Deck 14: Integrated Marketing Communications: Personal Selling, direct Market

Question 1

Missionary salespeople often take orders from customers directly.

Answer 1

False

Question 2

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.

Answer 2

True

Question 3

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

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

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 6

Sponsorships allow companies to purchase space on web pages.

Question 7

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

Question 8

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

Question 9

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

Question 10

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

Question 11

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

Question 12

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

Question 13

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

Question 14

Most people are comfortable buying products over the phone.

Question 15

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

Question 16

Viral marketing is considered a traditional advertising tool.

Question 17

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

Question 18

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

Question 19

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

Question 20

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

Question 21

______________ is a distinct advantage 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) Cost of delivering the message
E) Customers have a hard time saying 'no'

Question 22

In the context of _____,the initial approach to a prospective customer should involve the sales representative trying to determine who has the greatest influence or authority in the purchase.

A) Opening the relationship
B) Handling customer objections
C) Closing the sale
D) Following up with customers
E) Prospecting for customers

Question 23

Before salespeople spend much time trying to establish a relationship with a prospective account,it is important to _____ to determine if the company is a legitimate potential customer.

A) Qualify the prospect
B) Communicate the sales message
C) Handle customer objections
D) Follow up with other customers
E) Make a sales presentation

Question 24

_____,where prospective customers call a toll-free number for more information,can be used to identify and qualify prospects.

A) Outbound telemarketing
B) Viral hook
C) Cold calls
D) Follow up
E) Inbound telemarketing

Question 25

_______________ 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) Financial servicers

Question 26

___________________ 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 27

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

A) Technical seller
B) Solutions servicer
C) Missionary salesperson
D) Trade servicer
E) Telemarketer

Question 28

___________________ 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 29

Which of the following is a way in which B2B selling differs from B2C?

A) Good interpersonal and communication skills are needed in B2C but not in B2B.
B) Many of the goods and services sold by B2B salespeople are more expensive and technically complex than those in B2C.
C) Excellent knowledge of the products being sold is vital in B2B but not in B2C.
D) An ability to discover customer needs and solve their problems is relevant only to B2B selling.
E) B2C customers tend to be larger and engage in extensive decision-making processes involving many people.

Question 30

From the following options,identify an element that is an essential tool in an integrated marketing communications strategy,but is,for the most part,unidirectional-the company communicates with the customer but the customer has limited ability to provide feedback.

A) Personal selling
B) Advertising
C) Direct marketing
D) Interactive marketing
E) Door-to-door selling

Question 31

___________ 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) Sales engineers

Question 32

Developing database management skills to manage customer databases is a selling activity related to:

A) Non-technology information management
B) Information management through technology
C) Using technology to build customer relationships
D) Non-technology selling
E) Non-technology communication

Question 33

_____________ is an example of a non-technology communication selling activity.

A) Enhance language and overall communication skills
B) Email
C) Create useful company Web page content
D) Database management
E) Leaving voicemail messages

Question 34

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 35

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 36

________________ is an example of a technology communication selling activity.

A) Learn relationship selling skills
B) Follow up after customer contact
C) Time management
D) Develop strong supplier alliances
E) Leave voicemail messages

Question 37

____________________ 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 38

______________________ 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 39

_____________ 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 40

_______________ is NOT a step in the personal selling process.

A) Prospecting for customers
B) Handling customer objections
C) Advertising
D) Qualifying the prospect
E) Follow up

Question 41

FAB stands for _________________________.

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

Question 42

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

A) Intrinsic
B) Bonus
C) Contest
D) Extrinsic
E) Subjective

Question 43

___________ 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 44

______________________ is a characteristic of a great sales presentation.

A) Explaining the value proposition
B) Maximizing change conflict
C) Developing win-lose solutions
D) Focusing on technology
E) Emphasizing features over benefits

Question 45

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

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

Question 46

A material characteristic of a product is called ______________.

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

Question 47

Which of the following is one of the ways in which a salesperson can counter the customer's price objection?

A) Raise the price until it exceeds the product's perceived benefits
B) Lower the perceived benefits until they are just under the price
C) Lower the price until they are just above the perceived benefits
D) Raise the perceived benefits until they exceed the price
E) Lower the value proposition till it falls below the price

Question 48

By the workload method of determining the size of the sales force,to _____,estimate the number of hours a typical salesperson works per week,and then multiply that by the number of weeks the salesperson works during the year.

A) Determine the frequency with which each type of account should be called
B) Calculate the workload involved in covering the entire market
C) Calculate the number of salespeople needed
D) Determine the time available for each salesperson
E) Apportion the salesperson's time by task performed

Question 49

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

A) Geographic orientation
B) Product organization
C) Customer type
D) Market organization
E) Work load

Question 50

"Does the prospect have a need for the company's products?" "Can the prospect derive added value from the product in ways that the company can deliver?" "Does the prospect have the financial ability and authority to make the sale?" All of these questions form part of which step in the personal selling process?

A) Qualifying the prospect
B) Opening the relationship
C) Making the sales presentation
D) Handling customer objections
E) Following up with consumers

Question 51

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 52

That ______________________ is an advantage of the workload method of determining the size of the sales force.

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 53

The _____________ method of organizing the sales force suffers from the major disadvantage of duplication of effort with salespeople across different products assigned to the same geographic territory,generally leading to higher sales costs.

A) Geographic orientation
B) Product-based
C) Work load-based
D) Market-based
E) Size-based

Question 54

The next purchase decision of the customer is based to a large extent on the customer's experience with the product and the company.Thus,one of the most critical aspects in the selling process is not what happens before the purchase decision but what happens after,that is,in the _____stage.

A) Follow-up
B) Prospecting
C) Sales presentation
D) Pricing
E) Closing

Question 55

A particular characteristic that helps meet the customer's needs is a(n)____________________.

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

Question 56

Which of the following is NOT one of the critical mistakes salespersons make in closing a sale?

A) Negative attitude
B) Failure to conduct an effective pre-approach
C) Too much talking
D) Avoiding a "one-size fits all" approach
E) Not enough listening

Question 57

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

A) The value proposition
B) FAB
C) Customer trust
D) Price
E) Change conflict

Question 58

The simplest and most common method of organizing a company sales force is _____.

A) Geographic orientation
B) Product organization
C) Customer type
D) Market organization
E) Work load method

Question 59

Organizing the sales force by _____ is a natural extension of creating value for the customer and reflects a market segmentation strategy.

A) Geographic orientation
B) Product
C) Size
D) Customer type
E) Work load

Question 60

_____ is referred to as outsourcing the sales force.

A) Organizing a company sales force by geographic orientation
B) Having a separate sales force for each product
C) Structuring the sales force by customer type
D) Using independent sales agents
E) Classifying all the company's customers into categories

Question 61

_______________________ 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 a compensation plan
E) Analyze results of offer

Question 62

______________ 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 63

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 64

Catalogs,telemarketing,and Internet marketing are communication channels for _____.

A) Personal selling
B) Public relations
C) Direct marketing
D) In-store marketing
E) Targets short term objectives

Question 65

Number of orders,average size of orders,number of active accounts,and number of new accounts are all examples of which measure of a salesperson's performance?

A) Subjective measures
B) Output measures
C) Intrinsic rewards
D) Input measures
E) Nonfinancial incentives

Question 66

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

A) Subjective measures
B) Output measures
C) Intangible measures
D) Input measures
E) Non financial incentives

Question 67

_____________________________ is NOT a component of a direct mail piece.

A) Outside envelope
B) Sales collateral
C) Market space
D) Contact information
E) Coupons

Question 68

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

A) Salary
B) Non financial incentive
C) Intrinsic reward
D) Output measure
E) Incentive pay

Question 69

_____ and company bulletin boards encourage a sense of community that enhances the customer's company and product experience.

A) Blogs
B) Advertisements
C) Telemarketers
D) Catalogs
E) Sales promotions

Question 70

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

A) Subjective measures
B) Personal evaluations
C) Objective measures
D) Intangible measures
E) Non financial incentives

Question 71

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 72

Total number of calls,number of planned calls,days worked,total expenses,and letters to prospects are all examples of which measure of a salesperson's performance?

A) Subjective measures
B) Non financial incentives
C) Intrinsic rewards
D) Input measures
E) Output measures

Question 73

Young,well-educated sales people are highly motivated by ______________________.

A) Salary
B) Non-financial incentives
C) Extrinsic rewards
D) Commissions
E) Incentive pay

Question 74

Interactive marketing is a(n)_____ relationship between companies,their brands,and customers.

A) Unidirectional
B) Linear
C) Internet-driven
D) Traditional
E) Personal selling

Question 75

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

A) Catalogs
B) Telemarketing
C) Advertising
D) Sales promotion
E) Direct mail

Question 76

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

A) Salary
B) Benefits
C) Intrinsic rewards
D) Commission
E) Nonfinancial incentives

Question 77

_____ are the individual's learned proficiency at performing necessary sales tasks.

A) Sales aptitude
B) Sales skill levels
C) Sales collateral
D) Motivations
E) Sales ability

Question 78

______________ 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) Sales promotion
C) Direct marketing
D) Public relations
E) Skimming

Question 79

_____ drive(s)interactive marketing,controlling when,where,and how they interact.

A) The company
B) Intermediaries
C) Salespeople
D) Customers
E) Sales managers

Question 80

______________ 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