FUNDAMENTALS OF SELLING - 2009FA (MKT12380-2009FA) > TAKE ASSESSMENT: MODULE 1 EXAM CHAPTERS 1, 2 & 3
1. What is the traditional definition for personal selling? How does the traditional definition differ from the new one in the text?
The traditional definition of personal selling is the concept of personal communication of information in hopes of persuading a prospective customer to buy a good, service, idea, or anything that satisfies the needs of that individual.
The main difference between the traditional definition and the new one used in the text is centered on the addition of the term “unselfishly”. It stresses a care for the customer and the wish to help the ...view middle of the document...
These skills allow the seller to think strategically.
Human skills – This is the seller’s ability to work with and through other people. They are considered to be a “people person” and like others and are well liked by others. Sellers who lack this skill are often considered pushy and arrogant.
Technical skills – This skill is the understanding of and the proficiency in the performing specific tasks. It involves mastery of the methods, techniques and equipment. These skills are made up of specialized knowledge, analytical ability and the competent and efficient use of the techniques, tools and methods to solve problems.
5. List the important steps in the customer relationship selling process.
• Trial Close
• Meet objections
• Trial close
• Follow up and service
6. According to the American Marketing Association, what is "marketing"?
Marketing is the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large.
7. Will believes a car is a car, and it does not matter where you buy it—he is still simply buying a method of transportation. How should a marketer respond to Will's beliefs?
Will fits the Selling Concept as opposed to the Marketing Concept. He’s likely to go to the local lot and find an automobile to fit his budget.
A marketer would ask Will a series of questions about what specifically he wants out of the car, what features he would depend on, what his main usage of the car would be for. The marketer would collect this research and from other consumers and attempt to build cars for Will and those that share his thoughts. A marketer would show Will that a car is not simply a car, and each model has different selling points.
8. Why is the design of a marketing mix so important to organizations?
It is one of the most important tools used in doing business. It determines the needs of the customer and it attempts to provide those needs to the customers.
It has a simple goal of to provide the right product at the right price, at the right time with the right promotional effort.
Lowes and Home Depot wouldn’t have a strong marketing mix if they sent their selection of snow shovels to their Miami, Florida area stores. It wouldn’t be the right product, or place, and the promotion and price wouldn’t be of much importance.
9. Define service quality.
Service quality is a subjective satisfaction assessment that customers arrive at by comparing the service level they expect an organization should deliver to the service level that they feel they receive. Customers can then compare the service quality between stores, and add that to the comparison of...