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Multiple Choice Quiz
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1
According to the integrated marketing approach to promotion, personal selling should be viewed as a:
A)promotional mix element used sparingly because of its costs
B)substitute for any of the other elements of the promotional mix
C)promotional surrogate
D)partner with the other elements of the promotional mix
E)substitute for expending more time and effort on new product development
2
Personal selling differs from other forms of promotional communications because it uses _____ communications and the other elements of the promotional mix do not.
A)synergistic
B)adaptive
C)dyadic
D)indirect
E)consultative
3
The sales force is a major party of the integrated marketing communications (IMC) mix, when:
A)advertising media do not provide effective links with target markets
B)final price is set prior to the sales presentation
C)the channel system is relatively long and indirect to the end user
D)the product being sold is a consumer packaged good
E)the products must be pulled through the channel
4
What type of market exists when the salesperson is in the procreator stage of personal selling evolution?
A)segmented
B)coactive
C)participative
D)dyadic
E)sellers
5
A salesperson who wants to create a long-term bond with a customer should use:
A)relationship marketing
B)benefitizing
C)a transactional relationship
D)a transformational exchange
E)a joint venture
6
In which type of industry would you be most likely to find missionary sales reps?
A)services like banking
B)industries that operate in pure competition
C)an industry where the manufacturer sells online
D)professional services like dentistry
E)in industries where the manufacturer uses a distributor
7
To avoid channel conflict, marketers who want to have an online presence are advised to use the Web site as a lead generator. In other words, the site will:
A)handle sales objections
B)qualify prospects
C)determine what type of sales presentation should be used
D)perform the first step in the personal selling process
E)act as a trial close
8
After Humphrey purchased a new digital camera for his vacation, the retail sales clerk asked if he would also like to buy digital cards on which he could store the pictures until he was back at his computer again. The sales clerk has just engaged in:
A)a multilevel close
B)cross selling
C)a qualified sale
D)missionary selling
E)order taking
9
Which of the following is a disadvantage associated with the use of personal selling?
A)one-way communication
B)canned sales messages
C)poor reach
D)too many distractions
E)all of the above
10
A manufacturer could combine personal selling and _____ if it got a national newspaper to run a series of articles describing a new product it was developing that was made of recycled materials and then instructed its salespeople to mail the news article along with a personal card to each customer they thought might be interested in buying the new product.
A)public relations activities
B)advertising
C)direct selling
D)specialty advertising
E)sales promotions
11
A manufacturer could combine personal selling and _____ if it got a national newspaper to run a series of articles describing a new product it was developing that was made of recycled materials and then instructed its salespeople to mail the news article along with a personal card to leads they thought might be interested in buying the new product.
A)Internet promotion
B)trade advertising
C)direct marketing
D)specialty advertising
E)trade promotions
12
Which of the following is NOT an example of a criterion that can be used to evaluate a salesperson's performance?
A)program implementations
B)new-product development
C)attainment of communications objectives
D)provision of marketing intelligence
E)follow-up activities
13
The number of sales calls made, selling expenses, and percentage of goods returned are all examples of _____ measures of a salesperson's performance.
A)synergistic
B)qualitative
C)empathetic
D)dyadic
E)quantitative





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