2.00 practice question links 2.01 customer loyalty (slide 4) 2.02 customer service (slide 46) 2.03...

2.00 Practice Question Links

• 2.01 Customer Loyalty (Slide 4)• 2.02 Customer Service (slide 46)• 2.03 Handling Difficult Customers (slide 87)• 2.06 Grades and Standards (slide 128)• 2.06 Warranties (slide 169)• 2.07 Branding (slide 210)• 2.08 Feature-benefit selling (slide 251)• 2.11 Nature of Selling (slide 292)

MKTG 2.00

2.01 – 2.05www.textbookwizards.com/selling.ppt

2.06 – 2.11

www.textbookwizards.com/branding.ppt

www.textbookwizards.com/mktg2.00.ppt

2.00 practice questions

1.00 Notes and Practice Questions

www.textbookwizards.com/4ps.ppt

www.textbookwizards.com/1.00.ppt

2.01 Customer Loyalty

• One way that a business builds a clientele is by establishing desirable business

• a. slogans. c. budgets.• b. policies. d. objectives.

• One way that a business builds a clientele is by establishing desirable business

• a. slogans. c. budgets.• b. policies. d. objectives.

• Which of the following is a personality trait that would help a salesperson to build a clientele:

• a. Sincerity c. Superiority• b. Artfulness d. Self-centeredness

• Which of the following is a personality trait that would help a salesperson to build a clientele:

• a. Sincerity c. Superiority• b. Artfulness d. Self-centeredness

• The body of customers upon which a business can rely for significant repeat business is called its

• a. suppliers. c. clientele.• b. employees. d. competitors.

• The body of customers upon which a business can rely for significant repeat business is called its

• a. suppliers. c. clientele.• b. employees. d. competitors.

• Which of the following is a benefit to the business of building a clientele:

a. Personal satisfaction c. Increased knowledgeb. Increased selling costs d. Increased sales volume

• Which of the following is a benefit to the business of building a clientele:

a. Personal satisfaction c. Increased knowledgeb. Increased selling costs d. Increased sales volume

• Which of the following will probably happen if a business fails to build a clientele:

• a. Salespeople will wisely invest their time in working with customers who plan to switch

• to competitors.• b. Positive word-of-mouth advertising will

increase.• c. The business’s success will be ensured.• d. Customer turnover will be high, leading to

increased costs of replacing customers.

• Which of the following will probably happen if a business fails to build a clientele:

• a. Salespeople will wisely invest their time in working with customers who plan to switch

• to competitors.• b. Positive word-of-mouth advertising will

increase.• c. The business’s success will be ensured.• d. Customer turnover will be high, leading to

increased costs of replacing customers.

• One simple way for salespeople to express appreciation to customers is by

a. sending thank-you notes to customers. c. asking customers for referrals.b. buying expensive gifts for customers. d. letting customers handle problems.

• One simple way for salespeople to express appreciation to customers is by

a. sending thank-you notes to customers. c. asking customers for referrals.b. buying expensive gifts for customers. d. letting customers handle problems.

• The primary reason that customers do not become repeat customers is

a. lack of assortment/selection. c. poor location.b. high prices. d. lack of courtesy from salespeople.

• The primary reason that customers do not become repeat customers is

a. lack of assortment/selection. c. poor location.b. high prices. d. lack of courtesy from salespeople.

• Locating potential clients is referred to as • a. a service attitude. c. prospecting.• b. follow-up. d. a sales presentation.

• A sales presentation should be based on

a. the fact that the client needs the product. c. the ability to locate new clients.b. appropriate use of follow-up techniques. d. clearly written users’ manuals.

• A sales presentation should be based on

a. the fact that the client needs the product. c. the ability to locate new clients.b. appropriate use of follow-up techniques. d. clearly written users’ manuals.

• A selling activity that helps salespeople to build a clientele is

• a. comparison shopping. c. commission.• b. substitute selling. d. follow-up.

• A selling activity that helps salespeople to build a clientele is

• a. comparison shopping. c. commission.• b. substitute selling. d. follow-up.

• Which group of employees is most instrumental in building customer goodwill:

• a. Managers c. Stockkeepers• b. Directors d. Salespersons

• Which group of employees is most instrumental in building customer goodwill:

• a. Managers c. Stockkeepers• b. Directors d. Salespersons

• A business that has built a loyal clientele is at an advantage because its

• a. vendors offer better discounts.• b. selling costs are usually reduced.• c. customers will always be loyal to the

business.• d. salespeople have more time to take care of

stock.

• A business that has built a loyal clientele is at an advantage because its

• a. vendors offer better discounts.• b. selling costs are usually reduced.• c. customers will always be loyal to the

business.• d. salespeople have more time to take care of

stock.

• You successfully sell the company’s new product line to Ms. Jones, and she offers to put you in touch

• with other businesses that might be interested in your product. What type of benefit of building a clientele

• is this? • a. Referral c. Loyalty• b. Word-of-mouth advertising d. Repeat sales

• You successfully sell the company’s new product line to Ms. Jones, and she offers to put you in touch

• with other businesses that might be interested in your product. What type of benefit of building a clientele

• is this? • a. Referral c. Loyalty• b. Word-of-mouth advertising d. Repeat sales

• A business’s well-established body of customers usually has an important impact on the business’s

• a. financial success. c. increased costs.• b. vendor relations. d. recruitment process.

• A business’s well-established body of customers usually has an important impact on the business’s

• a. financial success. c. increased costs.• b. vendor relations. d. recruitment process.

• When other salespeople and industry trade groups assist a company in locating new clients, the company

• is using • a. personal sources. c. company leads.• b. unethical practices. d. external sources.

• When other salespeople and industry trade groups assist a company in locating new clients, the company

• is using • a. personal sources. c. company leads.• b. unethical practices. d. external sources.

• Benefits to the sales staff from building a clientele include

• a. reduced costs and personal satisfaction.• b. increased sales volume and expenses.• c. repeat sales and increased earnings.• d. increased knowledge and word-of-mouth

advertising.

• Benefits to the sales staff from building a clientele include

• a. reduced costs and personal satisfaction.• b. increased sales volume and expenses.• c. repeat sales and increased earnings.• d. increased knowledge and word-of-mouth

advertising.

• Which of the following is an example of a business policy that might help to build a loyal clientele:

• a. Prepare sales presentations c. Provide quality maintenance• b. Complete adequate follow-up d. Locate potential leads

• Which of the following is an example of a business policy that might help to build a loyal clientele:

• a. Prepare sales presentations c. Provide quality maintenance

• b. Complete adequate follow-up d. Locate potential leads

• Businesses hope that individuals who are favorably impressed with the business will tell others about it

• so that the business will receive __________ advertising.

• a. sponsored c. specialty• b. word-of-mouth d. point-of-purchase

• Businesses hope that individuals who are favorably impressed with the business will tell others about it

• so that the business will receive __________ advertising.

• a. sponsored c. specialty• b. word-of-mouth d. point-of-purchase

• Salespeople often obtain good sales leads from

• a. the company. c. professors.• b. competitors. d. the industry.

• Salespeople often obtain good sales leads from

• a. the company. c. professors.• b. competitors. d. the industry.

• The most important attitude for salespeople to possess is usually a(n) __________ attitude.

• a. interesting c. passive• b. service d. unique

• The most important attitude for salespeople to possess is usually a(n) __________ attitude.

• a. interesting c. passive• b. service d. unique

2.02 Customer Service in Selling

• When is a salesperson’s job done? • a. After the sales presentation c. When the item can no longer be returned• b. After the deal has closed d. When the customer is satisfied

• Which of the following words best describes the role of customer service in selling:

• a. Presentation c. Function• b. Relationship d. Department

• Which of the following words best describes the role of customer service in selling:

• a. Presentation c. Function• b. Relationship d. Department

• Which of the following is an example of the type of customer service a salesperson should provide:

• a. Tracking order status c. Bookkeeping• b. Providing store security d. Offering valet parking

• Which of the following is an example of the type of customer service a salesperson should provide:

• a. Tracking order status c. Bookkeeping• b. Providing store security d. Offering valet parking

• Because product quality and price can easily be matched, customer service becomes a key component in

• business • a. careers. c. competition.• b. communications. d. forecasts.

• Because product quality and price can easily be matched, customer service becomes a key component in

• business • a. careers. c. competition.• b. communications. d. forecasts.

• Which of the following is not a factor in customers’ service expectations:

• a. Past experience c. Needs of others• b. Word-of-mouth information d. Advertising

• Which of the following is not a factor in customers’ service expectations:

• a. Past experience c. Needs of others• b. Word-of-mouth information d. Advertising

• If a customer expects something because his/her friend received it, the customer’s expectation is influenced

• by • a. past experience. c. personal needs.• b. word-of-mouth information. d. advertising.

• If a customer expects something because his/her friend received it, the customer’s expectation is influenced

• by • a. past experience. c. personal needs.• b. word-of-mouth information. d. advertising.

• Quality customer service builds profits through existing customers by generating

• a. repeat business. c. discounts.• b. compliments. d. product demonstrations.

• Quality customer service builds profits through existing customers by generating

• a. repeat business. c. discounts.• b. compliments. d. product demonstrations.

• Dan’s customer is purchasing a new printer, so he mentions the need to pick up an ink cartridge at the

• same time. This is an example of • a. efficient shipping and delivery. c. providing ample product information.• b. suggestion selling. d. making only promises that can be kept.

• Dan’s customer is purchasing a new printer, so he mentions the need to pick up an ink cartridge at the

• same time. This is an example of • a. efficient shipping and delivery. c. providing ample product information.• b. suggestion selling. d. making only promises that can be kept.

• Sandra’s customer is trying to decide between three different makes of automobiles. Sandra gives her the

• owner’s manual for each, so she can browse through them and learn more. This is an example of

• a. overseeing installation. c. providing ample product information.• b. suggestion selling. d. making only promises that can be kept.

• Sandra’s customer is trying to decide between three different makes of automobiles. Sandra gives her the

• owner’s manual for each, so she can browse through them and learn more. This is an example of

• a. overseeing installation. c. providing ample product information.• b. suggestion selling. d. making only promises that can be kept.

• Which of the following is a pre-sale opportunity for salespeople to provide customer service:

• a. Shipping and delivery c. Technical assistance and support• b. Maintenance and repair d. Providing ample product information

• Which of the following is a pre-sale opportunity for salespeople to provide customer service:

• a. Shipping and delivery c. Technical assistance and support• b. Maintenance and repair d. Providing ample product information

• Roy is taking a class on how to use the new software he just purchased for his business. The class is offered

• by the store where he purchased the software. What aspect of customer service does this situation

• illustrate? • a. Customer training c. Order processing• b. Credit/Financing d. Installation

• Roy is taking a class on how to use the new software he just purchased for his business. The class is offered

• by the store where he purchased the software. What aspect of customer service does this situation

• illustrate? • a. Customer training c. Order processing• b. Credit/Financing d. Installation

• Jenna’s customer doesn’t have the money to pay upfront for his purchase, so he’d like to pay in installments.

• Jenna says she will arrange it for him. What aspect of customer service does this situation illustrate?

• a. Credit/Financing c. Warranty issues• b. Shipping and delivery d. Maintenance and

repair

• Jenna’s customer doesn’t have the money to pay upfront for his purchase, so he’d like to pay in installments.

• Jenna says she will arrange it for him. What aspect of customer service does this situation illustrate?

• a. Credit/Financing c. Warranty issues• b. Shipping and delivery d. Maintenance and

repair

• Jameson ordered a new dishwasher, and it arrived damaged. He immediately called the salesperson who

• sold him the product and was reassured that a new dishwasher would be sent right away. What aspect of

• customer service does this situation illustrate? • a. Shipping and delivery c. Technical assistance and support• b. Customer training d. Credit/Financing

• Jameson ordered a new dishwasher, and it arrived damaged. He immediately called the salesperson who

• sold him the product and was reassured that a new dishwasher would be sent right away. What aspect of

• customer service does this situation illustrate? • a. Shipping and delivery c. Technical assistance and support• b. Customer training d. Credit/Financing

• Stephanie knows she’ll be protected if her new cell phone breaks, but she just can’t understand what’s

• covered and what’s not. Her salesperson helps her go through the information to make sure she doesn’t

• have any questions. What aspect of customer service does this situation illustrate?

• a. Shipping and delivery c. Warranty issues• b. Installation d. Order processing

• Stephanie knows she’ll be protected if her new cell phone breaks, but she just can’t understand what’s

• covered and what’s not. Her salesperson helps her go through the information to make sure she doesn’t

• have any questions. What aspect of customer service does this situation illustrate?

• a. Shipping and delivery c. Warranty issues• b. Installation d. Order processing

• Bill’s Internet service isn’t working, and it’s the middle of the night. He knows he can call the toll-free

• help-line, though, because it’s open 24 hours a day. What aspect of customer service does this situation

• illustrate? • a. Shipping and delivery c. Customer training• b. Credit/Financing d. Technical assistance and support

• Bill’s Internet service isn’t working, and it’s the middle of the night. He knows he can call the toll-free

• help-line, though, because it’s open 24 hours a day. What aspect of customer service does this situation

• illustrate? • a. Shipping and delivery c. Customer training• b. Credit/Financing d. Technical assistance and support

• Anna recently purchased a car, and she is taking it back to the dealership for its first routine oil change,

• free of charge. What aspect of customer service does this situation illustrate?

• a. Shipping and delivery c. Order processing• b. Maintenance and repair d. Installation

• Anna recently purchased a car, and she is taking it back to the dealership for its first routine oil change,

• free of charge. What aspect of customer service does this situation illustrate?

• a. Shipping and delivery c. Order processing• b. Maintenance and repair d. Installation

• Businesses cannot know if customers are satisfied unless they

• a. provide customer training. c. provide lengthy surveys.• b. solicit feedback. d. respond to complaints promptly.

• Businesses cannot know if customers are satisfied unless they

• a. provide customer training. c. provide lengthy surveys.• b. solicit feedback. d. respond to complaints promptly.

• To maintain relationships with customers, it’s important for salespeople to

• a. offer free installation. c. send them online comment cards.• b. personally perform product repairs. d. keep in touch with them.

• To maintain relationships with customers, it’s important for salespeople to

• a. offer free installation. c. send them online comment cards.• b. personally perform product repairs. d. keep in touch with them.

• Customer complaints and concerns should be • a. a second priority behind closing the sale. c. addressed as quickly as possible.• b. taken seriously only if it’s a large order. d. passed on to the manager.

• Which of the following is a key to customer service:

• a. Offering interest-free loans c. Offering free training classes• b. Visiting customers personally d. Having a good attitude

• Which of the following is a key to customer service:

• a. Offering interest-free loans c. Offering free training classes• b. Visiting customers personally d. Having a good attitude

2.03 Handling Difficult Customers

• How does solving difficult-customer situations benefit your company?

• a. It will generate repeat business.• b. The difficult customers won’t bother you

again.• c. You will get a promotion.• d. All the employees will get promotions.

• How does solving difficult-customer situations benefit your company?

• a. It will generate repeat business.• b. The difficult customers won’t bother you

again.• c. You will get a promotion.• d. All the employees will get promotions.

• How does solving difficult-customer situations benefit you personally?

• a. You will encounter difficult customers less frequently.• b. Your customers will be happier.• c. You gain valuable communication skills.• d. Your boss will automatically give you a raise.

• How does solving difficult-customer situations benefit you personally?

• a. You will encounter difficult customers less frequently.• b. Your customers will be happier.• c. You gain valuable communication skills.• d. Your boss will automatically give you a raise.

• Eva works at a hotel registration desk. When a customer was checking in tonight, Eva reminded him that checkout time would be 11:00 a.m. “No, it’s not!” he exclaimed. “It’s always at 11:30!” Eva’s customer is

• a. suspicious. c. impatient.• b. leave-me-alone. d. argumentative.

• Eva works at a hotel registration desk. When a customer was checking in tonight, Eva reminded him that checkout time would be 11:00 a.m. “No, it’s not!” he exclaimed. “It’s always at 11:30!” Eva’s customer is

• a. suspicious. c. impatient.• b. leave-me-alone. d. argumentative.

• Rich works the cash register at a retail store. The store is unusually busy today, and Rich’s line has grown long. A woman at the back of the line remarks loudly, “This is absolutely ridiculous!” Rich’s customer is

• a. domineering/superior. c. argumentative.• b. impatient. d. leave-me-alone.

• Rich works the cash register at a retail store. The store is unusually busy today, and Rich’s line has grown long. A woman at the back of the line remarks loudly, “This is absolutely ridiculous!” Rich’s customer is

• a. domineering/superior. c. argumentative.• b. impatient. d. leave-me-alone.

• Stacey works at a fancy gift shop. Many of the items in the shop are expensive collectibles, and Stacey is very knowledgeable about them. Today, a man comes in looking for a gift for his wife. Stacey offers to help, but he just grunts at her and turns his back. Stacey’s customer is

• a. impatient. c. leave-me-alone.• b. insulting. d. argumentative.

• Stacey works at a fancy gift shop. Many of the items in the shop are expensive collectibles, and Stacey is very knowledgeable about them. Today, a man comes in looking for a gift for his wife. Stacey offers to help, but he just grunts at her and turns his back. Stacey’s customer is

• a. impatient. c. leave-me-alone.• b. insulting. d. argumentative.

• Jonathan works in his small town’s only video store. He is on a first-name basis with most of the customers who come in. Cheryl is a difficult customer. Sometimes she’s really friendly, and other times she snaps at Jonathan. She is a(n) __________ customer.

• a. irritable/moody c. slow/methodical• b. suspicious d. dishonest

• Jonathan works in his small town’s only video store. He is on a first-name basis with most of the customers who come in. Cheryl is a difficult customer. Sometimes she’s really friendly, and other times she snaps at Jonathan. She is a(n) __________ customer.

• a. irritable/moody c. slow/methodical• b. suspicious d. dishonest

• Darcie is a lifeguard at the local beach. Sometimes, she has to blow her whistle to signal to swimmers that they have gone out too far. Today, one of the risky swimmers runs up to her and shouts, “I wasn’t out too far! You must be blind!” This is an example of a(n) __________ customer.

• a. insulting c. impatient• b. suspicious d. slow/methodical

• Darcie is a lifeguard at the local beach. Sometimes, she has to blow her whistle to signal to swimmers that they have gone out too far. Today, one of the risky swimmers runs up to her and shouts, “I wasn’t out too far! You must be blind!” This is an example of a(n) __________ customer.

• a. insulting c. impatient• b. suspicious d. slow/methodical

• Ellen works at a golf course. During the summer, she drives a golf cart around the course, selling cold drinks and snacks to the golfers. It’s a beautiful day, and the course is especially crowded. Ellen offers one golfer a cold drink, and she replies, “Well, I guess I’ll have time, since the play is so slow. It’s not very fun to have to wait so long between holes. Who is running this course? You always set your tee times way

• too close together!” Ellen’s customer is • a. suspicious. c. complaining.• b. argumentative. d. leave-me-alone.

• Ellen works at a golf course. During the summer, she drives a golf cart around the course, selling cold drinks and snacks to the golfers. It’s a beautiful day, and the course is especially crowded. Ellen offers one golfer a cold drink, and she replies, “Well, I guess I’ll have time, since the play is so slow. It’s not very fun to have to wait so long between holes. Who is running this course? You always set your tee times way

• too close together!” Ellen’s customer is • a. suspicious. c. complaining.• b. argumentative. d. leave-me-alone.

• Carrie has a summer job cleaning and maintaining backyard pools. Her boss thinks she does a great job. Today, she has a new client. For a while, he was watching her from the porch, and then he came out and stood just a few feet away from her. “Don’t do it that way,” he instructed. “You’re using too much chlorine. Should I just measure it out for you?” Carrie’s customer is

• a. slow/methodical. c. suspicious.• b. domineering/superior. d. irritable/moody.

• Carrie has a summer job cleaning and maintaining backyard pools. Her boss thinks she does a great job. Today, she has a new client. For a while, he was watching her from the porch, and then he came out and stood just a few feet away from her. “Don’t do it that way,” he instructed. “You’re using too much chlorine. Should I just measure it out for you?” Carrie’s customer is

• a. slow/methodical. c. suspicious.• b. domineering/superior. d. irritable/moody.

• Mitch works at the layaway counter in a retail store. The store’s layaway policy is clearly posted on a sign over the counter, but sometimes customers just don’t “get it.” Today, a woman asked about 15 questions to make sure she understood the policy correctly. She was a __________ customer.

• a. dishonest c. complaining• b. domineering/superior d. suspicious

• Mitch works at the layaway counter in a retail store. The store’s layaway policy is clearly posted on a sign over the counter, but sometimes customers just don’t “get it.” Today, a woman asked about 15 questions to make sure she understood the policy correctly. She was a __________ customer.

• a. dishonest c. complaining• b. domineering/superior d. suspicious

• Jill works behind the counter at a fast-food restaurant. The restaurant prides itself on great food and quick service. Right now, a man is staring up at the menu trying to decide what he wants to order, and a line is quickly forming behind him. Jill asks, “May I take your order?” but he remains silent. This customer is

• a. complaining. c. dishonest.• b. suspicious. d. slow/methodical.

• Jill works behind the counter at a fast-food restaurant. The restaurant prides itself on great food and quick service. Right now, a man is staring up at the menu trying to decide what he wants to order, and a line is quickly forming behind him. Jill asks, “May I take your order?” but he remains silent. This customer is

• a. complaining. c. dishonest.• b. suspicious. d. slow/methodical.

• Randy works at a batting cage. Today, a customer came to him to complain that the machine did not give as many pitches as she paid for and to demand a refund. Randy checked out the machine and didn’t find anything wrong with it. He had a feeling that the customer was just trying to practice for free but didn’t have

• any proof. Randy’s customer is • a. domineering/superior. c. impatient.• b. dishonest. d. leave-me-alone.

• Randy works at a batting cage. Today, a customer came to him to complain that the machine did not give as many pitches as she paid for and to demand a refund. Randy checked out the machine and didn’t find anything wrong with it. He had a feeling that the customer was just trying to practice for free but didn’t have

• any proof. Randy’s customer is • a. domineering/superior. c. impatient.• b. dishonest. d. leave-me-alone.

• Which of the following is the best way to handle argumentative customers:

• a. Ask simple, polite questions with options.• b. Never press for sales or decisions.• c. Explain and demonstrate good service as many times

as you need to.• d. Mirror their behavior.

• Which of the following is the best way to handle argumentative customers:

• a. Ask simple, polite questions with options.• b. Never press for sales or decisions.• c. Explain and demonstrate good service as many times

as you need to.• d. Mirror their behavior.

• Which of the following is the best way to handle dishonest customers:

• a. Explain and demonstrate good service as many times as you need to.

• b. Never press for sales or decisions.• c. Don’t jump to quick conclusions.• d. Mirror their behavior.

• Which of the following is the best way to handle dishonest customers:

• b. Never press for sales or decisions.• c. Don’t jump to quick conclusions.• d. Mirror their behavior.

• Which of the following is the best way to handle impatient customers:

• b. Agree first on common points.• c. Never press for sales or decisions.• d. Serve them nonemotionally.

• Which of the following is the best way to handle impatient customers:

• b. Agree first on common points.• c. Never press for sales or decisions.• d. Serve them nonemotionally.

• Which of the following is the best way to handle slow/methodical customers:

• a. Don’t jump to quick conclusions. c. Serve them nonemotionally.• b. Let them have their say. d. Help them along by not overwhelming them.

• Which of the following is the best way to handle slow/methodical customers:

• a. Don’t jump to quick conclusions. c. Serve them nonemotionally.• b. Let them have their say. d. Help them along by not overwhelming them.

• Which of the following is the best way to handle leave-me-alone customers:

• a. Agree first on common points. c. Don’t jump to quick conclusions.• b. Ask simple, polite questions with options. d. Never press for sales or decisions.

• Which of the following is the best way to handle leave-me-alone customers:

• a. Agree first on common points. c. Don’t jump to quick conclusions.• b. Ask simple, polite questions with options. d. Never press for sales or decisions.

• Which of the following is the best way to handle suspicious customers:

• a. Ask simple, polite questions with options.• b. Serve them nonemotionally.• c. Help them along by not overwhelming

them.• d. Explain and demonstrate good service as

many times as you need to.

• Which of the following is the best way to handle suspicious customers:

• a. Ask simple, polite questions with options.• b. Serve them nonemotionally.• c. Help them along by not overwhelming

them.• d. Explain and demonstrate good service as

• Which of the following is the best way to handle irritable/moody customers:

• a. Let them have their say.• b. Be consistent in your positive behavior.• c. Explain and demonstrate good service as

many times as you need to.• d. Ask simple, polite questions with options.

• Which of the following is the best way to handle irritable/moody customers:

• a. Let them have their say.• b. Be consistent in your positive behavior.• c. Explain and demonstrate good service as

many times as you need to.• d. Ask simple, polite questions with options.

• Which of the following is the best way to handle domineering/superior customers:

• a. Never press for sales or decisions.• b. Don’t jump to quick conclusions.• c. Let them have their say.• d. Explain and demonstrate good service as

• Which of the following is the best way to handle domineering/superior customers:

• a. Never press for sales or decisions.• b. Don’t jump to quick conclusions.• c. Let them have their say.• d. Explain and demonstrate good service as

2.06 Grades and Standards

• What does the following statement illustrate: The product should be four inches long and weigh 14

• ounces. • a. Grades c. Warranties• b. Standards d. Testimonials

• What does the following statement illustrate: The product should be four inches long and weigh 14

• ounces. • a. Grades c. Warranties• b. Standards d. Testimonials

• An octane rating of 87 is an example of • a. grades. c. standards.• b. guarantees. d. warranties.

• Light bulbs are made to fit sockets across the U.S. This is an example of which of the following ways that

• standards are used: • a. To establish uniform, consistent products• b. To indicate where the product will be sold• c. To indicate how much the product will cost• d. To provide consumers with product

information

• Light bulbs are made to fit sockets across the U.S. This is an example of which of the following ways that

• standards are used: • a. To establish uniform, consistent products• b. To indicate where the product will be sold• c. To indicate how much the product will cost• d. To provide consumers with product

information

• Which of the following is a way that grades and standards can be used:

• a. To develop product brands• b. To identify employee benefits• c. To determine how products can be used• d. To indicate which media will be used for

promotion

• Which of the following is a way that grades and standards can be used:

• a. To develop product brands• b. To identify employee benefits• c. To determine how products can be used• d. To indicate which media will be used for

promotion

• How does the use of grades and standards affect the buying and selling process?

• a. It enables businesses to set high prices.• b. It provides product information on unsafe

products.• c. It enables customers to buy without having

to inspect each product.• d. It enables salespeople to suggest products

without having to determine customer needs.

• How does the use of grades and standards affect the buying and selling process?

• a. It enables businesses to set high prices.• b. It provides product information on unsafe

products.• c. It enables customers to buy without having

to inspect each product.• d. It enables salespeople to suggest products

without having to determine customer needs.

• How can salespeople use grades and standards? • a. To set prices c. To meet customer needs• b. To advertise products d. To develop the product mix

• The importance of grades and standards increases as international trade

• a. decreases. c. fluctuates.• b. increases. d. remains unchanged.

• The importance of grades and standards increases as international trade

• a. decreases. c. fluctuates.• b. increases. d. remains unchanged.

• Any business that transports goods across state lines must comply with standards set by

• a. individual businesses. c. professional organizations.• b. government agencies. d. trade associations.

• Any business that transports goods across state lines must comply with standards set by

• a. individual businesses. c. professional organizations.• b. government agencies. d. trade associations.

• Which of the following is usually responsible for grading goods:

• a. Government agencies c. Consumer groups• b. Research organizations d. Sales representatives

• Which of the following is usually responsible for grading goods:

• a. Government agencies c. Consumer groups• b. Research organizations d. Sales representatives

• Why do many professional organizations develop standards for their members to follow?

• a. To create influence c. To promote group activities• b. To promote product safety d. To establish control

• Why do many professional organizations develop standards for their members to follow?

• a. To create influence c. To promote group activities• b. To promote product safety d. To establish control

• Which of the following is a source that businesses use to develop standards:

• a. Lawyers c. Accountants• b. Suppliers d. Advertisers

• Which of the following is a source that businesses use to develop standards:

• a. Lawyers c. Accountants• b. Suppliers d. Advertisers

• A business specifies that employees must contact a certain number of customers each week. This is an

• example of __________ standards. • a. time c. quality• b. cost d. quantity

• A business specifies that employees must contact a certain number of customers each week. This is an

• example of __________ standards. • a. time c. quality• b. cost d. quantity

• Why do businesses want to meet quality standards?

• a. To reduce costs• b. To determine how much work must be

done• c. To decrease profit• d. To examine how long it takes to get a job

• Why do businesses want to meet quality standards?

• a. To reduce costs• b. To determine how much work must be

done• c. To decrease profit• d. To examine how long it takes to get a job

• Which of the following is most likely to result if workers fail to meet time standards:

• a. Reduced costs c. Reduced number of products available• b. Increased promotion d. Increased quality of products provided

• Which of the following is most likely to result if workers fail to meet time standards:

• a. Reduced costs c. Reduced number of products available• b. Increased promotion d. Increased quality of products provided

• Employees who waste materials have a negative effect on a business’s __________ standards.

• a. work c. cost• b. time d. sales

• Employees who waste materials have a negative effect on a business’s __________ standards.

• a. work c. cost• b. time d. sales

• The amount of work to be done is specified by __________ standards.

• a. time c. quality• b. quantity d. cost

• The amount of work to be done is specified by __________ standards.

• a. time c. quality• b. quantity d. cost

• When products are graded by nongovernment agencies, the grading is

• a. occasional. c. periodic.• b. mandatory. d. voluntary.

• When products are graded by nongovernment agencies, the grading is

• a. occasional. c. periodic.• b. mandatory. d. voluntary.

• How food products can be used generally is determined by their

• a. grades. c. labels.• b. traits. d. brands.

• How food products can be used generally is determined by their

• a. grades. c. labels.• b. traits. d. brands.

• What government agency is usually responsible for rating food products?

• a. U.S. Department of Commerce c. Society of Automotive Engineers• b. U.S. Department of Agriculture d. Food and Drug Administration

• What government agency is usually responsible for rating food products?

• a. U.S. Department of Commerce c. Society of Automotive Engineers• b. U.S. Department of Agriculture d. Food and Drug Administration

• Which of the following is an example of a dairy product that is graded:

• a. Cheese c. Milk• b. Butter d. Cream

• Which of the following is an example of a dairy product that is graded:

• a. Cheese c. Milk• b. Butter d. Cream

2.06 Warranties

• A promise made by the seller to the customer that the seller will repair or replace a product that does not perform as expected is defined as a

• a. market. c. guarantee.• b. warranty. d. strategy.

• A promise made by the seller to the customer that the seller will repair or replace a product that does not perform as expected is defined as a

• a. market. c. guarantee.• b. warranty. d. strategy.

• A customer buys an mp3 player and receives a printed warranty card stating the actions the company will take if the mp3 player does not work properly. This is an example of a(n) __________ warranty.

• a. express c. implied• b. full d. limited

• A customer buys an mp3 player and receives a printed warranty card stating the actions the company will take if the mp3 player does not work properly. This is an example of a(n) __________ warranty.

• a. express c. implied• b. full d. limited

Is an express warranty an oral promise given by the salesperson?

• a. No. An express warranty is a promise expressed in a specific statement concerning the quality of

• the product and must be in written form.• b. Yes. An express warranty is an oral promise given by a

salesperson, but its extent is limited.• c. Yes. Whether the promise is limited or full, the seller must

fulfill the promise to the customer.• d. No. An express warranty must be expressed verbally, and

it also must be in written form.

Is an express warranty an oral promise given by the salesperson?

• a. No. An express warranty is a promise expressed in a specific statement concerning the quality of

• the product and must be in written form.• b. Yes. An express warranty is an oral promise given by a

salesperson, but its extent is limited.• c. Yes. Whether the promise is limited or full, the seller must

fulfill the promise to the customer.• d. No. An express warranty must be expressed verbally, and

it also must be in written form.

• When customers buy televisions, they expect them to transmit pictures. This is an example of a(n)

• __________ warranty. • a. full c. express• b. implied d. limited

• When customers buy televisions, they expect them to transmit pictures. This is an example of a(n)

• __________ warranty. • a. full c. express• b. implied d. limited

• A warranty that covers the entire product is known as a(n) ___________ warranty.

• a. express c. full• b. limited d. implied

• A warranty that covers the entire product is known as a(n) ___________ warranty.

• a. express c. full• b. limited d. implied

• Sam’s new car came with a warranty that ended after 12,000 miles or one year. The warranty covered

• major parts. This is an example of a(n) __________ warranty.

• a. full c. illegal• b. implied d. limited

• Sam’s new car came with a warranty that ended after 12,000 miles or one year. The warranty covered

• major parts. This is an example of a(n) __________ warranty.

• a. full c. illegal• b. implied d. limited

• A promise made by the seller to the customer that the seller will refund the customer’s purchase price if

• the product does not perform as expected is defined as a

• a. guarantee. c. warranty.• b. recourse. d. full warranty.

• A promise made by the seller to the customer that the seller will refund the customer’s purchase price if

• the product does not perform as expected is defined as a

• a. guarantee. c. warranty.• b. recourse. d. full warranty.

• In its catalogs, a clothing manufacturer states: “If you are not completely satisfied with any item you buy from us, at any time during your use of it, return it and we will refund your full purchase price.” This is

• an example of a • a. warranty on goods. c. guarantee on goods.• b. guarantee on goods and service. d. warranty on service.

• In its catalogs, a clothing manufacturer states: “If you are not completely satisfied with any item you buy from us, at any time during your use of it, return it and we will refund your full purchase price.” This is

• an example of a • a. warranty on goods. c. guarantee on goods.• b. guarantee on goods and service. d. warranty on service.

• “Your money back if not satisfied” is an example of a

• a. warranty. c. recourse.• b. guarantee. d. strategy.

• “Your money back if not satisfied” is an example of a

• a. warranty. c. recourse.• b. guarantee. d. strategy.

• Holiday Inn Express uses the slogan “No excuses, guaranteed” as a money-back promise to guests. This is an example of a

• a. warranty on goods. c. warranty on service.• b. guarantee on goods and services. d. guarantee on service.

• Holiday Inn Express uses the slogan “No excuses, guaranteed” as a money-back promise to guests. This is an example of a

• a. warranty on goods. c. warranty on service.• b. guarantee on goods and services. d. guarantee on service.

• Two characteristics of a good guarantee are that it should be

• a. conditional and understandable. c. unconditional and understandable.• b. conditional and easy to implement. d. unconditional and difficult to collect.

• Two characteristics of a good guarantee are that it should be

• a. conditional and understandable. c. unconditional and understandable.• b. conditional and easy to implement. d. unconditional and difficult to collect.

• L.L. Bean promises “100% satisfaction in every way” to those who buy its goods. Items can be returned

• for refund or credit. This is an example of a(n) • a. unconditional guarantee. c. unconditional warranty.• b. conditional guarantee. d. conditional warranty.

• L.L. Bean promises “100% satisfaction in every way” to those who buy its goods. Items can be returned

• for refund or credit. This is an example of a(n) • a. unconditional guarantee. c. unconditional warranty.• b. conditional guarantee. d. conditional warranty.

• Which of the following is a purpose of warranties and guarantees:

• a. To increase customer anxiety about purchases

• b. To protect the producer and the seller• c. To decrease feedback from customers• d. To avoid a customer-oriented focus for the

business

• Which of the following is a purpose of warranties and guarantees:

• a. To increase customer anxiety about purchases

• b. To protect the producer and the seller• c. To decrease feedback from customers• d. To avoid a customer-oriented focus for the

business

• One way in which customers benefit from warranties and guarantees is

• a. a business-oriented focus. c. increased profits.• b. feedback from businesses. d. reduced anxiety about purchases.

• One way in which customers benefit from warranties and guarantees is

• a. a business-oriented focus. c. increased profits.• b. feedback from businesses. d. reduced anxiety about purchases.

• Giving customers a list of locations at which they can obtain repair or replacement as part of a warranty or a guarantee provides the customer benefit of

• a. increased profits. c. legal recourse.• b. service information. d. reduced anxiety about purchases.

• Giving customers a list of locations at which they can obtain repair or replacement as part of a warranty or a guarantee provides the customer benefit of

• a. increased profits. c. legal recourse.• b. service information. d. reduced anxiety about purchases.

• One way in which a business can benefit from warranties and guarantees is

a. free repairs. c. feedback from customers.b. reduced business standards. d. the elimination of product liability.

• One way in which a business can benefit from warranties and guarantees is

a. free repairs. c. feedback from customers.b. reduced business standards. d. the elimination of product liability.

• Companies that build a reputation for carrying out the terms of their warranties and guarantees generally have higher sales and more repeat customers, which result in

• a. unclear standards for the business. c. a business-oriented focus.• b. decreased feedback from customers. d. increased profits.

• Companies that build a reputation for carrying out the terms of their warranties and guarantees generally have higher sales and more repeat customers, which result in

• a. unclear standards for the business. c. a business-oriented focus.• b. decreased feedback from customers. d. increased profits.

• The Federal Trade Commission has the authority to regulate warranties on any products that sell for more than

• a. $15. c. $1,000.• b. $25. d. $100.

• The Federal Trade Commission has the authority to regulate warranties on any products that sell for more than

• a. $15. c. $1,000.• b. $25. d. $100.

• The Magnuson-Moss Warranty Act of 1975 provides that warranties must be

• a. clearly expressed. c. written using complex language.• b. interpreted. d. developed by consumers.

• The Magnuson-Moss Warranty Act of 1975 provides that warranties must be

• a. clearly expressed. c. written using complex language.• b. interpreted. d. developed by consumers.

• True or False: Only express warranties hold up in court.

• a. True. Only written evidence can be submitted in court.

• b. True. Implied warranties cannot be verified.• c. False. Express warranties must be in writing.• d. False. Implied warranties are valid.

• True or False: Only express warranties hold up in court.

• a. True. Only written evidence can be submitted in court.

• b. True. Implied warranties cannot be verified.• c. False. Express warranties must be in writing.• d. False. Implied warranties are valid.

2.07 Branding

• Names, terms, symbols, or designs that identify products are called

• a. product brands. c. product lines.• b. trade names. d. generic terms.

• Names, terms, symbols, or designs that identify products are called

• a. product brands. c. product lines.• b. trade names. d. generic terms.

• Which of the following is an example of a trade name:

• a. Ford Mustang c. Ford• b. Diet Coke d. 501 Jeans

• Which of the following is an example of a trade name:

• a. Ford Mustang c. Ford• b. Diet Coke d. 501 Jeans

• The Keebler Elves, Ronald McDonald, and Mr. Peanut are examples of

• a. product brands. c. trade characters.• b. trade names. d. private brands.

• The Keebler Elves, Ronald McDonald, and Mr. Peanut are examples of

• a. product brands. c. trade characters.• b. trade names. d. private brands.

• Which of the following is an advantage of family branding:

a. New products are easier to introduce. c. Sellers need less shelf space.b. New products are not tied to company image. d. Unrelated products are recognizable.

• Which of the following is an advantage of family branding:

a. New products are easier to introduce. c. Sellers need less shelf space.b. New products are not tied to company image. d. Unrelated products are recognizable.

• A disadvantage of individual brands is that they may

• a. contaminate each other.• b. be associated with one-of-a-kind benefits.• c. prevent companies from reaching different

markets.• d. require more promotion.

• A disadvantage of individual brands is that they may

• a. contaminate each other.• b. be associated with one-of-a-kind benefits.• c. prevent companies from reaching different

markets.• d. require more promotion.

• Whenever possible, an effective brand name should always be

• a. short and memorable. c. related to other brands.• b. multiple syllables and flashy. d. unrelated to product features.

• Whenever possible, an effective brand name should always be

• a. short and memorable. c. related to other brands.• b. multiple syllables and flashy. d. unrelated to product features.

• Determine which of the following is a true statement:

• a. The more common the brand name, the better it is.

• b. A good brand name creates an appealing image.• c. Long brand names are more graphically pleasing.• d. Brand names belonging to other firms are

available free.

• a. The more common the brand name, the better it is.

• b. A good brand name creates an appealing image.• c. Long brand names are more graphically pleasing.• d. Brand names belonging to other firms are

available free.

• Why should a brand name be distinctive? • a. So that it gives the product a generic image• b. So that it can be used in multinational

marketing• c. So that it can easily be changed over time• d. So that it sets the product apart from other

products

• Why should a brand name be distinctive? • a. So that it gives the product a generic image• b. So that it can be used in multinational

marketing• c. So that it can easily be changed over time• d. So that it sets the product apart from

other products

• Can any brand name be selected and used by a business?

• a. Yes, a business can use any name it wants to use.• b. No, the name must be registered before it can be

used.• c. No, the name must be legally available for use.• d. Yes, brand names cannot be owned by a business.

• Can any brand name be selected and used by a business?

• a. Yes, a business can use any name it wants to use.• b. No, the name must be registered before it can be

used.• c. No, the name must be legally available for use.• d. Yes, brand names cannot be owned by a business.

• Which of the following is a primary reason that businesses use brands:

• a. To identify their products c. To increase materialism• b. To charge high prices d. To reduce expenses

• Which of the following is a primary reason that businesses use brands:

• a. To identify their products c. To increase materialism

• b. To charge high prices d. To reduce expenses

• Consumers develop feelings towards brands in terms of various levels of awareness and preference.

• This is referred to as brand • a. loyalty. c. promise.• b. insistence. d. identity.

• Consumers develop feelings towards brands in terms of various levels of awareness and preference.

• This is referred to as brand • a. loyalty. c. promise.• b. insistence. d. identity.

• Why do businesses want customers to demonstrate brand insistence for them?

• a. Their touch points pretty much take care of themselves.

• b. Businesses will not have to market themselves.• c. Research shows that customers will pick their brand in

a double-blind test 95% of the time.• d. Customers will bypass other brands because they are

brand loyal and will buy only the desired brand.

• Why do businesses want customers to demonstrate brand insistence for them?

• a. Their touch points pretty much take care of themselves.

• b. Businesses will not have to market themselves.• c. Research shows that customers will pick their brand in

a double-blind test 95% of the time.• d. Customers will bypass other brands because they are

brand loyal and will buy only the desired brand.

• Which of the following questions should be asked by a firm that is trying to decide whether to brand its products:

• a. How much total sales revenue will the product earn?• b. Can the product be easily identified by a brand?• c. Will Company B find out we are using its brand?• d. Can we sell this product without a trademark?

• Which of the following questions should be asked by a firm that is trying to decide whether to brand its products:

• a. How much total sales revenue will the product earn?• b. Can the product be easily identified by a brand?• c. Will Company B find out we are using its brand?• d. Can we sell this product without a trademark?

• Pharmaceuticals, packaged foods, and vitamins that are sold more inexpensively in plain packaging without brand names are

• a. undersold items. c. stealth brands.• b. generic items. d. private brands.

• Pharmaceuticals, packaged foods, and vitamins that are sold more inexpensively in plain packaging without brand names are

• a. undersold items. c. stealth brands.• b. generic items. d. private brands.

• a. The last step in the initial branding process is determining brand objectives.

• b. Brand ideas may come from many sources, including company employees and customers.

• c. Determining what URLs are available is necessary only when a product will be sold online.

• d. A trademark is a brand mark that has been made to seem lifelike.

• a. The last step in the initial branding process is determining brand objectives.

• b. Brand ideas may come from many sources, including company employees and customers.

• c. Determining what URLs are available is necessary only when a product will be sold online.

• d. A trademark is a brand mark that has been made to seem lifelike.

• Before selecting a brand name for a new product, marketers should determine the acceptability of brand possibilities among different cultures. As part of this process, marketers should:

• a. create URLs for the product in each of the countries where the product will be marketed.

• b. develop a different trade character for each of the countries where the product will be marketed.

• c. determine if the brand name would be culturally taboo where the product will be marketed.

• d. choose a different brand name for each country where the product will be marketed.

• Before selecting a brand name for a new product, marketers should determine the acceptability of brand possibilities among different cultures. As part of this process, marketers should:

• a. create URLs for the product in each of the countries where the product will be marketed.

• b. develop a different trade character for each of the countries where the product will be marketed.

• c. determine if the brand name would be culturally taboo where the product will be marketed.

• d. choose a different brand name for each country where the product will be marketed.

• The actions a business takes with a brand in order to accomplish its goals are referred to as

• a. multinational marketing. c. brand positioning.• b. market share. d. brand strategies.

• The actions a business takes with a brand in order to accomplish its goals are referred to as

• a. multinational marketing. c. brand positioning.• b. market share. d. brand strategies.

• Jeni’s Ice Creams recently added ice cream sandwiches to its highly successful ice cream brand. Such an addition to an existing brand is an example of

• a. brand positioning. c. brand licensing.• b. brand extension. d. co-branding.

• Jeni’s Ice Creams recently added ice cream sandwiches to its highly successful ice cream brand. Such an addition to an existing brand is an example of

• The non-profit organization Sesame Workshop, which produces the Sesame Street television series, often gives permission to manufacturers such as Fisher Price and Build-a-Bear Workshop to use numerous Sesame Street characters on their products for a fee. This arrangement between Sesame Workshop and these companies is known as

• Several restaurant companies, including Long John Silver’s and KFC, have successfully joined forces in the past few years to increase recognition, customer loyalty, and sales for all companies involved. Such arrangements between companies are examples of

2.08 Feature-benefit selling

• Feature-benefit selling should always occur • a. during the sales presentation. c. after the product demonstration.• b. before the sales dialogue. d. before the sales presentation.

• A car salesperson said, “This model has a driver’s side air bag.” The salesperson has identified a

• product • a. option. c. feature.• b. benefit. d. objection.

• A car salesperson said, “This model has a driver’s side air bag.” The salesperson has identified a

• product • a. option. c. feature.• b. benefit. d. objection.

• A new sports car has bright red paint. The bright paint is a feature rather than a benefit of the car

• because • a. cars can be painted any color. c. most people prefer red sports cars.• b. it provides satisfaction to the customer. d. it is a physical characteristic of the

• A new sports car has bright red paint. The bright paint is a feature rather than a benefit of the car

• because • a. cars can be painted any color. c. most people prefer red sports cars.• b. it provides satisfaction to the customer. d. it is a physical characteristic of the car.

• A salesperson who tells a customer that a particular product will be easy to keep clean has presented a

• a. customer benefit. c. service guarantee.• b. product demonstration. d. customer characteristic.

• A salesperson who tells a customer that a particular product will be easy to keep clean has presented a

• a. customer benefit. c. service guarantee.• b. product demonstration. d. customer characteristic.

• A salesperson said, “As you can see, the larger capacity of these washing machines will enable you to wash more clothes at one time.” The salesperson has identified what type of benefit for the product?

• a. Hidden c. Obvious• b. Unique d. Exclusive

• A salesperson said, “As you can see, the larger capacity of these washing machines will enable you to wash more clothes at one time.” The salesperson has identified what type of benefit for the product?

• a. Hidden c. Obvious• b. Unique d. Exclusive

• Your company’s product has an exclusive feature that is not offered by similar products on the market.

• For consumers, this product provides a(n) • a. unique benefit. c. absolute advantage.• b. comparable value. d. irresistible bargain.

• Your company’s product has an exclusive feature that is not offered by similar products on the market.

• For consumers, this product provides a(n) • a. unique benefit. c. absolute advantage.• b. comparable value. d. irresistible bargain.

• While explaining the price difference between two garden hoses, a salesperson said, “Although they look alike, this one is more durable. It is made of higher quality material which is guaranteed for 20 years.” The salesperson has identified a(n)

• a. hidden benefit. c. obvious benefit.• b. unique benefit. d. exclusive benefit.

• While explaining the price difference between two garden hoses, a salesperson said, “Although they look alike, this one is more durable. It is made of higher quality material which is guaranteed for 20 years.” The salesperson has identified a(n)

• a. hidden benefit. c. obvious benefit.• b. unique benefit. d. exclusive benefit.

• A customer interested in buying a stereo was told by the salesperson the stereo’s size, weight, number of transistors, and amount of wiring, but the customer left without buying. What did the salesperson do wrong?

• a. Spent too much time with the customer• b. Provided inaccurate product information• c. Provided too little product information• d. Sold product features instead of customer benefits

• A customer interested in buying a stereo was told by the salesperson the stereo’s size, weight, number of transistors, and amount of wiring, but the customer left without buying. What did the salesperson do wrong?

• a. Spent too much time with the customer• b. Provided inaccurate product information• c. Provided too little product information• d. Sold product features instead of customer benefits

• If a customer tells a salesperson that s/he can buy a similar product from another company for a much better price, that salesperson should respond by

• a. comparing the features of the two products.• b. pointing out the benefits of his/her company’s product.• c. pointing out the weaknesses of the other company’s

product.• d. agreeing that the customer should buy from the other

company.

• If a customer tells a salesperson that s/he can buy a similar product from another company for a much better price, that salesperson should respond by

• a. comparing the features of the two products.• b. pointing out the benefits of his/her company’s product.• c. pointing out the weaknesses of the other company’s

product.• d. agreeing that the customer should buy from the other

company.

• To explain a product’s quality to customers, a salesperson should stress the product’s

• a. uses. c. warranty.• b. style. d. construction.

• To explain a product’s quality to customers, a salesperson should stress the product’s

• a. uses. c. warranty.• b. style. d. construction.

• If a customer wants to be fashionable, the salesperson should emphasize features and benefits related to the product’s

• a. uses. c. appearance.• b. construction. d. durability.

• If a customer wants to be fashionable, the salesperson should emphasize features and benefits related to the product’s

• a. uses. c. appearance.• b. construction. d. durability.

• Your company, a dairy, delivers ice cream to its customers. Other dairies in the area do not offer this service. This is an example of a

• a. product’s use. c. business’s style.• b. unique feature. d. product’s durability.

• Your company, a dairy, delivers ice cream to its customers. Other dairies in the area do not offer this service. This is an example of a

• a. product’s use. c. business’s style.• b. unique feature. d. product’s durability.

• When a customer asks how long a product will last, s/he is interested in its

• a. uses. c. origin.• b. durability. d. features.

• When a customer asks how long a product will last, s/he is interested in its

• a. uses. c. origin.• b. durability. d. features.

• When a customer asks how long a product will last, the salesperson should explain features and benefits

• relating to its • a. popularity. c. service and warranty.• b. history. d. appearance and style.

• When a customer asks how long a product will last, the salesperson should explain features and benefits

• relating to its • a. popularity. c. service and warranty.• b. history. d. appearance and style.

• Which of the following must a salesperson know to translate features into benefits for customers:

a. How to prepare a sales check c. How to arrange special deliveryb. Where to get necessary information d. When to ask questions about intended use

• Which of the following must a salesperson know to translate features into benefits for customers:

a. How to prepare a sales check c. How to arrange special deliveryb. Where to get necessary information d. When to ask questions about intended use

• Salespeople often gain firsthand knowledge about the features and benefits of the products they sell from

a. school textbooks. c. television commercials.b. personal experience. d. competitors’ advertising.

• Salespeople often gain firsthand knowledge about the features and benefits of the products they sell from

a. school textbooks. c. television commercials.b. personal experience. d. competitors’ advertising.

• Which of the following could you get from customers that would be useful in selling:

• a. Catalogs c. Testimonials• b. Manuals d. Promotional materials

• Which of the following could you get from customers that would be useful in selling:

• a. Catalogs c. Testimonials• b. Manuals d. Promotional materials

• The best source of specific information on a product’s construction and materials is

a. customers. c. personal use.b. other salespeople. d. manufacturer’s publications.

• The best source of specific information on a product’s construction and materials is

a. customers. c. personal use.b. other salespeople. d. manufacturer’s publications.

• To prepare a feature-benefit chart, a salesperson must know

a. facts about customers. c. the name of the product’s distributor.b. the number of products in stock. d. facts about the product.

• To prepare a feature-benefit chart, a salesperson must know

a. facts about customers. c. the name of the product’s distributor.b. the number of products in stock. d. facts about the product.

• Salespeople use feature-benefit charts to help them

a. develop meaningful selling techniques. c. handle difficult customers.b. understand the selling process. d. determine types of customer personalities.

• Salespeople use feature-benefit charts to help them

a. develop meaningful selling techniques. c. handle difficult customers.b. understand the selling process. d. determine types of customer personalities.

2.11 Nature of Selling

• Jessica has spent a great deal of time practicing and perfecting her sales presentation. What aspect of selling does this illustrate?

• a. It should ensure customer satisfaction. • b. It is personalized communication.• c. It is planned communication. • d. It takes place to influence purchase decisions.

• Jessica has spent a great deal of time practicing and perfecting her sales presentation. What aspect of selling does this illustrate?

• a. It should ensure customer satisfaction. • b. It is personalized communication.• c. It is planned communication. • d. It takes place to influence purchase decisions.

• Michael is interacting with a customer over the phone. What aspect of selling does this illustrate?

• a. It should ensure customer satisfaction. • b. It is planned communication.• c. It is personalized communication. • d. It takes place to influence purchase decisions.

• Michael is interacting with a customer over the phone. What aspect of selling does this illustrate?

• a. It should ensure customer satisfaction. • b. It is planned communication.• c. It is personalized communication. • d. It takes place to influence purchase decisions.

• Ashley is a successful salesperson who has gained many repeat customers for her business. What aspect

• of selling does this illustrate? • a. It should ensure customer satisfaction. • c. It is personalized communication.• b. It is planned communication. • d. It takes place to influence purchase decisions.

• Ashley is a successful salesperson who has gained many repeat customers for her business. What aspect

• of selling does this illustrate? • a. It should ensure customer satisfaction. • c. It is personalized communication.• b. It is planned communication. • d. It takes place to influence purchase decisions.

• Which of the following is an example of a product’s being sold directly to the user for ultimate consumption:

• a. A person sells bouquets of roses on the side of the road.

• b. A perfume maker sells perfume to a boutique to sell to its customers.

• c. A grocer sells powdered sugar to a bakery for its doughnuts.

• d. A car dealership sells a van to a plumber for visiting customers’ homes.

• Which of the following is an example of a product’s being sold directly to the user for ultimate consumption:

• a. A person sells bouquets of roses on the side of the road.

• b. A perfume maker sells perfume to a boutique to sell to its customers.

• c. A grocer sells powdered sugar to a bakery for its doughnuts.

• d. A car dealership sells a van to a plumber for visiting customers’ homes.

• Which of the following is an example of a product’s being sold to an organization for resale:

• a. A retailer sells a coffee shop a small refrigerator.

• b. A farmer sells produce to a restaurant.• c. A potter sells pottery at a flea market.• d. A wholesaler sells candy to a concession

stand.

• Which of the following is an example of a product’s being sold to an organization for resale:

• a. A retailer sells a coffee shop a small refrigerator.

• b. A farmer sells produce to a restaurant.• c. A potter sells pottery at a flea market.• d. A wholesaler sells candy to a concession

stand.

• Which of the following is an example of a product’s being sold to an organization for use in producing

• other goods: • a. A retailer sells office furniture to an advertising firm.• b. A retailer sells a sewing machine to a professional

seamstress.• c. A teenager mows his neighbor’s lawn for $20.• d. A distributor sells hundreds of comics to a comic-

book store.

• Which of the following is an example of a product’s being sold to an organization for use in producing

• other goods: • a. A retailer sells office furniture to an advertising firm.• b. A retailer sells a sewing machine to a professional

seamstress.• c. A teenager mows his neighbor’s lawn for $20.• d. A distributor sells hundreds of comics to a comic-

book store.

• 7. Which of the following is a tangible product:

• a. Alterations to a shirt c. Dry cleaning• b. Personal-shopping service d. A shirt

• 7. Which of the following is a tangible product:

• a. Alterations to a shirt c. Dry cleaning• b. Personal-shopping service d. A shirt

• Which of the following is an intangible product:

• a. An allergy shot c. A yearly checkup• b. A box of tissues d. A stethoscope

• Which of the following is an intangible product:

• a. An allergy shot c. A yearly checkup• b. A box of tissues d. A stethoscope

• Which of the following is an example of a product’s being sold without the use of an intermediary:

• a. A tanning salon c. A car-rental agency• b. A construction-supply distributor d. A Mary Kay cosmetics party

• Which of the following is an example of a product’s being sold without the use of an intermediary:

• a. A tanning salon c. A car-rental agency• b. A construction-supply distributor d. A Mary Kay cosmetics party

• Two retail stores are striving to offer products for the lowest prices and best values in town. What role of selling in our economy does this illustrate?

• a. Promotes competition c. Adds utility• b. Affects employment d. Helps customers determine needs

• Two retail stores are striving to offer products for the lowest prices and best values in town. What role of selling in our economy does this illustrate?

• a. Promotes competition c. Adds utility• b. Affects employment d. Helps customers determine needs

• Of the following, which role of selling in our economy helps products to be “in the right place at the right

• time”: • a. Promotes competition c. Adds utility• b. Affects employment d. Helps customers determine needs

• Of the following, which role of selling in our economy helps products to be “in the right place at the right

• time”: • a. Promotes competition c. Adds utility• b. Affects employment d. Helps customers determine needs

• Chris doesn’t receive a lot of close supervision for his sales work, but he manages his time well and stays on task. Which characteristic of a successful salesperson does Chris display?

• a. Education and training c. Self-confidence• b. Self-motivation d. Product knowledge

• Chris doesn’t receive a lot of close supervision for his sales work, but he manages his time well and stays on task. Which characteristic of a successful salesperson does Chris display?

• a. Education and training c. Self-confidence• b. Self-motivation d. Product knowledge

• Brittany knows her products inside and out. She knows all their features and is able to explain them in terms of benefits for specific customers. Which characteristic of a successful salesperson does Brittany

• display? • a. Self-motivation c. Product knowledge• b. Self-confidence d. Ethics

• Brittany knows her products inside and out. She knows all their features and is able to explain them in terms of benefits for specific customers. Which characteristic of a successful salesperson does Brittany

• display? • a. Self-motivation c. Product knowledge• b. Self-confidence d. Ethics

• Matt takes the time to research his client before he makes a sales presentation. That way, he can tailor the presentation to the specific client. Which characteristic of a successful salesperson does Matt display?

• a. Customer knowledge c. Persistence and patience• b. Product knowledge d. Personal appearance

• Matt takes the time to research his client before he makes a sales presentation. That way, he can tailor the presentation to the specific client. Which characteristic of a successful salesperson does Matt display?

• a. Customer knowledge c. Persistence and patience• b. Product knowledge d. Personal appearance

• Amanda is always completely upfront and honest with her customers about product information. Which characteristic of a successful salesperson does Amanda display?

• a. Creativity c. Persistence and patience• b. Self-motivation d. Ethics

• Amanda is always completely upfront and honest with her customers about product information. Which characteristic of a successful salesperson does Amanda display?

• a. Creativity c. Persistence and patience• b. Self-motivation d. Ethics

• Josh has been told “no” about 10 times today by potential customers. He doesn’t get discouraged or give up, however. He’s determined to keep looking for ways to make sales. Which characteristic of a successful salesperson does Josh display?

• a. Product knowledge c. Ethics• b. Personal appearance d. Persistence and patience

• Josh has been told “no” about 10 times today by potential customers. He doesn’t get discouraged or give up, however. He’s determined to keep looking for ways to make sales. Which characteristic of a successful salesperson does Josh display?

• a. Product knowledge c. Ethics• b. Personal appearance d. Persistence and patience

• Samantha never uses “strong-arm tactics” or attempts to pressure her customers into making a purchase. Which characteristic of a successful salesperson does Samantha display?

• a. Education and training c. Creativity• b. Belief in selling as a service d. Personal

appearance

• Samantha never uses “strong-arm tactics” or attempts to pressure her customers into making a purchase. Which characteristic of a successful salesperson does Samantha display?

• a. Education and training c. Creativity• b. Belief in selling as a service d. Personal

appearance

• Dan makes sure that as he is interacting with customers, he is actively listening so that he can better respond to their questions and objections. Which characteristic of a successful salesperson does Dan display?

• a. Ethics c. Communication skills• b. Persistence and patience d. Education and training

• Dan makes sure that as he is interacting with customers, he is actively listening so that he can better respond to their questions and objections. Which characteristic of a successful salesperson does Dan display?

• a. Ethics c. Communication skills• b. Persistence and patience d. Education and training

• Stephanie recently rearranged an entire sales presentation for a specific customer. It took some imagination and inventiveness, but it helped her make the sale. Which characteristic of a successful salesperson

• does Stephanie display? • a. Creativity c. Personal appearance• b. Education and training d. Ethics

• Stephanie recently rearranged an entire sales presentation for a specific customer. It took some imagination and inventiveness, but it helped her make the sale. Which characteristic of a successful salesperson

• does Stephanie display? • a. Creativity c. Personal appearance• b. Education and training d. Ethics

• Dave has a sales job selling very expensive cars. Each day, he wears a nice suit and tie to work. Which characteristic of a successful salesperson does Dave display?

• a. Communication skills c. Personal appearance• b. Persistence and patience d. Education and training

• Dave has a sales job selling very expensive cars. Each day, he wears a nice suit and tie to work. Which characteristic of a successful salesperson does Dave display?

• a. Communication skills c. Personal appearance• b. Persistence and patience d. Education and training

2.00 practice question links 2.01 customer loyalty (slide 4) 2.02 customer service (slide 46) 2.03...

Documents

selfcenteredness slide

branding slide

customer service slide

customer loyalty slide

increased sales volume

repeat customers

body of customers

desirable business