chapter 2: eVOLUTION OF SELLING MODELS THAT COMPLEMENT THE MARKETING CONCEPT

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01

Jerry uses a strategy to ensure tactical success. He feels that strategic planning helps him

increase demand for the product.

choose the right product.

make his sales presentation to the right people at the right time.

determine the best price.

negotiate customer needs.

02

Geoff is trying to develop a product strategy. One of the prescriptions he will have to follow here is to

become a problem solver/partner.

adopt a win-win philosophy.

discover customer needs.

provide outstanding service.

configure value-added solutions.

03

Typical salespeople spend about ____ percent of their time in actual face-to-face selling.

70

30

60

40

50

04

Gina is trying to develop a customer strategy. One of the prescriptions she will have to follow is to

place greater emphasis on selling benefits.

project a professional image.

provide outstanding service.

value personal selling.

develop a prospect base.

05

Value creation begins with

identifying a suitable product.

an understanding of the customer's value needs.

delivering value.

communicating the value proposition.

creating an appealing value proposition.

06

The marketing concept

causes companies to think less about customer satisfaction.

is the result of market segmentation efforts.

is something a company adopts when its efforts are completely focused on satisfying consumers while achieving its own goals.

causes companies to think more about their company goals.

focuses more on products than customers.

07

Consultative selling emphasizes all of the following, except

effective communication.

a transactional sale.

need identification.

need satisfaction.

building of relationships.

08

Which of the items below is not a part of the marketing mix?

Promotion

Place

Product

Price

Customer

09 Which of the following is NOT a step in the Strategic/Consultative Selling Model?

Develop a personal selling philosophy.

Develop a relationship strategy.

Develop a product strategy.

Develop a presentation strategy.

Develop a pricing strategy.

10

Becoming a product expert is the required prescription for which strategic step in the Strategic/Consultative Selling Model?

Develop a personal selling philosophy.

Develop a relationship strategy.

Develop a presentation strategy.

Develop a product strategy.

Develop a customer strategy.

11

The foundation for the marketing concept is a business philosophy that leaves no doubt in the mind of every employee that customer satisfaction is of primary importance.

The foundation for the marketing concept is a business philosophy that leaves no doubt in the mind of every employee that customer satisfaction is of primary importance.True

False

12

Adaptive selling is a key element of the problem-solver stage of consultative selling.

True

False

13

Partnering has been driven, in part, by the demise of the product solution in several industries.

True

False

14

Salespeople who want to excel at consultative selling need to develop two-way communication with customers.

True

False

15

Consultative selling is essentially easy, and simply involves recommending the right product.

True

False

16

There is no difference between a strategy and a tactic.

True

False

17

The goal of a strategic selling alliance is to use one customer's information to help win another customer's business.

True

False

18Adaptive selling can be defined as altering sales behaviours during a customer interaction in order to improve communication.

True

False

19

Strategic planning involves matching a salesperson's commission objective with a product's price offering.

True

False

20

Salespeople who utilize relationship selling must adopt a win-win philosophy and maintain high ethical standards.

True

False

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