Marketing Review 3

A customer asks a specific product question that a new salesperson cannot answer. What should the new salesperson do?

• Tell the customer to contact the manufacturer  
• Explain that s/he is new and doesn't know
• Try to serve the customer as best s/he can
• Ask an available, experienced employee

How does a feature-benefit chart help a salesperson?

• Evaluates customer reaction to the presentation
• Explains the business's compensation rate to the salesperson  
• Determines which features and benefits appeal to each customer
• Provides a quick reference to the salesperson about the product

What is a product benefit that a salesperson might point out to a customer who wants to buy a computer?

• Monitor has a nonglare screen. 
• Pre-installed software saves money
• Print capability is optional.
• Models are available in many colors.

When salespeople explain the benefits of a technical product, what questions are they answering for customers?

• What is the warranty? 
• What is it? 
• What is the price? 
• What's in it for me? 

After learning that a customer is interested in a computer that can produce sophisticated graphics, what should be the salesperson's next step?

• Trying to reach closure with the customer
• Suggesting a specific computer to the customer
• Trying to make the customer feel more relaxed
• Giving the customer a price list

Five years after a new product has been introduced, sales begin to level off because customers are purchasing the competitor’s brand. Which strategy would be mostappropriate to use in this situation?

• Take the product off the market.
• Do nothing; fluctuations in sales are common.
• Modify the product to renew customer interest.
• Triple the advertising budget for the product.

Why is the quality level of a product an important product or service management decision?

• It identifies a product's brand.
• It reflects the image of the business
• It protects the consumers.
• It refers to the way the product works.

Why would a business use a broad product mix?

• To assure that the product lines are related
• To promote one-stop shopping
• To decrease legal liabilities
• To relate the products to the target market

Why does a company need to know the life-cycle stages of its products?

• To prevent imitators from entering the market
• To find new uses for the product
• To predict the length of the life cycle
• To adapt its marketing strategies

What is a technologically advanced method that allows businesses to produce products that are specialized for a few customers?

• Intermittent conversion
• Automatic production
• Computerized robotics
• Mass customization