Chapter 6-3 Review

A salesperson is often the only representative of the company that customers ever come in contact with.

• True

• False

Personal selling is a direct communication between a prospective buyer and a sales representation in which the sales representative attempts to influence the prospective buyer in a purchase situation.

• True

• False

Benefits are the physical characteristics or capabilities of the product or service.

• True

• False

Conducting a needs assessment involves interviewing a customer to determine his or her specific needs and wants.

• True

• False

Satisfying a need is sometimes called problem resolution.

• True

• False

Emotional buying decisions are based on the desire to have a specific product or service.

• True

• False

A coupon is a type of rebate.

• True

• False

A disadvantage of using telemarketing a promotional strategy is that it is expensive.

• True

• False

An increased sales conversion rate and a positive return on investment are two ways to measure the effectiveness of promotional activities.

• True

• False

Selling skills become more important when customers

• know exactly what they want

• try to satisfy their basic needs

• are making rational buying decisions

• seek to meet their upper-level needs