1. Anne Mulcahy, Xerox CEO, has been successful in turning the company around, in part because of the skills she learned when she started out as a sales representative. Your book suggests that the objective of personal selling should be to
close the deal.
increase profits from sales.
replace advertising.
confuse the buyer.
build a relationship.
2. As noted in the video, the first step of the personal selling process at Xerox is called prospecting. Prospects are people who respond to referrals from other Xerox clients, sales calls, or
legal postings.
sales promotions.
public relations.
competitor's ads.
advertising.
3. Alison Capossela is the face of Xerox to her 250 customers. Her role is similar to that of what person in an ad agency?
account representative
media planner
media buyer
client
sales representative
4. Alison reviews the "smart kits" offered by Xerox as a way of addressing her customer's assertion that Xerox and its competitors offer similar if not identical capabilities. This relates to what your book claims is the "greatest strength" of personal selling, which is
its reliance on databases.
its measurability.
its ease of implementation.
its personal nature.
its low cost.