Deck 19: Managing Personal Communications:

Question 1

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

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

Answer 1

D

Question 2

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

A)character
B)capability
C)constant change
D)compatibility
E)comparison

Answer 2

C

Question 3

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

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

Answer 3

C

Question 4

Direct marketing permits the ________ of alternative media and messages in search of the most cost-effective approach.

A)accent
B)use
C)testing
D)outsourcing
E)implementation

Question 5

The Internet provides marketers and consumers with opportunities for much greater interaction and ________.

A)ease of use
B)speed
C)specificity
D)convenience
E)individualization

Question 6

In constructing an effective direct-mail campaign,marketers must decide on their objectives,target markets,and prospects;offer elements;means of testing the campaign;and ________.

A)measures of campaign success
B)advertising campaign
C)sales promotions
D)salespeople's input
E)management's input

Question 7

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 ________.

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 8

Once the target market is defined,the marketer needs to obtain specific names,which can be obtained by purchasing a list of names.The better lists include overlays of ________ and ________ information.

A)financial;buying groups
B)demographic;financial
C)opinions;interests
D)demographic;attitudes
E)demographic;psychographic

Question 9

Time on the Web makes up roughly ________ of total U.S.consumer media time.

A)5%
B)15%
C)25%
D)35%
E)45%

Question 10

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 ________.

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 11

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

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

Question 12

One of the benefits of ________ is that its effects can be easily traced.

A)billboard marketing
B)cause-related marketing
C)interactive marketing
D)radio advertising
E)event sponsorship

Question 13

Call centers that receive calls from customers are called ________.

A)teleprospecting
B)telesales
C)telecoverage
D)outbound telemarketing
E)inbound telemarketing

Question 14

Direct marketers use a number of channels to reach prospects,including ________.

A)direct mail
B)telemarketing
C)catalog marketing
D)kiosk marketing
E)all of the above

Question 15

Direct marketing channels include direct mail,catalogs,Web sites,interactive TV,and ________.

A)telemarketing
B)bounce-back coupons
C)billboards
D)coupons
E)none of the above

Question 16

Call centers that initiate calls to prospects and customers are called _________.

A)teleprospecting
B)telesales
C)telecoverage
D)outbound telemarketing
E)inbound telemarketing

Question 17

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.

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

Question 18

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

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

Question 19

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

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

Question 20

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

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

Question 21

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

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

Question 22

The sales force performs a number of specific tasks.________ is conducting market research and doing intelligence work.

A)Servicing
B)Communicating
C)Targeting
D)Prospecting
E)Information gathering

Question 23

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

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

Question 24

Of the seven Cs of effective Web design,________ refers to the degree that the site is linked to other sites.

A)community
B)context
C)content
D)commerce
E)connection

Question 25

A(n)________ is a limited area on the Web managed and paid for by an external advertisers/company.

A)related ad
B)pop-up ad
C)banner ad
D)microsite
E)interstitial

Question 26

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

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 27

A key aspect of social networks is ________,as consumers talk about dozens of brands each day.

A)mobile marketing
B)paid-search advertising
C)word of mouth
D)enhancing the exit experience
E)none of the above

Question 28

Communication researchers see society as consisting of ________,small groups whose members interact frequently and whose closeness facilitates effective communication but also insulates them from new ideas.

A)social networks
B)buzzes
C)cliques
D)viruses
E)campaigns

Question 29

The term sales representative covers a broad range of positions.We call a sales representative whose expertise is in the solving of a customer's problem a(n)________.

A)order taker
B)missionary
C)technician
D)solution vendor
E)demand creator

Question 30

In the world of the Internet,a hot growth area right now is search terms.Search terms serve as a proxy for the consumer's consumption interests and trigger relevant links to product or service offerings alongside the search results.These ads are called ________.

A)pay-per-click ads
B)pop-up ads
C)interstitials
D)content advertising
E)none of the above

Question 31

Most companies today are moving to the concept of a leveraged sales force,which is defined as ________.

A)using overseas inbound sales centers and a direct sales force
B)using a combination of telemarketers and the Web for ordering
C)using a combination of inside salespeople and telemarketers
D)using a direct sales force,a representative sales force,and inside salespeople
E)using a combination of sales force,inside salespeople,and Web ordering

Question 32

A banner ad is a(n)________.

A)large ad shown on the screen for complementary products
B)ad that appear in the user's e-mail
C)ad that the user clicks to see
D)small,rectangular box containing text and perhaps a picture
E)ad that "pops up" on the user's screen from time to time

Question 33

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

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 34

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

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

Question 35

________ is another form of word of mouth that encourages consumers to pass along company-developed products and services or audio,video,or written information to others online.

A)Buzz marketing
B)Viral marketing
C)Social networking
D)Pay-per-click advertising
E)Mobile marketing

Question 36

If a person clicks on three Web sites related to auto insurance,then visits an unrelated site for sports or entertainment,auto insurance ads may show up on that site.This is an example of ________.

A)interstitials
B)behavioral targeting
C)rich media
D)paid-search advertising
E)pay-per-click advertising

Question 37

The original and oldest form of direct marketing is ________.

A)billboards
B)Internet commerce
C)direct mail
D)telephone sales
E)field sales calls

Question 38

An important guideline to be followed in conducting an e-mail campaign is to ________.

A)personalize the e-mail with the subscriber's first and last name
B)make the consumer the same offering as in your direct-mail campaign
C)make it difficult for the consumer to "unsubscribe" from your list
D)update your e-mail lists once or twice a year
E)offer something the customer could not get via direct mail

Question 39

The term sales representative covers a broad range of positions.A(n)________ is an individual whose major task is the delivery of a product.

A)order taker
B)demand creator
C)technician
D)deliverer
E)missionary

Question 40

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

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 41

Effective salespeople have more than instinct;they are trained in methods of ________ and ________.

A)profitability;analysis
B)analysis;customer management
C)customer management;time management
D)pricing;time management
E)time;territory management

Question 42

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

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

Question 43

The most important source of information about reps is sales reports.Sales reports are divided between activity plans and ________.

A)call reports
B)written objectives
C)daily plans of action
D)activity reports
E)write-ups of activity results

Question 44

When a relationship management program is properly implemented,the organization will begin to focus as much on managing its customers as on managing its ________.

A)finances
B)products
C)personnel
D)markets
E)brands

Question 45

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

A)Preapproach
B)Prospects
C)Presentation
D)Closing
E)Follow-up

Question 46

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

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

Question 47

Salespeople need to know how to recognize closing signs from the buyer,including physical actions,statements or comments,and ________.

A)products
B)questions
C)concerns
D)actions
E)objections

Question 48

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

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

Question 49

Inside salespeople are of three types.These include the technical support people,the sales assistants,and the _________ who use the phone to find new leads,qualify them,and sell to them.

A)marketing assistants
B)office assistants
C)telemarketers
D)support people
E)sales assistants

Question 50

A downside of sales quotas is that they can ________ as much business as possible,often at the expense of customer satisfaction.

A)drive reps to get
B)allow reps to get
C)give reps a disincentive to get
D)discourage reps from getting
E)none of the above

Question 51

Studies have shown that the best salespeople are those who manage their time efficiently.Face-to-face selling time has decreased to as little as ________ of total working time.

A)29%
B)45%
C)10%
D)60%
E)none of the above

Question 52

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

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

Question 53

Customers typically pose objections during the presentation or when asked for the order.________resistance includes resistance to interference or a reluctance to give up something.

A)Promoting
B)Branding
C)Logical
D)Psychological
E)Normal

Question 54

________ compensation receives more emphasis in jobs with a high ratio of nonselling to selling duties and in jobs where the selling task is technically complex and involves teamwork.

A)Commission
B)Estimated
C)Combination
D)Variable
E)Fixed

Question 55

The first step in the process of selling is to find ________.

A)prospects
B)a preapproach
C)an approach
D)a presentation
E)a closing

Question 56

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

A)Preapproach
B)Prospects
C)Presentation
D)Closing
E)Follow-up

Question 57

The average salesperson turnover rate for all industries almost ________.

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

Question 58

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

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

Question 59

Today's customers expect a salesperson have deep product knowledge,to be efficient and reliable,and to add ideas to improve the customer's operations.These demands are forcing companies to make higher investments in ________.

A)sales training
B)internal salespeople
C)management controls
D)premium offers
E)sales-force promotions

Question 60

At the heart of a successful sales force is the selection of effective representatives.One survey revealed that the top 27% of the sales force brought in ________ of all sales.

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

Question 61

Direct-mail marketing involves sending an offer,announcement,reminder,or other item to a person.

Question 62

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

Question 63

Response rates typically overstate a direct-mail campaign's long-term impact.

Question 64

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.

Question 65

Telemarketing is the use of the telephone and call centers to attract prospects,sell to existing customers,and provide service by taking orders and answering questions.

Question 66

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

Question 67

Inbound telemarketing centers receive calls from customers.

Question 68

Of the seven Cs of effective Web design,community refers to how the site enables user-to-user communication.

Question 69

Direct marketing is a growing avenue for serving customers.

Question 70

The Internet provides marketers and consumers with opportunities for much greater interaction and control.

Question 71

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

Question 72

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

Question 73

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

Question 74

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

Question 75

Direct mail is a popular medium because it permits target market selectivity.

Question 76

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

Question 77

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.

Question 78

The company's best prospects are customers who have never bought its products.

Question 79

According to the Pew Internet and American Life Project,31% of U.S.adults make up a highly uniform group of elite technology users.

Question 80

Outbound telemarketing centers initiate calls to prospects and customers.