Marketing Final Exam

Tara is a salesperson with several satisfied

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Unformatted text preview: ion 20. The first step in the selling process is approaching the customer and probing needs. ANS: F The first step is generating leads. PTS: 1 REF: 292 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Comprehension 21. Tara is a salesperson with several satisfied customers. She asks her customers to recommend her to their business associates. Tara is using cold calling to generate leads. ANS: F This is a referral. PTS: 1 REF: 292 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Application 22. To qualify a sales lead, a salesperson must identify the person in an organization who has the authority to buy the product and must close the sale with that individual. ANS: F Qualifying a sales lead consists of determining the prospect’s need, buying power, and receptivity and accessibility. PTS: 1 REF: 293 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Comprehension 23. Before approaching the customer, a salesperson should learn as much as possible about the prospect’s organization and its buyer. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 293 OBJ: 18-6 KEY: CB&E Model Promotion 24. A good salesperson considers objections a legitimate part of the purchase decision. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 296 OBJ: 18-6 KEY: CB&E Model Promotion 25. Jayson typically negotiates the price with prospective customers because he knows price is the most effective negotiating tool when closing a sale. ANS: F Effective negotiators avoid using price as a sales tool. PTS: 1 REF: 296 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Application 26. The final selling duty for most successful salespeople is closing the sale. ANS: F A salesperson’s responsibilities do not end with a sale; a follow-up is critical to encouraging repeat business. PTS: 1 REF: 297 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Comprehension 27. In relationship selling, salespeople focus more time on generating leads than on qualifying leads. ANS: F See Exhibit 18.4. PTS: 1 REF: 297 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Comprehension MULTIPLE CHOICE 1. _____ is marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service. a. Publicity b. Sales promotion c. Promotion d. Advertising e. Motivation selling ANS: B Sales promotion includes marketing activities––other than personal selling, advertising, and public relations––that stimulate consumer buying and dealer effectiveness. PTS: 1 REF: 283 Thinking KEY: CB&E Model Promotion OBJ: 18-1 TOP: AACSB Reflective MSC: BLOOMS Knowledge 2. Dell’s back-to-school program allows students who buy a new laptop computer for college to get a free printer. The printer giveaway is a(n): a....
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This document was uploaded on 09/29/2013.

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