Question 1

One of the important guidelines for pioneering e-mail marketing is for the provider to "give the customer a reason to respond." Explain.

Accepted Answer

Companies should offer surfers

Question 2

Time on the Web makes up roughly ________ of total U.S.consumer media time.

Accepted Answer

A)  5% 
B)  15% 
C)  25% 
D)  35% 
E)  45% 
A)  5% 
B)  15% 
C)  25% 
D)  35% 
E)  45%

Question 3

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

Accepted Answer

A)  Servicing 
B)  Communicating 
C)  Targeting 
D)  Prospecting 
E)  Information gathering 
A)  Servicing 
B)  Communicating 
C)  Targeting 
D)  Prospecting 
E)  Information gathering

Question 4

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 5

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

Accepted Answer

The R-F-M formula refers to recency,freq

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Online advertising is estimated to grow to ________ of global ad spending by 2009.

Accepted Answer

A)  5% 
B)  10% 
C)  15% 
D)  20% 
E)  25% 
A)  5% 
B)  10% 
C)  15% 
D)  20% 
E)  25%

Question 8

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.

Accepted Answer

See Figure 19.7.The other four

Question 9

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

Accepted Answer

A)  finances 
B)  products 
C)  personnel 
D)  markets 
E)  brands 
A)  finances 
B)  products 
C)  personnel 
D)  markets 
E)  brands

Question 10

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.

Accepted Answer

A) True 
 B)False

Question 11

The term sales representative covers a broad range of positions.We call a sales representative whose expertise is in the solving of a customer's problem a(n)________.

Accepted Answer

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

Question 12

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 ________.

Accepted Answer

A)  measures of campaign success 
B)  advertising campaign 
C)  sales promotions 
D)  salespeople's input 
E)  management's input 
A)  measures of campaign success 
B)  advertising campaign 
C)  sales promotions 
D)  salespeople's input 
E)  management's input

Question 13

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 14

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

Accepted Answer

A)  exposure 
B)  buzz 
C)  interest 
D)  awareness 
E)  none of the above 
A)  exposure 
B)  buzz 
C)  interest 
D)  awareness 
E)  none of the above

Question 15

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 16

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 17

If a person clicks on three Web sites related to auto insurance,then visits an unrelated site for sports or entertainment,auto insurance ads may show up on that site.This is an example of ________.

Accepted Answer

A)  interstitials 
B)  behavioral targeting 
C)  rich media 
D)  paid-search advertising 
E)  pay-per-click advertising 
A)  interstitials 
B)  behavioral targeting 
C)  rich media 
D)  paid-search advertising 
E)  pay-per-click advertising

Question 18

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 19

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

Accepted Answer

A)  call reports 
B)  written objectives 
C)  daily plans of action 
D)  activity reports 
E)  write-ups of activity results 
A)  call reports 
B)  written objectives 
C)  daily plans of action 
D)  activity reports 
E)  write-ups of activity results

Question 20

In order to maintain a market focus,companies are requiring that their salespeople be marketers as well as salespeople.Explain some of the additional skills required of salespeople in their role as marketers.

Accepted Answer

Today's salespeople should know how to a

Exam 19: Managing Personal Communications:

One of the important guidelines for pioneering e-mail marketing is for the provider to "give the customer a reason to respond." Explain.

Time on the Web makes up roughly ________ of total U.S.consumer media time.

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

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.

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

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

Online advertising is estimated to grow to ________ of global ad spending by 2009.

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.

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

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.

The term sales representative covers a broad range of positions.We call a sales representative whose expertise is in the solving of a customer's problem a(n)________.

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 ________.

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

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

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

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.

If a person clicks on three Web sites related to auto insurance,then visits an unrelated site for sports or entertainment,auto insurance ads may show up on that site.This is an example of ________.

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

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

In order to maintain a market focus,companies are requiring that their salespeople be marketers as well as salespeople.Explain some of the additional skills required of salespeople in their role as marketers.

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