Question 1

Direct marketers seek a measurable response,typically a customer order.This is sometimes called ________.

Accepted Answer

A)  benchmarking 
B)  direct marketing 
C)  first-time ordering 
D)  direct-order marketing 
E)  direct-access marketing 
A)  benchmarking 
B)  direct marketing 
C)  first-time ordering 
D)  direct-order marketing 
E)  direct-access marketing

Question 2

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 3

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 4

One of the newest trends is "content-target advertising," which links ads to keyword searches by consumers.

Accepted Answer

A) True 
 B)False

Question 5

________,regularly updated online journals or diaries,have become an important outlet for word of mouth.

Accepted Answer

A)  Buzz 
B)  Podcasts 
C)  Stealth marketing 
D)  Blogs 
E)  E-commerce 
A)  Buzz 
B)  Podcasts 
C)  Stealth marketing 
D)  Blogs 
E)  E-commerce

Question 6

The underlying customer strategy for the sales force of a business in the maturity phase of the business life cycle is to ________.

Accepted Answer

A)  create awareness and generate quick product uptake 
B)  penetrate deeper into existing segments and develop new ones 
C)  focus on efficiently serving and retaining existing customers 
D)  emphasize efficiency 
E)  protect critical customer relationships 
A)  create awareness and generate quick product uptake 
B)  penetrate deeper into existing segments and develop new ones 
C)  focus on efficiently serving and retaining existing customers 
D)  emphasize efficiency 
E)  protect critical customer relationships

Question 7

For a Web site,physical attractiveness is determined by three factors.These are: The site makes good use of color and sound; pages are clean and not overly crammed; and ________.

Accepted Answer

A)  the site is easy to navigate 
B)  the pages load quickly 
C)  the first page is easy to understand 
D)  the site has plenty of color photos 
E)  the typefaces and fonts are very readable 
A)  the site is easy to navigate 
B)  the pages load quickly 
C)  the first page is easy to understand 
D)  the site has plenty of color photos 
E)  the typefaces and fonts are very readable

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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 10

One of the shortcomings of direct marketing is that the firm conducting the marketing cannot easily measure its response to find out which campaign was most effective.

Accepted Answer

A) True 
 B)False

Question 11

A hot growth area in interactive marketing is paid search.How does this type of ad work

Accepted Answer

The search terms serve as a proxy for th

Question 12

In which step is the salesperson "telling the story" of his product or service

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 13

Visitors to a Web site will judge a site's performance on its ease of use and on the Internet service provider.

Accepted Answer

A) True 
 B)False

Question 14

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 15

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

Accepted Answer

A) True 
 B)False

Question 16

Today many companies are not trying to seek an immediate sale,but rather to build a ________ supplier-customer relationship.

Accepted Answer

A)  potential 
B)  long-term 
C)  transactional 
D)  short-term 
E)  mutually beneficial 
A)  potential 
B)  long-term 
C)  transactional 
D)  short-term 
E)  mutually beneficial

Question 17

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

Accepted Answer

First,prospecting and qualifyi

Question 18

________ compensation receives more emphasis in jobs where sales are cyclical or depend on individual initiative.

Accepted Answer

A)  Variable 
B)  Fixed 
C)  Commission 
D)  Ratio 
E)  None of the above 
A)  Variable 
B)  Fixed 
C)  Commission 
D)  Ratio 
E)  None of the above

Question 19

How can salespeople act as missionaries for their companies

Accepted Answer

As a missionary,a salesperson

Question 20

Direct marketing allows marketers to test different elements of an offer strategy under real marketplace conditions.Elements of an offer strategy include ________.

Accepted Answer

A)  the copy platform 
B)  the test market 
C)  the list 
D)  the consumer response 
E)  the order 
A)  the copy platform 
B)  the test market 
C)  the list 
D)  the consumer response 
E)  the order

Exam 19: Managing Personal Communications:

Direct marketers seek a measurable response,typically a customer order.This is sometimes called ________.

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

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

One of the newest trends is "content-target advertising," which links ads to keyword searches by consumers.

________,regularly updated online journals or diaries,have become an important outlet for word of mouth.

The underlying customer strategy for the sales force of a business in the maturity phase of the business life cycle is to ________.

For a Web site,physical attractiveness is determined by three factors.These are: The site makes good use of color and sound; pages are clean and not overly crammed; and ________.

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

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

One of the shortcomings of direct marketing is that the firm conducting the marketing cannot easily measure its response to find out which campaign was most effective.

A hot growth area in interactive marketing is paid search.How does this type of ad work

In which step is the salesperson "telling the story" of his product or service

Visitors to a Web site will judge a site's performance on its ease of use and on the Internet service provider.

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.

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

Today many companies are not trying to seek an immediate sale,but rather to build a ________ supplier-customer relationship.

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

________ compensation receives more emphasis in jobs where sales are cyclical or depend on individual initiative.

How can salespeople act as missionaries for their companies

Direct marketing allows marketers to test different elements of an offer strategy under real marketplace conditions.Elements of an offer strategy include ________.

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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