Question 1

Which of the following statements demonstrates behavioral loyalty toward a brand?

Accepted Answer

A)  2Wheels has very customer-friendly return policies for its products. 
B)  I always buy 2Wheels products when I'm looking for bike accessories. 
C)  Most of my friends agree that 2Wheels is the best place for durable biking gear. 
D)  2Wheels has the friendliest customer service people I've ever met. 
E)  I think that 2Wheels products are the highest-quality products in their price range. 
A)  2Wheels has very customer-friendly return policies for its products. 
B)  I always buy 2Wheels products when I'm looking for bike accessories. 
C)  Most of my friends agree that 2Wheels is the best place for durable biking gear. 
D)  2Wheels has the friendliest customer service people I've ever met. 
E)  I think that 2Wheels products are the highest-quality products in their price range.

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

Question 3

Which of the following sales positions is most likely to have fixed compensation?

Accepted Answer

A)  an FMCG salesperson selling to supermarkets 
B)  a salesperson who handles the industrial customers 
C)  an insurance agent who works part time 
D)  a service representative in charge of handling incoming customer queries 
E)  a telemarketer calling up existing customers to bring in additional sales 
A)  an FMCG salesperson selling to supermarkets 
B)  a salesperson who handles the industrial customers 
C)  an insurance agent who works part time 
D)  a service representative in charge of handling incoming customer queries 
E)  a telemarketer calling up existing customers to bring in additional sales

Question 4

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

Accepted Answer

A)  Computer-based decision support systems have been created for sales manager and sales representatives. 
B)  A Web site can help define a firm's relationships with individual accounts and identify those whose business warrants a personal sales call. 
C)  Social media is useful in front-end prospecting and lead qualification. 
D)  Social media is useful in back-end relationship building and management. 
E)  All of the above are true. 
A)  Computer-based decision support systems have been created for sales manager and sales representatives. 
B)  A Web site can help define a firm's relationships with individual accounts and identify those whose business warrants a personal sales call. 
C)  Social media is useful in front-end prospecting and lead qualification. 
D)  Social media is useful in back-end relationship building and management. 
E)  All of the above are true.

Question 5

Compensation plans may need to vary depending on the type of salespersons. Which type of salesperson benefits from consistent quarterly bonuses and social pressure?

Accepted Answer

A)  stars 
B)  core performers 
C)  dogs 
D)  cash cows 
E)  laggards 
A)  stars 
B)  core performers 
C)  dogs 
D)  cash cows 
E)  laggards

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

Direct marketing is the use of consumer-

Question 8

Direct mail permits target market selectivity and allows early testing and response measurement.

Accepted Answer

A) True 
 B)False

Question 9

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 10

During the 2012 election, much of the $690 million raised online by the Obama campaign resulted from carefully targeted and tested e-mails.

Accepted Answer

A) True 
 B)False

Question 11

________ 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 12

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

Accepted Answer

A)  features 
B)  advantages 
C)  benefits 
D)  value 
E)  macroenvironment 
A)  features 
B)  advantages 
C)  benefits 
D)  value 
E)  macroenvironment

Question 13

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

Accepted Answer

A)  irritation 
B)  unfairness 
C)  deception and fraud 
D)  federal regulation 
E)  invasion of privacy 
A)  irritation 
B)  unfairness 
C)  deception and fraud 
D)  federal regulation 
E)  invasion of privacy

Question 14

The fixed amount in a salesperson's salary is primarily designed to stimulate and reward efforts from salespeople.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following refers to the process of deciding which customers will get scarce products during product shortages?

Accepted Answer

A)  delegating 
B)  prospecting 
C)  allocating 
D)  dispersing 
E)  targeting 
A)  delegating 
B)  prospecting 
C)  allocating 
D)  dispersing 
E)  targeting

Question 16

Catalog marketing and telemarketing are examples of indirect marketing.

Accepted Answer

A) True 
 B)False

Question 17

Why do companies use infomercials?

Accepted Answer

Infomercials combine the selling power o

Question 18

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

Accepted Answer

A)  IBM 
B)  Avon 
C)  SAS 
D)  FABV 
E)  Infer 
A)  IBM 
B)  Avon 
C)  SAS 
D)  FABV 
E)  Infer

Question 19

Implication questions ask about the consequences of a buyer's problems, difficulties, or dissatisfactions.

Accepted Answer

A) True 
 B)False

Question 20

Briefly explain the various tasks that the salespeople of an organization perform.

Accepted Answer

The following are the basic tasks that s

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

Which of the following statements demonstrates behavioral loyalty toward a brand?

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

Which of the following sales positions is most likely to have fixed compensation?

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

Compensation plans may need to vary depending on the type of salespersons. Which type of salesperson benefits from consistent quarterly bonuses and social pressure?

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

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

Direct mail permits target market selectivity and allows early testing and response measurement.

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

During the 2012 election, much of the $690 million raised online by the Obama campaign resulted from carefully targeted and tested e-mails.

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

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

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

The fixed amount in a salesperson's salary is primarily designed to stimulate and reward efforts from salespeople.

Which of the following refers to the process of deciding which customers will get scarce products during product shortages?

Catalog marketing and telemarketing are examples of indirect marketing.

Why do companies use infomercials?

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

Implication questions ask about the consequences of a buyer's problems, difficulties, or dissatisfactions.

Briefly explain the various tasks that the salespeople of an organization perform.

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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