Classroom
Response
System
Content
to accompany
Anderson/Dubinsky/Mehta
Personal Selling, 2nd ed.
CHAPTER 9
Instructor Notes
All content comes from ACE quizzes and the test bank.
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Chapter 9 | Slide 2
Question 1
That buyers and sellers negotiate in an arms-length,
opportunistic manner that best advances their own
interests is represented by
a) relationship selling
b) strategic partnerships
c) cross-sectional selling
d) transactional selling
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Chapter 9 | Slide 3
Question 1
That buyers and sellers negotiate in an arms-length,
opportunistic manner that best advances their own
interests is represented by
a) relationship selling
b) strategic partnerships
c) cross-sectional selling
d) transactional selling *Correct Answer
Copyright © Houghton Mifflin Company. All rights reserved.
Chapter 9 | Slide 4
Question 2
Viewed along a continuum of interactions, which of the
following buyer-seller interactions appears on the high
end of the spectrum?
a) Transactional selling
b) Relationship selling
c) Systematic selling
d) Strategic partnerships
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Chapter 9 | Slide 5
Question 2
Viewed along a continuum of interactions, which of the
following buyer-seller interactions appears on the high
end of the spectrum?
a) Transactional selling
b) Relationship selling
c) Systematic selling
d) Strategic partnerships *Correct Answer
Copyright © Houghton Mifflin Company. All rights reserved.
Chapter 9 | Slide 6
Question 3
Achieving both customer satisfaction and customer
loyalty by providing value-added customer service and
sales support activities is the focus of
a) Transactional selling
b) Strategic Partnerships
c) Bilateral selling
d) Relationship selling
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Chapter 9 | Slide 7
Question 3
Achieving both customer satisfaction and customer
loyalty by providing value-added customer service and
sales support activities is the focus of
a) Transactional selling
b) Strategic Partnerships
c) Bilateral selling
d) Relationship selling *Correct Answer
Copyright © Houghton Mifflin Company. All rights reserved.
Chapter 9 | Slide 8
Question 4
_______ manifest(s) extremely high levels of collaboration
(cooperation), equality, shared visions, benefits and goals,
and very high levels of trust.
a) Strategic partnerships
b) Transactional selling
c) Relationship selling
d) Implosive selling
Copyright © Houghton Mifflin Company. All rights reserved.
Chapter 9 | Slide 9
Question 4
_______ manifest(s) extremely high levels of collaboration
(cooperation), equality, shared visions, benefits and goals,
and very high levels of trust.
a) Strategic partnerships *Correct Answer
b) Transactional selling
c) Relationship selling
d) Implosive selling
Copyright © Houghton Mifflin Company. All rights reserved.
Chapter 9 | Slide 10
Question 5
The performance of value-added activities designed to
enhance and facilitate the sale and fully satisfying use of
a product before, during, and after the sale refers to
a) Customer satisfaction
b) Customer retention
c) Customer loyalty
d) Customer service
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Chapter 9 | Slide 11
Question 5
The performance of value-added activities designed to
enhance and facilitate the sale and fully satisfying use of
a product before, during, and after the sale refers to
a) Customer satisfaction
b) Customer retention
c) Customer loyalty
d) Customer service *Correct Answer
Copyright © Houghton Mifflin Company. All rights reserved.
Chapter 9 | Slide 12
Question 6
_______ is typically defined as the result of an evaluative
process that contrasts prepurchase expectations with
perceptions of performance during and after the
consumption experience.
a) Customer satisfaction
b) Customer loyalty
c) Customer service
d) Customer retention
Copyright © Houghton Mifflin Company. All rights reserved.
Chapter 9 | Slide 13
Question 6
_______ is typically defined as the result of an evaluative
process that contrasts prepurchase expectations with
perceptions of performance during and after the
consumption experience.
a) Customer satisfaction *Correct Answer
b) Customer loyalty
c) Customer service
d) Customer retention
Copyright © Houghton Mifflin Company. All rights reserved.
Chapter 9 | Slide 14
Question 7
Which of the following is not among the five dimensions of
service quality?
a) Customer service
b) Assurance
c) Tangibility
d) Empathy
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Chapter 9 | Slide 15
Question 7
Which of the following is not among the five dimensions of
service quality?
a) Customer service *Correct Answer
b) Assurance
c) Tangibility
d) Empathy
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Chapter 9 | Slide 16
Question 8
In handling customer complaints, salespeople should do
all the following except
a) do not offer excuses for service problems or
criticize their company’s service personnel.
b) avoid any problem solutions that will make sales
unprofitable.
c) thank customers for voicing their complaints.
d) welcome complaints as opportunities to improve
relationships with customers.
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Chapter 9 | Slide 17
Question 8
In handling customer complaints, salespeople should do
all the following except
a) do not offer excuses for service problems or
criticize their company’s service personnel.
b) avoid any problem solutions that will make sales
unprofitable. *Correct Answer
c) thank customers for voicing their complaints.
d) welcome complaints as opportunities to improve
relationships with customers.
Copyright © Houghton Mifflin Company. All rights reserved.
Chapter 9 | Slide 18
Question 9
The old definition of marketing reflected customer
perspectives and emphasizes relationships, whereas the
new definition shifts more toward seller perspectives and
transactional approaches.
a) T
b) F
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Chapter 9 | Slide 19
Question 9
The old definition of marketing reflected customer
perspectives and emphasizes relationships, whereas the
new definition shifts more toward seller perspectives and
transactional approaches.
a) T
b) F *Correct Answer
Copyright © Houghton Mifflin Company. All rights reserved.
Chapter 9 | Slide 20
Question 10
Tangibility is the willingness to provide prompt service and
help customers.
a) T
b) F
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Chapter 9 | Slide 21
Question 10
Tangibility is the willingness to provide prompt service and
help customers.
a) T
b) F *Correct Answer
Copyright © Houghton Mifflin Company. All rights reserved.
Chapter 9 | Slide 22