Ans t pts 1 ref 284 obj 18 3 type app top aacsb

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ANS: T PTS: 1 REF: 284 OBJ: 18-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion 13. Trade shows are an excellent place to introduce new products to the marketplace. ANS: T PTS: 1 REF: 284 OBJ: 18-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion 14. Manufacturers use trade promotions because they generate excitement among consumers. ANS: F Manufacturers use trade promotions because they help manufacturers gain new distributors, obtain in- termediary support for consumer promotions, and improve trade relations. PTS: 1 REF: 285 OBJ: 18-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion
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15. Personal selling becomes a more important promotional tool as product complexity and buyer risk in- crease. ANS: T See Exhibit 18.2. PTS: 1 REF: 285 OBJ: 18-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion 16. Dave is in charge of finding sponsors for the 2011 Riverbend Festival. He is meeting with marketing representatives from Wrangler jeans and First Tennessee National Bank, attempting to convince them to sponsor the event. Dave is engaged in personal selling. ANS: T PTS: 1 REF: 285 OBJ: 18-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion 17. Relationship selling is also called interactive selling. ANS: F It is also called consultative selling. PTS: 1 REF: 286 OBJ: 18-5 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion 18. Relationship selling is really just a new name for transactional selling. ANS: F Relationship selling is a personalized, empathetic approach to creating satisfied long-term customers. PTS: 1 REF: 286 OBJ: 18-5 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion 19. With relationship selling the salesperson would spend most of his or her contact time with the prospect talking about the product because the salesperson does not want to waste the customer's time. ANS: F With relationship selling, the salesperson spends most of his or her time attempting to build a problem- solving environment with the customer. See Exhibit 18.3. PTS: 1 REF: 286 OBJ: 18-5 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion 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: 287 OBJ: 18-6 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion 21. In relationship selling, salespeople focus more time on generating leads than on qualifying leads. ANS: F See Exhibit 18.4.
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PTS: 1 REF: 292 OBJ: 18-6 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion 22. 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: 287 OBJ: 18-6 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion 23. 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.
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  • Spring '10
  • Patterson
  • Sales, sales representative, AACSB Reflective Thinking

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