The development of a personal selling philosophy involves all of the following EXCEPT

Definition: Personal selling is also known as face-to-face selling in which one person who is the salesman tries to convince the customer in buying a product. It is a promotional method by which the salesperson uses his or her skills and abilities in an attempt to make a sale.

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Test Bank for Selling Today Creating Customer Value Canadian 7th Edition by Manning IBSN 97801339840
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Description: Personal selling is a face-to-face selling technique by which a salesperson uses his or her interpersonal skills to persuade a customer in buying a particular product. The salesperson tries to highlight various features of the product to convince the customer that it will only add value. However, getting a customer to buy a product is not the motive behind personal selling every time. Often companies try to follow this approach with customers to make them aware of a new product.

The company wants to spread awareness about the product for which it adopts a person-to-person approach. This is because selling involves personal touch, a salesperson knows better how to pitch a product to the potential customer. Personal selling can take place through two different channels – through retail and through direct-to-consumer channel. Under the retail channel, a sales person interacts with potential customers who come on their own to enquire about a product. The job of the salesperson is to make sure that he understands the need of the customers and accordingly shows various products that he keeps under that category. Under the direct channel, a salesperson visits potential customers in an attempt to make them aware about a new product that the company is launching or it may have a new offer which the customers may not get from the open market.

Test Bank for Selling Today Creating Customer Value Canadian 7th Edition by Manning IBSN 97801339840

Published on Jul 30, 2018

Test Bank for Selling Today Creating Customer Value Canadian 7th Edition by Manning IBSN 9780133984064 Download at: http://downloadlink.org/p/test-ban...

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EXAM 1

Chapter 1

1) The term product should be broadly interpreted to encompass:

A) information, services, ideas, and issues

B) information and items

C) tangible items and issues

D) all tangible items

E) all intangible items

Answer: A

2) The development of a personal selling philosophy involves all of the following EXCEPT:

A) a full acceptance of the marketing concept

B) a full appreciation of the tenets of the free enterprise system

C) developing an appreciation for the expanding role of personal selling in our competitive national and

international markets

D) assuming the role of a problem-solver in helping customers make complex buying decisions

E) assuming the role of a partner in helping customers make complex buying decisions

Answer: B

3) A major development that has helped the information economy is:

A) new demands for improved customer service

B) recognition that customers want more information

C) major advances in information technology

D) the need for more strategic alliances

E) diversification of products

Answer: C

4) Which of the following statements accurately describes value-added selling?

A) The value added by salespeople today is increasingly derived from tangibles.

B) The value added by salespeople today is increasingly derived from intangibles.

C) Value-added selling surfaced during the evolution of strategic selling.

D) Value-added selling would not be an appropriate strategy in international markets.

E) Value-added selling is only appropriate for services, not products.

Answer:

5) The ultimate goal of the "marketing concept" is:

A) product diversification

B) customer satisfaction

C) brand loyalty

D) rising profit margins

E) efficiency of production

Answer: B

6) Which of the following statements would NOT be an application of the marketing concept?

A) Let's speed up production and get these products to customers faster by eliminating the field

test.

B) Let's show these product designs to some prospective buyers for their reactions.

C) Let's examine our points of distribution to see if we're reaching the market effectively.

D) Let's do some research to see which colors the consumers prefer.

E) Let's ask customers which products they used most heavily.

Answer: A