Air Asia Strategic Management
Chapter 13
Communicating Customer Value: Personal Selling and
Direct Marketing
GENERAL CONTENT: Multiple-Choice Questions
1. These employees are well-educated, well-trained professionals who work to build and maintain long-term customer relationships by listening to their customers, assessing customer needs, and organizing the company’s efforts to solve customer problems. Who are these employees? a. Managers. b. Missionary salespeople. c. Salespeople. d. Sales managers. e. All of the above.
(Answer: e; 401; Moderate)
2. Which of the following communication and promotion tools involve direct connections with customers aimed toward building customer-unique value and lasting relationships? a. Personal selling. b. Direct marketing. c. E-commerce. d. Publicity. e. A and B.
(Answer: e; p. 401; Moderate)
3. Johnson Fabric Company has four selling positions for employees. One of them is not really an actual selling position. Which is it? a. Order taker. b. Missionary salesperson. c. Order getter. d. Creative selling. e. B and D
(Answer: e; p. 402; Moderate)
4. A _____ is an individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering. a. sales manager b. sales executive c. sales support person d. salesperson e. none of the above
(Answer: d; p. 402; Easy)
5. _____ involves two-way, personal communication between salespeople and individual customers—whether face-to-face, by telephone, through video or Web conferences, or by other means. a. Advertising b. Persuasive selling c. Personal selling d. Integrated marketing communication e. A and B
(Answer: c; p. 402; Easy)
6. Current view holds that salespeople should be concerned with
Communicating Customer Value: Personal Selling and
Direct Marketing
GENERAL CONTENT: Multiple-Choice Questions
1. These employees are well-educated, well-trained professionals who work to build and maintain long-term customer relationships by listening to their customers, assessing customer needs, and organizing the company’s efforts to solve customer problems. Who are these employees? a. Managers. b. Missionary salespeople. c. Salespeople. d. Sales managers. e. All of the above.
(Answer: e; 401; Moderate)
2. Which of the following communication and promotion tools involve direct connections with customers aimed toward building customer-unique value and lasting relationships? a. Personal selling. b. Direct marketing. c. E-commerce. d. Publicity. e. A and B.
(Answer: e; p. 401; Moderate)
3. Johnson Fabric Company has four selling positions for employees. One of them is not really an actual selling position. Which is it? a. Order taker. b. Missionary salesperson. c. Order getter. d. Creative selling. e. B and D
(Answer: e; p. 402; Moderate)
4. A _____ is an individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering. a. sales manager b. sales executive c. sales support person d. salesperson e. none of the above
(Answer: d; p. 402; Easy)
5. _____ involves two-way, personal communication between salespeople and individual customers—whether face-to-face, by telephone, through video or Web conferences, or by other means. a. Advertising b. Persuasive selling c. Personal selling d. Integrated marketing communication e. A and B
(Answer: c; p. 402; Easy)
6. Current view holds that salespeople should be concerned with