Question 1

The goal of sales is not simply to make the sale but to create a strong value proposition that will lead to a mutually beneficial long-term relationship.

Accepted Answer

The goal is not simply to make the sale but to create a strong value proposition that will lead to a mutually beneficial long-term relationship.

Question 2

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

Accepted Answer

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

Question 3

The first step of creating a direct marketing campaign is to specify direct marketing channels.

Accepted Answer

The first step of a direct marketing campaign is to set strategy for the campaign.

Question 4

Objective measures rely on personal evaluations by someone connected to the salesperson's sales process,usually the immediate sales manager or a customer.

Accepted Answer

Objective measures reflect statistics the sales manager gathers from the firm's internal data. Subjective measures rely on personal evaluations by someone connected to the salesperson's sales process, usually the immediate sales manager or a customer.

Question 5

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

Accepted Answer

Despite its negative reputation and high cost per contact ($1 to $3), research conducted by the Direct Marketing Association suggests telemarketing works; indeed, it had one of the highest response rates of any direct marketing channel-8.55 percent.

Question 6

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

Accepted Answer

Outbound telemarketing involves calling potential customers at their home or office, either to make a sales call via telephone or to set up an appointment for a field salesperson. Inbound telemarketing, where prospective customers call a toll-free number for more information, is also used to identify and qualify prospects.

Question 7

Objective measures fall into two major categories: output measures and input measures.

Accepted Answer

Objective measures fall into two major categories: (1) output measures and (2) input measures. Output measures show the results of the efforts expended by the salesperson while input measures focus on the efforts of salespeople during the sales process .

Question 8

Direct mail is one of the least expensive direct marketing channels.

Accepted Answer

Direct mail is one of the least expensive direct marketing channels with costs of $0.75 to $2.00 per message, and despite frequent complaints about the amount of junk mail (totaling billions each year), it is still an effective channel for reaching targeted customers.

Question 9

Components in a direct-mail offer include outside envelope,sales collateral,and contact information.

Accepted Answer

Components in a direct-mail offer include:
• Outside envelope: The offer comes in an envelope that must get the prospect's attention. Colorful illustrations, a more "personal" address, and a unique envelope feature (size, color, shape) all contribute to the prospect opening the envelope.
• Sales collateral: The offer is conveyed in the sales material inside the envelope. Most often this includes a letter detailing the offer and a brochure that presents a more graphic presentation of the material.
• Contact information.

Question 10

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

Accepted Answer

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

Question 11

Trade servicers often do not take orders from customers directly but persuade customers to buy their firm's products from distributors or other suppliers.

Accepted Answer

Trade servicers are the group of resellers such as retailers or distributors with whom the sales force does business. Their primary responsibility is to increase business from current or potential customers by providing them with merchandising and promotional assistance.

Question 12

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.

Accepted Answer

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.

Question 13

Most people are comfortable buying products over the phone.

Accepted Answer

The telemarketer must engage the prospect with the highest ethical standards. Given the negative perception of telemarketing and the frequent abuses of unwanted telephone solicitations, most people perceive a high degree of risk in purchasing over the phone.

Question 14

While it is important to be a good listener,it is more important that salespeople are skillful communicators.

Accepted Answer

Effective communication is an essential selling activity. As the point of contact between customer and company, a salesperson must communicate effectively with both.

Question 15

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.

Accepted Answer

The primary advantage of a product organization is that individual salespeople can develop familiarity with the technical attributes, applications, and most effective selling methods associated with a single product.

Question 16

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

Accepted Answer

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

Question 17

Creating a tailored sales presentation that adjusts to customer feedback is a significant advantage for telemarketers after they have established a relationship.

Accepted Answer

Creating a tailored sales presentation that adjusts to customer feedback is a significant advantage for telemarketers after they have established a relationship.

Question 18

Direct marketing is an interactive marketing system that uses only one advertising medium to effect a measureable response and/or transaction at any location.

Accepted Answer

As defined by the Direct Marketing Association, direct marketing is an interactive marketing system that uses one or more advertising media to effect a measurable response and/or transaction at any location.

Question 19

To communicate the sales message,the first step is to set goals and objectives.

Accepted Answer

Setting goals and objectives is the first step in communicating. Ultimately, the goal of the presentation is to secure a purchase commitment from the customer. However, the salesperson does not just walk in asking for the purchase order. Successful salespeople understand that the purchase order does not come until customers believe the company's products offer the best solution to their needs.

Question 20

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

Accepted Answer

A commission is payment based on short-term results, usually a salesperson's dollar or unit sales volume.

Quiz 14: Personal Selling and Direct Marketing

The goal of sales is not simply to make the sale but to create a strong value proposition that will lead to a mutually beneficial long-term relationship.

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

The first step of creating a direct marketing campaign is to specify direct marketing channels.

Objective measures rely on personal evaluations by someone connected to the salesperson's sales process,usually the immediate sales manager or a customer.

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

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

Objective measures fall into two major categories: output measures and input measures.

Direct mail is one of the least expensive direct marketing channels.

Components in a direct-mail offer include outside envelope,sales collateral,and contact information.

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

Trade servicers often do not take orders from customers directly but persuade customers to buy their firm's products from distributors or other suppliers.

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.

Most people are comfortable buying products over the phone.

While it is important to be a good listener,it is more important that salespeople are skillful communicators.

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.

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

Creating a tailored sales presentation that adjusts to customer feedback is a significant advantage for telemarketers after they have established a relationship.

Direct marketing is an interactive marketing system that uses only one advertising medium to effect a measureable response and/or transaction at any location.

To communicate the sales message,the first step is to set goals and objectives.

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