Review Midterm Exam - MKTG336

Personal selling is BEST defined as:

• Mass communication to persuade customers

• Personal communication to unselfishly persuade a customer to buy a need-satisfying product

• Communication to maximize company profit

• One-way promotion via traditional media

A key difference in the new definition of personal selling is the emphasis on:

• Persuasion

• Unselfishness

• Closing skills

• Product features

The Golden Rule of selling encourages salespeople to:

• Prioritize their own sales goals

• Treat customers as they want to be treated

• Expect customers to return favors

• Put profits above relationships

Which type of salesperson “does what they can get away with”?

• Professional

• Golden Rule

• Traditional

• Partnering

Professional salespeople primarily focus on:

• Legal requirements and customer care

• Personal gain

• Selling with no presentation

• Avoiding follow-up

Golden Rule salespeople often attribute success to:

• Themselves

• Others who supported them

• Chance

• Aggressive closing

Which step is NOT part of the 10-step sales process?

• Preapproach

• Trial close

• Territory mapping

• Follow-up

Relationship selling focuses on:

• One-time transactions

• Contacting customers after purchase to ensure satisfaction

• Avoiding post-sale service

• Maximizing promotions

Partnering involves:

• Selling repeatedly without added value

• Improving customers’ operations and profits over time

• Focusing on the one-time sale

• Selling low-priced products only

Order-takers usually:

• Use creative sales strategies

• Wait for customers to order

• Prepare complex presentations

• Focus on new business