Marketing 3410 Chapter 1
Personal Selling - correct answer an important part of marketing; relies heavily on
interpersonal interactions between buyers and sellers to initiate, develop, and
enhance customer relationships
The interpersonal communications dimension sets personal selling apart from other
marketing communications that are directed at mass markets - correct answer What
is the difference between personal selling and other marketing communications?
high degree of immediate customer feedback - correct answer What is a strong
advantage of personal selling over most other forms of marketing communications?
personal selling - correct answer What is the most important part of marketing
communications for most businesses?
Trust-based relationship selling - correct answer a form of personal selling that
requires that salespeople earn customer trust and that their selling strategy meets
customer needs and contributes to the creation, communication, and delivery of
customer value
Customer value - correct answer determined by customers' perception of what they
get in exchange for what they have to give up
sales dialogue - correct answer the series of conversations between buyers and
sellers that take place over time in an attempt to build relationships
sales professionalism - correct answer requires a customer-oriented sales approach
that uses truthful, non-manipulative tactics to satisfy the long-term needs of both
the customer and the selling firm
1. operating from a substantial knowledge base
2. making a significant contribution to society
