Chapter 2

Question 0

Job enlargement

Answer 0

Sales role is broader than in the past

Question 1

Adaptive selling

Answer 1

Altering of sales behaviors during a customer interaction or across customer interactions based on perceived information about the nature of the selling situation

Question 2

Retail selling

Answer 2

Selling goods or services to end user consumers for their own personal use

Direct sellers
Residential real estate brokers
Retail salespeople

Question 3

Industrial selling

Answer 3

B2B

sales of goods and services to non end user consumers

Question 4

3 types of industrial selling

Answer 4

Sales to resellers
Sales to business users
Sales to institutions

Question 5

B2B selling types

Answer 5

Trade servicer
Missionary seller
Technical seller
New business seller

Question 6

Trade servicer

Answer 6

Increases business from current and potential customers by providing them with merchandising and promotional assistance

Question 7

Missionary seller

Answer 7

Increases business from current and potential customers by providing them with product information and other personal selling assistance

Question 8

Technical seller

Answer 8

Increases business from current and potential customers by providing them with technological and engineering information and assistance

Question 9

New business seller

Answer 9

Identifies and obtains business from new customers

Question 10

Stages in the selling process

Answer 10

Prospecting for customers
Opening the relationship
Qualifying the prospect
Presenting  the sales message
Closing the sale
Servicing the account

Question 11

Buying center

Answer 11

All those who participate in buying or influencing the purchase of a particular product

Question 12

Initiators

Answer 12

People who perceive a problem or opportunity that may require the purchase of a new product or service and thereby starts the buying process

Question 13

Users

Answer 13

People in the organization who must use or work with the product or service

Question 14

Influencers

Answer 14

Provide information for evaluating alternative products and suppliers

Question 15

Gatekeepers

Answer 15

Control flow of information to other people involved in the purchasing process

Question 16

2 types of gatekeepers

Answer 16

Screen

Filters

Question 17

Buyer

Answer 17

Person who actually contacts the selling organization and places the order

Question 18

Decider

Answer 18

The person with the final authority to make a purchase decision

Question 19

Controller

Answer 19

Person who determines the budget for the purchase

Question 20

Perceived risk

Answer 20

A function of the complexity of the product and situation, relative importance of the purchase, time pressure to make a decision, and the degree of uncertainty about the products efficacy

Question 21

Selling center

Answer 21

Brings together individuals from around the organization to help the salesperson do his or her job more effectively

Question 22

Team selling

Answer 22

Structure within the sales organization that best meets customer needs

Question 23

Matrix organization

Answer 23

Direct reports and supporting internal consultants

Question 24

Key account

Answer 24

Have a senior salesperson assigned as a key account manager who works with a team that is dedicated to serving that large and important customer

Question 25

Derived demand

Answer 25

Needs are derived from its customers demand for the goods and services it produces or markets

Question 26

Slotting allowances

Answer 26

Fees charged by a retailer for the privilege of having them set up a new item in their IT system, program it into inventory, and ultimately make distribution of the item to the stores

Question 27

New task purchases

Answer 27

Customer is buying a relatively complex and expensive product or service for the first time

Question 28

Modified rebuy

Answer 28

Customer is interested in modifying the product specifications prices or other terms it has been receiving from existing suppliers and is willing to consider dealing with new suppliers to make these things happen

Question 29

Straight rebuy

Answer 29

Customer is reordering an item it has purchased many times

Question 30

Out supplier

Answer 30

Objective must be to move the customer away from the automatic reordering procedures of a straight rebuy toward the more extensive evaluation processes of a modified rebuy