Sales- en Relatiemanagement (Hogeschool van
Amsterdam – Commerciële Economie) Sales &
Relationship Management Study Bundle – Latest Version
2025 (HvA – Commercial Economics)
Theme 1: Fundamentals of Selling & The Sales Process
1. What is the primary goal of the "Prospecting" stage in the sales process?
a) Closing the deal
b) Identifying potential customers ✓
c) Negotiating the price
d) Presenting the product
2. The "SPIN Selling" model is a method focused on:
a) Product features and benefits
b) Asking situational, problem, implication, and need-payoff questions ✓
c) Closing techniques
d) Social media marketing
3. Which of the following is a key activity in the "Approach" stage?
a) Qualifying leads
b) Handling objections
c) Making a good first impression and building rapport ✓
d) Preparing an invoice
4. In the context of sales, what does "AIDA" stand for?
a) Attention, Interest, Desire, Action ✓
b) Analyze, Identify, Develop, Act
c) Approach, Inquire, Demonstrate, Agree
d) Always Increase Deal Amounts
5. A "Value Proposition" is best described as:
a) The cheapest price on the market
b) A promise of the value a product or service will deliver to the customer ✓
c) The company's mission statement
d) The salesperson's commission structure
, 6. The final stage of the classic sales process is:
a) Prospecting
b) Presentation
c) Follow-up ✓
d) Approach
7. What is the main purpose of a "Pre-call Plan"?
a) To set the final price
b) To prepare for the sales interaction by researching the prospect and setting objectives
✓
c) To design a marketing campaign
d) To schedule all meetings for the month
8. "Closing the sale" fundamentally means:
a) Ending the meeting on time
b) Getting the customer to agree to the purchase ✓
c) Finalizing the product design
d) Shutting down a competitor's offer
9. Which is a common method for handling price objections?
a) Immediately lowering the price
b) Emphasizing the value and return on investment (ROI) ✓
c) Ignoring the comment
d) Criticizing the competitor's product
10. The "Demonstration" stage in sales is most effective when it:
a) Shows as many features as possible
b) Is tailored to solve the specific problems of the customer ✓
c) Is kept as short as possible
d) Uses complex, technical language
Theme 2: Relationship Management & CRM
11. Customer Relationship Management (CRM) is best defined as:
a) A database for storing customer emails
b) A strategy for managing a company's interactions with current and potential
customers ✓
c) A software for accounting
d) The process of firing unprofitable customers
,12. What is the primary goal of Relationship Marketing?
a) To maximize the profit from a single transaction
b) To build long-term, mutually beneficial relationships with customers ✓
c) To reduce marketing costs
d) To automate the sales process
13. The "Customer Lifetime Value" (CLV) metric is important because it:
a) Measures the cost of acquiring a new customer
b) Predicts the total revenue a business can expect from a single customer account ✓
c) Calculates a customer's credit score
d) Determines the price of a product
14. Which of these is a key benefit of a CRM system for a salesperson?
a) Automatically writing emails for the salesperson
b) Tracking customer interactions and managing the sales pipeline ✓
c) Replacing the need for a sales team
d) Guaranteeing customer satisfaction
15. The concept of "Customer Loyalty" is most directly strengthened by:
a) Consistent high-quality service and meeting customer expectations ✓
b) Offering the lowest price in the market
c) Frequent cold calling
d) Having a large product range
16. What does the "R" in the RFM model (used in CRM analysis) stand for?
a) Revenue
b) Recency ✓
c) Relationship
d) Return
17. A key account management strategy is typically used for:
a) All customers equally
b) New, unproven leads
c) The company's most important and profitable customers ✓
d) Customers who have complained
18. The "Churn Rate" refers to:
a) The rate at which customers are acquired
b) The percentage of customers who stop using a company's product or service over a
period ✓
, c) The rate of employee turnover
d) The speed of a manufacturing process
19. Building trust in a B2B relationship is crucial because it:
a) Allows for higher prices without justification
b) Reduces the need for a contract
c) Fosters collaboration, loyalty, and long-term commitment ✓
d) Is a legal requirement
20. The "Service-Profit Chain" model establishes a relationship between:
a) Employee satisfaction and customer loyalty ✓
b) Production costs and sales volume
c) Marketing spend and website traffic
d) Tax rates and profit margins
Theme 3: Strategic Sales & Key Account Management
21. What is the primary focus of Key Account Management (KAM)?
a) To acquire as many new small accounts as possible
b) To maximize the value of strategic, high-potential customer relationships ✓
c) To manage customer service complaints
d) To oversee the entire sales department
22. In the KAM context, a "Strategic Account" is one that:
a) Has been a customer for the longest time
b) Is critical to the seller's current and future financial success ✓
c) Always pays on time
d) Is located in a foreign country
23. The "Bowman's Strategy Clock" is used to analyze:
a) Customer personality types
b) Competitive positioning and generic strategies ✓
c) The efficiency of a sales team
d) The timing of market entry
24. A "Value-based Selling" approach focuses on:
a) Undercutting competitor prices
b) Demonstrating the economic and business value a solution provides ✓
Amsterdam – Commerciële Economie) Sales &
Relationship Management Study Bundle – Latest Version
2025 (HvA – Commercial Economics)
Theme 1: Fundamentals of Selling & The Sales Process
1. What is the primary goal of the "Prospecting" stage in the sales process?
a) Closing the deal
b) Identifying potential customers ✓
c) Negotiating the price
d) Presenting the product
2. The "SPIN Selling" model is a method focused on:
a) Product features and benefits
b) Asking situational, problem, implication, and need-payoff questions ✓
c) Closing techniques
d) Social media marketing
3. Which of the following is a key activity in the "Approach" stage?
a) Qualifying leads
b) Handling objections
c) Making a good first impression and building rapport ✓
d) Preparing an invoice
4. In the context of sales, what does "AIDA" stand for?
a) Attention, Interest, Desire, Action ✓
b) Analyze, Identify, Develop, Act
c) Approach, Inquire, Demonstrate, Agree
d) Always Increase Deal Amounts
5. A "Value Proposition" is best described as:
a) The cheapest price on the market
b) A promise of the value a product or service will deliver to the customer ✓
c) The company's mission statement
d) The salesperson's commission structure
, 6. The final stage of the classic sales process is:
a) Prospecting
b) Presentation
c) Follow-up ✓
d) Approach
7. What is the main purpose of a "Pre-call Plan"?
a) To set the final price
b) To prepare for the sales interaction by researching the prospect and setting objectives
✓
c) To design a marketing campaign
d) To schedule all meetings for the month
8. "Closing the sale" fundamentally means:
a) Ending the meeting on time
b) Getting the customer to agree to the purchase ✓
c) Finalizing the product design
d) Shutting down a competitor's offer
9. Which is a common method for handling price objections?
a) Immediately lowering the price
b) Emphasizing the value and return on investment (ROI) ✓
c) Ignoring the comment
d) Criticizing the competitor's product
10. The "Demonstration" stage in sales is most effective when it:
a) Shows as many features as possible
b) Is tailored to solve the specific problems of the customer ✓
c) Is kept as short as possible
d) Uses complex, technical language
Theme 2: Relationship Management & CRM
11. Customer Relationship Management (CRM) is best defined as:
a) A database for storing customer emails
b) A strategy for managing a company's interactions with current and potential
customers ✓
c) A software for accounting
d) The process of firing unprofitable customers
,12. What is the primary goal of Relationship Marketing?
a) To maximize the profit from a single transaction
b) To build long-term, mutually beneficial relationships with customers ✓
c) To reduce marketing costs
d) To automate the sales process
13. The "Customer Lifetime Value" (CLV) metric is important because it:
a) Measures the cost of acquiring a new customer
b) Predicts the total revenue a business can expect from a single customer account ✓
c) Calculates a customer's credit score
d) Determines the price of a product
14. Which of these is a key benefit of a CRM system for a salesperson?
a) Automatically writing emails for the salesperson
b) Tracking customer interactions and managing the sales pipeline ✓
c) Replacing the need for a sales team
d) Guaranteeing customer satisfaction
15. The concept of "Customer Loyalty" is most directly strengthened by:
a) Consistent high-quality service and meeting customer expectations ✓
b) Offering the lowest price in the market
c) Frequent cold calling
d) Having a large product range
16. What does the "R" in the RFM model (used in CRM analysis) stand for?
a) Revenue
b) Recency ✓
c) Relationship
d) Return
17. A key account management strategy is typically used for:
a) All customers equally
b) New, unproven leads
c) The company's most important and profitable customers ✓
d) Customers who have complained
18. The "Churn Rate" refers to:
a) The rate at which customers are acquired
b) The percentage of customers who stop using a company's product or service over a
period ✓
, c) The rate of employee turnover
d) The speed of a manufacturing process
19. Building trust in a B2B relationship is crucial because it:
a) Allows for higher prices without justification
b) Reduces the need for a contract
c) Fosters collaboration, loyalty, and long-term commitment ✓
d) Is a legal requirement
20. The "Service-Profit Chain" model establishes a relationship between:
a) Employee satisfaction and customer loyalty ✓
b) Production costs and sales volume
c) Marketing spend and website traffic
d) Tax rates and profit margins
Theme 3: Strategic Sales & Key Account Management
21. What is the primary focus of Key Account Management (KAM)?
a) To acquire as many new small accounts as possible
b) To maximize the value of strategic, high-potential customer relationships ✓
c) To manage customer service complaints
d) To oversee the entire sales department
22. In the KAM context, a "Strategic Account" is one that:
a) Has been a customer for the longest time
b) Is critical to the seller's current and future financial success ✓
c) Always pays on time
d) Is located in a foreign country
23. The "Bowman's Strategy Clock" is used to analyze:
a) Customer personality types
b) Competitive positioning and generic strategies ✓
c) The efficiency of a sales team
d) The timing of market entry
24. A "Value-based Selling" approach focuses on:
a) Undercutting competitor prices
b) Demonstrating the economic and business value a solution provides ✓
