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.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 Page Ref: 134
Objective: LO1

2) People buy products if they fulfill a problem-solving need.

Answer: TRUE
Diff: 1 Page Ref: 136
Objective: LO1

3) Salespeople have assumed an important and expanding role in differentiating products.

Answer: TRUE
Diff: 1 Page Ref: 138
Objective: LO1

4) Advertising directed toward a mass market is usually a good way to position a complex
product.
Answer: FALSE
Diff: 2 Page Ref: 138
Objective: LO1

5) In most cases, the same sales strategy is used to sell a new and emerging product as a mature,
well-established product.
Answer: FALSE
Diff: 2 Page Ref: 138
Objective: LO3

6) Mature and well-established products are usually characterized by intense competition as new
brands enter the market.
Answer: TRUE
Diff: 2 Page Ref: 139
Objective: LO3

7) Pricing decisions are made primarily during the introductory stage of the product life cycle.
Answer: FALSE
Diff: 2 Page Ref: 140
Objective: LO3

8) One consequence of using low-price tactics will often be lower profits.

Answer: TRUE
Diff: 2 Page Ref: 141
Objective: LO3

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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 Page Ref: 142
Objective: LO3

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 Page Ref: 145
Objective: LO5

11) Value creation during the transactional sale is considerable.

Answer: FALSE
Diff: 2 Page Ref: 146
Objective: LO5

12) The generic is the basic, substantive product you are selling.
Answer: TRUE
Diff: 1 Page Ref: 142
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 Page Ref: 134
Objective: LO1

14) The value-added product exists when salespeople meet the customer's expectation.
Answer: FALSE
Diff: 1 Page Ref: 143
Objective: LO5

15) Two guests checking into a Hyatt Regency Hotel will likely have the same perceptions of
what a clean room looks like.
Answer: FALSE
Diff: 2 Page Ref: 143-4
Objective: LO5

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7.2 Multiple-Choice Questions

1) The decisions, activities and communication strategies that are directed toward trying to create
and maintain a firm's intended product concept in the customer's mind are known as:
A) product life cycle
B) product positioning
C) value-added concept
D) potential product
E) marketing
Answer: B
Diff: 1 Page Ref: 134
Objective: LO1

2) Product positioning is largely a function of:

A) management
B) the way the marketing department wishes the product would function
C) market forces
D) luck and timing
E) the way salespeople, with the marketing department, differentiate the product from others in
the market
Answer: E
Diff: 1 Page Ref: 134
Objective: LO1

3) A value proposition:
A) is the set of benefits and values the company promises to deliver to customers to satisfy their
needs
B) is a demand-based model
C) is best used when customers are ill-informed
D) is unrelated to the firm’s positioning strategy
E) is derived from the costs of production
Answer: A
Diff: 1 Page Ref: 135
Objective: LO2

4) The positioning process:

A) must be continually modified to match customer wants and needs
B) is a value-added process conducted by the salesperson
C) means isolating yourself from your competitors
D) is performed by the customer as part of the buying cycle
E) should be performed every five years
Answer: A
Diff: 2 Page Ref: 134
Objective: LO1

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5) Your ability to separate yourself and your product from that of your competitors is referred to
as:
A) positioning
B) differentiation
C) value processing
D) product placement
E) marketing alliance
Answer: B
Diff: 2 Page Ref: 135
Objective: LO1

6) Creating a value proposition is a way of:

A) choosing prices for products
B) scaling the prices to different markets
C) positioning your product
D) keeping your product on the same level as the other products in the market
E) choosing sales objectives
Answer: C
Diff: 2 Page Ref: 135
Objective: LO1

7) Customer satisfaction arises from:

A) a combination of the product, company and salesperson
B) the product itself
C) the company that makes or distributes the product
D) the salesperson who sells and services the product
E) the price of the product
Answer: A
Diff: 2 Page Ref: 136
Objective: LO2

8) Satisfactions can come from:

A) the research studies done on the product
B) the board of directors of the company
C) the company that makes a competing product
D) the customer who buys the product
E) the salesperson who sells the product
Answer: E
Diff: 1 Page Ref: 136
Objective: LO2

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9) Becoming familiar with a customer's satisfactions is necessary for a salesperson to move
from:
A) transactional selling to product selling
B) solution selling to value-added selling
C) new buy selling to constructive selling
D) product selling to complimentary selling
E) product selling to solution selling
Answer: E
Diff: 2 Page Ref: 136
Objective: LO2

10) A good way to determine a customer's satisfactions is to:

A) ask the customer questions about their needs
B) find out what competitors are doing
C) buy a research database
D) run statistical modeling
E) conduct training sessions
Answer: A
Diff: 1 Page Ref: 136
Objective: LO2

11) What is a potential downfall of using too many technical terms during a sales presentation?
A) The customer might catch the salesperson in a misstatement.
B) The customer might be too intimidated to purchase.
C) The customer might know more about the product than the salesperson does.
D) The customer might want a product with fewer capabilities.
E) The customer might ask questions the salesperson cannot answer.
Answer: B
Diff: 2 Page Ref: 137-8
Objective: LO2

12) In order to bring the Walker Hotel and Convention Center up to industry standards, each
guest room was redecorated with new wallpaper, drapes, carpeting, mattresses and sofas.
Mallanie Simms, sales manager for the Center, has recommended that guest rooms be upgraded
with the addition of wide desks, voice mail, fax machines and 24-hour room service. From the
viewpoint of most business travelers, these changes would result in the creation of a(n):
A) potential product
B) generic product
C) expected product
D) sales product
E) value-added product
Answer: E
Diff: 2 Page Ref: 143
Objective: LO4

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13) Salespeople can analyze their competitors using a(n):
A) cost-benefit analysis worksheet
B) ROI calculator
C) competitive analysis worksheet
D) analysis regression
E) statistical model
Answer: C
Diff: 2 Page Ref: 137
Objective: LO3

14) The stages a product goes through from the time it is first introduced to the market until it is
discontinued is called the:
A) natural evolution
B) amortization
C) position
D) product life cycle
E) specific feature
Answer: D
Diff: 1 Page Ref: 138
Objective: LO3

15) Which of the following is a factor that determines the stage in the life cycle a product is in?
A) the length of time the product sits in the warehouse before shipping
B) the product’s benefits and the importance of the needs it fulfills
C) the competitors' compensation structure for salespeople
D) changes in the product's production method
E) the length of time a product has been around
Answer: B
Diff: 3 Page Ref: 138
Objective: LO3

16) CRM systems usually contain information from which of the following sources?
A) notes entered by customers
B) hard copies of letters sent to companies
C) bank records from the company
D) records of the competitors' customers
E) call notes entered by salespeople
Answer: E
Diff: 2 Page Ref: 139
AACSB: Use of Information Technology (IT)
Objective: LO3

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17) The goal of selling strategies for new and emerging products is to:
A) encourage current customers to rebuy
B) build desire for the product
C) create relationships
D) sell more units at a lower price
E) introduce the product gradually
Answer: B
Diff: 2 Page Ref: 139
Objective: LO3

18) The goal of selling strategies for mature and well-established products is to:
A) change buying habits
B) build desire for the product
C) create relationships
D) sell more units at a lower price
E) keep sales on an even level
Answer: C
Diff: 2 Page Ref: 139
Objective: LO3

19) Which of the following statements about pricing policies is true?

A) Very few companies maintain a pricing strategy that focuses on meeting competition.
B) Pricing strategies often reflect the opinion of the research department on correct pricing.
C) The ability to offer the lowest price is usually the most critical factor in the sale of products
and services.
D) Price discounting is a competitive tool available to large numbers of salespeople.
E) Transactional sales usually rely primarily on personality match between buyer and seller.
Answer: D
Diff: 3 Page Ref: 140-2
Objective: LO4

20) There are five service-quality dimensions. Three of them include:

A) durability, reliability and responsiveness
B) standardization, reliability and empathy
C) durability, reliability and empathy
D) reliability, responsiveness and empathy
E) responsiveness, empathy, and durability
Answer: D
Diff: 2 Page Ref: 141
Objective: LO4

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21) Researchers at Texas A&M University have discovered five service-quality dimensions.
What are they?
A) responsiveness, reliability, empathy, tangibles and value
B) tangibles, value, reliability, continuity and assurance
C) reliability, responsiveness, value, assurance and continuity
D) empathy, assurance, responsiveness, reliability and tangibles
E) tangibles, reliability, value, empathy, and assurance
Answer: D
Diff: 3 Page Ref: 141
Objective: LO4

22) Which of the following is a price discount that may be offered?

A) quality discount
B) seasonal discount
C) unintentional discount
D) associate discount
E) kickbacks
Answer: B
Diff: 2 Page Ref: 140
Objective: LO4

23) When is it NOT appropriate to use a low-price strategy?

A) when you have a transaction-focused buyer
B) when the buyer does not value quality
C) when the buyer is a high-involvement buyer
D) when the customer wants an"unbundled" product
E) when the buyer is a low-involvement buyer
Answer: C
Diff: 1 Page Ref: 141
Objective: LO4

24) Low-involvement buyers care mostly about:

A) specifications
B) durability
C) loyalty
D) brand
E) price
Answer: E
Diff: 2 Page Ref: 141
Objective: LO4

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25) Money that a bank has available for customer loans would be an example of a(n):
A) value-added product
B) expected product
C) generic product
D) potential product
E) customer product
Answer: C
Diff: 2 Page Ref: 142
Objective: LO5

26) Research reported in the Harvard Business Review indicates that it is very difficult to build
customer loyalty if you are selling only:
A) the generic product
B) the expected product
C) the potential product
D) the value-added product
E) the sales product
Answer: B
Diff: 2 Page Ref: 143
Objective: LO5

27) Yellow Freight Systems must provide clean, well-maintained trucks and well-trained drivers.
This is an example of a(n):
A) value-added product
B) generic product
C) potential product
D) expected product
E) customer product
Answer: D
Diff: 2 Page Ref: 142-3
Objective: LO5

28) As the level of competition increases, especially in the case of a mature product, salespeople
must look more carefully into the:
A) expected product
B) potential product
C) generic product
D) value-added product
E) well-established product
Answer: B
Diff: 2 Page Ref: 144-5
Objective: LO5

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29) Value creation investments are the highest in:
A) strategic alliance sales
B) transactional sales
C) generic sales
D) consultative sales
E) collaborative sales
Answer: A
Diff: 1 Page Ref: 146
Objective: LO5

30) When setting professional fees, which of the following is a point to consider?
A) harmony
B) incentives
C) transportation of goods
D) value
E) product life cycle
Answer: D
Diff: 2 Page Ref: 146
Objective: LO5

7.3 Completion Questions

1) Today's better educated and more demanding customers are seeking a ________ of
satisfactions.
Answer: cluster
Diff: 1 Page Ref: 136
Objective: LO2

2) Products are born, grow up and become mature. In marketing, this process is known as the
________ ________ ________.
Answer: product life cycle
Diff: 1 Page Ref: 138
Objective: LO3

3) The first step in establishing a product price is to determine the firm's pricing ________.
Answer: objectives
Diff: 1 Page Ref: 140
Objective: LO4

4) The authors of The Discipline of Market Leaders encourage business firms to pick one of the
disciplines – best price, best product, or best ________ to distinguish their offering in the
marketplace.
Answer: service
Diff: 2 Page Ref: 141
Objective: LO4

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5) The ________ product refers to what may remain to be done or what is possible.
Answer: potential
Diff: 1 Page Ref: 144
Objective: LO5

7.4 Short Answer Questions

1) List and describe the three parts of the product-selling model.

Answer:
1. Today’s product meets and exceeds expectations by offering better quality, larger selection
and/or new product improvements.
2. Today’s salesperson acts as a partner by offering current product knowledge, awareness of the
customer’s needs and courteous service during and after the sale.
3. Today’s company acts as a team to provide delivery and installation, orientation and training,
quick-response times, credit options and outstanding service.
Diff: 2 Page Ref: 136-7
Objective: LO1

2) Salespeople can benefit from viewing every product as being four-dimensional. List the four
"possible" products.
Answer:
1. Generic product
2. Expected product
3. Value-added product
4. Potential product
Diff: 2 Page Ref: 142-5
Objective: LO5

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7.5 Application Questions

Just Candles, a supply house for scented and unscented tapers and other ceremonial candles to
houses of worship, restaurants, and other establishments, has experienced a downturn in business
in the last two years. Upon investigation, the owner of Just Candles has discovered that the same
candles that they sell are available to their customers at a 10% lower price when ordered through
the internet. As Just Candles is a supply house that does not provide other services or products
but still has to maintain a storefront, they will not be able to survive if the current trend of their
customers toward the internet continues.

1) Which of the following could Just Candles do to best recapture their previous customers and
gain new customers?
A) Just Candles could lower their prices on less popular candles to create "loss leaders" that
would induce new customers to purchase regularly-priced candles from them.
B) Just Candles could shut down their retail location to cut overhead and move their business to
the internet, where they could charge lower prices and compete with other internet candle
retailers.
C) Just Candles could send out a mailing to all their customers reminding them that they carry a
full line of candles.
D) Just Candles could move their store to a more expensive location in the mall.
E) Just Candles could announce a "candle of the month" program to discount candles that
traditionally haven't sold as well as their other candles.
Answer: B
Objective: LO1, LO4

2) Which of the following could Just Candles do to best recapture their previous customers and
gain new customers?
A) Just Candles could focus on only one model of candles so their salespeople do not have to
muddle their sales message.
B) Just Candles could make in-person sales calls to all commercial customers to let them know
their business is valued.
C) Just Candles could offer value-added services to establishments such as frequent-buyer
discounts and scheduled deliveries, and classes for new retail customers on decorating with
candles and making candles to give customers reasons to purchase from Just Candles instead of
from online retailers.
D) Just Candles could begin a customer loyalty program that includes receiving gifts of
appreciation from the company every quarter that the customer purchases a minimum order and
can prove that they did not order candles from another supplier during that time.
E) Just Candles could focus exclusively on customers who are not internet-savvy so they don't
know that Just Candles is charging higher prices than they could find on the internet.
Answer: C
Objective: LO1, LO5

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A front desk clerk at a ReView Hotel receives a call from a ReView Gold Rewards Member
guest complaining that the wireless internet in her room is fading in and out. Without internet
access, she won't be able to make her deadline for this business trip.

3) What could the desk clerk do to maintain the guest's cluster of satisfactions?
A) The desk clerk cannot do anything, as the desk clerk does not have the technical skills to fix
the wireless connection.
B) The desk clerk should not do anything, as the desk clerk is not a salesperson and therefore
does not have responsibility for creating the cluster of satisfactions.
C) The desk clerk should offer to put the guest in an empty room as close to the original room as
possible, to avoid inconveniencing the guest further.
D) The desk clerk should offer the guest the use of the lobby wireless, which the clerk knows to
be problem-free, along with a discount off the charge for the room and free room service meals
to offset the inconvenience of coming to the lobby.
E) The desk clerk should refund the guest's full payment for the hotel room and find the guest a
room at another hotel that can guarantee that its wireless service is problem-free.
Answer: D
Objective: LO2, LO5

4) Why is it especially vital to maintain this guest's satisfaction with the hotel and the front desk
clerk?
A) This guest is personal friends with one of the top executives of the ReView Hotel company
and will report back to the executive if she is not satisfied.
B) The guest is already satisfied with the wireless service, so her cluster of satisfactions will be
maintained if she is also satisfied with the hotel and the front desk clerk.
C) The guest, as a member of a company rewards club, was already satisfied, enough to join the
rewards program previously, so losing a previously satisfied customer would be a waste of all the
previous company and staff effort to earn the customer.
D) The hotel is priced at a high enough price point to maintain exclusivity, so all guests must be
satisfied or else they would not continue to pay the high price for a room at the ReView Hotel
properties.
E) The front desk clerks is, in effect, a salesperson for the ReView Hotel, and is the only
employee of the hotel with which the guest will have contact, so the guest needs to be satisfied
with the clerk.
Answer: C
Objective: LO1, LO2

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5) Abco Realty owns several rental apartment buildings in a working class but safe neighborhood
that has recently become popular with young professionals because of its proximity to an express
commuter train line. Abco has recently invested in the infrastructure of the buildings, adding
laundry rooms, safety features to the lobbies, and new insulated windows to all the units.
Because of this, Abco cannot afford to match the unit rental prices of other buildings that have
not made improvements.

How can the sales manager of Abco Realty differentiate Abco's units from units offered in other
buildings to attract tenants?
A) The sales manager can convince management to cut expenses on basic maintenance so the
apartments can be rented at prices matching other buildings in the area.
B) The sales manager can promote the neighborhood as a safe place to live with a rich history.
C) The sales manager can convince the owners of the other buildings in the area to bring their
rental prices up to the prices Abco charges.
D) The sales manager can promote Abco apartments as being worth more money because they
are safer and have more services.
E) The sales manager can promote Abco apartments as being worth more money because the
company has spent more money on the apartments in the last year than in previous years.
Answer: D
Objective: LO1, LO5

A grain supplier to cattle farmers has developed a grain mixture with nutritional additives that
approximate the nutrient mixture in grass. Farmers who feed their cattle this enriched grain can
sell beef and milk that taste similar to grass-fed beef and have many of the nutritional benefits to
humans of grass-fed beef or dairy at a significantly lower production cost than actual grass-fed
beef or dairy.

6) If you were a sales rep for this enriched grain, how would you position it to cattle farmers
relative to traditional grain?
A) as a higher-priced product that would allow them to make greater profits
B) as a higher-priced product that is more socially responsible than feeding cattle traditional
grain
C) as a luxury product
D) as a product that exceeds federal standards for cattle feed
E) as a product that stores well throughout the winter
Answer: A
Objective: LO1, LO3, LO5

7) Which products would enriched grain most likely be competing most closely with?
A) traditional grain mixtures for cattle
B) grass-fed beef and dairy from grass-fed cows
C) nutritional supplements for commercial cattle production
D) organic cattle farmers
E) plastic pellets sold as cattle feed
Answer: A
Objective: LO1, LO3

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8) Product differentiation is key to being able to position your product and separate it from
competitors' products. In what way, however, could product differentiation hurt a potential sale?
A) If your product is positioned as being strong in areas your customer does not need and weaker
in areas that are important to your customer, this differentiation could cause the customer to
purchase a competitors' product.
B) If your product is positioned in a way that showcases its weaknesses, then your customer will
see those weaknesses and need to buy another product that will compensate for those
weaknesses.
C) If your product is differentiated in the wrong way, your competitors will be able to mimic
your marketing and use it to bring more attention to their products than to yours.
D) Product differentiation is a difficult art, so marketers must be sure they understand the
product completely before creating any campaigns or branding.
E) Product differentiation is unlikely to hurt a potential sale, because once customers understand
what your product offers they will purchase it.
Answer: A
Objective: LO1, LO3

A designer releases her fall line of handbags, including one that retails for $6,000. This bag is a
limited edition; only 500 will be produced, and orders will only be accepted from clients who
have previously purchased a handbag from the designer. They will be put on a waitlist for the
handbag in the order in which they are received.

9) How is this handbag being positioned and differentiated from other handbags similar in
manufacturing and look?
A) The handbag is being positioned on price.
B) The handbag is being positioned on exclusivity.
C) The handbag is being positioned on convenience.
D) The handbag is being positioned on design.
E) The handbag is being positioned on versatility.
Answer: B
Objective: LO3, LO5

10) How does the waitlist relate to the cluster of satisfactions?

A) For those who are able to purchase the handbag, the waitlist is a challenge they surmount to
own the handbag, so the bag feels more valuable to own.
B) For those who are able to purchase the handbag, the waitlist determines who has the financial
resources to pay for the handbag.
C) For those who are able to purchase the handbag, the waitlist creates a barrier to purchasing
that makes them ultimately dissatisfied about owning the handbag.
D) The waitlist is a psychological barrier that leaves the general public with the desire to
purchase the handbag but not the ability.
E) The waitlist makes those on it feel competitive with each other.
Answer: A
Objective: LO2

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11) In recent years, the "fax attack" model of car shopping has become popular. In a "fax attack,"
a customer sends a fax to every car dealership within a certain radius listing the make and
features of the car they would like, along with the price they are willing to pay, and asks
dealerships that will match that price to contact the customer. In essence, the customers set both
the features and the price for the car.

How could a dealership that responds to a "fax attack" differentiate itself positively from the
other dealerships that respond?
A) The dealership could offer to supply the car in a more popular color at a slightly higher price
than requested in the fax.
B) The dealership could offer a level of service and courtesy, at the same price other dealers
provided, that would transform the purchase from purely transactional to a surprisingly satisfying
experience for the customer.
C) The dealership could offer to refer the customer to another dealership that would supply the
car at a lower price even than the customer requested.
D) The dealership could steer the customer to a more expensive car with a better safety record to
demonstrate concerns for the customer's welfare.
E) The dealership could refuse to match the fax attack price because it does not want to
compromise its profit margin.
Answer: B
Objective: LO3, LO5

12) Product positioning is important for all products, whether they are new to the market or have
been available for years. The largest difficulty in positioning a new product to sell instead of a
mature or well-established product is:
A) repositioning the product when market conditions change.
B) showing that the product is better than more recent entries into the market.
C) avoiding a boring, "establishment" image in the customer's mind if that is not the brand
message.
D) creating a need for a product the customer doesn't know existed.
E) finding talented marketers to refine the brand image for the product.
Answer: D
Objective: LO3

13) How could lowering prices to capture a higher share of the market be a strategic advantage to
a company?
A) Lowering prices will reduce the company's overall profits, whether they have the largest
market share or not.
B) Lowering prices will allow a company to force its competitors to sell at a lower price that they
can afford to, which will drive them into bankruptcy.
C) A company with the largest share of the market does not have to comply with the same safety
regulations and production controls that other companies do.
D) A company with the largest share of the market is seen as the leader so customers think of it
as the default and require less sales effort to close a sale.
E) A company with the largest share of the market can cut costs and raise prices without the
public noticing or switching to competitors.
Answer: D
Objective: LO4
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14) Competing on price is most likely to work with which of the following buyers?
A) a high-involvement buyer who values quality and durability
B) a high-involvement buyer who is willing to research features and performance extensively
C) a low-involvement buyer who has a tight budget
D) a low-involvement buyer who is unwilling to go out of a geographic region to purchase
E) a low-involvement buyer who asks an employee to make the buying decision
Answer: C
Objective: LO4

15) A buyer who gathers information on all aspects of the product, from the product
development process to production methods to service contracts to experience levels of service
providers, and who consults with the salesperson on configuring the product as well as using the
product, is most likely to respond to which of the following strategies?
A) lowering the price significantly from list price to undercut competitors
B) creating rapport with the buyer to create satisfaction with the salesperson and the company
C) adding value by tailoring the product to the buyer's needs and providing a high level of
service
D) augmenting the product by adding features without charging for them
E) differentiating on image and appealing to the buyer's sense of style and desire for quality
Answer: C
Objective: LO3, LO5

17
Copyright © 2012 Pearson Education, Inc.
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 Myyminen ja ostaminen on ohitse.

Kaikki aartehistot ovat kasatut kokoon molemmin puolin, ja minun

on aika mennä kotiin.

Mutta, ovenvartija, kysytkö tulliasi?

Älä pelkää, minulla on vielä jotakin jäljellä. Kohtaloni ei ole

kaikessa vetänyt nenästä minua.

Tuulen tyyneys uhkaa myrskyä, eivätkä turmiokkaat pilvet

lännessä ennusta hyvää.

Hiljainen vesi vartoo tuulispäätä.

Kiirehdin joen yli kulkemaan, ennenkuin yö minut yllättää.

Hoi, lauttamies, sinä odotat palkkaasi!

Kyllä, veljeni, minulla on vielä jotakin jäljellä. Kohtaloni ei ole

kaikessa vetänyt nenästä minua.

Tien varrella, puun varjossa, istuu kerjäläinen. Ah, hän katsoo

kasvoihini arasti toivoen!

Hän luulee, että olen rikas päivän säästöistäni.

Kyllä, veljeni, minulla on vielä jotakin jäljellä. Kohtaloni ei ole

kaikessa vetänyt nenästä minua.

Yö pimenee ja katu yksinäistyy.

 Tulenkipinät hiiluvat läpi lehtien.

Ken olet sinä, joka seuraat minua hiipivin, hiljaisin askelin?

Ah, tiedän, että toivosi on ryöstää kaikki säästöni. En tahdo tuottaa

sinulle mielipahaa.

Sillä minulla on vielä jotakin jäljellä. Kohtaloni ei ole kaikessa

vetänyt nenästä minua.

Tulen kotiin keskiyöksi. Käteni ovat tyhjät.

Odotat tuskaisin silmin ovellani, vaiti ja unetonna.

Kuin uupunut lintu lennät povelleni kiihkeässä rakkaudessa.

Oi, oi Jumalani, paljon on vielä jäljellä. Kohtaloni ei ole kaikessa

vetänyt nenästä minua.

59

Et mitään loppumatonta hyvää anna, suvaitsevainen ja sumuinen

äiti, tomu!

Kulutat voimasi täyttääksesi lastesi suut, mutta ravintosi on niukka.

Ilosi lahja, jonka suot meille, ei ole koskaan täydellinen.

Leikkikalut, joita laitat lapsillesi, ovat hauraita.

 Et voi täyttää kaikkia nälkäisiä toiveitamme, mutta miksi sinut sen
vuoksi hylkäisin?

Hymysi, tuskan varjostama, on suloinen nähdä silmilleni.

Rakkautesi, joka ei tunne täyttymystä, on kallis sydämelleni.

Povesi on ruokkinut meitä elämällä, mutta ei kuolemattomuudella;

siksi valvovat silmäsi ainiaan.

Aikakausia olet värein ja lauluin työskennellyt, mutta vieläkään ei

taivaasi ole valmis, ainoastaan sen heikko mielikuva.

Kyynelsumu on kauneusluomiesi yllä.

Tahdon tyhjentää lauluni mykkään sydämeesi ja lempeni sinun

lempeesi.

Tahdon turvata sinut työllä.

Olen nähnyt vienot kasvosi ja rakastan murheellista tomuasi, Äiti

Maa.

60

Maailman vastaanottosaleissa viihtyvät yksinkertaiset heinänkorret

samalla nurmikolla päivänsäteiden ja keskiyön tähtien kanssa.

Niinpä jakavat lauluni tyyssijansa maailman sydämessä pilvien ja

metsien sävelten kanssa.
 Mutta, rikas mies, sinun hyvinvoinnillasi ei ole mitään osaa
auringon iloisen kullan ja mietiskelevän, kimmeltävän kuun
yksinkertaisesta suuruudesta.

Kaikkisyleilevän taivaan siunaus ei ole langennut sen yli.

Kun kuolema tulee, se kalpenee, kuihtuu ja hajoaa tomuksi.

61

Keskiyöllä sanoi askeetiksi aikovainen:

"Nyt on aikani jättää kotini ja etsiä Jumalaa. Ah, kuka on niin

kauan pitänyt minua tässä harhaluulossa?"

Jumala kuiskasi: "Minä." Mutta miehen korvat olivat suljetut.

Nukkuva lapsonen rinnoillaan makasi hänen vaimonsa

rauhallisessa levossaan vuoteen toisella puolen.

Mies sanoi: "Kuka olet sinä, joka olet minua niin kauan
hulluttanut?"

Ääni sanoi jälleen: "Jumala." Mutta mies ei kuullut sitä.

Lapsi nyyhki unissaan ja puristautui lähemmä äitiään.

Jumala käski: "Seis, hullu, älä jätä kotiasi!" Mutta mies ei kuullut
vieläkään.
 Jumala huokasi valittaen: "Miksi vaeltaa palvelijani minua
etsimään ja samalla jättää minut?"

62

Oli toukokuu. Tukahduttava iltapäivä tuntui äärettömän pitkältä.

Kuiva maa ammotteli janoisena helteessään.

Silloin kuulin joelta äänen, joka sanoi: "Tule, armahaiseni!"

Suljin kirjani, avasin ikkunan ja katsoin ulos.

Näin suuren, suonvärisen puhvelin seisomassa joen rannalla

tyynine, kärsivällisille silmineen; ja nuoren puhvelin polvistuvana
vedessä ja pyytävänä sitä uimaan.

Hymyilin huvittuneena ja tunsin suloisen henkäyksen

sydämessäni.

63

Miksi kuiskit niin hiljaa korviini, oi Kuolema, minun Kuolemani?

Kun kukkaset putoavat illan suussa ja karjat palajavat

omettoihinsa, hiivit hiljaa minun vierelleni ja puhut sanoja, joita en
tajua.
 Näinkö sinun täytyy etsiä ja saavuttaa minut uneliaan muminan ja
kylmien suuteloiden oopiumilla, oi Kuolema, minun Kuolemani?

Eikö häitämme seuraa mitkään komeat juhlamenot?

Etkö tahdo kiinnittää seppeltä ruskeihin, kihariin kutreihisi?

Eikö ole ketään, joka kantaisi lippua sinun edessäsi ja eikö yö ole
punaisten soihtujen loimosta valaistuva, oi Kuolema, minun
Kuolemani?

Tule rauskuvine raakunkuorinesi, tule unettomassa yössä!

Pue minut karmosiinipunaiseen vaippaan, tartu käteeni ja ota

minut!

Valmista valjakkosi kärsimättömästä tömistelevine hevosineen

oveni eteen!

Kohota huntuni Ja katso minua ylpeästi silmiin, oi Kuolema, minun

Kuolemani!

64

Tulemme leikkimään tänä yönä kuoleman leikkiä, morsiameni ja

minä.

Yö on synkkä, pilvet taivaalla oikulliset ja aallot merellä raivokkaat.

 Olemme jättäneet untemme vuoteen, sysänneet auki oven ja
päässeet ulos, morsiameni ja minä.

Istumme keinussa, ja hurja myrskytuuli meitä takaa tuudittelee.

Morsiameni syöksyy ylös peläten ja riemuiten, värisee ja kietoutuu

rintapieliini.

Kauan olen häntä hellästi säilyttänyt.

Laitoin hänelle kukkaisvuoteen ja suljin ovet estääkseni kiusallisen

valon hänen silmiltään.

Suutelin häntä somasti suulle ja kuiskin armaita sanoja hänen

korviinsa, siksi kun hän puoliksi taintui raukeaan riutumukseen.

Hän on haihtunut epämääräisen sulouden pohjattomaan

terheneen.

Hän ei vastannut kosketukseeni, lauluni eivät voineet häntä

herättää.

Yöllä on myrskytuulen viesti vierinyt meille.

Morsiameni värisi ja nousi, hän tarttui käteeni ja tuli ulos.

Hänen hapsensa lentävät tuulessa, hänen huntunsa hulmuaa,

hänen kukkakiehkuransa kahisee hänen povellaan.

Kuoleman henkäys on kutsunut hänet elämään.

Me seisomme silmä silmää, sydän sydäntä vasten, morsiameni ja

minä.
 65

Viheliäisten ja keltaisten riisivainioiden yli luovat syksyn varjot

pilviään, joita nopsa-askelinen päivä ajelee. Mehiläiset unohtavat
imeä hunajaansa; valon juovuttamina ne liehuvat ja surisevat kuin
hullut

Sorsat joen saarissa hälisevät ilosta tyhjän takia.

Älkää antako kenenkään palata kotiinsa tänä aamuna, veljet,

ainoankaan ei työhön!

Valloittakaamme hyökkäyksellä sininen taivas ja työstäkäämme

aarteet avaruuden!

Nauru kulkee ilmassa kuin vaahto virralla.

Veljet, tuhlatkaamme aamumme arvottomiin lauleloihin!

66

Ken olet, lukija, joka luet laulujani vuosisatoja tämän jälkeen?

En voi lähettää sinulle yksinäistä kukkaa tämän keväämme

runsaudesta, en yksinäistä kultajuovaa pilvien korkeudesta.

Avaa ovesi ja katso ympärillesi!

Kokoa tuoksuvia muistoja kukkivasta tarhastasi, vuosisatoja sitten

kuihtuneiden kukkien muistoja!
 Tunteos sydämesi ilossa elävä riemu, joka lauloi eräänä kevään
aamuna kaiuttaen hilpeät sävelensä halki vuosisatojen.
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