Question 1

In which of the following situations would personal selling be the LEAST cost-effective choice?

Accepted Answer

A)  a manufacturer selling a line of running shoes to a chain of department stores 
B)  an automobile dealer selling luxury cars 
C)  a real estate agent selling a home 
D)  a chain of supermarkets selling convenience products 
E)  a computer systems firm selling hardware and software to a large business 
A)  a manufacturer selling a line of running shoes to a chain of department stores 
B)  an automobile dealer selling luxury cars 
C)  a real estate agent selling a home 
D)  a chain of supermarkets selling convenience products 
E)  a computer systems firm selling hardware and software to a large business

Question 2

Annual and quarterly financial reports are both examples of ________ activities.

Accepted Answer

A)  lobbying 
B)  corporate identity 
C)  sponsorship 
D)  investor relations 
E)  media relations 
A)  lobbying 
B)  corporate identity 
C)  sponsorship 
D)  investor relations 
E)  media relations

Question 3

A missionary salesperson stimulates demand for a product and is therefore a major part of the close of the sale.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is NOT a component of the updated communication model?

Accepted Answer

A)  the "democratization" of brand messages 
B)  Internet-based platforms 
C)  one-way communication from organizations to consumers 
D)  user-generated content 
E)  users sharing content with other users 
A)  the "democratization" of brand messages 
B)  Internet-based platforms 
C)  one-way communication from organizations to consumers 
D)  user-generated content 
E)  users sharing content with other users

Question 5

Marlene Arau is a member of the sales force at Urban Fashions, a clothing manufacturer. Marlene is getting ready for a first meeting with a wholesaler who is a potential customer, and she is preparing herself by learning as much as she can about the wholesaler's organization. Marlene is in the ________ step of the personal selling process.

Accepted Answer

A)  prospect and qualify 
B)  preapproach 
C)  approach 
D)  handle objections 
E)  follow-up 
A)  prospect and qualify 
B)  preapproach 
C)  approach 
D)  handle objections 
E)  follow-up

Question 6

The makers of a new type of soap that can be used to both wash and wax your car with only one application have determined that personal selling would not be best for this product. Explain why this is or isn't a good marketing communication decision.

Accepted Answer

When the dollar amount of individual pur

Question 7

Which of the following is the most likely description of the modern catalog customer?

Accepted Answer

A)  someone who has little or no access to retail stores 
B)  someone who has little or no access to Internet technologies 
C)  someone who wants to save time shopping 
D)  someone who shops only for sales bargains 
E)  someone who does not accept telemarketing calls 
A)  someone who has little or no access to retail stores 
B)  someone who has little or no access to Internet technologies 
C)  someone who wants to save time shopping 
D)  someone who shops only for sales bargains 
E)  someone who does not accept telemarketing calls

Question 8

Which of the following is NOT a form of direct marketing?

Accepted Answer

A)  mass marketing 
B)  catalogs 
C)  direct mail 
D)  telemarketing 
E)  m-commerce 
A)  mass marketing 
B)  catalogs 
C)  direct mail 
D)  telemarketing 
E)  m-commerce

Question 9

A salesperson who telecommutes rather than travel to a home office and clients' offices is working from a virtual office.

Accepted Answer

A) True 
 B)False

Question 10

At the sales presentation for EFTPS (a type of software for making the payment of all federal taxes secure, easy, and fast), it would be most logical for which member of the sales staff to demonstrate how payments can be set up 12 months in advance and how easy it is to view payment history?

Accepted Answer

A)  the order taker 
B)  the missionary salesperson 
C)  the technical specialist 
D)  the relationship manager 
E)  the reactive salesperson 
A)  the order taker 
B)  the missionary salesperson 
C)  the technical specialist 
D)  the relationship manager 
E)  the reactive salesperson

Question 11

Which of the following were designed to allow users to alert their friends of their exact whereabouts via their mobile phones?

Accepted Answer

A)  virtual worlds 
B)  location-based social networks 
C)  product review sites 
D)  social networking sites 
E)  avatars 
A)  virtual worlds 
B)  location-based social networks 
C)  product review sites 
D)  social networking sites 
E)  avatars

Question 12

________ bypass channel intermediaries and sell directly from manufacturer to consumer through personal, one-to-one contact.

Accepted Answer

A)  Order getters 
B)  Transactional sellers 
C)  Missionary salespeople 
D)  Direct marketers 
E)  Direct sellers 
A)  Order getters 
B)  Transactional sellers 
C)  Missionary salespeople 
D)  Direct marketers 
E)  Direct sellers

Question 13

As a result of the federal government's Do Not Call Registry, telemarketing is now rarely used.

Accepted Answer

A) True 
 B)False

Question 14

A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items, is a ________.

Accepted Answer

A)  brochure 
B)  pamphlet 
C)  catalog 
D)  direct-mail item 
E)  telemarketing item 
A)  brochure 
B)  pamphlet 
C)  catalog 
D)  direct-mail item 
E)  telemarketing item

Question 15

A flash mob is a type of ________.

Accepted Answer

A)  lobbying 
B)  guerilla marketing 
C)  sponsorship 
D)  crisis management 
E)  ambient advertising 
A)  lobbying 
B)  guerilla marketing 
C)  sponsorship 
D)  crisis management 
E)  ambient advertising

Question 16

A(n) ________ promotes the firm and tries to stimulate demand for a product but does not actually complete a sale.

Accepted Answer

A)  order taker 
B)  order getter 
C)  missionary salesperson 
D)  relationship manager 
E)  new-business manager 
A)  order taker 
B)  order getter 
C)  missionary salesperson 
D)  relationship manager 
E)  new-business manager

Question 17

A ________ is a loyal customer who works for a brand for free.

Accepted Answer

A)  relationship manager 
B)  stealth marketer 
C)  brand ambassador 
D)  public relations specialist 
E)  brand avatar 
A)  relationship manager 
B)  stealth marketer 
C)  brand ambassador 
D)  public relations specialist 
E)  brand avatar

Question 18

Compare and contrast proactive public relations activities and crisis management.

Accepted Answer

Proactive public relations activities st

Question 19

Southern Security makes safes for storing valuables. When Ed sold safes for the company, he sometimes told a prospect, "The model safe you are looking at is on sale this week. If you wait until next week to buy, you will spend $100 more." When Ed used this approach, he was using the ________ close.

Accepted Answer

A)  canned 
B)  standing-room-only 
C)  assumptive 
D)  minor points 
E)  stimulus-response 
A)  canned 
B)  standing-room-only 
C)  assumptive 
D)  minor points 
E)  stimulus-response

Question 20

After the sales presentation, which of the following is the next step in the creative selling process?

Accepted Answer

A)  block objections 
B)  handle objections 
C)  begin building a bridge to the next sale 
D)  wait for signals that the customer is ready to buy 
E)  indirectly ask the customer for her business 
A)  block objections 
B)  handle objections 
C)  begin building a bridge to the next sale 
D)  wait for signals that the customer is ready to buy 
E)  indirectly ask the customer for her business

In which of the following situations would personal selling be the LEAST cost-effective choice?

Annual and quarterly financial reports are both examples of ________ activities.

A missionary salesperson stimulates demand for a product and is therefore a major part of the close of the sale.

Which of the following is NOT a component of the updated communication model?

The makers of a new type of soap that can be used to both wash and wax your car with only one application have determined that personal selling would not be best for this product. Explain why this is or isn't a good marketing communication decision.

Which of the following is the most likely description of the modern catalog customer?

Which of the following is NOT a form of direct marketing?

A salesperson who telecommutes rather than travel to a home office and clients' offices is working from a virtual office.

At the sales presentation for EFTPS (a type of software for making the payment of all federal taxes secure, easy, and fast), it would be most logical for which member of the sales staff to demonstrate how payments can be set up 12 months in advance and how easy it is to view payment history?

Which of the following were designed to allow users to alert their friends of their exact whereabouts via their mobile phones?

________ bypass channel intermediaries and sell directly from manufacturer to consumer through personal, one-to-one contact.

As a result of the federal government's Do Not Call Registry, telemarketing is now rarely used.

A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items, is a ________.

A flash mob is a type of ________.

A(n) ________ promotes the firm and tries to stimulate demand for a product but does not actually complete a sale.

A ________ is a loyal customer who works for a brand for free.

Compare and contrast proactive public relations activities and crisis management.

Southern Security makes safes for storing valuables. When Ed sold safes for the company, he sometimes told a prospect, "The model safe you are looking at is on sale this week. If you wait until next week to buy, you will spend $100 more." When Ed used this approach, he was using the ________ close.

After the sales presentation, which of the following is the next step in the creative selling process?

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion I: Advertising and Sales Promotion

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Exam 14: Promotion Ii: Social Media, Directdatabase Marketing, Personal Selling, and Public Relations

In which of the following situations would personal selling be the LEAST cost-effective choice?

Annual and quarterly financial reports are both examples of ________ activities.

A missionary salesperson stimulates demand for a product and is therefore a major part of the close of the sale.

Which of the following is NOT a component of the updated communication model?

The makers of a new type of soap that can be used to both wash and wax your car with only one application have determined that personal selling would not be best for this product. Explain why this is or isn't a good marketing communication decision.

Which of the following is the most likely description of the modern catalog customer?

Which of the following is NOT a form of direct marketing?

A salesperson who telecommutes rather than travel to a home office and clients' offices is working from a virtual office.

At the sales presentation for EFTPS (a type of software for making the payment of all federal taxes secure, easy, and fast), it would be most logical for which member of the sales staff to demonstrate how payments can be set up 12 months in advance and how easy it is to view payment history?

Which of the following were designed to allow users to alert their friends of their exact whereabouts via their mobile phones?

________ bypass channel intermediaries and sell directly from manufacturer to consumer through personal, one-to-one contact.

As a result of the federal government's Do Not Call Registry, telemarketing is now rarely used.

A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items, is a ________.

A flash mob is a type of ________.

A(n) ________ promotes the firm and tries to stimulate demand for a product but does not actually complete a sale.

A ________ is a loyal customer who works for a brand for free.

Compare and contrast proactive public relations activities and crisis management.

Southern Security makes safes for storing valuables. When Ed sold safes for the company, he sometimes told a prospect, "The model safe you are looking at is on sale this week. If you wait until next week to buy, you will spend $100 more." When Ed used this approach, he was using the ________ close.

After the sales presentation, which of the following is the next step in the creative selling process?

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion I: Advertising and Sales Promotion

Filters