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

Most direct marketers apply the RFM formula to select customers.Explain this formula and how it is used to select customers.

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

Jackson,the sales representative of a Korean manufacturer of commercial heavy duty washing machines,calls on the hotels in Asia.During a sales call,he asks the housekeeping manager of a hotel "How many bed sheets do you wash in a day,on an average?" This question can be classified as a(n)________ question.

Gordron Inc.manufactures and markets medical equipment.To ensure that its salespeople are knowledgeable enough to answer all product queries,the company hires only those individuals who have a good understanding of both the medicine profession and the mechanics of the equipment used.Which of the following is the most accurate classification of Gordron's salesforce?

If a company exaggerates the features of its products in its product catalogue,it can be classified as deception.

Ardrino Inc. ,which produces computer gadgets such as Webcams,earphones,and mouse devices,makes effective use of the Web to sell its products.The company uses email as the major medium for prospecting because it is cost effective.What are the possible challenges that the company can face due to its heavy dependence on the Internet? Would you suggest any changes in their strategy?

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

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

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 the importance of this step?

Your company has customer-service representatives who provide you with leads,write up proposals,fulfill orders,and provide post-sales support.Your responsibilities are to concentrate on the larger accounts with more complex and customized needs.Your company most likely has a ________ salesforce.

Closing signs from the buyer include physical actions,statements or comments,and questions.

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

Which of the following is a disadvantage of direct marketing?

Which of the following tasks of the salesforce refers to conducting market research and doing intelligence work?

You are the sales manager of a company that manufactures and markets server computers.The company's products require high-involvement from the sellers and require salespeople to provide complex and technical information.What kind of a compensation structure do you select for your sales representatives?

What are the advantages and disadvantages of engaging in interactive marketing using the Web?

Integron Asia,a company that manufactures office furniture,has recently observed a dip in its profitability.Salespeople visit an average prospect at least six times before closing a deal.What suggestion can you give the company to reduce this expense of direct marketing and increase its profitability?

The Internet provides marketers and consumers with opportunities for much greater interaction and ________ than other marketing channels.

The management of Raleigh Bicycles observes that the company's selling costs are affected by the increased number of visits that the salespeople make to meet dealers.The company decides to reduce its personal selling costs by making sales calls to dealers via the telephone.This marketing strategy used by Raleigh is an example of ________.

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