Chapter 22 - Personal Selling (online)
Chapter 22
Personal Selling (online)
Multiple Choice Questions
1. Personal selling is typically under the control of the:
A. sales manager.
B. advertising department.
C. promotions department.
D. marketing department.
E. operations manager.
2. Personal selling refers to selling:
A. personalized products to individuals and organizations.
B. to individuals by using various selling techniques.
C. through a person-to-person communications process.
D. personalized products to individuals rather than organizations or groups.
E. low value products to individuals.
3. Which of the following statements about personal selling is true?
A. Personal selling would play a dominant role in companies that sell inexpensive products
such as plastic toys.
B. The role of personal selling would be minimal in a company that sells component parts to
auto manufacturers.
C. Integrated marketing communication tools are used in conjunction with personal selling.
D. In an integrated marketing communications program, personal selling is a substitute for
other promotional mix elements.
E. Personal selling is typically controlled by the advertising and promotions department.
4. For which of the following products would personal selling play a dominant role?
A. Bars of soap
B. Coloring books
C. Boxed chocolate candy
D. Fresh flowers
E. Earthmoving equipment
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,Chapter 22 - Personal Selling (online)
5. Which of the following is an example of a direct marketing effort of a company?
A. Selling through sales people
B. Selling through resellers
C. Missionary selling
D. Territory distribution
E. Advertising
6. Personal selling most notably differs from the other forms of promotional communication
due to:
A. the complex nature of relationship with the receiver.
B. the opportunity for direct and immediate feedback.
C. the symbolic nature of the interpersonal relationships.
D. use of standardized messages in communication.
E. differing performance parameters used to measure it.
7. _____ allows for more specific tailoring of the message and more personal communications
than do many of the other media.
A. Informative advertising
B. Mobile marketing
C. Internet communication
D. Dyadic communication
E. Classified advertising
8. In personal selling, the communications sender is able to immediately receive and evaluate
feedback from the receiver. This is referred to as _____ communication.
A. synergistic
B. adaptive
C. indirect
D. dyadic
E. consultative
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,Chapter 22 - Personal Selling (online)
9. Dyadic communication is defined as:
A. communication between two people or groups.
B. communication that involves indirect feedback between sender and receiver.
C. the technologically-oriented communication involving two dimensions.
D. a form of verbalized integrated marketing communication.
E. a form of communication that elicits an opinion from the receiver.
10. Management should determine what the specific responsibilities of personal selling will
be and what role it will assume relative to the other promotional mix elements. Which of the
following questions could best guide the management in determining the roles?
A. How many salespeople do the competitors have?
B. What is the total sale amount of the industry to which the company belongs?
C. How many people work in each department of the organization?
D. How is the company performing in the market and what is the market capitalization of the
company?
E. What specific information must be exchanged between the firm and potential customers?
11. Which of the following types of products is most likely to be sold using personal selling?
A. Computers
B. Packaged food
C. Consumer goods
D. Distilled water
E. Apparels
12. Personal selling is the most appropriate sales method when:
A. the margin of sales is low.
B. channel system is relatively long and direct to end-users.
C. advertising media provide an effective link with market targets.
D. features and performance of the product is relatively simple.
E. final price is negotiated between buyer and seller.
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, Chapter 22 - Personal Selling (online)
13. Personal selling is commonly used for products such as life insurance. Identify the reason
behind this practice.
A. The customer is making a major purchase decision.
B. In most cases, final price of insuring is negotiated between buyer and seller.
C. The selling margin in insurance is relatively low.
D. Information needed by buyer cannot be provided entirely through advertising.
E. Creative selling is not required for simple products such as insurance.
14. A sales force is a major part of an organization's integrated marketing communications
mix when:
A. the channel system is very long and direct to the end-users.
B. product trial by customers is unnecessary to make purchase decisions.
C. the purchase decision is not a major one for the buyer.
D. product and service training are needed by channel intermediaries.
E. selling price or quality purchased provides a narrow margin.
15. Which of the following is the first stage of personal selling evolution?
A. Prospector
B. Provider
C. Preparer
D. Persuader
E. Presenter
16. You are the marketing manager of a company that produces complex industrial
machinery. The features and performance of the product require demonstration. Identify the
most prominent communication required for this product.
A. Shock advertising
B. Direct advertising
C. Personal selling
D. Retail selling
E. Mass communication
22-4
Chapter 22
Personal Selling (online)
Multiple Choice Questions
1. Personal selling is typically under the control of the:
A. sales manager.
B. advertising department.
C. promotions department.
D. marketing department.
E. operations manager.
2. Personal selling refers to selling:
A. personalized products to individuals and organizations.
B. to individuals by using various selling techniques.
C. through a person-to-person communications process.
D. personalized products to individuals rather than organizations or groups.
E. low value products to individuals.
3. Which of the following statements about personal selling is true?
A. Personal selling would play a dominant role in companies that sell inexpensive products
such as plastic toys.
B. The role of personal selling would be minimal in a company that sells component parts to
auto manufacturers.
C. Integrated marketing communication tools are used in conjunction with personal selling.
D. In an integrated marketing communications program, personal selling is a substitute for
other promotional mix elements.
E. Personal selling is typically controlled by the advertising and promotions department.
4. For which of the following products would personal selling play a dominant role?
A. Bars of soap
B. Coloring books
C. Boxed chocolate candy
D. Fresh flowers
E. Earthmoving equipment
22-1
,Chapter 22 - Personal Selling (online)
5. Which of the following is an example of a direct marketing effort of a company?
A. Selling through sales people
B. Selling through resellers
C. Missionary selling
D. Territory distribution
E. Advertising
6. Personal selling most notably differs from the other forms of promotional communication
due to:
A. the complex nature of relationship with the receiver.
B. the opportunity for direct and immediate feedback.
C. the symbolic nature of the interpersonal relationships.
D. use of standardized messages in communication.
E. differing performance parameters used to measure it.
7. _____ allows for more specific tailoring of the message and more personal communications
than do many of the other media.
A. Informative advertising
B. Mobile marketing
C. Internet communication
D. Dyadic communication
E. Classified advertising
8. In personal selling, the communications sender is able to immediately receive and evaluate
feedback from the receiver. This is referred to as _____ communication.
A. synergistic
B. adaptive
C. indirect
D. dyadic
E. consultative
22-2
,Chapter 22 - Personal Selling (online)
9. Dyadic communication is defined as:
A. communication between two people or groups.
B. communication that involves indirect feedback between sender and receiver.
C. the technologically-oriented communication involving two dimensions.
D. a form of verbalized integrated marketing communication.
E. a form of communication that elicits an opinion from the receiver.
10. Management should determine what the specific responsibilities of personal selling will
be and what role it will assume relative to the other promotional mix elements. Which of the
following questions could best guide the management in determining the roles?
A. How many salespeople do the competitors have?
B. What is the total sale amount of the industry to which the company belongs?
C. How many people work in each department of the organization?
D. How is the company performing in the market and what is the market capitalization of the
company?
E. What specific information must be exchanged between the firm and potential customers?
11. Which of the following types of products is most likely to be sold using personal selling?
A. Computers
B. Packaged food
C. Consumer goods
D. Distilled water
E. Apparels
12. Personal selling is the most appropriate sales method when:
A. the margin of sales is low.
B. channel system is relatively long and direct to end-users.
C. advertising media provide an effective link with market targets.
D. features and performance of the product is relatively simple.
E. final price is negotiated between buyer and seller.
22-3
, Chapter 22 - Personal Selling (online)
13. Personal selling is commonly used for products such as life insurance. Identify the reason
behind this practice.
A. The customer is making a major purchase decision.
B. In most cases, final price of insuring is negotiated between buyer and seller.
C. The selling margin in insurance is relatively low.
D. Information needed by buyer cannot be provided entirely through advertising.
E. Creative selling is not required for simple products such as insurance.
14. A sales force is a major part of an organization's integrated marketing communications
mix when:
A. the channel system is very long and direct to the end-users.
B. product trial by customers is unnecessary to make purchase decisions.
C. the purchase decision is not a major one for the buyer.
D. product and service training are needed by channel intermediaries.
E. selling price or quality purchased provides a narrow margin.
15. Which of the following is the first stage of personal selling evolution?
A. Prospector
B. Provider
C. Preparer
D. Persuader
E. Presenter
16. You are the marketing manager of a company that produces complex industrial
machinery. The features and performance of the product require demonstration. Identify the
most prominent communication required for this product.
A. Shock advertising
B. Direct advertising
C. Personal selling
D. Retail selling
E. Mass communication
22-4
