CHAPTER 8

In the traditional perspective, public relations is a __________function whose primary responsibility is to maintain mutually beneficial relationships between an organization and its publics.

• human resources

• nonmanagement

• nonmarketing

• sales

In marketing public relations (MPR), a firm’s product sales may be affected by_____________.

• procedures

• brand impact

• employee morale

• public attitudes

Community members and customers of a firm are considered a(n) __________audience.

In the new role of public relations, the public relations department will work closely together with the __________department.

• sales

• product development

• marketing

• finance

The sales manager supervises the sales force; as a result, salesperson evaluations are typically based on­­­_____________.

• sales criteria.

• communication objectives.

• program implementations.

• marketing partnership.

Personal selling refers to selling____________.

• homemade products through online stores.

• low-value products to only individuals and not organizations or groups.

• personalized products to only individuals and not organizations or groups.

• • through a person-to-person communications process.

Which product is most likely to use personal selling as the dominant tool of marketing?

• Pizza

• OTC medications

• • Excavators

• Fresh flowers

Personal selling is most likely used in which stage of the response hierarchy?

• simulating trial

• creating awareness

• delivering the product

• creating interest

What step in the Eight-Step Personal Selling Process is characterized by focusing on the features, advantages, and benefits of the product or service to the buyer?

• prospecting

• handling objections

• sales presentation

• approach