Exam 17: Managing Personal Communications: Direct and Database Marketing and Personal Selling

If a specific campaign does not break even in the short run, it will not be profitable in the long run, even if we factor in customer lifetime value.

The practice of using call centers, where employees receive calls from customers and provide service by taking orders and answering queries, is called ________.

Which of the following is a criticism of direct marketing?

How well do direct mail response rates represent a campaign's long-term impact? How do marketers take this into account?

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

A contractual sales force consists of part-time employees who work exclusively for the company.

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 involved in this step?

A salesperson calling on supermarkets to take repeat orders is called an order taker.

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

One of the shortcomings of direct marketing is that the firm cannot easily measure the response.

In which of the following cases is building a database worthwhile for the company?

Why do companies use infomercials?

What are the five main challenges associated with database marketing?

What are the elements of a direct-mail offer?

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

Sales representatives who are paid mostly in commissions require more supervision than other salespeople.

OrdOnline, a pure click company offering online auctioning, decides to launch a promotional program to increase its sales. To select a target market, the company identifies customers who have made at least three purchases and spent at least $150 in the past six months. Which of the following strategies is used here for targeting customers?

Jack is the sales representative of a company that designs and installs modular kitchens. The company's sales force is trained to customize their offerings as per customer requirements. After analyzing factors such as the space available and the budget, Jack provides personalized designs to individual customers. What kind of a salesperson is Jack? Briefly explain your answer.

A salesperson performing over-the-counter sales in a medical store can be referred to as a(n) ________.

What can you learn from John Smith from the sales report reflected in the table?