Question16. Paid personal communication that

16. Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called

a) advertising.

b) sales promotion.

c) personal selling.

d) target marketing.

e) public relations.

17. A major disadvantage of personal selling is that it

a) is not remembered as well by consumers as advertising messages are.

b) cannot easily adjust the message to satisfy a customer’s information needs.

c) is very expensive per contact.

d) does not provide immediate feedback.

e) is not compatible with other promotional activities.

18. A sales career can offer all of the following except a

a) structured, inflexible workday.

b) high income.

c) great deal of freedom.

d) high level of training.

e) high level of job satisfaction.

19. Personal selling goals include finding prospects, convincing prospects to buy, and

a) monitoring new products being developed.

b) being aware of competitors’ sales activities.

c) seeking one-sale customers.

d) avoiding repeat transactions.

e) keeping customers satisfied.

20. The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of

a) chief executive officers.

b) salespeople.

c) sales managers.

d) quality control experts.

e) marketing directors.

21. Jennifer Clarkson, a sales representative for a publisher of college textbooks, had the southern half of the state as a sales territory. Last year, the director of marketing for the publishing company told Jennifer’s sales manager to increase her territory to the entire state. Now Jennifer’s customers are less satisfied with the company. They are most likely to blame ___________ for their reduced level of customer satisfaction.

a) the textbook authors

b) the company’s chief executive officer

c) the marketing manager

d) the sales manager

e) Jennifer

22. Sayyid’s company has launched a new product line, and he is put in charge of sales. He decides his first step will be to find potential customers in the company’s sales records. Sayyid is

a) prospecting.

b) screening.

c) researching.

d) pre-approaching.

e) surveying.

23. The final stage of the selling process is

a) closing.

b) trial close.

c) presentation.

d) follow-up.

e) overcoming objections.

24. Developing a list of potential customers is called

a) preapproaching.

b) surveying.

c) scouting.

d) prospecting.

e) screening.

25. Scott Bartello, a salesperson for Xerox, develops a list of potential customers and evaluates them on the basis of their ability, willingness, and authority to purchase copy machines. This process is called

a) customer search.

b) preapproach.

c) approaching the customer.

d) audience selection.

e) prospecting.e

26. Company sales records, commercial databases, newspaper announcements, telephone directories, and public records are all sources used for

a) surveying.

b) screening.

c) researching.

d) preapproaching.

e) prospecting.

27. Advertising that encourages customers to send in reply cards for additional information aids salespeople in achieving which goal of personal selling?

a) Convincing prospects to buy

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