Relationship Marketing
Midterm Exam
Course Introduction
Relationship Marketing focuses on strategies and practices organizations use to build, maintain, and enhance long-term relationships with customers, clients, and stakeholders. This course explores the shift from transactional marketing to relational approaches, emphasizing customer loyalty, trust, communication, and personalized experiences. Students will learn about customer relationship management (CRM) systems, the development of loyalty programs, and the use of data analytics to foster deeper customer engagement. Through case studies and real-world examples, the course illustrates how effective relationship marketing can lead to greater customer retention, competitive advantage, and sustainable business growth.
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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Page 2
Chapter 1: Selling and Sales-People
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89 Verified Questions
89 Flashcards
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Sample Questions
Q1) 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
Q2) From a buyer's perspective, value in a purchase decision equals:
A)the cost of goods sold - the marketing margin.
B)the relative price + the absolute cost.
C)the marginal difference between asset price and cost of sales.
D)the benefits received - (the selling price + time and effort to purchase).
E)distribution benefits received - production costs.
Answer: D
Q3) How is value measured for sellers and buyers?
Answer: For a seller value or profit would be the sales price minus the cost of goods sold plus selling costs. For a buyer, value would be calculated as benefits received minus the price paid plus the time and effort involved in the purchase.
Q4) As a sales job category, what tasks do missionary salespeople perform?
Answer: Missionary salespeople promote; they do not sell.
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Chapter 2: Ethical and Legal Issues in Selling
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133 Verified Questions
133 Flashcards
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Sample Questions
Q1) Claiborne used to work for a law office. He was forced to quit because one of the partners kept rubbing against him, telling him dirty jokes, and making it an environment in which he could not work. Claiborne experienced:
A)a sexual innuendo.
B)intimate liberties.
C)workplace harassment.
D)sexual harassment.
E)sexual misconduct.
Answer: D
Q2) What are incentives offered to retail salespeople by manufacturers called?
Answer: push money or spiffs
Q3) Factual statements, such as "It is easy to repair," or "Parts are readily available," may be construed as expressed warranties when the sale involves complex products being sold to unsophisticated buyers.
A)True
B)False
Answer: True
Q4) What does the Gramm-Leach-Bliley Act attempt to protect?
Answer: privacy
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Chapter 3: Buying Behavior and the Buying Process
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) _____ control the flow of information and limit the alternatives considered.
A)Deciders
B)Influencers
C)Buyers
D)Users
E)Gatekeepers
Answer: E
Q2) Life-cycle costing is a method of pricing based on product life cycle stages.
A)True
B)False
Answer: False
Q3) The evaluation and selection of products and suppliers are affected by the needs of both the organization and the individuals making the decision. These needs are categorized as:
A)emotional and rational.
B)formal and informal.
C)verbal and nonverbal.
D)external and internal.
E)behavioral and attitudinal.
Answer: A
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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) Sabrina needs to "bite her tongue" after asking the prospect a difficult question. Tolerating silence is often important to allow the customer:
A)time to think.
B)an opportunity to end the meeting.
C)to shift from the intimate to the social zone.
D)inflection.
E)alternative body language word pictures.
Q2) What voice characteristics can be used to reduce monotony in a sales presentation?
Q3) The personal zone is reserved for a salesperson's supervisors.
A)True
B)False
Q4) The physical space between two people who are interacting can be divided into four zones. The zone closest to a person (two feet or less) is called the _____ zone.
A)social
B)personal
C)public
D)receptive
E)intimate
To
Chapter 5: Adaptive Selling for Relationship Building
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) What do purchasing agents rate as one of the most important attributes of good salespeople?
Q2) 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
Q3) The most important knowledge any professional salesperson has is macro environment knowledge.
A)True
B)False
Q4) What are the differences among standard memorized, outlined, and custom sales presentations?
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Chapter 6: Prospecting
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110 Verified Questions
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Sample Questions
Q1) As discussed in "Lead Scoring Helped One Company Achieve Greater Success"what is the benefit of lead scoring?
Q2) What is the difference between an exclusive sales territory and a house account?
Q3) Steve Raven filled out an inquiry card at the mall saying he was interested in building a sunroom on to his house. Recently, he received a mailing as a follow-up. In the mailing was another inquiry card, which he filled out and mailed in. The second inquiry card is called a(n) _____ card.
A)generating
B)eligibility
C)bounce-back
D)full-deal
E)sure-thing
Q4) The strategy that existing customers are usually prospects for additional sales is called the endless-chain method.
A)True
B)False
Q5) What is the term for the process when salespeople use criteria to determine which leads to pursue?
Q6) What is the fastest growing method for generating leads?
Page 8
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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) To whom would a salesperson be most likely to present a customer value proposition?
Q2) While using the telephone to gain a sales appointment, you should always:
A)describe one benefit of your product
B)provide the name of someone who is currently using your product
C)describe the follow-up service your company offers
D)answer any objections to the appointment that might occur
E)do none of the above
Q3) The customer value proposition:
A)is usually one or two written sentences
B)should be specific and measurable
C)reflect the issues that the buyer is concerned with
D)should be tied to the prospect's mission statement
E)is accurately described by all of the above
Q4) In the opening profile Marcel Dalby, Operations Manager for Waste Management suggests, the most important aspect of preparing for a sales call is ensuring that you know your company and understand their goals.
A)True
B)False
Q5) What are the benefits of multiple sales call objectives?
Page 9
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Chapter 8: Making the Sales Call
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Sample Questions
Q1) Which of the following is an example of a situation question that might be used with the SPIN technique?
A)"What would you do if an employee was injured because you neglected to repair your sander?"
B)"If I can show you how to use less energy per cubic foot in your freezer bins, would you be interested?"
C)"Are you happy with your current service contract?"
D)"What kind of scanner program are you currently using?"
E)"Do storms disrupt your electrical power?"
Q2) Salespeople are usually more effective if they have something in common with the clients they call on.
A)True
B)False
Q3) Many situation questions can be answered by doing thorough precall information gathering and planning.
A)True
B)False
Q4) In "I Think You Should Use My Competitor's Product Instead" what did the sales rep gain by that recommendation?
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Chapter 9: Strength-Ening the Presentation
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) Why should a salesperson use visual aids and get a prospect actively involved in the communication process?
A)to avoid repetitive customization
B)to create a sustainable competitive advantage
C)to get and keep the prospect's attention
D)to prevent any distractions from interrupting the presentation
E)to do any or all of the above
Q2) 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
Q3) On average people immediately forget 50 percent of what they hear.
A)True
B)False
Q4) What are the benefits of using Flash in a sales presentation?
Q5) List the three parts of a written proposal.
Q6) What are the benefits of using visual aids in a sales presentation?
Page 11
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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) The referral method of responding to objections:
A)should only be used on analyticals.
B)is an appropriate way to deal with almost any objections. C)often appears canned.
D)makes explicit use of the multi-attribute model.
E)is often referred to as the superior benefit method.
Q2) Salespeople refer to concerns or questions raised by buyers as: A)objections.
B)stumbling blocks.
C)grievances.
D)skepticism.
E)tribulations.
Q3) The buyer for the motel chain that is considering the use of Interface carpet made from corn instead of the commonly used petroleum-based nylon has just raised an objection concerning the carpet's resiliency to stains. What should the Interface carpet salesperson do once he realizes that the buyer is expressing an objection?
Q4) When a prospect offers an opinion or a valid objection what are the five methods a salesperson can use to respond to the objection?
Q5) Discuss the importance of forestalling as a strategy.
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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 should the salesperson NOT do if he or she fails to obtain commitment from a prospect?
A)Show honest disappointment.
B)Make plans to keep in contact with the prospect.
C)Leave something behind with his or her company's name, logo, phone number and/or Web site imprinted on it.
D)Thank the prospect for his or her time.
E)Ask the prospect for permission to send him or her product literature mailings.
Q2) Describe two situations in which the benefit summary method of obtaining commitment is most effective. Why?
Q3) How can a salesperson obtain commitment without being manipulative?
Q4) _____ salespeople are self-confident and positive; they maintain the proper perspective by being responsive to customer needs.
A)Optimistic
B)Apathetic
C)Submissive
D)Assertive
E)Aggressive
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13
Chapter 12: Formal Negotiating
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137 Verified Questions
137 Flashcards
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Sample Questions
Q1) PDQ Plastics was correct to consider who would be the leader of the buying team before choosing Tyler as the selling team leader in the upcoming negotiations.
A)True
B)False
Q2) "We would love to buy three of the Poly-Tex floral fixtures. It would provide us with much more space to display our plants. Your product matches our needs except for one thing. We have only budgeted $700 for expansion, and your shelves are list priced at $800." The buyer is:
A)using a budget bogey.
B)lowballing.
C)using the good price bad price routine.
D)browbeating.
E)nibbling.
Q3) Use of a "red herring" is bringing up a major point first to distract the other side from considering minor issues.
A)True
B)False
Q4) Briefly describe an individual who resolves conflict in a competing mode.
Q5) Which negotiating strategy is consistent with partnering and how?
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Chapter 13: Building Partnering Relationships
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Sample Questions
Q1) Common goals:
A)are important for all market exchanges.
B)inevitably cause a strategic partnership to terminate when expected benefits are not realized.
C)give both members of the strategic partnership a strong incentive to pool their resources.
D)often cause partners in a strategic relationship to argue about how resources are used and profits are divided up.
E)are accurately described by all of the above
Q2) Philips Electronics is the only supplier of Toyota auto headlamps. Because of their ___, Toyota was able to develop further its just-in-time inventory management system and Philips was able to institute a total quality management approach to its production and acquire more business from other Japanese car manufacturers.
A)reciprocal partnership
B)buyer-seller alliance
C)strategic partnership
D)tactical partnership
E)hierarchical relationship
Q3) How is organizational support important to selling?
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Page 15
Chapter 14: Building Long-Term Partnerships
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Sample Questions
Q1) If a company has a policy that the customer is always right, what do they not need to do?
Q2) Ralph recognizes that most of the people he established a business partnership are no longer in their organizations. He does not know what his customers are planning next or what his competitors are doing. Ralph is most likely in the ____________ stage of business partnerships.
A)synergy
B)dissolution
C)exploration
D)acquiescence
E)commitment
Q3) A family-owned and operated company that sells collectible items through the mail and at its Web site is preparing to outsource its distribution department within the next 4 weeks. This will mean letting go or reassigning about 1/3 of its work force. Also, company employees must learn how to use the new computerized system even though many of them have resisted other forms of computerization. Describe the resistance to change that exists at this company in terms of the two critical elements to consider when making such a change.
Q4) Briefly define corporate culture.
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Chapter 15: Managing Your Time and Territory
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131 Verified Questions
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Sample Questions
Q1) Benchmarking allows sales people to base their goals on the bench or basic level goals that must be achieved.
A)True
B)False
Q2) In the opening profile Tony Fiorello found each of the following EXCEPT _____________ helpful in developing her "strategic plan" in her first territory.
A)sales tracking numbers from the previous year
B)information from territory managers in the other business units
C)working closely with my manager.
D)the local chapter of the Junior League
E)her customers.
Q3) 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.
Q4) In "The Value of Just Showing Up," where does Rob Keeney suggest the problem of laziness in a sales force starts?
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Chapter 16: Managing Within Your Company
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Sample Questions
Q1) Straight commission plans offer the greatest flexibility for motivating and controlling the activities of salespeople.
A)True
B)False
Q2) Katherine is developing a forecast for next year's sales of organic fertilizer by her company to the nation's retail gardening nurseries. She is assembling the sales estimates for her company's products by adding together the territory estimates provided by her salespeople. She is using _____ forecasting.
A)cumulative
B)geographic
C)statistical
D)profit quota
E)bottom-up
Q3) A draw would most likely be given a salesperson who is asked to work under a(n):
A)straight salary plan.
B)bonus plan.
C)incentive pay plan.
D)straight commission plan.
E)an artistic plan.
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Page 18
Chapter 17: Managing Your Career
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Sample Questions
Q1) Which of the following is the best source of information about industries and jobs in the career field that interests you?
A)personal sources
B)national business publications like Forbes and Business Week
C)trade publications of the industry in which you're interested
D)college placement service
E)commercial placement service
Q2) The two things to look for in a position advertisement are what the company sells and when the position starts.
A)True
B)False
Q3) If your eventual goal is upper corporate management, you should be aware that at certain levels many foreign-owned businesses prefer to staff management positions with people from their own country.
A)True
B)False
Q4) Bianca is looking for a job in publishing sales. Where can she look to find opportunities?
Q5) How is the conventional résumé organized?
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