Question 1

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

Accepted Answer

A)  where the product is a once-in-a-lifetime purchase 
B)  where customers show little loyalty to a brand 
C)  where the company has a long relationship with its customers 
D)  where the unit sale is very small 
E)  where the cost of gathering the information is high 
A)  where the product is a once-in-a-lifetime purchase 
B)  where customers show little loyalty to a brand 
C)  where the company has a long relationship with its customers 
D)  where the unit sale is very small 
E)  where the cost of gathering the information is high

Question 2

Direct mail can produce prospect leads, strengthen customer relationships, inform and educate customers, remind customers of offers, and reinforce recent customer purchase decisions.

Accepted Answer

A) True 
 B)False

Question 3

During the 2012 election, much of the $690 million raised online by the Obama campaign resulted from carefully targeted and tested e-mails.

Accepted Answer

A) True 
 B)False

Question 4

Representatives who are taught the SPIN method to build long-term relationships may ask each of the following types of questions EXCEPT ________.

Accepted Answer

A)  situation 
B)  speculation 
C)  problem 
D)  need-payoff 
E)  implication 
A)  situation 
B)  speculation 
C)  problem 
D)  need-payoff 
E)  implication

Question 5

IBM uses the BANT acronym during which stage of the sales process?

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 6

A manager is using feed-forward sales supervision when he communicates what the sales reps should be doing and motivates them to do it.

Accepted Answer

A) True 
 B)False

Question 7

What are the five main challenges associated with database marketing?

Accepted Answer

The five main challenges associated with

Question 8

"How does this problem affect your people's productivity?" is an example of a(n) ________ question.

Accepted Answer

A)  situation 
B)  implication 
C)  problem 
D)  need-payoff 
E)  challenge 
A)  situation 
B)  implication 
C)  problem 
D)  need-payoff 
E)  challenge

Question 9

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 10

How have consumers benefited from market demassification?

Accepted Answer

Consumers short of time and tired of tra

Question 11

If a prospective client does not want to buy from you because she feels the price is too high, you are facing an objection due to ________.

Accepted Answer

A)  psychological resistance 
B)  logical resistance 
C)  apathy 
D)  relationship inertia 
E)  reactance 
A)  psychological resistance 
B)  logical resistance 
C)  apathy 
D)  relationship inertia 
E)  reactance

Question 12

In IBM's BANT acronym, N stands for ________.

Accepted Answer

A)  noticeable 
B)  necessary 
C)  need 
D)  necessity 
E)  notify 
A)  noticeable 
B)  necessary 
C)  need 
D)  necessity 
E)  notify

Question 13

Alduro Chemicals, a manufacturer of detergents, delivers chemicals used for commercial washing to various hoteliers in the United States. Most of the company's revenue comes from routine orders from its existing customers. The company uses unskilled salespeople to collect requirements from its customers. These unskilled customers are known as ________.

Accepted Answer

A)  demand creators 
B)  deliverers 
C)  missionaries 
D)  order takers 
E)  solution vendors 
A)  demand creators 
B)  deliverers 
C)  missionaries 
D)  order takers 
E)  solution vendors

Question 14

Compensation plans may need to vary depending on the type of salespersons. Which type of salesperson benefits from multi-tier targets that serve as stepping stones for achievement and sales contests with prizes that vary in nature and value?

Accepted Answer

A)  stars 
B)  core performers 
C)  dogs 
D)  cash cows 
E)  laggards 
A)  stars 
B)  core performers 
C)  dogs 
D)  cash cows 
E)  laggards

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

Jack is the sales representative of a company that designs and installs modular kitchens. The company's salesforce 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.

Accepted Answer

A salesperson whose expertise is solving

Question 17

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 18

In IBM's BANT acronym, B stands for ________.

Accepted Answer

A)  budget 
B)  background 
C)  baseline 
D)  benchmark 
E)  basic 
A)  budget 
B)  background 
C)  baseline 
D)  benchmark 
E)  basic

Question 19

A salesperson who relies on creative methods for selling a company's tangible or intangible offerings is called a(n) ________.

Accepted Answer

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

Question 20

Which of the following is a major advantage of using direct mail?

Accepted Answer

A)  Direct mail permits target market selectivity. 
B)  It is the best suited tool for selling complex products. 
C)  Campaign testing is not needed for direct mail. 
D)  Direct mail has very high conversion rates. 
E)  It is the best method to sell industrial products. 
A)  Direct mail permits target market selectivity. 
B)  It is the best suited tool for selling complex products. 
C)  Campaign testing is not needed for direct mail. 
D)  Direct mail has very high conversion rates. 
E)  It is the best method to sell industrial products.

Exam 22: Managing Personal Communications: Direct and Database Marketing and Personal Selling

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

Direct mail can produce prospect leads, strengthen customer relationships, inform and educate customers, remind customers of offers, and reinforce recent customer purchase decisions.

During the 2012 election, much of the $690 million raised online by the Obama campaign resulted from carefully targeted and tested e-mails.

Representatives who are taught the SPIN method to build long-term relationships may ask each of the following types of questions EXCEPT ________.

IBM uses the BANT acronym during which stage of the sales process?

A manager is using feed-forward sales supervision when he communicates what the sales reps should be doing and motivates them to do it.

What are the five main challenges associated with database marketing?

"How does this problem affect your people's productivity?" is an example of a(n) ________ question.

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

How have consumers benefited from market demassification?

If a prospective client does not want to buy from you because she feels the price is too high, you are facing an objection due to ________.

In IBM's BANT acronym, N stands for ________.

Compensation plans may need to vary depending on the type of salespersons. Which type of salesperson benefits from multi-tier targets that serve as stepping stones for achievement and sales contests with prizes that vary in nature and value?

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

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

In IBM's BANT acronym, B stands for ________.

A salesperson who relies on creative methods for selling a company's tangible or intangible offerings is called a(n) ________.

Which of the following is a major advantage of using direct mail?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

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

Managing a Holistic Marketing Organization for the Long Run

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