Selling Today, 13e (Manning/Ahearne/Reece) Chapter 4 Creating Value with a Relat

Question

Selling Today, 13e (Manning/Ahearne/Reece) Chapter 4 Creating Value with a Relationship Strategy 4.1 True/False Questions 1) In the information age, building and maintaining relationships has little to no impact on sales success. 2) Although developing relationships with customers frequently leads to repeat business, such partnering rarely triggers referrals. 3) Traditional industrial age sales-training programs encouraged salespeople to make positive first impressions with customers and then to push the product to make a quick sale. 4) An empathizer is someone who understands the ways humans interact. 5) Transactional selling is a strategically developed, high-quality, long-term relationship that focuses on solving the customer's buying problems. 6) The role of a salesperson should move from supporting to selling. 7) Maintaining a positive relationship with company support staff is a key element of building partnership relationships. 8) Customers almost never buy products from someone they dislike. 9) Win-win selling means that a salesperson sacrifices price to gain the sale. 10) Ego drive is an inner force that propels a salesperson to attempt to close a sale. 11) Research indicates that when two people communicate, verbal messages convey much more impact than nonverbal messages. 12) Nonverbal messages can reinforce or contradict the spoken word. 13) Most image consultants agree that male salespeople should always wear suits to make the best impression on customers even when customers are dressed casually. 14) The CARE model helps salespeople add value to their relationships with customers. 15) The steps of self-improvement include setting goal, engaging in visualization, using positive self-talk, and rewarding your progress.

Explanation / Answer

1. The Nederlander Organization promotes a lot of concerts throughout the United States. Which of the following statements best defines a sales promotion?

Correct Answer:- c. It is an activity and/or material intended to induce resellers or salespeople to sell a product or consumers to buy it.

Reason:- Sales promotion are those activities which are intended to induce the excess buying from the customer by offering them some kind of incentives or free discounts or materials.

2.Sean Free, the vice president of Sales and Ticketing at Nederlander, mentions that organizations are focusing on retargeting efforts, following customers on the Internet through IP addresses, and pixel tracking. Organizations involved in personal selling conduct these activities to develop a database of potential customers; therefore, they are indulging in _____.

Correct Answer:- Prospecting

Reason:- Prospecting is the first step in the sales process, which consists of identifying potential customers, aka prospects

3. Before introducing the Audience Rewards program, Nederlander was using traditional

methods to incentivize customers to go to the theater more and encourage them to patronize its shows. This indicates that Nederlander uses _____.

Correct Answer:- c.a consumer sales promotion method

Reason:- Consumer sales promotion is a marketing technique that is used to entice customers to purchase a product

4.The way that Nederlander's Audience Rewards program works is that patrons and new customers get free membership and are entered into the ticketing system. When they buy tickets, they collect points and are able to redeem them for free or discounted tickets and other rewards. Which of the following consumer sales promotion methods is the program based on?

Correct Answer:- b.Frequent-user incentives

Reason:- This technique is mainly used by the marketers who are engaged in a repetitive purchase.

5.Nederlander's customers are mostly women in the age group of 30 to 59 years with an annual household income of approximately $200,000. The company’s Audience Rewards program appeals to its major partners because they want to get access to Nederlander's customers. The partners use the information about the customers for the _____ step of their personal selling process.

Correct Answer:- d. approach

Reason:- Having found out the prospective customers, the salesperson should collect some important details about the prospects in approach stage

6.Nederlander's Audience Rewards program strongly benefits small-privately owned theatres and show producers who back the company because it provides a central platform for them to market across all the vendors and art. Advertising and promotions through the program also offer a less expensive alternative. This marketing arrangement is an example of _____..

Correct Answer:- c. cooperative advertising

Reason:- Cooperative advertising is advertising undertaken jointly by a manufacturer of a product and either a wholesaler or retailer. The manufacturer will contribute a certain amount of funds for the advertising campaign subject to certain conditions for the advertising of its product.

7.The Audience Rewards program allows customers to get co-branded credit cards, which entitle them to earn free tickets or reductions in ticket prices when they buy groceries or pay their utility bills. Reduction in ticket prices is an example of _____.

Correct Answer:- c. cents-off offers

Reason:- cents-off offer A promotion that allows buyers to pay less than the regular price.

8.One of the benefits that the Audience Rewards program provides to customers is that they can redeem their points to participate in special red-carpet events and get outfits from a fashion company to wear to these events. This is an example of a _____

Correct Answer:- Premiums

Reason:- Sales promotion technique in which two or more complementary products are sold together at a price lower than their combined price.

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