Chapter 2: Evolution of Selling Models That Compliment the Marketing Concept Multiple Choice

In consultative selling, the customer is seen as:

A) a person to be served
B) a prospect to be sold
C) a point on the funnel
D) progress toward a quota
E) a challenge to be overcome

A) a person to be served
The development of a personal selling philosophy most likely involves:

A) a full acceptance of the limits of the marketing concept
B) a full appreciation of the tenets of the free enterprise system
C) a desire to sell internationally
D) assuming the role of a problem-solver in helping customers make complex buying decisions
E) assuming the role of a competitor for customers’ business

D) assuming the role of a problem-solver in helping customers make complex buying decisions
Sales departments and marketing departments often compete for:

A) the largest number of employees in the company
B) the biggest customers
C) financial resources and budget share
D) management’s favor
E) product to give away

C) financial resources and budget share
Which of the following statements accurately describes value-added selling?

A) Value-added selling has emerged as a response to the product strategy.
B) Value-added selling has emerged as a response to the customer economy.
C) Value-added selling surfaced during the era of transactional selling.
D) Value-added selling would not be an appropriate strategy in international markets.
E) Value-added selling is only appropriate for services, not products.

B) Value-added selling has emerged as a response to the customer economy.
The ultimate goal of the “marketing concept” is:

A) product diversification
B) customer satisfaction
C) brand loyalty
D) rising profit margins
E) efficiency of production

B) customer satisfaction
Which of the following statements would NOT be an application of the marketing concept?

A) Let’s speed up production and get these products to customers faster by eliminating the field test.
B) Let’s show these product designs to some prospective buyers for their reactions.
C) Let’s examine our points of distribution to see if we’re reaching the market effectively.
D) Let’s do some research to see which colors the consumers prefer.
E) Let’s ask customers which products they used most heavily.

A) Let’s speed up production and get these products to customers faster by eliminating the field test.
When UPS was first established, founder Jim Casey described the firm’s focus as follows:

A) to become a leader in international shipping
B) to become the world’s most profitable company
C) to render perfect service to our stores and their customers
D) to become the world’s most efficient shipping company
E) to become the fastest shipper in the world

C) to render perfect service to our stores and their customers
The marketing mix consists of product, promotion, place, and:

A) personnel
B) principle
C) perfection
D) pride
E) price

E) price
The promotion element of a marketing program can be subdivided into the areas of:

A) sales, promotion, and advertising
B) market research, personnel, and product publicity
C) product research, product design, product production, and product publicity
D) public relations, place, personal selling, and personnel
E) sales promotion, public relations, personal selling, and advertising

E) sales promotion, public relations, personal selling, and advertising
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:

A) product strategy
B) customer strategy
C) presentation strategy
D) relationship strategy
E) marketing strategy

D) relationship strategy
A well-thought-out plan for establishing, building, and maintaining quality relationships is a:

A) relationship strategy
B) customer strategy
C) product strategy
D) presentation strategy
E) personal selling philosophy

A) relationship strategy
Sharon Wiley is a sales representative employed by a leading producer of pharmaceuticals used in veterinary medicine. Recently she attended a university-sponsored seminar that focused on new research findings in selected areas of veterinary medicine. Ms. Wiley is most likely attempting to develop a:

A) relationship strategy
B) customer strategy
C) service strategy
D) presentation strategy
E) product strategy

E) product strategy
One broad strategic area of the Strategic/Consultative Selling Model is:

A) marketing strategy
B) research strategy
C) customer strategy
D) service strategy
E) budget strategy

C) customer strategy
Eric Villa obtained a license to sell real estate and then accepted a sales position with a local Century 21 agency. To prepare for this new position, he purchased and read a research report entitled “Buying Habits of Today’s Home Buyers.” Mr. Villa is most likely attempting to develop a:

A) presentation strategy
B) product strategy
C) customer strategy
D) relationship strategy
E) price strategy

C) customer strategy
The four broad strategic areas of the Strategic/Consultative Selling Model are:

A) connected to each other
B) in conflict with each other
C) independent of each other
D) not independent of each other
E) identical to each other

D) not independent of each other
Preparing objectives for the sales demonstration and a plan to reach those objectives is the:

A) product strategy
B) customer strategy
C) presentation strategy
D) relationship strategy
E) marketing strategy

C) presentation strategy
The customer strategy always takes into consideration:

A) maintaining a close partnership
B) what the customer needs
C) the profit margins of the product
D) the relationship between the selling partners
E) the company’s sales quotas

B) what the customer needs
When a marketer decides to adopt partnering, emphasis will most likely be placed on:

A) selling strategies
B) product development
C) selling tactics
D) the customer
E) the salesperson

D) the customer
The evolution of strategic selling can most likely be traced to:

A) a need to use fewer salespeople to sell more products
B) the growing demand for less expensive products
C) the need for salespeople to master sales force automation practices
D) new sources of raw materials
E) several trends that resulted in a more complex selling environment

E) several trends that resulted in a more complex selling environment
Customer loyalty depends on quality products and:

A) quality relationships
B) low prices
C) free shipping
D) custom installation
E) little contact

A) quality relationships
The highest form of partnering is the:

A) marketing alliance
B) value-added alliance
C) partnering alliance
D) customer partnership alliance
E) strategic selling alliance

E) strategic selling alliance
A partnership is beneficial for both parties because the successive sales are:

A) equal to the initial sales
B) greater than the initial or repeat sales
C) not necessarily guaranteed
D) a function of the price of the product
E) transactional in nature

B) greater than the initial or repeat sales
Account managers from Dentsply International help add value for their dentist customers by:

A) giving them cheaper prices for larger orders
B) selling more products than the competition
C) helping them solve a workplace safety issue for hygienists
D) providing various payment options
E) expediting shipments during busier months

C) helping them solve a workplace safety issue for hygienists
Achieving a marketplace advantage by teaming up with another company whose products or services fit well with your own is referred to as a:

A) marketing strategy
B) customer strategy alliance
C) sales strategy
D) strategic selling alliance
E) successive sales alliance

D) strategic selling alliance
For a strategic alliance to be successful, the first step is for a company to:

A) enlist legal assistance to make sure its interests are protected
B) talk to the customer to discover what its needs are
C) assemble a team of product experts
D) define the ethical guidelines that will apply to the alliance
E) find out as much about the proposed partner as possible

E) find out as much about the proposed partner as possible
Maintaining high ethical standards:

A) can strengthen your relationship with a customer
B) should be secondary to closing a sale
C) is rare in the world of sales
D) will lead to lost revenue for a company
E) often puts you in conflict with your customers

A) can strengthen your relationship with a customer
CRM software is used to manage information about:

A) research and development
B) competitors
C) prospects and customers
D) strategy
E) market trends

C) prospects and customers
The process of building and maintaining strong customer relationships by providing customer value is called:

A) marketing concept
B) value-added selling
C) customer relationship management
D) personal sales philosophy
E) customer strategy

C) customer relationship management
The effective exchange of information is the foundation of most economic transactions. This is known as:

A) exchange theory
B) personal selling
C) the value-added economy
D) the information economy
E) the post-consumer economy

D) the information economy
Which of the following is a step to creating and delivering the customer value model?

A) creating the customer’s value needs
B) creating the value proposition
C) quantifying the value proposition
D) questioning the value proposition
E) presenting the value proposition

B) creating the value proposition