Question 1

Describe the darker side of direct marketing solicitations.

Accepted Answer

Many people don't like hard-sell direct

Question 2

Key indicators of sales performance include all of the following EXCEPT ________.

Accepted Answer

A)  average number of sales calls per salesperson per day 
B)  average revenue per sales call 
C)  advanced marketing cost per sales call 
D)  average cost per sales call 
E)  entertainment cost per sales call 
A)  average number of sales calls per salesperson per day 
B)  average revenue per sales call 
C)  advanced marketing cost per sales call 
D)  average cost per sales call 
E)  entertainment cost per sales call

Question 3

The offer strategy for direct mail has five elements: the product, the offer, the medium, the distribution method, and the ________.

Accepted Answer

A)  outside envelope 
B)  creative strategy 
C)  sales letter 
D)  circular 
E)  reply form 
A)  outside envelope 
B)  creative strategy 
C)  sales letter 
D)  circular 
E)  reply form

Question 4

In which of the following stages of personal selling does a salesperson tell the product story to the buyer?

Accepted Answer

A)  preapproach 
B)  prospecting and qualifying 
C)  presentation and demonstration 
D)  closing 
E)  overcoming objections 
A)  preapproach 
B)  prospecting and qualifying 
C)  presentation and demonstration 
D)  closing 
E)  overcoming objections

Question 5

Greta is attempting to get as many orders as possible. Which direct marketing tool is generally associated with the highest order response rate?

Accepted Answer

A)  e-mail to an internal company list 
B)  direct mail to an internal company list 
C)  e-mail to a general list 
D)  direct mail to a general list 
E)  no difference between e-mail and direct mail 
A)  e-mail to an internal company list 
B)  direct mail to an internal company list 
C)  e-mail to a general list 
D)  direct mail to a general list 
E)  no difference between e-mail and direct mail

Question 6

Demand creators are not permitted to take an order but expected rather to build goodwill or educate the actual or potential user.

Accepted Answer

A) True 
 B)False

Question 7

A medical "detailer" that represents an ethical pharmaceutical house, who builds goodwill or educates the actual or potential user but is not permitted to take an order, is an example of a ________.

Accepted Answer

A)  missionary salesperson 
B)  technician 
C)  demand creator 
D)  solution vendor 
E)  deliverer 
A)  missionary salesperson 
B)  technician 
C)  demand creator 
D)  solution vendor 
E)  deliverer

Question 8

The term sales representative covers a broad range of positions, tasks, and responsibilities. List and briefly describe each of the positions.

Accepted Answer

The positions include:
∙ deliverer: the

Question 9

A sales representative whose expertise is in unraveling customers' problem is called a(n) ________.

Accepted Answer

A)  order taker 
B)  missionary 
C)  technician 
D)  solution vendor 
E)  demand creator 
A)  order taker 
B)  missionary 
C)  technician 
D)  solution vendor 
E)  demand creator

Question 10

Which of the following is a factor considered when a customer is evaluated based on the RFM formula?

Accepted Answer

A)  the amount of time passed after the customer's last visit 
B)  the product categories purchased by the customer 
C)  the mode of payment used by the customer 
D)  the location from which the customer has bought goods 
E)  the type of feedback provided by the customer 
A)  the amount of time passed after the customer's last visit 
B)  the product categories purchased by the customer 
C)  the mode of payment used by the customer 
D)  the location from which the customer has bought goods 
E)  the type of feedback provided by the customer

Question 11

What are the five elements of an offer strategy in direct marketing?

Accepted Answer

The five elements of the offer

Question 12

Which of the following is the first step in the process of personal selling?

Accepted Answer

A)  prospecting and qualifying 
B)  sales preapproach 
C)  sales presentation 
D)  unearthing objections 
E)  demonstrating advantages 
A)  prospecting and qualifying 
B)  sales preapproach 
C)  sales presentation 
D)  unearthing objections 
E)  demonstrating advantages

Question 13

Most companies set annual quotas. Quotas can be on dollar sales, unit volume, margin, selling effort, or activity and product type. Compensation is often tied to the degree of quota attainment. What problems does the setting of quotas present to both the company and to the sales representative?

Accepted Answer

If the company underestimates and the sa

Question 14

What key indicators of sales performance do sales managers extract from call reports?

Accepted Answer

These reports provide raw data from whic

Question 15

What are the six steps in personal selling?

Accepted Answer

The six steps are:
1. prospect

Question 16

Which of the following sales positions is most likely to have fixed compensation?

Accepted Answer

A)  an FMCG salesperson selling to supermarkets 
B)  a salesperson who handles the industrial customers 
C)  an insurance agent who works part time 
D)  a service representative in charge of handling incoming customer queries 
E)  a telemarketer calling up existing customers to bring in additional sales 
A)  an FMCG salesperson selling to supermarkets 
B)  a salesperson who handles the industrial customers 
C)  an insurance agent who works part time 
D)  a service representative in charge of handling incoming customer queries 
E)  a telemarketer calling up existing customers to bring in additional sales

Question 17

Why is direct mail popular among marketers?

Accepted Answer

Direct mail is a popular medium because

Question 18

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

Accepted Answer

A)  direct mail 
B)  e-mail 
C)  infomercial 
D)  inbound telemarketing 
E)  outbound telemarketing 
A)  direct mail 
B)  e-mail 
C)  infomercial 
D)  inbound telemarketing 
E)  outbound telemarketing

Question 19

Which of the following statements about technology support for salespeople is NOT True?

Accepted Answer

A)  Computer-based decision support systems have been created for sales managers and sales representatives. 
B)  Social media sites make it easier to sell with few, if any face-to-face meetings. 
C)  Going online, salespeople can prime themselves on backgrounds of clients. 
D)  Salespeople often have online access to brochures and prewritten sales letters. 
E)  All of the above are True. 
A)  Computer-based decision support systems have been created for sales managers and sales representatives. 
B)  Social media sites make it easier to sell with few, if any face-to-face meetings. 
C)  Going online, salespeople can prime themselves on backgrounds of clients. 
D)  Salespeople often have online access to brochures and prewritten sales letters. 
E)  All of the above are True.

Question 20

Which of the following is most likely to use database marketing?

Accepted Answer

A)  an airline targeting frequent fliers 
B)  a candy bar manufacturer 
C)  a seller that doesn't have direct contact with the ultimate buyer 
D)  a marketer of soap to customers who aren't brand loyal 
E)  a seller of pianos 
A)  an airline targeting frequent fliers 
B)  a candy bar manufacturer 
C)  a seller that doesn't have direct contact with the ultimate buyer 
D)  a marketer of soap to customers who aren't brand loyal 
E)  a seller of pianos

Describe the darker side of direct marketing solicitations.

Key indicators of sales performance include all of the following EXCEPT ________.

The offer strategy for direct mail has five elements: the product, the offer, the medium, the distribution method, and the ________.

In which of the following stages of personal selling does a salesperson tell the product story to the buyer?

Greta is attempting to get as many orders as possible. Which direct marketing tool is generally associated with the highest order response rate?

Demand creators are not permitted to take an order but expected rather to build goodwill or educate the actual or potential user.

A medical "detailer" that represents an ethical pharmaceutical house, who builds goodwill or educates the actual or potential user but is not permitted to take an order, is an example of a ________.

The term sales representative covers a broad range of positions, tasks, and responsibilities. List and briefly describe each of the positions.

A sales representative whose expertise is in unraveling customers' problem is called a(n) ________.

Which of the following is a factor considered when a customer is evaluated based on the RFM formula?

What are the five elements of an offer strategy in direct marketing?

Which of the following is the first step in the process of personal selling?

Most companies set annual quotas. Quotas can be on dollar sales, unit volume, margin, selling effort, or activity and product type. Compensation is often tied to the degree of quota attainment. What problems does the setting of quotas present to both the company and to the sales representative?

What key indicators of sales performance do sales managers extract from call reports?

What are the six steps in personal selling?

Which of the following sales positions is most likely to have fixed compensation?

Why is direct mail popular among marketers?

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

Which of the following statements about technology support for salespeople is NOT True?

Which of the following is most likely to use database marketing?

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

Describe the darker side of direct marketing solicitations.

Key indicators of sales performance include all of the following EXCEPT ________.

The offer strategy for direct mail has five elements: the product, the offer, the medium, the distribution method, and the ________.

In which of the following stages of personal selling does a salesperson tell the product story to the buyer?

Greta is attempting to get as many orders as possible. Which direct marketing tool is generally associated with the highest order response rate?

Demand creators are not permitted to take an order but expected rather to build goodwill or educate the actual or potential user.

A medical "detailer" that represents an ethical pharmaceutical house, who builds goodwill or educates the actual or potential user but is not permitted to take an order, is an example of a ________.

The term sales representative covers a broad range of positions, tasks, and responsibilities. List and briefly describe each of the positions.

A sales representative whose expertise is in unraveling customers' problem is called a(n) ________.

Which of the following is a factor considered when a customer is evaluated based on the RFM formula?

What are the five elements of an offer strategy in direct marketing?

Which of the following is the first step in the process of personal selling?

Most companies set annual quotas. Quotas can be on dollar sales, unit volume, margin, selling effort, or activity and product type. Compensation is often tied to the degree of quota attainment. What problems does the setting of quotas present to both the company and to the sales representative?

What key indicators of sales performance do sales managers extract from call reports?

What are the six steps in personal selling?

Which of the following sales positions is most likely to have fixed compensation?

Why is direct mail popular among marketers?

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

Which of the following statements about technology support for salespeople is NOT True?

Which of the following is most likely to use database marketing?

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