professional selling because everyone is a salesperson by Shane C. Hunt Test bank

firms to emphasize CLV.
References
True / False Difficulty: 3 Hard Learning Objective: 1-2 Explain the
strategic role of personal selling and
sales analytics in modern organizations.
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 11.
Award: 10.00 points
 12.
Award: 10.00 points
A two-way flow of seller-paid for communication between a buyer and a seller that is intended to
influence a buyer’s purchase decision is often referred to as
personal selling.
advertising.
customer relationship management.
public relations.
sales promotion.
Personal selling is distinguished from other forms of promotion by three characteristics: bidirectional
communication, seller paid, attempts to influence buyer decision making.
References
Multiple Choice Difficulty: 1 Easy Learning Objective: 1-1 Describe the
importance, challenges, and unique
advantages of personal selling.
Which of the following scenarios is  not  a form of personal selling?
All of these answers are examples of personal selling activities
a theater employee inquiring whether a moviegoer whether they’d like the large bucket of
popcorn for a dollar more
a waiter providing details about the daily chef specials to restaurant diners.
None of these answers are examples of personal selling activities.
a fundraising officer at your university asking a donor to permanently endow a scholarship
Each meets the criteria in the definition of personal selling: (a) two-way communication, (b) paid for
by seller, (c) intended to influence a buyer’s purchase decision.
References
Multiple Choice Difficulty: 2 Medium Learning Objective: 1-1 Describe the
importance, challenges, and unique
advantages of personal selling.
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 13.
Award: 10.00 points
 14.
Award: 10.00 points
Which of the following marketing communication channels is  not  recognized as an element of the
promotion mix?
personal selling
advertising
public relations
sales promotion
social media
Social media is not part of the promotion mix.
References
Multiple Choice Difficulty: 1 Easy Learning Objective: 1-1 Describe the
importance, challenges, and unique
advantages of personal selling.
Which of the following dimensions distinguishes personal selling from traditional advertising?
Communication is paid for by the buyer.
None of these answers are correct.
The flow of communication is bidirectional.
Communication that is intended to influence buyer attitudes.
Communication that is intended to influence buyer awareness.
Two-way flow of communication between buyer and seller is only item listed that distinguishes
personal selling from the other promotion mix elements.
References
Multiple Choice Difficulty: 2 Medium Learning Objective: 1-1 Describe the
importance, challenges, and unique
advantages of personal selling.
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 15.
Award: 10.00 points
 16.
Award: 10.00 points
According to the Marketing Science Institute, firms on average receive around a ________ percent
return on investment for sales-related expenditures.
50
10
100
30
−10
According to MSI, firms make an extra $30 for every $100 increase in sales related expenditures.
References
Multiple Choice Difficulty: 2 Medium Learning Objective: 1-1 Describe the
importance, challenges, and unique
advantages of personal selling.
A key advantage of personal selling relative to other promotion mix elements is that it enables the
selling firm to
adapt their marketing communication based on direct verbal customer feedback.
All of these answers are correct.
develop more detailed and customized solutions.
gain key market insights based on customer’s feedback, objections, and concerns.
adapt their marketing communication based on a buyer’s nonverbal behaviors.
Each of the items relate to advantages of personal selling relative to other promotion mix elements.
References
Multiple Choice Difficulty: 1 Easy Learning Objective: 1-1 Describe the
importance, challenges, and unique
advantages of personal selling.
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 17.
Award: 10.00 points
 18.
Award: 10.00 points
________ selling is a sales approach that involves building and maintaining customer trust over a
long period of time.
Customer-oriented
Values-based
SPIN
Transactional