Ch01
Student: ___________________________________________________________________________
1. In the opening profile, Lauren Bearden states that ___________________ is/are the key to earning the
right to act as a consultant to her clients.
A. visibility
B. accessibility
C. superior products
D. building trust
E. price
2. Because more and more customers are demanding 24/7 service, selling firms need:
A. to schedule sales people's work hours in 24 hour blocks.
B. to be available 24 hours a day, seven days a week.
C. more salespeople.
D. greater integrated marketing communications.
E. all of these
3. The text defines personal selling as a business activity involving a person-to-person communication
process during which a seller:
A. promotes the success of their products to gain the sale.
B. focuses on the short-term profit of the seller and the long-term value to the customer.
C. uncovers and satisfies the needs of a buyer to the mutual long-term benefit of both parties.
D. uses economic adaptive learning to address the macro financial needs of the customer.
E. sacrifices the satisfaction needs of employers and employees to create value for the customer.
4. Personal selling includes all of the following EXCEPT:
A. credit analysis.
B. building relationships with customers.
C. offering information.
D. helping customers identify problems.
E. after-the-sale service.
5. Ryan is trying to dispel the myth the role of sales people is to "sell refrigerators to Eskimos." He tells his
salespeople that they need to be a customer-centric organization that helps customers:
A. identify problems.
B. find information to about potential solutions.
C. by providing after-the-sale service.
D. by making the customer the center of their efforts.
E. all of these
6. Valerie's goal as a sales rep is to add ______, which is the total benefit that her company's products and
services provide to the buyer.
A. creativity
B. relationships
C. mission-driven maximization
D. value
E. go-to-market success
,7. Which of the following statements most describes someone engaged in personal selling?
A. The governor directs the state's legislature to enact a law that provides more legal protection for abused
children.
B. Jackson's parents loan him $1,000 to repair his car.
C. A mother removes her children for misbehaving at the restaurant.
D. Vivian interviews for a job she really wants.
E. Your professor gives you a choice of essay or multiple choice questions.
8. In "What I wish salespeople who call on me knew" U.S. Navy procurement officer N.C. McCahill wishes
salespeople would not:
A. drop by to just say hello.
B. ask how their bid compares to other bids that have been submitted.
C. try to buy me lunch.
D. tell me how bad the competition is.
E. all of the above
9. Gwen is considering how to sell her new product. She is considering Internet sales, hiring sales reps,
using a manufacturer's rep, and several other options. Gwen is considering her:
A. multi-channel mission.
B. go-to-market strategies.
C. customer-centric circle.
D. lifetime marketing value.
E. emotional versus intellectual challenge.
10. Sandra has decided to hire her own sales force as the sole method of marketing her products. She has
decided to use a ______________________ strategy.
A. public relations
B. customer value
C. sales-force intensive
D. missionary
E. all of these
11. The primary vehicle for providing unpaid personal communications to customers is:
A. publicity.
B. print advertising.
C. word of mouth.
D. broadcast advertising.
E. the salesperson.
12. One of the advantages of personal selling is it is the most _____ method used to communicate with
customers.
A. creditable
B. controlled
C. desirable
D. defensive
E. flexible
13. The reason information supplied through publicity is usually considered to be more credible than
information supplied by a salesperson is:
A. salespeople are considered unethical.
B. the information is communicated by sources perceived to be independent.
C. information communicated by salespeople can be changed to fit the situation.
D. publicity costs more than personal selling.
E. organizations have more control over when information is disseminated through publicity.
,14. Even though personal selling is the most expensive method of communication on a per person reached
basis, businesses continue to use personal selling because of advantages in:
A. flexibility and control.
B. cost.
C. credibility.
D. efficiency.
E. referral.
15. To promote their products, Valerie's firm has always depended solely on advertising in the local
newspaper and occasional direct mail programs. Valerie suggests using integrated marketing
communications because:
A. no single communication vehicle is free of weaknesses.
B. all organizations are doing so.
C. a sustainable competitive advantage can only be derived from alternative advertising.
D. it will lengthen their channels of distribution.
E. it will serve as a competitive intelligence tool.
16. Advance Machine Company makes industrial-strength floor cleaning equipment. In support of its sales
force, it ran ads in trade journals aimed at supermarkets, entertainment venues, educational institutions,
and other places that have a lot of foot traffic. It created an Internet website for customers to come and
look at what type of products it sold. It set up a toll free number for clients to call and created a direct
marketing piece that offered discounts and rebates on orders. Advance Machine Company used:
A. dyadic communication to reach its potential customers.
B. feedback to qualify leads.
C. integrated marketing communications.
D. a decentralized promotions organization.
E. any means possible to circumvent its sales force.
17. Integrated marketing communications is a program to coordinate all of the following marketing efforts
EXCEPT:
A. personal selling.
B. advertising.
C. sales promotion.
D. word-of-mouth.
E. production.
18. When Disney Company releases a new movie, they usually advertise on television, give out sales
promotion items at fast-food restaurants, create a website for the film, hold special showings of the
movie, and encourage people to talk about the movie. This coordination of all these efforts is called:
A. generative marketing.
B. tactical marketing.
C. integrated marketing communications.
D. the marketing concept.
E. relationship marketing.
19. From a buyer's perspective, value in a purchase decision equals:
A. the cost of goods sold - the marketing margin.
B. the relative price + the absolute cost.
C. the marginal difference between asset price and cost of sales.
D. the benefits received - (the selling price + time and effort to purchase).
E. distribution benefits received - production costs.
, 20. Which of the following statements about how salespeople spend their time each week is true?
A. Salespeople typically spend the least amount of time in an average week traveling and sitting in
waiting areas.
B. Most of the selling done by salespeople today is done over the telephone.
C. Salespeople spend less than 2 hours per week on administrative tasks.
D Salespeople spend more time performing administrative tasks, waiting and/or traveling, making service
. calls, and selling over the phone than in face-to-face selling.
E. None of these statements about how salespeople spend their time each week is true.
21. Alexandra has just returned from a sales training program focusing on eliminating errors in the
selling process through attention to details and effective communication. Alexandra has just received
________________ training.
A. 24/7
B. Six Sigma
C. missionary sales
D. Go-To-Market
E. CRM
22. Jerry was Zip's Business Services top salesperson. He often sold as much as the rest of the sales staff.
After many years, he left for a better offer with a competing firm. Many of Zip's customers moved with
Jerry. This illustrates in relationship marketing that:
A. companies control the flow of sales.
B. customers prefer loyal salespeople.
C. customers often have greater loyalty to salespeople than to the firms they represent.
D. companies need to pay salespeople more commission.
E.customers are unpredictable, requiring sales organizations to adjust strategies as environmental factors
alter the marketing landscape.
23. It's early on a Friday morning, and before she goes out to see any of her customers, Ruth checks her
company's database checking to make sure deliveries scheduled for some of her customers went out
earlier in the week. This activity is a component of which sales activity?
A. partnering
B. integrated communication
C. servicing customers
D. waiting
E. reporting
24. After making two major sales calls Jenneau spent time in her hotel room submitting information about the
calls over the Internet to her company. Jenneau was providing information to her firm's:
A. distribution channel efficacy system.
B. customer relationship management system.
C. business simulation system.
D. NAICS control center system.
E. situational management system.
25. The set of people and organizations responsible for the flow of products and services from producer to
ultimate consumer is called a firm's:
A. selling function.
B. sales channel.
C. marketing organization.
D. distribution channel.
E. sales organization.
Student: ___________________________________________________________________________
1. In the opening profile, Lauren Bearden states that ___________________ is/are the key to earning the
right to act as a consultant to her clients.
A. visibility
B. accessibility
C. superior products
D. building trust
E. price
2. Because more and more customers are demanding 24/7 service, selling firms need:
A. to schedule sales people's work hours in 24 hour blocks.
B. to be available 24 hours a day, seven days a week.
C. more salespeople.
D. greater integrated marketing communications.
E. all of these
3. The text defines personal selling as a business activity involving a person-to-person communication
process during which a seller:
A. promotes the success of their products to gain the sale.
B. focuses on the short-term profit of the seller and the long-term value to the customer.
C. uncovers and satisfies the needs of a buyer to the mutual long-term benefit of both parties.
D. uses economic adaptive learning to address the macro financial needs of the customer.
E. sacrifices the satisfaction needs of employers and employees to create value for the customer.
4. Personal selling includes all of the following EXCEPT:
A. credit analysis.
B. building relationships with customers.
C. offering information.
D. helping customers identify problems.
E. after-the-sale service.
5. Ryan is trying to dispel the myth the role of sales people is to "sell refrigerators to Eskimos." He tells his
salespeople that they need to be a customer-centric organization that helps customers:
A. identify problems.
B. find information to about potential solutions.
C. by providing after-the-sale service.
D. by making the customer the center of their efforts.
E. all of these
6. Valerie's goal as a sales rep is to add ______, which is the total benefit that her company's products and
services provide to the buyer.
A. creativity
B. relationships
C. mission-driven maximization
D. value
E. go-to-market success
,7. Which of the following statements most describes someone engaged in personal selling?
A. The governor directs the state's legislature to enact a law that provides more legal protection for abused
children.
B. Jackson's parents loan him $1,000 to repair his car.
C. A mother removes her children for misbehaving at the restaurant.
D. Vivian interviews for a job she really wants.
E. Your professor gives you a choice of essay or multiple choice questions.
8. In "What I wish salespeople who call on me knew" U.S. Navy procurement officer N.C. McCahill wishes
salespeople would not:
A. drop by to just say hello.
B. ask how their bid compares to other bids that have been submitted.
C. try to buy me lunch.
D. tell me how bad the competition is.
E. all of the above
9. Gwen is considering how to sell her new product. She is considering Internet sales, hiring sales reps,
using a manufacturer's rep, and several other options. Gwen is considering her:
A. multi-channel mission.
B. go-to-market strategies.
C. customer-centric circle.
D. lifetime marketing value.
E. emotional versus intellectual challenge.
10. Sandra has decided to hire her own sales force as the sole method of marketing her products. She has
decided to use a ______________________ strategy.
A. public relations
B. customer value
C. sales-force intensive
D. missionary
E. all of these
11. The primary vehicle for providing unpaid personal communications to customers is:
A. publicity.
B. print advertising.
C. word of mouth.
D. broadcast advertising.
E. the salesperson.
12. One of the advantages of personal selling is it is the most _____ method used to communicate with
customers.
A. creditable
B. controlled
C. desirable
D. defensive
E. flexible
13. The reason information supplied through publicity is usually considered to be more credible than
information supplied by a salesperson is:
A. salespeople are considered unethical.
B. the information is communicated by sources perceived to be independent.
C. information communicated by salespeople can be changed to fit the situation.
D. publicity costs more than personal selling.
E. organizations have more control over when information is disseminated through publicity.
,14. Even though personal selling is the most expensive method of communication on a per person reached
basis, businesses continue to use personal selling because of advantages in:
A. flexibility and control.
B. cost.
C. credibility.
D. efficiency.
E. referral.
15. To promote their products, Valerie's firm has always depended solely on advertising in the local
newspaper and occasional direct mail programs. Valerie suggests using integrated marketing
communications because:
A. no single communication vehicle is free of weaknesses.
B. all organizations are doing so.
C. a sustainable competitive advantage can only be derived from alternative advertising.
D. it will lengthen their channels of distribution.
E. it will serve as a competitive intelligence tool.
16. Advance Machine Company makes industrial-strength floor cleaning equipment. In support of its sales
force, it ran ads in trade journals aimed at supermarkets, entertainment venues, educational institutions,
and other places that have a lot of foot traffic. It created an Internet website for customers to come and
look at what type of products it sold. It set up a toll free number for clients to call and created a direct
marketing piece that offered discounts and rebates on orders. Advance Machine Company used:
A. dyadic communication to reach its potential customers.
B. feedback to qualify leads.
C. integrated marketing communications.
D. a decentralized promotions organization.
E. any means possible to circumvent its sales force.
17. Integrated marketing communications is a program to coordinate all of the following marketing efforts
EXCEPT:
A. personal selling.
B. advertising.
C. sales promotion.
D. word-of-mouth.
E. production.
18. When Disney Company releases a new movie, they usually advertise on television, give out sales
promotion items at fast-food restaurants, create a website for the film, hold special showings of the
movie, and encourage people to talk about the movie. This coordination of all these efforts is called:
A. generative marketing.
B. tactical marketing.
C. integrated marketing communications.
D. the marketing concept.
E. relationship marketing.
19. From a buyer's perspective, value in a purchase decision equals:
A. the cost of goods sold - the marketing margin.
B. the relative price + the absolute cost.
C. the marginal difference between asset price and cost of sales.
D. the benefits received - (the selling price + time and effort to purchase).
E. distribution benefits received - production costs.
, 20. Which of the following statements about how salespeople spend their time each week is true?
A. Salespeople typically spend the least amount of time in an average week traveling and sitting in
waiting areas.
B. Most of the selling done by salespeople today is done over the telephone.
C. Salespeople spend less than 2 hours per week on administrative tasks.
D Salespeople spend more time performing administrative tasks, waiting and/or traveling, making service
. calls, and selling over the phone than in face-to-face selling.
E. None of these statements about how salespeople spend their time each week is true.
21. Alexandra has just returned from a sales training program focusing on eliminating errors in the
selling process through attention to details and effective communication. Alexandra has just received
________________ training.
A. 24/7
B. Six Sigma
C. missionary sales
D. Go-To-Market
E. CRM
22. Jerry was Zip's Business Services top salesperson. He often sold as much as the rest of the sales staff.
After many years, he left for a better offer with a competing firm. Many of Zip's customers moved with
Jerry. This illustrates in relationship marketing that:
A. companies control the flow of sales.
B. customers prefer loyal salespeople.
C. customers often have greater loyalty to salespeople than to the firms they represent.
D. companies need to pay salespeople more commission.
E.customers are unpredictable, requiring sales organizations to adjust strategies as environmental factors
alter the marketing landscape.
23. It's early on a Friday morning, and before she goes out to see any of her customers, Ruth checks her
company's database checking to make sure deliveries scheduled for some of her customers went out
earlier in the week. This activity is a component of which sales activity?
A. partnering
B. integrated communication
C. servicing customers
D. waiting
E. reporting
24. After making two major sales calls Jenneau spent time in her hotel room submitting information about the
calls over the Internet to her company. Jenneau was providing information to her firm's:
A. distribution channel efficacy system.
B. customer relationship management system.
C. business simulation system.
D. NAICS control center system.
E. situational management system.
25. The set of people and organizations responsible for the flow of products and services from producer to
ultimate consumer is called a firm's:
A. selling function.
B. sales channel.
C. marketing organization.
D. distribution channel.
E. sales organization.
