12. Anne Mulcahy, Xerox CEO, has been successful in turning the company around,
ID: 368549 • Letter: 1
Question
12. Anne Mulcahy, Xerox CEO, has been successful in turning the company around, in part because of the skills she learned when she started out as a sales representative. Your book suggests that the objective of personal selling should be to
close the deal.
increase profits from sales.
replace advertising.
confuse the buyer.
build a relationship.
13.As noted in the video, the first step of the personal selling process at Xerox is called prospecting. Prospects are people who respond to referrals from other Xerox clients, sales calls, or
legal postings.
sales promotions.
public relations.
competitor's ads.
advertising.
14. Alison Capossela is the face of Xerox to her 250 customers. Her role is similar to that of what person in an ad agency?
account representative
media planner
media buyer
client
sales representative
15. Alison reviews the "smart kits" offered by Xerox as a way of addressing her customer's assertion that Xerox and its competitors offer similar if not identical capabilities. This relates to what your book claims is the "greatest strength" of personal selling, which is
its reliance on databases.
its measurability.
its ease of implementation.
its personal nature.
its low cost.
Explanation / Answer
12. build a relationship
Your book suggests that the objective of personal selling should be to build a relationship. As sales representative need to first build a relationship with its customers and understand their requirement before offering any product or service to them.
13. advertising.
Prospects are people who respond to referrals from other Xerox clients, sales calls, or advertising. As, it works with personal selling at Xerox by generating prospects to contact.
14. account representative
Her role is similar to that of account representative in an ad agency. As she interacts with the customers, understanding their requirements and ensuring that they are getting meet in the given time, and represents the customers within her firm.
15. its personal nature.
This relates to what your book claims is the "greatest strength" of personal selling, which is its personal nature.
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