Marketing Chapter 14

Front 1

What type of software do salespeople use to track all aspects of customer interaction?

Back 1

CRM (customer relationship management)

Front 2

According to an axiom in marketing, the more _______ the product, the more heavily firm tend to rely on personal selling to promote it.

Back 2

intangible

Front 3

During which stage of the creative selling process would a salesperson most likely try to learn about a customer's prior purchases and personal interest?

Back 3

preapproach

Front 4

Which of the following is an example of a performance objective a sales manager might set for his sales force?

Back 4

Each sales person should have at least $400,000 in net sales annually

Front 5

In which of the following sitautions would personal selling be the least cost effective choice?

Back 5

a chain of markets selling convenience products

Front 6

A company that wanted it sales force to see direct connection between performance and pay would most likely use which of the following compensation plans?

Back 6

A straight commission plan

Front 7

Which of the following is the most logical reason that many organizations rely heavily on personal selling??

Back 7

to more effectively sell highly technical or very expensive products

Front 8

After salesperson Danny o reilly has mad a sale, he asks his customer if she knows of anyone elsewho might also be interested in buying his products.Referrals such as these are one method used in

Back 8

prospecting

Front 9

One of the potential drawbacks of a _______ is that salespeople might simply wait to make some sales lead instead of increasing their overall number of sales.

Back 9

sales contest

Front 10

A 30 minute television advertising program marketing a single product is referred to as a _______

Back 10

infomercial

Front 11

As the salesperson entered the prospect's office, the salesperson extended his hand and said " your old college roommate Tiara Johns suggested I call on you." this action occured in which stage of the creative selling process?

Back 11

approach

Front 12

What should a salesperson do during the fifth step of the creative sales process?

Back 12

welcome objections

Front 13

Which of the following is not an advantage of a geographic sales force structure?

Back 13

Salespeople develop in depth knowledge of a product line

Front 14

During the _________ step, salespeople for montana exercise equipment should try to determine the specific needs of a customer.

Back 14

preapproach

Front 15

you are responsible for supervising ordertakers at Acme, inc Which of the following would you be least likley to expect these people to perform?

Back 15

executing the preapproach stage of the creative selling process.

Front 16

Which of the following is an example of a behavioral objective a sales manager might set for her sales force?

Back 16

each salesperson must call on four costumers each day

Front 17

Fiona Lambrech is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countires. Fiona wants to reach a selective market of individuals who have recently donated to international charities. Which of the following types of direct marketing is Fiona most likely to use?

Back 17

direct mail marketing

Front 18

Which of the following is a poor choice for a sales presentation when a salesperson is interested in building a long term relationship?

Back 18

using a canned presentation

Front 19

Which of the following refers to an m-commerce scam used by unscrupulous marketers?

Back 19

spim

Front 20

The step that follows preapproach in the creative selling process ______

Back 20

approach

Front 21

_______ state what the sales force is expected to accomplish and when.

Back 21

sales force objectives

Front 22

Which of the following is a salesperson who works to develop long-term relationshipswith particular customers or to generate new sales?

Back 22

an order getter

Front 23

The _______ for sales manager engaged in relationship selling will relate to customer satisfaction, loyalty, and retention.

Back 23

sales force objectives

Front 24

Which of the following is NOT one of the four basic types of compensation plans?

Back 24

commission-plus-bonus

Front 25

Neal Murphy sells his company's unique gift items on television programs broadcast on a channel that is entirely dedicated to selling goods and services. Neal is using ______.

Back 25

home shopping networks

Front 26

The central idea of an ad is expressed in its ________.Question options:

Back 26

advertising appeal

Front 27

________ are the most common price promotion.Question options:

Back 27

Coupons

Front 28

A loan company that wanted to build awareness and reinforce its image could do so by giving out ________ with the name of the company on them.Question options:

Back 28

promotional products

Front 29

Copy testing ________.Question options:

Back 29

measures ad effectiveness

Front 30

Cash allowances can most directly be related to ________.Question options:

Back 30

forward buying

Front 31

Advertising can be ________.Question options:

Back 31

personal selling

Front 32

________ is a problem-solving process for getting an advertising message to a specific target audience in the most effective fashion--based on the objective of the promotion and the advertising budget.Question options:

Back 32

Media planning

Front 33

________ attempts to influence consumers while they are in the store by catching their attention with displays or signs.Question options:

Back 33

A point-of-purchase promotion

Front 34

________ attempts to influence the attitudes and perceptions of consumers, stockholders, and others toward companies, brands, politicians, celebrities, not-for-profits organizations, and so on.Question options:

Back 34

Public relations

Front 35

As Humphrey searched through the supermarket to find marshmallows, he was enjoying the music being played by the store. Then he heard an announcer saying, "Visit our deli department right now. Buy some just-cooked dinner rolls for your supper tonight." What Humphrey heard is an example of ________.Question options:

Back 35

a point-of-purchase promotion

Front 36

The coupon for a free six-inch sub sandwich with the purchase of a six-inch sub of equal or greater value and a thirty-two-ounce fountain drink is an example of a ________.Question options:

Back 36

consumer promotion

Front 37

When Virginia purchased a bottle of cleaning liquid, she also received a free bottle of hand soap. The two items were shrink-wrapped together to create a ________.Question options:

Back 37

bonus pack

Front 38

________ is an effective way of letting consumers know what is being sold and why the consumer should run out and buy the product or service.Question options:

Back 38

Advertising

Front 39

Trade promotions focus on members of the trade that include ________.Question options:

Back 39

A, B, and C

Front 40

Prior to the 2004 U.S. presidential election, MTVs "Choose or Lose" campaign encouraged the more than 20 million young people ages eighteen to thirty to learn about the issues, to vote, and to be a deciding factor in the election. This act on the part of MTV was ________.Question options:

Back 40

advocacy advertising

Front 41

To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium, media planners use ________.Question options

Back 41

cost per thousand (CPM)

Front 42

________ is a bonus paid by a manufacturer to a salesperson for selling its product.Question options:

Back 42

Push money

Front 43

The most common way for public relations specialists to communicate is through the use of a(n) ________.Question options:

Back 43

press release

Front 44

The manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country. As part of this project, each restroom was to provide fairgoers with a clean oasis featuring aromatherapy, soothing music, constant maintenance, and premium toilet tissue. Newspaper articles about the company's role in making restrooms inviting was an example of ________.Question options:

Back 44

publicity

Front 45

The manufacturer of toilet tissue sent the brand mascot to help refurbish restrooms at fairgrounds across the country. As part of this project, each restroom was to provide fairgoers with a clean oasis featuring aromatherapy, soothing music, constant maintenance, and premium toilet tissue. The use of this brand in this clean-up effort is an example of ________.Question options:

Back 45

public relations

Front 46

A(n) ________ provides one or more specialized services, such as media buying or creative development.Question options:

Back 46

limited-service advertising agency

Front 47

The ________ for Ford Motor Company included a series of ads on network television, on cable television, and in print ads, billboards, as well as signs for Ford dealers to post in their showroom windows.Question options:

Back 47

advertising campaign

Front 48

________ provides the opportunity for a message to be communicated in a favorable way and to repeat the message as often as it is necessary to have an impact on the receivers.Question options:

Back 48

Advertising

Front 49

________ is nonpersonal communication paid for by an identified sponsor using mass media to persuade or inform an audience.Question options:

Back 49

Advertising

Front 50

After taking a sales job at Americhem Plastics Corp., Melissa Hertz attended company-sponsored classes where she learned about the plastics she would be selling, how they were developed, potential uses for the plastics produced by the company, as well as basic selling skills. She was surprised to find several veteran salespeople also attending some of her classes. Hertz should have learned from this experience ________.

Back 50

the importance of sales training--no matter how experienced the salesperson

Front 51

Which of the following statements about relationship selling at IBM is most likely true?

Back 51

With relationship selling, the salesperson tries to develop a mutually satisfying relationship with customers.

Front 52

The first step in the creative selling process is ________.

Back 52

prospecting and qualifying

Front 53

________, which uses a data network to carry voice calls, is getting a lot of use in correspondence between salespeople and customers.

Back 53

Voice-over Internet protocol (VoIP)

Front 54

During which part of the creative selling process would a salesperson be most likely to use proof statements?

Back 54

sales presentation

Front 55

Southern Security makes safes for storing valuables. When Ed sold safes for the company, he sometimes told a prospect, "The model safe you are looking at is on sale this week. If you wait until next week to buy, you will spend $100 more." When Ed used this approached, he was using the ________ close

Back 55

standing-room-only

Front 56

An advantage of personal selling is that the salespeople ________.

Back 56

A, B, and C

Front 57

________ allow(s) the salesperson on the road to plug into a fast Internet connection and then start making and receiving calls just as if s/he is in the office.

Back 57

Telemarketing

Front 58

________ may be a printed brochure that can be personalized to the receiver, which is an advantage over other forms of communication

Back 58

Direct mail

Front 59

________ allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product.

Back 59

Direct-response advertising

Front 60

Mark Roman works with his salespeople to create two kinds of ________ that state what the salespeople are expected to accomplish.

Back 60

sales force objectives

Front 61

The use of ________ in conjunction with m-commerce could create many business opportunities for local retailers.

Back 61

location-based technologies

Front 62

Salespeople can draw information about a prospect from a source such as ________.

Back 62

A, B, and C

Front 63

Without prior introduction or arrangement, telemarketers telephone your home and business offering to sell you a variety of products. Telemarketers engage in what form of prospecting?

Back 63

cold calling

Front 64

Which of the following statements about direct marketing is true?

Back 64

All of the above statements about direct marketing are true

Front 65

________ has increasing emphasis when the purchase is a new task for the customer, and the product is highly technical or complex.

Back 65

Personal selling

Front 66

Two kinds of individual ________ are performance and behavioral.

Back 66

objectives

Front 67

PeopleSoft is enterprise application software that businesses can use to create more efficient relationships with suppliers, customers, and employees. To sell the entire software package, the company uses ________ that includes a technical specialist, an accounting expert, a human resources expert, and a sales representative.

Back 67

team selling

Front 68

Today's ________ environment is most likely preventing widespread acceptance of m-commerce

Back 68

technological

Front 69

Ordering CDs on the web is a form of ________ .

Back 69

direct marketing

Front 70

For which of the following operations would you expect telemarketing efforts to be the most successful and the most profitable?

Back 70

selling plastic bottles to a bottling company

Front 71

When selling waterless cookware, Ron was given a script and instructed not to deviate from his script when making his sales calls. From this information, you know Ron was using a ________ sales presentation.

Back 71

canned

Front 72

The salespeople for IBM work toward winning, keeping, and developing the customers. In other words, they engage in ________.

Back 72

relationship selling

Front 73

________ is direct communication to a consumer that is conducted over the telephone.

Back 73

Telemarketing