MKT 4423 - Chapter 3 TB

The ________ provides direction for strategy development and execution throughout the organization. a. mission statement b. strategy statement c. corporate plan d. business unit portfolio e. goal statement

A

Which of the following is not one of the characteristics of collaborative relationships? a. focus on selling products b. provide a customized offering c. serve a limited number of customers d. involve a long-term perspective e. center on adding value

A

A __________ selling strategy is the most appropriate strategy to use with a partnership relationship strategy. a. problem solving b. consultative c. need satisfaction d. mental states e. stimulus response

B

Advertising-driven marketing communications strategies are best when all of the following characteristics exist except a. There are many buyers. b. Buyers are concentrated geographically. c. Purchase information needs are low. d. Purchases are not important. e. Products being purchased are low in complexity.

B

Sales strategy should be based on an understanding of all of the following critical elements of organizational buyer behavior except a. buying needs. b. buying discrimination. c. buying process. d. buying situation. e. buying center.

B

Which of the following is not one of the steps in corporate strategy development as outlined in the text? a. Determining corporate mission and objectives. b. The development of an account management strategy. c. Defining strategic business units. d. Setting objectives and resource allocations for each strategic business unit. e. Analyzing the corporate situation to identify potential opportunities and threats.

B

Which of the following is the first phase in the buying process? a. Description of the characteristics of the item and the quantity needed. b. Recognition of problem or need. c. Description of the characteristics of the item and quantity needed. d. Search for and qualification of potential sources. e. Acquisition and analysis of proposals.

B

___ _ is the only promotional tool that consists of personal communication between seller and buyer. a. Sales promotion b. Personal selling c. Advertising d. Public relations e. Publicity

B

Independent representatives can be characterized as a. the company's salesforce for industrial products. b. the end users for a company's product. c. independent sales organizations that sell complementary, but noncompeting, products from different manufacturers. d. channel middlemen that take title to the goods. e. channel middlemen that sell only in certain industries.

C

Personal selling driven strategies are appropriate when a. the market consists of only a few buyers scattered rather thinly over an area. b. a professional buyer is involved and does not need much information. c. the product is complex. d. the purchase is relatively unimportant. e. service after the sale is not necessary.

C

The preferred marketing communications tool for business marketing is a. public relations. b. advertising. c. personal selling. d. publicity. e. sales promotion.

C

Which of the following statements regarding the marketing communications mix is false? a. The marketing communications mix should be consistent with the other elements of the marketing mix. b. An effective marketing communications mix must capitalize on the advantages of each marketing communications tool. c. In consumer marketing situations, the preferred marketing communications tool is personal selling. d. The benefits of personal selling may outweigh the costs in certain types of product/market situations. e. Firms in the direct selling industry, such as Avon and Mary Kay, use an atypical marketing communications strategy.

C

All of the following would suggest the use of personal selling-driven marketing communications strategies except when a. trying to close the sale. b. the message timing is important. c. message flexibility is important. d. repetitive contact is important. e. reaction speed is important.

D

An example of one effect of integration of advertising and personal selling would be a. salespeople cold canvass to find interested prospects, then ask them to watch a videotape advertising their product. b. an advertisement gives a toll-free number where customers can call to place their order. c. a commercial on television promises a satisfaction guarantee on their product to potential customers. d. advertising is used to generate sales leads, which are then turned over to the salesforce to close the sale. e. qualified customers are located through the company's directories and then called on by the salesforce.

D

One definition of an SBU is a. a qualitative description of the firm's strategic orientation in relation to customers and markets, products and services, geographic scope, and technology. b. the method by which corporate management implements, evaluates, and controls the corporate strategic plan. c. the corporate growth orientation of the firm. d. a designated unit within a corporation that is operated like an individual business. e. the firm's decision regarding market share objectives for different product lines.

D

The most successful mission statements are a. simple. b. complete. c. communicated directly to salespeople. d. all of the above.

D

Which of the following is not an advantage of using independent sales representatives over company salesforces? a. The use of independent reps provides improved cash flow since payments to reps are typically not made until customers have paid for their purchases. b. The use of independent reps can provide greater territory coverage since companies can employ more reps than company salespeople for the same cost. c. Companies can usually penetrate new markets faster using reps because of their established customer relationships. d. Companies can maintain better control over the rep's selling activities than they can over a company salesforce. e. Independent reps provide a professional selling capability that is difficult to match with company salespeople.

D

Which of the following is one of the steps in corporate strategy development? a. Developing a marketing mix to serve a target market. b. The development of an account management strategy. c. Developing a corporate strategy for each of the SBUs. d. Determining the amount to spend on the personal selling function. e. Analyzing the corporate situation to identify potential opportunities and threats.

E

At lower sales levels, using a company salesforce will normally be more cost-effective than using a rep organization.

False

Independent representatives are channel middlemen that take title to the goods that they market to end users.

False

Most independent rep agencies have close to 100 salespeople and support staff.

False

An SBU usually has its own sales organization with sales managers and salespeople

True

Most independent rep agencies are small.

True

One of the keys to integrating marketing communications successfully is greater coordination between the marketing and sales functions

True

One step in the process of developing a corporate strategy is the determination of the corporate mission and objectives.

True

The corporate mission statement has a direct effect on sales management activities.

True

The definition of SBUs must be consistent with the strategic orientation of the corporation.

True

The different strategies at different levels of the organization must be consistent and integrated for the firm to perform successfully.

True

The major disadvantage of personal selling is the high cost to reach each member of the audience.

True

The most successful approach to utilizing the mission statement appears to be when the complete corporate mission statement is simplified and communicated directly to salespeople.

True