Question 1

As an example of business-to-business ________,Raleigh Bicycles reduced its personal selling costs by making sales calls to dealers via the telephone.

Accepted Answer

Outbound telemarketing refers to using the telephone to make sales calls to potential or existing customers, which is what Raleigh Bicycles did to reduce their personal selling costs.

Question 2

You receive the summer catalog in the mail in the middle of February.This is an example of ________,one of the fastest-growing segment for marketers.

Accepted Answer

Direct marketing involves reaching out to consumers directly through mail, email, or other means of communication. Receiving a catalog in the mail is a common example of direct marketing. It is one of the fastest-growing segments for marketers as it allows them to target specific audiences and track the effectiveness of their campaigns.

Question 3

Market demassification has benefited direct marketers.An example of the ever-increasing number of market niches would be ________.

Accepted Answer

The example of tools for left-handed individuals demonstrates a market niche that has emerged due to market demassification, which has led to a greater focus on serving the needs of specific, smaller segments of the population. This example highlights how businesses can benefit from identifying and catering to unique market niches.

Question 4

Because only 2% of direct-mail prospects actually make an order,today direct marketers are measuring the impact of the direct-mail promotion on ________.

Accepted Answer

Direct marketers are likely measuring the impact on metrics other than those listed, such as conversion rates or return on investment, since the given options do not directly relate to the effectiveness of direct-mail promotions in terms of sales.

Question 5

Consumers are besieged by e-mails,and many employ spam filters.List four guidelines for crafting productive e-mail campaigns.

Accepted Answer

The answer of Consumers are besieged by e-mails,and many employ...

Question 6

You have identified those customers who have purchased any product from your firm within the past 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

The formula being used to select customers for the mailing is recency, frequency, monetary amount. This approach is commonly known as RFM analysis and is used to segment customers based on three criteria - how recently they have made a purchase (recency), how often they purchase (frequency), and how much they spend (monetary amount). By using this formula, the business can identify its most valuable customers and target them with personalized marketing messages.

Question 7

The extraordinary growth of direct marketing can be attributed to many factors,with both consumers and business benefiting.List some of these factors.

Accepted Answer

The answer of The extraordinary growth of direct marketing can...

Question 8

Most companies set annual quotas.Quotas can be on dollar sales,unit volume,margin,selling effort,or activity and product type.Compensation is often tied to the degree of quota attainment.What problems does the setting of quotas present to both the company and to the sales representative

Accepted Answer

The answer of Most companies set annual quotas.Quotas can be...

Question 9

Clearly all companies need to consider and evaluate e-marketing and e-purchasing opportunities.A key challenge is designing a site that is attractive on first viewing and interesting enough to encourage repeat visits.Rayport and Jaworski have proposed that effective Web sites feature seven design elements that they call the 7Cs.List each of these Cs.

Accepted Answer

The answer of Clearly all companies need to consider and...

Question 10

Direct marketers can time their offer to reach their prospects at the right moment and as a result receive higher readership because of the offer's applicability.An example of such "right moment" timing would be ________.

Accepted Answer

Parents of newborn babies receiving coupons in the mail is an example of timing an offer to coincide with a significant life event, making the offer more relevant and increasing the likelihood of engagement.

Question 11

The original and oldest form of direct marketing is the field sales call.No one debates the importance of the sales force in its marketing program.However,the term sales representative covers a broad range of positions,tasks,and responsibilities.List and briefly describe each of the positions.

Accepted Answer

The answer of The original and oldest form of direct...

Question 12

Your company has customer-service representatives who provide you with leads,writes up proposals,fulfill orders,and provide postsale support.Your responsibilities are to concentrate on the larger accounts with more complex and customized needs.This is an example of a(n)________.

Accepted Answer

A leveraged sales force focuses on larger accounts with complex needs, allowing other representatives to handle standard tasks.

Question 13

At the heart of a successful sales force is the selection of effective representatives.Managing the sales force consists of five steps,beginning with recruiting and selecting the sales representatives.List the other four steps in the process of managing a sales force.

Accepted Answer

The answer of At the heart of a successful sales...

Question 14

The days when all the sales force did was "sell,sell,and sell" are long gone.Today companies need to define the specific objectives they want their sales force to achieve.The specific allocation scheme depends upon the kind of products and customers that the salesperson is selling.However,regardless of the selling context,salespeople will have one or more specific tasks to perform.List and explain these tasks.

Accepted Answer

The answer of The days when all the sales force...

Question 15

Personal selling is an ancient art.Today companies spend hundreds of millions of dollars each year to train salespeople.Most training programs agree on the major steps involved in any effective sales process.List these six steps.

Accepted Answer

The answer of Personal selling is an ancient art.Today companies...

Question 16

Most direct marketers apply the R-F-M 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 R-F-M formula...

Question 17

The term sales representative covers a broad range of positions.You have been hired by a firm as a sales representative.Your job description reads as follows: "The key duty of the sales representative is to solve the customer's problems using the company's products." You are a ________ sales representative.

Accepted Answer

The key duty mentioned in the job description is to solve the customer's problems using the company's products. This implies that the sales representative is focused on providing solutions to customer problems. Therefore, the best choice is E, solution vendor.

Question 18

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 2,000 orders for your offer.Based upon what the industry's historical order-response rate,has this campaign been successful

Accepted Answer

The industry's historical order-response rate is 2%, and the campaign has achieved this rate.

Question 19

Catalog marketing is big business-about 71% of Americans shop from home using catalogs.One of the factors in the success of a catalog business for a company is in ________.

Accepted Answer

Effective management of customer lists is crucial for targeting the right audience and ensuring successful catalog marketing.

Question 20

Interactive marketing offers many unique benefits to the direct marketer.Explain some of the benefits afforded to marketers using interactive marketing.

Accepted Answer

The answer of Interactive marketing offers many unique benefits to...

Quiz 19: Managing Personal Communications: