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    Chapter-16 MC Short

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    Bùi Minh

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    Chapter-16 MC Short

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    Bùi Minh
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    17 views3 pages

    Chapter-16 MC Short

    Uploaded by

    Bùi Minh

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 3

    Principles of Marketing, 14e (Kotler)

    Chapter 16 Personal Selling and Sales Promotion

    1) Which of the following elements of the promotion mix involves making personal connections
    with customers for the purpose of making sales?
    A) personal selling
    B) advertising
    C) e-commerce
    D) publicity
    E) public relations
    Answer: A
    Diff: 1 Page Ref: 464
    Skill: Concept
    Objective: 16-1

    2) A ________ is an individual acting on behalf of a company who performs one or more of the
    following activities: prospecting, communicating, servicing, and information gathering.
    A) press agent
    B) media planner
    C) marketing director
    D) salesperson
    E) publicist
    Answer: D
    Diff: 1 Page Ref: 465
    Skill: Concept
    Objective: 16-1

    3) ________ involves two-way, personal communication between salespeople and individual


    customers, either in person, by telephone, or through Web conferences.
    A) Advertising
    B) Public relations
    C) Personal selling
    D) Telemarketing
    E) Integrated marketing communication
    Answer: C
    Diff: 1 Page Ref: 465
    AACSB: Communication Abilities
    Skill: Concept
    Objective: 16-1

    1
    Copyright © 2012 Pearson Education, Inc.
    4) Whom do members of a sales force typically represent?
    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) all of the above
    Answer: D
    Diff: 2 Page Ref: 466
    Skill: Concept
    Objective: 16-1

    5) A company can unite its marketing and sales functions through all of the following activities
    EXCEPT ________.
    A) assigning a telemarketer the task of visiting a customer
    B) arranging joint meetings to clarify all aspects of communication
    C) appointing an executive to oversee both departments
    D) having a salesperson preview ads and sales-promotion campaigns
    E) sending brand managers on sales calls with a salesperson
    Answer: A
    Diff: 3 Page Ref: 466
    Skill: Concept
    Objective: 16-1

    6) When a company sets out to analyze, plan, implement, and control sales force activities, the
    company is undertaking ________.
    A) sales design
    B) sales force management
    C) group sales efforts
    D) co-op selling and advertising
    E) promotional objectives
    Answer: B
    Diff: 1 Page Ref: 468
    Skill: Concept
    Objective: 16-2

    7) 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) A and B
    Answer: A
    Diff: 2 Page Ref: 468
    Skill: Concept
    Objective: 16-2

    2
    Copyright © 2012 Pearson Education, Inc.
    8) All of the following are considered advantages of a territorial sales force structure EXCEPT
    ________.
    A) travel expenses can be minimized
    B) each salesperson's job is clearly defined
    C) accountability is clearly defined for each salesperson
    D) salespeople develop in-depth knowledge of a product line
    E) salespeople have the opportunity and incentive to build strong relationships with customers
    Answer: D
    Diff: 2 Page Ref: 468
    Skill: Concept
    Objective: 16-2

    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) overlapping use of resources with big customers
    C) salespeople spending time to see the same customer's purchasing agents
    D) increased customer delivery time
    E) B and C
    Answer: D
    Diff: 3 Page Ref: 469
    Skill: Concept
    Objective: 16-2

    10) Companies that use a customer sales force structure organize their salespeople by ________.
    A) product
    B) territory
    C) industry
    D) demand
    E) hierarchy
    Answer: C
    Diff: 2 Page Ref: 469
    Skill: Concept
    Objective: 16-2

    3
    Copyright © 2012 Pearson Education, Inc.

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