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

A salesperson performing over-the-counter sales in a medical store can be referred to as a(n) ________.

A direct marketer must consider returned merchandise and bad debts when s/he determines the needed break-even response rate for direct mail.

A contractual sales force consists of part-time employees who work exclusively for the company.

In IBM's BANT acronym, T stands for ________.

A company uses sales representatives for selling the company's more complex and customized products to large accounts, while using inside salespeople and Web ordering for low-end selling. Which of the following describes the company's sales force best?

If Jose is describing chip processing speeds and memory capacity, he is describing the ________ of his firm's offering in the FABV approach.

What is direct marketing? What are the various channels that direct marketers use?

In 2010, the three top B-to-C ________ were Dell ($52 billion), Staples ($9.8 billion), and CDW ($8.8 billion).

Which company uses 150 different signals - including dozens of online data feeds - to rate customer leads?

Direct marketers use the RFM formula to select customers according to how much time has passed since their last purchase, how many times they have purchased, and how much they have spent since becoming a customer.

One of the shortcomings of direct marketing is that the firm cannot easily measure the response.

Although it varies with product category, price, and the nature of the offering, in general, average response rates for e-mails is higher than order-response rates for letter-sized direct mail.

Your company has customer-service representatives who provide you with leads, write up proposals, fulfill orders, and provide post-sales support. Your responsibilities are to concentrate on the larger accounts with more complex and customized needs. Your company most likely has a ________ salesforce.

The practice of using call centers, where employees receive calls from customers and provide service by taking orders and answering queries, is called ________.

In the FABV approach, if the salesperson is discussing the monetary terms associated with the offering, s/he is talking about ________.

How do successful direct marketers view customer interactions?

Variable compensation is common in jobs where the selling task is technically complex and requires teamwork.

A company that sells one product line to one end-using industry with customers in many locations would use product or market structure for its salesforce.

Fixed compensation receives more emphasis in sales rep jobs with ________.

Integron Inc., a company that manufactures office furniture, has recently observed a dip in its profitability. Salespeople visit an average prospect at least six times before closing a deal. What suggestion can you give the company to reduce this expense of direct marketing and increase its profitability?