Question 1

At the heart of a successful sales force is the selection of effective representatives.

Accepted Answer

A) True 
 B)False

Question 2

CaféMom is an example of a(n)________ that has several thousand members who participate in dozens of different forums for moms.

Accepted Answer

A) social network 
B) mobile market 
C) interstitial 
D) buzz market 
E) viral market 
A) social network 
B) mobile market 
C) interstitial 
D) buzz market 
E) viral market

Question 3

The days when all the sales force did was "sell,sell,and sell" are long gone.Today companies need to define the specific objectives they want their sales force to achieve.The specific allocation scheme depends upon the kind of products and customers that the salesperson is selling.However,regardless of the selling context,salespeople will have one or more specific tasks to perform.List and explain these tasks.

Accepted Answer

(1)Prospecting: searching for new leads

Question 4

Direct marketers and their customers usually enjoy mutually rewarding relationships.Occasionally,however,a darker side emerges.Identify four unethical practices to be avoided in direct marketing.

Accepted Answer

Direct marketers must avoid irritating c

Question 5

Which of the following would improve the likelihood of starting positive buzz?

Accepted Answer

A) Identify influential individuals and companies and devote extra effort to them. 
B) Provide compelling information that customers want to pass along. 
C) Supply key people with product samples. 
D) Work through community influentials,such as class presidents and local disk jockeys. 
E) All of the above 
A) Identify influential individuals and companies and devote extra effort to them. 
B) Provide compelling information that customers want to pass along. 
C) Supply key people with product samples. 
D) Work through community influentials,such as class presidents and local disk jockeys. 
E) All of the above

Question 6

Direct-mail marketing involves sending an offer,announcement,reminder,or other item to a person.

Accepted Answer

A) True 
 B)False

Question 7

Sales personnel serve as the company's personal link to its customers.For that reason,the company must carefully consider sales-force design issues such as objectives,strategy,structure,size,and compensation.

Accepted Answer

A) True 
 B)False

Question 8

Salespeople need to know how to recognize closing signs from the buyer,including physical actions,statements or comments,and ________.

Accepted Answer

A) products 
B) questions 
C) concerns 
D) actions 
E) objections 
A) products 
B) questions 
C) concerns 
D) actions 
E) objections

Question 9

One of the great advantages of direct marketing is the ability to test,under real marketplace conditions,different elements of an offer strategy.The response rate is only a part of the campaign's impact.What other factors are used to measure impact?

Accepted Answer

These include awaren

Question 10

Some of the public and ethical issues in direct marketing include irritation,unfairness,deception and fraud,and ________.

Accepted Answer

A) invasion of privacy 
B) smoothness of the commercials 
C) phone calls at the dinner hour 
D) prying on the less sophisticated 
E) downright illegal activities 
A) invasion of privacy 
B) smoothness of the commercials 
C) phone calls at the dinner hour 
D) prying on the less sophisticated 
E) downright illegal activities

Question 11

The United States took the lead in mobile phone marketing in early 2004,but was quickly superceded by Japan.

Accepted Answer

A) True 
 B)False

Question 12

As an example of business-to-business ________,Raleigh Bicycles reduced its personal selling costs by making sales calls to dealers via the telephone.

Accepted Answer

A) inbound telemarketing 
B) inside marketing 
C) internal marketing 
D) outbound telemarketing 
E) paid-search marketing 
A) inbound telemarketing 
B) inside marketing 
C) internal marketing 
D) outbound telemarketing 
E) paid-search marketing

Question 13

________ is another form of word of mouth that encourages consumers to pass along company-developed products and services or audio,video,or written information to others online.

Accepted Answer

A) Buzz marketing 
B) Viral marketing 
C) Social networking 
D) Pay-per-click advertising 
E) Mobile marketing 
A) Buzz marketing 
B) Viral marketing 
C) Social networking 
D) Pay-per-click advertising 
E) Mobile marketing

Question 14

The Internet provides marketers and consumers with opportunities for much greater interaction and ________.

Accepted Answer

A) ease of use 
B) speed 
C) specificity 
D) convenience 
E) individualization 
A) ease of use 
B) speed 
C) specificity 
D) convenience 
E) individualization

Question 15

Direct marketing channels include direct mail,catalogs,Web sites,interactive TV,and ________.

Accepted Answer

A) telemarketing 
B) bounce-back coupons 
C) billboards 
D) coupons 
E) none of the above 
A) telemarketing 
B) bounce-back coupons 
C) billboards 
D) coupons 
E) none of the above

Question 16

One of the great advantages of direct marketing is the ability to test,under real marketplace conditions,different elements of an offer strategy.

Accepted Answer

A) True 
 B)False

Question 17

How does the sales-force resource allocation change over the course of the business life cycle?

Accepted Answer

Sales-force resource allocation is large

Question 18

________ compensation receives more emphasis in jobs with a high ratio of nonselling to selling duties and in jobs where the selling task is technically complex and involves teamwork.

Accepted Answer

A) Commission 
B) Estimated 
C) Combination 
D) Variable 
E) Fixed 
A) Commission 
B) Estimated 
C) Combination 
D) Variable 
E) Fixed

Question 19

Online customers are largely indifferent to the exit,or "unsubscribe," experience with an online advertising campaign.

Accepted Answer

A) True 
 B)False

Question 20

Interactive marketing offers many unique benefits to the direct marketer.Explain some of the benefits afforded to marketers using interactive marketing.

Accepted Answer

Interactive marketing is highly accounta

Exam 19: Managing Personal Communications:

At the heart of a successful sales force is the selection of effective representatives.

CaféMom is an example of a(n)________ that has several thousand members who participate in dozens of different forums for moms.

Direct marketers and their customers usually enjoy mutually rewarding relationships.Occasionally,however,a darker side emerges.Identify four unethical practices to be avoided in direct marketing.

Which of the following would improve the likelihood of starting positive buzz?

Direct-mail marketing involves sending an offer,announcement,reminder,or other item to a person.

Sales personnel serve as the company's personal link to its customers.For that reason,the company must carefully consider sales-force design issues such as objectives,strategy,structure,size,and compensation.

Salespeople need to know how to recognize closing signs from the buyer,including physical actions,statements or comments,and ________.

One of the great advantages of direct marketing is the ability to test,under real marketplace conditions,different elements of an offer strategy.The response rate is only a part of the campaign's impact.What other factors are used to measure impact?

Some of the public and ethical issues in direct marketing include irritation,unfairness,deception and fraud,and ________.

The United States took the lead in mobile phone marketing in early 2004,but was quickly superceded by Japan.

As an example of business-to-business ________,Raleigh Bicycles reduced its personal selling costs by making sales calls to dealers via the telephone.

________ is another form of word of mouth that encourages consumers to pass along company-developed products and services or audio,video,or written information to others online.

The Internet provides marketers and consumers with opportunities for much greater interaction and ________.

Direct marketing channels include direct mail,catalogs,Web sites,interactive TV,and ________.

One of the great advantages of direct marketing is the ability to test,under real marketplace conditions,different elements of an offer strategy.

How does the sales-force resource allocation change over the course of the business life cycle?

________ compensation receives more emphasis in jobs with a high ratio of nonselling to selling duties and in jobs where the selling task is technically complex and involves teamwork.

Online customers are largely indifferent to the exit,or "unsubscribe," experience with an online advertising campaign.

Interactive marketing offers many unique benefits to the direct marketer.Explain some of the benefits afforded to marketers using interactive marketing.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters