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Exam 2: Relationship Marketing: Where Personal Selling Fits

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Question 21

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What is the key to an organization's success?

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Companies cannot survive today by simply...

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Question 22

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Before the Great Depression of the 1930s, companies were primarily focused on:

A) production.
B) bartering.
C) customer service.
D) relationship marketing.
E) social responsibility.

F) B) and E)
G) A) and D)

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Question 23

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A "product" is a bundle of tangible attributes, while intangible attributes are called a "service."

Which type of selling would most likely be used when a firm sells low-priced products to customers who are geographically dispersed?

One of the fundamental beliefs of the marketing concept is that all company planning and operations should be customer oriented.

The development of package design, trademarks, warranties, and service policies is associated with the _____ element of the marketing mix.

Today, the typical sales call focuses on a specific product and is tightly controlled by the salesperson.

List the three fundamental beliefs that underlie the marketing concept as a business philosophy.

In transaction selling, the seller contacts customers after the purchase to determine if they are satisfied and have future needs.

In the role of team leader, the consultative salesperson:

When Stuart sold a computer network to a Fortune 500 company, he often called on the company's purchasing department to see if employees were satisfied with the network and to see if the company had any need for an upgrade or additional software. This is an example of:

List the four basic objectives of marketers.

Firms typically spend more money on advertising and promotion than on the sales force.

In the role of business consultant, the consultative salesperson:

Margaret is unhappy about her experience with All-Brand Appliance Store. When she purchased a new refrigerator on Monday, she explained that her old one had stopped functioning and that speedy delivery of the new one was vital because she was trying to keep her food fresh in an ice chest. It is late Thursday afternoon and her refrigerator has not yet arrived. Margaret is unhappy with All-Brand's:

The promotional element of the marketing mix is designed to increase company sales by communicating product information to potential customers.

The roles of a salesperson centers around what customers want from him/her. Explain the roles of a consultative salesperson.

In Rome, the small retailers that sold Coke products were an important part of the _____ element of the marketing mix.

Customers tend to become less price-sensitive when they become accustomed to dealing with a salesperson.

_____ purchase products and then sell the products to organizations and/or individuals.