test Chap017 - Chapter 17 PERSONAL SELLING AND SALES...

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Unformatted text preview: Chapter 17 PERSONAL SELLING AND SALES MANAGEMENT Test Item Table Major Section of the Chapter Level of Learning Level 1: Definition (Knows Basic Terms & Facts) Level 2: Conceptual (Understands Concepts & Principles) Level 3: Application (Applies Principles) Selling the Way Customers Want to Buy (pp. 365) 1 Scope and Significance of Personal Selling and Sales Management (pp. 366-367) 2, 3, 6, 7, 10, 11, 12, 140 8, 9, 14, 141, 143 4, 5, 13, 142 The Many Forms of Personal Selling (pp. 368-369) 16, 17, 21, 22, 23, 27, 28, 30, 144 15, 18, 19, 20, 29 24, 25, 26, 31 The Personal Selling Process: Building Relationships (pp. 370-374) 32, 33, 38, 44, 48, 49, 51, 52, 53, 56, 58, 61, 66, 68, 70, 76, 80, 81, 84, 85, 87, 148 36, 37, 40, 43, 45, 46, 50, 59, 60, 62, 63, 89, 90, 145, 146, 147 34, 35, 39, 41, 42, 47, 54, 55, 57, 64, 65, 67, 69, 71, 72, 73, 74, 75, 77, 78, 79, 82, 83, 86, 88 The Sales Management Process (pp. 374-381) 92, 93, 95, 96, 99, 106, 107, 108, 113, 114, 117, 119, 120, 122, 123, 126, 127, 130, 131, 133 91, 94, 97, 98, 100, 101, 103, 109, 110, 112, 115, 116, 118, 125, 128, 132, 136, 137, 149, 151, 152, 153 102, 104, 105, 111, 121, 124, 129, 134, 135, 150, 154 Video Case: Reebok (pp. 383-385) 139, 155 138 Note: Bold numbers indicate short essay questions. 1108 CHAPTER 17 PERSONAL SELLING AND SALES MANAGEMENT MULTIPLE CHOICE QUESTIONS 17-1 CHAPTER OPENING EXAMPLE DEFINITION Anne Mulcahy's task at Xerox Corporation is to: a. manage its transactional website so as to eliminate channel conflict. b. gain back its market share one customer at a time. c. limit the number of goods and services the company provides. d. increase the importance of the advertising element of its promotion mix. e. open Xerox stores around the world. Answer: b Page: 365 Rationale: As CEO of Xerox, Anne Mulcahy sees her task as winning back market share one customer at a time, one sale at a time. 17-2 PERSONAL SELLING DEFINITION Personal selling: a. occurs when Keith sees an advertisement in Sports Illustrated . b. is a one-way flow of communication between buyer and seller. c. occurs when Becca sees a character on Friends eating a Snickers bar. d. occurs when a Girl Scout asks you to buy a box of cookies. e. is not part of the promotion mix. Answer: d Page: 366 Rationale: Personal selling involves the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a persons or groups purchase decision. Alternative a describes advertising. Personal selling is the two-way flow of communication, not a one-way flow, between a buyer and seller. Alternative c describes product placement. 17-3 PERSONAL SELLING DEFINITION __________ is the two-way flow of communication between a buyer and seller, often in a face- to-face encounter, designed to influence a person's or group's purchase decision....
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test Chap017 - Chapter 17 PERSONAL SELLING AND SALES...

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