ABC’s of Relationship Selling through Service 13th Edition ABC’s of Relationship Selling through Service 13th Edition – Test Bank
To Purchase this Complete Test Bank with Answers Click the link Below
If face any problem or
Further information contact us At tbzuiqe@gmail.com
Sample Test
ABC’s of Relationship Selling, 13e (Futrell)
Chapter 3 The Psychology of Selling: Why People Buy
1) A salesperson following the Core Principles of Professional
Selling is helpful and honest with customers even if that means losing sales.
2) In the stimulus-response model of consumer behavior, information
about why consumers do or do not buy is hidden in the black box.
3) The stimulus-response model of buyer behavior assumes a
prospect will respond in some unpredictable manner to a sales presentation.
4) In organizational buying process, formal guidelines are not
necessarily followed.
5) Consumer buying process is often impacted by individual’s
emotions.
6) The buying center comprises all of the people performing
different roles in the buying process based on their expertise and responsibilities
within their organization.
7) The organizational buying process is impacted by a variety of
factors, including social and organizational factors but not individual
factors.
8) A person’s needs are wants that are learned by a person, while
wants result from a lack of something desirable.
9) Economic needs refer to the buyer’s need to behave in an
economically rational manner and buy the lowest priced item available.
10) People with strong economic needs will consider only price
in a purchase situation.
11) Four levels of need awareness have been
identified—conscious, preconscious, post-conscious, and unconscious.
12) At the unconscious need level, people do not know why they
buy a product—only that they do buy.
13) A feature is the performance characteristic of a product
that describes how it will help the buyer.
14) The size, color, and price of a product are all examples of
product benefits.
15) When a salesperson says, “This glue will form a stronger
bond than any other glue on the market,” he is stating a product benefit.
16) The salesperson should answer the prospect’s question of
“What’s in it for me?” with a product advantage.
17) You should stress a product’s benefits more than its
features and advantages because the product’s benefits are what the customer
will buy.
18) One way to remember to incorporate a trial close into your
presentation is the FAB Sequence.
19) Benefits that would satisfy buyers’ unimportant needs should
be deemphasized in the sales presentation.
20) The salesperson asks the prospect to buy during the trial
close.
21) The trial close should be used after the salesperson
finishes listing all of the selling points in the sales presentation.
22) The “S” in the SELL Sequence reminds the salesperson to show
the benefits first.
23) According to the SELL sequence, the first thing you should
do in your sales presentation is to show the advantages of your product.
24) The easiest type of person to sell a product to is a buyer
who is at the unconscious need level.
25) A sales presentation that focuses primarily on product
features is highly persuasive.
26) Security, comfort, self-preservation, and personal pleasure
are common psychological needs of buyers.
27) During a trial close, an effective salesperson asks a
prospect to purchase a product.
28) In the SELL Sequence, the final step involves asking for
feedback from the prospect and conducting a trial close.
29) In a limited decision making situation, buyers are already
in the habit of buying a specific product or brand.
30) For most people, purchasing a house or a car demands
extensive decision making.
31) Social, psychological, and personal factors influence the
buying decisions of most consumers.
32) According to the consumer buying decision process, need
arousal is immediately followed by information evaluation.
33) Martin recently purchased a Nissan Maxima and is concerned
that he may have overpaid for the car. Martin is experiencing emotional dissonance.
34) A high-involvement type of purchase typically requires
routine decision making.
35) The buying decision involves five basic steps beginning with
need arousal.
36) A beneficial promotional device for a company is having its
sales force help prospects and customers to evaluate products on the market.
37) The decision process ends for the buyer once a product is
purchased.
38) Dissonance increases with the importance of the decision and
the difficulty of choosing between products.
39) You can help the buyer be satisfied with the product through
continually reinforcing buyers’ decisions by reminding them how well the
product actually fulfills their needs.
40) Before developing a sales presentation, a salesperson should
consider what psychological factors may influence the buyer’s decision.
41) LeAnn, a salesperson for a home building company, has spent
the last 20 minutes with a customer who came to the office. LeAnn listened
carefully to the customer and asked questions about the customer’s needs and
interests. LeAnn has determined that the customer most likely is interested in
buying a new townhome. What should LeAnn do next?
1. A)
Share the information with the customer on both a single family home and a
townhome
2. B)
Discuss the number of newly built townhomes in the area
3. C)
Share the drawbacks of renting a place
4. D)
Discuss the benefits of owning a newly built townhome
5. E)
Determine monthly costs for buying a townhome
42) Which of the following statement regarding organizational
buying is most likely to be incorrect?
1. A)
Organizational buyers tend to focus on very rational goals such as reducing
expenses or increasing sales
2. B)
The buying process involves many individuals, multiple goals, and potentially
conflicting decision criteria
3. C)
Organizational buyers almost always make very quick decisions
4. D) An
organizational buying situation begins when the firm perceives a business
problem
5. E)
Establishing the decision criteria is an important step in organizational
buying process
43) Which of the following is NOT a step in organizational
buying process?
1. A)
Establish the decision criteria
2. B)
Define the problem
3. C)
Identify decision makers
4. D)
Evaluate alternatives
5. E)
Select appropriate solution
44) The process by which prospective buyers “internalize” or
consider the information presented by the salesperson is referred to as a black
box because:
1. A)
sales actions lead to buyer reactions.
2. B)
salespeople cannot read a buyer’s mind.
3. C)
psychological needs outweigh social wants.
4. D) for
every stimulus, there must be a response.
5. E)
salespeople seem untrustworthy to most buyers.
45) A prospect internalizes the information presented by a
salesperson and then makes a buying decision. Because we cannot see into the
buyer’s mind, this internalization process is referred to as a(n):
1. A)
black hole.
2. B)
suppressed representation.
3. C)
mirage.
4. D)
black box.
5. E)
echo chamber.
46) The ________ model of buyer behavior assumes a prospect will
respond to the sales presentation in some predictable manner.
1. A)
perceptual
2. B)
stimulus-response
3. C)
buying process
4. D)
FAB
5. E)
needs hierarchy
47) Selena is hungry. She has learned to meet that need by
seeking out the CiCi’s Pizza all-you-can-eat buffet. By preferring this type of
eating opportunity, Selena is satisfying a(n):
1. A)
belief.
2. B)
perception.
3. C)
want.
4. D)
attitude.
5. E)
opportunity.
48) Which of the following is most likely a want rather than a
need?
1. A)
shelter
2. B)
water
3. C)
transportation
4. D)
steak
5. E)
clothing
49) Different individuals have different reasons for wanting to
buy, so when developing a sales presentation, the salesperson must:
1. A) be
sure to have his/her product available to the prospect when the relevant need
occurs.
2. B) be
sure to have his/her product available to the prospect when the relevant want
occurs.
3. C)
rely on the prospect to see that the good or service will satisfy his/her
relevant need/want.
4. D)
make sure his/her sales presentation appeals to all possible needs/wants.
5. E)
determine a prospect’s needs and then match the product’s benefits to that
particular prospect’s needs and wants.
50) Which of the following statements about economic needs is
true?
1. A)
Economic needs refer to the buyer’s need to purchase the most satisfying
product for the money.
2. B)
Economic needs are rarely considered during times of economic recession.
3. C)
Economic needs refer to the buyer’s need to behave in an economically rational
manner and buy the lowest priced item available.
4. D)
Economic needs are unimportant to most consumers.
5. E) A
product priced higher than the competition’s is doomed to failure because it
satisfies no economic need.
51) The easiest people to sell to are people at the ________
level of need awareness.
1. A)
conscious
2. B)
preconscious
3. C)
unconscious
4. D) subconscious
5. E)
postconscious
52) At the ________ level of need awareness, the consumer may
not be sure why he/she wants to buy a product, but will go ahead with the
purchase anyway.
1. A)
Conscious
2. B)
Preconscious
3. C)
unconscious
4. D)
subconscious
5. E)
postconscious
53) Rachel has just walked into her local Serta mattress outlet
and told the salesperson, “I’d like to buy a pillow-top mattress with
individually wrapped coils and a five-year warranty. What can you show me?” At
what level of need awareness is Rachel?
1. A)
Conscious
2. B)
Preconscious
3. C)
Postconscious
4. D)
Unconscious
5. E)
Subconscious
54) Jed Gillon is shopping in Target for a gift for his
girlfriend. Gillon wants to buy something useful for his girlfriend because she
just bought a new home. At what level of need awareness is Gillon?
1. A)
Conscious
2. B)
Preconscious
3. C)
Postconscious
4. D)
Unconscious
5. E)
Intermediate
55) Benefit selling is often referred to as:
1. A)
stimulus-response selling.
2. B)
FAB selling.
3. C)
perception-based selling.
4. D)
need/want identification.
5. E)
cognitive learning.
56) A product feature is defined as:
1. A) a
performance characteristic of a product.
2. B) a
characteristic of the product that is not special enough to be called a
benefit.
3. C) a
favorable result the buyer receives from use of the product.
4. D) a
way in which the product will help the buyer.
5. E)
any physical characteristic of a product.
57) A product advantage is defined as:
1. A) a
way in which the product will help the buyer.
2. B) a
performance characteristic of a product.
3. C)
the satisfaction a buyer feels about a purchase.
4. D) a
favorable result the buyer receives from use of the product.
5. E)
any physical characteristic of a product.
58) A product benefit is defined as a:
1. A)
favorable result the buyer receives from use of the product.
2. B)
performance characteristic of a product.
3. C)
physical characteristic of a product.
4. D)
way the product will work when used.
5. E)
way in which the product will help the buyer.
59) When the salesperson discusses a product’s ________, he is answering
the question, “What is it?”
1. A)
features
2. B)
service records
3. C)
advantages
4. D)
achievements
5. E)
benefits
60) Which of the following is an example of a product feature?
1. A)
“This bureau comes in cherry, walnut, and mahogany finishes.”
2. B)
“If you stock our line of bakery products, more customers will be drawn into
your store.”
3. C)
“Consumers prefer our line of toothbrushes 2 to l over competing brands.”
4. D)
“This automatic lawn sprinkling system will save you three hours a week.”
5. E)
“This car model will save you $25 a week for gas.”
61) The statement “This chicken is quick-frozen at 30 degrees
below zero,” is an example of a(n):
1. A)
benefit.
2. B)
market need.
3. C)
advantage.
4. D)
segmentation variable.
5. E)
feature.
62) The Wi-series mobile phone with touch display has an ambient
light sensor that automatically adjusts brightness to suit the ambient light in
your surroundings. This is a battery-saving efficiency of the Wi-series touch
phone. Which of the following does this describe?
1. A)
Product benefit
2. B)
Product advantage
3. C)
Segmentation variable
4. D)
Product feature
5. E)
Market need
63) The statement, “With its 25 percent market share, this is
the best-selling laser printer on the market today,” is an example of a(n):
1. A)
product advantage.
2. B) segmentation
variable.
3. C)
product feature.
4. D)
market property.
5. E)
product benefit.
64) The statement, “The black, rectangular Intech ThinkPad has a
red tracking ball and a multicolored Intech logo set at 35 degrees in the lower
right corner,” is an example of a(n):
1. A)
product benefit.
2. B)
market need.
3. C)
product advantage.
4. D)
segmentation variable.
5. E)
product feature.
65) “With this tennis racquet, you’ll hit harder and with less
effort than other brands,” is an example of a(n):
1. A)
product feature.
2. B)
economic need.
3. C)
market identifier.
4. D)
product advantage.
5. E)
product benefit.
66) The Z-200 series notebook PCs come in five metallic shades
and weigh only 4.5 kg. This describes the product’s:
1. A)
benefits.
2. B)
components.
3. C)
advantages.
4. D) variables.
5. E)
features.
67) The statement “Instant rice cooks in half the time of
regular rice,” is an example of a:
1. A)
product feature.
2. B)
segmentation basis.
3. C)
product benefit.
4. D)
market achievement.
5. E)
product advantage.
68) “The Musica player gives you up to 50 hours of audio
playback, which is 10 hours more than any other player available in the current
market.” This statement describes a product:
1. A)
benefit.
2. B)
market need.
3. C)
advantage.
4. D)
segmentation variable.
5. E)
feature.
69) The statement “The new Maytag washer saves you time, work,
and money,” is an example of a(n):
1. A)
feature.
2. B)
segmentation variable.
3. C)
advantage.
4. D)
benefit.
5. E)
market trait.
70) The statement “You won’t have to stop at the gas station as
frequently with our full-size truck,” is an example of a(n):
1. A)
product benefit.
2. B)
segmentation variable.
3. C)
product advantage.
4. D)
product feature.
5. E)
market trait.
71) In what order are the feature, advantage, and benefit
presented in the following statement? “This fishing trawler has a 10 percent
greater capacity than boats of a similar size. It will save you at least $100
per fishing trip because it can carry more fish than other boats on the
market.”
1. A)
Advantage, feature, and benefit
2. B)
Feature, advantage, and benefit
3. C)
Advantage, benefit, and feature
4. D)
Feature, benefit, and advantage
5. E)
Benefit, advantage, and feature
72) In what order are the feature, advantage, and benefit
presented in the following statement? “This television’s solid-state design
produces a more vivid picture that will make your television viewing more
enjoyable.”
1. A)
Feature, benefit, and advantage
2. B)
Advantage, feature, and benefit
3. C)
Feature, advantage, and benefit
4. D)
Advantage, benefit, and feature
5. E)
Benefit, advantage, and feature
73) “The Ultra Black Label series is a premium mobile phone made
out of real stainless steel and complemented by multi-angle vision technology.
This advanced technology allows you to view the screen contents from different
angles. With the Ultra phone, you’ll always be able to view the display and
will never be out of touch.” In what order are the features, benefits, and
advantages presented in the statement?
1. A)
Feature, benefit, and advantage
2. B)
Advantage, feature, and benefit
3. C)
Feature, advantage, and benefit
4. D)
Advantage, benefit, and feature
5. E)
Benefit, advantage, and feature
74) It is important to emphasize benefits in a sales
presentation to a prospective buyer because benefits:
1. A)
focus on the psychological reasons of a purchase.
2. B)
fulfill the buyer’s needs and motives.
3. C)
fulfill the buyer’s economic wants.
4. D)
focus on rational reasons of a purchase.
5. E)
focus on emotional reasons for a purchase.
75) Which of the following is NOT an example of a psychological
need for buying a product?
1. A)
Fear
2. B) Comfort
or luxury
3. C)
Desire for gain
4. D)
Need to save money
5. E)
Self-preservation
76) The ________ checks the attitude of your prospect toward the
sales presentation.
1. A)
FAB demonstration
2. B)
response to the stimulus
3. C)
trial close
4. D)
postapproach
5. E) black
box
77) The trial close allows the salesperson to determine whether
the:
1. A)
prospect likes the features and benefits of the product.
2. B)
salesperson will meet his/her sales quota.
3. C)
salesperson should use one-way communication.
4. D) salesperson
should use a memorized sales presentation.
5. E)
salesperson should answer any objections.
78) All of the following are the appropriate times for a
salesperson to use a trial close EXCEPT:
1. A)
after making a strong selling point in the presentation.
2. B)
after the presentation.
3. C)
after answering an objection.
4. D)
immediately after closing the sale.
5. E)
immediately before moving to close the sale.
79) Christine has just answered a prospect’s question about some
negative publicity her product received. To find out if her prospect has any
more objections with which she should deal, Christine should:
1. A)
use a trial close.
2. B)
hand her catalog to the prospect.
3. C)
begin her demonstration.
4. D)
use the questions approach.
5. E)
lead into a benefit.
80) Which of the following statements about the trial close is
incorrect?
1. A)
The trial close asks for the prospect’s opinion, not a decision to buy.
2. B) A
trial close should be used after making a strong selling point in the sales
presentation.
3. C)
The trial close allows the salesperson to determine if the prospect has any
objections.
4. D)
The trial close is a powerful technique to induce two-way communication.
5. E) A
trial close should be used during customer follow-up meetings after a sale.
81) Salespeople use the SELL Sequence to:
1. A)
adapt a sales presentation to the prospect’s personality type.
2. B)
remember what to emphasize during sales presentations.
3. C)
handle consumer objections gracefully and quickly.
4. D)
respond to distractions during sales presentations.
5. E) measure
the success rate of sales personnel.
82) The “E” in the SELL Sequence reminds the salesperson to:
1. A)
enlist the help of visual aids.
2. B)
explain the product’s advantage.
3. C)
exploit your opportunity to sell.
4. D)
encounter a prospect anywhere you can.
5. E)
elevate your company’s brand image.
83) The ________ is a reminder to emphasize the features,
advantages and benefits of a product during a sales presentation.
1. A)
Prospecting method
2. B)
SWOT analysis
3. C)
sales presentation
4. D)
SELL Sequence
5. E)
trial close
84) According to the two Ls in the SELL Sequence, a salesperson
should:
1. A)
lead into the benefits, and let the customer talk.
2. B)
limit the length of a sales presentation, and let visual aids do the talking.
3. C)
learn the prospect’s personality type, and let the personality type guide the
closing.
4. D)
limit the number of benefits, and list features at the end of the presentation.
5. E)
locate the prospect’s needs, and leave closing until the end of the sales
presentation.
85) The SELL Sequence should be used:
1. A)
only at the end of the sales presentation.
2. B)
prior to each trial close.
3. C) in
the preapproach only.
4. D) to
modify buying needs.
5. E)
throughout the sales presentation.
86) What is the primary purpose of the stimulus-response model?
1. A)
Recognizing product benefits
2. B)
Changing sales methodology
3. C)
Analyzing consumer trends
4. D)
Measuring sales success rates
5. E)
Understanding buyer behavior
87) What is a true statement about the stimulus-response model?
1. A)
The black box is the prospect’s response.
2. B)
The stimulus is the internalization process.
3. C)
The stimulus is the sales presentation.
4. D)
Features and advantages are stressed.
5. E)
Benefits outweigh characteristics.
88) Which of the following factors about a prospective customer
is LEAST relevant to a salesperson?
1. A)
Education
2. B)
Physicality
3. C)
Attitude
4. D)
Motivation
5. E)
Personality
89) Which of the following is a false assumption made by many
salespeople?
1. A)
Benefits are very important to buyers.
2. B)
Price is the only factor in a buying decision.
3. C)
Psychological factors influence buying decisions.
4. D)
Wants and needs motivate buying decisions.
5. E)
Unimportant benefits should be deemphasized.
90) Conscious, preconscious, and unconscious are the three
levels of:
1. A) need
awareness.
2. B)
product satisfaction.
3. C)
selective exposure
4. D)
moral development.
5. E)
cognitive dissonance.
91) At the preconscious need level, buyers are most likely to:
1. A)
experience post-purchase dissonance.
2. B)
share precise reasons for buying a product.
3. C) be
hesitant about discussing their needs.
4. D) be
fully aware of their product needs.
5. E)
object to sales presentations.
92) What is most needed when working with a prospect at the
unconscious need level?
1. A)
Perceptive observations of the customer’s social class
2. B)
Skillful questioning to determine the customer’ needs
3. C)
Self-awareness modification to gain customer trust
4. D)
Highly detailed feature descriptions
5. E)
Multiple attempts at a trial closing
93) The FAB selling technique is a tool for:
1. A)
customer needs assessment.
2. B)
behavior modification.
3. C)
customer retention.
4. D)
benefit selling.
5. E)
trial closing.
94) According to the text, sales will increase if a sales
presentation stresses:
1. A)
benefits important to the prospect.
2. B) unique
product features.
3. C)
physical and performance characteristics.
4. D)
long-term investment opportunities.
5. E)
details of the aggregation process.
95) The main benefit of using the FAB Sequence during a sales
presentation is to help the salesperson remember to:
1. A)
engage in two-way communication.
2. B)
gather approval from the prospect.
3. C)
perform trial closes throughout the presentation.
4. D)
determine the underlying needs of the prospect.
5. E)
discuss a product’s benefits in a conversational manner.
96) Why is it important to emphasize benefits during a sales
presentation?
1. A)
Conducting a needs assessment
2. B)
Meeting the needs of the buyer
3. C)
Uncovering the buyer’s concerns
4. D)
Identifying the buyer’s decision level
5. E)
Overcoming the buyer’s price objections
97) The underlying component of a successful sales presentation
is:
1. A)
differentiating between wants and needs.
2. B)
utilizing statistical information as support.
3. C)
identifying important product advantages.
4. D)
explaining product features clearly.
5. E)
determining the customer’s needs.
98) During a trial close, a salesperson should learn whether
the:
1. A)
competitor’s product is better.
2. B)
product is functioning as expected.
3. C)
prospect likes the product’s benefits.
4. D)
price of the product is fair.
5. E) prospect
seeks self-preservation.
99) During a sales presentation, it can be most effective when
asking for an order to:
1. A)
discuss financing challenges.
2. B)
mention the prospect’s positive comments.
3. C)
outline the expected delivery schedule.
4. D)
prevent the prospect from asking questions.
5. E)
re-address the prospect’s negative comments.
100) Which of the following would be the LEAST effective trial
close question?
1. A)
How does that sound to you?
2. B) Is
this important to you?
3. C)
Does that answer your concern?
4. D)
What do you think?
5. E)
Are you ready to order?
101) Frank, a commercial-grade air conditioning salesperson, is
giving a sales presentation to a construction company using the SELL Sequence.
Which statement provides the benefits of Frank’s product?
1. A)
Our units are made of high-grade stainless steel.
2. B)
Our units are backed by 15-year warranties.
3. C)
Our units have high energy-efficiency ratings.
4. D)
Our units will save you 10% in energy costs.
5. E)
Our units use less energy than others.
102) Technology helps salespeople to:
1. A)
rely on fewer environmental signals.
2. B)
identify customer personality styles.
3. C)
implement frequent trial closes.
4. D)
view customers as decision makers.
5. E)
serve customers faster and better.
103) When a consumer gives little thought or time to the
purchase of a product she is in the habit of buying, she is making a(n)
________ buying decision.
1. A)
routine
2. B)
limited
3. C)
extensive
4. D)
high-involvement
5. E)
preconscious
104) A mother of six school-aged children buying two gallons of
milk on the way home from work would most likely be making a(n) ________ buying
decision.
1. A)
routine
2. B)
limited
3. C)
extensive
4. D)
high-involvement
5. E)
unconscious
105) If a customer of yours is currently making a(n) ________
buying decision, you should reinforce the point that it is a correct buying
decision. It is also important for you to have the product in stock.
1. A)
unconscious
2. B)
limited
3. C)
extensive
4. D)
preconscious
5. E)
routine
106) Which of the following purchases is most likely to be a
routine decision?
1. A)
The purchase of your first pair of ski boots
2. B)
Buying a bottle of champagne for a celebration
3. C)
Buying a dozen Porterhouse steaks for a cookout with the boss
4. D)
The weekly purchase of a current affair magazine
5. E)
The purchase of a motorcycle helmet for $500
107) The city manager has to buy a replacement traffic signal
with the same specifications as the other signals currently in use in the city.
The manufacturer from which he purchased the last 12 signals has gone out of
business and a new supplier has to be selected from a group of three possible
companies. To make this purchase, the city manager will have to use ________
decision making.
1. A)
routine
2. B)
intensive
3. C)
limited
4. D)
extensive
5. E)
selective
108) In extensive decision making:
1. A)
the buying decision is easy to make.
2. B)
the buyer believes there is more at stake relative to other buying decisions.
3. C)
the buyer has already formed attitudes and beliefs toward the product.
4. D)
the buyer has a moderate level of involvement in the buying decision.
5. E)
the buyer usually buys low-involvement products.
109) All of the following hold true of extensive decision making
EXCEPT:
1. A)
the buyer believes there is more at stake relative to other buying decisions.
2. B)
the buyer may become confused during the decision-making process.
3. C)
the buyer is highly involved in the buying decision.
4. D)
the buyer is often unfamiliar with the brand or product.
5. E)
the buyer gives little or no thought to the purchase.
110) Which of the following purchases would most likely involve
extensive decision making?
1. A)
Scheduling an annual dentist appointment
2. B)
Buying a new towel rack for your bath
3. C)
Purchasing a birthday gift for a friend
4. D)
Renewing a magazine subscription
5. E)
Purchasing a condominium
111) A U.S. manufacturer of generators has just broken ground
for a new plant in Australia. This is the company’s first international
expansion effort, and its owners want to lease another corporate jet
temporarily so they can periodically fly to Australia to oversee the building
progress and help in the hiring process. The new plant would have required
________ decision making and the leasing of the jet would more than likely have
required ________ decision making.
1. A)
routine; limited
2. B)
limited; pioneering
3. C)
routine; extensive
4. D)
extensive; limited
5. E)
restricted; routine
112) During the ________ phase of the buying decision process,
the buyer rates her preferences among products she is considering.
1. A)
need arousal
2. B) information
collection
3. C)
information evaluation
4. D)
purchase evaluation
5. E)
alternative selection
113) Which of the following is an example of a personal force
that could influence consumers’ buying behaviors?
1. A)
Attitudes and beliefs
2. B)
Friends
3. C)
Perception
4. D)
Gender
5. E)
Social class
114) Which of the following is an example of a social force that
could influence consumers’ buying behaviors?
1. A)
Situation
2. B)
Past experiences
3. C)
Perception
4. D)
Income
5. E)
Family
115) When providing a buyer with information about a product,
which of the following questions is LEAST relevant for the salesperson to
consider?
1. A)
What product attributes are important in the buying decision?
2. B)
What moral development level is needed for the buying decision?
3. C)
What are the prospect’s attitudes toward the product?
4. D)
What level of satisfaction is expected from buying the product?
5. E)
What are the prospect’s attitudes about a competitor’s products?
116) During a sales presentation, the salesperson must be
prepared to correct a negative impression the prospect may have about a
product. Thus, a salesperson should most likely do all of the following EXCEPT:
1. A)
alter the importance of the attributes.
2. B)
highlight unnoticed product attributes.
3. C)
alter the prospect’s beliefs about the product.
4. D)
change the person’s search for an ideal product into a realistic product.
5. E)
emphasize the importance a prospect attaches to a product’s high price.
117) Once a customer has selected a product to purchase, which
of the following would LEAST likely change the customer’s purchasing
intentions?
1. A)
Attitudes of others
2. B)
Perceived risk of buying the product
3. C)
Uncontrollable factors such as inadequate financing
4. D)
Salesperson’s actions after the decision has been reached
5. E)
Unnoticed, beneficial attributes of the product being purchased
118) Ladell is excited because a prospect has just signed a
purchasing agreement for the biggest sale Ladell has made in his two-year sales
career. Ladell is obviously happy as he sits across the desk from his newest
customer. What should Ladell do now?
1. A)
Discuss the buyer’s expectations concerning a delivery schedule of the product.
2. B)
Stop talking about the product ordered and leave his customer’s office.
3. C)
Invite the prospect out for a meal.
4. D)
Discuss his company’s payment expectations.
5. E)
Discuss the buyer’s expectations for the product.
119) The owner of a catering company recently bought a new
heavy-duty electric mixer. She had high expectations for the new mixer and paid
“top dollar” to get the accessories on her mixer that she considered important.
After owning the machine for two weeks, the caterer feels she has received even
more benefits from the purchase of this mixer than she expected. Because of
this result, the product can be said to have caused:
1. A)
prepurchase behavior.
2. B)
purchase satisfaction.
3. C)
dissatisfaction.
4. D)
dissonance.
5. E)
prepurchase evaluation.
120) ________ is defined as the tension the mother feels over
whether she made the right decision when she purchased the least expensive
bicycle helmet and protective pads for her young son who is just learning how
to ride a bike.
1. A)
Post purchase evaluation
2. B)
Dissatisfaction
3. C)
Purchase dissonance
4. D)
Satisfaction
5. E)
Purchase evaluation
121) After the dentist spent almost $600 to purchase the Apollo
Whitening System to use with patients who want their teeth bleached, he learned
that a more efficient system with fewer potential side effects was available
for $400. From this information you know the dentist most likely experienced:
1. A)
misinformation.
2. B)
information overload.
3. C)
purchase satisfaction.
4. D) a communication
barrier.
5. E)
purchase dissonance.
122) Two ways a salesperson can ________ is to show the buyer
how to properly use the product and to make realistic claims about the product.
1. A)
reduce satisfaction
2. B)
lower the buyer’s level of dissonance
3. C)
increase dissatisfaction
4. D)
reduce routine decision making
5. E)
modify selective retention
123) Since salespeople help their prospects make the choice to
buy or not buy a product, it is important for salespeople to understand:
1. A)
the various factors that can influence a buyer’s decision.
2. B)
how to encourage customers to experience purchase dissonance.
3. C)
the material taught in advanced psychology classes.
4. D)
all that is involved in the psychological processes a buyer goes through in
making a purchase decision.
5. E)
the buyer’s general buying needs.
124) Describe the three stages in the stimulus-response model of
buyer behavior.
125) Differentiate between consumer buying and organizational
buying and give an example of each.
126) Differentiate between a need and a want and give an example
of each.
127) Briefly describe the FAB selling technique. Show how a
salesperson could use the FAB technique to sell a can of regular cola.
128) Why is it important to emphasize benefits to a prospective
buyer?
129) When during the sales presentation should the salesperson
use a trial close?
130) One way to remember to incorporate a trial close into the
sales presentation is the SELL Sequence. What does each letter in the word sell
stand for?
131) Relate the three classes of buying decisions to the
involvement of the customer in making the purchase decision. Provide an example
for each type of purchase decision.
132) Even after a customer has selected a product, four basic
factors can alter these purchase intentions. What are these four factors?
133) List the three levels of need awareness.
134) List factors that may influence organizational buying
process.
135) What is the most powerful selling technique that the
successful salesperson can use?
136) What should a salesperson using the FAB selling technique
primarily stress during a sales presentation?
137) What are two personal influences on consumers’ buying
behavior?
138) What is the final stage of the consumer buying decision
process?
139) In which step of the consumer buying decision process does
a person decide what to buy?
140) What are three common psychological buying needs?
141) What is the first stage in the consumer buying decision
process?
142) What is another term for buyer’s remorse?
143) Stage Technologies is a London-based company that supplies
engineering solutions for the entertainment industry. It has helped the
boy-band Westlife make a flying entrance onto stage and provided stage-rigging
packages for the Princess cruise line. The company was established in 1994
after a couple of production designers decided that the automation of theater
productions could be done more safely and more efficiently by using modular
production rather than the old “build-as-needed” formula. The company installs
wenches, stage lifts, and other equipment commonly used in stage productions.
The equipment is designed so it can be operated from a single console without
heavy lifting. Both opera companies and theaters see the benefit of such a
system, but many are reluctant to buy because of perceived costs.
Joseph Harris is the company’s best salesperson. Harris is
making a sales call on the manager of a theater that is planning to perform
three plays this season that include complicated lifting, flying, and a working
trapdoor. The manager is aware of the time, labor, and monetary costs involved
in staging these productions and wishes there was an easier way to produce the
three plays.
The theater manager is most likely at the:
1. A)
unconscious level and will be a difficult sell.
2. B)
preconscious level and will require a lengthy sales presentation.
3. C)
routine decision level and anxious about the purchase.
4. D)
conscious level and easy to sell to.
5. E)
routine decision level with few objections.
144) Stage Technologies is a London-based company that supplies
engineering solutions for the entertainment industry. It has helped the
boy-band Westlife make a flying entrance onto stage and provided stage-rigging
packages for the Princess cruise line. The company was established in 1994
after a couple of production designers decided that the automation of theater
productions could be done more safely and more efficiently by using modular
production rather than the old “build-as-needed” formula. The company installs
wenches, stage lifts, and other equipment commonly used in stage productions.
The equipment is designed so it can be operated from a single console without
heavy lifting. Both opera companies and theaters see the benefit of such a
system, but many are reluctant to buy because of perceived costs.
Joseph Harris is the company’s best salesperson. Harris is
making a sales call on the manager of a theater that is planning to perform
three plays this season that include complicated lifting, flying, and a working
trapdoor. The manager is aware of the time, labor, and monetary costs involved
in staging these productions and wishes there was an easier way to produce the
three plays.
During the sales presentation, which of the following should
most likely be emphasized to the theater manager?
1. A)
Benefits of the Stage Technologies system
2. B)
Safety features of the Stage Technologies wench
3. C)
Stage Technologies’ service record
4. D)
Uses for the Stage Technologies equipment
5. E)
Leasing arrangements of Stage Technologies
145) Stage Technologies is a London-based company that supplies
engineering solutions for the entertainment industry. It has helped the
boy-band Westlife make a flying entrance onto stage and provided stage-rigging
packages for the Princess cruise line. The company was established in 1994
after a couple of production designers decided that the automation of theater
productions could be done more safely and more efficiently by using modular
production rather than the old “build-as-needed” formula. The company installs
wenches, stage lifts, and other equipment commonly used in stage productions.
The equipment is designed so it can be operated from a single console without
heavy lifting. Both opera companies and theaters see the benefit of such a
system, but many are reluctant to buy because of perceived costs.
Joseph Harris is the company’s best salesperson. Harris is
making a sales call on the manager of a theater that is planning to perform
three plays this season that include complicated lifting, flying, and a working
trapdoor. The manager is aware of the time, labor, and monetary costs involved
in staging these productions and wishes there was an easier way to produce the
three plays.
During the sales presentation to the theater manager, Harris
makes a strong selling point about the benefits of the Stage Technologies
system. At that point, Harris should most likely:
1. A)
request a short break.
2. B)
re-address a negative objection.
3. C)
immediately move to close the sale.
4. D)
ask the manager his opinion about the system.
5. E)
continue moving forward with the presentation.
146) Stage Technologies is a London-based company that supplies
engineering solutions for the entertainment industry. It has helped the
boy-band Westlife make a flying entrance onto stage and provided stage-rigging
packages for the Princess cruise line. The company was established in 1994
after a couple of production designers decided that the automation of theater
productions could be done more safely and more efficiently by using modular
production rather than the old “build-as-needed” formula. The company installs
wenches, stage lifts, and other equipment commonly used in stage productions.
The equipment is designed so it can be operated from a single console without
heavy lifting. Both opera companies and theaters see the benefit of such a
system, but many are reluctant to buy because of perceived costs.
Joseph Harris is the company’s best salesperson. Harris is
making a sales call on the manager of a theater that is planning to perform
three plays this season that include complicated lifting, flying, and a working
trapdoor. The manager is aware of the time, labor, and monetary costs involved
in staging these productions and wishes there was an easier way to produce the
three plays.
The theater manager is very concerned about the cost and quality
of the Stage Technologies system. Harris should most likely:
1. A)
close the deal.
2. B)
address the issue.
3. C)
highlight more features.
4. D)
lead into product benefits.
5. E)
ignore any further questions.
147) Stage Technologies is a London-based company that supplies
engineering solutions for the entertainment industry. It has helped the
boy-band Westlife make a flying entrance onto stage and provided stage-rigging
packages for the Princess cruise line. The company was established in 1994
after a couple of production designers decided that the automation of theater
productions could be done more safely and more efficiently by using modular
production rather than the old “build-as-needed” formula. The company installs
wenches, stage lifts, and other equipment commonly used in stage productions.
The equipment is designed so it can be operated from a single console without
heavy lifting. Both opera companies and theaters see the benefit of such a
system, but many are reluctant to buy because of perceived costs.
Joseph Harris is the company’s best salesperson. Harris is
making a sales call on the manager of a theater that is planning to perform
three plays this season that include complicated lifting, flying, and a working
trapdoor. The manager is aware of the time, labor, and monetary costs involved
in staging these productions and wishes there was an easier way to produce the
three plays.
Buyer’s remorse would most likely occur if:
1. A)
Anderson or Harris used the SELL sequence for prospecting.
2. B)
the customer tried to save money by buying fewer modules than needed.
3. C)
Anderson or Harris used uniform delivery pricing.
4. D)
the customer had perceptual objections.
5. E)
Anderson or Harris used too many trial closes.
ABC’s of Relationship Selling, 13e (Futrell)
Chapter 5 Sales Knowledge: Customers, Products,
Technologies
1) According to the Core Principles of Professional Selling,
most customers do not care how much a salesperson knows about a product until
the salesperson shows honesty and caring.
2) According to the text, salespeople who are product experts
develop ethical, long-term relationships with customers.
3) Sales training is the effort put forth by an employer to
provide the opportunity for the salesperson to receive job-related skills and
knowledge that improve sales success.
4) Knowledge of selling is gained only through the company’s
formal training program.
5) Salesperson knowledge is simply about a product or service.
6) Nowadays, salespeople are not expected to be knowledge
brokers for their sellers.
7) Prospects want to do business with salespeople who know their
business and the products they sell.
8) To reduce the amount of time that must be devoted to sales
training, modern companies do not teach their salespeople about the company’s
history.
9) A successful salesperson focuses only on gaining knowledge
about the specific product being sold because that is the only information that
customers demand.
10) Salespeople should familiarize themselves with the company’s
price, discount, and credit policies so that they can use them as a competitive
advantage.
11) Many companies offer customers various types of discounts,
which are usually developed at the business unit level by the firm’s product
managers.
12) One method to obtain information on competitors is through
advertisements.
13) Monitoring advertising and sales promotion activities
enables salespeople to include current data and prices into sales
presentations.
14) Brenda Hernandez is a manager of a plant that processes
recycled plastic to prepare them for sale to retail supermarkets. She recently
saw an advertisement for a machine her company could buy to reduce the cost of
reclaiming the recycled plastic by 20 percent. This ad is an example of trade
advertising.
15) In the area of sales promotions, the letters POP stand for
priced-on-purchase.
16) Shelf-facing refers to the number of individual products
placed side-by-side on the shelf.
17) A premium is an article of merchandise offered as an
incentive to the user to sample a product or visit a store.
18) Premiums are used solely to get customers to come into the
retailer’s store.
19) The three major categories of premiums are contests and
sweepstakes, consumer premiums, and dealer premiums.
20) The use of technology provides salespeople with more
efficient account control and better time and territory management.
21) Customer Relationship Management (CRM), is a technology
system that helps companies manage information about existing and potential
customers.
22) According to the text, time is the most vulnerable asset a
salesperson has to manage.
23) According to the text, The value of a CRM system lies in its
ability to manage knowledge.
24) Electronic calendar management can result in improved time
management.
25) Sales force automation systems are used for managing
customer follow-up calls.
26) A GIS is capable of revealing customer buying patterns.
27) For salespeople who need to be constantly in touch with
their clients, technology allows a functioning virtual office in the
salesperson’s home, their vehicle, hotel room, or even local coffee shop.
28) E-mails sent to customers can be written in a more casual
format than business letters sent by conventional mail.
29) Salespeople who use a virtual office are not as efficient as
those who work out of a stable office.
30) The emergence of the cloud technology has restricted more
mobile, portable opportunities for salespeople.
31) Increased worldwide interaction requires access and exchange
of data on a global basis.
32) In sales, the need for netiquette mostly arises when using
cell phones.
33) The rules of netiquette encourage you to use all capital
letters in e-mail that needs to be communicated quickly.
34) Etiquette rules for using a cell phone advise users to avoid
cell yell.
35) Net price is the standard price charged to customers.
36) FOB shipping point means the buyer pays all shipping costs.
37) Cumulative quantity discounts are price reductions received
for buying a certain amount of a product over a stated period of time.
38) Sterling Industries offers customers cash discounts for paying
their bills within 10 days. Assume a Sterling Industries customer purchases
$10,000 worth of goods on October 1 and the cash discount is “2/10 net 30.” If
the customer pays his bill on October 9, the amount due will be $9,000.
39) Markup is the dollar amount of money added to the product
cost to determine its selling price.
40) Gross profit is the money that remains after paying the
costs of marketing and operating the business.
41) Markup can only be derived from the product’s cost.
42) Which term refers to an employer’s effort to provide the
opportunity for salespeople to learn about the job-related skills, knowledge,
and attitudes that lead to sales success?
1. A)
Market positioning
2. B)
Sales training
3. C)
Sales enhancement
4. D)
Market delegation
5. E)
Job development
43) Which of the following statements about sales training is
true?
1. A)
Sales training ends when the salesperson actually begins the selling job.
2. B) An
understanding of sales training is only gained through the company’s formal training
program.
3. C)
Sales training is irrelevant once a salesperson receives the designation of
“master sales representative.”
4. D)
Sales knowledge gained from sales training benefits not only the salesperson
and the company but also the customer.
5. E)
Periodic sales training is intended to keep salespeople humble and aware of
their shortcomings.
44) Identify the correct statement about sales training.
1. A)
Knowledge of selling is primarily developed through experience.
2. B)
Most salespeople only go through about two weeks of sales training during their
entire selling career.
3. C)
Sales knowledge gained from sales training typically does not benefit the
salesperson.
4. D)
The only reason companies engage in sales training is to abide by federal
government laws that require equity in positioning.
5. E) A
salesperson has to undergo sales training only at the beginning of a sales
career.
45) According to the text, salespeople need to have sales
knowledge to:
1. A)
comply with Green River Ordinances.
2. B)
build the buyer’s confidence in the salesperson.
3. C)
eliminate inequities in sales experience.
4. D)
more efficiently manage inventory.
5. E)
win their employers’ confidence.
46) Identify the incorrect statement about the buyer’s
expectations from a knowledgeable salesperson.
1. A)
Buyers want salespeople to aid them in meeting their professional goals.
2. B)
Buyers want salespeople to have knowledge about product and service, only.
3. C)
Buyers want salespeople to aid them in meeting their organizational goals.
4. D)
Buyers want salespeople to aid them in meeting their personal goals
5. E)
Buyers want salespeople to be able to furnish important information on the
environment and help interpret the information.
47) Salespeople need to have knowledge for all of the following
EXCEPT:
1. A) increasing
the individual salesperson’s self-confidence.
2. B)
meeting buyer’s expectations
3. C)
building relationships with their customers.
4. D)
building the buyer’s confidence in the individual salesperson.
5. E)
increasing cognitive dissonance among customers.
48) As per the text, in order to be a knowledge broker, which
one of the following pieces of information would be LEAST important for a
salesperson?
1. A)
their customers
2. B)
their customer’s business and industry
3. C)
their customer’s organization
4. D)
key dynamics and trends that can impact their customer
5. E)
their customer’s political beliefs
49) A salesperson selling ________ to ________ would most likely
have the most extensive product knowledge.
1. A)
skis; consumers
2. B)
jewelry; retailers
3. C) televisions;
consumers
4. D)
computers; small businesses
5. E)
rocket components; engineers
Comments
Post a Comment