Exam 19: Managing Personal Communications:

In the world of the Internet,a hot growth area right now is search terms.Search terms serve as a proxy for the consumer's consumption interests and trigger relevant links to product or service offerings alongside the search results.These ads are called ________.

A direct-mail campaign that has an order-response rate of ________ is considered a success.

In trying to close a sale,Jim's prospect raises objections about the price and delivery schedule.Jim is dealing with ________.

List the ways television is used by direct marketers.

Some companies are dropping quotas as a means of measuring the effectiveness of its sales representatives in favor of other types of measures.Identify some of these other measures.

Inbound telemarketing centers receive calls from customers.

At the heart of a successful sales force is the selection of effective representatives.Managing the sales force consists of five steps,beginning with recruiting and selecting the sales representatives.List the other four steps in the process of managing a sales force.

A banner ad is a(n)________.

Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing intermediaries.

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

Describe what is meant by stealth marketing and why consumers find it controversial and potentially unethical.

An objective of a direct-mail campaign is to solicit an order from the prospects.Your firm's latest direct-mail offer was mailed to 100,000 targeted consumers.To date,you have received 2,000 orders for your offer.Based upon what the industry's historical order-response rate,has this campaign been successful?

The majority of sales representatives do not need any encouragement or special incentives.

Because only 2% of direct-mail prospects actually make an order,today direct marketers are measuring the impact of the direct-mail promotion on ________.

Clearly all companies need to consider and evaluate e-marketing and e-purchasing opportunities.A key challenge is designing a site that is attractive on first viewing and interesting enough to encourage repeat visits.Rayport and Jaworski have proposed that effective Web sites feature seven design elements that they call the 7Cs.List each of these Cs.

In some cases,positive word of mouth happens organically with little advertising,but in many cases it is managed and facilitated.

Consumers are besieged by e-mails,and many employ spam filters.List four guidelines for crafting productive e-mail campaigns.

The sales force performs a number of specific tasks.________ is conducting market research and doing intelligence work.

Nearly ________ of the total workforce work full-time in sales occupations.

The most important source of information about reps is sales reports.Sales reports are divided between activity plans and ________.