MGT 103 Ch. 19-20 Exam Questions and
Answers
what is personal selling? - Answer-Direct interaction between a company
representative and a customer, two-way flow of
information.
- usually face to face
- Much takes place in B2B arena between
representatives of manufacturers and either
wholesalers, retailers or end users.
what are some examples of B2C personal selling? - Answer-- realtors (commission)
- attorney's
- food delivery
what are 2 approaches to personal selling? - Answer-1. transactional selling
2. relationship selling
what is transactional selling? - Answer-A form of personal selling that FOCUSES on
making an immediate SALE with little or NO concern for developing long-term customer
RELATIONSHIP
what is relationship selling? - Answer-Process of building long-term customers by
DEVELOPING mutually satisfying, win-win RELATIONSHIPS with CUSTOMERS,
building trust and commitment to customer's needs over time.
what is stimulus-response presentation? Example? - Answer-given the appropriate
stimulus, the customer will buy
aka = suggestive selling
example: when the waiter brings around the dessert cart after the customers are eating
dinner and asks (suggests) if they have room for dessert.
what is formula-selling presentation? Example? - Answer-- formula selling presentations
are structured and planned presentations.
- It is in more generic term what has been traditionally used as "one size fits all"
presentations. they are generally helpful when you are providing a capability
presentations for a company or service which is repetitive and does not need too much
customization.
Answers
what is personal selling? - Answer-Direct interaction between a company
representative and a customer, two-way flow of
information.
- usually face to face
- Much takes place in B2B arena between
representatives of manufacturers and either
wholesalers, retailers or end users.
what are some examples of B2C personal selling? - Answer-- realtors (commission)
- attorney's
- food delivery
what are 2 approaches to personal selling? - Answer-1. transactional selling
2. relationship selling
what is transactional selling? - Answer-A form of personal selling that FOCUSES on
making an immediate SALE with little or NO concern for developing long-term customer
RELATIONSHIP
what is relationship selling? - Answer-Process of building long-term customers by
DEVELOPING mutually satisfying, win-win RELATIONSHIPS with CUSTOMERS,
building trust and commitment to customer's needs over time.
what is stimulus-response presentation? Example? - Answer-given the appropriate
stimulus, the customer will buy
aka = suggestive selling
example: when the waiter brings around the dessert cart after the customers are eating
dinner and asks (suggests) if they have room for dessert.
what is formula-selling presentation? Example? - Answer-- formula selling presentations
are structured and planned presentations.
- It is in more generic term what has been traditionally used as "one size fits all"
presentations. they are generally helpful when you are providing a capability
presentations for a company or service which is repetitive and does not need too much
customization.
