Principles of Marketing, 17e, Global Edition (Kotler/Armstrong)
Chapter 16 Personal Selling and Sales Promotion
1) Which of the following is true with regard to personal selling?
A) Personal selling entails personal presentations by a firm's sales force for the purpose of
making sales and building customer relationships.
B) Personal selling involves making personal requests to potential buyers to enter into short-
term business relationships with firms.
C) Personal selling distances the buyer from the seller and does not focus on building enduring
relationships.
D) An outside sales force is not involved in personal selling.
E) Personal selling is a relatively new profession.
Answer: A
AACSB: Analytical thinking
Skill: Concept
Objective: LO 16.1: Discuss the role of a company's salespeople in creating value for customers
and building customer relationships.
Difficulty: Easy
2) A(n) ________ is an individual who represents a company to customers by prospecting,
communicating, selling, servicing, information gathering, and/or relationship building.
A) auditor
B) trainer
C) salesperson
D) manager
E) human resource personnel
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 16.1: Discuss the role of a company's salespeople in creating value for customers
and building customer relationships.
Difficulty: Easy
3) 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.
Answer: A
AACSB: Analytical thinking
Skill: Concept
Objective: LO 16.1: Discuss the role of a company's salespeople in creating value for customers
and building customer relationships.
Difficulty: Moderate
4) 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
Answer: E
AACSB: Analytical thinking
Skill: Concept
Objective: LO 16.1: Discuss the role of a company's salespeople in creating value for customers
and building customer relationships.
Difficulty: Moderate
5) Which of the following is true about the sales force of a company?
A) Salespeople rely on engineers and manufacturers to learn about customer needs.
B) The sales force plays a minor role in customer-company relationships.
C) Salespeople rarely visit in person with customers.
D) Salespeople represent customers to the company, championing customers' interests.
E) Salespeople do not have the authority to act on customers' objections.
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 16.1: Discuss the role of a company's salespeople in creating value for customers
and building customer relationships.
Difficulty: Moderate
6) Which of the following would most likely improve coordination between marketing and
sales?
A) Salespeople should directly participate in the development of new products.
B) Salespeople should participate in marketing planning sessions by sharing firsthand customer
knowledge.
C) The sales force should strategize promotional strategies and be the primary decision makers
about marketing.
D) Marketing managers should field test new promotion strategies before the sales team.
E) The marketing and sales departments should conduct annual job rotations.
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 16.1: Discuss the role of a company's salespeople in creating value for customers
and building customer relationships.
Difficulty: Moderate
7) Which of the following is NOT likely to improve coordination between marketing and sales?
A) appointing a high-level marketing executive to oversee both marketing and sales
B) arranging joint meetings and spelling out communications channels
C) creating rewards systems that put marketing and sales in competition with each other
D) including brand managers in sales calls
E) adding marketing-sales liaisons to coordinate programs and efforts
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 16.1: Discuss the role of a company's salespeople in creating value for customers
and building customer relationships.
Difficulty: Moderate
8) 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?
A) establish a customer sales force structure and make sure that sales quotas are easily
achievable
B) establish a complex sales force structure
C) emphasize traditional methods of selling
D) adopt a sales force automation system and implement team selling
E) appoint a high-level marketing executive to oversee both marketing and sales
Answer: E
AACSB: Analytical thinking
Skill: Application
Objective: LO 16.1: Discuss the role of a company's salespeople in creating value for customers
and building customer relationships.
Difficulty: Moderate
9) All companies must have salespeople.
Answer: FALSE
Skill: Concept
Objective: LO 16.1: Discuss the role of a company's salespeople in creating value for customers
and building customer relationships.
Difficulty: Easy
10) Personal selling involves interpersonal interactions between salespeople and individual
customers.
Answer: TRUE
Skill: Concept
Objective: LO 16.1: Discuss the role of a company's salespeople in creating value for customers
and building customer relationships.
Difficulty: Easy
11) Salespeople do not represent customers to the company.
Answer: FALSE
Skill: Concept
Objective: LO 16.1: Discuss the role of a company's salespeople in creating value for customers
and building customer relationships.
Difficulty: Easy
12) What is personal selling?
Answer: Personal presentations by the firm's sales force for the purpose of making sales and
building customer relationships is known as personal selling.
AACSB: Written and oral communication
Skill: Concept
Objective: LO 16.1: Discuss the role of a company's salespeople in creating value for customers
and building customer relationships.
Difficulty: Easy
13) Describe the nature of personal selling and the role of the sales force.
Answer: Today, most salespeople are well-educated and 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.
The best salespeople are the ones who work closely with customers for mutual gain. Personal
selling is the interpersonal arm of the promotion mix. The sales force acts as a critical link
between a company and its customers. Salespeople represent the company to the customer and
the customer to the company to produce customer satisfaction and company profit.
AACSB: Written and oral communication
Skill: Concept
Objective: LO 16.1: Discuss the role of a company's salespeople in creating value for customers
and building customer relationships.
Difficulty: Moderate
14) ________ is defined as analyzing, planning, implementing, and controlling sales force
activities.
A) Benchmarking
B) Sales force management
C) Business intelligence
D) Sales force automation
E) Sampling
Answer: B
Skill: Concept
Objective: LO 16.2: Identify and explain the six major sales force management steps.
Difficulty: Easy
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