Deck 18: Integrated Marketing Communication: Selling, Direct, and Interactive Marketing

Question 1

Missionary salespeople often take orders from customers directly.

Answer 1

False

Question 2

Direct mail is much more effective in B2B than B2C markets because reaching the appropriate individual inside an organization is easier.

Answer 2

False

Question 3

Facts are important, but customers, whether they are consumers or other businesses, do not buy features.

Answer 3

True

Question 4

While it is important to be a good listener, it is more important that salespeople are skillful communicators.

Question 5

One of the most critical aspects to the selling process is not what happens before the purchase decision but what happens after, the follow-up.

Question 6

Objective measures reflect statistics the sales manager gathers from the firm's internal data.

Question 7

The primary advantage of a market organization is that individual salespeople can develop familiarity with the technical attributes, applications, and most effective selling methods associated with a single product.

Question 8

Outbound telemarketing involves calling potential customers at their home or office.

Question 9

Sales people drive interactive marketing, controlling when, where, and how they interact.

Question 10

A feature is the particular product/service characteristic that helps meet the customer's needs.

Question 11

A commission is a fixed sum of money paid at regular intervals.

Question 12

Sponsorships allow companies to purchase space on web pages.

Question 13

Bloggers are a highly reputable source of determining an unbiased value of the product.

Question 14

Viral marketing is considered a traditional advertising tool.

Question 15

Customers do not appreciate or expect customization of their Web site experience.

Question 16

Antivirus software from Norton, McAfee, as well as Windows enables users to block Interstitials.

Question 17

Banner ads are small boxes containing graphics and text and have a hyperlink embedded in them.

Question 18

Salespeople consistently report that price is the most common customer apprehension.

Question 19

Salespeople and the personal selling function are the single most effective approach for establishing and enhancing the personal relationship between company and customer.

Question 20

Most people are comfortable buying products over the phone.

Question 21

___________________ is NOT one of the four basic selling activities that define the salesperson's job.

A) communicate
B) build customer relationships
C) manage information
D) set price
E) sell

Question 22

Prospective customers call a toll-free number for more information.This is used to identify and qualify prospects and is considered ________________.

A) Outbound telemarketing
B) Database management
C) Closing the sale
D) Follow up
E) Inbound Telemarketing

Question 23

The delivery of information relevant to meet the customer's needs is a ___________.

A) Customer database
B) Value proposition
C) FAB
D) Sales presentation
E) Transaction cost analysis

Question 24

______________________ is not one of the three personal communication methods most widely adopted.

A) Interactive marketing
B) Personal selling
C) Sales promotion
D) Direct marketing
E) All of the above

Question 25

_____________ is a two-way communication process with the goal of securing, building, and maintaining long-term relationships with profitable customers.

A) sales promotion
B) direct marketing
C) personal selling
D) publicity
E) advertising

Question 26

The sales engineer from General Electric who calls on Boeing to sell the GE90 jet engine to be used in Boeing aircraft is an example of ____________.

A) Technical sellers
B) Solutions servicers
C) Missionary sales people
D) Trade servicers
E) telemarketers

Question 27

_______________ is not a critical selling skill.

A) persistence
B) Spontaneous planning
C) Listening
D) Follow up
E) Time management

Question 28

___________________ is/ are means for receiving sales inquiries.

A) Sales promotion
B) Trade shows
C) publicity
D) advertising
E) all of the above

Question 29

Being able to adjust the sales style from one sales situation to another in real time based on customer feedback, is called

A) information management
B) B2B selling
C) Adaptive selling
D) Interactive selling
E) Missionary selling

Question 30

___________ often do not take orders from customers directly but persuade customers to buy their firm's product from distributors or other suppliers.

A) Technical sellers
B) Solutions servicers
C) Missionary sales people
D) Trade servicers
E) telemarketers

Question 31

________________ is an example of a technology communication selling activity.

A) presentation skills
B) follow up
C) time management
D) listening
E) email

Question 32

___________________ is one of the three distinct advantages of personal selling.

A) Large variety of media
B) Immediate feedback
C) Short term impact
D) Consistent message
E) Elimination of noise

Question 33

____________________ is/are essential tools in an integrated marketing strategy.

A) advertising
B) sales promotion
C) public relations
D) personal selling
E) All of the above

Question 34

_______________ are the group of resellers such as retailers or distributors with whom the sales force does business.

A) Technical sellers
B) Solutions servicers
C) Missionary sales people
D) Trade servicers
E) telemarketers

Question 35

_____________ is an example of a nontechnology communication selling activity.

A) Developing effective communication skills
B) Email
C) Webpage content
D) Database management
E) Voicemail messages

Question 36

______________ is the company's local representative with each customer.

A) media
B) salesperson
C) spokesperson
D) Internet
E) intermediary

Question 37

________________ help a sales person be successful.

A) Product knowledge
B) Good media placement
C) Additional clutter
D) A and B
E) All of the above

Question 38

Understanding the value drivers helps to avoid __________________________________.

A) Noise
B) price wars with competitors
C) clutter
D) long term relationship with customers
E) All of the above

Question 39

_______________ is not a step in the personal selling process.

A) prospecting
B) handling objections
C) price fixing
D) Qualifying the prospect
E) Follow up

Question 40

______________ is/are distinct advantages of personal selling over the other marketing communication methods.

A) ability to tailor the message
B) delayed feedback
C) adds more noise to the communication process
D) a and b
E) all of the above

Question 41

A material characteristic of a product is called ______________.

A) Advantage
B) Feature
C) Brand
D) Value Proposition
E) Need

Question 42

The individual's learned proficiency at performing necessary sales tasks are called _______________

A) Sales aptitude
B) Motivation
C) Reward
D) Sales skill level
E) satisfaction

Question 43

Managing a customer's expectations is a good way to minimize ____________.

A) Value proposition
B) Objections
C) Trust
D) Price
E) Change conflict

Question 44

Not meeting _____________ expectations after the sale is one of the three primary reasons for customer complaints.

A) Delivery
B) Price
C) Sales
D) Feature
E) trust

Question 45

FAB stands for _________________________.

A) Find Attract Buy
B) Features Advantages Benefits
C) Features Awareness Benefits
D) Find Advantage Buy
E) First Awareness Buy

Question 46

A particular characteristic that helps meets the customer's needs is a ____________________.

A) Advantage
B) Awareness
C) Benefit
D) Brand
E) Value proposition

Question 47

One of the four is NOT one of the critical mistakes made in closing ________________.

A) Positive attitude
B) Lack of preparation
C) Too much talking
D) Consistent and standardized presentation
E) Not enough listening

Question 48

The most common method to determine the correct size of a sales force is __________ method.

A) geographic orientation
B) product organization
C) customer type
D) market organization
E) work load type

Question 49

___________ rewards are those controlled and given by people other than the salesperson such as managers and customers.

A) Intrinsic
B) bonus
C) contest
D) extrinsic
E) subjective

Question 50

The process of salespeople linking knowledge of the company's products to customer need solutions is often referred to as __________________________.

A) TCA
B) IMC
C) AIDA
D) FAB
E) CRM

Question 51

Prospecting for new customers is _____________________.

A) a critical function in maintaining growth
B) a replacement for lead generation
C) a replacement for branding
D) a way to build trust
E) a tool to reinforce customer awareness

Question 52

_____________ organization method takes advantage of a sales person's technical knowledge.

A) geographic orientation
B) product organization
C) customer type
D) market organization
E) work load method

Question 53

The simplest means of sales force organization is __________________.

A) geographic orientation
B) product organization
C) customer type
D) market organization
E) work load method

Question 54

A ______________________ is the advantageous outcome from the advantage found in the product feature.

A) Need
B) Brand
C) Trust
D) Benefit
E) Want

Question 55

One of five principal goals for the presentation is NOT ____________________.

A) Get the customer's attention
B) Educate the customer
C) Nurture the customer's desire and conviction to purchase.
D) Agree on a price
E) Build product interest

Question 56

______________ is NOT one of the four factors used when deciding to use independent sales people.

A) control
B) transaction cost
C) strategic flexibility
D) geographic orientation
E) economics

Question 57

______________________ is a characteristic of a great sales presentation.

A) Explains the value proposition
B) Maximize change conflict
C) Developing win lose solutions
D) Focus on technology
E) Emphasize features over benefits

Question 58

Specialists in buyers' specific needs would likely be structured using a _______________ method.

A) geographic orientation
B) product organization
C) customer type
D) market organization
E) work load type

Question 59

Feelings of accomplishment, personal growth, and self-worth are examples of _____________________.

A) Intrinsic
B) bonus
C) contest
D) extrinsic
E) subjective

Question 60

______________________ is an advantage of the workload method.

A) Data is readily available
B) The method allows for differences in sales response among customers
C) The method assumes all salespeople use their time with equal efficiency
D) The method distributes workload according to ability
E) All of the above

Question 61

The average consumer catalog purchase is ___________.

A) $75
B) $250
C) $150
D) $50
E) $100

Question 62

__________________ is a key advantage in bonus compensation systems.

A) Rewards experience and competence
B) Motivate effort on non selling activities
C) Direct effort towards strategic directive
D) Satisfy sales people security needs
E) Targets short term objectives

Question 63

______________ focus on the efforts of salespeople during the sales process.

A) subjective measures
B) output measures
C) objective measures
D) input measures
E) non financial incentives

Question 64

Statistics the sales manager gathers from the firm's internal data reflect _________.

A) subjective measures
B) output measures
C) objective measures
D) input measures
E) non financial incentives

Question 65

______________ is an interactive marketing system that uses one or more advertising media to affect a measurable response and/or transaction at any location.

A) Personal selling
B) Interactive marketing
C) Direct marketing
D) Public relations
E) Sales promotion

Question 66

A young, well-educated sales force is highly motivated by ______________________.

A) salary
B) non-financial incentives
C) intrinsic rewards
D) output measures
E) incentive pay

Question 67

____________ show the results of the efforts expended by the salesperson.

A) subjective measures
B) output measures
C) objective measures
D) input measures
E) non financial incentives

Question 68

_______________________ is NOT a step in a direct marketing campaign.

A) Identify qualified target customers
B) Test the offer of the campaign
C) Specify direct marketing channels
D) Develop compensation plan
E) Analyze results of offer

Question 69

______________ rely on personal evaluations by someone connected to the salesperson's sales process, usually the immediate sales manager or a customer.

A) subjective measures
B) output measures
C) objective measures
D) input measures
E) non financial incentives

Question 70

In a telemarketing campaign, a good ___________________ helps boost success rate by 60%.

A) Media plan
B) Market space
C) Sales collateral
D) Catalog
E) List of prospects

Question 71

40 percent of employees believe their _________________ actually help them do their jobs better.

A) salary
B) non financial incentives
C) intrinsic rewards
D) performance reviews
E) incentive pay

Question 72

______________ have been caught being paid by companies to endorse their products.

A) Bloggers
B) Consumers
C) Advertisers
D) Catalogs
E) celebrities

Question 73

Commissions tied to sales volume or profitability, or bonuses for meeting or exceeding specific performance targets are examples of ___________________________.

A) salary
B) benefits
C) intrinsic rewards
D) output measures
E) incentive pay

Question 74

The _____________ is considered the single best promotional method for driving customers to the Internet.

A) Media plan
B) Market space
C) Sales collateral
D) Catalog
E) List of prospects

Question 75

A fixed sum of money paid at regular intervals is a __________.

A) salary
B) non financial incentives
C) intrinsic rewards
D) output measures
E) incentive pay

Question 76

Working from home is an example of a _________.

A) salary
B) non financial incentives
C) intrinsic rewards
D) output measures
E) incentive pay

Question 77

_______________ has one of the highest response rates of any direct marketing channel.

A) Catalogs
B) Telemarketing
C) interactive marketing
D) personal selling
E) direct mail

Question 78

The Internet has established a powerful new communication channel known as _______________.

A) Media plan
B) Market space
C) Sales collateral
D) Catalog
E) List of prospects

Question 79

_____________________________ is NOT is a component of a direct mail piece.

A) outside envelope
B) sales collateral
C) market space
D) contact information
E) none of the above are components

Question 80

Payment based on short-term results, usually a salesperson's dollar or unit sales volume is ________________.

A) salary
B) benefits
C) intrinsic rewards
D) commission
E) incentive pay