Copyright 2024 Pearson Education, Inc.

1 Copyright © 2024 Pearson Education, Inc.

Selling Today: Partnering to Create Value, 15e (Manning)

Chapter 1 Relationship Selling Opportunities in the Information Economy 1) The three prescriptions involved in developing a personal-selling philosophy are to adopt the marketing concept, to assume the role of problem solver or partner in helping customers make informed and intelligent business decisions, and to ________.

• value personal selling
• assess risk accurately
• learn skills of persuasion
• overcome objections
• create a pipeline

Answer: A

Diff: 1

AACSB: Application of Knowledge

Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal- selling philosophy.Ray Sanchez began as a junior sales rep at industrial products maker DECA Corporation 10 years ago, and has worked his way up steadily to Senior Regional Sales Director for the entire Southwest region. He is good at his job, and his greatest personal satisfaction—also the cause of his steady rise in the company—is his ability to understand customers and their needs and to sell them appropriate solutions. As a manager and now Senior Regional Director, Sanchez injects his department with this same commitment to understanding the customer's needs as the key to long- term, profitable sales relationships.2) Sanchez's success is due largely to the fact that ________.

• he was born with the personality of a successful salesperson and capitalized on that
• he understood the key factors involved in becoming an excellent salesperson and worked to

develop skills to support those factors

• he has unlimited energy and makes more cold calls than any other salesperson at his level in

the company

• he knows how to persuade prospects to buy the products he is selling
• men tend to be more successful at selling industrial products than women are

Answer: B

Diff: 3

AACSB: Application of Knowledge

Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal- selling philosophy.Selling Today Partnering to Create Value 15e Michael Ahearne, Gerald Manning (Test Bank All Chapters, 100% Original Verified, A+ Grade) 1 / 4

2 Copyright © 2024 Pearson Education, Inc.3) To become a successful salesperson, Sanchez had to adopt a personal-selling philosophy.Which of the three prescriptions of that philosophy is not only a mindset but a skill that he has practiced and honed to become successful?

• Adopt the marketing concept
• Value personal selling
• Assume the role of problem solver or partner in helping customers make informed and

intelligent buying decisions

• Focus on product knowledge and everything else will follow
• Develop the ability to create rapport with customers so they are buying from a friend

Answer: C

Diff: 3

AACSB: Application of Knowledge

Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal- selling philosophy.

Roni Harris is a college student in the business department of her local university. She came in to college thinking she wanted to become an accounting major, but discovered that she is interested in product marketing and sales.

4) What essential quality will Roni need to have to be successful in sales?

• She will need to enjoy interacting with potential customers and customers.
• She will need to enjoy making money.
• She will need to enjoy creating branding and marketing campaigns for products.
• She will need to enjoy servicing customers who have purchased the product from the

company.

• She will need to enjoy competing fiercely with other salespeople for sales and commissions.

Answer: A

Diff: 3

AACSB: Application of Knowledge

Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal- selling philosophy.

5) Which of these attributes will lead to higher customer satisfaction and the willingness to buy a product?

• An outgoing personality
• A mindset that will not take no for an answer
• Strong motivation to succeed
• Knowledge of the customer's needs
• Extensive product knowledge

Answer: D

Diff: 2

AACSB: Application of Knowledge

Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal- selling philosophy.

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3 Copyright © 2024 Pearson Education, Inc.6) Assuming the role of a problem solver is part of developing a personal-selling philosophy.

Answer: TRUE

Diff: 1

AACSB: Application of Knowledge

Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal- selling philosophy.

7) Personal selling occurs when a company representative interacts directly with a customer or prospective customer and closes a sale.

Answer: FALSE

Diff: 2

AACSB: Application of Knowledge

Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal- selling philosophy.

8) Briefly describe the personal-selling process.Answer: Personal selling occurs when a company representative interacts directly with a customer or prospective customer to present information about a product or service. Personal- selling involves developing relationships with potential clients, discovering their needs, matching the appropriate products with these needs, and communicating the product's benefits through informing, reminding, or persuading.

Diff: 1

AACSB: Application of Knowledge

Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal- selling philosophy.

9) ________ is a series of creative improvements within the sales process that enhance the customer experience.

• Social selling
• Intangible selling
• Value-added selling
• High-performance selling
• Social media networking

Answer: C

Diff: 2

AACSB: Application of Knowledge

Objective: LO 1.2: Describe the emergence of relationship selling in the age of information.

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4 Copyright © 2024 Pearson Education, Inc.10) The phrase "information economy" refers to the shift in the economy from ________.

• agricultural production to industrial activity
• industrial activity to agricultural production
• industrial activity to an emphasis on information processing
• information processing to industrial activity
• agricultural production to information processing

Answer: C

Diff: 2

AACSB: Application of Knowledge

Objective: LO 1.2: Describe the emergence of relationship selling in the age of information.

11) Technology has increased the speed at which we collect customer intelligence and disseminate product information, and it allows salespeople to add value for their employers by doing which of the following in addition to selling to customers?

• Distributing information to competitors
• Gathering information on the marketplace
• Purchasing from vendors in adjacent industries
• Developing sales training programs for external clients
• Performing marketing and strategy functions

Answer: B

Diff: 3

AACSB: Application of Knowledge

Objective: LO 1.2: Describe the emergence of relationship selling in the age of information.

Ray Sanchez began as a junior sales rep at industrial products maker DECA Corporation 10 years ago, and has worked his way up steadily to Senior Regional Sales Director for the entire Southwest region. He is good at his job, and his greatest personal satisfaction—also the cause of his steady rise in the company—is his ability to understand customers and their needs and to sell them appropriate solutions. As a manager and now Senior Regional Director, Sanchez injects his department with this same commitment to understanding the customer's needs as the key to long- term, profitable sales relationships.

12) Sanchez and his department are most likely using which of the following sales methods?

• Unified selling
• Value-added selling
• Transactional selling
• Traditional selling
• Economy selling

Answer: B

Diff: 3

AACSB: Application of Knowledge

Objective: LO 1.2: Describe the emergence of relationship selling in the age of information.

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