Question 1

The average sales person turnover rate for all industries is almost

Accepted Answer

A)  45 percent. 
B)  60 percent. 
C)  80 percent. 
D)  20 percent. 
E)  52 percent.

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

Other media for direct-response marketing includes television. Television is used by direct marketers in conducting or producing "infomercials," and

Accepted Answer

A)  commercials. 
B)  direct response. 
C)  ad campaigns. 
D)  kiosks. 
E)  at-home shopping channels.

Question 5

Apple created a lot of publicity before the release of its tablet computer, i-pad. The product was discussed in online communities and social networks. Many booked the product in advance, ensuring good initial revenues for Apple. The company published periodic updates of the product creating huge expectation in the minds of customers. This pre-launch publicity can be viewed as ________ marketing.

Accepted Answer

A)  stealth 
B)  ambush 
C)  buzz 
D)  undercover 
E)  direct

Question 6

At the heart of a successful sales force is the selection of effective representatives. One survey revealed that the top 25 percent of the sales force brought in ________ of all sales.

Accepted Answer

A)  45 percent 
B)  60 percent 
C)  80 percent 
D)  52 percent 
E)  20 percent

Question 7

Salespeople often spend too much time on benefits and value.

Accepted Answer

A) True 
 B)False

Question 8

Interstitials are advertisements that pop up between changes on a Web site.

Accepted Answer

A) True 
 B)False

Question 9

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 10

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 2000 orders to your offer. Based upon what the industry's historical order rate runs, has this campaign been successful?

Accepted Answer

A)  No, the 2000 orders do not cover the marginal costs of the mailing. 
B)  Yes, a 2 percent rate is considered good. 
C)  No, the 2 percent is below acceptable standards for a mailing. 
D)  No, the level is below acceptable levels. 
E)  Cannot tell without more information.

Question 11

Research has suggested that today's sales reps are spending too much time selling to smaller, less profitable accounts.

Accepted Answer

A) True 
 B)False

Question 12

Sales research is suggesting that today's sales reps are spending the right amount of time selling and servicing their "key" customers.

Accepted Answer

A) True 
 B)False

Question 13

In mobile marketing, marketers would be wise to design simple, clear, and clean sites, paying even greater attention than usual to user experience and navigation.

Accepted Answer

A) True 
 B)False

Question 14

Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen.

Accepted Answer

A) True 
 B)False

Question 15

The majority of sales representatives do not need any special encouragement and special incentives.

Accepted Answer

A) True 
 B)False

Question 16

You have identified those customers who have purchased "any" product from your firm within the last 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)  product, offer, distribution 
B)  recency, frequency, monetary amount 
C)  distribution, dollar amount, frequency 
D)  recent, often, dollar 
E)  key customer, minimum amount, frequency

Question 17

A missionary sales representative is one with a high level of technical knowledge.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)  prospects 
B)  follow-up 
C)  closing 
D)  preapproach 
E)  presentation

Question 20

Most direct marketers apply the RFM formula to select customers. Explain this formula and how it is used to select customers.

Accepted Answer

The answer of Most direct marketers apply the RFM formula...

Exam 19: Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

The average sales person turnover rate for all industries is almost

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

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

Other media for direct-response marketing includes television. Television is used by direct marketers in conducting or producing "infomercials," and

At the heart of a successful sales force is the selection of effective representatives. One survey revealed that the top 25 percent of the sales force brought in ________ of all sales.

Salespeople often spend too much time on benefits and value.

Interstitials are advertisements that pop up between changes on a Web site.

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.

Research has suggested that today's sales reps are spending too much time selling to smaller, less profitable accounts.

Sales research is suggesting that today's sales reps are spending the right amount of time selling and servicing their "key" customers.

In mobile marketing, marketers would be wise to design simple, clear, and clean sites, paying even greater attention than usual to user experience and navigation.

Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen.

The majority of sales representatives do not need any special encouragement and special incentives.

A missionary sales representative is one with a high level of technical knowledge.

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

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

Most direct marketers apply the RFM formula to select customers. Explain this formula and how it is used to select customers.