Exam 20: Managing Personal Communications: Direct and Database Marketing and Personal Selling

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A company that sells one product line to one end-using industry with customers in many locations would use product or market structure for its salesforce.

(True/False)

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Question 21

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

(True/False)

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(72)

Question 22

Situation questions focus on the problems,difficulties,and dissatisfaction a buyer might be experiencing with the existing situation.

(True/False)

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Question 23

________ questions ask about the consequences of the buyer's problems.

(Multiple Choice)

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Question 24

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

(Multiple Choice)

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Question 25

Internet is not a suitable channel for engaging in interactive marketing.

(True/False)

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(80)

Question 26

In catalog marketing,companies may send full-line merchandise catalogs,specialty consumer catalogs,and business catalogs,usually in print form.

(True/False)

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Question 27

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

(True/False)

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Question 28

Fixed compensation receives more emphasis in sales rep jobs with ________.

(Multiple Choice)

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Question 29

________ aspects also contribute to why fixed compensation is favored over variable compensation in some Asian countries.

(Multiple Choice)

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Question 30

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

(Multiple Choice)

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Question 31

When you search Google for keywords such as "insurance," you observe highlighted results in a different color and format,above the search results.What are these results? Do they bring revenue to Google?

(Essay)

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Question 32

A company's best prospects are customers who have never bought its products.

(True/False)

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Question 33

A salesperson sends e-mails to persuade prospects to buy the products of his company.This is a type of ________ marketing.

(Multiple Choice)

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Question 34

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

(True/False)

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(78)

Question 35

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

(Multiple Choice)

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Question 36

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

(Multiple Choice)

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(80)

Question 37

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

(True/False)

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Question 38

What situations are not conducive to database marketing?

(Essay)

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(75)

Question 39

Which type of questions allow salespeople to understand facts or explore the buyer's present state of affairs?

(Essay)

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Question 40

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Exam 20: Managing Personal Communications: Direct and Database Marketing and Personal Selling

A company that sells one product line to one end-using industry with customers in many locations would use product or market structure for its salesforce.

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

Situation questions focus on the problems,difficulties,and dissatisfaction a buyer might be experiencing with the existing situation.

________ questions ask about the consequences of the buyer's problems.

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

Internet is not a suitable channel for engaging in interactive marketing.

In catalog marketing,companies may send full-line merchandise catalogs,specialty consumer catalogs,and business catalogs,usually in print form.

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

Fixed compensation receives more emphasis in sales rep jobs with ________.

________ aspects also contribute to why fixed compensation is favored over variable compensation in some Asian countries.

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

When you search Google for keywords such as "insurance," you observe highlighted results in a different color and format,above the search results.What are these results? Do they bring revenue to Google?

A company's best prospects are customers who have never bought its products.

A salesperson sends e-mails to persuade prospects to buy the products of his company.This is a type of ________ marketing.

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

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

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

What situations are not conducive to database marketing?

Which type of questions allow salespeople to understand facts or explore the buyer's present state of affairs?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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