Deck 12: Customer Service and Retail Selling

Question 1

What three elements should be used as the basis for designing customer service programs?

A) In-store, post-purchase, and transient
B) Product selection, product availability, and time spent looking
C) Pretransaction, transaction, and posttransaction
D) Product availability, searching time, and price
E) Repair, personal selling, and warranty services

Answer 1

C

Question 2

Which of the following is an example of a posttransaction service offered by retailers?

A) Information aids
B) Counseling lessons
C) Credit availability
D) Delivery
E) Layaway

Answer 2

D

Question 3

Which of the following is an important factor to consider when determining the service level to be offered by a retailer?

A) Target market income
B) Selling policies of your channel partners
C) Price image
D) Minimum wage rate
E) level of inflation

Answer 3

A

Question 4

Nordstrom's return policy to "Replace anything on demand,no matter how expensive,no questions asked," is an example of a:

A) pretransaction service.
B) personal shopping service.
C) transaction service.
D) price image of the store.
E) posttransaction service.

Question 5

_____ retailing includes all the activities designed to attract,retain,and enhance customer relationships.

A) Relationship
B) Consumer
C) High-performance
D) Service
E) Promotional

Question 6

Dorothy Lane Market offers weekly cooking classes.These demonstrations are an example of the retailer providing its customers with:

A) transaction service.
B) convenient hours.
C) informational aids.
D) personal selling.
E) pretransaction service.

Question 7

The three basic tasks of retailing are:

A) getting consumers from outside your trading area into your store, getting these consumers to sign up for store credit, and keeping these consumers happy.
B) getting consumers from inside your trading area into your store, getting these consumers to sign up for store credit, and offer these consumers the lowest prices possible.
C) getting consumers from your trading area into your store, converting these consumers into loyal customers, and doing so in the most efficient manner possible.
D) getting consumers from your trading area into your store, getting these consumers to sign up for store credit, and converting them into loyal customers.
E) getting consumers from your trading area into your store, keeping them happy while in the store, and getting them to join the store's frequent buyers program.

Question 8

A retailer ensures that customers are able to locate a needed item by having proper in-store signage,displays,helpful employees,and a well-designed layout.This is an example of:

A) pretransaction services.
B) transaction services.
C) promotional services.
D) posttransaction services.
E) building and fixture management.

Question 9

A retailer seeks to ensure that the indoor temperature is within the highest standards of comfort.This policy is an example of:

A) price management.
B) building and fixture management.
C) promotion management.
D) credit management.
E) environmental management.

Question 10

High-performance retailers can develop programs to attract,retain,and enhance relationships with their customers by offering _____ benefits.

A) social and product
B) product and convenience
C) convenience and image
D) financial and social
E) image and social

Question 11

Which of the following statements is FALSE regarding the service level a retailer should offer its customers?

A) The services offered by a retailer's store in one location should be different from those offered by another store in the chain in a different location.
B) The services offered by competitors will have an effect on the customer services a retailer offers.
C) A retailer may be able to increase profits by cutting back on costly customer services.
D) It is relatively easy for retailers to determine the optimal number and level of customer services to offer.
E) The size and type of store can influence which services a retailer should offer.

Question 12

A retailer of luxury products offers personal shopping,free gift wrapping,and free delivery.The retailer is most likely considering which factor when determining the customer services offered?

A) Competition
B) Price image
C) Cost of service
D) Type of merchandise
E) Retailer characteristics

Question 13

All of the following EXCEPT _____ are transaction services that retailers should offer customers.

A) check cashing
B) personal selling
C) gift cards
D) layaway
E) complaint handling

Question 14

Nordstrom offers its customers a free dress shirt if it is ever out of stock on any of the basic sizes.This policy is an example of:

A) price management.
B) building and fixture management.
C) promotion management.
D) credit management.
E) merchandise management.

Question 15

If a retailer cannot offer the same services as its competitors:

A) it should not worry about competitors' services.
B) it should no longer consider them to be competitors.
C) it could move to a different trading area.
D) it could discontinue offering any services.
E) it could offer lower prices.

Question 16

A transient customer is a consumer who:

A) routinely shops multiple stores looking for the best price.
B) visits another store only when his/her regular store is closed.
C) visits the store while on vacation.
D) actively seeks an alternative store that offers the level of customer service he/she feels is appropriate.
E) shops multiple stores because he/she prefers is indecisive.

Question 17

_____ are services provided to customers after they have purchased merchandise or services.

A) Transaction services
B) Informational aids
C) Posttransaction services
D) Personal selling
E) Pretransaction services

Question 18

_____ are services provided to the customer prior to entering the store.

A) Promotional management
B) Pretransaction services
C) Advertising expenditures
D) Posttransaction services
E) Promotional services

Question 19

When service meets or exceeds customers' expectations,it is said to be _____ service.

A) high-quality
B) top-notch
C) high-performance
D) 100 percent guaranteed
E) exemplar

Question 20

Which of the following activities is NOT a transaction service?

A) Gift wrapping and packaging
B) Credit
C) Convenient hours
D) Personal shopping
E) Layaway

Question 21

A salesperson should illustrate how a certain product fits a customer's already-defined criteria when the customer has what kind of choice criteria?

A) Choice criteria in conflict
B) No active product choice
C) Inadequate choice
D) Explicit choice
E) Vague choice

Question 22

Customers who tend to postpone all decisions,and who want the salesperson to make the decision for them,are characterized as:

A) sociable.
B) defensive.
C) interrupters.
D) indecisive.
E) impulsive.

Question 23

Customers who are confident in their ability to make decisions,and who are open to new ideas but want brevity,are characterized as:

A) interrupters.
B) decisive.
C) sociable.
D) defensive.
E) impulsive.

Question 24

Customers with intense and impatient personalities are characterized as:

A) sociable.
B) defensive.
C) interrupters.
D) indecisive
E) impulsive.

Question 25

Generally,retailers with high margins and high levels of customer service place more emphasis on which type of salesperson?

A) Order getters
B) High-pressure sellers
C) Profit-oriented sellers
D) Order takers
E) Persuasive sellers

Question 26

According to the text,which of the following is NOT one of the general ways a retail salesperson can spend his/her time?

A) Idle time
B) Nonselling time
C) Merchandising time
D) Selling time
E) Absent time

Question 27

If a retail salesperson is required to perform a wide range of activities,the person is said to have a high level of:

A) task identity.
B) responsibility.
C) variety.
D) multi-tasking.
E) autonomy.

Question 28

Which of the following describes the degree to which an employee is involved in the total sales process?

A) Autonomy
B) Responsibility
C) Individuality
D) Involved time
E) Task identity

Question 29

The salesperson may present convincing arguments for considering a number of criteria when the customer has:

A) explicit choice criteria.
B) well-defined choice criteria.
C) no active product choice criteria.
D) inadequate or vague choice criteria.
E) choice criteria in conflict.

Question 30

A type of salesperson who informs,guides,and persuades the customer in order to culminate a transaction either immediately or in the future is called a(n):

A) profit-oriented seller.
B) persuasive seller.
C) order getter.
D) task-oriented seller.
E) order taker.

Question 31

A salesperson's conversion rate is defined as:

A) the total number of customers who walk out of the store with a purchase divided by the total number of customers who entered the store.
B) the number of customers who make a purchase on the first visit to a store divided by the total number of customers.
C) total number of transactions per hour.
D) total items purchased divided by number of customers entering the store.
E) the number of customers who make a purchase divided by the number of customers who do not make a purchase.

Question 32

Your total sales during a six-hour shift were $1,200.Your individual performance in terms of sales per hour would be:

A) $1,200.
B) $200.
C) $2,000.
D) $400.
E) $66.

Question 33

Last week,the Card Shop had 600 shoppers enter the store.Of those 600 shoppers,120 actually made purchases.What would be the conversion rate for the store's sales staff?

A) 2.0 percent
B) 20 percent
C) 25 percent
D) 200 percent
E) 250 percent

Question 34

Which of the following is NOT one of the typical choice criteria situations that a salesperson may face when in dealing with customers?

A) No active product choice criteria
B) Product known but money/credit lacking
C) Inadequate or vague choice criteria
D) Choice criteria in conflict
E) Explicit choice criteria

Question 35

When designing a sales job,a retailer should consider all of the following factors EXCEPT:

A) feedback from supervisors.
B) the amount of variety involved.
C) whether the applicant is outspoken or not.
D) the appropriate degree of autonomy.
E) the level of task identity present.

Question 36

In an attempt to generate a sale and to build repeat business,a salesperson should help the customer define his/her problems or needs when the customer has a(n):

A) explicit choice criteria.
B) well-defined choice criteria.
C) no active product choice criteria.
D) inadequate or vague choice criteria.
E) choice criteria in conflict.

Question 37

Consumers that desire to purchase a Porsche Boxster because of its reputation for speed and status but also want to keep their insurance premiums down are experiencing:

A) explicit choice criteria.
B) well-defined choice criteria.
C) no active product choice criteria.
D) inadequate or vague choice criteria.
E) choice criteria in conflict.

Question 38

A grocery store is most likely to employ what type of salespeople?

A) Order getters
B) Persuasive sellers
C) Sales support staff
D) Order takers
E) Informational sellers

Question 39

A salesperson spends 25 minutes walking amidst the customers,looking for an interested person to engage in an approach.These 25 minutes are considered to be part of the salesperson's:

A) closing time.
B) idle time.
C) nonselling time.
D) productive time.
E) selling time.

Question 40

Once retailers determine the hiring criteria,they must then identify the potential predictors of success.Which one of the following factors is NOT considered to be a predictor of a salesperson's future success?

A) Experience
B) Demographics
C) Personality
D) Gender
E) Intelligence

Question 41

The _____ provides management with a detailed analysis of current sales activity by location and by selling area.

A) merchandise management audit
B) closing audit
C) customer service and sales enhancement audit
D) customer choice audit
E) sales audit

Question 42

Retailers can only obtain a low degree of differentiation through their customer-service programs.

Question 43

When telling a customer about a product,the salesperson should:

A) give the customer all the technical information needed to understand how the product works.
B) stress the features that are the product's outstanding qualities.
C) tell the customer the price is right.
D) suggest that the customer do some comparison shopping before making the purchase decision.
E) not let the customer handle the product until the salesperson has finished the presentation.

Question 44

_____ is the stage in the retail sales process where an effective salesperson continues to sell even after the sale has been competed.

A) Approach
B) Prospecting
C) Sales presentation
D) Closing the sale
E) Suggestion selling

Question 45

Today's retailers can develop long-term relationships with their customers by offering financial and social benefits.

Question 46

What is the first thing that a salesperson should do during the sales presentation?

A) Inform the customer about the benefits of the retailer's merchandise in an appealing manner.
B) Help the customer to decide on the product that best fulfills the customer's needs.
C) Listen to the customer's needs so that the salesperson can first determine the right price range of products.
D) Select the right product or service that the salesperson believes will satisfy the customer's needs.
E) Tell the customers that they are in goods hands.

Question 47

The _____ is not an attempt to learn what the customer wants; instead,it concentrates on the facts of their shopping experience.

A) customer service and sales enhancement audit
B) sales audit
C) consumer choice audit
D) service evaluation audit
E) audit

Question 48

Which of the following is NOT a salesmanship factor measured by the customer service and sales enhancement audit?

A) Merchandise knowledge
B) Customer contact
C) Needs clarification
D) Active selling
E) Suggestion selling

Question 49

Profitable retailers must be able to differentiate themselves by meeting the needs of their customers better than the competition.

Question 50

Most salespersons state that_____ is the most difficult step in the selling process.

A) determining the consumer's "real" need
B) asking them for more information
C) initial contact with the customer
D) closing the sale
E) listening to what the customer has to say

Question 51

A local stockbroker spent two hours explaining the benefits of owning IBM stock to a middle-aged couple.After listening to stockbroker,the couple decided not to buy IBM stock.The two hours the stockbroker spent with the couple would be considered:.

A) wasted time.
B) idle time.
C) nonselling time.
D) unproductive time.
E) selling time.

Question 52

During which stage of the selling process does the retail employee have the opportunity to "set the mood" for a sale?

A) Approach
B) Sales presentation
C) Prospecting
D) Suggestion selling
E) Closing the sale

Question 53

Retailers should concentrate all of their customer-service programs around pretransaction elements.

Question 54

Which of the following is NOT an effective method of closing a sale?

A) Assume that the customer has already made a decision
B) Make the decision for the customer
C) Tell the customer that it would be really stupid if he/she does not buy the merchandise you have just suggested
D) Ask the customer to select the product/service
E) Turn an objection around by stressing a positive aspect of the product

Question 55

Which of the following would be a good approach statement for a salesperson to use?

A) Can I help you find something?
B) How may I help you?
C) Are you looking for anything in particular?
D) Hello, welcome to our store.
E) Would you be interested in applying for our credit card? You can save 10 percent, today!

Question 56

_____ is the process of locating or identifying potential customers that have the ability and willingness to purchase your product.

A) Prospecting
B) Suggestion selling
C) Sales presentation
D) Closing the sale
E) Approach

Question 57

Retailers should attempt to maximize the profit on each transaction and not be concerned about building a mutually beneficial,long-term relationship with their customers.

Question 58

Loyal customers are more price conscious and more prone to shop other retailers selling the same merchandise mix.

Question 59

During the _____ stage of the retail selling process,a salesperson locates or identifies potential customers that have the ability and willingness to purchase the retailer's product.

A) approach
B) closing the sale
C) sales presentation
D) prospecting
E) suggestion selling

Question 60

High-quality service is service that meets or exceeds customers' expectations.

Question 61

The availability of credit can increase customers' impulse buying and can also increase their willingness to purchase expensive items.

Question 62

Retail salespeople and the service they provide are major factors in the consumer purchase decision.

Question 63

The management of the retail sales force plays a crucial role in the success or failure of retail operations.

Question 64

When using layaway,the customer retains physical possession of the item(s)purchased,but must pay in installments to maintain possession.

Question 65

A retailer's characteristics,such as store location,store size,and store type,help determine which services a retailer should offer its customers.

Question 66

The services offered by competitors will have a little effect on the level and variety of customer services offered.

Question 67

Servicing and repair are probably one of the most difficult customer services for a retailer to manage.

Question 68

A fast food restaurant is more likely to employ order takers than order getters.

Question 69

Dwell time refers to the amount of time a consumer must spend waiting to complete a purchase (e.g.,standing in the cash register's line).

Question 70

A retailer located downtown will likely offer different services than one located in a suburban shopping center,even if they sell the same merchandise.

Question 71

Personal shopping services rarely build relationships with customers.

Question 72

A retailer's customer service policy should be integrated into all aspects of its operation.

Question 73

The central complaint department is the least efficient method for handling and solving customer problems.

Question 74

Retailers that concentrate on the sale of convenience goods will expect their salespeople to be order getters.

Question 75

Convenient operating hours are the most basic service a retailer should provide to a customer.

Question 76

Geek Squad's 24-hour in-home customer support is an example of a transaction service.

Question 77

A customer that visits a retailer and finds the service level to be below their expectations is likely to become a repeat customer.

Question 78

The two most overlooked problems regarding transaction services are having clean restrooms and minimizing dwell time.

Question 79

A customer service program should not consider the layout and design of the retailer's building and its fixtures.

Question 80

Today,some retailers are using the Internet to provide consumers with information aids about their store.