1. Kotler / Armstrong, Chapter 16 ______ are salespersons who use creative selling and relationship building. 1.Order getters 2.Order takers 3.Task givers 4.none of the above

2. Kotler / Armstrong, Chapter 16 ______ are salespersons who use creative selling and relationship building. 1.Order getters 2.Order takers 3.Task givers 4.none of the above

3. Kotler / Armstrong, Chapter 16 Personal selling is the interpersonal arm of the promotion mix. 1.true 2.false

4. Kotler / Armstrong, Chapter 16 Personal selling is the interpersonal arm of the promotion mix. 1.true 2.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. 1.territorial 2.product 3.customer 4.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. 1.territorial 2.product 3.customer 4.extended

7. Kotler / Armstrong, Chapter 16 _______ includes recruiting, selecting, supervising, and evaluating salespeople. 1.Marketing mix 2.Product mix 3.Promotion mix 4.Sales force management

8. Kotler / Armstrong, Chapter 16 _______ includes recruiting, selecting, supervising, and evaluating salespeople. 1.Marketing mix 2.Product mix 3.Promotion mix 4.Sales force management

9. Kotler / Armstrong, Chapter 16 When a company’s products are varied or complex, it may utilize a _____ sales force structure. 1.territorial 2.product 3.customer 4.extended

10. Kotler / Armstrong, Chapter 16 When a company’s products are varied or complex, it may utilize a _____ sales force structure. 1.territorial 2.product 3.customer 4.extended

11. Kotler / Armstrong, Chapter 16 The workload approach is often useful when determining sales force _____. 1.structure 2.complexity 3.size 4.compensation

12. Kotler / Armstrong, Chapter 16 The workload approach is often useful when determining sales force _____. 1.structure 2.complexity 3.size 4.compensation

13. Kotler / Armstrong, Chapter 16 Which of the following are not members of an inside sales force staff? 1.technical support staff 2.merchandisers 3.telemarketers 4.sales assistants

14. Kotler / Armstrong, Chapter 16 Which of the following are not members of an inside sales force staff? 1.technical support staff 2.merchandisers 3.telemarketers 4.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. 1.the Internet 2.telemarketers 3.team selling 4.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. 1.the Internet 2.telemarketers 3.team selling 4.the budget approach

17. Kotler / Armstrong, Chapter 16 Which of the following is not a characteristic of a good salesperson mentioned in the text? 1.intrinsically motivated 2.well spoken 3.possesses a disciplined work style 4.good relationship builder

18. Kotler / Armstrong, Chapter 16 Which of the following is not a characteristic of a good salesperson mentioned in the text? 1.intrinsically motivated 2.well spoken 3.possesses a disciplined work style 4.good relationship builder

19. Kotler / Armstrong, Chapter 16 What is the first step in the selling process? 1.prospecting 2.closing 3.approach 4.commercialization

20. Kotler / Armstrong, Chapter 16 What is the first step in the selling process? 1.prospecting 2.closing 3.approach 4.commercialization

21. Kotler / Armstrong, Chapter 16 Which step of the selling process involves telling the product “story” to the buyer? 1.prospecting 2.closing 3.approach 4.presentation and demonstration

22. Kotler / Armstrong, Chapter 16 Which step of the selling process involves telling the product “story” to the buyer? 1.prospecting 2.closing 3.approach 4.presentation and demonstration

23. Kotler / Armstrong, Chapter 16 The final step in the selling process is _____. 1.closing 2.following up 3.handling objections 4.prospecting

24. Kotler / Armstrong, Chapter 16 The final step in the selling process is _____. 1.closing 2.following up 3.handling objections 4.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 _____. 1.direct media 2.direct channels 3.direct marketing 4.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 _____. 1.direct media 2.direct channels 3.direct marketing 4.one-to-one segmenting

27. Kotler / Armstrong, Chapter 16 Short-term incentives to encourage the purchase of your product or service is called ________. 1.buzz marketing 2.sales promotion 3.creative concept 4.positioning

28. Kotler / Armstrong, Chapter 16 Short-term incentives to encourage the purchase of your product or service is called ________. 1.buzz marketing 2.sales promotion 3.creative concept 4.positioning

29. Kotler / Armstrong, Chapter 16 A good customer mailing list is the equivalent of a good customer database. 1.true 2.false

30. Kotler / Armstrong, Chapter 16 A good customer mailing list is the equivalent of a good customer database. 1.true 2.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. 1.true 2.false

32. Kotler / Armstrong, Chapter 16 The growing use of sales promotion techniques has resulted in promotion clutter. 1.true 2.false

33. Kotler / Armstrong, Chapter 16 Building brand equity through “frequency marketing programs” has mushroomed in recent years. 1.true 2.false

34. Kotler / Armstrong, Chapter 16 Building brand equity through “frequency marketing programs” has mushroomed in recent years. 1.true 2.false

35. Kotler / Armstrong, Chapter 16 Which of the following is not true about direct- mail marketing? 1.It is flexible. 2.It costs less per thousand than mass media. 3.It allows for a high level of selectivity. 4.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? 1.It is flexible. 2.It costs less per thousand than mass media. 3.It allows for a high level of selectivity. 4.The results of direct-mail marketing are easy to measure.

37. Kotler / Armstrong, Chapter 16 Home shopping channels are a type of _____. 1.catalog marketing 2.direct-mail marketing 3.direct-response television marketing 4.mass marketing

38. Kotler / Armstrong, Chapter 16 Home shopping channels are a type of _____. 1.catalog marketing 2.direct-mail marketing 3.direct-response television marketing 4.mass marketing

39. Kotler / Armstrong, Chapter 16 A company using carefully coordinated multiple- media, multiple-stage campaigns is practicing _____. 1.integrated database marketing 2.integrated direct-mail marketing 3.integrated direct marketing 4.segmented marketing

40. Kotler / Armstrong, Chapter 16 A company using carefully coordinated multiple- media, multiple-stage campaigns is practicing _____. 1.integrated database marketing 2.integrated direct-mail marketing 3.integrated direct marketing 4.segmented marketing