Marketing Management, 14e (Kotler/Keller)
Chapter 19 Managing Personal Communications: Direct and Interactive Marketing,
Word of Mouth, and Personal Selling
1) The catalog you receive from a large apparel store, displaying their new summer collection, is
an example of ________ marketing.
A) buzz
B) direct
C) virtual
D) word of mouth
E) interactive
Answer: B
Page Ref: 535-536
Objective: 1
Difficulty: Easy
2) A salesperson sends e-mails to persuade prospects to buy the products of his company. This is
a type of ________ marketing.
A) buzz
B) virtual
C) word of mouth
D) direct
E) viral
Answer: D
Page Ref: 535-536
Objective: 1
Difficulty: Easy
3) Market demassification has resulted in ________.
A) niche market creation
B) product standardization
C) mass production practices
D) intrinsic marketing channels
E) just-in time production

Answer: A
Page Ref: 536
Objective: 1
Difficulty: Easy

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4) Which of the following is an example of a company that serves a niche market?
A) a large apparel manufacturing company that produces a wide range of products for different
segments
B) a software company that creates standardized supply chain applications for manufacturers
C) a manufacturer who creates tools such as bolts, latches, door handles etc. for left-handed
individuals
D) a large multi-national manufacturer of consumer products, FMCG products, and consumer
electronics
E) a company that manufactures denim pants for men and women of all ages
Answer: C
Page Ref: 536
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate
5) OrdOnline, a pure click company offering online auctioning, decides to launch a promotional
program to increase its sales. The company identifies customers who have made at least three
purchases and spent at least $150 in the past six months and offers discount coupons to these
customers. Which of the following strategies is used here for targeting the customers?
A) viral marketing
B) objective screening
C) internal targeting

D) catalog marketing
E) RFM formula targeting
Answer: E
Page Ref: 538
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate
6) Which of the following is a major advantage of using direct mails?
A) Direct mails permit target market selectivity.
B) It is the best suited tool for selling complex products.
C) Campaign testing is not needed for direct mails.
D) Direct mails have very high conversion rates.
E) It is the best method to sell industrial products.
Answer: A
Page Ref: 538
Objective: 1
Difficulty: Easy

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7) Which of the following is a factor considered when a customer is evaluated based on RFM
formula?
A) the amount of time passed after the customer's last visit
B) the product categories purchased by the customer
C) the mode of payment used by the customer
D) the location from which the customer has bought goods
E) the type of feedback provided by the customer
Answer: A

Page Ref: 538
Objective: 1
Difficulty: Easy
8) Which of the following is an element of an offer strategy?
A) the medium used for delivery
B) the number of customers in the locality
C) the vision of the company
D) the skills required for production
E) the details of customer order received
Answer: A
Page Ref: 538
Objective: 1
Difficulty: Easy
9) The practice of using call centers, where employees receive calls from customers and provide
service by taking orders and answering queries, is called ________.
A) customer response marketing
B) guerilla marketing
C) rective marketing
D) internal marketing
E) inbound telemarketing
Answer: E
Page Ref: 539
Objective: 1
Difficulty: Easy
10) In outbound telemarketing, the call center employees ________.
A) sell high-involvement products
B) initiate calls from a location closer to prospects
C) offer huge discounts to customers
D) initiate calls to prospects and customers
E) answer the queries of consumers who call for information

Answer: D
Page Ref: 539
Objective: 1
Difficulty: Easy

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11) The management of Raleigh Bicycles observes that the company's selling costs are affected
by the increased number of visits that the salespeople make to meet dealers. The company
decides to reduce its personal selling costs by making sales calls to dealers via the telephone.
This marketing strategy used by Raleigh is an example of ________.
A) inbound telemarketing
B) search marketing
C) internal marketing
D) outbound telemarketing
E) paid-search marketing
Answer: D
Page Ref: 539
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate
12) Which of the following is a disadvantage of direct marketing?
A) invasion of privacy
B) inability to build brand awareness
C) low chances of customers avoiding messages
D) inability to control marketing communication
E) inability to maintain information security
Answer: A

Page Ref: 540
Objective: 1
Difficulty: Easy
13) The Internet provides marketers and consumers with opportunities for much greater
interaction and ________ than other marketing channels.
A) control
B) data security
C) high involvement selling
D) order conversion
E) individualization
Answer: E
Page Ref: 540
Objective: 2
Difficulty: Easy

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14) Which of the following is an example of contextual ad placement?
A) advertisements that appear when a consumer types in the term "baby" in Google
B) dynamic advertisements of an automobile company appear in a newspaper's Web site
C) descriptive listings of products and services in an online shopping Web site
D) "buy now" tags that appear near the product description in a company's Web site
E) advertisement of a new movie that appears at the background of a news Web page
Answer: A
Page Ref: 540
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate

15) Which of the following channels is best suited for interactive marketing?
A) television
B) news papers
C) Internet
D) hoardings
E) magazines
Answer: C
Page Ref: 540
Objective: 2
Difficulty: Easy
16) Which of the following is a disadvantage of using Web for interactive marketing?
A) Consumers can effectively screen out most messages.
B) An average customer spends very little time on Internet.
C) Internet selling and advertising is costlier than other advertising media.
D) It is unable to create long-term marketing assets.
E) Online marketing limits the possibilities of personalization.
Answer: A
Page Ref: 540
Objective: 2
Difficulty: Easy
17) Companies design ________ to embody or express their purpose, history, products, and
vision and that are attractive on first viewing and interesting enough to encourage repeat visits.
A) Web sites
B) microblogs
C) banner ads
D) operating programs
E) social network pages
Answer: A
Page Ref: 541
Objective: 2

Difficulty: Easy

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18) Individual Web pages or clusters of pages that function as supplements to a primary Web site
are called ________.
A) banners
B) pop-ups
C) interstitials
D) microsite
E) interstitial
Answer: D
Page Ref: 542
Objective: 2
Difficulty: Easy
19) Of the seven key design elements of an effective Web site, ________ refers to layout and
design.
A) character
B) capability
C) context
D) customization
E) connection
Answer: C
Page Ref: 542
Objective: 2
Difficulty: Easy
20) Small Web pages of DTH Bank appear in the Web site of an online property brokerage firm.
The pages provide tips to home buyers and publishes its new home loan offerings. These Web

pages are examples of ________.
A) microsites
B) online banners
C) interstitials
D) paid advices
E) display advertisements
Answer: A
Page Ref: 542
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate

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21) You are searching for the details of a refrigerator in Google. When you perform the search,
advertisements by home appliance manufacturers appear above the organic search results
displayed by Google. These advertisements link you to the online appliance store of the
companies. Which of the following terms refer to these advertisements?
A) pay-per-click ads
B) floating ads
C) interstitials
D) superstitials
E) banner ads
Answer: A
Page Ref: 542
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate

22) You are visiting FIFA's Web site to know the schedule of the football World cup. On the top
of the Web page showing the schedule, a small picture displays the official mascot and the text
"Buy tickets for the World Cup now". This static exhibit provides the link to the official ticket
booking Web site. Identify the type of advertisement used here.
A) pay-per-click ad
B) floating ad
C) wallpaper ad
D) superstitial
E) banner ad
Answer: E
Page Ref: 542
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate
23) In ________, marketers bid in a continuous auction on search terms that serve as a proxy for
the consumer's product or consumption interests.
A) paid searches
B) pop-up advertising
C) display advertising
D) banner marketing
E) micro-advertising
Answer: A
Page Ref: 542
Objective: 2
Difficulty: Easy

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24) A banner ad is a(n) ________.
A) large ad shown on the screen for complementary products
B) advertisement that appears before displaying a Web page
C) advertisement that comes up when viewing a Web site
D) small, rectangular box containing text and perhaps a picture
E) advertisement that is put up on hoardings
Answer: D
Page Ref: 542
Objective: 2
Difficulty: Easy
25) ________ are advertisements, often with video or animation, which pop up between changes
on a Web site.
A) Interstitials
B) Pay-per click ads
C) Podcasts
D) Wallpaper ads
E) Floating ads
Answer: A
Page Ref: 543
Objective: 2
Difficulty: Easy
26) Podcasts are ________.
A) digital representations of animated pictures
B) dynamic advertisements that change color and fonts while being displayed
C) advertisements that pop up between Web pages
D) digital media files created for playback
E) advertisements that alter the contents of the Web page
Answer: D
Page Ref: 543
Objective: 2

Difficulty: Easy

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27) You are browsing through an entertainment Web site. When you click on one of the links, the
screen turns grey and displays the advertisement of an automobile manufacturer. Clicking on the
advertisement leads to the automobile manufacturer's Web site. This advertisement is an example
of a(n) ________.
A) interstitial
B) superstitial
C) floating ad
D) pay-per-click ad
E) wallpaper ad
Answer: A
Page Ref: 543
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate
28) Which of the following is a disadvantage of using e-mails in marketing?
A) Non-technical products cannot be promoted using e-mails.
B) E-mails are not a cost-effective alternative.
C) Customers can filter the e-mails and many won't reach them.
D) E-mails cannot be used for prospecting.
E) Customer feedback cannot be sought when using e-mails.
Answer: C
Page Ref: 543
Objective: 2
Difficulty: Easy

29) Which of the following statements is true about mobile apps?
A) They are advertisements that avoid the use of animations.
B) They are text messages sent in response to promotions.
C) They are software used to control basic functions such as texting.
D) They are programs designed to enhance the performance of a cell phone's processor.
E) They are software programs that can be loaded on to smart phones.
Answer: E
Page Ref: 544
Objective: 2
Difficulty: Easy

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30) Which of the following is a valid observation about word of mouth advertisements?
A) It is the one form of advertisement that cannot be controlled by companies because it occurs
naturally.
B) Social media can be used as a tool to generate positive word of mouth.
C) Word-of-mouth strategy will be less effective for smaller organizations.
D) Attempts to manage word-of-mouth would lead to negative consequences.
E) Organic word of mouth is always positive whereas facilitated word of mouth is negative.
Answer: B
Page Ref: 546
Objective: 3
Difficulty: Easy
31) All the PR benefits a firm receives without having directly paid for anything is called
________ media.
A) earned
B) open

C) passive
D) inherent
E) internal
Answer: A
Page Ref: 546
Objective: 3
Difficulty: Easy
32) Inception, a recent Hollywood blockbuster, had created a lot of interest among the viewers
even before its release due to the credentials of its makers. The movie was discussed in social
network pages and discussion forums. The discussions increased after its release and it helped
the movie do good business. Which of the following most closely describes the type of
marketing discussed in this example?
A) personalized marketing
B) direct marketing
C) interactive marketing
D) word of mouth marketing
E) technology marketing
Answer: D
Page Ref: 546
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate

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33) ________ are regularly updated online journals or diaries.
A) Cliques
B) Podcasts

C) Interstitials
D) Blogs
E) Forums
Answer: D
Page Ref: 547
Objective: 3
Difficulty: Easy
34) Albert Hawkins is a famous writer. He has authored more than fifteen books in Spanish. He
publishes his thoughts online and updates the pages periodically. This online account has
generated much public interest in Spain and has many readers. Hawkins's online journal is an
example of a(n) ________.
A) blog
B) interstitial
C) online magazine
D) buzz spot
E) microsite
Answer: A
Page Ref: 547
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
35) Identify a social network that majorly targets career-minded professionals.
A) LinkedIn
B) Facebook
C) MySpace
D) Twitter
E) Orkut
Answer: A
Page Ref: 548
Objective: 3

Difficulty: Easy

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36) Which of the following is an example of marketing through social media?
A) a leading brand of sports shoes sponsors the soccer world cup
B) a software company organizes a cancer awareness camp free for all
C) a new department store in your neighborhood that relies on people to spread the word
D) a newspaper article talks about the pollution control processes put in place by a steel
manufacturing giant
E) a leading car manufacturer advertises the new model on facebook
Answer: E
Page Ref: 548
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
37) Which of the following is Word's biggest social network?
A) MySpace
B) Twitter
C) Facebook
D) Orkut
E) Youtube
Answer: C
Page Ref: 548
Objective: 3
Difficulty: Easy
38) Twitter is a Web site that allows users to publish micro comments. It allows users to create
accounts and publish short messages not exceeding 140 characters. Interested people can follow

a person's twitter account and the messages published by him. Many celebrities in the United
States are active tweeters and have a number of followers. Twitter is an example of a ________.
A) social network
B) blog
C) wiki
D) microsite
E) microblog
Answer: A
Page Ref: 548
Objective: 3
Difficulty: Moderate

12
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39) ________ is a social network that concentrates majorly on music and entertainment.
A) LinkedIn
B) Twitter
C) MySpace
D) Orkut
E) Facebook
Answer: C
Page Ref: 548
Objective: 3
Difficulty: Easy
40) ________ marketing generates excitement, creates publicity, and conveys new relevant
brand-related information through unexpected or even outrageous means.
A) Live-in
B) Buzz

C) Viral
D) Guerrilla
E) Experimental
Answer: B
Page Ref: 549
Objective: 3
Difficulty: Easy
41) ________ is another form of word of mouth that encourages consumers to pass along
company-developed products and services or audio, video, or written information to others
online.
A) Buzz marketing
B) Viral marketing
C) Guerrilla marketing
D) Motivational marketing
E) Internal marketing
Answer: B
Page Ref: 549
Objective: 3
Difficulty: Easy

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42) Apple created a lot of publicity before the release of its tablet computer, i-pad. The product
was discussed in online communities and social networks. Many booked the product in advance,
ensuring good initial revenues for Apple. The company published periodic updates of the product
creating huge expectation in the minds of customers. This pre-launch publicity can be viewed as
________ marketing.
A) buzz

B) stealth
C) ambush
D) undercover
E) direct
Answer: A
Page Ref: 549
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
43) Altruron Technologies creates a Facebook page for its new brand of LED television, Sparta.
The Facebook page provides latest updates on Sparta and key service issues of the product. It
also encourages user comments on the page and users share the information and pictures with
their contacts in Facebook. The company has been marketing the page aggressively and has been
encouraging users to "like" the product in Facebook. This social networking page and related
efforts help the company attract prospective customers. The situation discussed here is an
example of ________ marketing.
A) viral
B) deceptive
C) stealth
D) direct
E) guerilla
Answer: A
Page Ref: 549
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate

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44) Aldoor, a smart phone manufacturer, understands that word-of-mouth marketing is an
important aspect in the success of a product. It promotes discussions about the product both
online and offline. Certain loyalists, who have good knowledge about smart phones, act as key
participants in such discussions. They help others sort out the problems and provide suggestions
to those who want to buy smart phones. These individuals can be called ________.
A) intuiters
B) buzzers
C) bridges
D) connectors
E) mavens
Answer: E
Page Ref: 551
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
45) Andrew is a post graduate student in Oxford University. He is also a member of the group of
engineering professionals. The membership was issued to him when he worked as an engineer
before joining the school. Andrew is called a(n) ________ connecting the oxford student
community and group of engineering professionals.
A) bridge
B) maven
C) buzzer
D) intuiter
E) external
Answer: A
Page Ref: 551
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate

46) Buzz and viral marketing both try to ______.
A) use unethical methods to popularize a brand
B) market products by providing free samples to customers
C) create a splash in the marketplace to showcase a brand
D) induce impulse sales by displaying products close to the pay counters
E) market products to customers without their knowledge
Answer: C
Page Ref: 551
Objective: 3
Difficulty: Easy

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47) According to communication researchers, the society consists of ________, small groups
whose members interact frequently.
A) intuiters
B) buzzers
C) cliques
D) informants
E) campaigners
Answer: C
Page Ref: 551
Objective: 3
Difficulty: Easy
48) People who know and communicate with a great number of other people are called
________.
A) buzzers
B) connectors

C) informants
D) stickers
E) bridges
Answer: B
Page Ref: 551
Objective: 3
Difficulty: Easy
49) Which of the following softwares allows Internet firms to monitor when customers blog,
comment, post, share, link, upload, friend, stream, write on a wall, or update a profile?
A) cookies
B) caches
C) bridges
D) cliques
E) buzzers
Answer: A
Page Ref: 552
Objective: 3
Difficulty: Easy
50) The original and oldest form of direct marketing are ________.
A) billboards
B) banner advertising
C) mail campaigns
D) outbound telemarketing calls
E) field sales calls
Answer: E
Page Ref: 553
Objective: 4
Difficulty: Easy
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51) A salesperson performing over the counter sales in a medical store can be referred to as a(n)
________.
A) order taker
B) demand creator
C) solution vendor
D) phisher
E) missionary
Answer: A
Page Ref: 553
Objective: 4
Difficulty: Easy
52) Alduro Chemicals, a manufacturer of detergents, delivers chemicals used for commercial
washing to various hoteliers in the United States. Most of the company's revenue comes from
routine orders from its existing customers and the company uses unskilled salespeople to collect
requirements from its customers. These unskilled customers are known as ________.
A) demand creators
B) deliverers
C) missionaries
D) order takers
E) solution vendors
Answer: D
Page Ref: 553
Objective: 4
AACSB: Analytic skills
Difficulty: Moderate
53) Gordron Inc. manufactures and markets medical equipment. To ensure that its salespeople
are knowledgeable enough to answer all product queries, the company hires only those
individuals who have a good understanding of both the medicine profession and the mechanics

of the equipment used. Which of the following is the most accurate classification of Gordron's
salesforce?
A) technicians
B) demand creators
C) deliverers
D) order takers
E) missionaries
Answer: A
Page Ref: 553
Objective: 4
AACSB: Analytic skills
Difficulty: Moderate

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54) Robert is hired as a sales representative for a company that manufactures fire extinguishers.
His job description reads as follows: "The key duty of the sales representative is to unravel the
customer's problems using the company's products." Which of the following positions would best
describe Robert's profile?
A) deliverer
B) technical salesperson
C) missionary salesperson
D) order taker
E) solution vendor
Answer: E
Page Ref: 553
Objective: 4
Difficulty: Easy

55) A sales representative whose expertise is in unraveling customers' problem is called a(n)
________.
A) order taker
B) missionary
C) technician
D) solution vendor
E) demand creator
Answer: D
Page Ref: 553
Objective: 4
Difficulty: Easy
56) A salesperson who relies on creative methods for selling a company's tangible or intangible
offerings is called a(n) ________.
A) demand creator
B) deliverer
C) order taker
D) missionary
E) solution vendor
Answer: A
Page Ref: 553
Objective: 4
Difficulty: Easy

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57) Which of the following tasks of the salesforce refers to conducting market research and
doing intelligence work?
A) servicing

B) communicating
C) targeting
D) prospecting
E) information gathering
Answer: E
Page Ref: 554
Objective: 4
Difficulty: Easy
58) The process of deciding how to allocate company's time among prospects and customers is
called ________.
A) targeting
B) prospecting
C) allocating
D) dispersing
E) delegating
Answer: A
Page Ref: 554
Objective: 4
Difficulty: Easy
59) Which of the following refers to the process of deciding which customers will get scarce
products during product shortages?
A) delegating
B) prospecting
C) allocating
D) dispersing
E) targetting
Answer: C
Page Ref: 554
Objective: 4
Difficulty: Easy


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60) A company uses sales representatives for selling the company's more complex and
customized products to large accounts, while using inside salespeople and Web ordering for lowend selling. Which of the following describes the company's sales force best?
A) demand creators
B) direct marketing force
C) missionary sellers
D) technical salesforce
E) leveraged salesforce
Answer: E
Page Ref: 554
Objective: 4
Difficulty: Easy
61) Your company has customer-service representatives who provide you with leads, write up
proposals, fulfill orders, and provide post-sales support. Your responsibilities are to concentrate
on the larger accounts with more complex and customized needs. Your company most likely has
a ________ salesforce.
A) distributive
B) territory based
C) leveraged
D) decentralized
E) parallel
Answer: C
Page Ref: 554
Objective: 4
Difficulty: Easy
62) ________ consists of manufacturers' reps, sales agents, and brokers who earn a commission

based on sales.
A) Virtual salesforce
B) Domestic salesforce
C) Contingent sales force
D) Contractual sales force
E) Decentralized salesforce
Answer: D
Page Ref: 555
Objective: 4
Difficulty: Easy

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63) Part-time paid employees who work exclusively for the company are a part of the ________
salesforce.
A) direct
B) virtual
C) contractual
D) implicit
E) brokered
Answer: A
Page Ref: 555
Objective: 4
Difficulty: Easy
64) Fixed compensation receives more emphasis in sales rep jobs with ________.
A) a high ratio of selling to nonselling duties
B) a high requirement for individual initiatives
C) an intensive focus on selling activities

D) very little need for teamwork
E) technical complexities
Answer: E
Page Ref: 556
Objective: 4
Difficulty: Easy
65) Identify the first step in the workload approach to establish sales force size.
A) grouping customers into size classes according to annual sales volume
B) establishing desirable call frequencies for each customer class
C) determining the total workload for the country in terms of sales calls per year
D) determining the average number of calls a sales representative can make per year
E) calculating the total number of sales reps needed
Answer: A
Page Ref: 556
Objective: 4
Difficulty: Easy
66) Which of the following sales positions is most likely to have fixed compensation?
A) an FMCG salesperson selling to supermarkets
B) a salesperson who handles the industrial customers
C) an insurance agent who works part time
D) a service representative in charge of handling incoming customer queries
E) a telecaller calling up existing customers to bring in additional sales
Answer: B
Page Ref: 556
Objective: 4
Difficulty: Easy

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67) Today's customers expect a salesperson to have extensive product knowledge, to be efficient
and reliable, and to provide ideas to improve the customer's operations. These demands are
forcing companies to make higher investments in ________.
A) sales training
B) internal selling
C) management controls
D) advertising
E) sales promotions
Answer: A
Page Ref: 557
Objective: 5
Difficulty: Easy
68) Company call center executives provide procedural information to the clients who call up to
know the specifications and operation of the product. These call center employees can be called
________.
A) technical support people
B) sales assistants
C) telemarketers
D) deliverer
E) consultants
Answer: A
Page Ref: 558
Objective: 4
Difficulty: Easy
69) ________ questions ask about the consequences of the buyer's problems.
A) Situation
B) Problem
C) Implication
D) Need-payoff

E) Solution
Answer: C
Page Ref: 560
Objective: 5
Difficulty: Easy

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70) Jackson, the sales representative of a European manufacturer of commercial heavy duty
washing machines, calls on the hotels in California. During a sales call, he asks the housekeeping
manager of a hotel "How many bed sheets do you wash in a day, on an average?" This question
can be classified as a(n) ________ question.
A) situation
B) problem
C) implication
D) need-payoff
E) consequence
Answer: A
Page Ref: 560
Objective: 5
AACSB: Analytic skills
Difficulty: Moderate
71) Which of the following is an example of a problem question?
A) What system are you using to invoice your customers?
B) How does this problem affect your people's productivity?
C) What parts of the system create errors?
D) How much would you save if our company could help reduce errors by 80 percent?
E) Which operating system have you installed in your personal computer?

Answer: C
Page Ref: 560
Objective: 5
Difficulty: Easy
72) Which of the following types of questions directly enquires about the value or usefulness of a
proposed solution?
A) situation questions
B) problem questions
C) implication questions
D) consequence questions
E) need-payoff questions
Answer: E
Page Ref: 560
Objective: 5
Difficulty: Easy

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73) Which of the following is the first step in the process of personal selling?
A) prospecting and qualifying
B) sales preapproach
C) sales presentation
D) unearthing objections
E) demonstrating advantages
Answer: A
Page Ref: 561
Objective: 5
Difficulty: Easy

74) A salesperson who is contacting possible buyers by mail or phone to assess their level of
interest and financial capacity is in the ________ step of the selling process.
A) preapproach
B) prospecting
C) qualifying
D) following up
E) objection handling
Answer: B
Page Ref: 561
Objective: 5
Difficulty: Easy
75) In which of the following stages of personal selling does a salesperson tell the product story
to the buyer?
A) preapproach
B) prospecting
C) presentation
D) closing
E) objection handling
Answer: C
Page Ref: 561
Objective: 5
Difficulty: Easy
76) Catalog marketing and telemarketing are examples of indirect marketing.
Answer: FALSE
Page Ref: 536
Objective: 1
Difficulty: Easy
77) One of the shortcomings of direct marketing is that the firms cannot easily measure its
response.
Answer: FALSE

Page Ref: 536
Objective: 1
Difficulty: Easy
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78) Direct mail permits target market selectivity and allows early testing and response
measurement.
Answer: TRUE
Page Ref: 538
Objective: 1
Difficulty: Easy
79) A company's best prospects are customers who have never bought its products.
Answer: FALSE
Page Ref: 538
Objective: 1
Difficulty: Easy
80) Direct marketing has the ability to test different elements of an offer strategy under real
marketplace conditions.
Answer: TRUE
Page Ref: 539
Objective: 1
Difficulty: Easy
81) If a company exaggerates the features of its products in its product catalogue, it can be
classified as deception.
Answer: TRUE
Page Ref: 540
Objective: 1
Difficulty: Easy

82) Internet is not a suitable channel for engaging in interactive marketing.
Answer: FALSE
Page Ref: 540
Objective: 2
Difficulty: Easy
83) Display advertisements can be used as a medium for interactive advertising.
Answer: TRUE
Page Ref: 541
Objective: 2
Difficulty: Easy
84) Microsites are versions of Web sites designed for access from mobile devices.
Answer: FALSE
Page Ref: 542
Objective: 2
Difficulty: Easy

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