Question 1

Why is direct mail popular among marketers? What are its weaknesses?

Accepted Answer

Direct mail is a popular medium because it permits target market selectivity, can be personalized, is flexible, and allows early testing and response measurement. Although the cost per thousand is higher than for mass media, the people reached are much better prospects. Direct mail can produce prospect leads, strengthen customer relationships, inform and educate customers, remind customers of offers, and reinforce recent customer purchase decisions. The success of direct mail, however, has also become its liability - so many marketers are sending out direct-mail pieces that mailboxes are becoming stuffed, leading some consumers to disregard the blizzard of solicitations they receive.

Question 2

Which of the following is NOT a main part of managing the sales force?

Accepted Answer

A)  recruiting and selecting sales representatives 
B)  identifying prospects for sales representatives 
C)  training sales representatives 
D)  motivating sales representatives 
E)  evaluating sales representatives 
A)  recruiting and selecting sales representatives 
B)  identifying prospects for sales representatives 
C)  training sales representatives 
D)  motivating sales representatives 
E)  evaluating sales representatives B

Question 3

What are the elements of a direct mail offer? How can each be tested?

Accepted Answer

The offer strategy has five elements - the product, the offer, the medium, the distribution method, and the creative strategy. Fortunately, all can be tested. The direct-mail marketer also must choose five components of the mailing itself: the outside envelope, sales letter, circular, reply form, and reply envelope. A common direct marketing strategy is to follow up direct mail with an e-mail. The different elements of an offer strategy, such as products, product features, copy platform, mailer type, envelope, prices, or mailing lists, can be tested under real market conditions.

Question 4

Direct marketing has not been growing as fast as US retail sales.

Accepted Answer

A) True 
 B)False

Question 5

Direct marketing produced $2.05 trillion in sales in 2012, accounting for approximately 8.7 percent of GDP.

Accepted Answer

A) True 
 B)False

Question 6

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 customers?

Accepted Answer

A)  viral marketing 
B)  objective screening 
C)  internal targeting 
D)  catalog marketing 
E)  RFM formula targeting 
A)  viral marketing 
B)  objective screening 
C)  internal targeting 
D)  catalog marketing 
E)  RFM formula targeting

Question 7

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 average?" This question can be classified as a(n) ________ question.

Accepted Answer

A)  situation 
B)  problem 
C)  implication 
D)  need-payoff 
E)  consequence 
A)  situation 
B)  problem 
C)  implication 
D)  need-payoff 
E)  consequence

Question 8

How have sellers benefited from market demassification?

Accepted Answer

Direct marketers can buy a list containi

Question 9

________ includes objections due to proposed contract completion time, quality of goods and services offered, purchase volume, product safety, and responsibility for financing, risk taking, promotion, and title.

Accepted Answer

A)  Psychological resistance 
B)  Logical resistance 
C)  Price sensitivity 
D)  Relationship inertia 
E)  Reactance 
A)  Psychological resistance 
B)  Logical resistance 
C)  Price sensitivity 
D)  Relationship inertia 
E)  Reactance

Question 10

________ includes resistance to interference and a neurotic attitude toward money.

Accepted Answer

A)  Psychological resistance 
B)  Logical resistance 
C)  Price sensitivity 
D)  Relationship inertia 
E)  Reactance 
A)  Psychological resistance 
B)  Logical resistance 
C)  Price sensitivity 
D)  Relationship inertia 
E)  Reactance

Question 11

Which of the following is an example of a problem question?

Accepted Answer

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? 
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?

Question 12

In outbound telemarketing, the call center employees ________.

Accepted Answer

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 
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

Question 13

________ questions ask about the consequences of the buyer's problems.

Accepted Answer

A)  Situation 
B)  Problem 
C)  Implication 
D)  Need-payoff 
E)  Solution 
A)  Situation 
B)  Problem 
C)  Implication 
D)  Need-payoff 
E)  Solution

Question 14

Part-time paid employees who work exclusively for the company are a part of the ________ sales force.

Accepted Answer

A)  direct 
B)  virtual 
C)  contractual 
D)  implicit 
E)  brokered 
A)  direct 
B)  virtual 
C)  contractual 
D)  implicit 
E)  brokered

Question 15

Which of the following is a positive factor when considering the development of a customer database?

Accepted Answer

A)  The product is a once-in-a-lifetime purchase. 
B)  There is no contact between the buyer and seller. 
C)  There is a lot of customer churn. 
D)  The unit sale is very small. 
E)  Customer lifetime value is high. 
A)  The product is a once-in-a-lifetime purchase. 
B)  There is no contact between the buyer and seller. 
C)  There is a lot of customer churn. 
D)  The unit sale is very small. 
E)  Customer lifetime value is high.

Question 16

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?

Accepted Answer

A)  deliverer 
B)  technical salesperson 
C)  missionary salesperson 
D)  order taker 
E)  solution vendor 
A)  deliverer 
B)  technical salesperson 
C)  missionary salesperson 
D)  order taker 
E)  solution vendor

Question 17

Demand creators are not permitted to take an order but expected rather to build goodwill or educate the actual or potential user.

Accepted Answer

A) True 
 B)False

Question 18

You work as a sales representative in a company that manufactures surgical equipment. Before calling on an important prospect, you decide to search the Internet and find out details about him. What step in the selling process is being carried out here? What is the importance of this step?

Accepted Answer

This step is called preapproach. This he

Question 19

Most direct marketers apply the RFM formula to select customers. Explain this formula and how it is used to select customers.

Accepted Answer

Most direct marketers apply the RFM (rec

Question 20

In which of the following cases is building a database worthwhile for the company?

Accepted Answer

A)  Clare's creates personalized sculptures for special occasions. 
B)  Sales of Clarity soap have fallen over the past few months in all regions. 
C)  2Wheels sells its most profitable products to repeat customers. 
D)  Uncle Jim's sells its range of snacks in stores throughout the country. 
E)  Ready-to-wear clothes brand Zeep targets the teen and tween market throughout the United States. 
A)  Clare's creates personalized sculptures for special occasions. 
B)  Sales of Clarity soap have fallen over the past few months in all regions. 
C)  2Wheels sells its most profitable products to repeat customers. 
D)  Uncle Jim's sells its range of snacks in stores throughout the country. 
E)  Ready-to-wear clothes brand Zeep targets the teen and tween market throughout the United States.

Why is direct mail popular among marketers? What are its weaknesses?

Which of the following is NOT a main part of managing the sales force?

What are the elements of a direct mail offer? How can each be tested?

Direct marketing has not been growing as fast as US retail sales.

Direct marketing produced $2.05 trillion in sales in 2012, accounting for approximately 8.7 percent of GDP.

How have sellers benefited from market demassification?

________ includes objections due to proposed contract completion time, quality of goods and services offered, purchase volume, product safety, and responsibility for financing, risk taking, promotion, and title.

________ includes resistance to interference and a neurotic attitude toward money.

Which of the following is an example of a problem question?

In outbound telemarketing, the call center employees ________.

________ questions ask about the consequences of the buyer's problems.

Part-time paid employees who work exclusively for the company are a part of the ________ sales force.

Which of the following is a positive factor when considering the development of a customer database?

Demand creators are not permitted to take an order but expected rather to build goodwill or educate the actual or potential user.

You work as a sales representative in a company that manufactures surgical equipment. Before calling on an important prospect, you decide to search the Internet and find out details about him. What step in the selling process is being carried out here? What is the importance of this step?

Most direct marketers apply the RFM formula to select customers. Explain this formula and how it is used to select customers.

In which of the following cases is building a database worthwhile for the company?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing a Holistic Marketing Organization for the Long Run

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Exam 22: Managing Personal Communications: Direct and Database Marketing and Personal Selling

Why is direct mail popular among marketers? What are its weaknesses?

Which of the following is NOT a main part of managing the sales force?

What are the elements of a direct mail offer? How can each be tested?

Direct marketing has not been growing as fast as US retail sales.

Direct marketing produced $2.05 trillion in sales in 2012, accounting for approximately 8.7 percent of GDP.

How have sellers benefited from market demassification?

________ includes objections due to proposed contract completion time, quality of goods and services offered, purchase volume, product safety, and responsibility for financing, risk taking, promotion, and title.

________ includes resistance to interference and a neurotic attitude toward money.

Which of the following is an example of a problem question?

In outbound telemarketing, the call center employees ________.

________ questions ask about the consequences of the buyer's problems.

Part-time paid employees who work exclusively for the company are a part of the ________ sales force.

Which of the following is a positive factor when considering the development of a customer database?

Demand creators are not permitted to take an order but expected rather to build goodwill or educate the actual or potential user.

You work as a sales representative in a company that manufactures surgical equipment. Before calling on an important prospect, you decide to search the Internet and find out details about him. What step in the selling process is being carried out here? What is the importance of this step?

Most direct marketers apply the RFM formula to select customers. Explain this formula and how it is used to select customers.

In which of the following cases is building a database worthwhile for the company?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing a Holistic Marketing Organization for the Long Run

Filters