Air Asia Strategic Management

Topics: Marketing, Sales, Customer service Pages: 38 (8091 words) Published: June 28, 2012
Chapter 13
Communicating Customer Value: Personal Selling and
Direct Marketing

GENERAL CONTENT: Multiple-Choice Questions

1. These employees are well-educated, well-trained professionals who work to build and maintain long-term customer relationships by listening to their customers, assessing customer needs, and organizing the company’s efforts to solve customer problems. Who are these employees? a. Managers.

b. Missionary salespeople.
c. Salespeople.
d. Sales managers.
e. All of the above.
(Answer: e; 401; Moderate)

2. Which of the following communication and promotion tools involve direct connections with customers aimed toward building customer-unique value and lasting relationships? a. Personal selling.

b. Direct marketing.
c. E-commerce.
d. Publicity.
e. A and B.
(Answer: e; p. 401; Moderate)

3. Johnson Fabric Company has four selling positions for employees. One of them is not really an actual selling position. Which is it? a. Order taker.
b. Missionary salesperson.
c. Order getter.
d. Creative selling.
e. B and D
(Answer: e; p. 402; Moderate)

4. A _____ is an individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering. a. sales manager
b. sales executive
c. sales support person
d. salesperson
e. none of the above
(Answer: d; p. 402; Easy)

5. _____ involves two-way, personal communication between salespeople and individual customers—whether face-to-face, by telephone, through video or Web conferences, or by other means. a. Advertising

b. Persuasive selling
c. Personal selling
d. Integrated marketing communication
e. A and B
(Answer: c; p. 402; Easy)

6. Current view holds that salespeople should be concerned with producing customer satisfaction and company profit. So whom do they generally serve? a. They represent the company to customers.

b. They represent the company to investors.
c. They represent the customer to the company.
d. A and C
e. None of the above
(Answer: d; p. 402; Challenging)

7. When a firm sets out to analyze, plan, implement, and control sales force activities through sales force management, it sets and designs its_____, recruits, selects, trains, supervises, compensates, and evaluates the firm’s salespeople. a. sales territories

b. sales force management
c. team selling efforts
d. coop selling and advertising
e. promotional objectives
(Answer: b; p. 414; Challenging)

8. Of the three typical types of sales force structures, which one is often supported by many levels of sales management positions in specific geographical areas? a. Territorial.
b. Product.
c. Customer.
d. Complex systems.
e. Matrix.
(Answer: a; p. 403; Moderate)

9. Which of the following is not a disadvantage of a product sales force structure? a. Extra selling costs involved with multiple sales visits from separate divisions. b. Attention given to individual products.

c. Salespeople may wait to see the same customer’s purchasing agents. d. Increase customer delivery time.
e. B and C
(Answer: d; p. 403; Challenging)

10. What do many companies use to set sales force size?
a. The workload approach.
b. Product availability.
c. Demographic characteristics of the sales force.
d. Sales quotas established.
e. Profit margin.
(Answer: a; p. 404; Moderate)

11. To reduce time demands on their outside sales forces, many companies have increased the size of their inside sales forces, which include technical support people, sales assistants, and _____. a. order...
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