Question 1

When Linda Roberts opened the Flower Bin, a flower and gift store, she knew to make her business a success she had to keep customers aware of her business. She encourages her customers to regularly visit her shop by constantly offering new items--she has turned the store into a "vibrant, evolving environment." Any consumer who enters the store is treated warmly like an old friend, and her repeat business is the key to the profitability of the store. From this information, you know Roberts uses:

Accepted Answer

Roberts focuses on building long-term relationships with her customers by treating them warmly and encouraging repeat visits through constantly offering new items. This approach aligns with relationship selling, which emphasizes creating and maintaining strong relationships with customers to foster loyalty and repeat business.

Question 2

The style of selling used by Saturn Corp. is built around fixed, no-haggle prices, full book prices for trade-ins, and patient explanations of all car features. Saturn also hosts the Saturn Homecoming when it invites all Saturn owners and their families to visit the factory where their cars were built and meet other Saturn owners. During the Homecoming, which lasts an entire weekend, the company stages events the whole family can enjoy together. This sort of effort is an example of:

Accepted Answer

Saturn Corp.'s approach focuses on building long-term relationships with customers through fixed pricing, fair trade-ins, thorough product explanations, and engaging community events like the Saturn Homecoming. This strategy emphasizes customer satisfaction and loyalty, hallmarks of relationship selling.

Question 3

Connect Peripherals makes computer disk drives. The company practices _____. It creates long-term alliances with its customers. It will not design or build a new product until at least one of its major customers has given its input and approved the final design. Connect Peripherals uses:

Accepted Answer

Connect Peripherals engages in relationship selling by creating long-term alliances with its customers and involving them in the design process of new products. This approach emphasizes building strong, lasting relationships with customers rather than focusing solely on individual transactions.

Question 4

Why are marketers increasingly relying on telemarketing for much of their personal selling efforts?

Accepted Answer

Telemarketing increases selling efficiency by allowing marketers to reach a larger audience quickly and at a lower cost compared to traditional face-to-face selling methods.

Question 5

Which of the following is the most likely product for a telemarketer to sell?

Accepted Answer

Telemarketers often sell products or services that require renewal or regular updates, such as magazine subscriptions. This makes option C the most likely product for a telemarketer to sell, as it involves contacting individuals or businesses to renew their subscriptions, a task well-suited to telemarketing strategies.

Question 6

Telemarketing is typically used to do all of the following EXCEPT:

Accepted Answer

The answer of Telemarketing is typically used to do all...

Question 7

Telemarketing can be used to:

Accepted Answer

Telemarketing can serve multiple purposes including improving relationships with middlemen, seeking new leads, processing orders for standardized products, and dealing with small-order customers, making all of the options correct.

Question 8

Which category of Internet selling qualifies as personal selling because of its interactive nature?

Accepted Answer

The answer of Which category of Internet selling qualifies as...

Question 9

A commercial fishing captain who wanted to find the highest bidder for a batch of just-caught swordfish can go to www.Gofish.com to find a restaurant chain, a fish cannery, or a supermarket interested in buying his catch. When the sale is made, the captain would have engaged in:

Accepted Answer

The captain is using the internet to find buyers and sell his catch, which is an example of internet selling.

Question 10

Compaq Computer Corp. gave each of its sales people fully equipped home sales offices with a notebook computer, fax machine, copier, and two phone lines to give them immediate access to all data any sales person might need to make a sale. By spending some $8,000 to equip more than 200 offices, Compaq was able to close three regional offices and save $10 million in staff salaries and rent annually. This is an example of how a company can use _____ to improve the efficiency of the sales operation.

Accepted Answer

This scenario describes Sales Force Automation (SFA), where technology is used to equip sales personnel with the tools they need to work more efficiently, in this case, enabling them to work remotely with full access to necessary data and equipment.

Question 11

_____ is the capability to use electronic tools to combine company and client information in real time to enhance the sales function.

Accepted Answer

Sales force automation (SFA) is specifically designed to streamline all phases of the sales process, enhancing the efficiency of sales operations by integrating various sales tools in real time, which includes the capability to combine company and client information for better sales management.

Question 12

A college student selling tickets for a car wash as a fund-raiser will sell more tickets if he or she makes a list of businesses and individuals who are likely buyers, rather than selling asking people at random. In other words, _____ will help the student make more sales.

Accepted Answer

Prospecting involves identifying potential customers, which in this context means making a list of businesses and individuals likely to buy tickets, thereby increasing sales efficiency and success.

Question 13

LWC, Limited makes water filtration systems that remove iron, sulfur, and manganese from the water. A sales person for LWC has been given the Gulf Coast sales territory. She is currently making a list of businesses and their owners that could benefit from the installation of a water filtration system. What stage of the selling process is she engaged in?

Accepted Answer

The salesperson is in the prospecting stage, which involves identifying potential customers (prospects) who might benefit from the company's product or service. In this case, she is making a list of businesses and their owners who could benefit from a water filtration system, indicating she is looking for new leads or prospects.

Question 14

Wagner Electronics sells meters to measure the moisture content in lumber used in building. Too high a moisture level often produces warping and makes the finished product unattractive and unmarketable. To find people who are interested in owning one of its highly rated moisture content measurement devices, Wagner Electronics ran an ad in a woodworking trade journal. The ad asked anyone interested in learning more about the meter to call a toll-free number. What stage in the sales process does this sort of ad represent?

Accepted Answer

This ad represents the prospecting stage in the sales process, where the company is seeking to identify potential customers (prospects) who might be interested in their product. By asking interested individuals to call a toll-free number, Wagner Electronics is looking to generate leads.

Question 15

A good source of leads for a sales person could be:

Accepted Answer

Current customers, sales managers, trade associations, and industry directories can all be valuable sources of leads for a salesperson. Each offers unique opportunities to identify potential clients or customers who may be interested in the products or services being offered.

Question 16

The sales person for a new pet food designed to help overweight pets lose weight collected the names of all of the veterinarians in the St. Louis area because he thought the veterinarians would be a good target for his personal selling activities. The pet food sales person was involved in:

Accepted Answer

The salesperson was involved in prospecting, which is the process of identifying potential customers (in this case, veterinarians in the St. Louis area) who might be interested in the product being sold.

Question 17

The sales person for Western Metal Fabricators has found a customer who is interested in buying aluminum railing for a sports arena that is currently in the planning stage. Before the sales person can continue with the selling process, he must first determine whether the customer has the purchasing power and the authority to buy. In other words, the sales person has to engage in:

Accepted Answer

Qualifying involves determining whether a potential customer has the need, purchasing power, and authority to buy a product or service. In this scenario, the salesperson is trying to ascertain if the customer has the authority and financial capability to purchase aluminum railing, which is a process of qualifying the customer.

Question 18

In order for a sales person to qualify a prospect, the prospect must:

Accepted Answer

A qualified prospect must have both the willingness and the capability (financial and authority) to make a purchase.

Question 19

The Adams Heritage Gallery sells wall tapestries and other forms of fabric art. Once its owner, Constance Ray, determines a potential buyer is both willing and financially able to buy a piece of art, she should:

Accepted Answer

Once a potential buyer is identified as willing and financially able, the next step is to generate interest and stimulate desire for the specific piece of art to move towards closing the sale.

Question 20

Ishmerai sells metal lockers such as are found in gyms, schools, airports, and many other facilities where employees need a safe place to keep their personal belongings. Before calling on the purchasing agent for a large school system that was getting ready to purchase new lockers for its three high schools, Ishmerai learned the agent was a Tennessee Titans fan, had graduated from University of Tennessee, and liked to take his vacation to coincide with Fan Fair in Nashville. Ishmerai would have gathered this sort of information while he was:

Accepted Answer

This information would be gathered during the preapproach phase, where a salesperson learns about a potential client to build rapport and tailor their sales approach.

Quiz 18: Personal Selling and Sales Management