Exam 2: Organizational Strategies and the Sales Function

Personal selling is typically the preferred marketing communications tool in consumer marketing, while advertising is normally emphasized in industrial marketing situations.

One of the keys to integrating marketing communications successfully is greater coordination between the marketing and sales functions.

One task of salespeople is to identify buying-center members and determine the specific role of each member.

Sales strategy is important because it has a major impact on a firm's sales and profit performance.

A(n) __________________ is the planned selling approach for each relationship strategy.

The product market characteristics that favor personal selling are similar to those found in most consumer marketing situations.

Distributors can be characterized as

The use of distributors adds another member to the distribution channel.

One trade show objective could be to identify new prospects.

The unique aspects of organizational buyer behavior revolve around the buying situation, buying center, buying process, and buying needs.

Trade shows should be viewed as supplemental methods for account coverage.

A company that strives for tight cost and overhead control and maintains a high market share is probably using this business unit strategy:

The recommended compensation system for the SBU objective "build market share" would be a straight salary.

Which of the following statements regarding organizational buying situations is true?

Sales management has ultimate responsibility for establishing strategic objectives for each strategic business unit.

Personal selling driven strategies are appropriate when

Advertising-driven marketing communication strategies are most appropriate when message flexibility is important.

An SBU always consists of one product serving one market.

______________ occurs when the interests of different channels are not consistent.

A product such as a private aircraft would typically be sold using personal selling.