Principles of Marketing 15th Global Edition - TB chapter 16

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1、PrinciplesofMarketing,15eglobal(Kotler/Armstrong)Chapter16PersonalSellingandSalesPromotion1)Whichofthefollowingistruewithregardtopersonalselling?A)Personalsellingentailspersonalpresentationsbyafirm'ssalesforceforthepurposeofmakingsalesandbuildingcustomerrelationships.B)Perso

2、nalsellinginvolvesmakingpersonalrequeststopotentialbuyerstoenterintoshort-termbusinessrelationshipswithfirms.C)Personalsellingdistancesthebuyerfromtheselleranddoesnotfocusonbuildingenduringrelationships.D)Anoutsidesalesforceisnotinvolvedinpersonalselling.E)Personalsellingisa

3、relativelynewprofession.Answer:APageRef:464Skill:ConceptObjective:16-1Difficulty:Easy2)A(n)________isanindividualwhorepresentsacompanytocustomersbyprospecting,communicating,selling,servicing,informationgathering,and/orrelationshipbuilding.A)salespersonB)trainerC)auditorD)man

4、agerE)humanresourcepersonnelAnswer:APageRef:464Skill:ConceptObjective:16-1Difficulty:Easy3)Whichofthefollowingistrueaboutthesalesforceofacompany?A)Salespeoplerepresentcustomerstothecompanyandmanagethebuyer-sellerrelationship.B)Salespeoplerepresentworkers'intereststouppermana

5、gement.C)Theprimaryresponsibilityofasalesforceistoformulateoperationalstrategies.D)Thesalesforceisresponsibleforproductdevelopmentandproductstrategy.E)Thesalesforceoverseestheauditingprocessandrecoversmoneyfromdefaultingcustomers.Answer:APageRef:466Skill:ConceptObjective:16-

6、1Difficulty:Moderate46Copyright©2014PearsonEducation,Inc.4)Whichofthefollowingwouldmostlikelyimprovecoordinationbetweenmarketingandsales?A)Salespeopleshouldparticipateinmarketingplanningsessionsbysharingfirsthandcustomerknowledge.B)Salespeopleshoulddirectlyparticipateinthede

7、velopmentofnewproducts.C)Thesalesforceshouldstrategizepromotionalstrategiesandbetheprimarydecisionmakersaboutmarketing.D)Marketingmanagersshouldfieldtestnewpromotionstrategiesbeforethesalesteam.E)Themarketingandthesalesdepartmentsshouldconductannualjobrotations.Answer:APageR

8、ef:466Skill:ConceptObjective:16-1Difficulty:Moderate5)AtPrice&WallaceInc.,a