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