MKTG 357 EXAM 1 - TIMOTHY MCCOY - ULL QUESTIONS
AND ACCURATE ANSWERS
Personal selling - ANSWER a purchase situation involving a personal, paid-for communication
between two people in an attempt to influence each other
Trust based - ANSWER requires that salespeople earn customer trust and that their selling
strategy meets customer needs and contributes
Customer value - ANSWER e customer's perception of what they get for what they have to
give up
Sales dialog - ANSWER Discussion between the salesperson and the customer during the sales
presentation in which the salesperson describes the product features and customer benefits
sales professionalism - ANSWER a customer-oriented approach that uses truthful,
non-manipulative tactics to satisfy the long-term needs of both the customer and the selling
firm
economic stimuli - ANSWER something that stimulates or incites activity in the economy
revenue producers - ANSWER a role fulfilled by salespeople that brings in revenue or income
to a firm or company
, five basic approaches to personal selling - ANSWER Stimulus response, mental states, need
satisfaction, problem solving, and consultative selling
adaptive selling - ANSWER the ability of salespeople to alter their sales messages and
behaviors during a sales presentation or as they encounter different sales situations and
different customers
stimulus response selling - ANSWER An approach to selling where the key idea is that various
stimuli can elicit predictable responses from customers. Salespeople furnish the stimuli from a
repertoire of words and actions designed to produce the desired response.
continued affirmation - ANSWER An example of stimulus response selling in which a series of
questions or statements furnished by the salesperson is designed to condition the prospective
buyer to answering "yes" time after time, until, it is hoped, he or she will be inclined to say
"yes" to the entire sales proposition.
mental states selling - ANSWER An approach to personal selling that 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; also called the formula approach.
AIDA - ANSWER An acronym for the various mental states the salesperson must lead
customers through when using mental states selling: attention, interest, desire, and action.
AND ACCURATE ANSWERS
Personal selling - ANSWER a purchase situation involving a personal, paid-for communication
between two people in an attempt to influence each other
Trust based - ANSWER requires that salespeople earn customer trust and that their selling
strategy meets customer needs and contributes
Customer value - ANSWER e customer's perception of what they get for what they have to
give up
Sales dialog - ANSWER Discussion between the salesperson and the customer during the sales
presentation in which the salesperson describes the product features and customer benefits
sales professionalism - ANSWER a customer-oriented approach that uses truthful,
non-manipulative tactics to satisfy the long-term needs of both the customer and the selling
firm
economic stimuli - ANSWER something that stimulates or incites activity in the economy
revenue producers - ANSWER a role fulfilled by salespeople that brings in revenue or income
to a firm or company
, five basic approaches to personal selling - ANSWER Stimulus response, mental states, need
satisfaction, problem solving, and consultative selling
adaptive selling - ANSWER the ability of salespeople to alter their sales messages and
behaviors during a sales presentation or as they encounter different sales situations and
different customers
stimulus response selling - ANSWER An approach to selling where the key idea is that various
stimuli can elicit predictable responses from customers. Salespeople furnish the stimuli from a
repertoire of words and actions designed to produce the desired response.
continued affirmation - ANSWER An example of stimulus response selling in which a series of
questions or statements furnished by the salesperson is designed to condition the prospective
buyer to answering "yes" time after time, until, it is hoped, he or she will be inclined to say
"yes" to the entire sales proposition.
mental states selling - ANSWER An approach to personal selling that 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; also called the formula approach.
AIDA - ANSWER An acronym for the various mental states the salesperson must lead
customers through when using mental states selling: attention, interest, desire, and action.
