2.00 Practice Question Links
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2.01 Customer Loyalty (Slide 4)
2.02 Customer Service (slide 46)
2.03 Handling Difficult Customers (slide 87)
2.06 Grades and Standards (slide 128)
2.06 Warranties (slide 169)
2.07 Branding (slide 210)
2.08 Feature-benefit selling (slide 251)
2.11 Nature of Selling (slide 292)
MKTG 2.00
2.01 – 2.05
www.textbookwizards.com/selling.ppt
2.06 – 2.11
www.textbookwizards.com/branding.ppt
2.00 practice questions
www.textbookwizards.com/mktg2.00.ppt
1.00 Notes and Practice Questions
www.textbookwizards.com/4ps.ppt
www.textbookwizards.com/1.00.ppt
2.01 Customer Loyalty
• One way that a business builds a clientele is by
establishing desirable business
• a. slogans. c. budgets.
• b. policies. d. objectives.
• One way that a business builds a clientele is by
establishing desirable business
• a. slogans. c. budgets.
• b. policies. d. objectives.
• Which of the following is a personality trait
that would help a salesperson to build a
clientele:
• a. Sincerity c. Superiority
• b. Artfulness d. Self-centeredness
• Which of the following is a personality trait
that would help a salesperson to build a
clientele:
• a. Sincerity c. Superiority
• b. Artfulness d. Self-centeredness
• The body of customers upon which a business
can rely for significant repeat business is
called its
• a. suppliers. c. clientele.
• b. employees. d. competitors.
• The body of customers upon which a business
can rely for significant repeat business is
called its
• a. suppliers. c. clientele.
• b. employees. d. competitors.
• Which of the following is a benefit to the
business of building a clientele:
a. Personal satisfaction c. Increased knowledge
b. Increased selling costs d. Increased sales volume
• Which of the following is a benefit to the business
of building a clientele:
a. Personal satisfaction c. Increased knowledge
b. Increased selling costs d. Increased sales volume
• Which of the following will probably happen if a
business fails to build a clientele:
• a. Salespeople will wisely invest their time in
working with customers who plan to switch
• to competitors.
• b. Positive word-of-mouth advertising will
increase.
• c. The business’s success will be ensured.
• d. Customer turnover will be high, leading to
increased costs of replacing customers.
• Which of the following will probably happen if a
business fails to build a clientele:
• a. Salespeople will wisely invest their time in
working with customers who plan to switch
• to competitors.
• b. Positive word-of-mouth advertising will
increase.
• c. The business’s success will be ensured.
• d. Customer turnover will be high, leading to
increased costs of replacing customers.
• One simple way for salespeople to express
appreciation to customers is by
a. sending thank-you notes to customers. c. asking customers for referrals.
b. buying expensive gifts for customers. d. letting customers handle problems.
• One simple way for salespeople to express
appreciation to customers is by
a. sending thank-you notes to customers. c. asking customers for referrals.
b. buying expensive gifts for customers. d. letting customers handle problems.
• The primary reason that customers do not
become repeat customers is
a. lack of assortment/selection. c. poor location.
b. high prices. d. lack of courtesy from salespeople.
• The primary reason that customers do not become
repeat customers is
a. lack of assortment/selection. c. poor location.
b. high prices. d. lack of courtesy from salespeople.
• Locating potential clients is referred to as
• a. a service attitude. c. prospecting.
• b. follow-up. d. a sales presentation.
• Locating potential clients is referred to as
• a. a service attitude. c. prospecting.
• b. follow-up. d. a sales presentation.
• A sales presentation should be based
on
a. the fact that the client needs the product. c. the ability to locate new clients.
b. appropriate use of follow-up techniques. d. clearly written users’ manuals.
• A sales presentation should be based
on
a. the fact that the client needs the product. c. the ability to locate new clients.
b. appropriate use of follow-up techniques. d. clearly written users’ manuals.
• A selling activity that helps salespeople to
build a clientele is
• a. comparison shopping. c. commission.
• b. substitute selling. d. follow-up.
• A selling activity that helps salespeople to
build a clientele is
• a. comparison shopping. c. commission.
• b. substitute selling. d. follow-up.
• Which group of employees is most
instrumental in building customer goodwill:
• a. Managers c. Stockkeepers
• b. Directors d. Salespersons
• Which group of employees is most
instrumental in building customer goodwill:
• a. Managers c. Stockkeepers
• b. Directors d. Salespersons
• A business that has built a loyal clientele is at
an advantage because its
• a. vendors offer better discounts.
• b. selling costs are usually reduced.
• c. customers will always be loyal to the
business.
• d. salespeople have more time to take care of
stock.
• A business that has built a loyal clientele is at
an advantage because its
• a. vendors offer better discounts.
• b. selling costs are usually reduced.
• c. customers will always be loyal to the
business.
• d. salespeople have more time to take care of
stock.
• You successfully sell the company’s new
product line to Ms. Jones, and she offers to
put you in touch
• with other businesses that might be interested
in your product. What type of benefit of
building a clientele
• is this?
• a. Referral c. Loyalty
• b. Word-of-mouth advertising d. Repeat sales
• You successfully sell the company’s new
product line to Ms. Jones, and she offers to
put you in touch
• with other businesses that might be interested
in your product. What type of benefit of
building a clientele
• is this?
• a. Referral c. Loyalty
• b. Word-of-mouth advertising d. Repeat sales
• A business’s well-established body of
customers usually has an important impact on
the business’s
• a. financial success. c. increased costs.
• b. vendor relations. d. recruitment process.
• A business’s well-established body of
customers usually has an important impact on
the business’s
• a. financial success. c. increased costs.
• b. vendor relations. d. recruitment process.
• When other salespeople and industry trade
groups assist a company in locating new
clients, the company
• is using
• a. personal sources. c. company leads.
• b. unethical practices. d. external sources.
• When other salespeople and industry trade
groups assist a company in locating new
clients, the company
• is using
• a. personal sources. c. company leads.
• b. unethical practices. d. external sources.
• Benefits to the sales staff from building a
clientele include
• a. reduced costs and personal satisfaction.
• b. increased sales volume and expenses.
• c. repeat sales and increased earnings.
• d. increased knowledge and word-of-mouth
advertising.
• Benefits to the sales staff from building a
clientele include
• a. reduced costs and personal satisfaction.
• b. increased sales volume and expenses.
• c. repeat sales and increased earnings.
• d. increased knowledge and word-of-mouth
advertising.
• Which of the following is an example of a
business policy that might help to build a loyal
clientele:
• a. Prepare sales presentations c. Provide quality maintenance
• b. Complete adequate follow-up d. Locate potential leads
• Which of the following is an example of a
business policy that might help to build a loyal
clientele:
• a. Prepare sales presentations c. Provide quality maintenance
• b. Complete adequate follow-up d. Locate potential leads
• Businesses hope that individuals who are
favorably impressed with the business will tell
others about it
• so that the business will receive __________
advertising.
• a. sponsored c. specialty
• b. word-of-mouth d. point-of-purchase
• Businesses hope that individuals who are
favorably impressed with the business will tell
others about it
• so that the business will receive __________
advertising.
• a. sponsored c. specialty
• b. word-of-mouth d. point-of-purchase
• Salespeople often obtain good sales leads
from
• a. the company. c. professors.
• b. competitors. d. the industry.
• Salespeople often obtain good sales leads
from
• a. the company. c. professors.
• b. competitors. d. the industry.
• The most important attitude for salespeople
to possess is usually a(n) __________ attitude.
• a. interesting c. passive
• b. service d. unique
• The most important attitude for salespeople
to possess is usually a(n) __________ attitude.
• a. interesting c. passive
• b. service d. unique
2.00 Practice Question Links
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2.01 Customer Loyalty (Slide 4)
2.02 Customer Service (slide 46)
2.03 Handling Difficult Customers (slide 87)
2.06 Grades and Standards (slide 128)
2.06 Warranties (slide 169)
2.07 Branding (slide 210)
2.08 Feature-benefit selling (slide 251)
2.11 Nature of Selling (slide 292)
2.02 Customer Service in Selling
• When is a salesperson’s job done?
• a. After the sales presentation c. When the item can no longer be returned
• b. After the deal has closed d. When the customer is satisfied
• When is a salesperson’s job done?
• a. After the sales presentation c. When the item can no longer be returned
• b. After the deal has closed d. When the customer is satisfied
• Which of the following words best describes
the role of customer service in selling:
• a. Presentation c. Function
• b. Relationship d. Department
• Which of the following words best describes
the role of customer service in selling:
• a. Presentation c. Function
• b. Relationship d. Department
• Which of the following is an example of the
type of customer service a salesperson should
provide:
• a. Tracking order status c. Bookkeeping
• b. Providing store security d. Offering valet parking
• Which of the following is an example of the
type of customer service a salesperson should
provide:
• a. Tracking order status c. Bookkeeping
• b. Providing store security d. Offering valet parking
• Because product quality and price can easily
be matched, customer service becomes a key
component in
• business
• a. careers. c. competition.
• b. communications. d. forecasts.
• Because product quality and price can easily
be matched, customer service becomes a key
component in
• business
• a. careers. c. competition.
• b. communications. d. forecasts.
• Which of the following is not a factor in
customers’ service expectations:
• a. Past experience c. Needs of others
• b. Word-of-mouth information d. Advertising
• Which of the following is not a factor in
customers’ service expectations:
• a. Past experience c. Needs of others
• b. Word-of-mouth information d. Advertising
• If a customer expects something because
his/her friend received it, the customer’s
expectation is influenced
• by
• a. past experience. c. personal needs.
• b. word-of-mouth information. d. advertising.
• If a customer expects something because
his/her friend received it, the customer’s
expectation is influenced
• by
• a. past experience. c. personal needs.
• b. word-of-mouth information. d. advertising.
• Quality customer service builds profits
through existing customers by generating
• a. repeat business. c. discounts.
• b. compliments. d. product demonstrations.
• Quality customer service builds profits
through existing customers by generating
• a. repeat business. c. discounts.
• b. compliments. d. product demonstrations.
• Dan’s customer is purchasing a new printer, so
he mentions the need to pick up an ink cartridge
at the
• same time. This is an example of
• a. efficient shipping and delivery. c. providing ample product information.
• b. suggestion selling. d. making only promises that can be kept.
• Dan’s customer is purchasing a new printer, so
he mentions the need to pick up an ink cartridge
at the
• same time. This is an example of
• a. efficient shipping and delivery. c. providing ample product information.
• b. suggestion selling. d. making only promises that can be kept.
• Sandra’s customer is trying to decide between
three different makes of automobiles. Sandra
gives her the
• owner’s manual for each, so she can browse
through them and learn more. This is an example
of
• a. overseeing installation. c. providing ample product information.
• b. suggestion selling. d. making only promises that can be kept.
• Sandra’s customer is trying to decide between
three different makes of automobiles. Sandra
gives her the
• owner’s manual for each, so she can browse
through them and learn more. This is an example
of
• a. overseeing installation. c. providing ample product information.
• b. suggestion selling. d. making only promises that can be kept.
• Which of the following is a pre-sale
opportunity for salespeople to provide
customer service:
• a. Shipping and delivery c. Technical assistance and support
• b. Maintenance and repair d. Providing ample product information
• Which of the following is a pre-sale
opportunity for salespeople to provide
customer service:
• a. Shipping and delivery c. Technical assistance and support
• b. Maintenance and repair d. Providing ample product information
• Roy is taking a class on how to use the new
software he just purchased for his business.
The class is offered
• by the store where he purchased the
software. What aspect of customer service
does this situation
• illustrate?
• a. Customer training c. Order processing
• b. Credit/Financing d. Installation
• Roy is taking a class on how to use the new
software he just purchased for his business.
The class is offered
• by the store where he purchased the
software. What aspect of customer service
does this situation
• illustrate?
• a. Customer training c. Order processing
• b. Credit/Financing d. Installation
• Jenna’s customer doesn’t have the money to pay
upfront for his purchase, so he’d like to pay in
installments.
• Jenna says she will arrange it for him. What
aspect of customer service does this situation
illustrate?
• a. Credit/Financing c. Warranty issues
• b. Shipping and delivery d. Maintenance and
repair
• Jenna’s customer doesn’t have the money to pay
upfront for his purchase, so he’d like to pay in
installments.
• Jenna says she will arrange it for him. What
aspect of customer service does this situation
illustrate?
• a. Credit/Financing c. Warranty issues
• b. Shipping and delivery d. Maintenance and
repair
• Jameson ordered a new dishwasher, and it
arrived damaged. He immediately called the
salesperson who
• sold him the product and was reassured that a
new dishwasher would be sent right away. What
aspect of
• customer service does this situation illustrate?
• a. Shipping and delivery c. Technical assistance and support
• b. Customer training d. Credit/Financing
• Jameson ordered a new dishwasher, and it
arrived damaged. He immediately called the
salesperson who
• sold him the product and was reassured that a
new dishwasher would be sent right away. What
aspect of
• customer service does this situation illustrate?
• a. Shipping and delivery c. Technical assistance and support
• b. Customer training d. Credit/Financing
• Stephanie knows she’ll be protected if her new cell
phone breaks, but she just can’t understand
what’s
• covered and what’s not. Her salesperson helps her
go through the information to make sure she
doesn’t
• have any questions. What aspect of customer
service does this situation illustrate?
• a. Shipping and delivery c. Warranty issues
• b. Installation d. Order processing
• Stephanie knows she’ll be protected if her new cell
phone breaks, but she just can’t understand
what’s
• covered and what’s not. Her salesperson helps her
go through the information to make sure she
doesn’t
• have any questions. What aspect of customer
service does this situation illustrate?
• a. Shipping and delivery c. Warranty issues
• b. Installation d. Order processing
• Bill’s Internet service isn’t working, and it’s the
middle of the night. He knows he can call the
toll-free
• help-line, though, because it’s open 24 hours
a day. What aspect of customer service does
this situation
• illustrate?
• a. Shipping and delivery c. Customer training
• b. Credit/Financing d. Technical assistance and support
• Bill’s Internet service isn’t working, and it’s the
middle of the night. He knows he can call the
toll-free
• help-line, though, because it’s open 24 hours
a day. What aspect of customer service does
this situation
• illustrate?
• a. Shipping and delivery c. Customer training
• b. Credit/Financing d. Technical assistance and support
• Anna recently purchased a car, and she is
taking it back to the dealership for its first
routine oil change,
• free of charge. What aspect of customer
service does this situation illustrate?
• a. Shipping and delivery c. Order processing
• b. Maintenance and repair d. Installation
• Anna recently purchased a car, and she is
taking it back to the dealership for its first
routine oil change,
• free of charge. What aspect of customer
service does this situation illustrate?
• a. Shipping and delivery c. Order processing
• b. Maintenance and repair d. Installation
• Businesses cannot know if customers are
satisfied unless they
• a. provide customer training. c. provide lengthy surveys.
• b. solicit feedback. d. respond to complaints promptly.
• Businesses cannot know if customers are
satisfied unless they
• a. provide customer training. c. provide lengthy surveys.
• b. solicit feedback. d. respond to complaints promptly.
• To maintain relationships with customers, it’s
important for salespeople to
• a. offer free installation. c. send them online comment cards.
• b. personally perform product repairs. d. keep in touch with them.
• To maintain relationships with customers, it’s
important for salespeople to
• a. offer free installation. c. send them online comment cards.
• b. personally perform product repairs. d. keep in touch with them.
• Customer complaints and concerns should be
• a. a second priority behind closing the sale. c. addressed as quickly as possible.
• b. taken seriously only if it’s a large order. d. passed on to the manager.
• Customer complaints and concerns should be
• a. a second priority behind closing the sale. c. addressed as quickly as possible.
• b. taken seriously only if it’s a large order. d. passed on to the manager.
• Which of the following is a key to customer
service:
• a. Offering interest-free loans c. Offering free training classes
• b. Visiting customers personally d. Having a good attitude
• Which of the following is a key to customer
service:
• a. Offering interest-free loans c. Offering free training classes
• b. Visiting customers personally d. Having a good attitude
2.00 Practice Question Links
•
•
•
•
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•
•
•
2.01 Customer Loyalty (Slide 4)
2.02 Customer Service (slide 46)
2.03 Handling Difficult Customers (slide 87)
2.06 Grades and Standards (slide 128)
2.06 Warranties (slide 169)
2.07 Branding (slide 210)
2.08 Feature-benefit selling (slide 251)
2.11 Nature of Selling (slide 292)
2.03 Handling Difficult Customers
• How does solving difficult-customer situations
benefit your company?
•
•
•
•
a. It will generate repeat business.
b. The difficult customers won’t bother you again.
c. You will get a promotion.
d. All the employees will get promotions.
• How does solving difficult-customer situations
benefit your company?
•
•
•
•
a. It will generate repeat business.
b. The difficult customers won’t bother you again.
c. You will get a promotion.
d. All the employees will get promotions.
• How does solving difficult-customer situations
benefit you personally?
•
•
•
•
a. You will encounter difficult customers less frequently.
b. Your customers will be happier.
c. You gain valuable communication skills.
d. Your boss will automatically give you a raise.
• How does solving difficult-customer situations
benefit you personally?
•
•
•
•
a. You will encounter difficult customers less frequently.
b. Your customers will be happier.
c. You gain valuable communication skills.
d. Your boss will automatically give you a raise.
• Eva works at a hotel registration desk. When a
customer was checking in tonight, Eva
reminded him that checkout time would be
11:00 a.m. “No, it’s not!” he exclaimed. “It’s
always at 11:30!” Eva’s customer is
• a. suspicious. c. impatient.
• b. leave-me-alone. d. argumentative.
• Eva works at a hotel registration desk. When a
customer was checking in tonight, Eva
reminded him that checkout time would be
11:00 a.m. “No, it’s not!” he exclaimed. “It’s
always at 11:30!” Eva’s customer is
• a. suspicious. c. impatient.
• b. leave-me-alone. d. argumentative.
• Rich works the cash register at a retail store.
The store is unusually busy today, and Rich’s
line has grown long. A woman at the back of
the line remarks loudly, “This is absolutely
ridiculous!” Rich’s customer is
• a. domineering/superior. c. argumentative.
• b. impatient. d. leave-me-alone.
• Rich works the cash register at a retail store.
The store is unusually busy today, and Rich’s
line has grown long. A woman at the back of
the line remarks loudly, “This is absolutely
ridiculous!” Rich’s customer is
• a. domineering/superior. c. argumentative.
• b. impatient. d. leave-me-alone.
• Stacey works at a fancy gift shop. Many of the
items in the shop are expensive collectibles,
and Stacey is very knowledgeable about them.
Today, a man comes in looking for a gift for his
wife. Stacey offers to help, but he just grunts
at her and turns his back. Stacey’s customer is
• a. impatient. c. leave-me-alone.
• b. insulting. d. argumentative.
• Stacey works at a fancy gift shop. Many of the
items in the shop are expensive collectibles,
and Stacey is very knowledgeable about them.
Today, a man comes in looking for a gift for his
wife. Stacey offers to help, but he just grunts
at her and turns his back. Stacey’s customer is
• a. impatient. c. leave-me-alone.
• b. insulting. d. argumentative.
• Jonathan works in his small town’s only video
store. He is on a first-name basis with most of
the customers who come in. Cheryl is a
difficult customer. Sometimes she’s really
friendly, and other times she snaps at
Jonathan. She is a(n) __________ customer.
• a. irritable/moody c. slow/methodical
• b. suspicious d. dishonest
• Jonathan works in his small town’s only video
store. He is on a first-name basis with most of
the customers who come in. Cheryl is a
difficult customer. Sometimes she’s really
friendly, and other times she snaps at
Jonathan. She is a(n) __________ customer.
• a. irritable/moody c. slow/methodical
• b. suspicious d. dishonest
• Darcie is a lifeguard at the local beach.
Sometimes, she has to blow her whistle to
signal to swimmers that they have gone out
too far. Today, one of the risky swimmers runs
up to her and shouts, “I wasn’t out too far!
You must be blind!” This is an example of a(n)
__________ customer.
• a. insulting c. impatient
• b. suspicious d. slow/methodical
• Darcie is a lifeguard at the local beach.
Sometimes, she has to blow her whistle to
signal to swimmers that they have gone out
too far. Today, one of the risky swimmers runs
up to her and shouts, “I wasn’t out too far!
You must be blind!” This is an example of a(n)
__________ customer.
• a. insulting c. impatient
• b. suspicious d. slow/methodical
• Ellen works at a golf course. During the summer, she
drives a golf cart around the course, selling cold drinks
and snacks to the golfers. It’s a beautiful day, and the
course is especially crowded. Ellen offers one golfer a
cold drink, and she replies, “Well, I guess I’ll have time,
since the play is so slow. It’s not very fun to have to
wait so long between holes. Who is running this
course? You always set your tee times way
• too close together!” Ellen’s customer is
• a. suspicious. c. complaining.
• b. argumentative. d. leave-me-alone.
• Ellen works at a golf course. During the summer, she
drives a golf cart around the course, selling cold drinks
and snacks to the golfers. It’s a beautiful day, and the
course is especially crowded. Ellen offers one golfer a
cold drink, and she replies, “Well, I guess I’ll have time,
since the play is so slow. It’s not very fun to have to
wait so long between holes. Who is running this
course? You always set your tee times way
• too close together!” Ellen’s customer is
• a. suspicious. c. complaining.
• b. argumentative. d. leave-me-alone.
• Carrie has a summer job cleaning and maintaining
backyard pools. Her boss thinks she does a great job.
Today, she has a new client. For a while, he was
watching her from the porch, and then he came out
and stood just a few feet away from her. “Don’t do it
that way,” he instructed. “You’re using too much
chlorine. Should I just measure it out for you?” Carrie’s
customer is
• a. slow/methodical. c. suspicious.
• b. domineering/superior. d. irritable/moody.
• Carrie has a summer job cleaning and maintaining
backyard pools. Her boss thinks she does a great job.
Today, she has a new client. For a while, he was
watching her from the porch, and then he came out
and stood just a few feet away from her. “Don’t do it
that way,” he instructed. “You’re using too much
chlorine. Should I just measure it out for you?” Carrie’s
customer is
• a. slow/methodical. c. suspicious.
• b. domineering/superior. d. irritable/moody.
• Mitch works at the layaway counter in a retail
store. The store’s layaway policy is clearly posted
on a sign over the counter, but sometimes
customers just don’t “get it.” Today, a woman asked
about 15 questions to make sure she understood
the policy correctly. She was a __________
customer.
• a. dishonest c. complaining
• b. domineering/superior d. suspicious
• Mitch works at the layaway counter in a retail
store. The store’s layaway policy is clearly posted
on a sign over the counter, but sometimes
customers just don’t “get it.” Today, a woman asked
about 15 questions to make sure she understood
the policy correctly. She was a __________
customer.
• a. dishonest c. complaining
• b. domineering/superior d. suspicious
• Jill works behind the counter at a fast-food
restaurant. The restaurant prides itself on great food
and quick service. Right now, a man is staring up at
the menu trying to decide what he wants to order,
and a line is quickly forming behind him. Jill asks,
“May I take your order?” but he remains silent. This
customer is
• a. complaining. c. dishonest.
• b. suspicious. d. slow/methodical.
• Jill works behind the counter at a fast-food
restaurant. The restaurant prides itself on great food
and quick service. Right now, a man is staring up at
the menu trying to decide what he wants to order,
and a line is quickly forming behind him. Jill asks,
“May I take your order?” but he remains silent. This
customer is
• a. complaining. c. dishonest.
• b. suspicious. d. slow/methodical.
• Randy works at a batting cage. Today, a customer came
to him to complain that the machine did not give as
many pitches as she paid for and to demand a refund.
Randy checked out the machine and didn’t find
anything wrong with it. He had a feeling that the
customer was just trying to practice for free but didn’t
have
• any proof. Randy’s customer is
• a. domineering/superior. c. impatient.
• b. dishonest. d. leave-me-alone.
• Randy works at a batting cage. Today, a customer came
to him to complain that the machine did not give as
many pitches as she paid for and to demand a refund.
Randy checked out the machine and didn’t find
anything wrong with it. He had a feeling that the
customer was just trying to practice for free but didn’t
have
• any proof. Randy’s customer is
• a. domineering/superior. c. impatient.
• b. dishonest. d. leave-me-alone.
• Which of the following is the best way to
handle argumentative customers:
• a. Ask simple, polite questions with options.
• b. Never press for sales or decisions.
• c. Explain and demonstrate good service as many times
as you need to.
• d. Mirror their behavior.
• Which of the following is the best way to
handle argumentative customers:
• a. Ask simple, polite questions with options.
• b. Never press for sales or decisions.
• c. Explain and demonstrate good service as many times
as you need to.
• d. Mirror their behavior.
• Which of the following is the best way to
handle dishonest customers:
• a. Explain and demonstrate good service as
many times as you need to.
• b. Never press for sales or decisions.
• c. Don’t jump to quick conclusions.
• d. Mirror their behavior.
• Which of the following is the best way to
handle dishonest customers:
• a. Explain and demonstrate good service as
many times as you need to.
• b. Never press for sales or decisions.
• c. Don’t jump to quick conclusions.
• d. Mirror their behavior.
• Which of the following is the best way to
handle impatient customers:
• a. Explain and demonstrate good service as
many times as you need to.
• b. Agree first on common points.
• c. Never press for sales or decisions.
• d. Serve them nonemotionally.
• Which of the following is the best way to
handle impatient customers:
• a. Explain and demonstrate good service as
many times as you need to.
• b. Agree first on common points.
• c. Never press for sales or decisions.
• d. Serve them nonemotionally.
• Which of the following is the best way to handle
slow/methodical customers:
• a. Don’t jump to quick conclusions. c. Serve them nonemotionally.
• b. Let them have their say. d. Help them along by not overwhelming them.
• Which of the following is the best way to handle
slow/methodical customers:
• a. Don’t jump to quick conclusions. c. Serve them nonemotionally.
• b. Let them have their say. d. Help them along by not overwhelming them.
• Which of the following is the best way to handle
leave-me-alone customers:
•
•
a. Agree first on common points. c. Don’t jump to quick conclusions.
b. Ask simple, polite questions with options. d. Never press for sales or decisions.
• Which of the following is the best way to handle
leave-me-alone customers:
•
•
a. Agree first on common points. c. Don’t jump to quick conclusions.
b. Ask simple, polite questions with options. d. Never press for sales or decisions.
• Which of the following is the best way to
handle suspicious customers:
• a. Ask simple, polite questions with options.
• b. Serve them nonemotionally.
• c. Help them along by not overwhelming
them.
• d. Explain and demonstrate good service as
many times as you need to.
• Which of the following is the best way to
handle suspicious customers:
• a. Ask simple, polite questions with options.
• b. Serve them nonemotionally.
• c. Help them along by not overwhelming
them.
• d. Explain and demonstrate good service as
many times as you need to.
• Which of the following is the best way to
handle irritable/moody customers:
• a. Let them have their say.
• b. Be consistent in your positive behavior.
• c. Explain and demonstrate good service as
many times as you need to.
• d. Ask simple, polite questions with options.
• Which of the following is the best way to
handle irritable/moody customers:
• a. Let them have their say.
• b. Be consistent in your positive behavior.
• c. Explain and demonstrate good service as
many times as you need to.
• d. Ask simple, polite questions with options.
• Which of the following is the best way to
handle domineering/superior customers:
• a. Never press for sales or decisions.
• b. Don’t jump to quick conclusions.
• c. Let them have their say.
• d. Explain and demonstrate good service as
many times as you need to.
• Which of the following is the best way to
handle domineering/superior customers:
• a. Never press for sales or decisions.
• b. Don’t jump to quick conclusions.
• c. Let them have their say.
• d. Explain and demonstrate good service as
many times as you need to.
2.00 Practice Question Links
•
•
•
•
•
•
•
•
2.01 Customer Loyalty (Slide 4)
2.02 Customer Service (slide 46)
2.03 Handling Difficult Customers (slide 87)
2.06 Grades and Standards (slide 128)
2.06 Warranties (slide 169)
2.07 Branding (slide 210)
2.08 Feature-benefit selling (slide 251)
2.11 Nature of Selling (slide 292)
2.06 Grades and Standards
• What does the following statement illustrate:
The product should be four inches long and
weigh 14
• ounces.
• a. Grades c. Warranties
• b. Standards d. Testimonials
• What does the following statement illustrate:
The product should be four inches long and
weigh 14
• ounces.
• a. Grades c. Warranties
• b. Standards d. Testimonials
• An octane rating of 87 is an example of
• a. grades. c. standards.
• b. guarantees. d. warranties.
• An octane rating of 87 is an example of
• a. grades. c. standards.
• b. guarantees. d. warranties.
• Light bulbs are made to fit sockets across the
U.S. This is an example of which of the
following ways that
• standards are used:
• a. To establish uniform, consistent products
• b. To indicate where the product will be sold
• c. To indicate how much the product will cost
• d. To provide consumers with product
information
• Light bulbs are made to fit sockets across the
U.S. This is an example of which of the
following ways that
• standards are used:
• a. To establish uniform, consistent products
• b. To indicate where the product will be sold
• c. To indicate how much the product will cost
• d. To provide consumers with product
information
• Which of the following is a way that grades
and standards can be used:
• a. To develop product brands
• b. To identify employee benefits
• c. To determine how products can be used
• d. To indicate which media will be used for
promotion
• Which of the following is a way that grades
and standards can be used:
• a. To develop product brands
• b. To identify employee benefits
• c. To determine how products can be used
• d. To indicate which media will be used for
promotion
• How does the use of grades and standards
affect the buying and selling process?
• a. It enables businesses to set high prices.
• b. It provides product information on unsafe
products.
• c. It enables customers to buy without having
to inspect each product.
• d. It enables salespeople to suggest products
without having to determine customer needs.
• How does the use of grades and standards
affect the buying and selling process?
• a. It enables businesses to set high prices.
• b. It provides product information on unsafe
products.
• c. It enables customers to buy without having
to inspect each product.
• d. It enables salespeople to suggest products
without having to determine customer needs.
• How can salespeople use grades and standards?
• a. To set prices c. To meet customer needs
• b. To advertise products d. To develop the product mix
• How can salespeople use grades and standards?
• a. To set prices c. To meet customer needs
• b. To advertise products d. To develop the product mix
• The importance of grades and standards
increases as international trade
• a. decreases. c. fluctuates.
• b. increases. d. remains unchanged.
• The importance of grades and standards
increases as international trade
• a. decreases. c. fluctuates.
• b. increases. d. remains unchanged.
• Any business that transports goods across state
lines must comply with standards set by
• a. individual businesses. c. professional organizations.
• b. government agencies. d. trade associations.
• Any business that transports goods across state
lines must comply with standards set by
• a. individual businesses. c. professional organizations.
• b. government agencies. d. trade associations.
• Which of the following is usually responsible for
grading goods:
• a. Government agencies c. Consumer groups
• b. Research organizations d. Sales representatives
• Which of the following is usually responsible for
grading goods:
• a. Government agencies c. Consumer groups
• b. Research organizations d. Sales representatives
• Why do many professional organizations develop
standards for their members to follow?
• a. To create influence c. To promote group activities
• b. To promote product safety d. To establish control
• Why do many professional organizations develop
standards for their members to follow?
• a. To create influence c. To promote group activities
• b. To promote product safety d. To establish control
• Which of the following is a source that
businesses use to develop standards:
• a. Lawyers c. Accountants
• b. Suppliers d. Advertisers
• Which of the following is a source that
businesses use to develop standards:
• a. Lawyers c. Accountants
• b. Suppliers d. Advertisers
• A business specifies that employees must
contact a certain number of customers each
week. This is an
• example of __________ standards.
• a. time c. quality
• b. cost d. quantity
• A business specifies that employees must
contact a certain number of customers each
week. This is an
• example of __________ standards.
• a. time c. quality
• b. cost d. quantity
• Why do businesses want to meet quality
standards?
• a. To reduce costs
• b. To determine how much work must be
done
• c. To decrease profit
• d. To examine how long it takes to get a job
done
• Why do businesses want to meet quality
standards?
• a. To reduce costs
• b. To determine how much work must be
done
• c. To decrease profit
• d. To examine how long it takes to get a job
done
• Which of the following is most likely to result if
workers fail to meet time standards:
• a. Reduced costs c. Reduced number of products available
• b. Increased promotion d. Increased quality of products provided
• Which of the following is most likely to result if
workers fail to meet time standards:
• a. Reduced costs c. Reduced number of products available
• b. Increased promotion d. Increased quality of products provided
• Employees who waste materials have a
negative effect on a business’s __________
standards.
• a. work c. cost
• b. time d. sales
• Employees who waste materials have a
negative effect on a business’s __________
standards.
• a. work c. cost
• b. time d. sales
• The amount of work to be done is specified by
__________ standards.
• a. time c. quality
• b. quantity d. cost
• The amount of work to be done is specified by
__________ standards.
• a. time c. quality
• b. quantity d. cost
• When products are graded by nongovernment
agencies, the grading is
• a. occasional. c. periodic.
• b. mandatory. d. voluntary.
• When products are graded by nongovernment
agencies, the grading is
• a. occasional. c. periodic.
• b. mandatory. d. voluntary.
• How food products can be used generally is
determined by their
• a. grades. c. labels.
• b. traits. d. brands.
• How food products can be used generally is
determined by their
• a. grades. c. labels.
• b. traits. d. brands.
• What government agency is usually responsible
for rating food products?
• a. U.S. Department of Commerce c. Society of Automotive Engineers
• b. U.S. Department of Agriculture d. Food and Drug Administration
• What government agency is usually responsible
for rating food products?
• a. U.S. Department of Commerce c. Society of Automotive Engineers
• b. U.S. Department of Agriculture d. Food and Drug Administration
• Which of the following is an example of a
dairy product that is graded:
• a. Cheese c. Milk
• b. Butter d. Cream
• Which of the following is an example of a
dairy product that is graded:
• a. Cheese c. Milk
• b. Butter d. Cream
2.00 Practice Question Links
•
•
•
•
•
•
•
•
2.01 Customer Loyalty (Slide 4)
2.02 Customer Service (slide 46)
2.03 Handling Difficult Customers (slide 87)
2.06 Grades and Standards (slide 128)
2.06 Warranties (slide 169)
2.07 Branding (slide 210)
2.08 Feature-benefit selling (slide 251)
2.11 Nature of Selling (slide 292)
2.06 Warranties
• A promise made by the seller to the customer
that the seller will repair or replace a product
that does not perform as expected is defined
as a
• a. market. c. guarantee.
• b. warranty. d. strategy.
• A promise made by the seller to the customer
that the seller will repair or replace a product
that does not perform as expected is defined
as a
• a. market. c. guarantee.
• b. warranty. d. strategy.
• A customer buys an mp3 player and receives a
printed warranty card stating the actions the
company will take if the mp3 player does not
work properly. This is an example of a(n)
__________ warranty.
• a. express c. implied
• b. full d. limited
• A customer buys an mp3 player and receives a
printed warranty card stating the actions the
company will take if the mp3 player does not
work properly. This is an example of a(n)
__________ warranty.
• a. express c. implied
• b. full d. limited
Is an express warranty an oral promise given by
the salesperson?
• a. No. An express warranty is a promise expressed
in a specific statement concerning the quality of
• the product and must be in written form.
• b. Yes. An express warranty is an oral promise given
by a salesperson, but its extent is limited.
• c. Yes. Whether the promise is limited or full, the
seller must fulfill the promise to the customer.
• d. No. An express warranty must be expressed
verbally, and it also must be in written form.
Is an express warranty an oral promise given by
the salesperson?
• a. No. An express warranty is a promise expressed
in a specific statement concerning the quality of
• the product and must be in written form.
• b. Yes. An express warranty is an oral promise given
by a salesperson, but its extent is limited.
• c. Yes. Whether the promise is limited or full, the
seller must fulfill the promise to the customer.
• d. No. An express warranty must be expressed
verbally, and it also must be in written form.
• When customers buy televisions, they expect
them to transmit pictures. This is an example
of a(n)
• __________ warranty.
• a. full c. express
• b. implied d. limited
• When customers buy televisions, they expect
them to transmit pictures. This is an example
of a(n)
• __________ warranty.
• a. full c. express
• b. implied d. limited
• A warranty that covers the entire product is
known as a(n) ___________ warranty.
• a. express c. full
• b. limited d. implied
• A warranty that covers the entire product is
known as a(n) ___________ warranty.
• a. express c. full
• b. limited d. implied
• Sam’s new car came with a warranty that
ended after 12,000 miles or one year. The
warranty covered
• major parts. This is an example of a(n)
__________ warranty.
• a. full c. illegal
• b. implied d. limited
• Sam’s new car came with a warranty that
ended after 12,000 miles or one year. The
warranty covered
• major parts. This is an example of a(n)
__________ warranty.
• a. full c. illegal
• b. implied d. limited
• A promise made by the seller to the customer
that the seller will refund the customer’s
purchase price if
• the product does not perform as expected is
defined as a
• a. guarantee. c. warranty.
• b. recourse. d. full warranty.
• A promise made by the seller to the customer
that the seller will refund the customer’s
purchase price if
• the product does not perform as expected is
defined as a
• a. guarantee. c. warranty.
• b. recourse. d. full warranty.
• In its catalogs, a clothing manufacturer states:
“If you are not completely satisfied with any
item you buy from us, at any time during your
use of it, return it and we will refund your full
purchase price.” This is
• an example of a
• a. warranty on goods. c. guarantee on goods.
• b. guarantee on goods and service. d. warranty on service.
• In its catalogs, a clothing manufacturer states:
“If you are not completely satisfied with any
item you buy from us, at any time during your
use of it, return it and we will refund your full
purchase price.” This is
• an example of a
• a. warranty on goods. c. guarantee on goods.
• b. guarantee on goods and service. d. warranty on service.
• “Your money back if not satisfied” is an
example of a
• a. warranty. c. recourse.
• b. guarantee. d. strategy.
• “Your money back if not satisfied” is an
example of a
• a. warranty. c. recourse.
• b. guarantee. d. strategy.
• Holiday Inn Express uses the slogan “No excuses,
guaranteed” as a money-back promise to guests.
This is an example of a
• a. warranty on goods. c. warranty on service.
• b. guarantee on goods and services. d. guarantee on service.
• Holiday Inn Express uses the slogan “No excuses,
guaranteed” as a money-back promise to guests.
This is an example of a
• a. warranty on goods. c. warranty on service.
• b. guarantee on goods and services. d. guarantee on service.
• Two characteristics of a good guarantee are that
it should be
• a. conditional and understandable. c. unconditional and understandable.
• b. conditional and easy to implement. d. unconditional and difficult to collect.
• Two characteristics of a good guarantee are that
it should be
• a. conditional and understandable. c. unconditional and understandable.
• b. conditional and easy to implement. d. unconditional and difficult to collect.
• L.L. Bean promises “100% satisfaction in every
way” to those who buy its goods. Items can be
returned
• for refund or credit. This is an example of a(n)
• a. unconditional guarantee. c. unconditional warranty.
• b. conditional guarantee. d. conditional warranty.
• L.L. Bean promises “100% satisfaction in every
way” to those who buy its goods. Items can be
returned
• for refund or credit. This is an example of a(n)
• a. unconditional guarantee. c. unconditional warranty.
• b. conditional guarantee. d. conditional warranty.
• Which of the following is a purpose of
warranties and guarantees:
• a. To increase customer anxiety about
purchases
• b. To protect the producer and the seller
• c. To decrease feedback from customers
• d. To avoid a customer-oriented focus for the
business
• Which of the following is a purpose of
warranties and guarantees:
• a. To increase customer anxiety about
purchases
• b. To protect the producer and the seller
• c. To decrease feedback from customers
• d. To avoid a customer-oriented focus for the
business
• One way in which customers benefit from
warranties and guarantees is
• a. a business-oriented focus. c. increased profits.
• b. feedback from businesses. d. reduced anxiety about purchases.
• One way in which customers benefit from
warranties and guarantees is
• a. a business-oriented focus. c. increased profits.
• b. feedback from businesses. d. reduced anxiety about purchases.
• Giving customers a list of locations at which they
can obtain repair or replacement as part of a
warranty or a guarantee provides the customer
benefit of
• a. increased profits. c. legal recourse.
• b. service information. d. reduced anxiety about purchases.
• Giving customers a list of locations at which they
can obtain repair or replacement as part of a
warranty or a guarantee provides the customer
benefit of
• a. increased profits. c. legal recourse.
• b. service information. d. reduced anxiety about purchases.
• One way in which a business can benefit from
warranties and guarantees is
a. free repairs. c. feedback from customers.
b. reduced business standards. d. the elimination of product liability.
• One way in which a business can benefit from
warranties and guarantees is
a. free repairs. c. feedback from customers.
b. reduced business standards. d. the elimination of product liability.
• Companies that build a reputation for carrying
out the terms of their warranties and guarantees
generally have higher sales and more repeat
customers, which result in
• a. unclear standards for the business. c. a business-oriented focus.
• b. decreased feedback from customers. d. increased profits.
• Companies that build a reputation for carrying
out the terms of their warranties and guarantees
generally have higher sales and more repeat
customers, which result in
• a. unclear standards for the business. c. a business-oriented focus.
• b. decreased feedback from customers. d. increased profits.
• The Federal Trade Commission has the
authority to regulate warranties on any
products that sell for more than
• a. $15. c. $1,000.
• b. $25. d. $100.
• The Federal Trade Commission has the
authority to regulate warranties on any
products that sell for more than
• a. $15. c. $1,000.
• b. $25. d. $100.
• The Magnuson-Moss Warranty Act of 1975
provides that warranties must be
• a. clearly expressed. c. written using complex language.
• b. interpreted. d. developed by consumers.
• The Magnuson-Moss Warranty Act of 1975
provides that warranties must be
• a. clearly expressed. c. written using complex language.
• b. interpreted. d. developed by consumers.
• True or False: Only express warranties hold up
in court.
• a. True. Only written evidence can be
submitted in court.
• b. True. Implied warranties cannot be verified.
• c. False. Express warranties must be in writing.
• d. False. Implied warranties are valid.
• True or False: Only express warranties hold up
in court.
• a. True. Only written evidence can be
submitted in court.
• b. True. Implied warranties cannot be verified.
• c. False. Express warranties must be in writing.
• d. False. Implied warranties are valid.
2.00 Practice Question Links
•
•
•
•
•
•
•
•
2.01 Customer Loyalty (Slide 4)
2.02 Customer Service (slide 46)
2.03 Handling Difficult Customers (slide 87)
2.06 Grades and Standards (slide 128)
2.06 Warranties (slide 169)
2.07 Branding (slide 210)
2.08 Feature-benefit selling (slide 251)
2.11 Nature of Selling (slide 292)
2.07 Branding
• Names, terms, symbols, or designs that
identify products are called
• a. product brands. c. product lines.
• b. trade names. d. generic terms.
• Names, terms, symbols, or designs that
identify products are called
• a. product brands. c. product lines.
• b. trade names. d. generic terms.
• Which of the following is an example of a
trade name:
• a. Ford Mustang c. Ford
• b. Diet Coke d. 501 Jeans
• Which of the following is an example of a
trade name:
• a. Ford Mustang c. Ford
• b. Diet Coke d. 501 Jeans
• The Keebler Elves, Ronald McDonald, and Mr.
Peanut are examples of
• a. product brands. c. trade characters.
• b. trade names. d. private brands.
• The Keebler Elves, Ronald McDonald, and Mr.
Peanut are examples of
• a. product brands. c. trade characters.
• b. trade names. d. private brands.
• Which of the following is an advantage of family
branding:
a. New products are easier to introduce. c. Sellers need less shelf space.
b. New products are not tied to company image. d. Unrelated products are recognizable.
• Which of the following is an advantage of family
branding:
a. New products are easier to introduce. c. Sellers need less shelf space.
b. New products are not tied to company image. d. Unrelated products are recognizable.
• A disadvantage of individual brands is that
they may
• a. contaminate each other.
• b. be associated with one-of-a-kind benefits.
• c. prevent companies from reaching different
markets.
• d. require more promotion.
• A disadvantage of individual brands is that
they may
• a. contaminate each other.
• b. be associated with one-of-a-kind benefits.
• c. prevent companies from reaching different
markets.
• d. require more promotion.
• Whenever possible, an effective brand name
should always be
• a. short and memorable. c. related to other brands.
• b. multiple syllables and flashy. d. unrelated to product features.
• Whenever possible, an effective brand name
should always be
• a. short and memorable. c. related to other brands.
• b. multiple syllables and flashy. d. unrelated to product features.
• Determine which of the following is a true
statement:
• a. The more common the brand name, the better it
is.
• b. A good brand name creates an appealing image.
• c. Long brand names are more graphically pleasing.
• d. Brand names belonging to other firms are
available free.
• Determine which of the following is a true
statement:
• a. The more common the brand name, the better it
is.
• b. A good brand name creates an appealing image.
• c. Long brand names are more graphically pleasing.
• d. Brand names belonging to other firms are
available free.
• Why should a brand name be distinctive?
• a. So that it gives the product a generic image
• b. So that it can be used in multinational
marketing
• c. So that it can easily be changed over time
• d. So that it sets the product apart from other
products
• Why should a brand name be distinctive?
• a. So that it gives the product a generic image
• b. So that it can be used in multinational
marketing
• c. So that it can easily be changed over time
• d. So that it sets the product apart from
other products
• Can any brand name be selected and used by
a business?
• a. Yes, a business can use any name it wants to use.
• b. No, the name must be registered before it can be
used.
• c. No, the name must be legally available for use.
• d. Yes, brand names cannot be owned by a business.
• Can any brand name be selected and used by
a business?
• a. Yes, a business can use any name it wants to use.
• b. No, the name must be registered before it can be
used.
• c. No, the name must be legally available for use.
• d. Yes, brand names cannot be owned by a business.
• Which of the following is a primary reason that
businesses use brands:
• a. To identify their products c. To increase materialism
• b. To charge high prices d. To reduce expenses
• Which of the following is a primary reason that
businesses use brands:
• a. To identify their products c. To increase materialism
• b. To charge high prices d. To reduce expenses
• Consumers develop feelings towards brands in
terms of various levels of awareness and
preference.
• This is referred to as brand
• a. loyalty. c. promise.
• b. insistence. d. identity.
• Consumers develop feelings towards brands in
terms of various levels of awareness and
preference.
• This is referred to as brand
• a. loyalty. c. promise.
• b. insistence. d. identity.
• Why do businesses want customers to
demonstrate brand insistence for them?
• a. Their touch points pretty much take care of
themselves.
• b. Businesses will not have to market themselves.
• c. Research shows that customers will pick their brand in
a double-blind test 95% of the time.
• d. Customers will bypass other brands because they are
brand loyal and will buy only the desired brand.
• Why do businesses want customers to
demonstrate brand insistence for them?
• a. Their touch points pretty much take care of
themselves.
• b. Businesses will not have to market themselves.
• c. Research shows that customers will pick their brand in
a double-blind test 95% of the time.
• d. Customers will bypass other brands because they are
brand loyal and will buy only the desired brand.
• Which of the following questions should be
asked by a firm that is trying to decide whether
to brand its products:
•
•
•
•
a. How much total sales revenue will the product earn?
b. Can the product be easily identified by a brand?
c. Will Company B find out we are using its brand?
d. Can we sell this product without a trademark?
• Which of the following questions should be
asked by a firm that is trying to decide whether
to brand its products:
•
•
•
•
a. How much total sales revenue will the product earn?
b. Can the product be easily identified by a brand?
c. Will Company B find out we are using its brand?
d. Can we sell this product without a trademark?
• Pharmaceuticals, packaged foods, and
vitamins that are sold more inexpensively in
plain packaging without brand names are
• a. undersold items. c. stealth brands.
• b. generic items. d. private brands.
• Pharmaceuticals, packaged foods, and
vitamins that are sold more inexpensively in
plain packaging without brand names are
• a. undersold items. c. stealth brands.
• b. generic items. d. private brands.
• Determine which of the following is a true
statement:
• a. The last step in the initial branding process is
determining brand objectives.
• b. Brand ideas may come from many sources,
including company employees and customers.
• c. Determining what URLs are available is necessary
only when a product will be sold online.
• d. A trademark is a brand mark that has been made
to seem lifelike.
• Determine which of the following is a true
statement:
• a. The last step in the initial branding process is
determining brand objectives.
• b. Brand ideas may come from many sources,
including company employees and customers.
• c. Determining what URLs are available is necessary
only when a product will be sold online.
• d. A trademark is a brand mark that has been made
to seem lifelike.
• Before selecting a brand name for a new
product, marketers should determine the
acceptability of brand possibilities among
different cultures. As part of this process,
marketers should:
• a. create URLs for the product in each of the countries where the
product will be marketed.
• b. develop a different trade character for each of the countries
where the product will be marketed.
• c. determine if the brand name would be culturally taboo where
the product will be marketed.
• d. choose a different brand name for each country where the
product will be marketed.
• Before selecting a brand name for a new
product, marketers should determine the
acceptability of brand possibilities among
different cultures. As part of this process,
marketers should:
• a. create URLs for the product in each of the countries where the
product will be marketed.
• b. develop a different trade character for each of the countries
where the product will be marketed.
• c. determine if the brand name would be culturally taboo where
the product will be marketed.
• d. choose a different brand name for each country where the
product will be marketed.
• The actions a business takes with a brand in
order to accomplish its goals are referred to as
• a. multinational marketing. c. brand positioning.
• b. market share. d. brand strategies.
• The actions a business takes with a brand in
order to accomplish its goals are referred to as
• a. multinational marketing. c. brand positioning.
• b. market share. d. brand strategies.
• Jeni’s Ice Creams recently added ice cream
sandwiches to its highly successful ice cream
brand. Such an addition to an existing brand is
an example of
• a. brand positioning. c. brand licensing.
• b. brand extension. d. co-branding.
• Jeni’s Ice Creams recently added ice cream
sandwiches to its highly successful ice cream
brand. Such an addition to an existing brand is
an example of
• a. brand positioning. c. brand licensing.
• b. brand extension. d. co-branding.
• The non-profit organization Sesame Workshop,
which produces the Sesame Street television
series, often gives permission to manufacturers
such as Fisher Price and Build-a-Bear Workshop
to use numerous Sesame Street characters on
their products for a fee. This arrangement
between Sesame Workshop and these
companies is known as
• a. brand positioning. c. brand licensing.
• b. brand extension. d. co-branding.
• The non-profit organization Sesame Workshop,
which produces the Sesame Street television
series, often gives permission to manufacturers
such as Fisher Price and Build-a-Bear Workshop
to use numerous Sesame Street characters on
their products for a fee. This arrangement
between Sesame Workshop and these
companies is known as
• a. brand positioning. c. brand licensing.
• b. brand extension. d. co-branding.
• Several restaurant companies, including Long
John Silver’s and KFC, have successfully joined
forces in the past few years to increase
recognition, customer loyalty, and sales for all
companies involved. Such arrangements
between companies are examples of
• a. brand positioning. c. brand licensing.
• b. brand extension. d. co-branding.
• Several restaurant companies, including Long
John Silver’s and KFC, have successfully joined
forces in the past few years to increase
recognition, customer loyalty, and sales for all
companies involved. Such arrangements
between companies are examples of
• a. brand positioning. c. brand licensing.
• b. brand extension. d. co-branding.
2.00 Practice Question Links
•
•
•
•
•
•
•
•
2.01 Customer Loyalty (Slide 4)
2.02 Customer Service (slide 46)
2.03 Handling Difficult Customers (slide 87)
2.06 Grades and Standards (slide 128)
2.06 Warranties (slide 169)
2.07 Branding (slide 210)
2.08 Feature-benefit selling (slide 251)
2.11 Nature of Selling (slide 292)
2.08 Feature-benefit selling
• Feature-benefit selling should always occur
• a. during the sales presentation. c. after the product demonstration.
• b. before the sales dialogue. d. before the sales presentation.
• Feature-benefit selling should always occur
• a. during the sales presentation. c. after the product demonstration.
• b. before the sales dialogue. d. before the sales presentation.
• A car salesperson said, “This model has a
driver’s side air bag.” The salesperson has
identified a
• product
• a. option. c. feature.
• b. benefit. d. objection.
• A car salesperson said, “This model has a
driver’s side air bag.” The salesperson has
identified a
• product
• a. option. c. feature.
• b. benefit. d. objection.
• A new sports car has bright red paint. The bright
paint is a feature rather than a benefit of the car
• because
•
•
a. cars can be painted any color. c. most people prefer red sports cars.
b. it provides satisfaction to the customer. d. it is a physical characteristic of the car.
• A new sports car has bright red paint. The bright
paint is a feature rather than a benefit of the car
• because
•
•
a. cars can be painted any color. c. most people prefer red sports cars.
b. it provides satisfaction to the customer. d. it is a physical characteristic of the car.
• A salesperson who tells a customer that a
particular product will be easy to keep clean has
presented a
• a. customer benefit. c. service guarantee.
• b. product demonstration. d. customer characteristic.
• A salesperson who tells a customer that a
particular product will be easy to keep clean has
presented a
• a. customer benefit. c. service guarantee.
• b. product demonstration. d. customer characteristic.
• A salesperson said, “As you can see, the larger
capacity of these washing machines will enable
you to wash more clothes at one time.” The
salesperson has identified what type of benefit
for the product?
• a. Hidden c. Obvious
• b. Unique d. Exclusive
• A salesperson said, “As you can see, the larger
capacity of these washing machines will enable
you to wash more clothes at one time.” The
salesperson has identified what type of benefit
for the product?
• a. Hidden c. Obvious
• b. Unique d. Exclusive
• Your company’s product has an exclusive
feature that is not offered by similar products
on the market.
• For consumers, this product provides a(n)
• a. unique benefit. c. absolute advantage.
• b. comparable value. d. irresistible bargain.
• Your company’s product has an exclusive
feature that is not offered by similar products
on the market.
• For consumers, this product provides a(n)
• a. unique benefit. c. absolute advantage.
• b. comparable value. d. irresistible bargain.
• While explaining the price difference between
two garden hoses, a salesperson said,
“Although they look alike, this one is more
durable. It is made of higher quality material
which is guaranteed for 20 years.” The
salesperson has identified a(n)
• a. hidden benefit. c. obvious benefit.
• b. unique benefit. d. exclusive benefit.
• While explaining the price difference between
two garden hoses, a salesperson said,
“Although they look alike, this one is more
durable. It is made of higher quality material
which is guaranteed for 20 years.” The
salesperson has identified a(n)
• a. hidden benefit. c. obvious benefit.
• b. unique benefit. d. exclusive benefit.
• A customer interested in buying a stereo was
told by the salesperson the stereo’s size,
weight, number of transistors, and amount of
wiring, but the customer left without buying.
What did the salesperson do wrong?
•
•
•
•
a. Spent too much time with the customer
b. Provided inaccurate product information
c. Provided too little product information
d. Sold product features instead of customer benefits
• A customer interested in buying a stereo was
told by the salesperson the stereo’s size,
weight, number of transistors, and amount of
wiring, but the customer left without buying.
What did the salesperson do wrong?
•
•
•
•
a. Spent too much time with the customer
b. Provided inaccurate product information
c. Provided too little product information
d. Sold product features instead of customer benefits
• If a customer tells a salesperson that s/he can
buy a similar product from another company
for a much better price, that salesperson
should respond by
• a. comparing the features of the two products.
• b. pointing out the benefits of his/her company’s product.
• c. pointing out the weaknesses of the other company’s
product.
• d. agreeing that the customer should buy from the other
company.
• If a customer tells a salesperson that s/he can
buy a similar product from another company
for a much better price, that salesperson
should respond by
• a. comparing the features of the two products.
• b. pointing out the benefits of his/her company’s product.
• c. pointing out the weaknesses of the other company’s
product.
• d. agreeing that the customer should buy from the other
company.
• To explain a product’s quality to customers, a
salesperson should stress the product’s
• a. uses. c. warranty.
• b. style. d. construction.
• To explain a product’s quality to customers, a
salesperson should stress the product’s
• a. uses. c. warranty.
• b. style. d. construction.
• If a customer wants to be fashionable, the
salesperson should emphasize features and
benefits related to the product’s
• a. uses. c. appearance.
• b. construction. d. durability.
• If a customer wants to be fashionable, the
salesperson should emphasize features and
benefits related to the product’s
• a. uses. c. appearance.
• b. construction. d. durability.
• Your company, a dairy, delivers ice cream to its
customers. Other dairies in the area do not
offer this service. This is an example of a
• a. product’s use. c. business’s style.
• b. unique feature. d. product’s durability.
• Your company, a dairy, delivers ice cream to its
customers. Other dairies in the area do not
offer this service. This is an example of a
• a. product’s use. c. business’s style.
• b. unique feature. d. product’s durability.
• When a customer asks how long a product will
last, s/he is interested in its
• a. uses. c. origin.
• b. durability. d. features.
• When a customer asks how long a product will
last, s/he is interested in its
• a. uses. c. origin.
• b. durability. d. features.
• When a customer asks how long a product will
last, the salesperson should explain features
and benefits
• relating to its
• a. popularity. c. service and warranty.
• b. history. d. appearance and style.
• When a customer asks how long a product will
last, the salesperson should explain features
and benefits
• relating to its
• a. popularity. c. service and warranty.
• b. history. d. appearance and style.
• Which of the following must a salesperson know
to translate features into benefits for customers:
a. How to prepare a sales check c. How to arrange special delivery
b. Where to get necessary information d. When to ask questions about intended use
• Which of the following must a salesperson know
to translate features into benefits for customers:
a. How to prepare a sales check c. How to arrange special delivery
b. Where to get necessary information d. When to ask questions about intended use
• Salespeople often gain firsthand knowledge
about the features and benefits of the products
they sell from
a. school textbooks. c. television commercials.
b. personal experience. d. competitors’ advertising.
• Salespeople often gain firsthand knowledge
about the features and benefits of the products
they sell from
a. school textbooks. c. television commercials.
b. personal experience. d. competitors’ advertising.
• Which of the following could you get from
customers that would be useful in selling:
• a. Catalogs c. Testimonials
• b. Manuals d. Promotional materials
• Which of the following could you get from
customers that would be useful in selling:
• a. Catalogs c. Testimonials
• b. Manuals d. Promotional materials
• The best source of specific information on a
product’s construction and materials is
a. customers. c. personal use.
b. other salespeople. d. manufacturer’s publications.
• The best source of specific information on a
product’s construction and materials is
a. customers. c. personal use.
b. other salespeople. d. manufacturer’s publications.
• To prepare a feature-benefit chart, a
salesperson must know
a. facts about customers. c. the name of the product’s distributor.
b. the number of products in stock. d. facts about the product.
• To prepare a feature-benefit chart, a
salesperson must know
a. facts about customers. c. the name of the product’s distributor.
b. the number of products in stock. d. facts about the product.
• Salespeople use feature-benefit charts to help
them
a. develop meaningful selling techniques. c. handle difficult customers.
b. understand the selling process. d. determine types of customer personalities.
• Salespeople use feature-benefit charts to help
them
a. develop meaningful selling techniques. c. handle difficult customers.
b. understand the selling process. d. determine types of customer personalities.
2.00 Practice Question Links
•
•
•
•
•
•
•
•
2.01 Customer Loyalty (Slide 4)
2.02 Customer Service (slide 46)
2.03 Handling Difficult Customers (slide 87)
2.06 Grades and Standards (slide 128)
2.06 Warranties (slide 169)
2.07 Branding (slide 210)
2.08 Feature-benefit selling (slide 251)
2.11 Nature of Selling (slide 292)
2.11 Nature of Selling
• Jessica has spent a great deal of time practicing
and perfecting her sales presentation. What
aspect of selling does this illustrate?
• a. It should ensure customer satisfaction.
• b. It is personalized communication.
• c. It is planned communication.
• d. It takes place to influence purchase decisions.
• Jessica has spent a great deal of time practicing
and perfecting her sales presentation. What
aspect of selling does this illustrate?
• a. It should ensure customer satisfaction.
• b. It is personalized communication.
• c. It is planned communication.
• d. It takes place to influence purchase decisions.
• Michael is interacting with a customer over the
phone. What aspect of selling does this illustrate?
•
•
•
•
a. It should ensure customer satisfaction.
b. It is planned communication.
c. It is personalized communication.
d. It takes place to influence purchase decisions.
• Michael is interacting with a customer over the
phone. What aspect of selling does this illustrate?
•
•
•
•
a. It should ensure customer satisfaction.
b. It is planned communication.
c. It is personalized communication.
d. It takes place to influence purchase decisions.
• Ashley is a successful salesperson who has
gained many repeat customers for her business.
What aspect
• of selling does this illustrate?
• a. It should ensure customer satisfaction.
• c. It is personalized communication.
• b. It is planned communication.
• d. It takes place to influence purchase decisions.
• Ashley is a successful salesperson who has
gained many repeat customers for her business.
What aspect
• of selling does this illustrate?
• a. It should ensure customer satisfaction.
• c. It is personalized communication.
• b. It is planned communication.
• d. It takes place to influence purchase decisions.
• Which of the following is an example of a product’s
being sold directly to the user for ultimate
consumption:
• a. A person sells bouquets of roses on the side of the
road.
• b. A perfume maker sells perfume to a boutique to sell
to its customers.
• c. A grocer sells powdered sugar to a bakery for its
doughnuts.
• d. A car dealership sells a van to a plumber for visiting
customers’ homes.
• Which of the following is an example of a product’s
being sold directly to the user for ultimate
consumption:
• a. A person sells bouquets of roses on the side of the
road.
• b. A perfume maker sells perfume to a boutique to sell
to its customers.
• c. A grocer sells powdered sugar to a bakery for its
doughnuts.
• d. A car dealership sells a van to a plumber for visiting
customers’ homes.
• Which of the following is an example of a
product’s being sold to an organization for
resale:
• a. A retailer sells a coffee shop a small
refrigerator.
• b. A farmer sells produce to a restaurant.
• c. A potter sells pottery at a flea market.
• d. A wholesaler sells candy to a concession
stand.
• Which of the following is an example of a
product’s being sold to an organization for
resale:
• a. A retailer sells a coffee shop a small
refrigerator.
• b. A farmer sells produce to a restaurant.
• c. A potter sells pottery at a flea market.
• d. A wholesaler sells candy to a concession
stand.
• Which of the following is an example of a product’s
being sold to an organization for use in producing
• other goods:
• a. A retailer sells office furniture to an advertising firm.
• b. A retailer sells a sewing machine to a professional
seamstress.
• c. A teenager mows his neighbor’s lawn for $20.
• d. A distributor sells hundreds of comics to a comicbook store.
• Which of the following is an example of a product’s
being sold to an organization for use in producing
• other goods:
• a. A retailer sells office furniture to an advertising firm.
• b. A retailer sells a sewing machine to a professional
seamstress.
• c. A teenager mows his neighbor’s lawn for $20.
• d. A distributor sells hundreds of comics to a comicbook store.
• 7. Which of the following is a tangible
product:
• a. Alterations to a shirt c. Dry cleaning
• b. Personal-shopping service d. A shirt
• 7. Which of the following is a tangible
product:
• a. Alterations to a shirt c. Dry cleaning
• b. Personal-shopping service d. A shirt
• Which of the following is an intangible
product:
• a. An allergy shot c. A yearly checkup
• b. A box of tissues d. A stethoscope
• Which of the following is an intangible
product:
• a. An allergy shot c. A yearly checkup
• b. A box of tissues d. A stethoscope
• Which of the following is an example of a product’s being sold
without the use of an intermediary:
• a. A tanning salon c. A car-rental agency
• b. A construction-supply distributor d. A Mary Kay cosmetics party
• Which of the following is an example of a product’s being sold
without the use of an intermediary:
• a. A tanning salon c. A car-rental agency
• b. A construction-supply distributor d. A Mary Kay cosmetics party
• Two retail stores are striving to offer products
for the lowest prices and best values in town.
What role of selling in our economy does this
illustrate?
• a. Promotes competition c. Adds utility
• b. Affects employment d. Helps customers determine needs
• Two retail stores are striving to offer products
for the lowest prices and best values in town.
What role of selling in our economy does this
illustrate?
• a. Promotes competition c. Adds utility
• b. Affects employment d. Helps customers determine needs
• Of the following, which role of selling in our
economy helps products to be “in the right
place at the right
• time”:
• a. Promotes competition c. Adds utility
• b. Affects employment d. Helps customers determine needs
• Of the following, which role of selling in our
economy helps products to be “in the right
place at the right
• time”:
• a. Promotes competition c. Adds utility
• b. Affects employment d. Helps customers determine needs
• Chris doesn’t receive a lot of close supervision
for his sales work, but he manages his time
well and stays on task. Which characteristic of
a successful salesperson does Chris display?
• a. Education and training c. Self-confidence
• b. Self-motivation d. Product knowledge
• Chris doesn’t receive a lot of close supervision
for his sales work, but he manages his time
well and stays on task. Which characteristic of
a successful salesperson does Chris display?
• a. Education and training c. Self-confidence
• b. Self-motivation d. Product knowledge
• Brittany knows her products inside and out.
She knows all their features and is able to
explain them in terms of benefits for specific
customers. Which characteristic of a
successful salesperson does Brittany
• display?
• a. Self-motivation c. Product knowledge
• b. Self-confidence d. Ethics
• Brittany knows her products inside and out.
She knows all their features and is able to
explain them in terms of benefits for specific
customers. Which characteristic of a
successful salesperson does Brittany
• display?
• a. Self-motivation c. Product knowledge
• b. Self-confidence d. Ethics
• Matt takes the time to research his client
before he makes a sales presentation. That
way, he can tailor the presentation to the
specific client. Which characteristic of a
successful salesperson does Matt display?
• a. Customer knowledge c. Persistence and patience
• b. Product knowledge d. Personal appearance
• Matt takes the time to research his client
before he makes a sales presentation. That
way, he can tailor the presentation to the
specific client. Which characteristic of a
successful salesperson does Matt display?
• a. Customer knowledge c. Persistence and patience
• b. Product knowledge d. Personal appearance
• Amanda is always completely upfront and
honest with her customers about product
information. Which characteristic of a
successful salesperson does Amanda display?
• a. Creativity c. Persistence and patience
• b. Self-motivation d. Ethics
• Amanda is always completely upfront and
honest with her customers about product
information. Which characteristic of a
successful salesperson does Amanda display?
• a. Creativity c. Persistence and patience
• b. Self-motivation d. Ethics
• Josh has been told “no” about 10 times today
by potential customers. He doesn’t get
discouraged or give up, however. He’s
determined to keep looking for ways to make
sales. Which characteristic of a successful
salesperson does Josh display?
• a. Product knowledge c. Ethics
• b. Personal appearance d. Persistence and patience
• Josh has been told “no” about 10 times today
by potential customers. He doesn’t get
discouraged or give up, however. He’s
determined to keep looking for ways to make
sales. Which characteristic of a successful
salesperson does Josh display?
• a. Product knowledge c. Ethics
• b. Personal appearance d. Persistence and patience
• Samantha never uses “strong-arm tactics” or
attempts to pressure her customers into
making a purchase. Which characteristic of a
successful salesperson does Samantha
display?
• a. Education and training c. Creativity
• b. Belief in selling as a service d. Personal appearance
• Samantha never uses “strong-arm tactics” or
attempts to pressure her customers into
making a purchase. Which characteristic of a
successful salesperson does Samantha
display?
• a. Education and training c. Creativity
• b. Belief in selling as a service d. Personal
appearance
• Dan makes sure that as he is interacting with
customers, he is actively listening so that he can
better respond to their questions and
objections. Which characteristic of a successful
salesperson does Dan display?
• a. Ethics c. Communication skills
• b. Persistence and patience d. Education and training
• Dan makes sure that as he is interacting with
customers, he is actively listening so that he can
better respond to their questions and
objections. Which characteristic of a successful
salesperson does Dan display?
• a. Ethics c. Communication skills
• b. Persistence and patience d. Education and training
• Stephanie recently rearranged an entire sales
presentation for a specific customer. It took
some imagination and inventiveness, but it
helped her make the sale. Which
characteristic of a successful salesperson
• does Stephanie display?
• a. Creativity c. Personal appearance
• b. Education and training d. Ethics
• Stephanie recently rearranged an entire sales
presentation for a specific customer. It took
some imagination and inventiveness, but it
helped her make the sale. Which
characteristic of a successful salesperson
• does Stephanie display?
• a. Creativity c. Personal appearance
• b. Education and training d. Ethics
• Dave has a sales job selling very expensive cars.
Each day, he wears a nice suit and tie to work.
Which characteristic of a successful salesperson
does Dave display?
• a. Communication skills c. Personal appearance
• b. Persistence and patience d. Education and training
• Dave has a sales job selling very expensive cars.
Each day, he wears a nice suit and tie to work.
Which characteristic of a successful salesperson
does Dave display?
• a. Communication skills c. Personal appearance
• b. Persistence and patience d. Education and training
2.00 Practice Question Links
•
•
•
•
•
•
•
•
2.01 Customer Loyalty (Slide 4)
2.02 Customer Service (slide 46)
2.03 Handling Difficult Customers (slide 87)
2.06 Grades and Standards (slide 128)
2.06 Warranties (slide 169)
2.07 Branding (slide 210)
2.08 Feature-benefit selling (slide 251)
2.11 Nature of Selling (slide 292)