MKTG exam 10

Of the three typical types of sales force structures, which one assigns an exclusive geographical area to each salesperson and requires each salesperson to represent the company's full line of products to customers within that area? A) territorial B) product C) customer D) complex E) team

territorial

________ involves two-way, personal communication between salespeople and individual customers-whether face-to-face, by telephone, through video or Web conferences, or by other means. A) Advertising B) Public relations C) Personal selling D) Mass marketing E) Direct marketing

Personal selling

Of the following, which is the LEAST creative sales position? A) order taker B) order getter C) account executive D) account development rep E) outside salesperson

Order taker

Which of the following is NOT an advantage of a territorial sales force structure? A) Travel expenses can be minimized. B) Each salesperson's job is clearly defined. C) Salespeople have the opportunity and incentive to build strong relationships with customers. D) Salespeople develop in-depth knowledge of a product line. E) Accountability is clearly defined for each salesperson.

Salespeople develop in-depth knowledge of a product line

Whom do members of a sales force typically represent? A) They represent the company to customers. B) They represent the company to investors. C) They represent the customer to the company. D) A and C E) all of the above

They represent the company to customers & they represent the customer to the company

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) direct marketing C) advertising D) personal selling E) public relations

advertising

A company can unite its marketing and sales functions through all of the following activities EXCEPT ________. A) assigning a telemarketer the task of visiting a customer B) arranging joint meetings to clarify all aspects of communication C) appointing a chief customer officer to oversee both departments D) having a salesperson preview ads and sales-promotion campaigns E) sending brand managers on sales calls with a salesperson

assigning a telemarketer the task of visiting a customer

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies. A) marketing; media B) media; sales C) narrowcasting; broadcasting D) broadcasting; narrowcasting E) advertising; word-of-mouth

broadcasting; narrowcasting

Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________. A) communications channels that should be integrated under the concept of integrated marketing communications. B) communications channels focused more on narrowcasting than broadcasting C) promotional tools used for push strategies but not pull strategies D) promotional tools used for pull strategies but not push strategies E) promotional tools adapted for use in mass marketing

communications channels that should be integrated under the concept of integrated marketing communications

The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix? A) product B) competitor C) price D) place E) promotion

competitor

Which of the following is NOT a disadvantage of a product sales force structure? A) extra selling costs involved with multiple sales visits from separate divisions B) overlapping use of resources with big customers C) salespeople spending time to see the same customer's purchasing agents D) increased customer delivery time E) B and C

increased customer delivery time

Companies that use a customer sales force structure organize their salespeople by ________. A) product B) territory C) industry D) demand E) specialty knowledge

industry

Members of a company's ________ conduct business from their offices through the telephone, the Internet, or visits from customers. A) outside sales force B) inside sales force C) complex sales force D) customer sales force E) product sales force

inside sales force

More companies are adopting the concept of ________, which carefully coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. A) integrated marketing communications B) integrated personal selling C) integrated competitive methods D) nonpersonal communication channels E) buzz marketing

integrated marketing communications

Advertising has some shortcomings. What is NOT one of them? A) It is impersonal. B) It can be very costly. C) It slowly reaches many people. D) It carries on one-way communication with the audience. E) It does not make audiences feel the need to respond.

it slowly reaches many people

Which of the following is NOT an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments? A) cable television channels B) e-mail C) blogs D) network television E) online social networks

network television

Which of the following is the term for the individuals in a company who travel to call on customers in the field? A) outside sales force B) inside sales force C) complex sales force D) customer sales force E) product sales force

outside sales force

Which of the following promotion tools involves interpersonal interactions with customers and prospects to make sales and maintain customer relationships? A) personal selling B) advertising C) E-commerce D) publicity E) public relations

personal selling

Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions? A) mass-market advertising B) segmented advertising C) sales promotion D) public relations E) personal selling

personal selling

________ is the company's most expensive promotion tool. A) Advertising B) Personal selling C) Mass media D) Public relations E) Publicity

personal selling

Which of the following best explains why many companies are adopting the team selling approach to service large, complex accounts? A) Products have become too complicated for one salesperson to support. B) Customers prefer dealing with many salespeople rather than one salesperson. C) Salespeople prefer working in groups because of the opportunity for flex hours and job sharing. D) A group of salespeople assigned to one account is cost effective for corporations. E) Fewer skilled salespeople are working in the high-tech industry.

products have become too complicated for one salesperson to support

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? A) sales promotion B) personal selling C) direct marketing D) public relations E) direct marketing

public relations

When a firm sets out to analyze, plan, implement, and control sales force activities, it is undertaking ________. A) marketing design B) sales force management C) team selling efforts D) co-op selling and advertising E) promotional objectives

sales force management

After a company has determined its sales force structure, it is ready to determine what ________ it needs. A) team structure B) sales force size C) marketing-sales liaison D) sales force supervision E) compensation package

sales force size

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. A) direct marketing B) sales promotion C) personal selling D) public relations E) publicity

sales promotion

A(n) ________ serves as a critical link between a company and its customers by performing one or more of the following: prospecting, communicating, selling, servicing, information gathering, and relationship building. A) manager B) executive C) support person D) salesperson E) consultant

salesperson

Management uses the workload approach to ________. A) set the size of the sales force B) determine product availability C) identify desirable characteristics of the sales force D) establish sales quotas E) analyze profit margins

set the size of the sales force

Which of the following is NOT a major category in the promotion mix? A) advertising B) sales promotion C) public relations D) strategic positioning E) direct marketing

strategic positioning

Which of the following is the growing trend of using a group of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts? A) department selling B) inside selling C) team selling D) continuous selling E) simultaneous selling

team selling

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) direct marketing B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing

the promotion mix

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________. A) equal portions of the advertising budget B) independent communications directors C) separate marketing objectives D) the same target audience E) the same message, look, and feel

the same message, look, & feel