Question 1

Many companies set annual sales quotas.Quotas can be set on dollar sales,selling effort or activity,margin,product type,and ________.

Accepted Answer

A)  attendance 
B)  close ratio 
C)  call ratio 
D)  unit volume 
E)  selling price 
A)  attendance 
B)  close ratio 
C)  call ratio 
D)  unit volume 
E)  selling price

Question 2

A(n)________ consists of manufacturers' reps,sales agents,and brokers,who earn a commission based on sales.

Accepted Answer

A)  direct sales force 
B)  company sales force 
C)  contingent sales force 
D)  contractual sales force 
E)  inside sales force 
A)  direct sales force 
B)  company sales force 
C)  contingent sales force 
D)  contractual sales force 
E)  inside sales force

Question 3

All companies need to consider and evaluate e-marketing and e-purchasing opportunities.Visitors to a Web site will judge its performance on its ease of use and its physical attractiveness.Ease of use breaks down into three attributes: The Web site downloads quickly; the first page is easy to understand; and ________.

Accepted Answer

A)  the Web site interacts with the visitor in some manner 
B)  the visitor finds it easy to order 
C)  the visitor finds it easy to navigate to other pages that open quickly 
D)  the visitor can easily see the product selected 
E)  the visitor is entertained 
A)  the Web site interacts with the visitor in some manner 
B)  the visitor finds it easy to order 
C)  the visitor finds it easy to navigate to other pages that open quickly 
D)  the visitor can easily see the product selected 
E)  the visitor is entertained

Question 4

A microsite is a limited area on the Web managed and paid for by an external advertiser/company.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

Consumers are besieged by e-mails,and many employ spam filters.List four guidelines for crafting productive e-mail campaigns.

Accepted Answer

In order to craft a productive e-mail ca

Question 7

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 8

Nearly ________ of the total workforce work full-time in sales occupations.

Accepted Answer

A)  12% 
B)  20% 
C)  30% 
D)  5% 
E)  2% 
A)  12% 
B)  20% 
C)  30% 
D)  5% 
E)  2%

Question 9

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 10

Selling today often involves working in teams whose members may include technical representatives,top management,customer-service representatives,and office staff.

Accepted Answer

A) True 
 B)False

Question 11

Direct-mail prospects can be identified on the basis of such variables as age,sex,income,education and ________.

Accepted Answer

A)  banking practices 
B)  previous mail-order purchases 
C)  previous purchases 
D)  response to mail-order catalogs 
E)  telemarketing response 
A)  banking practices 
B)  previous mail-order purchases 
C)  previous purchases 
D)  response to mail-order catalogs 
E)  telemarketing response

Question 12

In catalog marketing,companies may send full-line merchandise catalogs to consumers and business customers.

Accepted Answer

A) True 
 B)False

Question 13

One of the challenges in designing a Web site is to create one that is both attractive on first viewing and interesting enough for repeat visits.

Accepted Answer

A) True 
 B)False

Question 14

Your company's direct-mail pieces include a telephone number and a Web address.Your company directs the consumer to visit your Web site and print coupons for your products.This is an example of what type of direct marketing

Accepted Answer

A)  carpet bombing 
B)  lifetime value marketing 
C)  database marketing 
D)  real-time personalized marketing 
E)  interactive marketing 
A)  carpet bombing 
B)  lifetime value marketing 
C)  database marketing 
D)  real-time personalized marketing 
E)  interactive marketing

Question 15

Catalog shopping is big business,about ________ of Americans shop from home using catalogs.

Accepted Answer

A)  90% 
B)  60% 
C)  50% 
D)  45% 
E)  71% 
A)  90% 
B)  60% 
C)  50% 
D)  45% 
E)  71%

Question 16

Even when a specific campaign fails to break even in the short run,it can still be profitable in the long run if ________ is/are factored in.

Accepted Answer

A)  customer lifetime value 
B)  sales-force promotions 
C)  price escalation effects 
D)  indirect revenues 
E)  all of the above 
A)  customer lifetime value 
B)  sales-force promotions 
C)  price escalation effects 
D)  indirect revenues 
E)  all of the above

Question 17

List the ways television is used by direct marketers.

Accepted Answer

Marketers can use television t

Question 18

According to the Pew Internet and American Life Project,________ of U.S.adults have little or no usage of the Internet or cell phones.

Accepted Answer

A)  19% 
B)  29% 
C)  39% 
D)  49% 
E)  59% 
A)  19% 
B)  29% 
C)  39% 
D)  49% 
E)  59%

Question 19

Clearly all companies need to consider and evaluate e-marketing and e-purchasing opportunities.A key challenge is designing a site that is attractive on first viewing and interesting enough to encourage repeat visits.Rayport and Jaworski have proposed that effective Web sites feature seven design elements that they call the 7Cs.List each of these Cs.

Accepted Answer

The 7Cs are: (1)context,(2)con

Question 20

With compensation plans that combine fixed and variable pay,companies may link the variable portion of a salesperson's pay to a wide variety of goals.Identify some of these goals.

Accepted Answer

Some of these goals are: gross

Many companies set annual sales quotas.Quotas can be set on dollar sales,selling effort or activity,margin,product type,and ________.

A(n)________ consists of manufacturers' reps,sales agents,and brokers,who earn a commission based on sales.

A microsite is a limited area on the Web managed and paid for by an external advertiser/company.

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

Consumers are besieged by e-mails,and many employ spam filters.List four guidelines for crafting productive e-mail campaigns.

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

Nearly ________ of the total workforce work full-time in sales occupations.

Selling today often involves working in teams whose members may include technical representatives,top management,customer-service representatives,and office staff.

Direct-mail prospects can be identified on the basis of such variables as age,sex,income,education and ________.

In catalog marketing,companies may send full-line merchandise catalogs to consumers and business customers.

One of the challenges in designing a Web site is to create one that is both attractive on first viewing and interesting enough for repeat visits.

Your company's direct-mail pieces include a telephone number and a Web address.Your company directs the consumer to visit your Web site and print coupons for your products.This is an example of what type of direct marketing

Catalog shopping is big business,about ________ of Americans shop from home using catalogs.

Even when a specific campaign fails to break even in the short run,it can still be profitable in the long run if ________ is/are factored in.

List the ways television is used by direct marketers.

According to the Pew Internet and American Life Project,________ of U.S.adults have little or no usage of the Internet or cell phones.

With compensation plans that combine fixed and variable pay,companies may link the variable portion of a salesperson's pay to a wide variety of goals.Identify some of these goals.

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:

Many companies set annual sales quotas.Quotas can be set on dollar sales,selling effort or activity,margin,product type,and ________.

A(n)________ consists of manufacturers' reps,sales agents,and brokers,who earn a commission based on sales.

A microsite is a limited area on the Web managed and paid for by an external advertiser/company.

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

Consumers are besieged by e-mails,and many employ spam filters.List four guidelines for crafting productive e-mail campaigns.

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

Nearly ________ of the total workforce work full-time in sales occupations.

Selling today often involves working in teams whose members may include technical representatives,top management,customer-service representatives,and office staff.

Direct-mail prospects can be identified on the basis of such variables as age,sex,income,education and ________.

In catalog marketing,companies may send full-line merchandise catalogs to consumers and business customers.

One of the challenges in designing a Web site is to create one that is both attractive on first viewing and interesting enough for repeat visits.

Your company's direct-mail pieces include a telephone number and a Web address.Your company directs the consumer to visit your Web site and print coupons for your products.This is an example of what type of direct marketing

Catalog shopping is big business,about ________ of Americans shop from home using catalogs.

Even when a specific campaign fails to break even in the short run,it can still be profitable in the long run if ________ is/are factored in.

List the ways television is used by direct marketers.

According to the Pew Internet and American Life Project,________ of U.S.adults have little or no usage of the Internet or cell phones.

With compensation plans that combine fixed and variable pay,companies may link the variable portion of a salesperson's pay to a wide variety of goals.Identify some of these goals.

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