Exam 19: Managing Personal Communications:

The underlying customer strategy for the sales force of a business in the maturity phase of the business life cycle is to ________.

Even when a specific campaign fails to break even in the short run,it can still be profitable in the long run if ________ is/are factored in.

Your company's direct-mail pieces include a telephone number and a Web address.Your company directs the consumer to visit your Web site and print coupons for your products.This is an example of what type of direct marketing?

Direct marketing permits the ________ of alternative media and messages in search of the most cost-effective approach.

Most direct marketers apply the R-F-M formula to select customers.Explain this formula and how it is used to select customers.

A(n)________ consists of manufacturers' reps,sales agents,and brokers,who earn a commission based on sales.

A downside of sales quotas is that they can ________ as much business as possible,often at the expense of customer satisfaction.

With compensation plans that combine fixed and variable pay,companies may link the variable portion of a salesperson's pay to a wide variety of goals.Identify some of these goals.

Regarding the setting of sales quotas,one general view is that a salesperson's quota should be at least equal to last year's actual sales plus some percentage increase.

For a Web site,physical attractiveness is determined by three factors.These are: The site makes good use of color and sound;pages are clean and not overly crammed;and ________.

You receive the summer catalog in the mail in the middle of February.This is an example of ________,one of the fastest-growing segment for marketers.

Direct-mail prospects can be identified on the basis of such variables as age,sex,income,education and ________.

Many companies set annual sales quotas.Quotas can be set on dollar sales,selling effort or activity,margin,product type,and ________.

In constructing an effective direct-mail campaign,marketers must decide on their objectives,target markets,and prospects;offer elements;means of testing the campaign;and ________.

When a relationship management program is properly implemented,the organization will begin to focus as much on managing its customers as on managing its ________.

One of the specific tasks of the salesperson is "servicing" the account.The definition of "servicing" is "providing various services to the customers-consulting on problems,rendering technical assistance,arranging financing,and expediting delivery."

Selling today often involves working in teams whose members may include technical representatives,top management,customer-service representatives,and office staff.

Why does where the company's products are sold and to whom they are sold have implications for the sales-force structure?

Direct mail is a popular medium because it permits target market selectivity.

The term sales representative covers a broad range of positions.You have been hired by a firm as a sales representative.Your job description reads as follows: "The key duty of the sales representative is to solve the customer's problems using the company's products." You are a ________ sales representative.