Exam 1: Overview of Personal Selling

The continued affirmation technique is a form of stimulus-response selling that recommends asking a series of questions that will generate "yes" responses from the customer as a precursor to agreeing to buy.

In an effort to sell to a new account, Sarah has spent considerable time learning about the customer's industry, as well as educating the buyer as to how her products compare to competitive offerings. This process has required making numerous sales visits with no immediate prospect of securing an order. Which selling approach is Sarah using?

The canned sales presentation was developed by John H. Patterson of the National Cash Register Company and was based on the premise that sales presentations are rarely successful.

Transaction-focused traditional selling and trust-based selling require similar skill sets.

Honesty, dependability, customer orientation, expertise, and compatibility are all factors that salespeople use. When they do so, what is their goal?

Where can the origins of the stimulus-response approach to personal selling be found?

According to the textbook, when is the stimulus-response approach to personal selling most appropriate?

According to the textbook, which of the following marketing communications tools do business firms spend the largest amount of money on?

What is the process of helping customers to reach their strategic goals by using the products, services, and expertise of the sales organization?

Susan is a recent graduate with a degree in business and considers herself very career-oriented and ambitious. Why should she consider a position in sales?

Salespeople involved in trust-based relationship selling are often actively involved in the customer's decision-making process.

What is the primary difference between transaction-focused traditional selling and trust-based relationship selling?

According to the textbook, personal selling and trust-based relationship selling are essentially the same thing.

Customers like dealing with Franco because he is a salesperson who is able to see their point of view and work with them to achieve their mutual objectives. What does Franco have a high level of?

Most buyers like the problem-solving approach to selling because it takes the least amount of time in comparison to other selling approaches.

What is a serious limitation of the mental states, or formula, approach to personal selling?

Which statement best characterizes selling as a career choice with respect to occupational prestige?

What is the term for a strong belief that success will occur on the job?

What does the extensive direct contact that salespeople have with existing and prospective customers lead many companies to do?

Lise works for a large manufacturer of women's casual clothing. Her primary responsibility is to call on retailers who carry the company's lines of clothing to make sure that they have adequate inventories of current products on hand, provide customer service, and solicit orders for the coming season. Which type of personal selling job does Lise have?