Which of the following best describes the purpose of the SPIN (situation questions, problem questions, implication questions, and need-payoff questions) questioning system?
To encourage buyers to disclose personal and business information
A) To involve the buyer in the sales presentation
B) To uncover a buyer's inherent problems
C) To make salespeople less averse to rejection
D) To gain the buyer's commitment to a purchase
E)
Question 2The Objective-Task method addresses the major problem of the rule-of-thumb methods by applying funds to accomplish a specific goal:
A) so that advertising is a determinant of those results.
B) so that advertising is a consequence of those results.
C) because the manager does not have to have some knowledge or instinct for the proper relationship between expenditure level and communication response.
D) none of the answer choices.
Question 3Which of the following is NOT a SMART term?
A) specific
B) measurable
C) achievable
D) relevant
E) transformative
Question 4Discuss each of the three competitive advantage strategies (operational excellence, product leadership, customer intimacy) and explain why most firms pursue only one of these strategies.
Question 5Which of the following is true of strategic questions?
A) Strategic questions are used by salespeople to dominate conversations and interactions with buyers.
B) Strategic questions make it easier for the salesperson to assume what the buyer has said.
C) Strategic questions use complex and indirect questions to gain the buyer's commitment.
D) Strategic questions make the salesperson rely more on spontaneity while questioning the buyer.
E) Strategic questions stimulate buyers and salespeople to think thoroughly and pragmatically.
Question 6Which of the following statements regarding advertising expenditures is incorrect?
A) Because advertising is a relatively large part of the total marketing budget for business firms, managers tend to follow simple rules of thumb (e.g., allocate 1 of sales to advertising).
B) The fundamental problem with percentage-of-sales rules is that they implicitly make advertising a consequence rather than a determinant of sales and profits.
C) Percentage-of-sales rules suggest that the business advertiser reduce advertising when sales volumes decline.
D) The decision to match the competition's level of advertising spending is an example of a rule of thumb philosophy.
Question 7What is the first step in managing the service communication process?
A) Select target markets.
B) Establish communication objectives.
C) Set communication budget.
D) Formulate positioning strategy.
E) Establish the message.
Question 8In terms of setting goals and objectives, what is considered to be one of the major benefits gained from applying for the Malcolm Baldrige National Quality Award?
A) It promotes the development of discontinuous objectives.
B) It helps the firm to set objectives that are difficult for competitors to copy.
C) It helps the firm to focus solely on customer requirements.
D) It promotes the development of goals that are consistent with the firm's mission.
E) It allows the firm the freedom to pursue other strategic initiatives.
Question 9_____ are questions that refer to or directly result from information the other party previously provided.
A) Dichotomous questions
B) Evaluative questions
C) Tactical questions
D) Probing questions
E) Reactive questions
Question 10An advertising objective must:
A) specify what is to be achieved and when.
B) be measurable.
C) be realistic.
D) all of the answer choices.
E) both specify what is to be achieved and when and be realistic.
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