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Classroom Classroom Response Response
System System ContentContent
to accompany
Anderson/Dubinsky/Mehta
Personal Selling, 2nd ed.
CHAPTER 9
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 2
Instructor NotesInstructor Notes
All content comes from ACE quizzes and the test bank.
“Notes page ” view displays exact source of content.
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 3
Question 1Question 1
That buyers and sellers negotiate in an arms-length,
opportunistic manner that best advances their own
interests is represented by
a) relationship selling
b) strategic partnerships
c) cross-sectional selling
d) transactional selling
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 4
Question 1Question 1
That buyers and sellers negotiate in an arms-length,
opportunistic manner that best advances their own
interests is represented by
a) relationship selling
b) strategic partnerships
c) cross-sectional selling
d) transactional selling *Correct Answer
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 5
Question 2Question 2
Viewed along a continuum of interactions, which of the
following buyer-seller interactions appears on the high
end of the spectrum?
a) Transactional selling
b) Relationship selling
c) Systematic selling
d) Strategic partnerships
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 6
Question 2Question 2
Viewed along a continuum of interactions, which of the
following buyer-seller interactions appears on the high
end of the spectrum?
a) Transactional selling
b) Relationship selling
c) Systematic selling
d) Strategic partnerships *Correct Answer
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 7
Question 3Question 3
Achieving both customer satisfaction and customer
loyalty by providing value-added customer service and
sales support activities is the focus of
a) Transactional selling
b) Strategic Partnerships
c) Bilateral selling
d) Relationship selling
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 8
Question 3Question 3
Achieving both customer satisfaction and customer
loyalty by providing value-added customer service and
sales support activities is the focus of
a) Transactional selling
b) Strategic Partnerships
c) Bilateral selling
d) Relationship selling *Correct Answer
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 9
Question 4Question 4
_______ manifest(s) extremely high levels of collaboration (cooperation), equality, shared visions, benefits and goals, and very high levels of trust.
a) Strategic partnerships
b) Transactional selling
c) Relationship selling
d) Implosive selling
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 10
Question 4Question 4
_______ manifest(s) extremely high levels of collaboration (cooperation), equality, shared visions, benefits and goals, and very high levels of trust.
a) Strategic partnerships *Correct Answer
b) Transactional selling
c) Relationship selling
d) Implosive selling
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 11
Question 5Question 5
The performance of value-added activities designed to
enhance and facilitate the sale and fully satisfying use of
a product before, during, and after the sale refers to
a) Customer satisfaction
b) Customer retention
c) Customer loyalty
d) Customer service
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 12
Question 5Question 5
The performance of value-added activities designed to
enhance and facilitate the sale and fully satisfying use of
a product before, during, and after the sale refers to
a) Customer satisfaction
b) Customer retention
c) Customer loyalty
d) Customer service *Correct Answer
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 13
Question 6Question 6
_______ is typically defined as the result of an evaluative process that contrasts prepurchase expectations with perceptions of performance during and after the consumption experience.
a) Customer satisfaction
b) Customer loyalty
c) Customer service
d) Customer retention
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 14
Question 6Question 6
_______ is typically defined as the result of an evaluative process that contrasts prepurchase expectations with perceptions of performance during and after the consumption experience.
a) Customer satisfaction *Correct Answer
b) Customer loyalty
c) Customer service
d) Customer retention
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 15
Question 7Question 7
Which of the following is not among the five dimensions of service quality?
a) Customer service
b) Assurance
c) Tangibility
d) Empathy
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 16
Question 7Question 7
Which of the following is not among the five dimensions of service quality?
a) Customer service *Correct Answer
b) Assurance
c) Tangibility
d) Empathy
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 17
Question 8Question 8
In handling customer complaints, salespeople should do
all the following except
a) do not offer excuses for service problems or criticize their company’s service personnel.
b) avoid any problem solutions that will make sales unprofitable.
c) thank customers for voicing their complaints.
d) welcome complaints as opportunities to improve relationships with customers.
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 18
Question 8Question 8
In handling customer complaints, salespeople should do
all the following except
a) do not offer excuses for service problems or criticize their company’s service personnel.
b) avoid any problem solutions that will make sales unprofitable. *Correct Answer
c) thank customers for voicing their complaints.
d) welcome complaints as opportunities to improve relationships with customers.
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 19
Question 9Question 9
The old definition of marketing reflected customer perspectives and emphasizes relationships, whereas the new definition shifts more toward seller perspectives and
transactional approaches.
a) T
b) F
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 20
Question 9Question 9
The old definition of marketing reflected customer perspectives and emphasizes relationships, whereas the new definition shifts more toward seller perspectives and
transactional approaches.
a) T
b) F *Correct Answer
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 21
Question 10Question 10
Tangibility is the willingness to provide prompt service and help customers.
a) T
b) F
Copyright © Houghton Mifflin Company. All rights reserved. Chapter 9 | Slide 22
Question 10Question 10
Tangibility is the willingness to provide prompt service and help customers.
a) T
b) F *Correct Answer
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