Marketing Final Exam

Cbe model promotion 65 consultative selling a b c d e

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Unformatted text preview: C Traditional personal selling takes a “lone wolf” approach to the account, whereas relationship or consultative selling takes a team approach. See Exhibit 18.3. PTS: 1 REF: 291 Thinking KEY: CB&E Model Promotion 65. Consultative selling: a. b. c. d. e. OBJ: 18-5 TOP: AACSB Reflective MSC: BLOOMS Analysis uses limited sales planning uses a “lone wolf” approach to selling sells advice, assistance, and counsel rather than products uses short-term follow-ups, which focus on product delivery emphasizes closing the sale during the sales presentation ANS: C See Exhibit 18.3. PTS: 1 REF: 291 Thinking KEY: CB&E Model Promotion OBJ: 18-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension 66. The set of steps a salesperson goes through to sell a particular product is called the: a. b. c. d. e. P-O-S cycle stimulus-response hierarchy sales presentation sales process sales continuum ANS: D The sales process is also called the sales cycle. PTS: 1 REF: 291 Thinking KEY: CB&E Model Promotion 67. The first step in the selling process is: a. b. c. d. e. OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Knowledge qualifying leads approaching the customer and probing needs developing and proposing solutions making a sales presentation generating leads ANS: E The steps in the selling process are: (1) generating leads, (2) qualifying leads, (3) approaching the customer and probing needs, (4) developing and proposing solutions, (5) handling objections, (6) closing the sale, and (7) following up. PTS: 1 REF: 292 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Comprehension 68. The seven steps of the selling process closely follow the: a. AIDA concept b. hierarchy of needs c. traditional communications model d. process of forecasting and satisfying industry demand e. JIT process ANS: A The seven steps attempts to move the customer from attention to interest to desire, and finally to action. PTS: 1 REF: 292 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Comprehension 69. _____, or prospecting, is the identification of those firms and people most likely to buy the seller’s offerings. a. Lead generation b. Lead qualification c. Customer mining d. e. Referral calling Cold calling ANS: A This is the first step in the selling process. PTS: 1 REF: 292 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Knowledge 70. AutoFry is the leading manufacturer of ventless deep fryers for supermarket deli and food-service operations. It has developed a new high-capacity fryer. The company has decided to purchase a mailing list of thousands of food-service managers and to send out brochures with a detachable card that the managers can use to request more information. AutoFry is involved in: a. lead qualification b. lead generation c. sales presentation d. the close procedure e. moving through the sales continuum ANS: B Lead generation is the identification of those firms an...
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This document was uploaded on 09/29/2013.

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