Integrated Marketing Communications: Personal Selling and Direct Marketing

6698 Words Feb 27th, 2013 27 Pages
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: a. loners. b. cigar-smoking. c. backslapping. d. conservative Bible-thumpers.

Answer: (d) Difficulty: (1) Page: 513

3. Modern salespeople build __________________ by listening to
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Each salesperson is assigned to an exclusive area in which to sell the company’s full line of products or services in which type of sales force structure? a. territorial sales force b. product sales force c. customer sales force d. hybrid sales force

Answer: (a) Difficulty: (1) Page: 516, 517

14. Which of the following sales force design structures has the following advantages: the salesperson’s job is clearly defined; the salesperson gets credit for all sales made; there is encouragement to build local business relationships; and travel expenses are relatively small? a. territorial sales force b. product sales force c. customer sales force d. hybrid sales force

Answer: (a) Difficulty: (3) Page: 516

15. The type of sales force structure in which the sales force sells along product lines is called a: a. territorial sales force. b. product sales force. c. customer sales force. d. retail sales force.

Answer: (b) Difficulty: (1) Page: 516

16. If Kodak uses different sales forces for its film products than for its industrial products, which of the following sales force structures would Kodak most likely be using? a. territorial sales force b. product sales force c. customer sales force d. hybrid sales force

Answer: (b) Difficulty: (2) Page: 516

17. Designing the

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