Customer Relationship Management
Mock Exam
Course Introduction
Customer Relationship Management (CRM) explores the strategies, technologies, and practices organizations use to manage interactions with current and potential customers. This course covers the fundamental principles of building and maintaining strong customer relationships, the role of data and information systems in understanding customer needs, and the integration of marketing, sales, and service functions for a unified approach. Students will analyze real-world CRM software applications, assess customer lifecycle management, and evaluate the impact of CRM on organizational growth and customer satisfaction. The course also addresses ethical considerations and emerging trends in CRM, preparing students to design and implement effective relationship management strategies in various business environments.
Recommended Textbook
Fundamentals of Selling Customers for Life through Service 13th Edition by Charles
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Page 2
Futrell
Chapter 1: The Life, Times, and Career of the Professional
Salesperson
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) People like to buy from people they know and trust,which illustrates the importance of using:
A) the Golden Rule of Selling.
B) traditional methods of selling.
C) a transactional approach to sales.
D) the trial close ahead of close.
E) an alternative sales close.
Answer: A
Q2) The sales process refers to the checklist salespeople use to prepare for addressing prospects' objections.
A)True
B)False
Answer: False
Q3) Salespeople do not need increase sales in old accounts if they are generating a sufficient quantity of new customers.
A)True
B)False
Answer: False
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Chapter 2: Relationship Marketing: Where Personal Selling Fits
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Sample Questions
Q1) Transaction selling is practiced by firms producing low-profit,low-priced products. A)True
B)False Answer: True
Q2) The purpose of business is to increase the general well-being of humankind through the sale of goods and services.
A)True
B)False Answer: True
Q3) In order for a firm to realize the full benefits of the marketing concept,that philosophy must be translated into action.This means marketing activities must be fully coordinated,well managed,and:
A) the mission statement must be time-sensitive.
B) management must have a sales volume orientation.
C) the company must rely on short-term strategic windows.
D) the chief marketing executive must be given a key role in company planning.
E) marketing goals must be customer-oriented, nonspecific, flexible, and quantitative.
Answer: D
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Chapter 3: Ethics First Then Customer Relationships
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100 Flashcards
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Sample Questions
Q1) Which term refers to the different beliefs people have about the world around them?
A) Multiculturalism
B) Social morals
C) World ethics
D) Worldview
E) Citizenship
Answer: D
Q2) Which of the following laws allows sellers to grant quantity discounts to larger buyers based on savings in manufacturing costs?
A) Clayton Act
B) Cooling-off laws
C) Robinson-Patman Act
D) Green River ordinances
E) Civil Rights Act
Answer: C
Q3) The right to be free of sexual harassment is a part of the 1980 EEOC guidelines.
A)True
B)False
Answer: True
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Page 5
Chapter 4: The Psychology of Selling: Why People Buy
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Sample Questions
Q1) Describe the three stages in the stimulus-response model of buyer behavior.
Q2) Briefly describe the FAB selling technique.Show how a salesperson could use the FAB technique to sell a can of regular cola.
Q3) The salesperson should answer the prospect's question of "What's in it for me?" with a product advantage.
A)True
B)False
Q4) The initial task of a salesperson when first meeting a potential customer is to differentiate between important buying needs and needs of lesser or no importance.
A)True
B)False
Q5) Before developing a sales presentation,a salesperson should consider what psychological factors may influence the buyer's decision.
A)True
B)False
Q6) What are the three types of buying situations? Describe each.
Q7) Why is it important to emphasize benefits to a prospective buyer?
Q8) What is the value of technology in selling?
Page 6
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Chapter 5: Communication for Relationship Building: Its Not
All Talk
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Sample Questions
Q1) A flower distributor asked the Fresh Farms sales representative if the company had any red roses in stock.The sales representative listed six varieties of red roses and 27 varieties of reddish-pink roses that Fresh Farms had available.The sales representative most likely forgot to follow the:
A) L-O-C-A-T-E rule.
B) SELL sequence.
C) Golden Rule.
D) SWOT analysis.
E) KISS rule.
Q2) A salesperson's persuasive abilities are improved with an enthusiastic attitude and effective proof statements.
A)True
B)False
Q3) Acceptance signals indicate that the buyer is favorably inclined toward the salesperson and the sales presentation.
A)True
B)False
Q4) Give three examples of probing questions that could be asked by someone selling new cars.
7
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Chapter 6: Sales Knowledge: Customers, Products, technologies
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Sample Questions
Q1) Which of the following is NOT a feature associated with electronic calendar management?
A) Links scheduled events with accounts
B) Assigns relative priorities to items listed
C) Automatically checks for scheduling conflicts
D) Reduces time management errors
E) Includes product order history
Q2) Briefly distinguish between the Internet and the World Wide Web.
Q3) Surfing the Internet primarily refers to:
A) exploring sites found on the Web.
B) creating links between Web sites.
C) participating in online chat rooms.
D) accessing the Internet on a PDA.
E) purchasing a license for Internet access.
Q4) Shelf facings are defined as the:
A) number of products of a particular manufacturer in a retail outlet.
B) number of individual POP displays placed within a retail store.
C) physical placement of the product within the retail store.
D) total number of products in a retail outlet.
E) number of individual products placed beside each other on a retailer's shelf.
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Chapter 7: Prospecting the Lifeblood of Selling
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Sample Questions
Q1) A salesperson successfully using the endless referral chain method of prospecting most likely:
A) never leaves a sales call without at least two referrals.
B) asks customers to set up future appointments with referrals.
C) asks customers to become members of local sales lead clubs.
D) receives customer referrals primarily from orphaned customers.
E) spends time building relationships with customers to get future referrals.
Q2) Abel,a teenager,is trying to earn money by operating a dog walking service.Abel is knocking on the door of every dog owner within a six-block radius of his house and asking if the homeowner would like to use his service.Abel is using the _____ method of prospecting.
A) public demonstration
B) group
C) referral
D) cold canvass
E) endless chain
Q3) In a sales training class,Evan was told never to ask a current customer about anyone else who could use the products he sold.He was also told that referrals were important to his success as a salesperson.Explain to Evan how the two statements do not contradict each other.
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Chapter 8: Planning the Sales Call Is a Must
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Sample Questions
Q1) What is the gap between sellers and buyers? How can the gap be bridged?
Q2) Which term refers to a formal relationship between a salesperson and a customer for the purpose of pursuing mutual goals?
A) Transactional relationship
B) Exchange-oriented dependency
C) Symbiotic relationship
D) Strategic customer relationship
E) Joint decision-making alliance
Q3) Planning is synonymous with the approach stage of the sales process.
A)True
B)False
Q4) The sales call objective should be directly beneficial to the customer.
A)True
B)False
Q5) A SMART sales call objective is specific,measurable,actionable,reliable,and temporary.
A)True B)False
Q6) List four reasons why a salesperson should carefully plan his/her sales call.
Q7) What are the four steps involved in creating a customer benefit plan?
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Chapter 9: Carefully Select Which Sales Presentation
Method to Use
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Sample Questions
Q1) What is the primary factor that differentiates the four sales presentation methods?
A) Type of customer
B) Number of decision-makers
C) Type and cost of product or service
D) Measurability of the sales call objective
E) Amount of communication controlled by the salesperson
Q2) A disadvantage of the memorized sales presentation is that it moves very slowly in most cases.
A)True
B)False
Q3) Robert,a sales representative for JBR International,is giving a group sales presentation.Robert has gone through the opening steps of establishing the credibility of JBR.What should Robert most likely do next?
A) Provide an overview of the firm's growth
B) Use visual aids to discuss proposal specifics
C) Discuss the price for implementing the proposal
D) Gather input about the criteria for making a purchase
E) Summarize the short-term and long-term benefits of the product
Q4) What are the two assumptions on which a memorized presentation is based?
Page 11
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Chapter 10: Begin Your Presentation Strategically
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Sample Questions
Q1) According to the text,as a salesperson,you will most likely earn the right to a prospect's time and serious attention by:
A) working for a large, reputable organization.
B) exhibiting specific product knowledge.
C) ignoring sales presentation interruptions.
D) being on time for all appointments.
E) using creative imagery.
Q2) "Do you know that you could save almost $100 if you purchase your airplane tickets through Global Vision Travel Agency?" asked the travel agent to the young couple planning their honeymoon trip to Europe.What kind of an approach was the travel agent using?
A) Product
B) Customer benefit
C) Premium
D) Demonstration
E) Complimentary
Q3) Why is the product not mentioned in the SPIN approach?
Q4) In the sales process,what is the approach? What occurs during the approach? What is the significance of this step in the sales process?
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Chapter 11: Elements of a Great Sales Presentation
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Sample Questions
Q1) To maintain the spontaneity of presentation,professional salespeople do not rehearse the presentation.
A)True
B)False
Q2) Imagine that you are trying to sell baby furniture to a daycare owner.You are in the midst of your presentation when one of your prospect's employees enters the room to talk about a sick child.After a 10-minute conversation,the employee leaves.The daycare owner turns to you and says,"Now what were we discussing?" You should:
A) briefly restate the selling points in which the daycare owner was most interested.
B) continue with the rest of the presentation after some small talk.
C) continue the presentation from where you stopped.
D) offer to reschedule your appointment.
E) start your presentation from scratch.
Q3) Although salespeople sell different products in different ways,the elements of the sales presentation mix should be used in an equal proportion.
A)True
B)False
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13
Chapter 12: Welcome Your Prospects Objections
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Sample Questions
Q1) The two broad categories of objections are ____,which can never be solved and ____,which can be answered.
A) potential; actual
B) hopeless; answerable
C) superficial; actual
D) feigned; real
E) generic; specialized
Q2) Most objections can be easily rephrased into questions.
A)True
B)False
Q3) "I would prefer to buy a used SUV rather than the new models you are selling." This is an example of product objection.
A)True
B)False
Q4) A hopeless objection is one that cannot be solved or answered by the salesperson.
A)True
B)False
Q5) Why is postponing an objection necessary sometimes?
Q6) How can salespeople use technology when responding to objections?
Page 14
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Chapter 13: Closing Begins the Relationship
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Sample Questions
Q1) Amanda is a B2B salesperson.She believes that the modified balance sheet close is best suited to sell her products.Amanda would most likely avoid:
A) openly listing the benefits of her products to prospects.
B) reminding the prospect of negative product attributes.
C) using technological aids for her presentations.
D) group presentations involving multiple buyers.
E) describing technical specifications of products.
Q2) How can today's salespeople integrate technology into the close?
Q3) Salespeople should not attempt to close a sale before completing the sales presentation.
A)True
B)False
Q4) "Will you need one box of nails or two to go with those roofing shingles?" is an example of an alternative-choice close.
A)True
B)False
Q5) The T-account close is also called the minor-points close.
A)True
B)False
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Chapter 14: Service and Follow-Up for Customer Retention
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Sample Questions
Q1) After a sale has been made,there is no need for the salesperson to maintain relations with the customer.
A)True
B)False
Q2) A buyer and seller who are at the first stage of business friendship are called acquaintances.
A)True
B)False
Q3) Identify and define the three levels of customer relationship marketing.
Q4) The three levels of customer relationship selling are transformation selling,relationship selling,and partnering.
A)True
B)False
Q5) According to the text,nothing destroys a relationship with a customer faster than not following through on promises.
A)True
B)False
Q6) Explain how customer service increases sales for a salesperson.What are some examples of providing excellent customer service?
Page 16
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Chapter 15: Time, Territory, and Self-Management: Keys to Success
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Sample Questions
Q1) The process of applying different selling strategies to different customers and prospects is known as the account segmentation approach.
A)True
B)False
Q2) During a(n)salesperson's ____,the salesperson's actual performance is compared with the preset performance standards for the sales territory.
A) territorial evaluation
B) MBO review
C) break-even analysis
D) ELMS review
E) market audit
Q3) Which of the following would be a good rule for salespeople to follow in handling their paperwork?
A) Avoid paperwork so that more time is available for sales presentations.
B) Politely interrupt a sales interview to get paperwork finished.
C) Finish paperwork during non-selling times and evenings.
D) Manage paperwork on a once-a-month basis.
E) Handle paperwork throughout the day.
Q4) List and explain the two general approaches to account analysis.
Page 17
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Chapter 16: Planning, Staffing, and Training Successful Salespeople
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Sample Questions
Q1) Steven Howard feels overwhelmed by his new job as a district sales manager.This is the first stage of transformation for someone who has just been promoted from salesperson to sales manager.
A)True
B)False
Q2) _____ is defined as the management function of establishing a broad outline for goals,policies,and procedures that will accomplish the objectives of the organization.
A) Planning
B) Evaluating
C) Training
D) Directing
E) Staffing
Q3) How does recruitment differ from selection?
Q4) Which approach to sales training would most likely include case studies?
A) Lecturing
B) Role playing
C) Discussion
D) Discovery
E) Practical
Page 18
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Chapter 17: Motivation, Compensation, Leadership, and Evaluation of Salespeople
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Sample Questions
Q1) Morgan-Hunt Agency,a financial investment company,pays $300 to each of its salespersons as a year-end bonus,regardless of productivity.This is an example of a(n):
A) nonperformance bonus.
B) drawing account plan.
C) advance commission.
D) team-selling bonus.
E) across-the-board bonus.
Q2) A straight salary compensation plan tends to increase work norms within the sales group.
A)True
B)False
Q3) Which of the following statements about a commission plan is most likely true?
A) Employee loyalty to the firm increases.
B) Selling costs are kept in proportion to sales.
C) Recruiting costs are significantly decreased.
D) Salespeople strive to complete nonselling tasks.
E) Team selling and territory splitting are encouraged.
Q4) What is straight salary compensation plan? What are the disadvantages associated with the straight salary compensation plan?
Page 19
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