Question;95. The sales force?s reports should be exclusively used to evaluate a;sales person?s performance.;96. The majority of sales representatives do not need any special;encouragement and/or special incentives.;97. Regarding the setting of sales quotas, one general view is that a;salesperson?s should be at least equal to last year?s actual sales plus some;percentage increase.;98. Sales research is suggesting;that today?s sales reps are spending;the right amount of time selling and;servicing their ?key? customers.;99. At the heart of a successful sales force is the selection of;effective representatives.;100. New representatives may spend as little as four weeks to as much as 28 weeks;in training depending upon the complexity;of the products and the industry.;Essay;101. The;extraordinary growth of direct marketing can be attributed to many factors with;both consumers and business are benefiting. List some of the factors that are;contributing to the growth of direct marketing.;102. Direct-mail;marketing involves sending an offer, announcement, reminder, or other item to a;person. In the past number of years, direct-mail marketing has passed through a;number of stages. List these stages and explain;?;103. Interactive marketing offers many unique;benefits to the direct marketer. Explain some of the benefits afforded to;marketers of using interactive marketing..;104. Clearly all companies;need to consider and evaluate e-marketing and e-purchasing opportunities. A key;challenge is designing a site that is attractive on first viewing and;interesting enough to encourage repeat visits. Rayport and Jaworski have;proposed that effective Web sites feature seven design elements that they call;the 7Cs. List and explain each of these Cs.;105. The;original and oldest form of direct marketing is the field sales call. No one;debates the importance of the sales;force in its marketing program. However, the term ?sales representative? covers;a broad range of positions, tasks;and responsibilities. List and briefly describe each of the ?positions.?;106. The days;when all the sales force did was ?sell, sell, and sell? are long gone. Today companies need to define the specific objectives they;want their sales force to achieve. The specific allocation scheme depends upon;the kind of products and customers that the salesperson is selling. However;regardless of the selling context, salespeople will have one or more specific tasks;to perform. List these tasks and;explain.;107. Personal;selling is an ancient art. Today companies;spend hundreds of millions of dollars each year to train salespeople. Most;training programs agree on the major steps;involved in any effective sales process. List these six steps.;108. The;majority of sales representatives require encouragement and special incentives.;Most marketers believe that the higher the salesperson?s motivation;the greater the effort and the resulting performance, rewards, and;satisfaction?and thus further motivation.;This thinking is based upon two assumptions.;List and describe these two sales motivating;assumptions.;109. Most;companies set annual quotas. Quotas;can be on dollar sales, unit volume, margin, selling effort or activity and;product type. Compensation is often tied;to the degree of quota attainment.;What problems does the setting of quotas present to both the company and to the sales representative?.;110. At the;heart of a successful sales force is the selection of effective;representatives. Managing the sales force consists of five steps beginning with recruiting and selecting the sales;representatives. List the other four steps;in the process of managing a sales force.;APPLICATION;QUESTIONS;Multiple;Choice;111. You;receive the ?summer catalog? in the mail in the middle of February. This is an;example of you participating in;one of the fastest growing segment for marketers.;a. advertising;b. sales force marketing;c. direct marketing;d. sales promotions;e. direct-order marketing;112. Market;demassification has benefited direct marketers. An example;of this ever-increasing number of market niches would be ________.;a. a full-service clothing firm;b. a general supply firm;c. tools for ?left-handed? individuals;d. Wal-Mart?s e-commerce site;e. none of the above;113. Direct marketers can time their offer to;reach their prospects at the right moment;and as a result receive higher readership because of its applicability. An example of such ?right moment?;timing would be ________.;a. senior citizens receiving offers on;retirement planning;b. parents of new born babies receiving;coupons in the mail;c. ?baby-boomers? receiving information on;first time home ownership;d. generation Xers receiving retirement;planning offers;e. none of the above;114. Some;of the public and ethical issues in direct marketing include irritation;unfairness, deception and fraud, and ________.;a. invasion of privacy;b. smoothness;of the commercials;c. phone calls at the dinner hour;d. prying on the less sophisticated;e. downright illegal activities;115. Your;company uses direct marketing to;reach its customers. Your direct mail pieces include a telephone number and a;Web address. Your company directs;the consumer to visit your Web site and print coupons for your products. This;is an example of what stage of;direct marketing?;a. Carpet bombing;b.;Lifetime value marketing;c. Database marketing;d. Real-time personalized marketing;e. Interactive marketing;116. An objective of a direct-mail campaign is to solicit an order from the prospects.;Your firm?s latest direct-mail offer was mailed to 100,000-targeted consumers.;To date, you have received 2,000 orders to your offer. Based upon what the;industry?s historical order rate runs, has this campaign;been successful?;a. Yes, a 2 percent rate is considered good.;b. No, the 2 percent is below acceptable;standards for a mailing.;c. No, the 2,000 orders does not cover the;marginal costs of the mailing.;d. No, the level is below acceptable levels.;e. Cannot tell without more;information.;117. You;have identified those customers who have purchased ?any? product from your firm;within the last six months.;Additionally, you have identified those customers who have spent at least ?$100?;and those customers who purchase something from your firm three to six times a;year. What formula are you using to select customers for your mailing?;a. distribution, dollar amount;frequency;b.;key customer, minimum amount;frequency;c. recent, often, dollar;d. product, offer, distribution;e. recency, frequency, monetary;amount;118. Because only 2 percent of;the prospects of a direct-mail campaign;results in an order, today direct marketers are measuring the impact of the direct-mail promotion;on ________.;a. exposure;b. ?buzz?;c. interest;d. awareness;e. none of the above;119. Catalog marketing is big;business?about 71 percent of Americans shop from home using catalogs. One of;the factors in the success of a catalog business for a company;is in its ________.;a. the company?s;management team;b.;the company?s product teams;c. how the company;manages its market-management organization;d. how carefully the company;manages its customer lists;e. the strength of the company?s;customer-management organization;120. You have been hired by a firm that receives;calls from customers. This is an example;of a ________.;a. inbound call center;b.;outbound call center;c. telemarketers;d. direct marketing;e. direct-response marketing;121. You call the 800 number from the catalog to order a new CD. Your;call is answered and while you are on the phone, the telemarketer suggests some;additional CDs that you might like based upon your personal preferences. You;agree to purchase these CDs along with membership in the company?s CD club. You have participated in ________.;a. telecoverage;b.;telesales;c. teleprospecting;d. customer service;e. none of the above;122. An;infomercial is the combination of the ?sell? of commercials and the draw of ?educational;information.? This is a form of ________.;a. interactive marketing;b. direct-response advertising;c. telesales;d. telemarketing;e. all of the above;123. The Web;offers the advantage of ?contextual placements.? Marketers can buy ads from;sites that are related to their offerings. An example;of a ?contextual placement? ad would be ________.;a. Johnson and Johnson ads that appear when a;consumer types in the term ?baby?;b. an ad for new cars when the user logs on to;a Web site;c. Johnson and Johnson ads that appear on a;new car dealer?s Web site;d. new car ads that appear when the user types;in the term ?baby?;e. ads for expensive yachts when the term ?bankruptcy?;is typed;124. You are calling on a buyer at a mid-west;industrial supplier and are in the process of using the AIDA and the FABV;approaches. Of the six, generally accepted steps;in the sales process, which step uses these two selling approaches?;a. Presentation and demonstration;b. Overcoming objections;c. Preapproach;d. Closing;e. Prospecting and qualifying;125. You are about to conduct;a performance appraisal of one of your salespeople. Included in your portfolio is the salesperson?s;activity plans, write-ups of;activity plans, call reports, and annual territory marketing plan. One type of;evaluation that you can conduct ________.;a. compares;current performance to the groups;performance;b. compares;current performance to quota;c. compares current performance to past performance;d. compares current performance to ?mean?;e. compares;current performance to other individual?s performances;126. The majority of sales;representatives require encouragement and special incentives. The use of cash;company cars, vacations, and special;?gifts? to motivate salespeople are;examples of what type of rewards?;a. Monetary;b. Physical;c. Value driven;d. Intrinsic;e. Extrinsic;127. Conventional;wisdom is that profits are maximized by sales reps;focusing on the more important products and more;profitable products. When the firm launches or is planning on launching a;number of new products in succession, how should the company;adjust the sales force?;a. Increase the quotas on the new items to the;sales force.;b.;Increase the compensation on;the existing line of products.;c. Tell the sales force to sell the new items;at the expense of existing lines.;d. Increase the compensation;on the new items.;e. It;should expand the sales force.;128. Selecting;the right sales representatives is the heart of a successful sales force. The;characteristics of a ?successful? sales representative are well known. A;successful sales representative will possess ________.;a. attitude;b.;reliable;c. knowledgeable;d. lifestyle;e. all;of the above;129. The term ?sales;representative? covers a broad range of positions. You have been hired by a firm as a sales representative.;Your job description reads as follows;?The;key duty of the sales representative is to solve the customer?s problems, using;the company?s products.? You are a;sales representative.;a. deliverer;b.;technician;c. missionary;d. demand creator;e. solution vendor;130. Your company has customer service representatives who;provide you with leads, writes up proposals, fulfill orders, and provide;postsale support. Your responsibilities are to concentrate on the larger;accounts, with more complex and customized needs. This is an example of a(n) ________.;a. telemarketer;b.;account management sales force;c. leveraged sales force;d. direct sales force;e. none of the above;Short;Answer;131. In direct-order;marketing, most direct marketers;seek a measurable response. Define what the direct marketer is looking for.;132. Direct marketing benefits;customers in many ways. List some of the ways that direct marketing benefits;the consumer..;133. Why is direct mail a;popular medium with marketers today?;134. One of the great advantages;of direct marketing is the ability to test, under real marketplace conditions;different elements of an offer strategy. The response rate is only a part of;the campaign?s impact. Explain what other factors direct mail;influences that direct marketers? measure?;135. List the;ways television is used by direct marketers.;136. The;Internet provides marketers and consumers with opportunities for much greater;interaction and individualization. The exchange process in the age of;information, however, has become increasingly customer-initiated and;customer-controlled. Explain this statement.;137. Interactive marketing;offers many unique benefits. List and identify these benefits.;138. One of the important guidelines for pioneering e-mail marketing;is for the provider to ?give the customer a reason to respond.? Explain.;139.;Salespeople;have specific tasks to perform to;make a sale. List these specific tasks.;140. To;attract top-quality sales reps, a company has to develop an attractive compensation package. The four components of sales force compensation;include?;141. With compensation plans that combine fixed and variable;pay, companies may link the variable;portion of a salesperson?s pay to a wide variety of goals. Some of these other ?goals?;include?;142. Studies have shown that;the best sales reps are those who;manage their time efficiently. One planning tool is time-and-duty analysis.;Describe this analysis.;143. Some companies are dropping quotas as a means of measuring;the effectiveness of its sales representatives in favor of other types of;measures. Define and explain what some of these other measures might be.;144. An;effective sales presentation contains six steps.;List these steps in the order that;they occur.;145. You are;about to enter into a negotiated exchange for the sale of computer mainframes to a key customer. What issues are;generally negotiated or up for negotiation?.;146.;Why;does where the company?s products;are sold and to whom they are sold have implications;for the sales force structure?;147. Today in;order to maintain a market focus companies;are requiring that its salespeople are marketers as well as salespeople.;Explain some of the additional skills required of salespeople in their role as;marketers.;148. The;hottest growth area for online promotions;is in the area of search-related ads. Define and explain search-related ads in;the context of Internet advertising.;Sales personnel serve as the company?s personal link to the customers. List some of;the ?services? provided by sales representatives..;150. You work for a company that ?manages its customers? as much as it ?manages;its products,? and whose focus is on providing value to their customers. This;firm is practicing what form of marketing?
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