Question 1

Call centers that initiate calls to prospects and customers are called _________.

Accepted Answer

A) teleprospecting 
B) telesales 
C) telecoverage 
D) outbound telemarketing 
E) inbound telemarketing 
A) teleprospecting 
B) telesales 
C) telecoverage 
D) outbound telemarketing 
E) inbound telemarketing

Question 2

Customers typically pose objections during the presentation or when asked for the order.________resistance includes resistance to interference or a reluctance to give up something.

Accepted Answer

A) Promoting 
B) Branding 
C) Logical 
D) Psychological 
E) Normal 
A) Promoting 
B) Branding 
C) Logical 
D) Psychological 
E) Normal

Question 3

A pharmaceutical sales representative whose role is simply to keep doctors up-to-date on the latest developments of his or her drug company is playing a ________ role.

Accepted Answer

A) deliverer 
B) order taker 
C) missionary 
D) solution vendor 
E) technician 
A) deliverer 
B) order taker 
C) missionary 
D) solution vendor 
E) technician

Question 4

An effective sales presentation contains six steps.List these steps in the order that they occur.

Accepted Answer

First,prospecting and qualifyi

Question 5

Direct marketers use a number of channels to reach prospects,including ________.

Accepted Answer

A) direct mail 
B) telemarketing 
C) catalog marketing 
D) kiosk marketing 
E) all of the above 
A) direct mail 
B) telemarketing 
C) catalog marketing 
D) kiosk marketing 
E) all of the above

Question 6

One of the criticisms of direct mail is that it cannot achieve other communication objectives such as producing prospect leads.

Accepted Answer

A) True 
 B)False

Question 7

One of the benefits of ________ is that its effects can be easily traced.

Accepted Answer

A) billboard marketing 
B) cause-related marketing 
C) interactive marketing 
D) radio advertising 
E) event sponsorship 
A) billboard marketing 
B) cause-related marketing 
C) interactive marketing 
D) radio advertising 
E) event sponsorship

Question 8

Visitors will judge a Web site's performance on ease of use and physical attractiveness.Identify the three attributes that make up a Web site's ease of use.

Accepted Answer

Ease of use has three attribut

Question 9

The average click-through for paid-search ads is much higher than for comparable online ads.

Accepted Answer

A) True 
 B)False

Question 10

Customers typically pose objections to the sales presentations only during the close.

Accepted Answer

A) True 
 B)False

Question 11

A key aspect of social networks is ________,as consumers talk about dozens of brands each day.

Accepted Answer

A) mobile marketing 
B) paid-search advertising 
C) word of mouth 
D) enhancing the exit experience 
E) none of the above 
A) mobile marketing 
B) paid-search advertising 
C) word of mouth 
D) enhancing the exit experience 
E) none of the above

Question 12

Your company has customer-service representatives who provide you with leads,writes up proposals,fulfill orders,and provide postsale support.Your responsibilities are to concentrate on the larger accounts with more complex and customized needs.This is an example of a(n)________.

Accepted Answer

A) telemarketer 
B) account management sales force 
C) leveraged sales force 
D) direct sales force 
E) none of the above 
A) telemarketer 
B) account management sales force 
C) leveraged sales force 
D) direct sales force 
E) none of the above

Question 13

Call centers that receive calls from customers are called ________.

Accepted Answer

A) teleprospecting 
B) telesales 
C) telecoverage 
D) outbound telemarketing 
E) inbound telemarketing 
A) teleprospecting 
B) telesales 
C) telecoverage 
D) outbound telemarketing 
E) inbound telemarketing

Question 14

How can salespeople act as missionaries for their companies?

Accepted Answer

As a missionary,a salesperson

Question 15

Salespeople have specific tasks to perform to make a sale.List these specific tasks.

Accepted Answer

The tasks are: prospecting,tar

Question 16

To encourage repeat visits to their Web sites,companies must pay special attention to context and content factors (the 7 Cs)and embrace ________.

Accepted Answer

A) character 
B) capability 
C) constant change 
D) compatibility 
E) comparison 
A) character 
B) capability 
C) constant change 
D) compatibility 
E) comparison

Question 17

In a formal salesperson evaluation,one of the techniques available to the sales manager is the comparison of the salesperson's performance to other salespeople in the organization.

Accepted Answer

A) True 
 B)False

Question 18

Direct marketing is a growing avenue for serving customers.

Accepted Answer

A) True 
 B)False

Question 19

At the heart of a successful sales force is the selection of effective representatives.One survey revealed that the top 27% of the sales force brought in ________ of all sales.

Accepted Answer

A) 60% 
B) 20% 
C) 80% 
D) 52% 
E) 45% 
A) 60% 
B) 20% 
C) 80% 
D) 52% 
E) 45%

Question 20

Because e-mail campaigns take so long to develop,they are inappropriate for offering time-sensitive information.

Accepted Answer

A) True 
 B)False

Exam 19: Managing Personal Communications:

Call centers that initiate calls to prospects and customers are called _________.

Customers typically pose objections during the presentation or when asked for the order.________resistance includes resistance to interference or a reluctance to give up something.

A pharmaceutical sales representative whose role is simply to keep doctors up-to-date on the latest developments of his or her drug company is playing a ________ role.

An effective sales presentation contains six steps.List these steps in the order that they occur.

Direct marketers use a number of channels to reach prospects,including ________.

One of the criticisms of direct mail is that it cannot achieve other communication objectives such as producing prospect leads.

One of the benefits of ________ is that its effects can be easily traced.

Visitors will judge a Web site's performance on ease of use and physical attractiveness.Identify the three attributes that make up a Web site's ease of use.

The average click-through for paid-search ads is much higher than for comparable online ads.

Customers typically pose objections to the sales presentations only during the close.

A key aspect of social networks is ________,as consumers talk about dozens of brands each day.

Your company has customer-service representatives who provide you with leads,writes up proposals,fulfill orders,and provide postsale support.Your responsibilities are to concentrate on the larger accounts with more complex and customized needs.This is an example of a(n)________.

Call centers that receive calls from customers are called ________.

How can salespeople act as missionaries for their companies?

Salespeople have specific tasks to perform to make a sale.List these specific tasks.

To encourage repeat visits to their Web sites,companies must pay special attention to context and content factors (the 7 Cs)and embrace ________.

In a formal salesperson evaluation,one of the techniques available to the sales manager is the comparison of the salesperson's performance to other salespeople in the organization.

Direct marketing is a growing avenue for serving customers.

At the heart of a successful sales force is the selection of effective representatives.One survey revealed that the top 27% of the sales force brought in ________ of all sales.

Because e-mail campaigns take so long to develop,they are inappropriate for offering time-sensitive information.

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

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