Deck 13: Sales, digital, and Direct Marketing Strategies

Question 1

Single-factor models analyze the profit performance of accounts or trading areas as the basis to estimate the profit impact of adding more salespeople.

Answer 1

False

Question 2

In direct marketing,accuracy of targeting is only as good as the lists used to access potential buyers.

Answer 2

True

Question 3

 Which of the following initiatives of forming a salesforce strategy requires deciding how personal selling is expected to contribute to the marketing program?

A) Determining the role of the sales force in the promotion strategy
B) Selecting the selling process
C) Deciding if and how alternative sales channels will be utilized
D) Designing the sales

Answer 3

Determining the role of the sales force in the promotion strategy

Question 4

_____ selling involves obtaining sales from first-time buyers,who may be one-time purchasers or repeat buyers.

A) Missionary
B) Trade selling
C) New business
D) Consultative

Question 5

Which of the following sales organization designs is most appropriate when customer needs are different and the product offering is simple?

A) Product-driven
B) Market-driven
C) Geography-driven
D) Product/market-driven

Question 6

 _____selling is a form of selling in which the salespeople work with the customers of a channel member to encourage them to purchase the producer's product from the channel member. 

A) Missionary
B) Trade
C) New business
D) Consultative/technical

Question 7

If the product or the customer base does not dominate design considerations,a geographical sales organization is used.

Question 8

 _____ is targeted at an existing customer base and provides technical and application assistance.These positions may involve the sales of complex equipment or services.

A) New business selling
B) Consultative selling
C) Missionary selling
D) Trade selling

Question 9

Which of the following initiatives is the second step in building a salesforce strategy?

A) Determining the role of the sales force in the promotion strategy
B) Select the selling process
C) Deciding if and how alternative sales channels will be utilized
D) Designing the sales organization

Question 10

In social media-based positioning attempts,the goal is to create a community providing only functional benefits.

Question 11

The new business selling strategy is based on firms selling to an existing customer base and providing technical and application assistance.

Question 12

 _____ selling provides assistance and support to value chain members rather than obtaining sales.

A) New business
B) Consultative/technical
C) Missionary
D) Trade

Question 13

Transactional selling is not restricted to small,low-volume buyers.

Question 14

Sales quotas are used to state the management's expected sales results.

Question 15

If a customer base displays substantial differences in purchasing power and servicing requirements,then the use of a single salesforce channel is appropriate.

Question 16

Which of the following activities would most likely be the first in the selling process?

A) Prospecting for customers
B) Opening relationships
C) Presenting the sales message
D) Training salespeople

Question 17

 Sales representatives of Oasis Travels collaborate with various hotels across the state to get customers to book package tours.Which of the following sales positions do the salespeople of Oasis Travels hold?

A) New business selling
B) Consultative selling
C) Missionary selling
D) Trade selling

Question 18

 The final step in a salesforce strategy is designing the sales organizations.

Question 19

Trade selling provides assistance and support to value chain members rather than obtaining sales.

Question 20

Which of the following activities does a selling process include?

A) Advertising the product
B) Training the salespeople
C) Prospecting for suppliers
D) Presenting the sales message

Question 21

Which of the following is an advantage of direct marketing?

A) Sufficient content support in direct-response advertising
B) Timing contact can be managed and personalized
C) Negative image factors are non-existent
D) Shipping and postal rates tend to decrease over time

Question 22

If the product or the customer base does not dominate design considerations,a _____ sales organization is used.

A) market-driven
B) product-driven
C) product/market-driven
D) geography-driven

Question 23

 An important part of deciding the personal selling strategy is choice of the alternative channels to end-user customers.Explain the issues involved.

Question 24

Which of the following is a disadvantage of direct marketing?

A) Limited content support in direct-response advertising
B) Effectiveness of direct marketing cannot be measured
C) Restricts selective reach and segmentation opportunities
D) No flexibility provided in accessing potential buyers

Question 25

 _____ for analyzing sales force size consider the impact of multiple influences like market potential,intensity of competition,and workload on market response that can improve salesperson deployment decisions.

A) Revenue/cost analysis techniques
B) Single-factor models
C) Sales and effort response models
D) Portfolio deployment models

Question 26

Which of the following types of networks is most likely to be present at a kiosk for customers to use?

A) Internet
B) Intraweb
C) Extranet
D) Intranet

Question 27

 _____ for analyzing sales force assume that size of the sales force and/or effort deployment are determined by one factor,such as market potential or workload whose values can be used to determine required selling effort.

A) Revenue/cost analysis techniques
B) Single-factor models
C) Sales and effort response models
D) Portfolio deployment models

Question 28

Which of the following sales organization designs can be adopted when customer needs are similar and there is a complex range of products offered?

A) Geography-driven
B) Market-driven
C) Product-driven
D) Product/market-driven

Question 29

 What are the major initiatives of a salesforce strategy?

Question 30

Describe the different types of sales jobs.

Question 31

 List the activities that make up the selling process.

Question 32

 Explain the communications features of the Internet.

Question 33

Mark sees an ad in the newspaper of a new line of treadmills and orders for it by calling the number provided in the ad.Which of the following type of direct marketing methodology did the ad employ

A) Direct response media
B) Direct mail
C) Catalog shopping
D) Kiosk shopping

Question 34

 _____ require information on each salesperson's sales and/or costs and can help spot high performing and unprofitable territories by comparing each salesperson to an average break-even sales level.

A) Revenue/cost analysis techniques
B) Single-factor models
C) Sales and effort response models
D) Portfolio deployment models

Question 35

Which of the following is true,with regard to an organizational buyer,of computer ordering?

A) It does not allow for direct purchase responses.
B) It makes it hard to monitor customer preferences.
C) It enables the buyer to lower inventory levels.
D) It increases the overall cost of inventory.