Marketing Final Exam

Of northwest medical system to discuss the creative

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Unformatted text preview: lective MSC: BLOOMS Comprehension 88. Danny is in charge of new business development for his advertising agency. He recently made a sales presentation to the administration of Northwest Medical System to discuss the creative approaches his agency would use to differentiate Northwest Medical from its competition. Danny ended the presentation by asking, “When would you like our firm to begin working on your new brand awareness campaign?” In which stage of the selling process would such a question most likely be asked? a. Closing the sale b. Follow-up c. Dealing with cognitive dissonance d. Handling rejection e. Qualifying the prospect ANS: A Closing the sale means asking for the sale. The request can be placed indirectly, as this one is. PTS: 1 REF: 296 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Application 89. _____ is the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement. a. Conciliation b. Negotiation c. Compromise d. Concession e. Dispensation ANS: B Negotiation often plays a key role in the closing of the sale. PTS: 1 REF: 296 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Knowledge 90. When a salesperson offers a discount if a prospect places a larger order, he or she is using the process of: a. summary b. assumption c. negotiation d. adaptation e. follow-up ANS: C Negotiation involves offering special concessions during the closing of the sale. PTS: 1 REF: 296 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Knowledge 91. Salespeople ensure that delivery schedules are met, that the good or service performs as promised, and that buyers are trained in the use of the product. All of these functions are part of _____, the final step in the selling process. a. the preapproach b. closing c. lead qualification d. following up e. the sales presentation ANS: D The follow-up is the final step of the selling process and is one of the most important aspects of a salesperson’s job. PTS: 1 REF: 297 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Comprehension 92. Which of the following statements about the relative amount of time spent in the selling process by different types of salespeople is true? a. A consultative salesperson would spend a lot of time generating leads. b. A traditional salesperson would spend a lot of time following up the sale. c. A relationship salesperson would spend a lot of time handling objections. d. A relationship salesperson would spend a lot of time qualifying leads. e. A consultative salesperson would spend a lot of time closing the sale. ANS: D See Exhibit 18.4. PTS: 1 REF: 297 Thinking KEY: CB&E Model Promotion OBJ: 18-6 TOP: AACSB Reflective MSC: BLOOMS Analysis 93. In traditional selling, more time is spent _____ than in relationship selling. a. qualifying leads b. following up c. handling obje...
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This document was uploaded on 09/29/2013.

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