Marketing Final Exam

Marketing Final Exam

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Unformatted text preview: d production schedules at three different plants to satisfy an unexpected demand for boxes from General Electric. The salesperson’s action is typical of the company’s sales philosophy and indicates an emphasis on: a. consultative promotion b. relationship selling c. adaptive selling d. transformational selling e. transactional buying ANS: B Relationship selling or consultative selling is designed to help customers achieve their goals. PTS: 1 REF: 291 Thinking KEY: CB&E Model Promotion OBJ: 18-5 TOP: AACSB Reflective MSC: BLOOMS Application 60. _____ is a sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships. a. Networking b. Adaptive selling c. Stimulus-response selling d. Relationship selling e. Needs-dependent selling ANS: D Relationship selling is a multistage process that emphasizes personalization and empathy as key ingredients in identifying prospects and developing them as long-term satisfied customers. PTS: 1 REF: 291 Thinking KEY: CB&E Model Promotion 61. Relationship selling is also called: a. b. c. d. e. OBJ: 18-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge long-term selling win–win selling consultative selling experiential selling interactive selling ANS: C Relationship selling is also called consultative selling. PTS: 1 REF: 291 Thinking KEY: CB&E Model Promotion 62. Relationship selling: a. b. c. d. e. OBJ: 18-5 TOP: AACSB Reflective MSC: BLOOMS Knowledge is also called adaptive selling is more concerned with making a sale than with developing customer trust is more typically used when selling lowinvolvement products in the consumer market emphasizes a win–win outcome is declining in popularity among businesses because the costs are becoming prohibitive ANS: D Relationship selling is also called consultative selling. It is more concerned with developing customer trust than with making a sale. Typically, industrial-type goods are sold using relationship selling. PTS: 1 REF: 291 Thinking KEY: CB&E Model Promotion OBJ: 18-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension 63. The knowledge that most businesses depend on repeat sales is the basis of: a. b. c. d. e. traditional personal selling direct marketing all trade promotions relationship selling product-oriented selling ANS: D The goal of relationship selling is to develop long-term satisfied customers. PTS: 1 REF: 290 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Comprehension 64. All of the following statements characterize the traditional personal selling approach EXCEPT: a. Traditional selling focuses on closing sales. b. Traditional selling uses short-term follow-ups that focus on product delivery. c. Traditional personal selling takes a team approach to the account. d. Salespeople sell products, not advice and assistance. e. Proposals and presentations used emphasize pricing and product features. ANS:...
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This document was uploaded on 09/29/2013.

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