Chapter 22 – Personal Selling

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1. Personal selling is typically under the control of the
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sales manager
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2. Personal selling refers to selling
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through a person-to-person communications process.
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3. Which of the following statements about personal selling is true?
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Integrated marketing communication tools are used in conjunction with personal selling.
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4. For which of the following products would personal selling play a dominant role?
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Earthmoving equipment
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5. Personal selling most notably differs from the other forms of promotional communication due to
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the opportunity for direct and immediate feedback
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72. Which of the following characteristics of personal selling can be both advantageous and disadvantageous?
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The ability to personalize the sales message
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76. Personal selling may lead to potential ethical problems. What is the major reason for this?
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Managers do not have complete control over the messages of salespeople.
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77. Marketer often use mass communications as an alternative of personal selling. What is the major reason for this?
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Increasing cost of personal selling
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78. Personal selling often results in conflicts between sales force and management. Which of the following is the major reason for these conflicts?
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Sales force and marketing may not be working as a team.
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79. At which stage of the adoption hierarchy would personal selling likely be least useful?
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Awareness
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172.Which of the following characteristics of personal selling can be both advantageous and disadvantageous?
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The ability to personalize the sales message
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177.Marketer often use mass communications as an alternative of personal selling. What is the major reason for this?
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Increasing cost of personal selling
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178.Personal selling often results in conflicts between sales force and management. Which of the following is the major reason for these conflicts?
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Sales force and marketing may not be working as a team.
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179.At which stage of the adoption hierarchy would personal selling likely be least useful?
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Awareness
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80. Studies conducted to examine the combination of advertising and personal selling efforts have shown:
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Companies can improve reach, reduce costs, and improve the probability of a sale by combining advertising and personal selling.
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81. Identify a situation where personal selling is more likely to be used than the other methods of sales communication.
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The salesperson has to stimulate a trial to make the prospect buy.
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82. When a new product is being introduced, and the seller needs to reach as many people in the target market as quickly and as cost effectively as possible, personal selling combined with _____ is likely to be most effective.
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advertising
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83. Research has shown combining advertising with personal selling results in:
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improved reach
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85. Personal selling is a more appropriate tool than advertising when the objective is to:
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ask for a sale.
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180. Studies conducted to examine the combination of advertising and personal selling efforts have shown:
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Companies can improve reach, reduce costs, and improve the probability of a sale by combining advertising and personal selling.
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181. Identify a situation where personal selling is more likely to be used than the other methods of sales communication.
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The salesperson has to stimulate a trial to make the prospect buy.
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182.When a new product is being introduced
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and the seller needs to reach as many people in the target market as quickly and as cost effectively as possible, personal selling combined with _____ is likely to be most effective.,advertising
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183.Research has shown combining advertising with personal selling results in:
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improved reach.
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116.You are the marketing manager of a company that produces complex industrial machinery. The features and performance of the product require demonstration. Identify the most prominent communication required for this product.
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Personal selling
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118.In the _____ stage of personal selling evolution
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selling involves an attempt to influence market members to buy the supplier’s offerings.,persuader
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120.You sell commercial washing machines to buyers such as hotels and hospitals. At first
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you calculate the washing requirements and identify the troubles faced by the buyers. Based on your evaluation, you create a need in the customers’ mind to sell the products. You are in the _____ stage of personal selling evolution.,problem-solver
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121.You operate in a segmented market. You face differentiated and growing competition. You are in the _____ stage of personal selling evolution.
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prospector
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16. You are the marketing manager of a company that produces complex industrial machinery. The features and performance of the product require demonstration. Identify the most prominent communication required for this product.
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Personal selling
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18. In the _____ stage of personal selling evolution
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selling involves an attempt to influence market members to buy the supplier’s offerings.,persuader
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20. You sell commercial washing machines to buyers such as hotels and hospitals. At first
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you calculate the washing requirements and identify the troubles faced by the buyers. Based on your evaluation, you create a need in the customers’ mind to sell the products. You are in the _____ stage of personal selling evolution,problem-solver
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21. You operate in a segmented market. You face differentiated and growing competition. You are in the _____ stage of personal selling evolution.
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prospector
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65. Personal selling is often considered superior to the other marketing communication techniques. Which of the following is one of the reasons for it?
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Salespeople can often involve in decision making in personal selling.
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10. Management should determine what the specific responsibilities of personal selling will be and what role it will assume relative to the other promotional mix elements. Which of the following questions could best guide the management in determining the roles?
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What specific information must be exchanged between the firm and potential customers?
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12. Personal selling is the most appropriate sales method when:
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final price is negotiated between buyer and seller.
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13. Personal selling is commonly used for products such as life insurance. Identify the reason behind this practice.
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Information needed by buyer cannot be provided entirely through advertising.
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15. Which of the following is the first stage of personal selling evolution?
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Provider
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162.Of all the promotional program elements
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only personal selling provides the opportunity for:,direct feedback.
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163.The use of personal selling offers the opportunity to assess the sales situation and to adapt the sales message accordingly. This is called:
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a direct feedback network.
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63. Of all the promotional program elements
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only personal selling provides the opportunity for:,low-cost operations.
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64. The use of personal selling offers the opportunity to assess the sales situation and to adapt the sales message accordingly. This is called:
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dyadic planning.
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110.Management should determine what the specific responsibilities of personal selling will be and what role it will assume relative to the other promotional mix elements. Which of the following questions could best guide the management in determining the roles?
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What specific information must be exchanged between the firm and potential customers?
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115.Which of the following is the first stage of personal selling evolution?
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Provider
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43. Personal selling has many advantages over other communications methods. However
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most companies do not use this extensively. Which of the following is the major reason for this?,Personal selling is expensive compared to other forms of communication.
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123.Which of the following stages in the evolution of personal selling is likely to be associated with a participative market?
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Problem-solver
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124.Which of the following statements on the likely nature and intensity of competition during the persuader stage of personal selling evolution is true?
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Undifferentiated competition exists with slight intensity.
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125.Your firm operates in a market that is characterized by focused competition. The market is also growing in terms of breadth and service offerings. Identify the stage of personal selling evolution at which your firm operates.
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Procreator
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23. Which of the following stages in the evolution of personal selling is likely to be associated with a participative market?
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Problem-solver
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24. Which of the following statements on the likely nature and intensity of competition during the persuader stage of personal selling evolution is true?
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Undifferentiated competition exists with slight intensity
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25. Your firm operates in a market that is characterized by focused competition. The market is also growing in terms of breadth and service offerings. Identify the stage of personal selling evolution at which your firm operates.
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Procreator
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142.Which of the following products is most likely to benefit from personal selling communications?
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Lathe machine

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