PMK CHAPTER 16

Which of the following is true with regard to personal selling?

• Personal selling entails personal presentations by a firm's sales force for the purpose of

  making sales and building customer relationships.

• Personal selling involves making personal requests to potential buyers to enter into short-

  term business relationships with firms.

• Personal selling distances the buyer from the seller and does not focus on building enduring

  relationships.

• An outside sales force is not involved in personal selling.

• Personal selling is a relatively new profession.

A(n) ________ is an individual who represents a company to customers by prospecting,

communicating, selling, servicing, information gathering, and/or relationship building.

• auditor

• trainer

• salesperson

• manager

• human resource personnel

Which of the following is true about the sales force of a company?

• A) Salespeople represent customers to the company and manage the buyer-seller relationship.

• B) Salespeople represent workers' interests to upper management.

• C) The primary responsibility of a sales force is to formulate operational strategies.

• D) The sales force is responsible for product development and product strategy.

• E) The sales force oversees the auditing process and recovers money from defaulting

  customers.

Which of the following is NOT a position that a salesperson covers?

• A) order taker

• B) creative seller

• C) order getter

• D) relationship builder

• E) shipping arranger

Which of the following is true about the sales force of a company?

• Salespeople rely on engineers and manufacturers to learn about customer needs.

• The sales force plays a minor role in customer-company relationships.

• Salespeople rarely visit in person with customers.

• Salespeople represent customers to the company, championing customers' interests.

• Salespeople do not have the authority to act on customers' objections.

Which of the following would most likely improve coordination between marketing and

sales?

• Salespeople should directly participate in the development of new products.

• Salespeople should participate in marketing planning sessions by sharing firsthand customer

  knowledge.

• The sales force should strategize promotional strategies and be the primary decision makers

  about marketing.

• Marketing managers should field test new promotion strategies before the sales team.

• The marketing and sales departments should conduct annual job rotations.

Which of the following is NOT likely to improve coordination between marketing and sales?

• appointing a high-level marketing executive to oversee both marketing and sales

• arranging joint meetings and spelling out communications channels

• creating rewards systems that put marketing and sales in competition with each other

• including brand managers in sales calls

• adding marketing-sales liaisons to coordinate programs and efforts

At Price & Wallace Inc., a pharmaceuticals company, members of the sales force and

marketing department tend to have disagreements when things go wrong with a customer. The

marketers blame the salespeople for poorly executing their strategies, while the salespeople

blame the marketers for being out of touch with customers. Which of the following steps should

upper management at Price & Wallace take to help bring the sales and marketing functions

closer together?

• establish a customer sales force structure and make sure that sales quotas are easily

  achievable

• establish a complex sales force structure

• emphasize traditional methods of selling

• adopt a sales force automation system and implement team selling

• appoint a high-level marketing executive to oversee both marketing and sales

All companies must have salespeople.

• TRUE

• FALSE

Personal selling involves interpersonal interactions between salespeople and individual customers.

• TRUE

• FALSE