ENT4122: Personal Selling Chapter 1 Quiz

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Questions and Answers

What is the primary focus of personal selling?

Advertising through mass media

Digital marketing strategies

Interpersonal interactions between buyers and sellers (correct)

Market research and analysis

Which of the following is a key element that distinguishes personal selling from other marketing communications?

Use of digital channels

Interpersonal communications dimension (correct)

Focus on mass outreach

Standardized advertising messages

Why is personal selling considered important for most businesses?

It relies solely on digital presence.

It is less expensive than other marketing tactics.

It guarantees high sales volume.

It enhances customer relationships. (correct)

What additional resource is mentioned for the course on Go to Market Strategies?

Textbook with specific citations Signup and view all the answers

What action is required for students interested in volunteering for the social media activity?

Email with specific subject line and details. Signup and view all the answers

What is the primary purpose of sales dialogue?

To uncover the prospective customer's unique needs and requirements Signup and view all the answers

Which of the following is NOT a characteristic of sales professionalism?

Using manipulative tactics for immediate sale Signup and view all the answers

How can a salesperson create additional customer value?

By making the customer aware of further opportunities Signup and view all the answers

What is one area in which the sales profession could improve?

Increasing autonomy in decision making for salespeople Signup and view all the answers

Which of the following best defines sales professionalism?

Using truthful methods to fulfill customer and firm needs Signup and view all the answers

Which of the following is NOT a requirement of being an effective salesperson?

Develop personal relationships with every customer Signup and view all the answers

What is the primary characteristic of adaptive selling?

Changing sales messages based on customer situations Signup and view all the answers

Which approach involves providing stimuli to influence buyer responses?

Stimulus response selling Signup and view all the answers

What strategy does continued affirmation utilize?

Employing a series of yes questions to secure agreement Signup and view all the answers

Mental states selling assumes buyers can be led through what?

A series of mental states Signup and view all the answers

What does the 'Attention' stage aim to achieve in the AIDA model?

Build rapport with the prospect Signup and view all the answers

Which sales tactic is associated with the 'Desire' stage of the AIDA model?

Conducting a product demonstration Signup and view all the answers

What is a key feature of need satisfaction selling?

Assuming a specific need leads to purchase Signup and view all the answers

How does problem-solving selling extend beyond need satisfaction selling?

It develops alternative solutions for buyer needs. Signup and view all the answers

What is the main objective of the action stage in the AIDA model?

Overcoming buyer resistance to make the sale Signup and view all the answers

Which best describes the sales process?

An intricate pattern of interrelated steps Signup and view all the answers

In the scenario provided, what are the benefits of custom-print shopping bags for retailers?

They serve as a marketing tool and convenience. Signup and view all the answers

What is one of the potential concerns for Nicole's business due to recent economic changes?

Negative impact on sales Signup and view all the answers

What is a primary focus of trust-based relationship selling?

Building long-term customer relationships Signup and view all the answers

Which skill is specifically required for trust-based relationship selling?

Teambuilding and teamwork Signup and view all the answers

What outcome does trust-based relationship selling primarily seek to achieve?

Mutual benefits and enhanced profits Signup and view all the answers

How does communication differ between transaction-focused traditional selling and trust-based relationship selling?

One-way in traditional, two-way in trust-based Signup and view all the answers

What characterizes the sales approach of a salesperson in trust-based relationship selling?

Acting as a business consultant and long-term ally Signup and view all the answers

In the context of trust-based relationship selling, what does customer value refer to?

Perception of benefits gained versus costs incurred Signup and view all the answers

Which type of knowledge is essential for a salesperson practicing trust-based relationship selling?

General business and industry knowledge Signup and view all the answers

What role does postsale follow-up play in trust-based relationship selling?

Important for ensuring customer satisfaction and ongoing value Signup and view all the answers

What type of selling strategy best contrasts with trust-based relationship selling?

Transaction-focused traditional selling Signup and view all the answers

Which of the following best describes the decision-making involvement of a salesperson in trust-based relationship selling?

Actively involved in the customer's decision-making process Signup and view all the answers

Study Notes

Course Information

Course name: ENT4122: Go to Market Strategies
Course description: Focuses on go-to-market strategies, specifically personal selling.
Textbook: SELL 7th Edition by Ingram, LaForge, et al., ISBN-10: 035790138X (Cengage Publishing)
Textbook access: Available through Canvas Modules -> Course Materials
Instructor: Mr. Roberts, [email protected]

Chapter 1 - Personal Selling

1-1 Personal Selling Defined

Personal selling is characterized by interpersonal communication between buyers and sellers.
It aims to establish, build, and maintain customer relationships.
It differs from other marketing communications due to its interpersonal nature.
It is considered the most vital aspect of marketing communications for many businesses.

1-2 Trust-Based Relationship Selling

Trust-based relationship selling requires salespeople to earn trust and utilize strategies to fulfill customer needs.
It involves contributing to the creation, communication, and delivery of customer value.
It contrasts with traditional, transaction-focused selling by addressing customer problems, offering possibilities, and adding value over an extended time frame.
Key questions regarding customer value include if the salesperson helps with cost savings, dependability, support of strategic goals, ease of working with the company, and if the salesperson enlists others to enhance value and grasps the customer's industry.

1-3 Evolution of Professional Selling

Sales professionalism focuses on truthful and non-manipulative tactics to benefit the customer and the selling company in the long term.
Sales professionalism is defined by a strong knowledge base, societal contribution, organized colleagues, and unique skills.
Areas for potential sales improvement: Salespeople's autonomous decision-making, public trust, and adherence to a uniform code of ethics.

1-4 Contributions of Personal Selling

Effective salespeople need honesty, demonstrable product/service knowledge, understanding of market opportunities and business trends, and coordination of firm activities to deliver maximum value to customers.
Effective salespeople must also contribute to the success of the buyer's firm.

1-5 Alternative Personal Selling Approaches

Adaptive selling: Salespeople adapting their messages to match various customer situations.
Stimulus response selling: Using stimuli to elicit predictable responses.
Continued affirmation: A series of questions designed to lead the customer to a "yes" throughout the sale.
Mental states selling (AIDA): Leads the buyer through attention, interest, desire, and action using sales tactics to generate interest and commitment.
Need satisfaction selling: Uncovers customer needs using probing to fulfill those needs.
Problem-solving selling: Extends need satisfaction by developing solutions to satisfy those needs.

Additional Information

Activity: Volunteers needed for an activity using social media (contact [email protected])
Activities: In-class student engagement presentation, Quiz #1 (Chapters 1 and 2), Interview Project Checkpoint #1 (Due Sunday, 9/15)
Conclusion: Instructor contact information ([email protected] and 144 RSB).
Group Activity Scenario: Scenario about a business owner navigating economic constraints from a customer perspective.
Discussion Activity: Example of trust-based selling vs. transaction-focused selling.
Knowledge Check 1: Correct answer is Diffusion of innovation.
Knowledge Check 2: Correct answer is Problem-solving selling.

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Description

Test your understanding of personal selling concepts from Chapter 1 of the SELL textbook. This quiz focuses on the definition of personal selling, its interpersonal nature, and the importance of trust-based relationship selling. Prepare to demonstrate your grasp of essential marketing communication strategies.