CHAPTER 2.

SALES FORCE’S STRATEGIC ROLE

Q1. Advertising may be received by those who are not our target audience
A. True
B. False
Q2. Ads can attract customers, create an awareness in them, and may arouse a
desire to possess the product. But they generally fall short of the buyer's last step
- the actual buying.
A. False
B. True
Q3. A salesperson in personal selling tries to persuade a prospect so that the
prospect can take a decision to acquire the product/service that the salesperson is
talking about.
A. True
B. False
Q4. Considered along a continuance of interactions, which of the following
buyer-seller interactions appears on the lower range of a selling scale?
A. Transactional selling
B. Relationship selling
Q5. In......., customers have little interest in a long-term relationship with
salesperson
A. Transactional selling
B. Relationship selling
Q6. Personal selling presents a unique opportunity to the salespeople to tailor
their messages according to the individual needs of their buyers.
A. True
B. False
Q7. Personal selling effort has the least amount of wastage because personal
selling is focused directly on our target audience.
A. True
B. False
Q8. A supplier in business can be described as a person or an entity that buys
goods and services. This is the part of the selling process that provides the bulk
value of a particular product.
A. True
B. False
Q9. Relational selling is a marketing strategy that focuses on creating customer
loyalty and nurturing long-term customer engagement
A. True
B. False
Q10. Salesperson is responsible for developing and achieving results through
sales management
A. False
B. True
GROUP TEST CHAPTER 2
Q1. Technology competency includes:
1. Understanding the productivity potential of new technology
2. Implementing sales force automation (SFA)
3. Implementing customer relationship management (CRM)
A. True
B. False
Q2. How does relationship-oriented selling (R.S) differ from transaction-oriented
selling (T.S)?
A. R.S involves creating customer value by addressing important customer
problems & opportunities through a supplier-customer relationship
B. R.S requires a greater level of trust and commitment by both parties
C. Answer 1 only
D. Answer 1&2
Q3. This model emphasizes selling products in the short term. The value added
by the sales force is in communicating the benefits of the product or service to the
customer, helping customers make a purchase decision, and making the whole
process convenient and easy for the buyer. In many situations, especially when
the product or service is not of strategic significance to the buyers, this type of
selling model is appropriate. However, many buyers and sellers are finding that
this selling model does not work for all customers, particularly those that are
most important.
A. Transactional
B. Relationship
C. Strategic
D. Traditional
Q4. Historically, sales performance metrics were simple increase revenue over
the previous year. Sales managers typically rewarded and compensated
salespeople by evaluating sales volume over a certain period of time. Although
sales volume is still important, companies are discovering that not all sales are
equally profitable. Profitability often depends on the following:
A. The amount of time necessary to complete the sale/ The gross margins
associated with the sale /The level of price discounting/level of management of
personal selling
B. The amount of promotional support/ The amount of post-sale support/The
impact of future product sales/ level of management of personal selling
C. The gross margins associated with the sale /The level of price discounting/level
of management of personal selling/The amount of promotional support
D. The amount of time necessary to complete the sale /The gross margins
associated with the sale /The level of price discounting /The amount of
promotional support /The amount of post-sale support/The impact of future
product sales
Q5. To better understand how sales managers execute these responsibilities, we
should examine:
A. Sales management competencies
B. Sales Management process
C. Sales Strategy
D. Sales coaching
Q6. ........are defined as sets of knowledge, skills, behaviors, and attitudes that a
person needs to be effective in a wide range of industries and various types of
organizations.
A. Sales management competencies
B. Sales Management process
C. Sales strategy
D. Sales coaching
Q7. ..........refers to the selection and prioritizing of segments to which the
company will market
A. Target marketing
B. Market segmentation
C. Market strategy
D. Go-to-market strategy
Q8. Some of the fundamental questions that customers ask about brands are: (1)
Who are you? (brand identity); (2) What are you? (brand meaning); (3) What do
I think or feel about you? (brand responses); and (4) What kind of association
and how much of a connection would I like to have with you? (brand
relationships). In that situation, ..........occurs in the mind of customers and refers
to how the consumer perceives the product, brand, and company vis-à-vis
competitors.
A. Segmentation
B. Positioning
C. Target marketing
D. Mission
Q9. Strategic implementation decisions refer to a set of processes that
organizations will develop to create customer value and achieve a competitive
advantage. The fundamental decisions that most companies will have to make
with respect to these level 2 processes include: (1) How will customers be
accessed? (Go-to-Market Strategy); (2) How will new offerings be developed and
existing products be improved? (product development management [PDM]); (3)
How will physical products be created and delivered to the customer? (supply
chain management); and (4) How will customer relationships be enhanced and
leveraged? (customer relationship management [CRM])
A. True
B. False
Q10. A go-to-market strategy defines who will perform these activities and for
which customers.
A. True
B. False
 CHAPTER 3. SALES OPPORTUNITY MANAGEMENT
Q1. The sales force decision-making starts at level 1 taken by the top
management whereas levels 2 & 3 are taken at the mid-level and bottom levels.
A. True
B. False
Q2. The 'Business strategy' and 'marketing strategy' are taken at level 1 by the
top management. These level 1 decisions are under the control of the sales force
whereas the level 2 & 3 are NOT controlled by the actual sales force. The level 2
and 3 decisions will be taken by the sales force as per the needs of the level 1
decision.
A. True
B. False
Q3. Go-to-market strategy, Customer relationship management, supply chain
management, and product development management are taken at level 2
whereas account relationship strategy involving activities of the sales process,
sales structure, competencies, and leadership is taken at level 3.
A. True
B. False
Q4. Strategic planning is employed to make better use of company advantage
over the competition. and to create and sustain an
A. Methods
B. Finance
C. Staff
D. Resources
Q5. Business strategy involves defining and articulating an overall business
strategy developing specific business visions, and designing business mission for
achieving these goals.
A. True
B. False
Q6. Business Mission Statement should include information regarding:

1. The types of needs it wishes to serve.

2. The specific prospects to be fulfilled.

3. The activities and technologies by which it will fulfill these needs.

 A. Extremely true
B. Not true at all
Q7. Organization's goals are specific objectives (in terms of profits, sales revenue,
unit sales, market share, survival, and social responsibility) by which
performance can be........
A. Targeted
B. Called on
C. Measured
D. Developed
Q8. A strategy is the means an organization uses to achieve its objectives.
A. True
B. False
Q9. Marketing strategy is the set of integrated promotions and actions a business
undertakes to achieve its marketing objectives by addressing the value
requirements of its customers.
A. True
B. False
Q10. Strategic implementation decisions refer to a set of .........that organizations
will develop to create and achieve a
A. Processes/competitive advantage/customer value
B. Competitive advantage/ Processes /customer value
C. Processes / customer value / Competitive advantage
D. Competitive advantage/customer value /Processes
Q11. Supply chain management is the integration and organization of
information and logistics activities across firms in a supply chain for the purpose
of creating and delivering goods and services that provide value to customers.
A. True
B. False
Q12. Customer relationship management is a comprehensive set of processes and
technologies for managing relationships with potential and current customers
and business partners across marketing, sales, and service regardless of the
communications channel.
A. True
B. False
 CHAPTER 4. ACCOUNT RELATIONSHIP MANAGEMENT\
Q1. Buyer behaviour was influenced by the nature of the three different types of
buying situations. They distinguished between.....
A. A Modified buy, new buy and straight rebuy
B. A new task (new buy), a modified re-buy and a straight re-buy
C. New buy, straight buy and modified rebuy
D. New rebuy, straight rebuy and Modified rebuy
Q2. B2B buyers tend to engage in a specific process when making a purchase
decision. The first step is recognizing that a problem or need exists that can be
resolved by making a purchase.
A. True
B. False
Q3. A new buy occurs when a complex or expensive product is purchased for the
first time.
A. True
B. False
Q4. A modified re-buy is the purchase of a product or service that is currently
being bought, but for important reasons, the buyer is considering different
vendors or product changes.
A. True
B. False
Q5. Straight re-buy situation, the buying firm moves directly from need
recognition to ordering.
A. False
B. True
Q6. An in-supplier, or an approved vendor that has established a relationship
with the buyer, will often try to convert all of the buyer's purchases to a straight
re-buy situation. If the seller can successfully do so, it can strengthen the
relationship and conduct business with the purchaser for longer.
A. True
B. False
Q7. The term buying center refers to all of the people formally or informally
NOT involved in the purchasing decision
A. False
B. True
 Q8. The sales force must understand the ... and goals of a diverse group of
buyers.
A. Products
B. Recognition
C. Needs
D. Commission
Q9. In a complex selling situation involving buying influences, it has been
suggested that salespeople need to develop a special relationship with a buying
influence referred to as an ...
A. Buyers
B. Advocate
C. Seller
D. Users
Q10. A purchasing role refers to the set of issues or concerns that a member of
the buying center will consider when deciding whether to approve or recommend
either a purchase or a specific supplier. These concerns may be grouped into one
of the three purchasing roles:.......
A. economic buyers, Advocate
B. User buyers
C. Economic buyers and User buyers
D. Economic buyers, User buyers, Technical buying influence and Advocate
 CHAPTER 5. THE SALES PRESENTATION
Q1. The standardized model is most appropriate in situations where a product is
standardized or when the benefits are generally the same for all customers.
A. True
B. False
Q2. Need satisfaction model is oriented to discovering and meeting...
A. customer's Needs
B. customer's Value
C. customer's Budget
D. customer's Expectations
Q3. "To provide the customer with the confidence to invest is one of the
salesperson's goals of
A. needs-satisfaction selling model
B. Problem-Solution model
C. Decision model
D. Sales process model
E. Portfolio model
Q4. "Always walk away unless you know you can improve your customer's
business" is Standardized Presentation Thinking
A. True
B. False
Q5. The pre-interaction occurs when you collect your thoughts and organize
your interaction raty prior to meeting a customer face to face.
A. True
B. False
Q6. All salespeople should have at least some idea of how they will initially start
an interaction, what questions they will ask, and what benefits they plan to
present.
A. Rehearsal
B. Plan
C. Preparation
D. Team work
Q7. "Put yourself in clients positions" is the stage of
A. Pre-interaction phase
B. Interaction phase
C. Post-interaction phase
 D. Meeting with your clients
Q8. Refers to what takes place during a face-to-face encounter with a customer.
A. Pre-interaction phase
B. Interaction phase
C. Post-interaction phase
D. Meeting with your clients
Q9. Means of Reducing Relationship Anxiety
A. Property
B. Propriety
C. Competence
D. Commonality
E. A&C&D
F. B&C&D
Q10. Task motives are defined as reasons for buying.
A. True
B. False
Q11. Personal motives are respect, approval, power, and recognition
A. Strongly disagree
B. Disagree
C. Agree
D. Strongly agree
E. Neutral
Q12. Cross selling involves selling additional products and services to an account
A. True
B. False
Q13. Up-selling is closely related to cross-selling and refers to selling bigger
products or enhanced services to an account that typically results in higher
margins and greater dollar commitments.
A. True
B. False
Q14. "selling printers along with personal computers"
A. Cross-selling
B. Up-selling
Q15. "Manage the implementation" is one of the four pillars of sales support
A. Agree
B. Disagree
C. Strongly disagree
D. Neutral
E. Strongly agree
 CHAPTER 6. SALES FORCE STRUCTURE
Q1. Why Xerox reorganized its structure?
A. In 1985, sales force was reorganized into a single full-line sales force assigned
by customer segment and geography.
B. Due to market changes, it was being challenged by lower priced Japanese
firms, new electronic workplace technology made Xerox's flagship product (the
plain-paper copier) obsolete.
C. Because of the benefit of reorganization when increasing productivity.
Q2. There are…types of organizational structure.
A. 1
B. 2
C. 3
D. 4
Q3. Generalist structure is......
A. Product oriented structure
B. Customer oriented structure
C. Geographic structure
D. Functional structure
E. Market oriented structure
Q4. In the next five years, sales forces will be mostly organized around.
A. Product lines
B. Generalist
C. Customers
D. Functional
Q5. The disadvantages of product-based structure:
A. product line knowledge, limited customer knowledge
B. Deeper customer knowledge, control over customer emphasis
C. effectiveness in performing selling activities
D. low geographic efficiency, customer duplication, geographic duplication
Q6. Strategic account management is a marketing philosophy directed at a select
group of customers that account for a disproportionately large share of the
seller's total revenues.
A. True
B. False
Q7. Telemarketing refers to customer contacts using telecommunications
technology for personal selling with face-to-face contact.
 A. True
B. False
Q8. Companies provide customers with a number they can call if they have
questions.
A. Promotion support
B. Customer service
C. Account management
D. Prospect qualification
Q9. Interrelated line between Marketing and Sales is at
A. Customer awareness
B. Brand preference
C. Customer loyalty
D. Brand awareness
E. Purchase
Q10. How many main restructurings did Xerox experience?
A. 1
B. 2
C. 3
D. 4
Q11.

A. Product-specialized sales force

B. Customer specialized sales force
C. Functional specialization
 D. Generalist sales organization
Q12.

A. Product-specialized sales force

B. Customer specialized sales force
C. Functional specialization
D. Generalist sales organization
Q13. Effectiveness in performing selling activities is the advantage of
A. Product-specialized sales force
B. Customer specialized sales force
C. Functional specialization
D. Generalist sales organization
Q14. Low cost, No geographic overlap, No customer overlap
A. Product-specialized sales force
B. Generalist sales organization
C. Customer specialized sales force
D. Functional specialization