Question 1

Why is telemarketing considered to be one of the most intrusive forms of direct marketing?

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Question 2

Describe three ways that consumer privacy is protected from direct marketing intrusions and abuses.

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Question 3

What is the relationship between personal selling and the marketing push strategy?

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Question 4

How do successful companies recruit and train their salespeople? What are the objectives of most sales force training programs?

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Question 5

Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

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Question 6

What type of company would benefit most from using a geographical sales force organization?

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Question 7

Of all the ways to structure a sales force, product sales force structure is most effective in helping the company to become more customer focused and build closer relationships with important customers.

Accepted Answer

A customer (or market) sales force structure, where the sales team is organized around different customer segments, is more effective in becoming customer-focused and building closer relationships with important customers, as it allows for a deeper understanding of specific customer needs and preferences.

Question 8

What are the costs of a high turnover within a company's sales force?

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Question 9

Why might a company that highly values building long-term relationships with customers be reluctant to use a sales force compensation strategy that focuses on commissions?

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Question 10

Discuss the differences between the four common ways to organize a sales force. What are the potential benefits of each structure?

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Question 11

What is the difference between catalogs and direct mail?

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Question 12

What type of company would benefit most from using a product line sales force organization?

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Question 13

Explain how marketers are planning to use personalized URLs and landing pages.

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Question 14

Why does a firm's number of prospects always equal or exceed its number of customers?

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Question 15

Do-not-call legislation has made telemarketing an ineffective form of direct marketing, especially for nonprofit groups.

Accepted Answer

Do-not-call legislation primarily targets commercial telemarketers and often includes exemptions for nonprofit organizations, allowing them to continue using telemarketing as an effective direct marketing tool.

Question 16

In a brief essay, explain the major weaknesses of exclusively using a direct marketing strategy.

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Question 17

In a brief essay, explain the major benefits of direct marketing.

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Question 18

Briefly describe the steps that make up the selling process.

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Question 19

The Internet is a more appropriate direct marketing medium for life cycle marketing than direct-response advertising is.

Accepted Answer

Life cycle marketing involves targeting and communicating with customers at various stages of their lifecycle, from acquisition to retention and loyalty. The internet allows for personalized and targeted marketing messages to be delivered directly to customers at different touchpoints in their lifecycle through email campaigns, social media ads, and personalized website content. Direct-response advertising, on the other hand, is typically a one-time message directed at a broad audience and may not be as effective for life cycle marketing. Therefore, the internet is a more appropriate direct marketing medium for life cycle marketing.

Question 20

The makers of a new type of soap that can be used to both wash and wax your car with only one application have determined that personal selling would not be best for this product. Explain why this is or isn't a good marketing communication decision.

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Quiz 17: Personal Selling and Direct Marketing Strategies

Why is telemarketing considered to be one of the most intrusive forms of direct marketing?

Describe three ways that consumer privacy is protected from direct marketing intrusions and abuses.

What is the relationship between personal selling and the marketing push strategy?

How do successful companies recruit and train their salespeople? What are the objectives of most sales force training programs?

Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

What type of company would benefit most from using a geographical sales force organization?

Of all the ways to structure a sales force, product sales force structure is most effective in helping the company to become more customer focused and build closer relationships with important customers.

What are the costs of a high turnover within a company's sales force?

Why might a company that highly values building long-term relationships with customers be reluctant to use a sales force compensation strategy that focuses on commissions?

Discuss the differences between the four common ways to organize a sales force. What are the potential benefits of each structure?

What is the difference between catalogs and direct mail?

What type of company would benefit most from using a product line sales force organization?

Explain how marketers are planning to use personalized URLs and landing pages.

Why does a firm's number of prospects always equal or exceed its number of customers?

Do-not-call legislation has made telemarketing an ineffective form of direct marketing, especially for nonprofit groups.

In a brief essay, explain the major weaknesses of exclusively using a direct marketing strategy.

In a brief essay, explain the major benefits of direct marketing.

Briefly describe the steps that make up the selling process.

The Internet is a more appropriate direct marketing medium for life cycle marketing than direct-response advertising is.

The makers of a new type of soap that can be used to both wash and wax your car with only one application have determined that personal selling would not be best for this product. Explain why this is or isn't a good marketing communication decision.