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

The offer strategy has five elements: the product, the offer, the medium, the distribution method, and the ________.

If a company exaggerates the features of its products in its product catalogue, it can be classified as deception.

If a specific campaign does not break even in the short run, it will not be profitable in the long run if we factor in customer lifetime value by calculating the average customer longevity, average customer annual expenditure, and average gross margin, minus the average cost of customer acquisition and maintenance (discounted for the opportunity cost of money).

Most companies set annual quotas. Quotas can be on dollar sales, unit volume, margin, selling effort, or activity and product type. Compensation is often tied to the degree of quota attainment. What problems does the setting of quotas present to both the company and to the sales representative?

A company's best prospects are customers who have never bought its products.

Which of the following is NOT one of the advantages of direct mail?

A sales representative whose expertise is in unraveling customers' problem is called a(n) ________.

If a prospective client does not want to buy from you because he has a preference for an established supply source, you are facing an objection due to ________.

Which of the following is NOT one of the advantages of inside selling?

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.

Points are established for varying RFM levels; the more points, the more attractive the customer.

Consulting on problems, rendering technical assistance, arranging financing, and expediting delivery are examples of the ________ task in the selling context.

________ sales force consists of manufacturers' reps, sales agents, and brokers who earn a commission based on sales.

The first step in the workload approach for designing salesforce size is to establish desirable call frequencies for each customer class.

What are the six steps in personal selling?

Information gathering refers to the act of conducting market research and doing intelligence work.

Situation questions focus on the problems, difficulties, and dissatisfaction a buyer might be experiencing with the existing situation.

A salesperson sends e-mails to persuade prospects to buy the products of his company. This is a type of ________ marketing.

Which of the following statements about technology support for salespeople is NOT true?

Which of the following types of questions directly enquires about the value or usefulness of a proposed solution?