14 Aug 95. The sales forces reports should be exclusively used to evaluate a sales pers

95. The sales forces reports should be exclusively used to evaluate a
sales persons 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
salespersons should be at least equal to last years actual sales plus some
percentage increase.

98. Sales research is suggesting
that todays 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 salespersons motivation,
the greater the effort and the resulting performance, rewards, and
satisfactionand 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-Marts 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 firms 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
industrys 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
businessabout 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 companys
management team
b.
the companys 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 companys
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 companys 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 dealers 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 salespersons
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 individuals 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 customers problems, using
the companys 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 campaigns 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 salespersons 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 companys 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 companys 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?

95. The sales forces reports should be exclusively used to evaluate a
sales persons 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
salespersons should be at least equal to last years actual sales plus some
percentage increase. 98. Sales research is suggesting
that todays 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 salespersons motivation,
the greater the effort and the resulting performance, rewards, and
satisfactionand 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
QUESTIONSMultiple
Choice111. 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. advertisingb. sales force marketing c. direct marketing d. sales promotionse. 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-Marts e-commerce sitee. 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 planningb. parents of new born babies receiving
coupons in the mail c. baby-boomers receiving information on
first time home ownershipd. generation Xers receiving retirement
planning offers e. none of the above114. 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 hourd. prying on the less sophisticatede. 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 firms 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
industrys 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,
frequencyb.
key customer, minimum amount,
frequencyc. recent, often, dollard. 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. buzzc. interestd. awarenesse. none of the above
119. Catalog marketing is big
businessabout 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 companys
management team b.
the companys product teamsc. how the company
manages its market-management organization d. how carefully the company
manages its customer lists e. the strength of the companys
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 centerb.
outbound call centerc. telemarketersd. 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 companys CD club. You have participated in ________. a. telecoverageb.
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 babyb. an ad for new cars when the user logs on to
a Web sitec. Johnson and Johnson ads that appear on a
new car dealers Web site d. new car ads that appear when the user types
in the term babye. 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 salespersons
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 meane. compares
current performance to other individuals 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. knowledgeabled. lifestylee. all
of the above129. 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 customers problems, using
the companys products. You are a ________
sales representative. a. delivererb.
technicianc. missionaryd. demand creatore. 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. telemarketerb.
account management sales force c. leveraged sales force d. direct sales force e. none of the above Short
Answer131. 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 campaigns 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 salespersons 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 companys 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 companys 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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