Question 1

Identify the various forms of direct response marketing.

Accepted Answer

The answer of Identify the various forms of direct response...

Question 2

In terms of generating leads for personal selling, the best referrals come from:

Accepted Answer

Current customers are the best source of referrals because they have firsthand experience with the benefits of the product or service and are more likely to recommend it to others who may benefit as well. Channel members and vendors may have a conflict of interest and their referrals may not be genuine. Other salespeople may be competing for the same leads and may not be inclined to share their sources.

Question 3

Successful cataloging requires data mining that allows for targeting of recipients.

Accepted Answer

Successful cataloging primarily requires accurate organization and description of items or information, not necessarily data mining for targeting recipients, which is more relevant to marketing strategies.

Question 4

Direct sales are not an attractive method for selling products to consumers.

Accepted Answer

Direct sales can be an effective way to reach consumers and sell products, as it allows for personal interaction and relationship building with potential customers. Many companies use direct sales models successfully in industries such as beauty, health supplements, and home goods.

Question 5

Jennifer is a salesperson and has just finished answering objections of a client. The next step in the selling process is:

Accepted Answer

The next step after handling objections is to attempt to close the sale. This involves asking for the client's business and finalizing the details of the purchase. Options A and B usually come earlier in the sales process, while option D comes after the sale has been made to ensure customer satisfaction and potential future sales.

Question 6

Outbound direct response telemarketing is most successful when it is tied to a database and either customers or prospects are contacted.

Accepted Answer

Outbound direct response telemarketing is most effective when it is targeted towards a specific audience, and having a database of either customers or prospects helps in identifying and reaching out to the right people with the right message, resulting in better conversion rates.

Question 7

The third step in the selling process, after qualifying prospects, is:

Accepted Answer

The answer of The third step in the selling process,...

Question 8

Catalogs are an essential selling tool for many business-to-business marketing programs.

Accepted Answer

Catalogs provide detailed information about products or services and can help businesses showcase their offerings to potential customers or clients. They can also serve as a reference tool for existing customers to reorder or purchase additional items.

Question 9

When qualifying sales prospects, Jason places each lead in one of four baskets ranging from A to D with A as the best leads and D as the worst. Using this method of categorization, the appropriate strategy for "A" leads would be:

Accepted Answer

"A" leads are the best leads and should receive the most attention. Having one of the firm's salespeople make a sales call to them is the most appropriate strategy to capitalize on the potential of these high-quality leads.

Question 10

The fourth step in the selling process, after knowledge acquisition, is:

Accepted Answer

After acquiring knowledge about the product or service, the next step is to present it to the potential customer. This step is called sales presentation, which includes showcasing the features, benefits, and advantages of the product or service. This step helps the potential customer understand how the product or service can solve their problems or fulfill their needs. Therefore, choice B, sales presentation, is the correct answer.

Question 11

Catalogs offer the advantages of being long lasting, low-pressure, and viewed at a person's leisure.

Accepted Answer

Catalogs are designed to last longer and can be viewed at a person's leisure without any pressure to make immediate buying decisions.

Question 12

The first step in the selling process is:

Accepted Answer

Generating leads is the first step in the selling process as it involves identifying potential customers who may be interested in the product or service being offered. Without leads, the sales process cannot move forward to the other stages such as qualifying prospects, making a sales presentation or acquiring knowledge about the product being sold.

Question 13

In terms of generating leads for personal selling, the worst method is:

Accepted Answer

Cold calls are generally considered the worst method for generating leads in personal selling because they involve contacting potential customers without any prior relationship or expressed interest, leading to low conversion rates and potential negative perceptions of the brand.

Question 14

In terms of generating leads for personal selling, the best method is:

Accepted Answer

Referrals tend to be the best source of leads for personal selling as they are often the most qualified and interested in the product or service being offered. Furthermore, referrals can help to build trust and credibility with potential customers. While networking, database-generated leads, and directories can also be effective methods for generating leads, they may not be as qualified or interested and may require more time and effort to convert into sales.

Question 15

The second step in the selling process, after generating leads, is:

Accepted Answer

Qualifying prospects is the second step in the selling process after generating leads. This step involves assessing whether the leads have the potential and interest to become customers, focusing efforts on those most likely to make a purchase.

Question 16

Sales leads should be qualified and placed into categories based on:

Accepted Answer

Qualifying sales leads based on sales potential and probability of acquisition will help prioritize the most promising leads and maximize sales efforts. Profit potential is important, but it may not be the sole determining factor in whether a lead should be pursued or not. Furthermore, categorizing based on the share of the customer currently held would not be applicable for new leads.

Question 17

The internet has not been a successful medium for direct response advertising.

Accepted Answer

The internet has been a highly successful medium for direct response advertising due to the ability to track and measure results, target specific audiences, and provide immediate responses and actions.

Question 18

Through search engine optimization, brand managers can place direct response ads before consumers who are searching the internet to either purchase a product or to obtain additional information.

Accepted Answer

Search engine optimization can help brand managers place their ads in front of consumers who are actively searching for products or information related to their brand, increasing the chances of converting those consumers into customers.

Question 19

In the selling process, which step follows the sales presentation?

Accepted Answer

Handling objections typically follows the sales presentation in the selling process. This is when the salesperson addresses any concerns or questions the potential buyer might have about the product or service.

Question 20

Describe response lists and compiled lists in direct mail programs.

Accepted Answer

The answer of Describe response lists and compiled lists in...

Quiz 11: Database and Direct Response Marketing and Personal Selling