Integrated Marketing Communications: Personal Selling and Direct Marketing
CHAPTER 14
INTEGRATED MARKETING COMMUNICATIONS: PERSONAL SELLING
AND DIRECT MARKETING
MULTIPLE CHOICE QUESTIONS
1. __________________ is quoted as saying that “everyone lives by selling something.” a. Bill Gates b. Robert Louis Stevenson c. Arthur Miller d. Henry Ford
Answer: (b) Difficulty: (2) Page: 513
2. All of the following were characterizations of salespeople brought about by Arthur Miller’s Death of Salesman and Meredith Wilson’s The Music Man EXCEPT: a. loners. b. cigar-smoking. c. backslapping. d. conservative Bible-thumpers.
Answer: (d) Difficulty: (1) Page: 513
3. Modern salespeople build __________________ by listening to their customers, assessing customer needs, and organizing the company’s efforts to solve customer problems. (Pick the best fit.) a. profits b. territories c. perks d. relationships
Answer: (d) Difficulty: (2) Page: 513, 514
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. marketer b. distributor c. salesperson d. advertiser
Answer: (c) Difficulty: (1) Page: 514
5. Generally speaking, a department store salesperson that stands behind a counter is classified as a(n): a. order getter. b. order taker. c. creative selling person. d. missionary salesperson.
Answer: (b) Difficulty: (2) Page: 514
6. If a salesperson’s position demands creative selling (such as in selling an airplane or insurance), their position is classified as being one of a(n): a. order getter. b. order taker. c. public relations specialist. d. missionary salesperson.
Answer: (a) Difficulty: (2) Page: 514
7. Selling is most accurately
INTEGRATED MARKETING COMMUNICATIONS: PERSONAL SELLING
AND DIRECT MARKETING
MULTIPLE CHOICE QUESTIONS
1. __________________ is quoted as saying that “everyone lives by selling something.” a. Bill Gates b. Robert Louis Stevenson c. Arthur Miller d. Henry Ford
Answer: (b) Difficulty: (2) Page: 513
2. All of the following were characterizations of salespeople brought about by Arthur Miller’s Death of Salesman and Meredith Wilson’s The Music Man EXCEPT: a. loners. b. cigar-smoking. c. backslapping. d. conservative Bible-thumpers.
Answer: (d) Difficulty: (1) Page: 513
3. Modern salespeople build __________________ by listening to their customers, assessing customer needs, and organizing the company’s efforts to solve customer problems. (Pick the best fit.) a. profits b. territories c. perks d. relationships
Answer: (d) Difficulty: (2) Page: 513, 514
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. marketer b. distributor c. salesperson d. advertiser
Answer: (c) Difficulty: (1) Page: 514
5. Generally speaking, a department store salesperson that stands behind a counter is classified as a(n): a. order getter. b. order taker. c. creative selling person. d. missionary salesperson.
Answer: (b) Difficulty: (2) Page: 514
6. If a salesperson’s position demands creative selling (such as in selling an airplane or insurance), their position is classified as being one of a(n): a. order getter. b. order taker. c. public relations specialist. d. missionary salesperson.
Answer: (a) Difficulty: (2) Page: 514
7. Selling is most accurately