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Q:
A marketing database contains:
A) transactions and interactions individuals have with a firm.
B) information about current customers and customers of the competition.
C) customer transactions and follows accounting principles.
D) information about current customers, former customers, and prospects.
Q:
An operational database contains:
A) transactions and interactions individuals have with a firm.
B) information about current customers and customers of the competition.
C) customer transactions and follows accounting principles.
D) information about current customers, former customers, and prospects.
Q:
The primary benefit of database marketing is:
A) the enhancement of customer loyalty.
B) higher sales.
C) greater profits.
D) greater brand parity.
Q:
Successful database marketing emphasizes two things:
A) sales and contribution margin.
B) identifying customers and building relationships.
C) lifetime value of customers and data mining.
D) data mining and data coding.
Q:
Identify and define the four types of sales presentation.
Q:
Identify and evaluate the methods of generating sales leads.
Q:
Identify the steps in the selling process.
Q:
If a salesperson is paid commission on sales, then he or she tends to neglect the follow-up step in the selling process.
Q:
If the salesperson has answered all of the objections and feels confident that a prospect is ready to buy, then using the summarization close works the best.
Q:
If the salesperson is not sure if the prospect is ready to close, the trial method of closing can be used to close the sale.
Q:
The most important part of the sales call, and the most difficult for most salespeople, is handling objections.
Q:
Some customers do not have specific objections, but are worried about the consequences of switching vendors. In such situations, the best method to use would be the compensation method.
Q:
When a customer's objections are partially true, a salesperson can use the indirect approach to handle the objection.
Q:
To avoid a confrontation with a customer and to avoid telling the customer that he or she is wrong, a salesperson can use the head-on approach to handling objections.
Q:
With the head-on approach to handling objections, the salesperson answers an objection directly, using tact to not offend the customer.
Q:
The sales presentation approach that resembles a joint-venture is the problem-solution approach.
Q:
The problem-solution sales approach requires salespeople from the selling organization to analyze the buyer's business to determine the problems the prospect is facing and then offer the most feasible solution.
Q:
In using the need-satisfaction sales presentation approach, the needs of the customer should be determined in an initial sales call and then the solution to those needs should be presented in a follow-up sales call.
Q:
Telemarketers, retail sales clerks, and new field salespeople often use the need-satisfaction approach during the initial sales presentation.
Q:
Information about a prospect should always be collected in advance to making a sales call.
Q:
In personal selling, it is important to have quality leads because not all prospects are of equal value.
Q:
In terms of generating sales leads, networking and using directories produces superior leads to using a firm's internal database.
Q:
In terms of generating leads for sales, trawling and data analysis of a firm's database can generate high potential leads.
Q:
In terms of generating leads, the best method is purchasing response lists from database vendors.
Q:
Destiny is getting ready to close her sales call. She assumes the customer will say "yes" so she just asks how many cases they would like shipped. This is an example of the ________ close.
A) continuous "yes" close.
B) trial method close.
C) summarization close.
D) assumptive close.
Q:
Kathy is getting ready to close her sales call. She is not sure the prospect is quite ready so she goes over the benefits of the product and how it meets the customer's needs prior to asking for the order. This is an example of the ________ close.
A) continuous "yes"
B) trial method
C) summarization
D) assumptive
Q:
Sydney is getting ready to close her sales call. She is not sure the prospect is quite ready so she solicits feedback that provides information regarding the customer's reaction, without asking directly for the order. This is an example of the ________ close.
A) continuous "yes"
B) trial method
C) summarization
D) assumptive
Q:
Gabriella is getting ready to close her sales call. She asks for the order outright. This would be a(n) ________ close.
A) continuous "yes"
B) direct
C) summarization
D) assumptive
Q:
Kaylee is getting ready to close her sales call. She feels she has answered all of the prospect's objections and feels confident that the prospect is ready to buy. The best close for her would be the ________ close.
A) continuous "yes"
B) direct
C) summarization
D) assumptive
Q:
With the "feel, felt, found" approach to handling objections, the salesperson:
A) will allow the customer to talk about his or her fears and worries, then relate how another customer had similar fears and how the product being sold met those fears or worries.
B) answers the objection directly.
C) will reply "yes, but ..." and then explain how the product's benefits will answer the customer's objection.
D) avoids confrontation by sympathizing with the customer, then provides the correct information.
Q:
With the compensation approach to handling objections, the salesperson:
A) will allow the customer to talk about his or her fears and worries, then relate how another customer had similar fears and how the product being sold met those fears or worries.
B) answers the objection directly.
C) will reply "yes, but ..." and then explain how the product's benefits will answer the customer's objection.
D) avoids confrontation by sympathizing with the customer, then provides the correct information.
Q:
With the indirect approach to handling objections, the salesperson:
A) will allow the customer to talk about his or her fears and worries, then relate how another customer had similar fears and how the product being sold met those fears or worries.
B) answers the objection directly.
C) will reply "yes, but..." and then explain how the product's benefits will answer the customer's objection.
D) avoids confrontation by sympathizing with the customer, then provides the correct information.
Q:
With the head-on approach to handling objections, the salesperson:
A) will allow the customer to talk about his or her fears and worries, then relate how another customer had similar fears and how the product being sold met those fears or worries.
B) answers the objection directly.
C) will reply "yes, but..." and then explain how the product's benefits will answer the customer's objection.
D) avoids confrontation by sympathizing with the customer, then provides the correct information.
Q:
In handling objections during the sales call, Jasmine (the salesperson) will let the customer talk about his or her fears or worries, then relate the experience of a similar customer and how the brand Jasmine is selling met those worries. Which method is being used?
A) Compensation
B) "Feel, felt, found"
C) Head-on
D) Indirect
Q:
In handling objections during the sales call, Gavin (the salesperson) normally will say "yes, but..." then proceed to explain his brand's benefits or features that will address the objection raised. This approach is called the ________ method.
A) compensation
B) "feel, felt, found"
C) head-on
D) indirect
Q:
In handling objections during the sales call, Nevaeh (the salesperson) tries to avoid confrontation and never wants to tell the customer he or she is wrong. Instead, Nevaeh will sympathize with the customer and then provide the correct information. This approach is called the ________ method.
A) compensation
B) "feel, felt, found"
C) head-on
D) indirect
Q:
In handling objections during a sales call, Brandon (the salesperson) normally answers the objection directly, an approach called the ________ method.
A) compensation
B) "feel, felt, found"
C) head-on
D) indirect
Q:
In a sales presentation, the ________ approach requires salespeople to analyze the buyer's business?
A) mission-sharing
B) need-satisfaction
C) problem-solution
D) stimulus-response
Q:
The mission-sharing sales approach:
A) strives to discover a customer's needs during the first part of the sales call and then provide solutions to those needs.
B) requires the two organizations to develop a common mission.
C) requires employees from the selling organization to analyze the buyer's business.
D) uses specific statements to elicit specific responses from customers.
Q:
The problem-solution sales approach:
A) strives to discover a customer's needs during the first part of the sales call and then provide solutions to those needs.
B) requires the two organizations to develop a common mission.
C) requires employees from the selling organization to analyze the buyer's business.
D) uses specific statements to elicit specific responses from customers.
Q:
In a sales presentation, the ________ approach strives to discover customer needs during the first part of the sales presentation and then provides solutions to those needs during the second part of the sales call.
A) mission-sharing
B) need-satisfaction
C) problem-solution
D) stimulus-response
Q:
In a sales presentation, the ________ approach is often used by telemarketers, retail sales clerks, and new field salespeople.
A) mission-sharing
B) need-satisfaction
C) problem-solution
D) stimulus-response
Q:
In a sales presentation, the ________ approach uses specific statements, or stimuli, to elicit specific responses from customers.
A) mission-sharing
B) need-satisfaction
C) problem-solution
D) stimulus-response
Q:
The need-satisfaction sales approach:
A) strives to discover a customer's needs during the first part of the sales call and then provide solutions to those needs.
B) requires the two organizations to develop a common mission.
C) requires employees from the selling organization to analyze the buyer's business.
D) uses specific statements to elicit specific responses from customers.
Q:
The stimulus-response sales approach:
A) strives to discover a customer's needs during the first part of the sales call and then provide solutions to those needs.
B) requires the two organizations to develop a common mission.
C) requires employees from the selling organization to analyze the buyer's business.
D) uses specific statements to elicit specific responses from customers.
Q:
During the knowledge acquisition stage of the selling process, a salesperson should gather all of the following information except:
A) evaluate the risk factors.
B) identify the product users.
C) evaluate the switching costs.
D) identify the decision makers and influencers.
Q:
During the knowledge acquisition stage of the selling process, a salesperson should gather all of the following information except:
A) identify the current price that the prospect is paying.
B) know and understand the prospect's customers.
C) identify the prospect's needs.
D) understand the prospect's business.
Q:
When qualifying sales prospects, Jason places each lead in one of four baskets ranging from A to D with A as the best leads and D as the worst. Using this method of categorization, the appropriate strategy for "C" leads would be:
A) do nothing currently, but monitor the lead for possible future changes.
B) contact the lead using telemarketers.
C) have one of the firm's salespeople make a sales call them.
D) send the lead marketing materials and encourage them to make inquiries if they are interested.
Q:
When qualifying sales prospects, Jason places each lead in one of four baskets ranging from A to D with A as the best leads and D as the worst. Using this method of categorization, the appropriate strategy for "B" leads would be:
A) do nothing currently, but monitor the lead for possible future changes.
B) contact the lead using telemarketers.
C) have one of the firm's salespeople make a sales call them.
D) send the lead marketing materials and encourage them to make inquiries if they are interested.
Q:
When qualifying sales prospects, Jason places each lead in one of four baskets ranging from A to D with A as the best leads and D as the worst. Using this method of categorization, the appropriate strategy for "A" leads would be:
A) do nothing currently, but monitor the lead for possible future changes.
B) contact the lead using telemarketers.
C) have one of the firm's salespeople make a sales call them.
D) send the lead marketing materials and encourage them to make inquiries if they are interested.
Q:
Sales leads should be qualified and placed into categories based on:
A) sales potential and probability of acquisition.
B) profit potential and probability of acquisition.
C) sales potential and profit potential.
D) the share of the customer currently held and the potential for increasing the share.
Q:
In terms of generating leads for personal selling, the worst method is:
A) networking.
B) directories.
C) database-generated leads.
D) cold calls.
Q:
In terms of generating leads for personal selling, the best referrals come from:
A) channel members.
B) vendors.
C) other salespeople.
D) current customers.
Q:
In terms of generating leads for personal selling, the best method is:
A) networking.
B) referrals.
C) database-generated leads.
D) directories.
Q:
Jennifer is a salesperson and has just finished answering objections of a client. The next step in the selling process is:
A) to make the sales presentation.
B) acquire knowledge of the client.
C) the sales closing.
D) the follow-up.
Q:
In the selling process, which step follows the sales presentation?
A) Handling objections
B) Knowledge acquisition
C) Sales closing
D) Follow-up
Q:
The fourth step in the selling process, after knowledge acquisition, is:
A) handling objections.
B) sales presentation.
C) follow-up.
D) qualifying prospects.
Q:
The third step in the selling process, after qualifying prospects, is:
A) handling objections.
B) sales presentation.
C) knowledge acquisition.
D) identifying prospects.
Q:
The second step in the selling process, after generating leads, is:
A) handling objections.
B) sales presentation.
C) knowledge acquisition.
D) qualifying prospects.
Q:
The first step in the selling process is:
A) generating leads.
B) sales presentation.
C) knowledge acquisition.
D) qualifying prospects.
Q:
Identify the various forms of direct response marketing.
Q:
Outbound direct response telemarketing is most successful when it is tied to a database and either customers or prospects are contacted.
Q:
Through search engine optimization, brand managers can place direct response ads before consumers who are searching the internet to either purchase a product or to obtain additional information.
Q:
Direct sales are not an attractive method for selling products to consumers.
Q:
The internet has not been a successful medium for direct response advertising.
Q:
Catalogs are an essential selling tool for many business-to-business marketing programs.
Q:
Successful cataloging requires data mining that allows for targeting of recipients.
Q:
Catalogs offer the advantages of being long lasting, low-pressure, and viewed at a person's leisure.
Q:
Many consumers believe online shopping has replaced catalogs, but research reveals that receiving a catalog is often the first step in the buying cycle for consumers.
Q:
A primary advantage of direct mail is that mail can be easily targeted to specific consumer groups and to specific individuals.
Q:
Of the different types of mailing lists that can be purchased, the least expensive is a response list.
Q:
In purchasing a mailing list, a "hot list" is individuals that have responded to a direct mail offer within the last 90 days.
Q:
In purchasing a mailing list, a response list consists of customers who have purchased the product before and have responded to direct mail offers for the product being advertised.
Q:
Mailing direct offers to individuals who have purchased in the past, but not recently, will usually yield better results than a cold-call mailing list from a broker.
Q:
If a company is using its own data list generated by its database for a direct mail campaign, it is important to parse the list to separate active customers from inactive customers so different mailers can be sent to each group.
Q:
The most common form of direct marketing is email.
Q:
In terms of responding to a direct mail offer, a PURL offers the advantage of preloading all of an individual's personal data to a personalized website.
Q:
According to the Direct Marketing Association, about 60 percent of direct marketing expenditures are spent on retaining current customers.
Q:
Direct response marketing is selling products to customers without the use of other channel members.
Q:
Outbound direct response telemarketing is most successful when:
A) it is tied into a database and either customers or prospects are called.
B) calls are made from a compiled list.
C) individuals who have visited the company's website are called.
D) it is used for cross-selling.