The skills required to identify, initiate, develop, and maintain profitable customer relationships ...

The skills required to identify, initiate, develop, and maintain profitable customer relationships describes:
 A) customer management relationship capabilities.
  B) market-sensing capabilities.
  C) derived demand.
  D) supply chain management.
  E) the extended enterprise.

Question 2

Which of the following are tests of memory are aimed at assessing a person's awareness or knowledge of an ad?
 a. Unaided recall
 b. Aided recall
 c. Recognition
 d. All of the above
 e. A and B

Question 3

What should the salesperson do once he/she has answered all the buyer's questions and has resolved resistance issues that have come up during the presentation?
 a. Ask the buyer to make a purchase
  b. Summarize the pertinent buying signals
  c. Check to make sure all needs have been addressed
  d. Attempt to get another appointment with the buyer
  e. None of the above

Question 4

Which of the following characteristics of business customers is true?
 A) A single purchase by a business customer is typically larger than that of an individual consumer.
  B) Demand for industrial products is derived from ultimate demand for consumer products.
  C) Relationships between business marketers tend to be close and enduring.
  D) All of the characteristics are true.
  E) Both a single purchase by a business customer is typically larger than that of an individual consumer and demand for industrial products is derived from ultimate demand for consumer products.

Question 5

Which category of data is important in marketing because it is generally thought to lead to behaviors?
 a. Awareness
 b. Attitude
 c. Knowledge
 d. Intentions
 e. Motivations

Question 6

Jeremy is interested in buying 10 cars for his company. He likes a particular car a salesperson is showing him but expresses concern about the fact that the car's engine isn't as powerful as others he was considering. Which of the following best illustrates the salesperson's use of the translation method to handle Jeremy's concern?
 a. Yes, the engine is less powerful, but the car comes with several other options you said you wanted.
  b. Because the engine is less powerful it is more fuel efficient, and that means your company will save money.
  c. You're mistaken; the engine has the same amount of power as the others you were considering.
  d. Why do you want an engine that has more power?
  e. None of the above illustrates the boomerang method.

Question 7

The factors that distinguish business marketing from consumer marketing include:
 A) the importance of promotion.
  B) the intended use of the product.
  C) the nature of the customer.
  D) all of the answer choices.
  E) both the intended use of the product and the nature of the customer.

Question 8

Which type of data is often used to cross-classify other collected data to help interpret consumers' responses?
 a. Motivations
 b. Demographic/socioeconomic characteristics
 c. Intentions
 d. Awareness/knowledge
 e. Personality/lifestyle characteristics

Question 9

Alan, a salesperson for ABC Industrial Equipment, finds most of his customers express resistance based on the fact that ABC's delivery time is one week longer than most of its competitors. Alan usually handles that resistance by reviewing with the customers all of the confirmed benefits the product provides. Alan is using the ____ method for handling resistance.
 a. Forestalling
  b. Direct denial
  c. Translation
  d. Transition
  e. Compensation

Question 10

An implication of relationship marketing is:
 A) that sellers do not require an intimate knowledge of a customer's operations.
  B) that a sale signals the beginning of a relationship, rather constituting the end result.
  C) the building of one-to-one relationships.
  D) all of the answer choices.
  E) both that a sale signals the beginning of a relationship, rather constituting the end result and the building of one-to-one relationships.