Relationship Marketing Exam
Answer Key
Course Introduction
Relationship Marketing explores strategies and practices that focus on building and maintaining long-term, mutually beneficial relationships with customers, partners, and other stakeholders. The course examines the shift from traditional transactional marketing to the development of loyalty and engagement through customer-centric approaches, emphasizing trust, communication, and value co-creation. Students will analyze case studies, learn about customer relationship management (CRM) systems, and explore digital tools and social media in fostering lasting connections. By the end of the course, students will be able to develop and implement relationship marketing strategies that enhance customer satisfaction, retention, and organizational success.
Recommended Textbook
Selling Building Partnerships 8th Edition by Stephen Castleberry
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17 Chapters
1936 Verified Questions
1936 Flashcards
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Chapter 1: Selling and Sales-People
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89 Verified Questions
89 Flashcards
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Sample Questions
Q1) A firm's products move from the manufacturer to the final user through a series of institutions called a production network.
A)True
B)False
Answer: False
Q2) Relative to publicity, what are the major advantages and disadvantages of personal selling?
Answer: Greater control and flexibility are the major advantages. Lower credibility and higher costs are the major disadvantages.
Q3) As a sales job category, what tasks do missionary salespeople perform?
Answer: Missionary salespeople promote; they do not sell.
Q4) As a missionary salesperson, Joshua represents a large drug manufacturer and calls on physicians to explain the benefits to them of prescribing his firm's products for their patients.
A)True
B)False
Answer: True
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3
Chapter 2: Ethical and Legal Issues in Selling
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133 Verified Questions
133 Flashcards
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Sample Questions
Q1) A small appliance manufacturer trying to build a factory in one of the Mexican states offered the governor of the state a bribe of $12,000 to waive certain environmental regulations for the manufacturing concern. This is an example of:
A)collusion.
B)subordination.
C)capitulation.
D)indemnification.
E)lubrication.
Answer: B
Q2) When leaving the employment of one company and moving to another company, what is the ethical approach to leaving?
A)Give the company ample notice so they can find your replacement.
B)Avoid saying anything in anger to anyone at the company that you feel may have done you an injustice.
C)Help your replacement learn about your territory and your customers.
D)Refrain from divulging confidential material about your old company to your new boss.
E)do all of the above
Answer: E
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4
Chapter 3: Buying Behavior and the Buying Process
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) In which stage of the buying process was the chief executive of Norell, an agency that supplies businesses with temporary workers, when he realized that the health-care industry necessitated temporary workers as much if not more than goods-oriented businesses?
A)preparation of the salesperson's presentation
B)evaluation of alternatives
C)development of specifications
D)recognizing a need
E)evaluation of the result of sale calls
Answer: D
Q2) Salespeople often trigger the buying process by demonstrating how their products can improve the efficiency of the customer's operation.
A)True
B)False
Answer: True
Q3) What kind of a need is being satisfied when the purchasing agent buys for his office the type of desk that will make him look like he has an important job?
Answer: emotional.
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Chapter 4: Using Communication Principles to Build Relationships
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Instead of describing the product, the salesperson was nodding her head and using expressions like, "Really?" "Uh-huh," and "That's interesting." The salesperson is:
A)trying to find the appropriate time to close the sale.
B)dealing with customer objections.
C)engaging in active listening.
D)watching for nonverbal communication to see if the customer really meant what he was saying.
E)encouraging active speaking.
Q2) In the United States, which of the following nonverbal communications indicates the listener is bored and disinterested with what is being said?
A)leaning backwards
B)lack of eye contact
C)furrowed brow and pursed lips
D)playing with items on the table or desk
E)all of the above
Q3) What is social networking? What are the implications of this form of communication for salespeople?
Q4) What voice characteristics would affect the selling ability of a salesperson?
Page 6
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Chapter 5: Adaptive Selling for Relationship Building
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) When Marty met with his supervisor, the supervisor congratulated him for achieving 4 out of his 6 sales call objectives for the quarter, told him to try harder to achieve all of his sales call objectives next quarter, and then asked him to send in the next salesperson for her evaluation. Marty had hoped his supervisor would provide him with some help in figuring out why he had been unable to achieve his objectives. Marty wanted _____ feedback, and his supervisor gave him _____ feedback.
A)intrinsic; extrinsic
B)diagnostic; performance
C)evaluative; primary
D)performance; corrective
E)performance; diagnostic
Q2) Brad frequently adjusts his sales presentation to meet the needs of different customers. What quality does Brad possess that helps him be a successful salesperson?
Q3) Luke attended a course in which he was trained to apply the social style matrix in order to help him make better sales presentations. When he got home from the course, he tried to apply the techniques he had learned to determine his own social style. Why might his self-assessment be very misleading?
Q4) List the three types of sales presentations.
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Page 7
Chapter 6: Prospecting
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Which of the following statements about prospecting is true?
A)Cold calling requires a lot of preparation.
B)Not all leads will be prospects.
C)It is unethical to use friends or relatives as a source for leads.
D)Personal observation is not a way to find qualified leads.
E)To be effective, a center of influence must also be one of your best customers.
Q2) Which of the following describes a way that companies use the Internet to generate leads?
A)by developing an extranet
B)by using carefully placed banner advertising to link their Web sites with other similar sites
C)by being listed on search engines
D)by using e-mail messages
E)by doing all of the above
Q3) Regardless of what product a salesperson sells, prospecting techniques are basically the same.
A)True
B)False
Q4) How can data mining assist sales prospecting?
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Chapter 7: Planning the Sales Call
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) Make your first sales call on a prospect when you have gathered all the information there is about your prospect and his or her company.
A)True
B)False
Q2) Alex has set multiple sales objectives for his next call. As he begins his presentation, Brenda, the prospect, interrupts him and says "my goal is to avoid damage during shipping." Alex should recognize that Brenda is stating her views about:
A)value chain analysis
B)prospecting proposition
C)customer value
D)value proposition
E)analysis paralysis
Q3) An easy way to ensure that your sales call objectives are measurable is to:
A)use a canned sales presentation
B)follow the guidelines set by your sales supervisor
C)set long-term goals based on your sales call objectives
D)coordinate your objectives with the company's
E)set objectives that require a buyer's response
Q4) Why should a salesperson make an appointment whenever possible?
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Chapter 8: Making the Sales Call
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115 Verified Questions
115 Flashcards
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Sample Questions
Q1) Which of the following statements about selling to groups is true?
A)Objectives should not be developed for the meeting.
B)Planning should not include developing special visual aids.
C)You must gather information about the concerns of each and every person who will attend.
D)Most things you learned about selling to individuals do not apply when selling to groups.
E)Speeches are more appropriate than informal presentations.
Q2) What is the best line of defense when you realize that you have spilled coffee on the prospect's briefcase during your presentation?
Q3) Quinton asked the book store owner, "What happens since you have shoplifters in your store? Do you have a lot of inventory shrinkage because of it?" This is an example of a(n) _____ question that might be used with a SPIN technique.
A)situation
B)problem
C)implication
D)necessary
E)indication
Q4) Describe the problem/solution selling model?
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Chapter 9: Strength-Ening the Presentation
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112 Verified Questions
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Sample Questions
Q1) Emily is trying to convince her customer that she can help him improve his inventory turnover rate. She will likely describe her company's __________ system.
A)ECR
B)QR
C)AR
D)JIT
E)any of the above
Q2) Once a salesperson has found an effective method of presentation, he or she should use it regularly with all prospects.
A)True
B)False
Q3) Which of the following is good advice concerning the use of demonstrations as part of a sales presentation?
A)Practice
B)Plan for things to go wrong
C)Probe both during and after the demonstration
D)Keep the demonstration simple, concise, and easily understood
E)do all of the above
Q4) What determines the effectiveness of testimonials?
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Chapter 10: Responding to Objections
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) Aziz has just been hired as sales manager for Blackbeard, a new software company selling customized accounting systems for non-profit organizations. He is trying to anticipate objections customers will have to his company's products. What five major types of objections can he anticipate? Create an example of each type of objection.
Q2) When do buyers raise objections?
A)after the sale
B)when the salesperson seeks commitment
C)when the salesperson seeks an appointment
D)during the presentation
E)at all of the above times
Q3) Which of the following methods of handling a prospect's objection is only appropriate when the prospect's statement is blatantly untrue?
A)direct denial
B)compensation
C)revisit
D)acknowledge
E)postpone
Q4) Discuss the importance of forestalling as a strategy.
Q5) What can salespeople do about predictable objections?
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Chapter 11: Obtaining Commitment
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116 Verified Questions
116 Flashcards
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Sample Questions
Q1) What characterizes assertive salespeople?
Q2) When the prospect leans forward, catches the salesperson's eye, and says, "This is a great product you're selling. I don't know why someone didn't come up with this product years ago," the salesperson is correct in perceiving these actions as:
A)closing flags
B)buying signals
C)closing links
D)commitment gatekeepers
E)purchase influencers
Q3) In "Did I miss the Close?" Steve Schlesinger describes the sales negotiation process as wanting this relationship to feel good for both sides.
A)True
B)False
Q4) What does FOB mean? What are the differences among FOB origin, FOB destination, and FOB installed?
Q5) The balance sheet method of closing can often insult a buyer's intelligence.
A)True
B)False
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Chapter 12: Formal Negotiating
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137 Verified Questions
137 Flashcards
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Sample Questions
Q1) The human resource director has been directed to set up a weekend executive retreat next month at some resort location not more than five hours from the company's home office. The director had great difficulty in finding such a location on such short notice, but he is very pleased with what has been negotiated. As he prepares to leave the resort office, the resort owner casually mentions if your group is not checked out by 9:00 a.m. Sunday, I'll have to charge them for a full day." The resort owner is using:
A)a low blow.
B)ambush negotiation.
C)a flanking maneuver.
D)blindsiding.
E)counterarguments.
Q2) All of the following are typical tactics of win-lose negotiators EXCEPT:
A)lowballing.
B)negotiation jujitsu.
C)good guy bad guy routine.
D)browbeating.
E)emotional outbursts.
Q3) Briefly describe an individual who resolves conflict in a competing mode.
Q4) Describe a salesperson that uses a competing mode of negotiation.
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Chapter 13: Building Partnering Relationships
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96 Verified Questions
96 Flashcards
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Sample Questions
Q1) Which of the following serves as a foundation for a successful, long-term relationship?
A)mutual trust
B)organizational support
C)common goals
D)open communication
E)all of the above
Q2) Caitlin Gold has sold business textbooks for seventeen years. She makes it a point to try to create a personal relationship with her customers. When a committee of professors selected a new marketing book, her book was one of the three finalists. Because the committee chairperson considered herself a close friend of Gold, she convinced the committee to select Gold's text over the other options. The committee chairperson trusted Gold to provide a good text at a fair price. This is an example of a:
A)relational partnership.
B)functional partnership.
C)transactional relationship.
D)transformational partnership.
E)strategic partnership.
Q3) How is a market exchange relationship a win-lose relationship?
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Chapter 14: Building Long-Term Partnerships
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) A champion is also known as a(n):
A)idea buffer.
B)internal entrepreneur.
C)trail blazer.
D)internal salesperson.
E)cheer leader.
Q2) What can Suzie do to help ensure her company, Resource Conservation Technology, and her new client, Paradise Water Gardens, move successfully through the exploration stage of building a relationship?
A)Generate reorders on pond filtration systems.
B)Investigate the possibilities of selling aquatic plants to Paradise as well as pond filtration systems.
C)Be sure that Paradise's people learn to use her company's products properly.
D)Make sure that every employee at her company is committed to the success of Paradise.
E)do all of the above
Q3) Assuming proper expectations have been set, what are the three major sources of customer complaints?
Q4) Describe the four stages of buyer-seller partnerships.
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Chapter 15: Managing Your Time and Territory
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) Marshall sells adhesives used in making furniture. Give three examples of resource investments Marshall could make in his customers. How could this resource investment be linked to an ABC analysis?
Q2) Zoning should be used:
A)when the salesperson has a large territory, such as all of the Southeast.
B)in territories where customers expect regular sales calls.
C)when there is no way to minimize travel time between accounts.
D)when the salesperson is unable to use just one routing plan.
E)when the salesperson has a compact territory such as Jacksonville, Florida.
Q3) Activity goals are behavioral objectives.
A)True
B)False
Q4) Behavioral objectives such as increasing the number of demonstrations performed are also called _____ goals.
A)Transformation
B)Conformance
C)Activity
D)Performance
E)Conversion
Q5) What do a salesperson's conversion goals measure?
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Chapter 16: Managing Within Your Company
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126 Verified Questions
126 Flashcards
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Sample Questions
Q1) Salespeople have the right to expect fair treatment from their company. In which area do salespeople believe they are most likely to not be treated fairly by their company?
A)territory allocation
B)promotion policies
C)quota assignments
D)compensation
E)recruitment policies
Q2) According to the text, the company's chief executive officer determines how many salespeople are needed to achieve the company's sales and customer satisfaction targets.
A)True
B)False
Q3) As Lillie Sanchez says in the opening profile "In sales you punch a time card and are given a to-do list daily that could consume 24 hours of your day."
A)True
B)False
Q4) What is another name for a national account manager (NAM)?
Q5) What are the seven principles of selling internally?
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Chapter 17: Managing Your Career
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Sample Questions
Q1) As you seek a job in sales, it is important that you understand your own needs. Which of the following questions is one you should ask yourself to help you determine your need for structure?
A)Do I prefer to set my own deadlines, or do I need deadlines set by others?
B)What propels me, financial incentives, personal recognition, or the satisfaction of just getting a task completed?
C)Am I a risk-taker, or do I prefer more secure activities?
D)Do I prefer mechanical and technical topics or am I more disposed to art, fashion, and merchandising?
E)What types of knowledge has college provided me?
Q2) Ryan is an established sales representative but, with all the changes going on in the business world, recognizes he needs to continually develop his skills. Where can he find sources to help him?
Q3) It is important not to seem overly eager in your initial interview, so avoid asking for a commitment from your interviewer at this time.
A)True
B)False
Q4) How is the conventional résumé organized?
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Page 19