Integrated Marketing Communications: Personal Selling and Direct Marketing

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CHAPTER 14

INTEGRATED MARKETING COMMUNICATIONS: PERSONAL SELLING
AND DIRECT MARKETING

MULTIPLE CHOICE QUESTIONS

1. __________________ is quoted as saying that “everyone lives by selling something.” a. Bill Gates
b. Robert Louis Stevenson
c. Arthur Miller
d. Henry Ford

Answer: (b) Difficulty: (2) Page: 513

2. All of the following were characterizations of salespeople brought about by Arthur Miller’s Death of Salesman and Meredith Wilson’s The Music Man EXCEPT:
a. loners.
b. cigar-smoking.
c. backslapping.
d. conservative Bible-thumpers.

Answer: (d) Difficulty: (1) Page: 513

3. Modern salespeople build __________________ by listening to their customers, assessing customer needs, and organizing the company’s efforts to solve customer problems. (Pick the best fit.)

a. profits
b. territories
c. perks
d. relationships

Answer: (d) Difficulty: (2) Page: 513, 514

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. marketer
b. distributor
c. salesperson
d. advertiser

Answer: (c) Difficulty: (1) Page: 514

5. Generally speaking, a department store salesperson that stands behind a counter is classified as a(n):
a. order getter.
b. order taker.
c. creative selling person.
d. missionary salesperson.

Answer: (b) Difficulty: (2) Page: 514

6. If a salesperson’s position demands creative selling (such as in selling an airplane or insurance), their position is classified as being one of a(n): a. order getter.
b. order taker.
c. public relations specialist.
d. missionary salesperson.

Answer: (a) Difficulty: (2) Page: 514

7. Selling is most accurately described as being ________________ communication with respect to the relationship with consumers.
a. nonpersonal
b. nonstructured
c. two-way, personal
d. demand-directed

Answer: (c) Difficulty: (2) Page: 514

8. All of the following are among the chief activities of a salesperson EXCEPT: a. profit analysis.
b. prospecting.
c. servicing.
d. information gathering.

Answer: (a) Difficulty: (2) Page: 514

9. The sales force serves as a critical link between a company and its customers. In many cases, salespeople serve both masters--the buyer and the seller. All of the following demonstrate this relationship EXCEPT:

a. salespeople represent the company to the customer.
b. salespeople represent the customer to the company.
c. salespeople do research and intelligence for the company on the customer. d. salespeople serve as auditors for the company to trace what is happening in the environment.

Answer: (d) Difficulty: (3) Page: 515

10. _____________ is defined as the analysis, planning, implementation, and control of sales force activities.
a. Sales force management
b. Sales force strategy
c. Sales force tactics
d. Sales force motivation

Answer: (a) Difficulty: (1) Page: 515

11. As mentioned in the text, there are six distinct major steps in sales force management. Which of the following is the first step in that process? a. recruiting and selecting salespeople

b. supervising salespeople
c. designing sales force strategy and structure
d. evaluating salespeople

Answer: (c) Difficulty: (1) Page: 515, Figure 14-1

12. All of the following are methods by which a company can divide up its sales responsibilities EXCEPT a:
a. territorial sales force structure.
b. pychographic trait sales force structure.
c. product sales force structure....
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