ideas. B) all physical goods. C)
all intangible items. D) physical goods and services. E) physical goods, services, and ideas. 31) The
development of a personal selling philosophy involves all of the following except: 31) ______ A) assuming the role
of a problem solver or partner in helping customers make buying decisions. B) acceptance of the marketing concept. C)
a full appreciation of capitalism and the free enterprise system. D) developing an appreciation for the value of
personal selling in our competitive national and international markets. E) practicing value-added selling strategies. 32)
Across all businesses, more money is spent on ________ than on any other form of marketing communication. 32)
______ A) direct mail B) personal selling C) advertising D) sales promotion E) public relations 33) 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: 33) ______ A) guerrilla strategy.
B) product strategy. C) relationship strategy. D) customer strategy. E) presentation strategy. 34) Promotion
,include the following forms: 34) ______ A) sales promotion, personnel, public relations, and product research. B)
market research, personnel, product publicity. C) public relations, place, personal selling, personnel. D) product
research, product design, product production, product publicity. E) sales promotion, public relations, personal selling,
advertising. 35) Which of the following statements would not be an application of the marketing concept? 35)
______ A) Let's examine our points of distribution to see if we're reaching the market effectively. B) Let's speed up
production and get these products to consumers faster by eliminating the field test. C) Let's do some research to see
which colours the consumers prefer. D) Let's enquire about which configuration options customers like. E) Let's show
these product designs to some prospective buyers for their reactions. 36) A major feature of consultative selling is:
36) ______ A) ensuring increased sales in the short run. B) help your employer earn a profit. C) emphasizing
information giving and negotiation rather than manipulation. D) sell your product or service. E) influencing the
prospect's thought process so he or she will want to buy your product or service. 37) The four broad strategic areas of
the Strategic/Consultative-Style Selling Model are: 37) ______ A) relationship strategy, company strategy, product
strategy, and service strategy. B) relationship strategy, product strategy, customer strategy, and presentation strategy. C)
relationship strategy, company strategy, customer strategy, and service strategy. D) relationship strategy, customer
strategy, company strategy, and credit strategy. E) relationship strategy, company strategy, product strategy, and
presentation strategy. 38) Sharon Wiley is a sales representative employed by a leading producer of pharmaceuticals
used in veterinary medicine. Recently she attended a seminar, sponsored by a local university, that focused on new
research findings in selected areas of veterinary medicine. Ms. Wiley is attempting to develop a: 38) ______ A)
company strategy. B) presentation strategy. C) relationship strategy. D) product strategy. E) customer strategy.
39) When Henri Bouchard was first hired by Mitron Corp. as a sales representative in 1972, the company indicated that
it was moving towards the marketing concept. Henri understood this to mean Mitron: 39) ______ A) was improving
production methods to improve its ability to market its products. B) as a sales rep, he could do whatever was necessary
to get a customer to buy his products. C) was starting to focus in on what its customers where looking for in its products.
D) was producing high quality brochures assisting its sales force in marketing their products. E) made mid-priced
products and marketed them to end consumers. 40) Henri Bouchard extensively trains new recruits at Mitron Corp. to
develop a personal selling philosophy. He considers the major components of this philosophy to be: 40) ______ A)
adoption of the marketing concept, valuing personal selling, and assuming the role of problem solver or partner. B)
adoption of the marketing concept, development of a questioning strategy, and memorizing several closing techniques.
C) adopt the win-win philosophy. D) valuing personal selling, understand how to make the greatest income under the
compensation plan, give exceptionally good after sales service. E) adopt the marketing concept, become a problem
solver for customers, give exceptionally good after-sales service. 41) Personal selling has evolved through three
distinct developmental periods, in the following order: 41) ______ A) partnering era, strategic selling era, and
consultative selling era. B) consultative selling era, partnering era, and strategic selling era. C) consultative selling era,
strategic selling era, and partnering era. D) relationship selling era, consultative selling era, and strategic selling era. E)
strategic selling era, consultative selling era, and partnering era. 42) The statement that best describes personal
selling is: 42) ______ A) personal selling is a part of marketing. B) personal selling is an excellent career choice
for part-time employment. C) personal selling is the most expensive form of marketing communication. D) personal
selling will become obsolete in the information age. E) personal selling is interpersonal form of selling which puts the
salesperson "closest" to the customer than other marketing methods. 43) Henri trains his reps to give high levels of
customer service. In order to attain this, the reps must go through a process which includes: 43) ______ A) need
discovery, selection of product, need-satisfaction presentation, and servicing the sale. B) negotiation, need discovery,
need-satisfaction presentation, and servicing the sale. C) need discovery, need-satisfaction presentation, negotiation, and
servicing the sale. D) need discovery, need-satisfaction presentation, selection of product, and negotiation. E) need
discovery, need-satisfaction presentation, negotiation, and selection of product. 44) In the new economy, the sales
person should see themselves as: 44) ______ A) a problem solver/partner. B) an information technology expert.
C) a business person. D) a marketing professional. E) redundant. 45) Using consultative selling techniques,
Richard identifies his customer's needs through: 45) ______ A) conversation with support staff. B) efficient use
of expense accounts. C) complex questioning strategies. D) marketing research. E) two-way communications. 46)
Della knows that credit arrangements, product delivery and installation, warranties, and complete follow-up are all part
of: 46) ______ A) service after the sale. B) the Levitt method. C) a well developed concern for her clients. D)
an obsessive attention to detail. E) managing customer expectations. 47) Jasmine has been invited to sit on a
committee with representatives from production, marketing, finance, and personnel. This committee would most likely be
referred to as: 47) ______ A) the tactics planning committee. B) the strategic planning committee. C) the
social committee. D) the ergonomic planning committee. E) a waste of time. 48) Changing the order in which a
product is demonstrated in a particular sales presentation is an example of: 48) ______ A) personal decision. B)
strategic decision. C) tactical decision. D) marketing decision. E) consultative selling. 49) Jack uses strategy
to ensure tactical success. He feels that strategic planning helps him: 49) ______ A) talk to the right person. B)
solve after-sales service problems. C) negotiate customer needs. D) choose the right product. E) close more deals.
50) Henri expects that his sales reps take a strategic approach to selling. He expects his reps will be: 50) ______ A)
more adaptable, more focused, and more efficient. B) more adaptable, close more sales, and more efficient. C) more
structured, close more sales, and be more customer service oriented. D) more structured, more focused, and more
,efficient. E) more time oriented, more customer service oriented, and more productive. 51) A statement such as
"people don't care how much you know until they know how much you care" indicates the importance of developing a
good: 51) ______ A) product strategy. B) marketing strategy. C) relationship strategy. D) image. E)
impression. 52) Cindy knows that ________ is a well-thought out plan for establishing, building and maintaining
quality relationships. 52) ______ A) a marketing concept strategy B) the Levitt method C) personal selling
philosophy D) a customer focus action plan E) a relationship strategy 53) Sam believes that his strengths as a
product strategist are rooted in his: 53) ______ A) product knowledge, maintaining a professional image at all
times, and providing outstanding customer service. B) product knowledge, becoming a problem solver, and providing
outstanding customer service. C) product knowledge, becoming a problem solver, and proper product positioning. D)
product knowledge, his ability to sell benefits, and proper product positioning. E) product knowledge, his ability to
sell benefits, and high ethics. 54) When selling complex products such as computers, the appropriate selling philosophy
would be: 54) ______ A) transaction selling. B) systems selling. C) relationship selling. D) cooperative
selling. E) direct marketing. 55) Janet uses the strategic/consultative selling model as her guide in sales. This model
does not include which of the following steps? 55) ______ A) develop a relationship strategy B) develop a
presentation strategy C) develop a competitor strategy D) develop a personal selling philosophy E) develop a
product strategy 56) The primary reason to use sales automation is to: 56) ______ A) spend less time at office
doing mundane and repetitive tasks. B) enhance partnerships with clients and improve responsiveness. C) impress
your supervisors. D) keep track of sales and commissions. E) make a good impression on clients. 57) As products
available have become more homogeneous, Rick understands that: 57) ______ A) component parts must be high
quality. B) relationship selling is becoming more important. C) quality service agreements are key. D) customizing
products ensures market share. E) price becomes the major focus. 58) The aspect which differentiates personal
selling from other forms of communication methods is that 58) ______ A) it is not hard to adopt. B) it does not
involve using some form of technology. C) it is very expensive. D) it is unreliable. E) it is an interpersonal form of
communication. 59) The technique a salesperson uses when he is face-to-face with his customers is called: 59)
______ A) tactics. B) strategy. C) game plan. D) presentation plan. E) sales technique. 60) The
difference between strategies and tactics is: 60) ______ A) tactics is the pre-call planning done by a sales person
while strategy is the methods used during a sales presentation. B) strategy is the pre-call planning done by a sales person
while tactics are methods used during a sales presentation. C) strategy is more detailed planning whereas tactics is doing
less planning. D) strategies are short-term oriented and tactics are long-term oriented. E) strategy and tactics are the
same thing, the terms can be used interchangeably. 61) A ________ is an example of an intangible product. 61)
______ A) home building service B) legal service C) ice cream D) bakery product E) television 62) The
development of a personal selling philosophy involves one of the following prescriptions: 62) ______ A) adopting
the marketing concept. B) becoming an excellent negotiator. C) becoming a salesperson. D) adopting the
production concept. E) becoming a people person. 63) According to Michael Hammer, consultant and author of The
Agenda, the power shift is going to be from ________ in the new economy. 63) ______ A) computers to humans B)
businesses to customers C) customers to businesses D) humans to computers E) United States of America to
China 64) Building quality, long-term relationships with customers is an example of incorporating the: 64) ______
A) service concept. B) market concept. C) value-added selling concept. D) production concept. E) customer
care concept. 65) The evolution of personal selling has gone from the ________ to ________ stage. 65) ______
A) transaction stage, co-operative B) diagnostic stage, solution based C) unethical, ethical D) persuader stage,
problem-solver E) adversary stage, co-operative 66) The focus of the persuader stage was to: 66) ______ A)
become more customer oriented. B) understand customer needs and provide a product solution. C) persuade
customers to sell a product. D) convince any and all market members to buy the offered products. E) negotiate an
optimal solution from the customer's perspective. 67) The focus of the problem-solver stage is to: 67) ______ A)
emphasize the peddling of the products. B) overcome buyer's objections and make the sale. C) identify buyer's
needs and present products which best meet those needs. D) convince any and all market members to buy the offered
product. E) persuade customers to buy the best product. 68) A salesperson's duties include the following: 68)
______ A) implement the marketing strategy. B) develop the marketing mix. C) plan the marketing strategy. D)
develop the strategic plans. E) conduct marketing research to determine effectiveness of the marketing plan. 69)
Generally speaking retail sales involve: 69) ______ A) strategic selling. B) relationship selling. C)
transactional selling. D) value-added selling. E) face-to-face selling. 70) Generally speaking successful
business-to-business selling involves: 70) ______ A) Just-in-time selling. B) transactional selling. C)
face-to-face selling. D) aggressive selling. E) relationship selling. 71) The concept of "value" should be defined
from the _____________ perspective. 71) ______ A) buyers B) competitors C) social D) legal E)
sellers 72) The marketing mix consists of: 72) ______ A) production, finance, marketing and human
resources. B) product, production, promotion and price. C) value, price, cost and expenses. D) product, place,
promotion and price. E) market, competitors, customers and government. 73) Deciding to give a customer a 10
percent price discount during the negotiations stage is a ________ decision. 73) ______ A) practical B) customer
oriented C) tactical D) strategic E) sales oriented 74) Altering sales behaviour during customer interaction in
order to improve communication is called: 74) ______ A) consultative selling. B) value-added selling. C)
adaptive selling. D) creative selling. E) customer-oriented selling. 75) Trend towards identical products or the
, need for more customized products is encouraging businesses into ________ to gain a competitive advantage. 75)
______ A) partnering B) manufacturing C) product development D) adaptive selling E) outsourcing
MATCHING. Choose the item in column 2 that best matches
each item in column 1. Match the following. 76) Profitability
should be achieved through A) marketing concept 76)
______ B) lower cost production 77) Moving from a
product orientation to a customer orientation 77) ______ C)
creation of customer value D) electronic commerce
78) Is the person-to-person form of selling A)
consultative-style selling 78) ______ B) following the
customer concept 79) An extension of the marketing concept
79) ______ C) personal selling 80) Is an important
part of the product strategy: 80) ______ D) value-added
selling 81) Matches the needs of the value-conscious buyer
E) integrated marketing communication 81) ______ F)
82) Assume the role of problem solver or partner product
positioning 82) ______ G) part of the marketing concept
Name___________________________________
TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false. 1) In Consultative selling the
buyer-seller relationship intensifies after the sale is over in many instances. 1) _______ 2) Strategies are the techniques,
practices, or methods you use when you are face-to-face with a customer. 2) _______ 3) A firm that practices the
marketing concept moves away from a production orientation to a customer orientation. 3) _______ 4) Consultative-style
selling, which emerged in the late 1960s and early 1970s, is an extension of the marketing concept. 4) _______ 5)
Transactional selling is a sales process that is focused on creating superior customer satisfaction during the sales transaction.
5) _______ 6) Relationship buying and relationship selling began to gain support in the information age. 6)
_______ 7) An advantage of using the Consultative selling approach, which is based on effective communication between
the buyer and seller, is that the negotiation stage of the presentation process can be eliminated. 7) _______ 8) When Judy
sells a perfume at the airport Duty Free shop it would be considered relationship selling. 8) _______ 9) The presentation
strategy includes a reminder that outstanding service should be the overriding theme of every sales presentation. 9) _______
10) Preparation for a career in personal selling begins with the development of a personal selling philosophy. 10) ______
11) Transactional selling is a process that involves needs assessment, problem solving, relationship building, and following up
on the transaction. 11) ______ 12) A strategic market plan is focused on the marketing functional area of a business and
outlines the methods and resources required to achieve the firm's marketing goals. 12) ______ 13) Adopting transactional
selling is an important part of developing a personal selling philosophy. 13) ______ 14) High ethical standards are
important to success in transaction-oriented selling. 14) ______ 15) Canada can be categorized as a information
economy. 15) ______
16) Successful selling begins with an in-depth understanding of what customers value most and by understanding their
needs. 16) ______ 17) When meeting new customers for the first time, it is better to talk business issues
exclusively, as one may be perceived as unprofessional and inquisitive. 17) ______ 18) In marketing a "product"
implies a tangible product. 18) ______ 19) The term "product" could mean an idea as well. 19) ______ 20)
Personal selling philosophy involves three prescriptions; adopt the marketing concept, value personal selling, and
assume the role of a problem solver or partner in helping customers make a buying decision. 20) ______ 21)
Salespeople use computers mainly to crunch sales numbers and less as a communication tool with people and
organizations. 21) ______ 22) The salesperson is a key component in creation of value for the customer. 22)
______ 23) Within the various promotion methods such as advertising, sales promotion etc., personal selling is often
the major promotion method used in terms of total expenditures or expenses as a percentage of sales. 23) ______ 24)
Typical salespeople spend about 30 percent of their time in actual face-to-face selling. 24) ______ 25) When
products of a company become similar to its competitor's products, the product strategy becomes more important than the
relationship, customer and presentation strategies. 25) ______ MULTIPLE CHOICE. Choose the one
alternative that best completes the statement or answers the question. 26) In the information economy, salespeople
can add value to a buying-selling relationship through: 26) ______ A) offering state-of-the art products to their
customers. B) intangibles such as offering advice, increased trust and offering excellent after sales service. C)
providing on-line buying services. D) offering just-in-time delivery. E) better sales automation and provision of
information. 27) The belief that a firm should dedicate all of its policies, planning, and operation to create customer
satisfaction is called: 27) ______ A) marketing concept. B) production concept. C) target marketing. D)
customer orientation. E) market orientation. 28) Eric Villa obtained a license to sell real estate and then accepted a
sales position with a Century 21 agency. To prepare for this new position, he purchased and read a research report entitled
Buying Habits of Today's Home Buyer. Mr. Villa is attempting to develop a: 28) ______ A) promotion strategy. B)
customer strategy. C) product strategy. D) relationship strategy. E) presentation strategy. 29) When a
marketer decides to adopt value-added selling, emphasis will be placed on: 29) ______ A) financing arrangements.
B) selling strategies. C) selling tactics. D) the customer. E) product development. 30) The term product
should be broadly interpreted to encompass: 30) ______ A) physical goods and ideas. B) all physical goods. C)
all intangible items. D) physical goods and services. E) physical goods, services, and ideas. 31) The
development of a personal selling philosophy involves all of the following except: 31) ______ A) assuming the role
of a problem solver or partner in helping customers make buying decisions. B) acceptance of the marketing concept. C)
a full appreciation of capitalism and the free enterprise system. D) developing an appreciation for the value of
personal selling in our competitive national and international markets. E) practicing value-added selling strategies. 32)
Across all businesses, more money is spent on ________ than on any other form of marketing communication. 32)
______ A) direct mail B) personal selling C) advertising D) sales promotion E) public relations 33) 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: 33) ______ A) guerrilla strategy.
B) product strategy. C) relationship strategy. D) customer strategy. E) presentation strategy. 34) Promotion
,include the following forms: 34) ______ A) sales promotion, personnel, public relations, and product research. B)
market research, personnel, product publicity. C) public relations, place, personal selling, personnel. D) product
research, product design, product production, product publicity. E) sales promotion, public relations, personal selling,
advertising. 35) Which of the following statements would not be an application of the marketing concept? 35)
______ A) Let's examine our points of distribution to see if we're reaching the market effectively. B) Let's speed up
production and get these products to consumers faster by eliminating the field test. C) Let's do some research to see
which colours the consumers prefer. D) Let's enquire about which configuration options customers like. E) Let's show
these product designs to some prospective buyers for their reactions. 36) A major feature of consultative selling is:
36) ______ A) ensuring increased sales in the short run. B) help your employer earn a profit. C) emphasizing
information giving and negotiation rather than manipulation. D) sell your product or service. E) influencing the
prospect's thought process so he or she will want to buy your product or service. 37) The four broad strategic areas of
the Strategic/Consultative-Style Selling Model are: 37) ______ A) relationship strategy, company strategy, product
strategy, and service strategy. B) relationship strategy, product strategy, customer strategy, and presentation strategy. C)
relationship strategy, company strategy, customer strategy, and service strategy. D) relationship strategy, customer
strategy, company strategy, and credit strategy. E) relationship strategy, company strategy, product strategy, and
presentation strategy. 38) Sharon Wiley is a sales representative employed by a leading producer of pharmaceuticals
used in veterinary medicine. Recently she attended a seminar, sponsored by a local university, that focused on new
research findings in selected areas of veterinary medicine. Ms. Wiley is attempting to develop a: 38) ______ A)
company strategy. B) presentation strategy. C) relationship strategy. D) product strategy. E) customer strategy.
39) When Henri Bouchard was first hired by Mitron Corp. as a sales representative in 1972, the company indicated that
it was moving towards the marketing concept. Henri understood this to mean Mitron: 39) ______ A) was improving
production methods to improve its ability to market its products. B) as a sales rep, he could do whatever was necessary
to get a customer to buy his products. C) was starting to focus in on what its customers where looking for in its products.
D) was producing high quality brochures assisting its sales force in marketing their products. E) made mid-priced
products and marketed them to end consumers. 40) Henri Bouchard extensively trains new recruits at Mitron Corp. to
develop a personal selling philosophy. He considers the major components of this philosophy to be: 40) ______ A)
adoption of the marketing concept, valuing personal selling, and assuming the role of problem solver or partner. B)
adoption of the marketing concept, development of a questioning strategy, and memorizing several closing techniques.
C) adopt the win-win philosophy. D) valuing personal selling, understand how to make the greatest income under the
compensation plan, give exceptionally good after sales service. E) adopt the marketing concept, become a problem
solver for customers, give exceptionally good after-sales service. 41) Personal selling has evolved through three
distinct developmental periods, in the following order: 41) ______ A) partnering era, strategic selling era, and
consultative selling era. B) consultative selling era, partnering era, and strategic selling era. C) consultative selling era,
strategic selling era, and partnering era. D) relationship selling era, consultative selling era, and strategic selling era. E)
strategic selling era, consultative selling era, and partnering era. 42) The statement that best describes personal
selling is: 42) ______ A) personal selling is a part of marketing. B) personal selling is an excellent career choice
for part-time employment. C) personal selling is the most expensive form of marketing communication. D) personal
selling will become obsolete in the information age. E) personal selling is interpersonal form of selling which puts the
salesperson "closest" to the customer than other marketing methods. 43) Henri trains his reps to give high levels of
customer service. In order to attain this, the reps must go through a process which includes: 43) ______ A) need
discovery, selection of product, need-satisfaction presentation, and servicing the sale. B) negotiation, need discovery,
need-satisfaction presentation, and servicing the sale. C) need discovery, need-satisfaction presentation, negotiation, and
servicing the sale. D) need discovery, need-satisfaction presentation, selection of product, and negotiation. E) need
discovery, need-satisfaction presentation, negotiation, and selection of product. 44) In the new economy, the sales
person should see themselves as: 44) ______ A) a problem solver/partner. B) an information technology expert.
C) a business person. D) a marketing professional. E) redundant. 45) Using consultative selling techniques,
Richard identifies his customer's needs through: 45) ______ A) conversation with support staff. B) efficient use
of expense accounts. C) complex questioning strategies. D) marketing research. E) two-way communications. 46)
Della knows that credit arrangements, product delivery and installation, warranties, and complete follow-up are all part
of: 46) ______ A) service after the sale. B) the Levitt method. C) a well developed concern for her clients. D)
an obsessive attention to detail. E) managing customer expectations. 47) Jasmine has been invited to sit on a
committee with representatives from production, marketing, finance, and personnel. This committee would most likely be
referred to as: 47) ______ A) the tactics planning committee. B) the strategic planning committee. C) the
social committee. D) the ergonomic planning committee. E) a waste of time. 48) Changing the order in which a
product is demonstrated in a particular sales presentation is an example of: 48) ______ A) personal decision. B)
strategic decision. C) tactical decision. D) marketing decision. E) consultative selling. 49) Jack uses strategy
to ensure tactical success. He feels that strategic planning helps him: 49) ______ A) talk to the right person. B)
solve after-sales service problems. C) negotiate customer needs. D) choose the right product. E) close more deals.
50) Henri expects that his sales reps take a strategic approach to selling. He expects his reps will be: 50) ______ A)
more adaptable, more focused, and more efficient. B) more adaptable, close more sales, and more efficient. C) more
structured, close more sales, and be more customer service oriented. D) more structured, more focused, and more
,efficient. E) more time oriented, more customer service oriented, and more productive. 51) A statement such as
"people don't care how much you know until they know how much you care" indicates the importance of developing a
good: 51) ______ A) product strategy. B) marketing strategy. C) relationship strategy. D) image. E)
impression. 52) Cindy knows that ________ is a well-thought out plan for establishing, building and maintaining
quality relationships. 52) ______ A) a marketing concept strategy B) the Levitt method C) personal selling
philosophy D) a customer focus action plan E) a relationship strategy 53) Sam believes that his strengths as a
product strategist are rooted in his: 53) ______ A) product knowledge, maintaining a professional image at all
times, and providing outstanding customer service. B) product knowledge, becoming a problem solver, and providing
outstanding customer service. C) product knowledge, becoming a problem solver, and proper product positioning. D)
product knowledge, his ability to sell benefits, and proper product positioning. E) product knowledge, his ability to
sell benefits, and high ethics. 54) When selling complex products such as computers, the appropriate selling philosophy
would be: 54) ______ A) transaction selling. B) systems selling. C) relationship selling. D) cooperative
selling. E) direct marketing. 55) Janet uses the strategic/consultative selling model as her guide in sales. This model
does not include which of the following steps? 55) ______ A) develop a relationship strategy B) develop a
presentation strategy C) develop a competitor strategy D) develop a personal selling philosophy E) develop a
product strategy 56) The primary reason to use sales automation is to: 56) ______ A) spend less time at office
doing mundane and repetitive tasks. B) enhance partnerships with clients and improve responsiveness. C) impress
your supervisors. D) keep track of sales and commissions. E) make a good impression on clients. 57) As products
available have become more homogeneous, Rick understands that: 57) ______ A) component parts must be high
quality. B) relationship selling is becoming more important. C) quality service agreements are key. D) customizing
products ensures market share. E) price becomes the major focus. 58) The aspect which differentiates personal
selling from other forms of communication methods is that 58) ______ A) it is not hard to adopt. B) it does not
involve using some form of technology. C) it is very expensive. D) it is unreliable. E) it is an interpersonal form of
communication. 59) The technique a salesperson uses when he is face-to-face with his customers is called: 59)
______ A) tactics. B) strategy. C) game plan. D) presentation plan. E) sales technique. 60) The
difference between strategies and tactics is: 60) ______ A) tactics is the pre-call planning done by a sales person
while strategy is the methods used during a sales presentation. B) strategy is the pre-call planning done by a sales person
while tactics are methods used during a sales presentation. C) strategy is more detailed planning whereas tactics is doing
less planning. D) strategies are short-term oriented and tactics are long-term oriented. E) strategy and tactics are the
same thing, the terms can be used interchangeably. 61) A ________ is an example of an intangible product. 61)
______ A) home building service B) legal service C) ice cream D) bakery product E) television 62) The
development of a personal selling philosophy involves one of the following prescriptions: 62) ______ A) adopting
the marketing concept. B) becoming an excellent negotiator. C) becoming a salesperson. D) adopting the
production concept. E) becoming a people person. 63) According to Michael Hammer, consultant and author of The
Agenda, the power shift is going to be from ________ in the new economy. 63) ______ A) computers to humans B)
businesses to customers C) customers to businesses D) humans to computers E) United States of America to
China 64) Building quality, long-term relationships with customers is an example of incorporating the: 64) ______
A) service concept. B) market concept. C) value-added selling concept. D) production concept. E) customer
care concept. 65) The evolution of personal selling has gone from the ________ to ________ stage. 65) ______
A) transaction stage, co-operative B) diagnostic stage, solution based C) unethical, ethical D) persuader stage,
problem-solver E) adversary stage, co-operative 66) The focus of the persuader stage was to: 66) ______ A)
become more customer oriented. B) understand customer needs and provide a product solution. C) persuade
customers to sell a product. D) convince any and all market members to buy the offered products. E) negotiate an
optimal solution from the customer's perspective. 67) The focus of the problem-solver stage is to: 67) ______ A)
emphasize the peddling of the products. B) overcome buyer's objections and make the sale. C) identify buyer's
needs and present products which best meet those needs. D) convince any and all market members to buy the offered
product. E) persuade customers to buy the best product. 68) A salesperson's duties include the following: 68)
______ A) implement the marketing strategy. B) develop the marketing mix. C) plan the marketing strategy. D)
develop the strategic plans. E) conduct marketing research to determine effectiveness of the marketing plan. 69)
Generally speaking retail sales involve: 69) ______ A) strategic selling. B) relationship selling. C)
transactional selling. D) value-added selling. E) face-to-face selling. 70) Generally speaking successful
business-to-business selling involves: 70) ______ A) Just-in-time selling. B) transactional selling. C)
face-to-face selling. D) aggressive selling. E) relationship selling. 71) The concept of "value" should be defined
from the _____________ perspective. 71) ______ A) buyers B) competitors C) social D) legal E)
sellers 72) The marketing mix consists of: 72) ______ A) production, finance, marketing and human
resources. B) product, production, promotion and price. C) value, price, cost and expenses. D) product, place,
promotion and price. E) market, competitors, customers and government. 73) Deciding to give a customer a 10
percent price discount during the negotiations stage is a ________ decision. 73) ______ A) practical B) customer
oriented C) tactical D) strategic E) sales oriented 74) Altering sales behaviour during customer interaction in
order to improve communication is called: 74) ______ A) consultative selling. B) value-added selling. C)
adaptive selling. D) creative selling. E) customer-oriented selling. 75) Trend towards identical products or the
, need for more customized products is encouraging businesses into ________ to gain a competitive advantage. 75)
______ A) partnering B) manufacturing C) product development D) adaptive selling E) outsourcing
MATCHING. Choose the item in column 2 that best matches
each item in column 1. Match the following. 76) Profitability
should be achieved through A) marketing concept 76)
______ B) lower cost production 77) Moving from a
product orientation to a customer orientation 77) ______ C)
creation of customer value D) electronic commerce
78) Is the person-to-person form of selling A)
consultative-style selling 78) ______ B) following the
customer concept 79) An extension of the marketing concept
79) ______ C) personal selling 80) Is an important
part of the product strategy: 80) ______ D) value-added
selling 81) Matches the needs of the value-conscious buyer
E) integrated marketing communication 81) ______ F)
82) Assume the role of problem solver or partner product
positioning 82) ______ G) part of the marketing concept
