选择复习资料 1 2.docx

选择复习资料 1 2.docx

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选择复习资料12

1.WhichofthefollowingisNOTtrueconcerningthesuccessfulprofessionalsalespersonoftodayandthefuture:

a.

Islikelyabetterlistenerthantalker.

b.

Isorientedtowarddevelopinglong-termrelationshipswithcustomers.

c.

Hastheskillsandpatiencetoendurelengthy,complexsalesprocesses.

d.

Tendstoprovidepressuretoconvincecustomerswhatisbestforthem.

e.

Strivestodeliverrelevantpresentationsbasedonuniquecustomerneeds.

ANS:

DREF:

pg19

2.Accordingtothetext,whensalespeoplealtertheirsalesmessagesandbehaviorsduringasalespresentationorastheyencounterdifferentsalessituationstheyareusing

a.

value-basedselling.

b.

responseselling.

c.

interactiveselling.

d.

adaptiveselling.

e.

situationalselling.

ANS:

DREF:

pg.25

3.Salespeoplewhoarecustomeroriented,honest,dependable,competent,andlikableareinagoodpositiontoestablish

a.

rapport

b.

trust.

c.

commitment.

d.

customerfeedback.

e.

sourcecredibility.

ANS:

BREF:

pg.31

4.Whichofthefollowingisnotakeydecisionareaofcorporatestrategy?

a.

Corporatemission

b.

Strategicbusinessunitdefinition

c.

Targetmarketselection

d.

Strategicbusinessunitobjectives

e.

Corporategrowthorientation

ANS:

CREF:

pg.50

5.Porter'sclassificationschemeforbusinessunitstrategiesisreferredtoas

a.

targetmarketing.

b.

genericbusinessstrategies.

c.

differentiationstrategies.

d.

universalproductstrategies.

e.

product/marketevaluation.

ANS:

BREF:

pg.53

6.Whichofthefollowingstatementsregardingthemarketingcommunicationsmixisfalse?

a.

Themarketingcommunicationsmixshouldbeconsistentwiththeotherelementsofthemarketingmix.

b.

Aneffectivemarketingcommunicationsmixmustcapitalizeontheadvantagesofeachmarketingcommunicationstool.

c.

Inconsumermarketingsituations,thepreferredmarketingcommunicationstoolispersonalselling.

d.

Thebenefitsofpersonalsellingmayoutweighthecostsincertaintypesofproduct/marketsituations.

e.

Firmsinthedirectsellingindustry,suchasAvonandMaryKay,useanatypicalmarketingcommunicationsstrategy.

ANS:

CREF:

pg.57

7.Whichofthefollowingstatementsregardingsalesorganizationstructureisfalse?

a.

Thesalesorganizationstructurehelpssalespeopleandsalesmanagersperformrequiredactivitiesinaneffectiveandefficientmanner.

b.

Salesorganizationstructuresarethevehiclethroughwhichstrategicplansaretranslatedintosellingoperationsinthemarketplace.

c.

Strategicchangesalmostalwaysnecessitateadjustmentsinsalesorganizationstructure.

d.

Salesorganizationstructurescanbeextremelycomplexwithmanyboxesandarrows.

e.

Developingasalesorganizationstructureistypicallymoredifficultthanimplementingachangeinsalesorganizationstructure.

ANS:

EREF:

pg.80

8.Whenthefirmhasasimpleproductofferingbutcustomershavedifferentneedsa____salesforceisrecommended.

a.

marketspecialized

b.

productspecialized

c.

geographicallyspecialized

d.

product-marketspecialized

e.

functionallyspecialized

ANS:

AREF:

pg.85

9.Researchindicatesthattheeffectivenessofthemajoraccountsalesforcedependsuponallofthefollowingexcept

a.

theespritdecorpsofthoseservingthemajoraccount.

b.

accesstosalesandmarketingresources

c.

thenumberofactivitiesperformedwiththemajoraccount.

d.

topmanagementinvolvement.

e.

formalizationofthemajoraccountsalesforceapproach.

ANS:

EREF:

pg91

10.Whichofthefollowingisnotoneofthechangesexpectedtoimpactsalesforcestoday?

a.

Salesforceswillcontainmoreelderlysalespeople.

b.

Salesmanagerswillfacechallengesassociatedwithstaffinganinternationalsalesforce.

c.

Salesmanagerswillbeinvolvedwithrecruitingandselectingforteamselling.

d.

Salesforceswillbereducedascompaniescontinuetosearchforwaystocutcosts.

e.

Salesforceswillcontainahigherproportionofwomen.

ANS:

DREF:

pg.129

11.Whichofthefollowingisnotageneralobjectiveofrecruitmentandselection?

a.

Determiningpresentandfutureneedsintermsofnumbersandtypesofsalespeople.

b.

Reducingthenumberofunderqualifiedoroverqualifiedcandidates.

c.

Determiningtheaccountstowhichsalespeoplewillbeassigned.

d.

Evaluatingtheeffectivenessofrecruitingsourcesandevaluationtechniques.

e.

Increasingthenumberofqualifiedapplicantsataspecifiedcost.

ANS:

CREF:

pg.134

12.Themostoftenencounteredformofintensiveinterviewingisthe

a.

multiple,sequentialmethod.

b.

groupinterviewofasinglejobcandidate.

c.

groupinterviewofseveraljobcandidates.

d.

stressinterview.

e.

assessmentcenter.

ANS:

AREF:

pg.142

13.Initiationtotaskisthedegree

a.

towhichthesalespersonhasmanagedtoprioritizetasksinawaythatwillensuresuccess.

b.

ofpersonalsatisfactionthatthesalestraineefeelsinhisorherjob.

c.

towhichasalestraineefeelscompetentandacceptedasaworkingpartner.

d.

oftrainingthatthesalestraineehasreceived.

e.

ofthesalestrainee'sunderstandingofhowtimeshouldbeallocatedamongtasks.

ANS:

CREF:

pg.160

14.Commonmistakesmadebysalespeoplewhoneedtrainingonsalestechniquesincludeallofthefollowingexcept

a.

ineffectivelisteningandquestioning.

b.

failuretobuildrapportandtrust.

c.

notspendingenoughtimewitholdcustomers.

d.

lackofsalesstrategiesfordifferentaccounts.

e.

failuretoeffectivelyconfirmthesale.

ANS:

CREF:

pg165

15.Ingeneral,companiesrelymostheavilyon____toconductsalestraining.

a.

outsidetrainingconsultants

b.

specializedschools

c.

mass-producedvideotapes

d.

theirownpersonnel

e.

industryassociationconferences

ANS:

DREF:

pg.171

16.Whichofthefollowingstatementsregardingsalesleadershipisfalse?

a.

Typicalseniorsalesleadershiptitlesarechiefsalesexecutive,nationalsalesmanagerorregionalsalesmanager.

b.

Seniorsalesleadershipinfluencestheentiresalesorganizationoralargesubunit.

c.

Salesleadershipistheday-to-daycontrolofthesalesforceunderroutineoperatingconditions.

d.

Salesleadershipinvolvesactivitiesthatinfluenceotherstoachievecommongoalsforthecollectivegoodofthesalesorganizationandthecompany.

e.

Forfieldsalesmanagers,leadershipinvolvesinfluencingassignedsalespeoplebycreatingaclimatethatinspiressalespeople.

ANS:

CREF:

pg.188

17.Truesalespeople,thosewhoearnedalivingfromselling,didnotexistinanysizeablenumberuntil

a.

theIndustrialRevolutionintheUnitedStates.

b.

afterWorldWarI.

c.

theIndustrialRevolutioninEngland.

d.

theUnitedStatesdeclaredtheirindependencefromEngland.

e.

peddlersbegansellingdoor-to-doorduringthelatterphaseoftheMiddleAges.

ANS:

CREF:

pg.20

18.Whichofthefollowingisnotatypicalskillrequiredfortrust-basedrelationshipselling?

a.

financialplanning

b.

informationgathering

c.

listeningandquestioning

d.

strategicproblemsolving

e.

teambuildingandteamwork

ANS:

AREF:

pg.26

19.Whichofthefollowingisnotpartofthesalesprocessmodeloutlinedinthetext?

a.

Sellingstrategy

b.

Sellingsituation

c.

Initiatingcustomerrelationships

d.

Developingcustomerrelationships

e.

Enhancingcustomerrelationships

ANS:

BREF:

pg.31

20.Whichofthefollowingisoneofthestepsincorporatestrategydevelopment?

a.

Developingamarketingmixtoserveatargetmarket.

b.

Thedevelopmentofanaccountmanagementstrategy.

c.

DevelopingacorporatestrategyforeachoftheSBUs.

d.

Determiningtheamounttospendonthepersonalsellingfunction.

e.

Analyzingcorporateperformanceandidentifyingfutureopportunitiesandthreats.

ANS:

EREF:

pg.50

21.Whichofthefollowingisfalsewithregardstocustomerrelationshipmanagement（CRM）?

a.

EffectiveimplementationofaCRMstrategyrequiresanappropriatebusinessphilosophy.

b.

CRMrequiresacustomer-centricbusinessphilosophy.

c.

CRMapplicationscanenableeffectivecustomerrelationshipmanagement.

d.

EffectiveimplementationofaCRMstrategyrequiresintegratedcross-functionalbusinessprocesses.

e.

CRMisabusinessstrategytoselectandmanageallcustomerrelationships.

ANS:

EREF:

pg53

22Whichofthefollowingmarketingmixsituationswouldnotindicatethatanemphasisinpersonalsellingwouldbeappropriate?

a.

Thechannelsystemisrelativelyshortanddirecttotheendusers.

b.

Thefinalpriceisnegotiatedbetweenthebuyerandseller.

c.

Theproductiscomplexandrequirescustomerapplicationassistance.

d.

Theproductneedstobe"pulled"throughthechannelofdistribution.

e.

Thesellingpriceorquantitypurchasedallowsanadequatemargintosupportthesellingexpenses.

ANS:

DREF:

pg.58

23.Inthesimplesttypeofsalesorganizationstructure,thefollowingsituationwouldexist:

a.

Eachsalespersonisresponsibleforsellingoneparticularproduct.

b.

Eachsalesmanagerisresponsibleforonlyafewkeyaccounts.

c.

Onesalesmanagerconcentratesontrainingactivitiesandanotherconcentratesonplanningactivities.

d.

Eachsalespersonisresponsibleforsellingallthecompany'sproductstoalltypesofaccounts.

e.

Eachsalespersoncallsononlycertaindesignatedcustomers.

ANS:

DREF:

pg.80

24.Theappropriatetypeofsalesforcespecializationdependsonallofthefollowingexcept

a.

thesimilarityofcustomerneeds.

b.

theprofessionalismofthesalesforce.

c.

whethertheeconomyisgrowingornot.

d.

thecomplexityofproductsofferedby