University:
University of Alabama
Course:
MKT 487 | Strategic Marketing
Academic year:

2022
Views:

385

Pages:

3
Author:

Maverick Martin

Chapter 7 Product-Selling Strategies That Add Value 7.1 True/False Questions 1) Salespeople at the dealer level can play an important role in positioning an automobile for competitive advantage. Answer: TRUE Diff: 1 Objective: LO1 2) People buy products if they fulfill a problem-solving need. Answer: TRUE Diff: 1 Objective: LO2 3) Salespeople have assumed an important and expanding role in differentiating products. Answer: TRUE Diff: 1 Objective: LO3 4) Advertising directed toward a mass market is usually a good way to position a complex prod-uct. Answer: FALSE Diff: 2 Objective: LO3 5) In most cases, the same sales strategy is used to sell a new and emerging product as a mature, wellestablished product. Answer: FALSE Diff: 2 Objective: LO3 6) Mature and well-established products are usually characterized by intense competition as new brands enter the market. Answer: TRUE Diff: 2 Objective: LO3 7) Pricing decisions are made primarily during the introductory stage of the product life cycle and rarely change. Answer: FALSE Diff: 2 Objective: LO4 8) A potential consequence of using low-price tactics is lower profits. Answer: TRUE Diff: 2 Objective: LO3 9) For a growing number of customers, short-term savings that result from low prices are more important than long-term value. Answer: FALSE Diff: 2 Objective: LO4 10) Today, the primary goal of the value-added concept is to add value by lowering the price of the product. Answer: FALSE Diff: 1 Objective: LO5 11) Value creation during the transactional sale is considerable. Answer: FALSE Diff: 2 Objective: LO5 12) The generic product is the basic, substantive product you are selling. Answer: TRUE Diff: 1 Objective: LO5 13) Positioning is the set of benefits and values the company promises to deliver to customers to satisfy their needs. Answer: FALSE Diff: 1 Objective: LO1 14) The value-added product exists when salespeople meet the customer's expectation. Answer: FALSE Diff: 1 Objective: LO5 15) Potential products are more likely to be developed by salespeople who regularly interact with customers. Answer: TRUE Diff: 2 Objective: LO5