Marketing Exam 4
The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.
use omni-channel retailing
Which of the following is true of a territorial sales-force structure?
It clearly defines each salesperson's job and establishes accountability.
Which of the following is most likely true about direct and digital marketing?
They provide buyers with anytime, anywhere access to products.
Which of the following statements is true of salespeople?
They represent a company to its customers by communicating and selling.
Which of the following are the fastest-growing forms of marketing?
direct and digital
Harry Potts is a salesperson for a national pet food company. He meets Karen Sharp, a buyer for a large, specialty pet retailer, and speaks to her at length about the product categories and brands of pet food the retailer currently carries as well as future needs. At which step of the selling process is Harry Potts in the above scenario?
approach
The salesperson should know how to meet and greet the buyer and get the relationship off to a good start in which step of the selling process?
approach
Which of the following is a direct digital marketing tool?
blog
Conventions, trade shows, and sales contests are types of ________.
business promotions
Sales managers use a ________ that shows which customers and prospects to pursue and which activities to carry out.
call plan
Which of the following is a traditional direct marketing tool?
catalog
In which of the following steps of the selling process does a salesperson ask a buyer for an order?
closing
A(n) ________ is the variable amount in a salesperson's compensation.
commission
For most companies, the first step in conducting online marketing is to ________.
create a Web site
Which of the following is the primary purpose of branded community Web sites?
creating customer-product engagement
What is the primary goal of trade promotions?
persuading resellers to carry a brand
Which of the following statements is true of a product sales-force structure?
A product sales-force structure is characterized by specialization along product lines.
Which of the following is most likely true about the digital age with regards to marketing?
Digital networks allow marketers many ways to build customer relationships.
________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer
Direct and digital
A compensation plan with a larger base-salary component and a smaller commission component is most effective for driving salespersons to acquire new businesses.
FALSE
In which of the following promotion tools does a customer send a proof of purchase to a manufacturer, who then refunds part of the purchase price by mail?
Rebate
________ are the standards stating the amount salespersons should sell and how sales should be divided among the company's products
Sales quotas
________ are offers of a trial amount of a product.
Samples
Commissions and bonuses are variable amounts of compensation.
TRUE
Digital marketing through online, mobile, and social media provides a sense of brand engagement and community.
TRUE
Direct marketing has undergone a dramatic transformation due to rapid advances in digital technologies.
TRUE
Direct marketing is characterized by narrowly defined segments or individual buyers.
TRUE
Sales-force automation systems enable salespeople to profile prospects, forecast sales, and prepare expense reports.
TRUE
How has the Internet most likely affected direct and digital marketing?
The expenditures on direct and digital marketing have increased.
Which of the following is most likely true of a sales force?
The performance difference between an average salesperson and a top salesperson is generally substantial.
Which of the following statements is most likely true about direct and digital marketing?
They build customer engagement and constitute a complete model for doing business.
Which of the following is most likely true about a sales force in the field?
They build relationships with customers through face-to-face collaboration
What is the last step in the selling process?
follow up
In which of the following steps of the selling process does a salesperson seek out, clarify, and overcome any customer disapproval to buying?
handling objections
Appliance maker Whirlpool assigns individual teams of salespeople to big retail customers such as Sears, Lowe's, Best Buy, and Home Depot. Each Whirlpool sales team aligns with the large customer's buying team. Whirlpool has most likely adopted a ________ sales-force structure.
market
In which of the following structures does a company organize its sales force along customer or industry lines?
market sales-force structure
Which of the following is an online tool designed to engage customers and move them closer to a direct purchase or other marketing outcome?
marketing Web site
In which step of the selling process does a salesperson learn as much as possible about a prospective customer before making a sales call?
pre-approach
GE employs different sales forces within different product and service divisions of its major businesses. For example, within GE Infrastructure, the company has separate sales forces for aviation, energy, transportation, and water processing products and technologies. GE has most likely adopted a ________ sales-force structure.
product
In which step of the selling process does a salesperson or company identify qualified potential customers?
prospecting
What is the purpose of a sales manager using a time-and-duty analysis?
supervising salespeople
How have social media tools most likely affected personal selling?
reducing the use of person-to-person selling efforts
The presentation stage of the selling process most likely involves ________.
showing how a company's products can solve a customer's problems
Rug Designs Inc, a manufacturer of large area rugs, markets its products throughout the United States using a network of regional sales offices. They are using a ________ sales-force structure.
territorial
A company that sells only one product line to one industry with customers in many locations would typically use a ________.
territorial sales-force structure