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

The management of Raleigh Bicycles observes that the company's selling costs are affected by the increased number of visits that salespeople make to meet dealers. The company decides to reduce its personal selling costs by making sales calls to dealers via telephone. This marketing strategy used by Raleigh is an example of ________.

What situations are not conducive to database marketing?

You are appointed as the B-to-B sales representative of a manufacturing company. What are the various tasks that you will have to perform as a B-to-B salesperson?

The process of deciding how to allocate company's time among prospects and customers is called ________.

The darker side of direct marketing, from a consumer perspective, includes all of the following EXCEPT ________.

Targeting refers to the process of deciding which customers will get scarce products during product shortages.

The original and oldest form of direct marketing is ________.

The term sales representative covers a broad range of positions, tasks, and responsibilities. List and briefly describe each of the positions.

Company call center executives provide procedural information to clients who call in about the specifications and operation of the product. These call center employees can be called ________.

In 2010, three top B-to-B ________ were Thermo Scientific lab and research supplies ($10.8 billion), Henry Schien dental, medical, and vet supplies ($7.5 billion) and WESCO International electrical and industry maintenance supplies ($5 billion).

Compensation plans may need to vary depending on the type of salespersons. Which type of salesperson benefits from no ceiling or caps on commissions, overachievement commissions for exceeding quotas, and prize structures that allow multiple winners?

Sales representatives who are paid mostly in commissions require more supervision than other salespeople.

Which of the following is an example of a company that serves a niche market?

How did the Obama campaign use direct marketing during the 2012 election?

Which of the following questions is LEAST relevant during the preapproach stage of the sales process?

A medical "detailer" that represents an ethical pharmaceutical house, who builds goodwill or educates the actual or potential user but is not permitted to take an order, is an example of a ________.

Catalog marketing and telemarketing are examples of indirect marketing.

Gordron Inc. manufactures and markets medical equipment. To ensure that its salespeople are knowledgeable enough to answer all product queries, the company hires only those individuals who have a good understanding of both the medical profession and the mechanics of the equipment used. Which of the following is the most accurate classification of Gordron's salesforce?

Database marketing is ideal when a company does not have direct contact with its customers.

The catalog you receive from a large apparel store, displaying their new summer collection, is an example of ________ marketing.