0133850730_tb chapter 16

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1、PrinciplesofMarketing,16e(Kotler)Chapter16PersonalSellingandSalesPromotion1)Whichofthefollowingistruewithregardtopersonalselling?A)Personalsellingentailspersonalpresentationsbyafirm'ssalesforceforthepurposeofmakingsalesandbuildingcustomerrelationships.B)P

2、ersonalsellinginvolvesmakingpersonalrequeststopotentialbuyerstoenterintoshort-termbusinessrelationshipswithfirms.C)Personalsellingdistancesthebuyerfromtheselleranddoesnotfocusonbuildingenduringrelationships.D)Anoutsidesalesforceisnotinvolvedinpersonalsell

3、ing.E)Personalsellingisarelativelynewprofession.Answer:AAACSB:AnalyticalthinkingSkill:ConceptObjective:LO16.1:Discusstheroleofacompany'ssalespeopleincreatingvalueforcustomersandbuildingcustomerrelationships.Difficulty:Easy2)A(n)________isanindividualwhore

4、presentsacompanytocustomersbyprospecting,communicating,selling,servicing,informationgathering,and/orrelationshipbuilding.A)auditorB)trainerC)salespersonD)managerE)humanresourcepersonnelAnswer:CAACSB:AnalyticalthinkingSkill:ConceptObjective:LO16.1:Discusst

5、heroleofacompany'ssalespeopleincreatingvalueforcustomersandbuildingcustomerrelationships.Difficulty:Easy3)Whichofthefollowingistrueaboutthesalesforceofacompany?A)Salespeoplerepresentcustomerstothecompanyandmanagethebuyer-sellerrelationship.B)Salespeoplere

6、presentworkers'intereststouppermanagement.C)Theprimaryresponsibilityofasalesforceistoformulateoperationalstrategies.D)Thesalesforceisresponsibleforproductdevelopmentandproductstrategy.E)Thesalesforceoverseestheauditingprocessandrecoversmoneyfromdefaulting

7、customers.Answer:AAACSB:AnalyticalthinkingSkill:ConceptObjective:LO16.1:Discusstheroleofacompany'ssalespeopleincreatingvalueforcustomersandbuildingcustomerrelationships.Difficulty:Moderate48Copyright©2016PearsonEducation,Inc.4)Whichofthefollowingwouldmost

8、likelyimprovecoordinationbetweenmarketingandsales?A)Salespeopleshoulddirectlyparticipateinthedevelopmentofnewproducts.B)Salespeopleshouldparticipateinmarketingplanningsessionsbysharingfirsthandcustomerknowledge.C)Th