1. Kotler / Armstrong, Chapter 16
______ are salespersons who use creative selling and relationship building.
Order getters
Order takers
Task givers
none of the above

2. Kotler / Armstrong, Chapter 16
______ are salespersons who use creative selling and relationship building.
Order getters
Order takers
Task givers
none of the above

3. Kotler / Armstrong, Chapter 16
Personal selling is the interpersonal arm of the promotion mix.
true
false

4. Kotler / Armstrong, Chapter 16
Personal selling is the interpersonal arm of the promotion mix.
true
false

5. Kotler / Armstrong, Chapter 16
If a company sells only one product line to one industry, then it should use a(n) _____sales force structure.
territorial
product
customer
extended

6. Kotler / Armstrong, Chapter 16
If a company sells only one product line to one industry, then it should use a(n) _____ sales force structure.
territorial
product
customer
extended

7. Kotler / Armstrong, Chapter 16
_______ includes recruiting, selecting, supervising, and evaluating salespeople.
Marketing mix
Product mix
Promotion mix
Sales force management

8. Kotler / Armstrong, Chapter 16
_______ includes recruiting, selecting, supervising, and evaluating salespeople.
Marketing mix
Product mix
Promotion mix
Sales force management

9. Kotler / Armstrong, Chapter 16
When a company’s products are varied or complex, it may utilize a _____ sales force structure.
territorial
product
customer
extended

10. Kotler / Armstrong, Chapter 16
When a company’s products are varied or complex, it may utilize a _____ sales force structure.
territorial
product
customer
extended

11. Kotler / Armstrong, Chapter 16
The workload approach is often useful when determining sales force _____.
structure
complexity
size
compensation

12. Kotler / Armstrong, Chapter 16
The workload approach is often useful when determining sales force _____.
structure
complexity
size
compensation

13. Kotler / Armstrong, Chapter 16
Which of the following are not members of an inside sales force staff?
technical support staff
merchandisers
telemarketers
sales assistants

14. Kotler / Armstrong, Chapter 16
Which of the following are not members of an inside sales force staff?
technical support staff
merchandisers
telemarketers
sales assistants

15. Kotler / Armstrong, Chapter 16
As products/services become more complex and customers become more demanding, companies must use _____ to service these large, complex accounts.
the Internet
telemarketers
team selling
the budget approach

16. Kotler / Armstrong, Chapter 16
As products/services become more complex and customers become more demanding, companies must use _____ to service these large, complex accounts.
the Internet
telemarketers
team selling
the budget approach

17. Kotler / Armstrong, Chapter 16
Which of the following is not a characteristic of a good salesperson mentioned in the text?
intrinsically motivated
well spoken
possesses a disciplined work style
good relationship builder

18. Kotler / Armstrong, Chapter 16
Which of the following is not a characteristic of a good salesperson mentioned in the text?
intrinsically motivated
well spoken
possesses a disciplined work style
good relationship builder

19. Kotler / Armstrong, Chapter 16
What is the first step in the selling process?
prospecting
closing
approach
commercialization

20. Kotler / Armstrong, Chapter 16
What is the first step in the selling process?
prospecting
closing
approach
commercialization

21. Kotler / Armstrong, Chapter 16
Which step of the selling process involves telling the product “story” to the buyer?
prospecting
closing
approach
presentation and demonstration

22. Kotler / Armstrong, Chapter 16
Which step of the selling process involves telling the product “story” to the buyer?
prospecting
closing
approach
presentation and demonstration

23. Kotler / Armstrong, Chapter 16
The final step in the selling process is _____.
closing
following up
handling objections
prospecting

24. Kotler / Armstrong, Chapter 16
The final step in the selling process is _____.
closing
following up
handling objections
prospecting

25. Kotler / Armstrong, Chapter 16
Direct connections with carefully targeted individual consumers to obtain an immediate response and to build long-term relationships is known as _____.
direct media
direct channels
direct marketing
one-to-one segmenting

26. Kotler / Armstrong, Chapter 16
Direct connections with carefully targeted individual consumers to obtain an immediate response and to build long-term relationships is known as _____.
direct media
direct channels
direct marketing
one-to-one segmenting

27. Kotler / Armstrong, Chapter 16
Short-term incentives to encourage the purchase of your product or service is called ________.
buzz marketing
sales promotion
creative concept
positioning

28. Kotler / Armstrong, Chapter 16
Short-term incentives to encourage the purchase of your product or service is called ________.
buzz marketing
sales promotion
creative concept
positioning

29. Kotler / Armstrong, Chapter 16
A good customer mailing list is the equivalent of a good customer database.
true
false

30. Kotler / Armstrong, Chapter 16
A good customer mailing list is the equivalent of a good customer database.
true
false (A good database contains much more information than a simple mailing list.)

31. Kotler / Armstrong, Chapter 16
The growing use of sales promotion techniques has resulted in promotion clutter.
true
false

32. Kotler / Armstrong, Chapter 16
The growing use of sales promotion techniques has resulted in promotion clutter.
true
false

33. Kotler / Armstrong, Chapter 16
Building brand equity through “frequency marketing programs” has mushroomed in recent years.
true
false

34. Kotler / Armstrong, Chapter 16
Building brand equity through “frequency marketing programs” has mushroomed in recent years.
true
false

35. Kotler / Armstrong, Chapter 16
Which of the following is not true about direct-mail marketing?
It is flexible.
It costs less per thousand than mass media.
It allows for a high level of selectivity.
The results of direct-mail marketing are easy to measure.

36. Kotler / Armstrong, Chapter 16
Which of the following is not true about direct-mail marketing?
It is flexible.
It costs less per thousand than mass media.
It allows for a high level of selectivity.
The results of direct-mail marketing are easy to measure.

37. Kotler / Armstrong, Chapter 16
Home shopping channels are a type of _____.
catalog marketing
direct-mail marketing
direct-response television marketing
mass marketing

38. Kotler / Armstrong, Chapter 16
Home shopping channels are a type of _____.
catalog marketing
direct-mail marketing
direct-response television marketing
mass marketing

39. Kotler / Armstrong, Chapter 16
A company using carefully coordinated multiple-media, multiple-stage campaigns is practicing _____.
integrated database marketing
integrated direct-mail marketing
integrated direct marketing
segmented marketing

40. Kotler / Armstrong, Chapter 16
A company using carefully coordinated multiple-media, multiple-stage campaigns is practicing _____.
integrated database marketing
integrated direct-mail marketing
integrated direct marketing
segmented marketing