Ch. 17

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CHAPTER 17 1 1. Personal selling can be broadly defined as: a. selling consumer products. b. a promotional presentation conducted on a person-to-person basis with the buyer. c. personalized advertising. d. the use of promotional material sent directly to the prospective buyer. ANS: B PTS: 1 DIF: 1 OBJ: 17-1 2. Personal selling is likely to be the dominant promotional element when marketing: a. toothpaste to consumers. b. beer to a foreign population. c. truck tires to General Motors. d. convenience goods in general. ANS: C PTS: 1 DIF: 2 OBJ: 17-1 3. A university recently purchased a new supercomputer. Personal selling was likely involved in the purchase for all of the following reasons, except: a. it is an expensive product. b. it is a technically complex product. c. it passed through a long distribution channel. d. it required complicated installation. ANS: C PTS: 1 DIF: 2 OBJ: 17-1 4. A cosmetics manufacturer decides to educate its customers about its new product during commercial breaks in a popular TV reality show. This will represent which of the following forms of marketing? a. Personal selling b. Network marketing c. Publicity d. Advertising ANS: D PTS: 1 DIF: 2 OBJ: 17-1 5. A primary component of a firm's promotional mix when consumers are geographically concentrated is likely to be: a. advertising. b. publicity. c. public relations. d. personal selling. ANS: D PTS: 1 DIF: 1 OBJ: 17-1 6. The role of a sales representative in the promotion process has changed from that of persuader to that of: a. a technician and expert on product repair. b. a process designer. c. a consultant and problem solver. d. a close friend and confidant. ANS: C PTS: 1 DIF: 1 OBJ: 17-1
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CHAPTER 17 2 7. Which of the following product features will increase the importance of personal selling in the promotional mix? a. Special handling requirement b. High price of the product c. Technically simple to understand d. Transactions seldom involve trade-ins ANS: A PTS: 1 DIF: 2 OBJ: 17-1 8. A customer-focused firm wants its sales representatives to: a. work on commission because it motivates them to engage in quick sales. b. form long-lasting relationships with buyers by providing high levels of customer service. c. become an expert in computer technologies. d. work as separate entities independent of the sales team. ANS: B PTS: 1 DIF: 1 OBJ: 17-1 9. Company executives usually recognize a good salesperson as a worker: a. who can solve problems, communicate clearly, and be consistent b. who has technical expertise in the product. c. who is focused on achieving quick sales and not on establishing long term customer relationships. d. who is keen on fostering personal growth. ANS: A PTS: 1 DIF: 1 OBJ: 17-1 10. The personal selling approach that finds a customer coming to the seller's location and buying desired items largely on their own initiative is: a. order processing. b.
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