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WorksheetsTUTORIAL 2
Total questions: 15
Worksheet time: 30mins
The development of a personal selling philosophy most likely involves:
a full acceptance of the limits of the marketing concept
a full appreciation of the tenets of the free enterprise system
a desire to sell internationally
assuming the role of a problem-solver in helping customers make complex buying decisions
assuming the role of a competitor for customers' business
Sales departments and marketing departments often compete for:
the largest number of employees in the company
the biggest customers
financial resources and budget share
management's favor
product to give away
The ultimate goal of the "marketing concept" is:
product diversification
customer satisfaction
brand loyalty
rising profit margins
efficiency of production
Which of the following statements would NOT be an application of the marketing concept?
Let's speed up production and get these products to customers faster by eliminating the field test.
Let's show these product designs to some prospective buyers for their reactions.
Let's examine our points of distribution to see if we're reaching the market effectively.
Let's do some research to see which colors consumers prefer.
Let's ask customers which products they used most heavily.
The promotion element of a marketing program can be subdivided into the areas of:
sales, promotion, and advertising
market research, personnel, and product publicity
product research, product design, product production, and product publicity
public relations, place, personal selling, and personnel
E) sales promotion, public relations, personal selling, and advertising
A company has developed a calendar/messaging/paperwork center that helps working mothers organize their families' schedules and paperwork. All the mothers who have tried it have loved it, and it is priced comparably to normal planners, although it offers much more.
The product was developed by gathering focus groups of mothers and asking them what they need and what they wish normal planners offered them. This method of product development most likely:
is costly and inefficient
is performed by the marketing department
subscribes to the marketing concept
reduces the barriers to purchasing
is a method developed in the last decade
As part of the marketing mix, the makers of the calendar will be running an advertising campaign directed at working mothers. Another part of the marketing mix is sending salespeople to sell:
calendars to retail outlets
calendars to working mothers
organizational skills to working mothers
nostalgia to organizers
organizational skills to online reviewers
Consultative selling emphasizes need identification, which the salesperson achieves by:
leading with the benefits of the product or service, not the features
giving a professional sales presentation that engages multiple modalities
mirroring the client's speech and body language to establish rapport
carefully labeling all the steps to install and use the product
asking the client questions and listening carefully to the answers
A company has developed a calendar/messaging/paperwork center that helps working mothers organize their families' schedules and paperwork. All the mothers who have tried it have loved it, and it is priced comparably to normal planners, although it offers much more.
Because this product looks similar to other products and only differentiates itself when a customer uses it, customers might be more influenced to buy it because of:
advertising on websites geared to women
marketing campaigns in non-traditional outlets
word of mouth endorsements from other mothers
teacher recommendations
telephone marketing campaigns
In consultative selling, the customer is seen as:
a person to be served
a prospect to be sold
a point on the funnel
progress toward a quota
a challenge to be overcome
Transactional selling is less complicated than consultative selling because:
consultative selling takes into consideration the clients' varying needs
consultative selling requires giving the client the product at the lowest price possible
consultative selling is an earlier form of selling than transactional selling
all sales begin with transactional selling
a higher percentage of transactional sales close than do consultative sales
In a market characterized by vigorous competition, look-alike products and customer loyalty that depends on quality relationships as well as quality products, the salesperson should fully utilize the:
product strategy
customer strategy
presentation strategy
relationship strategy
marketing strategy
A well-thought-out plan for establishing, building, and maintaining quality relationships is a:
customer strategy
relationship strategy
product strategy
presentation strategy
personal selling philosophy
While making a sales presentation to the head of a local company, Jenny discovers that the head is routinely stopped and delayed at airport security because of a joint replacement that sets off alarms but doesn't show up easily in the x-ray machines. This adds another 3-4 hours to some trips, and has caused him to miss 10 flights in the previous year. This conversation is:
need identification
relationship building
price negotiation
qualifying the prospect
post-sales service
The process of building and maintaining strong customer relationships by providing customer value is called:
marketing concept
value-added selling
personal sales philosophy
customer relationship management
customer strategy
