Kotler Chapter 16 MCQ

7/24/2019 Kotler Chapter 16 MCQ

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Chapter 16 Personal Selling and Sales Promotion

1) Which of the following elements of the promotion mix involves making personal connectionswith customers for the purpose of making sales?A) personal selling

B) advertisingC) e-commerceD) pulicit!") pulic relationsAnswer# ADiff# 1 $age %ef# &'(kill# Concept*+ective# 1,-1

) A ........ is an individual acting on ehalf of a compan! who performs one or more of thefollowing activities# prospecting/ communicating/ servicing/ and information gathering0

A) press agentB) sales assistantC) marketing directorD) salesperson") pulicistAnswer# DDiff# 1 $age %ef# &'kill# Concept*+ective# 1,-1

2) ........ involves two-wa!/ personal communication etween salespeople and individual

customers/ either in person/ ! telephone/ or through We conferences0A) AdvertisingB) $ulic relationsC) $ersonal sellingD) 3elemarketing") 4ntegrated marketing communicationAnswer# CDiff# 1 $age %ef# &'AACB# Communicationkill# Concept*+ective# 1,-1

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&) What is the role of a chief revenue/ or chief customer/ officer?A) to oversee salesB) to oversee marketingC) to oversee oth marketing and salesD) to represent customers to the compan!

") to represent the compan! to customersAnswer# CDiff# $age %ef# &,6-&,1kill# Concept*+ective# 1,-1

') A compan! can unite its marketing and sales functions through all of the following activities"8C"$3 ........0A) assigning a telemarketer the task of visiting a customerB) arranging +oint meetings to clarif! all aspects of communicationC) appointing a chief customer officer to oversee oth departments

D) having a salesperson preview ads and sales-promotion campaigns") sending rand managers on sales calls with a salespersonAnswer# ADiff# 2 $age %ef# &,6-&,1AACB# Anal!tic killskill# Concept*+ective# 1,-1

,) When a compan! sets out to anal!9e/ plan/ implement/ and control sales force activities/ thecompan! is undertaking ........0A) sales designB) sales force managementC) group sales effortsD) co-op selling and advertising") promotional o+ectivesAnswer# BDiff# 1 $age %ef# &,1kill# Concept*+ective# 1,-



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:) *f the three t!pical t!pes of sales force structures/ which one is often supported ! man!levels of sales management positions in specific geographical areas?A) territorialB) productC) customer

D) complex s!stems") A and BAnswer# ADiff# $age %ef# &,1kill# Concept*+ective# 1,-

() All of the following are considered advantages of a territorial sales force structure "8C"$3........0A) travel expenses can e minimi9edB) each salesperson;s +o is clearl! definedC) accountailit! is clearl! defined for each salespersonD) salespeople develop in-depth knowledge of a product line") salespeople have the opportunit! and incentive to uild strong relationships with customersAnswer# DDiff# $age %ef# &,1AACB# %eflective 3hinkingkill# Concept*+ective# 1,-

) Which of the following is


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11) 7ewlett-$ackard;s Customer ales =roup >C=) caused frustration among customers andsalespeople0 What was the primar! prolem with the sales force structure of C=?A) 3he marketing and sales divisions had overlapping responsiilities/ which caused friction0B) alespeople developed expertise in onl! one product area/ which limited their salescommissions0

C) alespeople speciali9ed in selling onl! to specific customers and specific industries0D) alespeople were responsile for selling all 7-$ products instead of speciali9ing in a fewproducts0") 3he sales department was divided ! product lines/ which complicated customer serviceissues0Answer# DDiff# 2 $age %ef# &,2AACB# Anal!tic killskill# Concept*+ective# 1,-

1) What do man! companies use to determine sales force si9e?A) the workload approachB) product availailit!C) demographic characteristics of the sales forceD) the outside sales force method") profit marginAnswer# ADiff# $age %ef# &,&kill# Concept*+ective# 1,-

12) What is the term used to identif! the individuals in a compan! who travel to call oncustomers in the field?A) product sales forceB) outside sales forceC) inside sales forceD) complex sales force") customer sales forceAnswer# BDiff# 1 $age %ef# &,&kill# Concept*+ective# 1,-

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1&) emers of a compan!;s ........ conduct usiness from their offices using telephones/ e-mails/ or visits from prospective u!ers to generate sales0A) outside sales forceB) inside sales forceC) complex sales force

D) customer sales force") product sales forceAnswer# BDiff# 1 $age %ef# &,&kill# Concept*+ective# 1,-

1') 3o reduce time demands on their outside sales forces/ man! companies have increased thesi9e of their inside sales forces/ which include technical support people/ sales assistants/ and........0A) retail supervisors

B) sales managersC) telemarketersD) accountants") programmersAnswer# CDiff# 1 $age %ef# &,'AACB# @se of 43kill# Concept*+ective# 1,-

1,) A sales assistant working for an outside sales force will most likel! have all of the followingduties "8C"$3 ........0A) answering customer;s uestions when a salesperson is unavailaleB) providing administrative ackupC) confirming appointmentsD) following up on deliveries") determining price pointsAnswer# "Diff# $age %ef# &,'kill# Concept*+ective# 1,-

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1:) According to the opening scenario/ the success of CDW Corporation is the direct result of itssalespeople ........0A) working closel! with the marketing department to manage accountsB) receiving onuses ased on customer satisfaction surve!sC) receiving extensive training on complex computer s!stems

D) developing close/ personal relationships with customers") using We conferencing and e-mail to assist customersAnswer# DDiff# 2 $age %ef# &,'-&,,AACB# Anal!tic killskill# Concept*+ective# 1,-

1() 3he growing trend of using a group of people from sales/ marketing/ engineering/ finance/technical support/ and even upper management to service large/ complex accounts is known as........ selling0A) departmentB) multipleC) teamD) personal") simultaneousAnswer# CDiff# 1 $age %ef# &,,kill# Concept*+ective# 1,-

1) Which of the following most likel! explains wh! companies are adopting the team sellingapproach to service large/ complex accounts?A) $roducts have ecome too complicated for one salesperson to support0B) Customers prefer dealing with man! salespeople rather than one sales representative0C) alespeople prefer working in groups ecause of the opportunit! for flex hours and +osharing0D) A group of salespeople assigned to one account is cost effective for corporations0") ewer skilled salespeople are working in the high-tech industr!0Answer# ADiff# 2 $age %ef# &,,kill# Concept*+ective# 1,-

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6) All of the following are disadvantages of the team selling approach "8C"$3 ........0A) elling teams can overwhelm customers0B) an! salespeople are unaccustomed to working with others0C) elling teams increase costs and are time consuming0D) 4ndividual contriutions and compensations can e difficult to assess0

") ost salespeople are trained to excel in individual performance0Answer# CDiff# 2 $age %ef# &,,AACB# %eflective 3hinkingkill# Concept*+ective# 1,-

1) All of the following are prolems associated with the poor selection of salespeople "8C"$3........0A) lower salesB) costl! turnover

C) less productivit!D) less office support") disrupted customer relationshipsAnswer# DDiff# $age %ef# &,,kill# Concept*+ective# 1,-

) According to research/ which of the following is one of the four ke! talents a successfulsalesperson must possess?A) managerial skillsB) disciplined work st!leC) aggressive personalit!D) technological know-how") fluenc! in a second languageAnswer# BDiff# $age %ef# &,:kill# Concept*+ective# 1,-

2) During the hiring process/ companies that test sales applicants t!picall! measure all of thefollowing ailities "8C"$3 ........0A) sales aptitude

B) organi9ational skillsC) accounting skillsD) anal!tical skills") personalit! traitsAnswer# CDiff# $age %ef# &,:kill# Concept*+ective# 1,-

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&) 3he purpose of a training program for salespeople is to teach them aout all of the following"8C"$3 ........0A) customers; u!ing haitsB) customers; u!ing motivesC) the compan!;s main competitors

D) the compan! retirement enefits") the compan!;s organi9ational structureAnswer# DDiff# $age %ef# &,:kill# Concept*+ective# 1,-

') What is the primar! reason that companies use e-learning to conduct sales trainingprograms?A) Customer needs and haits are easil! conve!ed through e-learning0B) Customers appreciate the flexiilit! of e-learning0

C) "-learning allows for more emplo!ee feedack0D) "-learning is the est wa! to simulate sales calls0") "-learning cuts training costs0Answer# "Diff# $age %ef# &,:AACB# @se of 43kill# Concept*+ective# 1,-

,) 7ow do e-learning centers/ such as the one developed ! 4nternational %ectifier/ helpsalespeople make sales?A) alespeople can refresh their knowledge aout compan! products prior to making sales calls0B) alespeople can attend training sessions from their home offices/ which saves time andmone!0C) "-learning centers enale salespeople and customers to interact through We conferencing0D) "valuation diagnostic tools in e-learning centers help managers monitor sales personnel0") "-learning centers provide product information to current customers0Answer# ADiff# 2 $age %ef# &,(AACB# @se of 43kill# Concept*+ective# 1,-



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:) Commissions or onuses that a salesperson receives from a compan! are categori9ed as the........0A) ase salar!B) fixed amountC) variale amount

D) fringe enefit") pension planAnswer# CDiff# $age %ef# &,(kill# Concept*+ective# 1,-

() All of the following are a asic t!pe of compensation plan for salespeople "8C"$3........0A) straight commissionB) straight salar!

C) salar! and commissionD) commission plus onus") salar! plus onusAnswer# DDiff# $age %ef# &,(kill# Concept*+ective# 1,-

) Companies are increasingl! moving awa! from high commission compensation plansecause such plans often lead to salespeople ........0A) undermining the work of the inside sales teamB) ignoring management and marketing o+ectivesC) eing too push! and ruining customer relationshipsD) working multiple sales +os to maximi9e their income") spend too much time traveling etween customersAnswer# CDiff# 2 $age %ef# &,kill# Concept*+ective# 1,-

26) Which sales management tool helps a salesperson know which customers to visit and whichactivities to carr! out during a week?A) time-and-dut! anal!sis

B) sales force automation s!stemsC) call planD) sales uota plan") positive incentives planAnswer# CDiff# $age %ef# &,kill# Concept*+ective# 1,-



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21) Companies are alwa!s looking for wa!s to increase face-to-face selling time0 All of thefollowing are wa!s to accomplish this goal "8C"$3 ........0A) using phones and video conferencing instead of travelingB) simplif!ing record keeping and other administrative tasksC) developing etter sales-call and routing plans

D) reducing the numer of customers each sales rep must visit") suppl!ing more and etter customer informationAnswer# DDiff# 2 $age %ef# &,AACB# Anal!tic killskill# Concept*+ective# 1,-

2) Which of the following is an advantage created ! the use of a sales force automations!stem?A) lower costs for training sales personnel

B) increased motivation to acuire new customersC) decreased need for an inside sales forceD) stronger organi9ational climate developed ! the sales team") more efficient scheduling of sales calls and sales presentationsAnswer# "Diff# 2 $age %ef# &:6AACB# @se of 43kill# Concept*+ective# 1,-

22) irms that have adopted sales force automation s!stems most likel! use all of the followingtools "8C"$3 ........0A) customer-contact and relationship management softwareB) time-and-dut! anal!sis softwareC) smart phonesD) laptop computers") Wecams for videoconferencingAnswer# BDiff# $age %ef# &:6AACB# @se of 43kill# Concept*+ective# 1,-



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2&) 3he process of receiving drug marketing information through product We sites is known as........0A) e-detailingB) e-learningC) We conferencing

D) We interfacing") automated sellingAnswer# ADiff# $age %ef# &:6AACB# @se of 43kill# Concept*+ective# 1,-

2') Which of the following is a potential drawack of using We-ased technologies for makingsales presentations and servicing accounts?A) alespeople have to invest more time in preparing for this t!pe of interaction with customers0

B) 3he cost of the technolog! outweighs an! savings gained ! eliminating the need for travel0C) 3he s!stems can intimidate salespeople who are unfamiliar with the technolog!0D) Customers are less likel! to u! the product when a We conference is used0") Customers lack the technolog! reuired to participate in a We conference0Answer# CDiff# 2 $age %ef# &:1AACB# @se of 43kill# Concept*+ective# 1,-

2,) A compan! that treats its salespeople as valuale contriutors with unlimited incomeopportunities has developed a>n) ........ that will have fewer turnovers and higher sales forceperformance0A) sales force s!stemB) organi9ational climateC) compensation packageD) sales structure") workloadAnswer# BDiff# $age %ef# &:1kill# Concept*+ective# 1,-



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2:) A sales ........ is the standard that estalishes the amount each salesperson should sell andhow sales should e divided among the compan!;s products0A) goalB) taskC) uota

D) incentive") contestAnswer# CDiff# $age %ef# &:1kill# Concept*+ective# 1,-

2() ales ........ encourage a sales force to make a selling effort that is aove and e!ond thenormal expectation0A) contestsB) uotas

C) meetingsD) reports") plansAnswer# ADiff# 1 $age %ef# &:1kill# Concept*+ective# 1,-

2) A salesperson;s ........ is often related to how well he or she meets a sales uota0A) profit-sharing planB) compensationC) call reportD) sales report") expense reportAnswer# BDiff# 1 $age %ef# &:1kill# Concept*+ective# 1,-

&6) A>n) ........ is a salesperson;s write-up of his or her completed sales activities0A) call planB) call reportC) sales reportD) expense report") time-and-dut! anal!sisAnswer# BDiff# $age %ef# &:1kill# Concept*+ective# 1,-



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&1) Which of the following uestions would provide management with the "A3 eneficialinformation regarding the performance of its sales force?A) 4s the sales force meeting its profit o+ectives?B) 4s the sales force working well with the marketing team?C) Are sales force costs in line with sales force outcomes?

D) 4s the sales force accomplishing its customer relationship o+ectives?") Does the sales force complete its sales reports and expense reports in a timel! manner?Answer# "Diff# 2 $age %ef# &:AACB# %eflective 3hinkingkill# Concept*+ective# 1,-

&) $rospecting is the step in the selling process in which the salesperson ........0A) gathers information aout a prospective customer efore making a sales callB) meets the customer for the first time

C) identifies ualified potential customersD) tells the product;s value stor! to the customer") clarifies and overcomes customer o+ections to u!ingAnswer# CDiff# $age %ef# &:AACB# Communicationkill# Concept*+ective# 1,-2

&2) A salesperson in the prospecting stage most likel! identifies potential customers through allof the following methods "8C"$3 ........0A) referrals from competing salespeopleB) referrals from current customersC) referrals from dealersD) referrals from suppliers") cold callingAnswer# ADiff# $age %ef# &:kill# Concept*+ective# 1,-2

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&&) Which of the following is the "A3 relevant characteristic that a salesperson shouldconsider when ualif!ing a prospect?A) financial ailit!B) longevit! in the marketC) special needs

D) location") volume of usinessAnswer# BDiff# 2 $age %ef# &:AACB# Anal!tic killskill# Concept*+ective# 1,-2

&') During the prospecting stage/ a salesperson needs to discriminate etween good leads andpoor leads/ which is known as ........0A) closingB) referringC) presentingD) ualif!ing") approachingAnswer# DDiff# $age %ef# &:kill# Concept*+ective# 1,-2

&,) A salesperson who researches a compan!;s u!ing st!les and product line is most likel! inthe ........ stage of the selling process0A) prospectingB) preapproachC) approachD) presentation") closingAnswer# BDiff# 1 $age %ef# &:2kill# Concept*+ective# 1,-2



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&:) 3he salesperson meets the customer for the first time in the ........ step of the sellingprocess0A) prospectingB) ualif!ingC) preapproach

D) approach") presentationAnswer# DDiff# 1 $age %ef# &:2kill# Concept*+ective# 1,-2

&() 3echnologies such as CDs/ DEDs/ handheld computers/ interactive white oards/ and laptopcomputers enale salespeople to enhance the ........ stage of the selling process0A) prospecting and ualif!ingB) preapproach

C) presentation and demonstrationD) closing") follow-upAnswer# CDiff# $age %ef# &:&AACB# @se of 43kill# Concept*+ective# 1,-2

&) Which t!pe of sales approach is est for toda!;s customers who expect answers/ results/ anduseful products?A) hard-sellB) customer-solutionC) ra99le-da99leD) sales development") personal relationshipAnswer# BDiff# $age %ef# &:2kill# Concept*+ective# 1,-2



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'6) According to a surve! of purchasers/ ........ and ........ skills are the most importantualities for a salesperson0A) listeningF prolem-solvingB) presentationF listeningC) candorF prolem-solving

D) concernF interpersonal") presentationF prolem-solvingAnswer# ADiff# $age %ef# &:&AACB# Communicationkill# Concept*+ective# 1,-2

'1) A salesperson should seek out/ clarif!/ and overcome an! customer o+ections during thesales presentation in order to ........0A) offer the u!er a discount for placing an order

B) minimi9e the u!er;s concerns aout the productC) compliment the u!er for mentioning the o+ectionsD) turn the o+ections into reasons for u!ing") turn the o+ections into an opportunit! for humorAnswer# DDiff# 2 $age %ef# &:&AACB# Communicationkill# Concept*+ective# 1,-2

') 3he step of ........ is difficult for some salespeople ecause the! lack confidence/ feelguilt! aout asking for an order/ or ma! not recogni9e the right time to ask for an order0A) approaching the prospectB) making a presentationC) handling o+ectionsD) closing the sale") following upAnswer# DDiff# $age %ef# &:&kill# Concept*+ective# 1,-2

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'2) alespeople should e trained to recogni9e ........ signals from the u!er/ which caninclude ph!sical actions such as leaning forward and nodding or asking uestions aout pricesand credit terms0A) ualif!ingB) approach

C) o+ectionD) closing") follow-upAnswer# DDiff# 1 $age %ef# &:&-&:'AACB# Communicationkill# Concept*+ective# 1,-2

'&) Which step in the sales process is necessar! to ensure customer satisfaction and repeatusiness?

A) proper approachB) professional presentationC) handling o+ectionsD) ualif!ing prospects") follow-upAnswer# "Diff# 1 $age %ef# &:'kill# Concept*+ective# 1,-2

'') 3he sales force of CDW Corporation/ as descried in the opening scenario/ develops strongrelationships with customers as part of the ........ stage of the selling process0A) prospectingB) approachC) demonstrationD) closing") follow-upAnswer# "Diff# $age %ef# &:'kill# Concept*+ective# 1,-

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',) A ........ consists of short-term incentives to encourage the immediate purchase of aproduct or service0A) patronage rewardB) segmented promotionC) sales incentive

D) sales promotion") pulicit! stuntAnswer# DDiff# $age %ef# &:'kill# Concept*+ective# 1,-&

':) Ealue merchant salespeople document and demonstrate the superior value of their productsand services in hopes of ........0A) earning usiness from customers ased on low pricesB) gaining long-term usiness from customersC) closing deals uickl! to meet team sales uotasD) gaining short-term sales that increase annual sales volume") challenging customers to find etter deals for products and servicesAnswer# BDiff# 2 $age %ef# &:,kill# Concept*+ective# 1,-&

'() A salesperson who would e categori9ed as a value spendthrift has which of the followingehaviors?A) elieves management pursues a value-driven strateg!B) regularl! gains more usiness at the same priceC) concedes on price in order to uickl! close sales dealsD) documents claims to customers aout superior monetar! value") explains to the firm that it needs more evidence of excellent valueAnswer# CDiff# 2 $age %ef# &:,kill# Concept*+ective# 1,-&

') Ealue merchant salespeople possess which of the following characteristics?A) 3he! give awa! services for free in order to close sales deals0B) 3he! tell the compan! that customers are onl! concerned with price0

C) 3he! focus on revenue and volume components of their compensation plan0D) 3he! give price concessions without making changes in the market offering0") 3he! make sales ased on cost of ownership comparisons against competitors0Answer# "Diff# 2 $age %ef# &:,kill# Concept*+ective# 1,-&



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,6) ales promotions are targeted toward all of the following "8C"$3 ........0A) retailersB) investorsC) final u!ersD) usiness customers

") memers of the sales forceAnswer# BDiff# $age %ef# &::kill# Concept*+ective# 1,-&

,1) 3he rapid growth of sales promotions in consumer markets is most likel! the result of all ofthe following factors "8C"$3 ........0A) consumers and large retailers ecoming more deal orientedB) product managers facing pressure to increase current salesC) competing rands attempting to differentiate from each otherD) consumers using the 4nternet to search for deals and save mone!") advertising efficienc! on the decline ecause of rising costs and media clutterAnswer# DDiff# 2 $age %ef# &::-&:(kill# Concept*+ective# 1,-&

,) Consumers are increasingl! ignoring promotions and not making immediate purchasesecause of ........0A) advertising speciali9ationB) promotion clutterC) promotional marketingD) advertising clutter") promotion fatigueAnswer# BDiff# 1 $age %ef# &:(kill# Concept*+ective# 1,-&

,2) ellers use trade promotions for all of the following reasons "8C"$3 to ........0A) encourage retailers to carr! more inventor!B) convince retailers to advertise the productC) gain more shelf space for the product

D) encourage salespeople to sign up new accounts") persuade retailers to u! products in advanceAnswer# DDiff# $age %ef# &:(kill# Concept*+ective# 1,-&

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,&) 4nstead of creating onl! short-term sales or temporar! rand switching/ ........ shouldreinforce a product;s position and uild long-term customer relationships0A) sales promotionsB) promotion clutterC) pulic relations

D) trade promotions") advertisingAnswer# ADiff# $age %ef# &:(kill# Concept*+ective# 1,-&

,') *f the main consumer promotion tools/ which is the *3 effective for introducing a newproduct or creating excitement for an existing one?A) couponsB) samplesC) cash refundsD) price packs") contestsAnswer# BDiff# $age %ef# &:kill# Concept*+ective# 1,-&

,,) Which of the following consumer promotion tools is the *3 costl! for companies?A) samplesB) couponsC) premiumsD) cash refunds") price packsAnswer# ADiff# $age %ef# &:kill# Concept*+ective# 1,-&

,:) Which consumer promotion tool reuires consumers to send a proof of purchase to themanufacturer?A) cents-off dealsB) coupons

C) samplesD) cash refunds") promotional productsAnswer# DDiff# $age %ef# &(6kill# Concept*+ective# 1,-&



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,() Which of the following involves marking a reduced price directl! on a product;s packagingand often results in the stimulation of short-term sales?A) promotional productsB) patronage rewardsC) price packs

D) samples") reatesAnswer# CDiff# $age %ef# &(6kill# Concept*+ective# 1,-&

,) ........ are goods offered either free or at low cost as an incentive to u! a product0A) CouponsB) $remiumsC) $rice packsD) Cash refund offers") $oint-of-purchase promotionsAnswer# BDiff# $age %ef# &(6kill# Concept*+ective# 1,-&

:6) A ........ has the advertiser;s name on it and is given as a gift to consumers0A) sampleB) price packC) cents-off dealD) promotional product") corporate identit! materialAnswer# DDiff# 1 $age %ef# &(6kill# Concept*+ective# 1,-&

:1) Which consumer promotion offers consumers the chance to win something ! presentingthem with an item such as a scratch-off card or a ingo numer?A) gameB) contestC) price pack

D) sweepstakes") point-of-purchase promotionAnswer# ADiff# 1 $age %ef# &(6kill# Concept*+ective# 1,-&



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:) arathons/ concerts/ and festivals with corporate sponsors are examples of ........0A) point-of-purchase promotionsB) usiness promotionsC) trade promotionsD) event marketing

") personal sellingAnswer# DDiff# 1 $age %ef# &(1kill# Concept*+ective# 1,-&

:2) Business promotion tools are used for all of the following reasons "8C"$3 to ........0A) generate usiness leadsB) stimulate purchasesC) reward customersD) motivate salespeople") increase manufacturingAnswer# "Diff# $age %ef# &(1kill# Concept*+ective# 1,-&

:&) 3rade shows offer manufacturers the opportunit! to do all of the following "8C"$3........0A) estalish a sales contestB) find new sales leadsC) contact customersD) introduce new products") educate customersAnswer# ADiff# $age %ef# &(kill# Concept*+ective# 1,-&

:') Which of the following uestions would e the est one to help a marketer evaluate thereturn on a sales promotion investment?A) Did the promotion run too long or too short?B) Did customers en+o! the events associated with the promotion?C) Did customers search the promotion;s We site for additional product information?

D) Did the promotion increase purchases from current customers or attract new customers?") Did the distriution of the promotional information match consumer expectations and needs?Answer# DDiff# 2 $age %ef# &(AACB# Anal!tic killskill# Concept*+ective# 1,-&



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:,) 3oda!/ most salespeople are well-educated/ well-trained professionals who work to uild andmaintain long-term customer relationships ! listening to their customers/ assessing their needs/and organi9ing the compan!;s efforts to solve customer prolems0Answer# 3%@"Diff# 2 $age %ef# &'(

kill# Concept*+ective# 1,-1

::) $ersonal selling is the interpersonal component of the promotion mix0Answer# 3%@"Diff# $age %ef# &'AACB# Communicationkill# Concept*+ective# 1,-1

:() ome corporations have no sales force/ while others utili9e sales agents/ rokers/ ormanufacturer;s reps0Answer# 3%@"Diff# $age %ef# &'kill# Concept*+ective# 1,-1

:) Developing sales force strateg! and structure is a minor element of sales force managementand is an aspect that most companies fail to spend much time considering0Answer# A"Diff# 1 $age %ef# &,1kill# Concept*+ective# 1,-

(6) *f all the wa!s to structure a sales force/ product sales force structure is most effective inhelping the compan! to ecome more customer focused and uild closer relationships withimportant customers0Answer# A"Diff# $age %ef# &,1kill# Concept*+ective# 1,-

(1) 3he growth of product management has contriuted to the increasing adoption of customersales force structures0

Answer# A"Diff# $age %ef# &,1kill# Concept*+ective# 1,-

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() Gen Glein is a uperior ro9en oods salesman responsile for customers in the southwestregion of 3exas0 uperior ro9en oods most likel! uses a territorial sales force structure0Answer# 3%@"Diff# 2 $age %ef# &,1AACB# Anal!tic kills

kill# Application*+ective# 1,-

(2) Blackstone 3ools manufactures screwdrivers/ wrenches/ and pliers/ which are sold at largehardware stores0 Hohn =arcia handles the 7ome Depot account/ while elinda West manages theowe;s account0 Blackstone 3ools most likel! uses a product sales force structure0Answer# A"Diff# 2 $age %ef# &,1-&,AACB# Anal!tic killskill# Application*+ective# 1,-

(&) Complex sales force structures include speciali9ation ! customer and territor!/ ! productand territor!/ ! product and customer/ and ! territor!/ product/ and customer0Answer# 3%@"Diff# $age %ef# &,kill# Concept*+ective# 1,-

(') 7ewlett-$ackard salespeople spend more time with customers now that their administrativereuirements have een decreased0Answer# 3%@"Diff# $age %ef# &,2kill# Concept*+ective# 1,-

(,) 3he workload approach to set sales force si9e is outdated0Answer# A"Diff# $age %ef# &,&kill# Concept*+ective# 1,-

(:) Blue tar uppl! Compan! wants its outside salespeople to spend more time with customers0*ne wa! for Blue tar to accomplish this goal would e for the compan! to hire additional

technical support people and sales assistants0Answer# 3%@"Diff# 2 $age %ef# &,&-&,'AACB# Anal!tic killskill# Application*+ective# 1,-

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(() As a result of the federal government;s Do


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2) 4f Hohnn! $age;s compan! is like most consumer goods companies toda!/ he can oost salesforce morale and performance through his organi9ational climate/ sales uotas/ and positiveincentives0Answer# 3%@"Diff# $age %ef# &:1

AACB# Anal!tic killskill# Application*+ective# 1,-

&) ormal sales force evaluations reuire management to develop and communicate clearstandards for +udging performance/ and the! provide salespeople with constructive feedack andmotivation to perform well0Answer# 3%@"Diff# 1 $age %ef# &:1AACB# Communicationkill# Concept

*+ective# 1,-

') During the presentation step of the selling process/ the salesperson tells the customer thevalue stor! of the product0Answer# 3%@"Diff# 1 $age %ef# &:2AACB# Communicationkill# Concept*+ective# 1,-2

,) Because customers almost alwa!s have o+ections during the presentation or closing step ofthe selling process/ all salespeople need special training in how to deal with customer o+ections0Answer# 3%@"Diff# $age %ef# &:&kill# Concept*+ective# 1,-2

:) ales promotion consists of long-term incentives to encourage purchases or sales of aproduct or service0Answer# A"Diff# 1 $age %ef# &:'kill# Concept*+ective# 1,-&

() A product demonstration that occurs in a grocer! store or a department store is an example ofa point-of-purchase promotion0Answer# 3%@"Diff# 1 $age %ef# &(6kill# Concept*+ective# 1,-&

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) anufacturers direct more sales promotion dollars toward final consumers than towardretailers0Answer# A"Diff# $age %ef# &(1kill# Concept

*+ective# 1,-&

166) anufacturers ma! offer an allowance in return for the retailer;s agreement to feature themanufacturer;s products in some wa!0Answer# 3%@"Diff# $age %ef# &(1kill# Concept*+ective# 1,-&

161) 4n a short essa!/ descrie the nature of personal selling and the role of the sales force0Answer# 3oda!/ most salespeople are well-educated and well-trained professionals who work to

uild and maintain long-term customer relationships ! listening to their customers/ assessingcustomer needs/ and organi9ing the compan!;s efforts to solve customer prolems0 alespeopleact as order takers/ order getters/ and creative sellers0 $ersonal selling is the interpersonal arm ofthe promotion mix0 3he sales force acts as a critical link etween a compan! and its customers0alespeople represent the compan! to the customer and the customer to the compan! to producecustomer satisfaction and compan! profit0Diff# $age %ef# &'(-&,6kill# Application*+ective# 1,-1

16) Discuss the differences etween the three ma+or sales force structures0 What are thepotential enefits of each structure?Answer# 4n the territorial sales force structure/ each salesperson is assigned to an exclusivegeographic area and sells the compan!;s full line of products or services to all customers in thatterritor!0 3his organi9ation clearl! defines each person;s +o/ fixes accountailit!/ and increasesthe person;s desire to uild local usiness relationships that improve selling effectiveness0 3heproduct sales force structure allows the sales force to sell along product linesF the seller ecomesver! knowledgeale aout products0 3his method can cause duplication of efforts and severalsalespersons calling on the same accounts0 3he customer sales force structure organi9es alongcustomer or industr! linesF this can help a compan! to ecome more customer focused and uildcloser relationships with important customers0Diff# 2 $age %ef# &,1-&,AACB# %eflective 3hinking


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162) Wh! are more companies using team selling? What are its pros and cons?Answer# 3eam selling is useful to service large/ complex accounts0 ales teams can uncoverprolems/ solutions/ and sales opportunities that no individual salesperson could0 3he move toteam selling is in part a reaction to similar changes within customers; u!ing organi9ationsFselling teams now call on u!ing teams0 ome pitfalls exist in the team approach0 elling teams

can confuse or overwhelm customers who are used to working with onl! one salesperson0 omesalespersons have troule working with others0 inall!/ difficulties in evaluating individualcontriutions to the team selling effort can create some stick! compensation issues0Diff# $age %ef# &,,AACB# %eflective 3hinkingkill# Application*+ective# 1,-

16&) 7ow do successful companies recruit and train their salespeople? What are the o+ectives ofmost sales force training programs?Answer# During the recruitment step/ a compan! should assess the sales +o itself and the

characteristics of its most successful salespeople to determine the traits needed ! a successfulsalesperson in that industr!0 ome companies give sales applicants formal tests/ while othersonl! interview applicants0 ollowing selection/ orientation and training must e conducted asedupon the knowledge and skill levels of the recruits0 ost companies train their new salespeoplethrough seminars/ sales meetings/ and e-learning sessions0 3raining programs should teachsalespeople aout customers/ aout selling effectivel!/ and aout the compan!;s products0Diff# 2 $age %ef# &,,-&,(AACB# Anal!tic killskill# Application*+ective# 1,-

16') Descrie some of the methods used to supervise salespeople and help them work moreefficientl!0Answer# 3hrough supervision/ or helping salespeople work smart/ management can helpsalespeople do the right things in the right wa!0 3his includes helping salespeople identif! targetcustomers and manage their time0 A weekl!/ monthl!/ or annual call plan is used in man!companies to show salespeople which customers and potential customers to call on within agiven time period0 And ecause companies are alwa!s looking for wa!s to make their emplo!eesmore efficient/ the! often use a time-and-dut!-anal!sis to identif! how salespeople spend theirtime and how the! can spend more time activel! selling0 3o increase efficienc!/ man! companiesuse sales force automation s!stemsIincluding laptops/ smart phones/ videoconferencing/ andrelationship management softwareso that their sales force can work an!where/ an!time0

Diff# $age %ef# &,-&:6AACB# @se of 43kill# Application*+ective# 1,-



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16,) 4n a rief essa!/ explain methods of evaluating the performance of a sales force0 Wh! is itimportant for a sales force to e evaluated?Answer# 3o evaluate its sales force/ management needs to get regular information aout theperformance of its salespeople0 ales reports/ including weekl! or monthl! work plans andlonger-term marketing plans/ are the most important source0 anagement also uses salespeople;s

expense reports and call reports to gauge sales call volume and success rates0 4n addition/management can use sales and profit performance data in each salesperson;s territor!/ along withpersonal oservation and customer surve!s/ to identif! strengths and weaknesses in the salesforce0 3aking information gathered from these sources into consideration/ management shouldprovide salespeople with constructive feedack aimed at helping each salesperson succeed0"valuating a sales force is important ecause that is how a compan! can measure its return onsales investment0Diff# $age %ef# &:1-&:AACB# Anal!tic killskill# Application*+ective# 1,-

16:) $rovide the seven steps in the selling process0 What would e the two most difficult stepsfor most salespeople and wh!?Answer# $rospecting and ualif!ing egin the process/ followed ! the preapproach0


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16) What is the relationship etween the personal selling process and the management ofcustomer relationships?Answer# 3he selling process should e understood in the context of uilding and maintainingprofitale customer relationships/ as companies are interested in more than simpl! securing aone-time sale0 4nstead/ the! are interested in winning and keeping ma+or customers/ creating

ongoing/ mutuall! eneficial relationships0 Because the! have significant contact withcustomers/ salespeople pla! an important role in uilding and managing profitale customerrelationships0 alespeople need to think of the first sale as the eginning of a relationship thatwill involve listening to customers/ understanding their needs/ and helping to coordinate thecompan!;s efforts to create customer value0Diff# $age %ef# &:'AACB# Anal!tic killskill# Application*+ective# 1,-&

116) 4n a short essa!/ explain how sales promotion campaigns are developed and implemented0

Answer# ales promotion campaigns first call for setting sales promotions o+ectives andselecting consumer/ trade/ usiness/ andJor sales force promotion tools to achieve thoseo+ectives0 *ther necessar! decisions include the si9e of the incentive/ the conditions forparticipation/ how to promote and distriute the promotion package/ and the length of thepromotion0 After the campaign has een implemented/ the compan! evaluates the results0Diff# $age %ef# &(kill# Application*+ective# 1,-&

111) 7app! $et is a large petfood compan! that sells its petfood to retail pet suppl! stores as wellas wholesalers0 3he sales force at 7app! $et is "A3 likel! to do which of the following?A) work directl! with final customersB) uild relationships with wholesalersC) help retailers effectivel! sell the compan!;s productsD) communicate regularl! with usiness customers") represent wholesalers and retailers to the compan!Answer# ADiff# $age %ef# &'AACB# Anal!tic killskill# Application*+ective# 1,-1

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11) At inle!;s ine =oods/ memers of the sales force and marketing department tend to havedisagreements when things go wrong with a customer0 3he marketers lame the salespeople forpoorl! executing their strategies/ while the salespeople lame the marketers for eing out oftouch with the customer0 Which of the following steps should upper-level management atinle!;s ine =oods take to help ring the sales and marketing functions closer together?

A) estalish a customer sales force structureB) estalish a complex sales force structureC) appoint a new sales force managerD) adopt a sales force automation s!stem") appoint a chief revenue officerAnswer# "Diff# $age %ef# &,6-&,1AACB# %eflective 3hinkingkill# Application*+ective# 1,-1

112) @ltra-3ech/ 4nc0 has decided to switch to a customer sales force structure0 Which of thefollowing advantages is the compan! now "A3 likel! to en+o!?A) 3he compan! can ecome more customer-focused0B) 3he compan! can etter serve different industries0C) 3he compan! can uild closer relationships with important customers0D) 3he compan! can etter serve current customers and find new customers0") 3he compan! can expect salespeople to develop in-depth knowledge of numerous andcomplex product lines0Answer# "Diff# 2 $age %ef# &,AACB# Anal!tic killskill# Application*+ective# 1,-

11&) Hohnson Business olutions/ 4nc0/ maintains one sales force for its cop! machines and aseparate sales force for its computer s!stems0 Hohnson Business olutions utili9es a ........structure0A) product sales forceB) customer sales forceC) territorial sales forceD) a comination of B and C") complex sales forceAnswer# A

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11') orrill otors splits the @nited tates into 16 sales regions0 Within each of those regions/the compan! maintains two sales teamsone for existing customers and one for prospects0 What

t!pe of sales force structure does orrill otors use?A) territorialB) product

C) customerD) complex") workloadAnswer# DDiff# $age %ef# &,AACB# Anal!tic killskill# Application*+ective# 1,-

11,) H K anufacturing has /666 3!pe-A accounts/ each reuiring 2' calls per !ear/ and1/666 3!pe-B accounts/ each reuiring 1' calls per !ear0 What is the sales force;s workload?

A) 1'/666 callsB) 2'/666 callsC) :6/666 callsD) ('/666 calls") '/666 callsAnswer# DDiff# 2 $age %ef# &,&AACB# Anal!tic killskill# Application*+ective# 1,-

11:) tahl/ 4nc0/ has 1/666 3!pe-A accounts/ each reuiring ( calls per !ear/ and /66 3!pe-Baccounts/ each reuiring 1' calls per !ear0 4f each salesperson at tahl/ 4nc0/ can make 1/'66 salescalls per !ear/ approximatel! how man! salespeople will e needed?A) 21B) 2'C) &1D) &'") &(Answer# CDiff# 2 $age %ef# &,&AACB# Anal!tic killskill# Application*+ective# 1,-

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11() "ast Ba! Communications has increased its inside sales force0 3his will help "ast Ba! in all"8C"$3 which one of the following wa!s?A) "ast Ba! salespeople will have more time to sell to ma+or accounts0B) "ast Ba! salespeople will have more time to find ma+or new prospects0C) "ast Ba! salespeople will have more time to provide after-the-sale customer service0

D) "ast Ba! customers will have uestions answered in a timel! manner0") "ast Ba! customers will have full access to sales automation technolog!0Answer# "Diff# $age %ef# &,&-&,'AACB# Anal!tic killskill# Application*+ective# 1,-

11) Lou are appl!ing for a position with the inside sales force at Carson edical ales0 4f !ouearn the +o/ !ou will most likel! e expected to perform all of the following tasks "8C"$3........0

A) confirm appointments for outside salespeopleB) use the 4nternet to ualif! prospectsC) use the telephone to find new leadsD) follow up on product deliveries") travel to visit customersAnswer# "Diff# $age %ef# &,&-&,'AACB# Anal!tic killskill# Application*+ective# 1,-

16) 3he sales force at essimer Computing recentl! egan telemarketing and We selling0 7owwill telemarketing and We selling most likel! enefit essimer Computing?A) 3he inside sales force of essimer will receive etter compensation than the outside salesforce0B) essimer sales reps will need to spend less face-to-face time with large/ high-valuecustomers0C) essimer sales reps will e ale to service hard-to-reach customers more effectivel!0D) essimer sales reps will e ale to work from home offices more regularl!0") 3he outside sales force of essimer will e freed up to work more with the marketingdepartment0Answer# CDiff# 2 $age %ef# &,'


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11) An 4B sales representative is giving a product demonstration to a Best Bu! representative0Assisting with the demonstration are an engineer/ a financial anal!st/ and an information s!stemsspecialist0 4f 4B wins the Best Bu! account/ then all four 4B representatives will service theBest Bu! account0 3his is an example of ........0A) team selling

B) territorial sellingC) inside sellingD) prospecting") sales promotingAnswer# ADiff# 1 $age %ef# &,,AACB# Anal!tic killskill# Application*+ective# 1,-

1) ales have een slow recentl! at B K B aterials/ so management has organi9ed a training

program to improve the performance of its sales force0 Which of the following would most likel!lead to improved sales for B K B aterials?A) tests to measure the anal!tic and organi9ational skills of the sales forceB) information aout the marketing strategies used ! competitorsC) tests to identif! the personalit! traits of sales force memersD) a time-and-dut! anal!sis for each salesperson") instructions on completing expense reportsAnswer# BDiff# $age %ef# &,:AACB# Anal!tic killskill# Application*+ective# 1,-

12) 3he C"* of Comf! Carpet/ %ick 7adle!/ was skeptical aout We-ased training until hissales manager explained that online training is ........0A) time consuming and difficult to useB) used ! all small companiesC) d!namic and interactiveD) cost competitive and efficient") useful to customersAnswer# DDiff# 1 $age %ef# &,:kill# Application

*+ective# 1,-

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1&) At Deck Decor/ a manufacturer of outdoor furniture and accessories/ the marketing andsales force o+ectives are to grow relationships with existing customers and to acuire newusiness0 Which of the following compensation plans should management estalish to encouragethe sales force to pursue oth of these o+ectives?A) straight salar!

B) straight commissionC) salar! plus onus for new accountsD) commission plus onus for new accounts") salar! plus commission plus onus for new accountsAnswer# "Diff# 2 $age %ef# &,(-&,AACB# Anal!tic killskill# Application*+ective# 1,-

1') ar! Conti is sales manager for


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1:) arlene Arau is a memer of the sales force at @ran ashions/ a clothing manufacturer0arlene is preparing for a first meeting with a wholesaler who is a potential customer0 arleneis learning as much as she can aout the wholesaler;s organi9ation0 arlene is in the ........step of the personal selling process0A) prospecting

B) ualif!ingC) preapproachD) approach") handling o+ectionsAnswer# CDiff# $age %ef# &:2AACB# Anal!tic killskill# Application*+ective# 1,-2

1() An insert in a and;s "nd catalog offers free shipping on !our next purchase0 3his is an

example of a ........0A) sales promotionB) $*$ promotionC) trade promotionD) price pack") premiumAnswer# ADiff# $age %ef# &:' and &::AACB# Anal!tic killskill# Application*+ective# 1,-&

1) ont! Bo!d travels freuentl! on West Coast Airlines for his +o as an account manager0ont! earns points for ever! mile he flies/ and he will soon have enough points to receive a freeairline ticket0 West Coast Airlines is uilding a customer relationship with ont! using which ofthe following?A) pulicit!B) $*$ rewardC) premium rewardD) sweepstakes program") freuenc! marketing programAnswer# "Diff# 1 $age %ef# &:(

AACB# Anal!tic killskill# Application*+ective# 1,-&

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126) 3oro ran a clever preseason promotion on some of its snow lower models/ offering somemone! ack if the snowfall in the u!er;s market area turned out to e elow average0 3his is anexample of a>n) ........0A) advertising specialt!B) premium pack

C) sweepstakesD) price pack") reateAnswer# "Diff# $age %ef# &(6AACB# Anal!tic killskill# Application*+ective# 1,-&

121) An example of a>n) ........ is a five-foot-high cardoard displa! of 3on! the 3iger nextto rosted lakes cereal oxes0

A) sampleB) $*$ promotionC) $*$ packD) advertising promotion") premiumAnswer# BDiff# $age %ef# &(6AACB# Anal!tic killskill# Application*+ective# 1,-&

12) Girk Wilkins renewed his cell phone contract with Mip Wireless and purchased a new cellphone through the Mip We site0 4f Girk mails Mip his phone receipt/ proof of purchase/ and acompleted form/ he will receive N'6 in the mail0 What t!pe of sales promotion is eing used !Mip?A) point of purchaseB) advertising specialt!C) premiumD) price pack") reateAnswer# "Diff# 1 $age %ef# &(6AACB# Anal!tic kills

kill# Application*+ective# 1,-&

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Refer to the scenario below to answer the following questions.

%eliale 3ool Compan! is a manufacturer of hus and axles for the trailer and heav!truck industr!0 Although %eliale 3ool onl! has fifteen customers/ the compan! is the solesupplier of hu and axle components to those customers0 onthl! sales at %eliale 3ool are

approximatel! N1 million0 Lou might sa! we have all of our eggs in one asket/ sa!s ownerArthur Deet90 3herefore/ it is critical that a competent sales force e maintained in order tonurture those few ut large accounts0


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12') Which of the following promotions would e most appropriate for %eliale 3ool to use inits attempt to promote its products and generate new usiness leads?A) reatesB) premiumsC) specialt! advertising items

D) point-of purchase promotions") conventions and trade showsAnswer# "Diff# 1 $age %ef# &(AACB# Anal!tic killskill# Application*+ective# 1,-&

12,) What t!pe of compan! would e likel! to use the territorial sales force structure?Answer# A compan! with onl! one product line to one industr! with customers in man!locations would most likel! use a territorial sales force structure0

Diff# $age %ef# &,1AACB# Anal!tic killskill# Application*+ective# 1,-

12:) What t!pe of compan! would e likel! to use a product sales force structure?Answer# A product sales force structure will most likel! e used ! companies that carr!extensive product lines with the need to separate customers according to the products the! u!0Diff# $age %ef# &,1-&,AACB# Anal!tic killskill# Application*+ective# 1,-

12() "xplain how the workload approach helps companies set sales force si9e0Answer# @sing this approach/ the compan! first groups accounts into different classes accordingto si9e/ account status/ or other factors related to the amount of effort reuired to maintain them03he compan! can then determine the numer of salespeople needed to call on each class ofaccounts the desired numer of times0Diff# $age %ef# &,&AACB# Anal!tic killskill# Application*+ective# 1,-

12) Wh! might a compan! need to hire oth an inside and an outside sales force?Answer# arger accounts ma! reuire special nurturing and face-to-face interaction/ so anoutside sales force can call on those customers0 maller accounts and harder-to-reach customersma! e ale to e taken care of ! an inside sales force0Diff# 2 $age %ef# &,&-&,'AACB# Anal!tic killskill# Application*+ective# 1,-

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1&6) Wh! do man! companies invest in ongoing training for their salespeople?Answer# 3hough training is expensive/ it can e ver! effective in helping salespeople learnaout the needs and motives of their customers/ techniues for effectivel! selling/ the compan!;so+ectives/ and the strategies of ma+or competitors0 With this training/ salespeople are ale toetter do their +os/ resulting in more revenue for the compan!0

Diff# $age %ef# &,(AACB# Anal!tic killskill# Application*+ective# 1,-

1&1) Compare the four t!pes of compensation plans availale to salespeople0Answer# A straight salar! is a fixed amount that is not dependent on sales performance/ while astraight commission is entirel! ased on sales performance0 3he two other t!pes/ salar! plusonus and salar! plus commission/ make a portion of the compensation fixed and a portion asedon sales performance0Diff# 2 $age %ef# &,(-&,

AACB# %eflective 3hinkingkill# Application*+ective# 1,-

1&) Wh! do sales supervisors provide their salespeople with annual call plans?Answer# 3he annual call plan shows which customers and prospects to call on in which monthsand which activities to carr! out/ giving supervisors more control over the activities of theirsalespeople0Diff# $age %ef# &,AACB# Anal!tic killskill# Application*+ective# 1,-

1&2) What does a time-and-dut! anal!sis reveal?Answer# 3his tool/ which can e used to help sales management determine how to increaseselling time/ indicates a salesperson;s time spent selling/ traveling/ waiting/ eating/ taking reaks/and doing administrative chores0Diff# $age %ef# &,AACB# Anal!tic killskill# Application*+ective# 1,-

1&&) Wh! have firms adopted sales force automation s!stems?

Answer# an! firms have adopted sales force automation s!stems to help their salespeopleetter manage their time/ improve customer service/ lower sales costs/ and increase salesperformance0Diff# $age %ef# &:6AACB# Anal!tic killskill# Application*+ective# 1,-

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1&') Wh! is a firm;s organi9ational climate an important part of uilding a successful sales staff?Answer# 7ow salespeople feel aout their opportunities/ value/ and rewards for a goodperformance affects how well salespeople will performF when salespeople are treated as specialcontriutors and have great opportunities for income and promotion/ their sales performance ishigher0

Diff# $age %ef# &:1kill# Application*+ective# 1,-

1&,) Wh! does a firm;s numer of prospects alwa!s eual or exceed its numer of ualifiedcustomers?Answer# $rospecting identifies the total numer of potential customers in an areaF ualif!ingreaks that numer of prospects down into the actual group that it is worthwhile for thesalesperson to target0Diff# $age %ef# &:AACB# Anal!tic kills

kill# Application*+ective# 1,-2

1&:) Wh! does a salesperson set call o+ectives?Answer# Call o+ectives might include ualif!ing the prospect/ gathering more or etterinformation/ andJor making an immediate sale0 With a call o+ective/ a salesperson can e morefocused on how to prepare for the sale0Diff# 2 $age %ef# &:2kill# Application*+ective# 1,-2

1&() 4n what situation would a demonstration e especiall! critical during a salesperson;spresentation?Answer# A demonstration ma! e important if the product;s use or value can e etterunderstood with a visual demonstration0 or example/ if comparing Brand A rass cleaner withanother leading rand/ a demonstration of how much more uickl! Brand A works ma! e moreconvincing for the prospective u!er0Diff# 2 $age %ef# &:&AACB# %eflective 3hinkingkill# Application*+ective# 1,-2

1&) 7ow does moile couponing enefit oth consumers and marketers?

Answer# Consumers don;t have to find and clip coupons 0 oile coupons allow marketers tocarefull! target customers and eliminate the costs associated with printing and distriuting papercoupons0Diff# $age %ef# &:-&(6AACB# %eflective 3hinkingkill# Application*+ective# 1,-&



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1'6) What t!pe of sales promotion would enefit a political candidate the most?Answer# A political candidate would likel! enefit most from using specialt! advertising itemssuch as pencils or pens with the candidate;s name or 3-shirts with the candidate;s name andJorphotograph0Diff# 2 $age %ef# &(6

AACB# %eflective 3hinkingkill# Application*+ective# 1,-&

Documents

Kotler Chapter 16 MCQ