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

Greta is marketing a product that is technologically advanced and requires a great deal of explanation. Which direct response tool should she use?

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

What are the six steps in personal 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.

Compensation plans may need to vary depending on the type of salespersons. Which type of salesperson benefits from multi-tier targets that serve as stepping stones for achievement and sales contests with prizes that vary in nature and value?

Closing signs from the buyer include physical actions, statements or comments, and questions.

When Shen asks his client, "How much would you save if our company could help you reduce errors by 80 percent?" he is asking a ________ question.

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

Jackson, the sales representative of a European manufacturer of commercial heavy duty washing machines, calls on the hotels in California. During a sales call, he asks the housekeeping manager of a hotel "How many bed sheets do you wash in a day, on average?" This question can be classified as a(n) ________ question.

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

The Internet and catalog retailing industry includes 20,000 companies with combined annual revenue of $350 billion.

Representatives who are taught the SPIN method to build long-term relationships may ask each of the following types of questions EXCEPT ________.

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

Which of the following tasks of the salesforce refers to conducting market research and doing intelligence work?

In the FABV approach, ________ describe the economic, technical, service, and social pluses delivered.

You work as a sales representative in a company that manufactures surgical equipment. Before calling on an important prospect, you decide to search the Internet and find out details about him. What step in the selling process is being carried out here? What is the importance of this step?

You are the sales manager of a company that manufactures and markets server computers. The company's products require high-involvement from the sellers and require salespeople to provide complex and technical information. What kind of a compensation structure do you select for your sales representatives?

Today's customers expect a salesperson to have extensive product knowledge, to be efficient and reliable, and to provide ideas to improve the customer's operations. These demands are forcing companies to make higher investments in ________.

Identify the first step in the workload approach to establish sales force size.

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