Question 1

If the salesperson is learning about the prospect and sets call objectives to qualify the prospect,the salesperson is in which step in the selling process

Accepted Answer

A)  Preapproach 
B)  Prospects 
C)  Presentation 
D)  Closing 
E)  Follow-up 
A)  Preapproach 
B)  Prospects 
C)  Presentation 
D)  Closing 
E)  Follow-up

Question 2

The original and oldest form of direct marketing is ________.

Accepted Answer

A)  billboards 
B)  Internet commerce 
C)  direct mail 
D)  telephone sales 
E)  field sales calls 
A)  billboards 
B)  Internet commerce 
C)  direct mail 
D)  telephone sales 
E)  field sales calls

Question 3

Many companies require representatives to develop an annual territory-marketing plan in which they outline their program for developing new accounts and increasing business in the existing accounts.Sales managers use these to develop ________.

Accepted Answer

A)  performance standards 
B)  company objectives 
C)  sales quotas 
D)  sales objectives 
E)  an estimate of the number of salespeople needed 
A)  performance standards 
B)  company objectives 
C)  sales quotas 
D)  sales objectives 
E)  an estimate of the number of salespeople needed

Question 4

The original and oldest form of direct marketing is the field sales call.No one debates the importance of the sales force in its marketing program.However,the term sales representative covers a broad range of positions,tasks,and responsibilities.List and briefly describe each of the positions.

Accepted Answer

The "positions" include: (1)deliverer: t

Question 5

The Web offers the advantage of contextual placements.Marketers can buy ads from sites that are related to their offerings.An example of a contextual placement ad would be ________.

Accepted Answer

A)  Johnson and Johnson ads that appear when a consumer types in the term baby 
B)  an ad for new cars when the user logs on to a Web site 
C)  Johnson and Johnson ads that appear on a new car dealer's Web site 
D)  new car ads that appear when the user types in the term baby 
E)  ads for expensive yachts when the term bankruptcy is typed 
A)  Johnson and Johnson ads that appear when a consumer types in the term baby 
B)  an ad for new cars when the user logs on to a Web site 
C)  Johnson and Johnson ads that appear on a new car dealer's Web site 
D)  new car ads that appear when the user types in the term baby 
E)  ads for expensive yachts when the term bankruptcy is typed

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

To attract top-quality sales reps,a company must develop an attractive compensation package.What are the four components of sales-force compensation

Accepted Answer

The four components

Question 8

Direct marketing is a growing avenue for serving customers.

Accepted Answer

A) True 
 B)False

Question 9

You have identified those customers who have purchased any product from your firm within the past six months.Additionally,you have identified those customers who have spent at least $100 and those customers who purchase something from your firm three to six times a year.What formula are you using to select customers for your mailing

Accepted Answer

A)  Distribution, dollar amount, frequency 
B)  Key customer, minimum amount, frequency 
C)  Recent, often, dollar 
D)  Product, offer, distribution 
E)  Recency, frequency, monetary amount 
A)  Distribution, dollar amount, frequency 
B)  Key customer, minimum amount, frequency 
C)  Recent, often, dollar 
D)  Product, offer, distribution 
E)  Recency, frequency, monetary amount

Question 10

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 11

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 12

What are the five elements of an offer strategy

Accepted Answer

The five elements of the offer

Question 13

The sales force's reports should be used as the sole means of evaluating a salesperson's performance.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

The term sales representative covers a broad range of positions.A(n)________ is an individual whose major task is the delivery of a product.

Accepted Answer

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

Question 16

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

Accepted Answer

A)  5% 
B)  3% 
C)  2% 
D)  10% 
E)  15% 
A)  5% 
B)  3% 
C)  2% 
D)  10% 
E)  15%

Question 17

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

Accepted Answer

A)  Yes, a 2% rate is considered good. 
B)  No, the 2% rate is below acceptable standards for a mailing. 
C)  No, the 2,000 orders does not cover the marginal costs of the mailing. 
D)  No, the level is below acceptable levels. 
E)  Cannot tell without more information. 
A)  Yes, a 2% rate is considered good. 
B)  No, the 2% rate is below acceptable standards for a mailing. 
C)  No, the 2,000 orders does not cover the marginal costs of the mailing. 
D)  No, the level is below acceptable levels. 
E)  Cannot tell without more information.

Question 18

Most companies set annual quotas.Quotas can be on dollar sales,unit volume,margin,selling effort,or activity and product type.Compensation is often tied to the degree of quota attainment.What problems does the setting of quotas present to both the company and to the sales representative

Accepted Answer

If the company underestimates and the sa

Question 19

Inside salespeople are of three types.These include the technical support people,the sales assistants,and the _________ who use the phone to find new leads,qualify them,and sell to them.

Accepted Answer

A)  marketing assistants 
B)  office assistants 
C)  telemarketers 
D)  support people 
E)  sales assistants 
A)  marketing assistants 
B)  office assistants 
C)  telemarketers 
D)  support people 
E)  sales assistants

Question 20

An important guideline to be followed in conducting an e-mail campaign is to ________.

Accepted Answer

A)  personalize the e-mail with the subscriber's first and last name 
B)  make the consumer the same offering as in your direct-mail campaign 
C)  make it difficult for the consumer to "unsubscribe" from your list 
D)  update your e-mail lists once or twice a year 
E)  offer something the customer could not get via direct mail 
A)  personalize the e-mail with the subscriber's first and last name 
B)  make the consumer the same offering as in your direct-mail campaign 
C)  make it difficult for the consumer to "unsubscribe" from your list 
D)  update your e-mail lists once or twice a year 
E)  offer something the customer could not get via direct mail

If the salesperson is learning about the prospect and sets call objectives to qualify the prospect,the salesperson is in which step in the selling process

The original and oldest form of direct marketing is ________.

Many companies require representatives to develop an annual territory-marketing plan in which they outline their program for developing new accounts and increasing business in the existing accounts.Sales managers use these to develop ________.

The original and oldest form of direct marketing is the field sales call.No one debates the importance of the sales force in its marketing program.However,the term sales representative covers a broad range of positions,tasks,and responsibilities.List and briefly describe each of the positions.

The Web offers the advantage of contextual placements.Marketers can buy ads from sites that are related to their offerings.An example of a contextual placement ad would be ________.

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

To attract top-quality sales reps,a company must develop an attractive compensation package.What are the four components of sales-force compensation

Direct marketing is a growing avenue for serving customers.

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.

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)________.

What are the five elements of an offer strategy

The sales force's reports should be used as the sole means of evaluating a salesperson's performance.

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

The term sales representative covers a broad range of positions.A(n)________ is an individual whose major task is the delivery of a product.

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

Most companies set annual quotas.Quotas can be on dollar sales,unit volume,margin,selling effort,or activity and product type.Compensation is often tied to the degree of quota attainment.What problems does the setting of quotas present to both the company and to the sales representative

Inside salespeople are of three types.These include the technical support people,the sales assistants,and the _________ who use the phone to find new leads,qualify them,and sell to them.

An important guideline to be followed in conducting an e-mail campaign is to ________.

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

Exam 19: Managing Personal Communications:

If the salesperson is learning about the prospect and sets call objectives to qualify the prospect,the salesperson is in which step in the selling process

The original and oldest form of direct marketing is ________.

Many companies require representatives to develop an annual territory-marketing plan in which they outline their program for developing new accounts and increasing business in the existing accounts.Sales managers use these to develop ________.

The original and oldest form of direct marketing is the field sales call.No one debates the importance of the sales force in its marketing program.However,the term sales representative covers a broad range of positions,tasks,and responsibilities.List and briefly describe each of the positions.

The Web offers the advantage of contextual placements.Marketers can buy ads from sites that are related to their offerings.An example of a contextual placement ad would be ________.

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

To attract top-quality sales reps,a company must develop an attractive compensation package.What are the four components of sales-force compensation

Direct marketing is a growing avenue for serving customers.

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.

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)________.

What are the five elements of an offer strategy

The sales force's reports should be used as the sole means of evaluating a salesperson's performance.

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

The term sales representative covers a broad range of positions.A(n)________ is an individual whose major task is the delivery of a product.

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

Most companies set annual quotas.Quotas can be on dollar sales,unit volume,margin,selling effort,or activity and product type.Compensation is often tied to the degree of quota attainment.What problems does the setting of quotas present to both the company and to the sales representative

Inside salespeople are of three types.These include the technical support people,the sales assistants,and the _________ who use the phone to find new leads,qualify them,and sell to them.

An important guideline to be followed in conducting an e-mail campaign is to ________.

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