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

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

US firms spend more on sales forces and sales force materials than on any other promotional method.

Key indicators of sales performance include all of the following EXCEPT ________.

To manage costs, most companies are choosing a leveraged sales force that focuses reps on selling the company's more complex and customized products to large accounts and uses inside salespeople and online ordering for low-end selling.

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.

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).

Direct marketing has the ability to test different elements of an offer strategy under real marketplace conditions.

Randi is most motivated when there is no ceiling or caps on her commissions, she can earn overachievement commissions for exceeding quotas, and benefits from prize structures that allow multiple winners. She is probably a ________.

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

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

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.

Describe the darker side of direct marketing solicitations.

In which of the following stages of personal selling does a salesperson tell the product story to the buyer?

A manager is using feed-forward sales supervision when he communicates what the sales reps should be doing and motivates them to do it.

In outbound telemarketing, the call center employees ________.

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 ________.

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?

Which of the following is an element of an offer strategy?

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?

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 ________.