现代销售学创造顾客价值（第11版）_2.docVIP

PAGE 84 ? Part III PAGE PAGE 96Copyright ? 2010 Pearson Education, Inc. Publishing as Prentice Hall 82Part IVANSWERS TOEND-OF-CHAPTERACTIVITESIncluded in this section are answers to selected end-of-chapter exercises. Answers are provided for all review questions, application exercises (including the Internet assignments), and case problems (including video case problems in Chapters 1, 3, 5, 7, 9, 10, 11, 12, 13, and 14). In addition, a brief description of each role-play is provided.Not included in this section are answers to the CRM Application Exercises and CRM Case Study. The answers to these end-of-chapter exercises are found in Part IX Customer Relationship Management (Sales Automation). Copies of all computer printouts including the entire Prospect Database are presented there.Also excluded from this section are answers to exercises related to Appendix 3: “Partnership Selling: A Role-Play/Simulation.” Answers, forms, and instructions related to Appendix 3 will be found in Part VII: Role-Play/Simulation (see Trainer’s Guide for “Partnership Selling: A Role-Play/Simulation”).CHAPTER 1Answers to Review QuestionsIn an era of limitless data, informed salespeople can help customers decide which information has value and which information should be ignored. Customers who have less time to adjust to new products and circumstances value this assistance.The three prescriptive areas for the development of a successful personal selling philosophy are: (1) full acceptance of the marketing concept, (2) developing an appreciation for the expanding role of personal selling in our competitive national and international markets, and (3) assuming the role of a problem solver/partner.In adapting to the marketing concept, emphasis is now placed on satisfying the customer through “partnering.” Instead of “pushing” goods, salespeople now form relationships and seek to identify specific customer needs.Consultative selling emphasizes need identification that is achieved