Question 1

Full-line selling is a sales strategy that

Accepted Answer

A)  Sells only the full line or nothing 
B)  Leverages marketing relationships to sell full line 
C)  Induces full line seller to reorder more rapidly 
D)  Defines the line over which market intermediaries must extend themselves to effectively manage CRM 
E)  Upgrades low-level relationships to full-line intermediaries 
A)  Sells only the full line or nothing 
B)  Leverages marketing relationships to sell full line 
C)  Induces full line seller to reorder more rapidly 
D)  Defines the line over which market intermediaries must extend themselves to effectively manage CRM 
E)  Upgrades low-level relationships to full-line intermediaries B

Question 2

Just-in-time delivery systems are one effort by marketers to build reseller support.

Accepted Answer

A) True 
 B)False  True

Question 3

A ___________ environment affords the opportunity to combine large amounts of information and then use __________ techniques to learn more about current and potential customers.

Accepted Answer

A)  One-to-one; strategic partnerships 
B)  Customer loyalty; delivery 
C)  Data warehouse; data mining 
D)  Just-in-time data; efficient customer response ECR) 
E)  Preferred supplier; Total quality management TQM) 
A)  One-to-one; strategic partnerships 
B)  Customer loyalty; delivery 
C)  Data warehouse; data mining 
D)  Just-in-time data; efficient customer response ECR) 
E)  Preferred supplier; Total quality management TQM) C

Question 4

Personal selling fits into the marketing mix as part of a firm's product strategy.

Accepted Answer

A) True 
 B)False

Question 5

According to Miles and Snow, a firm using a defender strategy:

Accepted Answer

A)  Strives to be a pioneer in product/market development 
B)  Emphasizes high volume sales 
C)  Sells to high-growth markets while holding onto substantial mature markets 
D)  Offers a limited stable product line to a predictable market 
E)  Aggressively constructs efficient-scale facilities 
A)  Strives to be a pioneer in product/market development 
B)  Emphasizes high volume sales 
C)  Sells to high-growth markets while holding onto substantial mature markets 
D)  Offers a limited stable product line to a predictable market 
E)  Aggressively constructs efficient-scale facilities

Question 6

What questions does an organization need to address in order to improve the effectiveness of CRM initiatives?

Accepted Answer

Who are the customer

Question 7

A Cleveland, Ohio, men's clothing manufacturer has a low industry market share, but it has a high market share with its target market, which is men shorter than 5'8"" tall. Which of Michael Porter's competitive strategies is this manufacturer using?

Accepted Answer

A)  Niche 
B)  Differentiation 
C)  Defender 
D)  Analyzer 
E)  Prospector 
A)  Niche 
B)  Differentiation 
C)  Defender 
D)  Analyzer 
E)  Prospector

Question 8

Generally, good objectives should be specific, measurable and realistically attainable.

Accepted Answer

A) True 
 B)False

Question 9

Call centers, sales reps, distributors, Web and e-mail are all examples of possible:

Accepted Answer

A)  Strategic directions 
B)  Cross-selling teaming 
C)  Supply chain alliances 
D)  Touchpoints 
E)  Goals 
A)  Strategic directions 
B)  Cross-selling teaming 
C)  Supply chain alliances 
D)  Touchpoints 
E)  Goals

Question 10

Personal selling is always a more expensive marketing communications tool than either advertising or sales promotion.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is NOT an advantage inherent in the use of personal selling as the primary marketing communications tool?

Accepted Answer

A)  The large number of customers that can be reached 
B)  The amount of information that can be conveyed 
C)  The two-way communication flow 
D)  The ability to tailor messages to the needs of interests of specific customers 
E)  The type of information that can be transmitted to a customer 
A)  The large number of customers that can be reached 
B)  The amount of information that can be conveyed 
C)  The two-way communication flow 
D)  The ability to tailor messages to the needs of interests of specific customers 
E)  The type of information that can be transmitted to a customer

Question 12

__________ is a comprehensive business model for increasing revenue and focusing on customers.

Accepted Answer

A)  Targeted marketing 
B)  Customer relationship management CRM) 
C)  Market orientation 
D)  D. Enterprise resource planning ERP) 
E)  None of the above 
A)  Targeted marketing 
B)  Customer relationship management CRM) 
C)  Market orientation 
D)  D. Enterprise resource planning ERP) 
E)  None of the above

Question 13

The advantage of personal selling as a marketing communications tool stems largely from its face-to-face communication with a potential customer.

Accepted Answer

A) True 
 B)False

Question 14

CRM is both a philosophy and a pragmatic system.

Accepted Answer

A) True 
 B)False

Question 15

What is the lifetime value of a customer concept? How does it influence sellers?

Accepted Answer

The lifetime value of a customer measure

Question 16

When a firm uses a push strategy, it:

Accepted Answer

A)  Attempts to build strong customer demand for a product which it hopes will, in turn, encourage wholesalers and retailers to carry the product 
B)  Must expect to have a larger promotional budget than if it followed a pull strategy 
C)  Understands that advertising is the key to successful market development 
D)  Offers direct inducements to potential wholesalers and retailers to encourage them to carry a product 
E)  Must immediately follow it by implementing a pull strategy 
A)  Attempts to build strong customer demand for a product which it hopes will, in turn, encourage wholesalers and retailers to carry the product 
B)  Must expect to have a larger promotional budget than if it followed a pull strategy 
C)  Understands that advertising is the key to successful market development 
D)  Offers direct inducements to potential wholesalers and retailers to encourage them to carry a product 
E)  Must immediately follow it by implementing a pull strategy

Question 17

Both market sensing and relationship building can develop without the presence of adequate spanning processes.

Accepted Answer

A) True 
 B)False

Question 18

What is Michael Porter's typology of generic business strategies?

Accepted Answer

Low-cost supplier, d

Question 19

In marketing strategy, personal selling is relatively important when there are many potential customers.

Accepted Answer

A) True 
 B)False

Question 20

The relative importance of advertising in marketing communications is higher for products that require no post-purchase service, that use a push strategy and that have a preset price.

Accepted Answer

A) True 
 B)False

Full-line selling is a sales strategy that

Just-in-time delivery systems are one effort by marketers to build reseller support.

A _ environment affords the opportunity to combine large amounts of information and then use techniques to learn more about current and potential customers.

Personal selling fits into the marketing mix as part of a firm's product strategy.

According to Miles and Snow, a firm using a defender strategy:

What questions does an organization need to address in order to improve the effectiveness of CRM initiatives?

A Cleveland, Ohio, men's clothing manufacturer has a low industry market share, but it has a high market share with its target market, which is men shorter than 5'8"" tall. Which of Michael Porter's competitive strategies is this manufacturer using?

Generally, good objectives should be specific, measurable and realistically attainable.

Call centers, sales reps, distributors, Web and e-mail are all examples of possible:

Personal selling is always a more expensive marketing communications tool than either advertising or sales promotion.

Which of the following is NOT an advantage inherent in the use of personal selling as the primary marketing communications tool?

__________ is a comprehensive business model for increasing revenue and focusing on customers.

The advantage of personal selling as a marketing communications tool stems largely from its face-to-face communication with a potential customer.

CRM is both a philosophy and a pragmatic system.

What is the lifetime value of a customer concept? How does it influence sellers?

When a firm uses a push strategy, it:

Both market sensing and relationship building can develop without the presence of adequate spanning processes.

What is Michael Porter's typology of generic business strategies?

In marketing strategy, personal selling is relatively important when there are many potential customers.

The relative importance of advertising in marketing communications is higher for products that require no post-purchase service, that use a push strategy and that have a preset price.

Introduction to Sales Management in the Twenty-First Century

The Process of Selling and Buying

Organizing the Sales Effort

The Strategic Role of Information in Sales Management Comprehensive Cases for Part One

Salesperson Performance: Behavior, Role Perceptions, and Satisfaction

Salesperson Performance: Motivating the Sales Force

Personal Characteristics and Sales Aptitude: Criteria for Selecting Salespeople

Sales Force Recruitment and Selection

Sales Training: Objectives, Techniques, and Evaluation

Salesperson Compensation and Incentives Comprehensive Cases for Part Two

Cost Analysis

Evaluating Salesperson Performance

Filters

Exam 3: Linking Strategies and the Sales Role in the Era of Customer Relationship Management

Full-line selling is a sales strategy that

Just-in-time delivery systems are one effort by marketers to build reseller support.

A ___________ environment affords the opportunity to combine large amounts of information and then use __________ techniques to learn more about current and potential customers.

Personal selling fits into the marketing mix as part of a firm's product strategy.

According to Miles and Snow, a firm using a defender strategy:

What questions does an organization need to address in order to improve the effectiveness of CRM initiatives?

A Cleveland, Ohio, men's clothing manufacturer has a low industry market share, but it has a high market share with its target market, which is men shorter than 5'8"" tall. Which of Michael Porter's competitive strategies is this manufacturer using?

Generally, good objectives should be specific, measurable and realistically attainable.

Call centers, sales reps, distributors, Web and e-mail are all examples of possible:

Personal selling is always a more expensive marketing communications tool than either advertising or sales promotion.

Which of the following is NOT an advantage inherent in the use of personal selling as the primary marketing communications tool?

__________ is a comprehensive business model for increasing revenue and focusing on customers.

The advantage of personal selling as a marketing communications tool stems largely from its face-to-face communication with a potential customer.

CRM is both a philosophy and a pragmatic system.

What is the lifetime value of a customer concept? How does it influence sellers?

When a firm uses a push strategy, it:

Both market sensing and relationship building can develop without the presence of adequate spanning processes.

What is Michael Porter's typology of generic business strategies?

In marketing strategy, personal selling is relatively important when there are many potential customers.

The relative importance of advertising in marketing communications is higher for products that require no post-purchase service, that use a push strategy and that have a preset price.

Introduction to Sales Management in the Twenty-First Century

The Process of Selling and Buying

Organizing the Sales Effort

The Strategic Role of Information in Sales Management Comprehensive Cases for Part One

Salesperson Performance: Behavior, Role Perceptions, and Satisfaction

Salesperson Performance: Motivating the Sales Force

Personal Characteristics and Sales Aptitude: Criteria for Selecting Salespeople

Sales Force Recruitment and Selection

Sales Training: Objectives, Techniques, and Evaluation

Salesperson Compensation and Incentives Comprehensive Cases for Part Two

Cost Analysis

Evaluating Salesperson Performance

Filters

A _ environment affords the opportunity to combine large amounts of information and then use techniques to learn more about current and potential customers.