Selling Today: Partnering to Create Value, 15e (Manning)
Chapter 1 Relationship Selling Opportunities in the Information Economy
1) The three prescriptions involved in developing a personal-selling philosophy are to adopt the
marketing concept, to assume the role of problem solver or partner in helping customers make
informed and intelligent business decisions, and to ________.
A) value personal selling
B) assess risk accurately
C) learn skills of persuasion
D) overcome objections
E) create a pipeline
Answer: A
Diff: 1
AACSB: Application of Knowledge
Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal-
selling philosophy.
Ray Sanchez began as a junior sales rep at industrial products maker DECA Corporation 10
years ago, and has worked his way up steadily to Senior Regional Sales Director for the entire
Southwest region. He is good at his job, and his greatest personal satisfaction—also the cause of
his steady rise in the company—is his ability to understand customers and their needs and to sell
them appropriate solutions. As a manager and now Senior Regional Director, Sanchez injects his
department with this same commitment to understanding the customer's needs as the key to long-
term, profitable sales relationships.
2) Sanchez's success is due largely to the fact that ________.
A) he was born with the personality of a successful salesperson and capitalized on that
B) he understood the key factors involved in becoming an excellent salesperson and worked to
develop skills to support those factors
C) he has unlimited energy and makes more cold calls than any other salesperson at his level in
the company
D) he knows how to persuade prospects to buy the products he is selling
E) men tend to be more successful at selling industrial products than women are
Answer: B
Diff: 3
AACSB: Application of Knowledge
Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal-
selling philosophy.
1
, 3) To become a successful salesperson, Sanchez had to adopt a personal-selling philosophy.
Which of the three prescriptions of that philosophy is not only a mindset but a skill that he has
practiced and honed to become successful?
A) Adopt the marketing concept
B) Value personal selling
C) Assume the role of problem solver or partner in helping customers make informed and
intelligent buying decisions
D) Focus on product knowledge and everything else will follow
E) Develop the ability to create rapport with customers so they are buying from a friend
Answer: C
Diff: 3
AACSB: Application of Knowledge
Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal-
selling philosophy.
Roni Harris is a college student in the business department of her local university. She came in to
college thinking she wanted to become an accounting major, but discovered that she is interested
in product marketing and sales.
4) What essential quality will Roni need to have to be successful in sales?
A) She will need to enjoy interacting with potential customers and customers.
B) She will need to enjoy making money.
C) She will need to enjoy creating branding and marketing campaigns for products.
D) She will need to enjoy servicing customers who have purchased the product from the
company.
E) She will need to enjoy competing fiercely with other salespeople for sales and commissions.
Answer: A
Diff: 3
AACSB: Application of Knowledge
Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal-
selling philosophy.
5) Which of these attributes will lead to higher customer satisfaction and the willingness to buy a
product?
A) An outgoing personality
B) A mindset that will not take no for an answer
C) Strong motivation to succeed
D) Knowledge of the customer's needs
E) Extensive product knowledge
Answer: D
Diff: 2
AACSB: Application of Knowledge
Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal-
selling philosophy.
2
Chapter 1 Relationship Selling Opportunities in the Information Economy
1) The three prescriptions involved in developing a personal-selling philosophy are to adopt the
marketing concept, to assume the role of problem solver or partner in helping customers make
informed and intelligent business decisions, and to ________.
A) value personal selling
B) assess risk accurately
C) learn skills of persuasion
D) overcome objections
E) create a pipeline
Answer: A
Diff: 1
AACSB: Application of Knowledge
Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal-
selling philosophy.
Ray Sanchez began as a junior sales rep at industrial products maker DECA Corporation 10
years ago, and has worked his way up steadily to Senior Regional Sales Director for the entire
Southwest region. He is good at his job, and his greatest personal satisfaction—also the cause of
his steady rise in the company—is his ability to understand customers and their needs and to sell
them appropriate solutions. As a manager and now Senior Regional Director, Sanchez injects his
department with this same commitment to understanding the customer's needs as the key to long-
term, profitable sales relationships.
2) Sanchez's success is due largely to the fact that ________.
A) he was born with the personality of a successful salesperson and capitalized on that
B) he understood the key factors involved in becoming an excellent salesperson and worked to
develop skills to support those factors
C) he has unlimited energy and makes more cold calls than any other salesperson at his level in
the company
D) he knows how to persuade prospects to buy the products he is selling
E) men tend to be more successful at selling industrial products than women are
Answer: B
Diff: 3
AACSB: Application of Knowledge
Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal-
selling philosophy.
1
, 3) To become a successful salesperson, Sanchez had to adopt a personal-selling philosophy.
Which of the three prescriptions of that philosophy is not only a mindset but a skill that he has
practiced and honed to become successful?
A) Adopt the marketing concept
B) Value personal selling
C) Assume the role of problem solver or partner in helping customers make informed and
intelligent buying decisions
D) Focus on product knowledge and everything else will follow
E) Develop the ability to create rapport with customers so they are buying from a friend
Answer: C
Diff: 3
AACSB: Application of Knowledge
Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal-
selling philosophy.
Roni Harris is a college student in the business department of her local university. She came in to
college thinking she wanted to become an accounting major, but discovered that she is interested
in product marketing and sales.
4) What essential quality will Roni need to have to be successful in sales?
A) She will need to enjoy interacting with potential customers and customers.
B) She will need to enjoy making money.
C) She will need to enjoy creating branding and marketing campaigns for products.
D) She will need to enjoy servicing customers who have purchased the product from the
company.
E) She will need to enjoy competing fiercely with other salespeople for sales and commissions.
Answer: A
Diff: 3
AACSB: Application of Knowledge
Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal-
selling philosophy.
5) Which of these attributes will lead to higher customer satisfaction and the willingness to buy a
product?
A) An outgoing personality
B) A mindset that will not take no for an answer
C) Strong motivation to succeed
D) Knowledge of the customer's needs
E) Extensive product knowledge
Answer: D
Diff: 2
AACSB: Application of Knowledge
Objective: LO 1.1: Define personal-selling and describe the three prescriptions of a personal-
selling philosophy.
2
