Firms possessing certain core competencies are more likely to create competitive advantages based on these competencies. However, before a competitive advantage can be translated into specific customer benefits, the firm's __________ must recognize that its competencies give it an advantage over the competition.
A) management
B) target markets
C) shareholders
D) employees
E) strategic partners
Question 2In the context of sales communication, which of the following is an advantage of having effective trust-based sales communication skills?
A) They assist the buyers and the salespeople in coming to an agreement.
B) They allow salespeople to identify buyers' needs and accurately convey proposed solutions.
C) They make it easier for the salesperson to communicate with the buying organization.
D) They ensure that the salesperson gets the most out of the selling conversation.
E) They allow the buyer to maintain a subtle level of control in the selling conversation.
Question 3Concerning business-to-business advertising media, the publications Purchasing, Advertising Age, and Materials Handling Engineering would be classified as a:
A) specialty publication.
B) target publication.
C) horizontal publication.
D) vertical publication.
E) common publication.
Question 4Differentiation approaches such as competence, courtesy, reliability, and responsiveness are forms of _____ differentiation.
A) product
B) personnel
C) image
D) service
E) satisfaction
Question 5Microsoft's Windows platform dominates the market for personal computer operating systems. By continuously upgrading and stretching the technology underlying its Windows system, Microsoft is pursuing a strategy of:
A) customer intimacy.
B) product leadership.
C) operational excellence.
D) total quality management.
E) technological leadership.
Question 6The purpose of trust-based sales communication is:
A) to allow the salesperson to dominate and control a selling conversation.
B) to seek the buyer's commitment.
C) to get an order from the buyer.
D) to reach an understanding between the buyer and the seller.
E) to achieve an agreement between the buyer and the seller.
Question 7Concerning business-to-business advertising media, _____ publications are directed at a specific industry and may be read by everyone from foreman to company president.
A) common
B) specialty
C) horizontal
D) vertical
E) target
Question 8The plan for differentiating the firm from its competitors in consumers' eyes is referred to as the firm's:
A) communication mix.
B) positioning strategy.
C) publicity plan.
D) public relations position.
E) target marketing.
Question 9By focusing on efficiency of operations and processes, lower costs, and delivering good value, Southwest Airlines attempts to build a competitive advantage based on:
A) production orientation.
B) customer intimacy.
C) process improvement.
D) operational excellence.
E) strategic efficiency.
Question 10A falling pitch during a message is associated with questions and can often be perceived as reflecting uncertainty.
Indicate whether the statement is true or false
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