kotler / armstrong, chapter 16 ______ are salespersons who use creative selling and relationship...

Kotler / Armstrong, Chapter 16

______ are salespersons who use creative selling and relationship building.

1. Order getters

2. Order takers

3. Task givers

4. none of the above

______ are salespersons who use creative selling and relationship building.

1. Order getters

2. Order takers

3. Task givers

4. none of the above

Personal selling is the interpersonal arm of the promotion mix.

1. true

2. false

Personal selling is the interpersonal arm of the promotion mix.

1. true

2. false

If a company sells only one product line to one industry, then it should use a(n) _____sales force structure.

1. territorial

2. product

3. customer

4. extended

If a company sells only one product line to one industry, then it should use a(n) _____ sales force structure.

1. territorial

2. product

3. customer

4. extended

_______ includes recruiting, selecting, supervising, and evaluating salespeople.

1. Marketing mix

2. Product mix

3. Promotion mix

4. Sales force management

_______ includes recruiting, selecting, supervising, and evaluating salespeople.

1. Marketing mix

2. Product mix

3. Promotion mix

4. Sales force management

When a company’s products are varied or complex, it may utilize a _____ sales force structure.

1. territorial

2. product

3. customer

4. extended

When a company’s products are varied or complex, it may utilize a _____ sales force structure.

1. territorial

2. product

3. customer

4. extended

The workload approach is often useful when determining sales force _____.

1. structure

2. complexity

3. size

4. compensation

The workload approach is often useful when determining sales force _____.

1. structure

2. complexity

3. size

4. compensation

Which of the following are not members of an inside sales force staff?

1. technical support staff

2. merchandisers

3. telemarketers

4. sales assistants

Which of the following are not members of an inside sales force staff?

1. technical support staff

2. merchandisers

3. telemarketers

4. sales assistants

As products/services become more complex and customers become more demanding, companies must use _____ to service these large, complex accounts.

1. the Internet

2. telemarketers

3. team selling

4. the budget approach

As products/services become more complex and customers become more demanding, companies must use _____ to service these large, complex accounts.

1. the Internet

2. telemarketers

3. team selling

4. the budget approach

Which of the following is not a characteristic of a good salesperson mentioned in the text?

1. intrinsically motivated

2. well spoken

3. possesses a disciplined work style

4. good relationship builder

Which of the following is not a characteristic of a good salesperson mentioned in the text?

1. intrinsically motivated

2. well spoken

3. possesses a disciplined work style

4. good relationship builder

What is the first step in the selling process?

1. prospecting

2. closing

3. approach

4. commercialization

What is the first step in the selling process?

1. prospecting

2. closing

3. approach

4. commercialization

Which step of the selling process involves telling the product “story” to the buyer?

1. prospecting

2. closing

3. approach

4. presentation and demonstration

Which step of the selling process involves telling the product “story” to the buyer?

1. prospecting

2. closing

3. approach

4. presentation and demonstration

The final step in the selling process is _____.

1. closing

2. following up

3. handling objections

4. prospecting

The final step in the selling process is _____.

1. closing

2. following up

3. handling objections

4. prospecting

Direct connections with carefully targeted individual consumers to obtain an immediate response and to build long-term relationships is known as _____.

1. direct media

2. direct channels

3. direct marketing

4. one-to-one segmenting

Direct connections with carefully targeted individual consumers to obtain an immediate response and to build long-term relationships is known as _____.

1. direct media

2. direct channels

3. direct marketing

4. one-to-one segmenting

Short-term incentives to encourage the purchase of your product or service is called ________.

1. buzz marketing

2. sales promotion

3. creative concept

4. positioning

Short-term incentives to encourage the purchase of your product or service is called ________.

1. buzz marketing

2. sales promotion

3. creative concept

4. positioning

A good customer mailing list is the equivalent of a good customer database.

1. true

2. false

A good customer mailing list is the equivalent of a good customer database.

1. true

2. false (A good database contains much more information than a simple mailing list.)

The growing use of sales promotion techniques has resulted in promotion clutter.

1. true

2. false

The growing use of sales promotion techniques has resulted in promotion clutter.

1. true

2. false

Building brand equity through “frequency marketing programs” has mushroomed in recent years.

1. true

2. false

Building brand equity through “frequency marketing programs” has mushroomed in recent years.

1. true

2. false

Which of the following is not true about direct-mail marketing?

1. It is flexible.

2. It costs less per thousand than mass media.

3. It allows for a high level of selectivity.

4. The results of direct-mail marketing are easy to measure.

Which of the following is not true about direct-mail marketing?

1. It is flexible.

2. It costs less per thousand than mass media.

3. It allows for a high level of selectivity.

4. The results of direct-mail marketing are easy to measure.

Home shopping channels are a type of _____.

1. catalog marketing

2. direct-mail marketing

3. direct-response television marketing

4. mass marketing

Home shopping channels are a type of _____.

1. catalog marketing

2. direct-mail marketing

3. direct-response television marketing

4. mass marketing

A company using carefully coordinated multiple-media, multiple-stage campaigns is practicing _____.

1. integrated database marketing

2. integrated direct-mail marketing

3. integrated direct marketing

4. segmented marketing

A company using carefully coordinated multiple-media, multiple-stage campaigns is practicing _____.

1. integrated database marketing

2. integrated direct-mail marketing

3. integrated direct marketing

4. segmented marketing

kotler / armstrong, chapter 16 ______ are salespersons who use creative selling and relationship...

Documents

kotler armstrong

extended slide

sales force management

compensation slide

false slide

sales force structure

budget approach slide

product mix