Question 1: Emphasis on immediate issues such as product features, functions, price, and performance in the personal selling process rather than on building a long-term bond with the buyer is part of a

a)transactions orientation.

b)product benefits orientation.

c)catalog description.

d)partnering relationship.

e)comparison orientation.

Question 2: When promotional efforts are aimed at one or more of the members of a marketing channel so that the channel members will market the product to move it through the channel, this strategy is called

a)channel influence strategy.

b)pull strategy.

c)push strategy.

d)member impact strategy.

e)channel leverage strategy.

Question 3: Which of the following is not a function of relationship selling?

a)providing valuable customer information

b)allowing each transaction to build upon earlier, satisfactory transactions

c)Creating a mutually beneficial bond between buyer and seller

d)focusing on meeting the customer's short-term needs

e)providing salespeople with a competitive advantage

Question 4: As compared with a target market consisting of ultimate consumers, a target market made up of industrial purchasers or retail and wholesale buyers is more likely to be served by firms whose promotional mix relies heavily on

a)public relations.

b)advertising.

c)sales promotion.

d)personal selling.

e)publicity.

Question 5: One disadvantage of the skimming pricing policy for new products is that

a)it does not allow for much flexibility in price decreases for the future.

b)it leads to overpricing by competitors.

c)it creates a negative price-quality relationship in the mind of the consumer.

d)the financial returns the company receives have a tendency to attract competition quickly.

e)such a policy tends to minimize the revenue received from sales.