15 Free Test Bank for Selling Today Creating Customer Value 10th Edition by Manning 

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The promotion element of a marketing program can be subdivided into the areas of:

•  A) public relations, place, personal selling, and personnel.
•  B) product research, product design, product production, and product publicity
•  C) sales promotion, public relations, personal selling, and advertising.
•  D) market research, personnel, and product publicity.

Sharon Wiley is a sales representative employed by a leading producer of pharmaceuticals used in veterinary medicine. Recently she attended a university-sponsored seminar that focused on new research findings in selected areas of veterinary medicine.  Ms. Wiley is attempting to develop a:

•  A) relationship strategy.
•  B) customer strategy.
•  C) presentation strategy.
•  D) product strategy.

When a marketer decides to adopt partnering, emphasis will be placed on:

•  A) product development.
•  B) the customer.
•  C) selling strategies.
•  D) selling tactics.

The four broad strategic areas of the Strategic/Consultative Selling Model are:

•  A) relationship strategy, product strategy, customer strategy and presentation strategy.
•  B) relationship strategy, company strategy, customer strategy, and credit strategy.
•  C) relationship strategy, company strategy, product strategy, and service strategy.
•  D) relationship strategy, customer strategy, product strategy, and service strategy.

The ultimate goal of the ʺmarketing conceptʺ is:

•  A) product diversification.
•  B) brand loyalty.
•  C) rising profit margins.
•  D) customer satisfaction.

The development of a personal selling philosophy involves all of the following EXCEPT:

•  A) assuming the role of a problem-solver or partner in helping customers make complex buying decisions.
•  B) a full acceptance of the marketing concept.
•  C) developing an appreciation for the expanding role of personal selling in our competitive national and international markets.
•  D) a full appreciation of the tenets of the free enterprise system.

In a market characterized by vigorous competition, look-alike products and customer loyalty that depends on quality relationships, as well as quality products, the salesperson should fully utilize the:

•  A) customer strategy.
•  B) relationship strategy.
•  C) presentation strategy.
•  D) product strategy.

A major development that has helped the information economy is:

•  A) recognition that customers want more information.
•  B) major advances in information technology.
•  C) new demands for improved customer service.
•  D) the need for more strategic alliances.

Which of the following statements would NOT be an application of the marketing concept?

•  A) Letʹs examine our points of distribution to see if weʹre reaching the market effectively.
•  B) Letʹs do some research to see which colors the consumers prefer.
•  C) Letʹs show these product designs to some prospective buyers for their reactions.
•  D) Letʹs speed up production and get these products to customers faster by eliminating the field test.

The evolution of strategic selling can be traced to:

•  A) the growing demand for less expensive products.
•  B) the need for salespeople to master sales force automation practices.
•  C) several trends that resulted in a more complex selling environment.
•  D) new levels of competition.

Eric Villa obtained a license to sell real estate and then accepted a sales position with a local Century 21 agency.  To prepare for this new position, he purchased and read a research report entitled Buying Habits of Todayʹs Home Buyers.   Mr. Villa is attempting to develop a:

•  A) product strategy.
•  B) relationship strategy.
•  C) customer strategy.
•  D) presentation strategy.

When UPS was first established, founder Jim Casey described the firmʹs focus as follows:

•  A) To become a leader in international shipping.
•  B) To render perfect service to our stores and their customers.
•  C) To become the worldʹs most profitable company.
•  D) To become the worldʹs most efficient shipping company.

Which of the following statements accurately describes value-added selling?

•  A) Value-added selling surfaced during the evolution of strategic selling.
•  B) The value added by salespeople today is increasingly derived from tangibles.
•  C) The value added by salespeople today is increasingly derived from intangibles.
•  D) Value-added selling would not be an appropriate strategy in international markets.

All of the following are elements of the marketing mix except:

•  A) personnel.
•  B) place.
•  C) promotion.
•  D) product.