Question 1

A major responsibility of the public relations department is to:
A) decide on the appropriate mix of advertising media.
B) maintain close ties with the media, community leaders, government officials and other stakeholders.
C) identify appropriate markets for the firm's products, and then select the most likely customers in each market.
D) train salespeople to interact better with their company's customers.

Accepted Answer

Maintaining close ties with the media, community leaders, government officials, and other stakeholders is a major responsibility of the public relations department. They have to create a positive image of the organization in the minds of these stakeholders and handle any negative publicity that might harm the organization's reputation. The other options, such as deciding on the appropriate mix of advertising media or identifying appropriate markets for the firm's products, are the responsibilities of the marketing department. Training salespeople to interact better with their company's customers is the responsibility of the sales department.

Question 2

The approach step of the selling process attempts to:
A) qualify potential customers who are willing and able to buy.
B) build credibility and establish rapport.
C) close the sale.
D) learn about potential customers and their wants and needs.

Accepted Answer

The approach step of the selling process focuses on building rapport and establishing credibility with potential customers. It is important to establish a positive relationship with the customer before attempting to sell a product or service. Qualifying customers, learning about their wants and needs, and closing the sale all come later in the selling process.

Question 3

Compared to advertising, publicity offers the advantage of greater:
A) flexibility.
B) personal appeal.
C) believability.
D) message repetition.

Accepted Answer

Publicity is viewed as more believable because it is perceived as less biased than advertising, which often has a promotional tone.

Question 4

People with an unmet need, the authority to buy, and the willingness to listen to a sales message represent a firm's:
A) prospects.
B) intermediaries.
C) buyers.
D) cohorts.

Accepted Answer

A prospect is a potential customer who has an unmet need, the authority to buy, and the willingness to listen to a sales message. They have the potential to become a buyer if they are successfully convinced by the sales message. Intermediaries refer to middlemen involved in the distribution process, while buyers are those who have already made a purchase. Cohorts refer to groups of people who share a common characteristic or experience.

Question 5

The purpose of a __________ is to move the selling process toward an actual product purchase.
A) follow up
B) closing
C) trial close
D) commission

Accepted Answer

The answer of The purpose of a __________ is to...

Question 6

After prospects have been identified and qualified, the next step in the selling process is __________. This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.
A) customer specification
B) the preapproach
C) consumer trait analysis
D) customer quantification

Accepted Answer

The preapproach is the step in the selling process that follows identifying and qualifying prospects. It involves conducting research and gathering information about potential customers to learn about their wants and needs. This allows the salesperson to tailor their approach to each individual customer and increase the chances of making a sale. Options A, C, and D are not accurate steps in the selling process.

Question 7

Compared to other promotional tools, publicity:
A) costs more.
B) offers the firm little control over the message.
C) prevents a response from competitive firms.
D) is the easiest to manage.

Accepted Answer

Publicity is generally considered to offer the firm little control over the message. This is because publicity often involves coverage by media outlets, which can choose to focus on certain aspects of the company or product that may not align with the firm's desired message. Additionally, publicity is often driven by external events or news cycles, which can make it difficult for firms to predict or plan for. While publicity can be a cost-effective way to generate buzz and reach a large audience, it does not offer the same level of control as other promotional tools such as advertising or personal selling.

Question 8

Which of the following statements is the most accurate?
A) Closing is the final and most important step in the selling process.
B) Once a sales presentation is completed, the salesperson should attempt to close as quickly as possible before the customer expresses any doubts and concerns.
C) Closing may involve getting the customer to agree to a trial close.
D) If the sales person has done a good job of qualifying prospects and has developed a strong presentation, then closing is the easiest step in the selling process.

Accepted Answer

Closing does not always have to be the final step in the selling process, and it is not always the most important. Additionally, attempting to close too quickly can backfire and create doubt and concerns in the customer. While having a strong presentation and qualifying prospects can make closing easier, it is not guaranteed to be the easiest step. A trial close involves gauging the customer's interest and willingness to buy, which can make the actual closing process smoother. Therefore, option C is the most accurate statement.

Question 9

The average cost of a single sales call to a potential B2B buyer in the U.S. is expensive and could cost about:
A) $50.
B) $100.
C) $500.
D) $1,500.

Accepted Answer

According to a study conducted by Velocify, the average cost of a single sales call to a potential B2B buyer in the U.S. is $500. This includes the time and resources spent on researching the prospect, making the initial call or email, and following up with any additional communication.

Question 10

In B2C sales the salesperson does not spend a great deal of their time:
A) following up.
B) closing.
C) qualifying.
D) presenting.

Accepted Answer

The answer of In B2C sales the salesperson does not...

Question 11

Bethany just finished making a sales presentation to a major prospect. In the next step of the selling process, Bethany will likely be:
A) processing the customer's order.
B) closing the sale, by asking the customer to make a commitment.
C) answering customer questions and dealing with objections.
D) setting an appointment for the customer to meet with her boss.

Accepted Answer

The answer of Bethany just finished making a sales presentation...

Question 12

The activity that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is called:
A) public research.
B) public relations.
C) public communication.
D) public advocacy.

Accepted Answer

Public relations involves evaluating public attitudes, changing policies and procedures in response to public requests, and executing a program of action and information to earn public understanding and acceptance. Public research involves conducting research to understand the public's opinions and needs, public communication refers to the act of communicating with the public, and public advocacy involves promoting a specific cause or agenda.

Question 13

The final step of the selling process involves:
A) follow-up.
B) closing.
C) posting.
D) trial closing.

Accepted Answer

The answer of The final step of the selling process...

Question 14

As a new salesperson for a textbook publisher, Kylie is creating a list of professors that decide what texts their schools use. She plans to e-mail these schools to determine what texts they are currently using and if they plan to adopt a new text. Identifying those decision makers that are willing to consider one of her texts is called:
A) personal development.
B) sales identification.
C) preliminary sales analysis.
D) prospecting and qualifying.

Accepted Answer

The process that Kylie is going through is known as prospecting and qualifying, which involves identifying potential customers and determining their needs and level of interest in a product. By creating a list of professors who decide what texts their schools use, and then contacting them to determine if they are open to considering a new text, Kylie is engaging in prospecting and qualifying to find potential customers who may be interested in purchasing her company's textbook.

Question 15

________ refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.
A) Word-of-mouth promotion
B) Personal selling
C) Public relations
D) Internal marketing

Accepted Answer

Personal selling refers to the direct presentation and promotion of goods and services to potential customers. It involves searching for prospects, building relationships with them, and providing follow-up services. Personal selling is often done face-to-face, but it can also be done over the phone or online. It is an important form of marketing, especially for businesses that sell high-value or complex products, as it allows salespeople to demonstrate the benefits and features of the products and address any concerns or objections from potential customers.

Question 16

A review of the personal selling process indicates that selling is:
A) a matter of establishing relationships.
B) getting a name on a sales contract.
C) about 90 percent luck and 10 percent skill.
D) giving way to computers in responding to consumer needs.

Accepted Answer

The personal selling process encompasses building relationships with potential customers in order to persuade them to make a purchase. It is focused on establishing trust and rapport with the customer in order to make a sale, rather than just getting a signature on a contract. Luck is not a significant factor in the selling process, as success is largely determined by the skill and effort of the salesperson. While technology can play a role in the sales process, it is not necessarily replacing the need for personal selling.

Question 17

After completing his sales presentation, Jerald's client expressed her concerns and questioned some of the details of the sales proposal. An effective salesperson would:
A) downplay these objections and push to close the sale as quickly as possible to avoid the endless questions that some customers ask.
B) address her concerns and develop a better relationship.
C) consider revising the presentation so that next time customer concerns and objections can be avoided.
D) bring in the top executives of the company to close the sale.

Accepted Answer

A good salesperson would address the customer's concerns and work towards resolving them. This would help build a better relationship with the customer and increase the chances of closing the sale successfully. Downplaying objections, avoiding questions or pushing for a quick sale can harm the relationship and make the customer hesitant to do business with the salesperson in the future. Revising the presentation based on the customer's feedback can also be helpful but should not be the immediate response without addressing the customer's concerns first. Bringing in top executives can be unnecessary and intimidating for the customer, and should only be done if absolutely necessary.

Question 18

"You never get a second chance to make a good first impression," captures the importance of the __________ step in the selling process.
A) prospecting
B) introduction
C) qualifying
D) approach

Accepted Answer

The quote "You never get a second chance to make a good first impression" emphasizes the significance of the approach step in the selling process, which is the initial contact made with the potential customer. It is during the approach that the first impression of the salesperson and their offering is formed. The other options, prospecting, qualifying, and introduction, come before the approach and do not involve direct contact with the customer.

Question 19

__________ refers to any information about a product or an organization that is communicated to the public through the media and is not paid for or controlled by the sponsor.
A) A market presentation
B) Promotion
C) Public relations
D) Publicity

Accepted Answer

Publicity refers to any information about a product or an organization that is communicated to the public through the media and is not paid for or controlled by the sponsor. Promotion refers to any marketing activity that is designed to increase awareness, generate interest, and encourage sales of a product or service. Public relations refers to the practice of building positive relationships with the public and the media through a variety of communication channels. A market presentation refers to a specific type of promotional activity where a company presents its products or services to potential customers or investors.

Question 20

In the seven-step B2B selling process, the selection of potential customers is known as:
A) prospecting.
B) synchronizing.
C) articulating.
D) qualifying.

Accepted Answer

The answer of In the seven-step B2B selling process, the...

Quiz 16: Using Effective Promotions

A major responsibility of the public relations department is to:

The approach step of the selling process attempts to:

Compared to advertising, publicity offers the advantage of greater:

People with an unmet need, the authority to buy, and the willingness to listen to a sales message represent a firm's:

The purpose of a __________ is to move the selling process toward an actual product purchase.

After prospects have been identified and qualified, the next step in the selling process is __________. This step requires the salesperson to learn as much as possible about the potential customers' wants and needs.

Compared to other promotional tools, publicity:

Which of the following statements is the most accurate?

The average cost of a single sales call to a potential B2B buyer in the U.S. is expensive and could cost about:

In B2C sales the salesperson does not spend a great deal of their time:

Bethany just finished making a sales presentation to a major prospect. In the next step of the selling process, Bethany will likely be:

The activity that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is called:

The final step of the selling process involves:

________ refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.

A review of the personal selling process indicates that selling is:

After completing his sales presentation, Jerald's client expressed her concerns and questioned some of the details of the sales proposal. An effective salesperson would:

"You never get a second chance to make a good first impression," captures the importance of the __________ step in the selling process.

__________ refers to any information about a product or an organization that is communicated to the public through the media and is not paid for or controlled by the sponsor.

In the seven-step B2B selling process, the selection of potential customers is known as: