CHAPTER 14 - CHAPTER 14 INTEGRATED MARKETING COMMUNICATIONS...

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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 : (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. (1) Page: 514 71
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5. Generally speaking, a department store salesperson that stands behind a counter is classified as a(n): (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. (2) Page: 514 8. All of the following are among the chief activities of a salesperson EXCEPT : (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 : (3) Page: 515 72
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