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SELL 2nd Canadian Edition By Raymound - Test Bank
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,Chapter 1 Overview of Personal SellingMULTICHOICE
1. The practice of professional selling has been changed by the advent of better educated
and more sophisticated buyers, better access to information, and intensified competition
due to globalization. How should sellers respond to this shift?
(A) Sellers must use a balanced push-pull approach that meets the buyer's needs.
(B) Sales professionals must adopt a value-based approach to help improve the customer's
bottom line.
(C) To be successful, sellers must be more focused on achieving their objectives.
(D) The practice of professional selling has not changed despite the many changes in the
marketing environment.
Answer : (B)
2. Which promotional tool of marketing relies heavily on interpersonal communication and
interaction between buyers and sellers?
(A) advertising
(B) sales promotion
(C) direct marketing
(D) personal selling
Answer : (D)
3. Which of the following promotional tools is used to add value for customers by helping
them to find ways to improve their bottom line?
(A) personal selling
(B) sales promotion
(C) direct marketing
(D) advertising
Answer : (A)
4. Kevin is a salesperson who relies heavily on building trust with customers. His style of
selling is?
,(A) reciprocity-based selling
(B) mental states selling
(C) trust-based relationship selling
(D) formula selling
Answer : (C)
5. What is the essential difference between personal selling and other promotional tools that
helps salespeople to create value?
(A) greater reach and frequency of contact in the mass market
(B) interpersonal communication with buyers
(C) more efficient use of marketing resources
(D) greater leverage of marketing communications
Answer : (B)
6. Lina's customers tell her that they are concerned about what they are receiving in
exchange for what they are paying. In other words, what are they concerned about?
(A) return on investment
(B) discounted cash flow
(C) customer value
(D) amortization rate
Answer : (C)
7. In terms of marketing resources spent, which promotional tools do business-to-business
marketers consider most important?
(A) public relations
(B) personal selling
(C) direct marketing
(D) advertising
Answer : (B)
, 8. What is the primary objective of transaction-focused selling?
(A) creating value through repeat business transactions
(B) building a relationship with the customer
(C) lowering the cost of goods sold to the customer
(D) maximizing sales in the short run
Answer : (D)
9. What is the primary difference between transaction-focused traditional selling and trust-
based relationship selling?
(A) Trust-based relationship selling takes a long-term approach to adding value for
customers.
(B) Transaction-focused traditional selling puts more emphasis on follow-up programs.
(C) Trust-based relationship selling takes a short-term approach to adding value for
customers.
(D) Communication in transaction-focused traditional selling tends to be two-way and
collaborative.
Answer : (A)
10. What are the desired outcomes in trust-based relationship selling?
(A) number of closed sales
(B) high sales per call efficiency ratios
(C) trust, mutual benefits, and enhanced profits
(D) high gross profits per sales order
Answer : (C)
11. Jennifer follows the trust-based relationship selling strategy when dealing with her
customers. Which of the following best describes her role in how her customers make
buying decisions?
(A) She is largely isolated from the customer's buying decision process.
(B) She is actively involved in the customer's buying decision process.
(C) She acts as a resource person only when needed.
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