Question 1

A company's marketing communications strategy consists of a mixture that includes all of the following except

Accepted Answer

A)  publicity. 
B)  distribution intensity. 
C)  advertising. 
D)  personal selling. 
E)  sales promotion. 
A)  publicity. 
B)  distribution intensity. 
C)  advertising. 
D)  personal selling. 
E)  sales promotion. B

Question 2

Each of the generic business strategies emphasizes a different type of competitive advantage that can be achieved using one certain form of personal selling.

Accepted Answer

A) True 
 B)False  False

Question 3

A selling strategy is the planned selling approach for each relationship strategy.

Accepted Answer

A) True 
 B)False  True

Question 4

Which of the following is not an advantage of using independent sales representatives over company salesforces?

Accepted Answer

A)  The use of independent reps provides improved cash flow since payments to reps are typically not made until customers have paid for their purchases. 
B)  The use of independent reps can provide greater territory coverage since companies can employ more reps than company salespeople for the same cost. 
C)  Companies can usually penetrate new markets faster using reps because of their established customer relationships. 
D)  Companies can maintain better control over the rep's selling activities than they can over a company salesforce. 
E)  Independent reps provide a professional selling capability that is difficult to match with company salespeople. 
A)  The use of independent reps provides improved cash flow since payments to reps are typically not made until customers have paid for their purchases. 
B)  The use of independent reps can provide greater territory coverage since companies can employ more reps than company salespeople for the same cost. 
C)  Companies can usually penetrate new markets faster using reps because of their established customer relationships. 
D)  Companies can maintain better control over the rep's selling activities than they can over a company salesforce. 
E)  Independent reps provide a professional selling capability that is difficult to match with company salespeople.

Question 5

Which of the following is false with regards to customer relationship management (CRM)?

Accepted Answer

A)  Effective implementation of a CRM strategy requires an appropriate business philosophy. 
B)  CRM requires a customer-centric business philosophy. 
C)  CRM applications can enable effective customer relationship management. 
D)  Effective implementation of a CRM strategy requires integrated cross-functional business processes. 
E)  Successful firms tend to focus on the CRM technology first and then try to adapt their strategy, philosophy, process and capability to fit the technology. 
A)  Effective implementation of a CRM strategy requires an appropriate business philosophy. 
B)  CRM requires a customer-centric business philosophy. 
C)  CRM applications can enable effective customer relationship management. 
D)  Effective implementation of a CRM strategy requires integrated cross-functional business processes. 
E)  Successful firms tend to focus on the CRM technology first and then try to adapt their strategy, philosophy, process and capability to fit the technology.

Question 6

_______________ is typically the preferred marketing communications tool for business marketing, whereas ______________ is normally emphasized in consumer marketing situations.

Accepted Answer

A)  Personal selling, advertising 
B)  Advertising, personal selling 
C)  Personal selling, publicity 
D)  Sales promotion, advertising 
E)  Personal selling, sales promotion 
A)  Personal selling, advertising 
B)  Advertising, personal selling 
C)  Personal selling, publicity 
D)  Sales promotion, advertising 
E)  Personal selling, sales promotion

Question 7

Each buying role may be performed by more than one individual, and each individual may perform more than one buying-center role.

Accepted Answer

A) True 
 B)False

Question 8

What is the major disadvantage of personal selling?

Accepted Answer

A)  It costs a lot to reach each member of the audience. 
B)  It lacks flexibility. 
C)  It is low in impact. 
D)  It is difficult to reach large audiences. 
E)  It is hard to achieve message repetition. 
A)  It costs a lot to reach each member of the audience. 
B)  It lacks flexibility. 
C)  It is low in impact. 
D)  It is difficult to reach large audiences. 
E)  It is hard to achieve message repetition.

Question 9

Personal selling has the advantage of allowing a sale to be closed.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following statements regarding the marketing communications mix is false?

Accepted Answer

A)  The marketing communications mix should be consistent with the other elements of the marketing mix. 
B)  An effective marketing communications mix must capitalize on the advantages of each marketing communications tool. 
C)  In consumer marketing situations, the preferred marketing communications tool is personal selling. 
D)  The benefits of personal selling may outweigh the costs in certain types of product/market situations. 
E)  Firms in the direct selling industry, such as Avon and Mary Kay, use an atypical marketing communications strategy. 
A)  The marketing communications mix should be consistent with the other elements of the marketing mix. 
B)  An effective marketing communications mix must capitalize on the advantages of each marketing communications tool. 
C)  In consumer marketing situations, the preferred marketing communications tool is personal selling. 
D)  The benefits of personal selling may outweigh the costs in certain types of product/market situations. 
E)  Firms in the direct selling industry, such as Avon and Mary Kay, use an atypical marketing communications strategy.

Question 11

Most companies are replacing their field salesforce with the Internet.

Accepted Answer

A) True 
 B)False

Question 12

A sales strategy is designed to execute an organization's marketing strategy for various market segments.

Accepted Answer

A) True 
 B)False

Question 13

Independent representatives are channel middlemen that take title to the goods that they market to end users.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is a key decision area for marketing strategy?

Accepted Answer

A)  account targeting strategy. 
B)  relationship strategy. 
C)  selling strategy. 
D)  marketing mix development. 
E)  sales channel strategy. 
A)  account targeting strategy. 
B)  relationship strategy. 
C)  selling strategy. 
D)  marketing mix development. 
E)  sales channel strategy.

Question 15

Customer relationship management (CRM) is a strategy resulting in developing the most appropriate relationship with the customer.

Accepted Answer

A) True 
 B)False

Question 16

A __________ selling strategy is the most appropriate strategy to use with a partnership relationship strategy.

Accepted Answer

A)  problem solving 
B)  consultative 
C)  need satisfaction 
D)  mental states 
E)  stimulus response 
A)  problem solving 
B)  consultative 
C)  need satisfaction 
D)  mental states 
E)  stimulus response

Question 17

Which of the following is not a type of sales channel strategy outlined in the text?

Accepted Answer

A)  Internet 
B)  Distributors 
C)  Independent representatives 
D)  Team selling 
E)  Door-to-door selling 
A)  Internet 
B)  Distributors 
C)  Independent representatives 
D)  Team selling 
E)  Door-to-door selling

Question 18

If the SBU's objective is to "divest/liquidate market share," then its primary sales tasks would be to dump inventory and eliminate service.

Accepted Answer

A) True 
 B)False

Question 19

Personal selling, advertising, sales promotion and publicity comprise what is referred to as

Accepted Answer

A)  marketing strategy. 
B)  selling strategy. 
C)  marketing mix strategy. 
D)  marketing communications strategy. 
E)  sales promotion strategy. 
A)  marketing strategy. 
B)  selling strategy. 
C)  marketing mix strategy. 
D)  marketing communications strategy. 
E)  sales promotion strategy.

Question 20

Personal selling-driven marketing communication strategies are appropriate when complex products are being purchased.

Accepted Answer

A) True 
 B)False

A company's marketing communications strategy consists of a mixture that includes all of the following except

Each of the generic business strategies emphasizes a different type of competitive advantage that can be achieved using one certain form of personal selling.

A selling strategy is the planned selling approach for each relationship strategy.

Which of the following is not an advantage of using independent sales representatives over company salesforces?

Which of the following is false with regards to customer relationship management (CRM)?

_ is typically the preferred marketing communications tool for business marketing, whereas is normally emphasized in consumer marketing situations.

Each buying role may be performed by more than one individual, and each individual may perform more than one buying-center role.

What is the major disadvantage of personal selling?

Personal selling has the advantage of allowing a sale to be closed.

Which of the following statements regarding the marketing communications mix is false?

Most companies are replacing their field salesforce with the Internet.

A sales strategy is designed to execute an organization's marketing strategy for various market segments.

Independent representatives are channel middlemen that take title to the goods that they market to end users.

Which of the following is a key decision area for marketing strategy?

Customer relationship management (CRM) is a strategy resulting in developing the most appropriate relationship with the customer.

A __________ selling strategy is the most appropriate strategy to use with a partnership relationship strategy.

Which of the following is not a type of sales channel strategy outlined in the text?

If the SBU's objective is to "divest/liquidate market share," then its primary sales tasks would be to dump inventory and eliminate service.

Personal selling, advertising, sales promotion and publicity comprise what is referred to as

Personal selling-driven marketing communication strategies are appropriate when complex products are being purchased.

Overview of Personal Selling

Sales Organization Structure and Salesforce Deployment

Acquiring Sales Talent: Recruitment and Selection

Continual Development of the Salesforce:

Sales Leadership, Management, and Supervision

Motivation and Reward System Management

Evaluating the Effectiveness of the Organization

Evaluating the Performance of Salespeople

Developing Forecasts

Filters

Exam 2: Organizational Strategies and the Sales Function

A company's marketing communications strategy consists of a mixture that includes all of the following except

Each of the generic business strategies emphasizes a different type of competitive advantage that can be achieved using one certain form of personal selling.

A selling strategy is the planned selling approach for each relationship strategy.

Which of the following is not an advantage of using independent sales representatives over company salesforces?

Which of the following is false with regards to customer relationship management (CRM)?

_______________ is typically the preferred marketing communications tool for business marketing, whereas ______________ is normally emphasized in consumer marketing situations.

Each buying role may be performed by more than one individual, and each individual may perform more than one buying-center role.

What is the major disadvantage of personal selling?

Personal selling has the advantage of allowing a sale to be closed.

Which of the following statements regarding the marketing communications mix is false?

Most companies are replacing their field salesforce with the Internet.

A sales strategy is designed to execute an organization's marketing strategy for various market segments.

Independent representatives are channel middlemen that take title to the goods that they market to end users.

Which of the following is a key decision area for marketing strategy?

Customer relationship management (CRM) is a strategy resulting in developing the most appropriate relationship with the customer.

A __________ selling strategy is the most appropriate strategy to use with a partnership relationship strategy.

Which of the following is not a type of sales channel strategy outlined in the text?

If the SBU's objective is to "divest/liquidate market share," then its primary sales tasks would be to dump inventory and eliminate service.

Personal selling, advertising, sales promotion and publicity comprise what is referred to as

Personal selling-driven marketing communication strategies are appropriate when complex products are being purchased.

Overview of Personal Selling

Sales Organization Structure and Salesforce Deployment

Acquiring Sales Talent: Recruitment and Selection

Continual Development of the Salesforce:

Sales Leadership, Management, and Supervision

Motivation and Reward System Management

Evaluating the Effectiveness of the Organization

Evaluating the Performance of Salespeople

Developing Forecasts

Filters

_ is typically the preferred marketing communications tool for business marketing, whereas is normally emphasized in consumer marketing situations.