Transcript kotler16_crsr

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
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
Kotler / Armstrong, Chapter 16
Personal selling is the interpersonal arm of the
promotion mix.
1. true
2. false
Kotler / Armstrong, Chapter 16
Personal selling is the interpersonal arm of the
promotion mix.
1. true
2. false
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
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
Kotler / Armstrong, Chapter 16
_______ includes recruiting, selecting,
supervising, and evaluating salespeople.
1. Marketing mix
2. Product mix
3. Promotion mix
4. Sales force management
Kotler / Armstrong, Chapter 16
_______ includes recruiting, selecting,
supervising, and evaluating salespeople.
1. Marketing mix
2. Product mix
3. Promotion mix
4. Sales force management
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
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
Kotler / Armstrong, Chapter 16
The workload approach is often useful when
determining sales force _____.
1. structure
2. complexity
3. size
4. compensation
Kotler / Armstrong, Chapter 16
The workload approach is often useful when
determining sales force _____.
1. structure
2. complexity
3. size
4. compensation
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
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
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
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
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
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
Kotler / Armstrong, Chapter 16
What is the first step in the selling process?
1. prospecting
2. closing
3. approach
4. commercialization
Kotler / Armstrong, Chapter 16
What is the first step in the selling process?
1. prospecting
2. closing
3. approach
4. commercialization
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
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
Kotler / Armstrong, Chapter 16
The final step in the selling process is _____.
1. closing
2. following up
3. handling objections
4. prospecting
Kotler / Armstrong, Chapter 16
The final step in the selling process is _____.
1. closing
2. following up
3. handling objections
4. prospecting
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
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
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
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
Kotler / Armstrong, Chapter 16
A good customer mailing list is the equivalent of
a good customer database.
1. true
2. false
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.)
Kotler / Armstrong, Chapter 16
The growing use of sales promotion techniques
has resulted in promotion clutter.
1. true
2. false
Kotler / Armstrong, Chapter 16
The growing use of sales promotion techniques
has resulted in promotion clutter.
1. true
2. false
Kotler / Armstrong, Chapter 16
Building brand equity through “frequency
marketing programs” has mushroomed in
recent years.
1. true
2. false
Kotler / Armstrong, Chapter 16
Building brand equity through “frequency
marketing programs” has mushroomed in
recent years.
1. true
2. false
Kotler / Armstrong, Chapter 16
Which of the following is not true about directmail 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.
Kotler / Armstrong, Chapter 16
Which of the following is not true about directmail 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.
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
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
Kotler / Armstrong, Chapter 16
A company using carefully coordinated multiplemedia, multiple-stage campaigns is practicing
_____.
1. integrated database marketing
2. integrated direct-mail marketing
3. integrated direct marketing
4. segmented marketing
Kotler / Armstrong, Chapter 16
A company using carefully coordinated multiplemedia, multiple-stage campaigns is practicing
_____.
1. integrated database marketing
2. integrated direct-mail marketing
3. integrated direct marketing
4. segmented marketing