Question 1

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

Accepted Answer

A)  grouping customers into size classes according to annual sales volume 
B)  establishing desirable call frequencies for each customer class 
C)  determining the total workload for the country in terms of sales calls per year 
D)  determining the average number of calls a sales representative can make per year 
E)  calculating the total number of sales reps needed 
A)  grouping customers into size classes according to annual sales volume 
B)  establishing desirable call frequencies for each customer class 
C)  determining the total workload for the country in terms of sales calls per year 
D)  determining the average number of calls a sales representative can make per year 
E)  calculating the total number of sales reps needed

Question 2

A company uses sales representatives for selling the company's more complex and customized products to large accounts, while using inside salespeople and Web ordering for low-end selling. Which of the following describes the company's sales force best?

Accepted Answer

A)  demand creators 
B)  direct marketing force 
C)  missionary sellers 
D)  technical sales force 
E)  leveraged sales force 
A)  demand creators 
B)  direct marketing force 
C)  missionary sellers 
D)  technical sales force 
E)  leveraged sales force

Question 3

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

Accepted Answer

A)  Clare's creates personalized sculptures for special occasions. 
B)  Sales of Clarity soap have fallen over the past few months in all regions. 
C)  2Wheels sells its most profitable products to repeat customers. 
D)  Uncle Jim's sells its range of snacks in stores throughout the country. 
E)  Ready-to-wear clothes brand Zeep targets the teen and tween market throughout the United States. 
A)  Clare's creates personalized sculptures for special occasions. 
B)  Sales of Clarity soap have fallen over the past few months in all regions. 
C)  2Wheels sells its most profitable products to repeat customers. 
D)  Uncle Jim's sells its range of snacks in stores throughout the country. 
E)  Ready-to-wear clothes brand Zeep targets the teen and tween market throughout the United States.

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A)  the medium used for delivery 
B)  the number of customers in the locality 
C)  the vision of the company 
D)  the skills required for production 
E)  the details of customer order received 
A)  the medium used for delivery 
B)  the number of customers in the locality 
C)  the vision of the company 
D)  the skills required for production 
E)  the details of customer order received

Question 6

What is direct marketing? What are the various channels that direct marketers use?

Accepted Answer

Direct marketing is the use of consumer-

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Direct mail permits target market selectivity and allows early testing and response measurement.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)  buzz 
B)  direct 
C)  virtual 
D)  word of mouth 
E)  interactive 
A)  buzz 
B)  direct 
C)  virtual 
D)  word of mouth 
E)  interactive

Question 10

The fixed amount in a salesperson's salary is primarily designed to stimulate and reward efforts from salespeople.

Accepted Answer

A) True 
 B)False

Question 11

List the various tasks that the salespeople of an organization may perform to achieve sales force objectives.

Accepted Answer

The following are the basic tasks that s

Question 12

Part-time paid employees who work exclusively for the company are a part of the ________ sales force.

Accepted Answer

A)  direct 
B)  virtual 
C)  contractual 
D)  implicit 
E)  brokered 
A)  direct 
B)  virtual 
C)  contractual 
D)  implicit 
E)  brokered

Question 13

Which of the following is a positive factor when considering the development of a customer database?

Accepted Answer

A)  The product is a once-in-a-lifetime purchase. 
B)  There is no contact between the buyer and seller. 
C)  There is a lot of customer churn. 
D)  The unit sale is very small. 
E)  Customer lifetime value is high. 
A)  The product is a once-in-a-lifetime purchase. 
B)  There is no contact between the buyer and seller. 
C)  There is a lot of customer churn. 
D)  The unit sale is very small. 
E)  Customer lifetime value is high.

Question 14

Which of the following is an example of a situation that is NOT conducive to database marketing?

Accepted Answer

A)  Rushbury Theater relies on the generosity of donors to keep functioning. 
B)  Kenilworthy retails luxury handbags and leather accessories to a select clientele. 
C)  2Wheels sells its most profitable products to repeat customers. 
D)  Uncle Jim's sells its range of snacks in stores throughout the country. 
E)  PetZone offers obedience classes, a doggie daycare, and other services for pets in the Manhattan area. 
A)  Rushbury Theater relies on the generosity of donors to keep functioning. 
B)  Kenilworthy retails luxury handbags and leather accessories to a select clientele. 
C)  2Wheels sells its most profitable products to repeat customers. 
D)  Uncle Jim's sells its range of snacks in stores throughout the country. 
E)  PetZone offers obedience classes, a doggie daycare, and other services for pets in the Manhattan area.

Question 15

Describe the five ways companies use database marketing.

Accepted Answer

In general, companies can use their data

Question 16

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 ________.

Accepted Answer

A)  inbound telemarketing 
B)  search marketing 
C)  internal marketing 
D)  outbound telemarketing 
E)  paid-search marketing 
A)  inbound telemarketing 
B)  search marketing 
C)  internal marketing 
D)  outbound telemarketing 
E)  paid-search marketing

Question 17

Which of the following questions is LEAST relevant during the preapproach stage of the sales process?

Accepted Answer

A)  How is the buying process conducted at the company? 
B)  Who is involved in buying? 
C)  How can I handle objections? 
D)  What are buyers' personal characteristics? 
E)  What does the prospect need? 
A)  How is the buying process conducted at the company? 
B)  Who is involved in buying? 
C)  How can I handle objections? 
D)  What are buyers' personal characteristics? 
E)  What does the prospect need?

Question 18

Ways of closing a sale include asking for the order and getting the buyer to make minor choices such as color or size.

Accepted Answer

A) True 
 B)False

Question 19

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.

Accepted Answer

A) True 
 B)False

Question 20

The original and oldest form of direct marketing is ________.

Accepted Answer

A)  billboards 
B)  banner advertising 
C)  mail campaigns 
D)  outbound telemarketing calls 
E)  field sales calls 
A)  billboards 
B)  banner advertising 
C)  mail campaigns 
D)  outbound telemarketing calls 
E)  field sales calls

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

A company uses sales representatives for selling the company's more complex and customized products to large accounts, while using inside salespeople and Web ordering for low-end selling. Which of the following describes the company's sales force best?

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

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

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

What is direct marketing? What are the various channels that direct marketers use?

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

Direct mail permits target market selectivity and allows early testing and response measurement.

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

The fixed amount in a salesperson's salary is primarily designed to stimulate and reward efforts from salespeople.

List the various tasks that the salespeople of an organization may perform to achieve sales force objectives.

Part-time paid employees who work exclusively for the company are a part of the ________ sales force.

Which of the following is a positive factor when considering the development of a customer database?

Which of the following is an example of a situation that is NOT conducive to database marketing?

Describe the five ways companies use database marketing.

Which of the following questions is LEAST relevant during the preapproach stage of the sales process?

Ways of closing a sale include asking for the order and getting the buyer to make minor choices such as color or size.

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.

The original and oldest form of direct marketing is ________.

Defining Marketing for the New Realities

Developing and Implementing Marketing Strategies and Plans

Capturing Marketing Insights and Forecasting Demand

Creating Long-Term Loyalty Relationships

Analyzing Consumer and Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning and Competing Effectively

Creating Brand Equity and Driving Growth

Setting Product Strategy and Introducing New Offerings

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Tapping Into Global Markets

Filters

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

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

A company uses sales representatives for selling the company's more complex and customized products to large accounts, while using inside salespeople and Web ordering for low-end selling. Which of the following describes the company's sales force best?

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

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

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

What is direct marketing? What are the various channels that direct marketers use?

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

Direct mail permits target market selectivity and allows early testing and response measurement.

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

The fixed amount in a salesperson's salary is primarily designed to stimulate and reward efforts from salespeople.

List the various tasks that the salespeople of an organization may perform to achieve sales force objectives.

Part-time paid employees who work exclusively for the company are a part of the ________ sales force.

Which of the following is a positive factor when considering the development of a customer database?

Which of the following is an example of a situation that is NOT conducive to database marketing?

Describe the five ways companies use database marketing.

Which of the following questions is LEAST relevant during the preapproach stage of the sales process?

Ways of closing a sale include asking for the order and getting the buyer to make minor choices such as color or size.

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.

The original and oldest form of direct marketing is ________.

Defining Marketing for the New Realities

Developing and Implementing Marketing Strategies and Plans

Capturing Marketing Insights and Forecasting Demand

Creating Long-Term Loyalty Relationships

Analyzing Consumer and Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning and Competing Effectively

Creating Brand Equity and Driving Growth

Setting Product Strategy and Introducing New Offerings

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Tapping Into Global Markets

Filters