MRKT CH. 17 REVIEW

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paulpfiction
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55728
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MRKT CH. 17 REVIEW
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2010-12-13 20:31:03
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MRKT REVIEW
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MRKT CH. 17 REVIEW
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  1. involves the two-way flow of communication between a buyer and seller, often face-to-face encounter, designed to influence a person's or group's purchase decision
    personal selling
  2. involves planning the selling program, and implementing and evaulation the personal selling effort of the firm.
    sales management

    • includes:
    • setting objectives
    • organizing the salesforce
    • reruiting
    • selecting
    • training
    • compensating salespeople
    • evaluating the performance
  3. personal selling serves 3 major roles in a firm's overall marketing effort
    • sales people are the critical link between the firm and its customers
    • salespeople are the company is the consumers eyes
    • personal selling may play a dominant role in a firm's marketing program
  4. customer value creation is made possible by _____________, the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time
    relationship selling
  5. 2 types of personal selling exists:
    • order taking
    • order getting
  6. ______ processes routine orders or reorders for products that were already sold by the company

    a. order taker
    b. order getting
    c. all of the above
    a. order taker
  7. the primary responsibility of ________ is to perserve an ongoing relationship with existing customers and maintain sales

    a. order takers
    b. order getters
    c. none of the above
    a. order takers
  8. an _________ sells in a conventional sense and identifies prospective customers, provides customers with information, persuades cuctomers to buy, closes sales, and follows up on customers use of a product or service

    a. order getter
    b. order taker
    c. none of the above
    a. order getter
  9. an __________ involves a high degree of creativity and customer empathy

    a. order getter
    b. order taker
    c. all of the above
    a. order getter
  10. the practice of using the telephone rather than personal visits to contact current and prospecctive customers
    outbound telemarketing
  11. the personal selling process consits of 6 stages
    • prospecting
    • preapproach
    • approach
    • presentation
    • close
    • follow up
  12. the search for and qualification of potential customers

    A. close
    B. approach
    C. presentation
    D. preapproach
    E. prospecting
    F. follow up
    E. prospecting
    (this multiple choice question has been scrambled)
  13. 3 types of prospects
    • lead: the name of a person who may be a possible customer
    • prospect: a customer who wants or needs the product
    • qualified prospect: individual who wants the product, can afford it, and is the decision maker
  14. a salesperson opens a directory, picks a name, and contacts that individual or business
    cold canvassing or cold calling
  15. _______ stage involves obtaining further information on the prospect and deciding on the best method of approach

    A. presentation
    B. approach
    C. follow up
    D. preapproach
    E. close
    F. prospecting
    D. preapproach
    (this multiple choice question has been scrambled)
  16. _______ stage involves the initial meeting between the salesperson and prospect, where the objectives are to gain the prospect's attention, stimulate interest, and build the foundation for the sales presentation itself and the basis for a working relationship. First impression is critical at this stage

    A. presentation
    B. preapproach
    C. prospecting
    D. approach
    E. close
    F. follow up
    D. approach
    (this multiple choice question has been scrambled)
  17. the _______ stage is at the core of the order getting selling process, and its objective is to convert a prospect into a customer by creating a desire for the product or service

    A. prospecting
    B. presentation
    C. preapproach
    D. follow up
    E. approach
    F. close
    B. presentation
    (this multiple choice question has been scrambled)
  18. 3 major presentation formats exist
    • stimulus-response format: assumes that given the appropriate stimulus by a salesperson, the prospect will buy
    • formula selling format: based on the view that a presentation consists of information that must be provided in an accurate, thorough, and step by step manner to inform the prospect
    • need-satisfaction format: emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers
  19. a popular version of the format selling presention
    canned sales presentation: a memorized, standardized message conveyed to every prospect
  20. Two selling styles common with the need-satisfaction presentation
    • adaptive selling: involves adjusting the presentation to fit the selling situation
    • consultative selling: focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution (more common with business to business)
  21. 6 techniques used to deal with objections in a courteous, ethical, and professional manner
    • acknowledge and convert the objection
    • postpone
    • agree and neutralize
    • accept the objection
    • denial
    • ignore the objetion
  22. the ______ stage in the selling pocess involves obtaining a purchase commitment fromt he prospect. This stage is the most important and the most difficult because the salesperson must determine when the prospect is ready to buy

    A. preapproach
    B. prospecting
    C. follow up
    D. presentation
    E. close
    F. approach
    E. close
    (this multiple choice question has been scrambled)
  23. 3 closing techniques are used when a salesperson believes a buyer is about ready to make a purchase
    • trial close: asking the prospect to make a decision on some aspect of the purchase
    • assumptive close: entails askign the prospect to consider choices concerning delivery, warranty or financing
    • urgency close: used to commit the prospect quickly by making reference to the timeliness of the purchase
  24. the _______ stage includes making certain the customer's purchase has been properly delivered and installed and difficulties experienced with the use of the item are addressed
    follow-up
  25. sales management consists of three interrelated functions
    • sales plan formulation
    • sales plan implementation
    • salesforce evaluation
  26. the ________ is a statement describing what is to be achieved and where and how the selling effort of the salespeople is to be deployed by 1. setting objectives 2. organizing the salesforce 3. developing account management policies
    sales plan

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