14 Aug Chapter 19: Managing Personal Communications: Direct Marketing and Personal Sell

Chapter 19:
Managing Personal
Communications:
Direct Marketing and Personal
Selling

GENERAL
CONCEPT QUESTIONS

Multiple
Choice

1. Direct
marketing is the use of consumer-direct channels to reach and deliver goods and
services to customers without using marketing middlemen. These channels include
direct mail, catalogs, Web sites, interactive TV, and ________.
a.
telemarketing
b. bounce-back
coupons
c. billboards
d. coupons
e. none of the
above

2. Direct marketers seek a
measurable response, typically a customer order. This is sometimes called ________.

a. benchmarking
b. direct
marketing
c. first time
ordering
d. direct-order
marketing
e. direct-access
marketing

3. The extraordinary growth of
direct marketing is the result of many factors. These include higher costs of
driving, traffic congestion, parking headaches, and ________.
a. retailers
not having interesting sales
b. too few new
retailers
c. too many new
items to choose from
d. lack of
interest in shopping malls
e. lack of
time

4. Direct
marketers can use a number of channels to reach individual prospects and
customers. These include ________.
a. direct
mail
b. telemarketing
c. catalog
marketing
d.
kiosk marketing
e.
all of the above

5. Direct marketing permits the ________
of alternative media and messages in search of the most
cost-effective approach.
a. accent
b. use of
c. testing
d. outsourcing
e. implementation

6. In constructing an effective
direct-mail campaign, marketers must
decide on their objectives, target markets, and prospects; offer elements,
means of testing the campaign, and ________.

a. measures of campaign success

b. advertising campaign
c. sales promotions
d. salespeoples input
e. managements input

7. A direct mail
campaign that has an order-response
rate of ________ is considered a
success.
a. 5 percent
b. 3
percent
c. 2
percent
d. 10
percent
e. 15
percent

8. Direct marketers need to identify the characteristics of prospects
and customers who are most able,
willing, and ________.
a. ready
to buy
b.
skilled at buying
c. allowed
to buy
d. permitted
to buy
e.. authorized
to buy

9. Direct-mail
prospects can be identified on the basis of such variables as age, sex, income,
education and ________.
a. banking
practices
b. previous
mail-order purchases
c. previous
purchases
d. response to
mail-order catalogs
e. telemarketing
response

10. Once the target market is
defined, the marketer needs to obtain specific names. The companys best prospects are customers who have bought
in the past. Additional names can be obtained by purchasing a list of names.
The better lists include overlays of
________ and ________ information
a. financial/buying
groups
b. demographic/financial
c. opinions/interests
d. demographic/attitudes
e. demographic/psychographic

11. One of the great advantages of direct marketing is the ability to
test, under real marketplace conditions, different elements of an offer
strategy. An example of an offer
strategy would be a(n) ________.
a. copy
platform
b. test market
c. list
d. consumer
response
e. order

12. Catalog shopping is big business, about ________ of Americans shop
from home using catalogs.
a. 90
percent
b. 60 percent
c. 50 percent
d. 45 percent
e. 71 percent

13. Call centers that receive
calls from customers are called ________.
a.
teleprospecting
b. telesales
c. telecoverage
d. outbound
telemarketing
e. inbound
telemarketing

14. Call centers that initiate calls to prospects and customers are
called _________.
a.
teleprospecting
b. telesales
c. telecoverage
d. outbound
telemarketing
e. inbound
telemarketing

15. Companies
conduct four types of telemarketing. These four types are: customer services
and technical support, teleprospecting, telesales, and ________.
a. telemarketing
b. telecoverage

c. direct
response
d. outbound
calling
e. none of the
above

16. Other
media for direct-response marketing includes television. Television is used by
direct marketers in conducting or producing infomercials, videotext and
interactive TV, and ________.
a. ad
campaigns
b. direct
response
c. at-home
shopping channels
d. commercials

e. kiosks

17. The
exchange process in the age of information has become increasingly
customer-initiated and ________.
a. market
specific
b. customer-controlled

c. marketer-orientated
d. private
e. marketer-controlled

18. The Internet provides
marketers and consumers with opportunities for much greater interaction and ________.
a. ease
of use
b. speed
c. specificity
d. convenience
e. individualization

19. One
of the benefits of interactive marketing is that it is highly accountable and
its ________ can be easily traced.
a. buyers
b. sales

c. effects
d. sellers
e. costs

20. All companies need to
consider and evaluate e-marketing and e-purchasing opportunities. Visitors to a
Web site will judge its performance on its ease of use and its physical
attractiveness. Ease-of-use breaks
down into three attributes: the Web site downloads quickly, the first page is
easy to understand, and ________.
a.
the Web site interacts with the visitor in some manner
b. the visitor
finds it easy to order
c. the visitor
finds it easy to navigate to other pages that open quickly
d. the visitor
can easily see the product selected
e. the visitor
is entertained

21. For a Web site, physical
attractiveness is determined by three factors. These are: good use of color and
sound, b) pages are clean and not overly
crammed, and ________.
a.
the site has ease of navigation
b. use of
quickly loading pages
c. use of
attractive colors and music
d. the site has
plenty of color photos
e. the
typefaces and fonts are very readable

22. The definition of banner ads is ________.
a. large
ads shown on the screen for complementary
products
b. ads
that appear in the users e-mail
c. ads
that the user clicks to see
d. small,
rectangular boxes containing text and perhaps
a picture
e. ads
that pop up on the users screen from time to time

23. A ________ is
a limited area on the Web managed and paid for by an external advertisers/company.
a. related
ad
b. pop-up
ad
c. banner ad
d. microsite
e. interstitials
24. In the world of the Internet, the hottest growth area right
now is in the area of search terms. Search terms are a proxy for the consumers
consumption interests and relevant
links to product or service
offerings are listed along side the search results. These ads are called ________.
a. search-related
ads
b. pop-up ads
c. interstitials
d. content
advertising
e. none of the
above

25. An important guideline to be followed in conducting an
e-mail campaign (to do it right) is
to ________.
a. personalize
the e-mail with the subscribers first and last name
b. make the
consumer the same offering as in your direct-mail campaign
c. make it
difficult for the consumer to unsubscribe from your list
d. update your
e-mail lists once or twice a year
e. offer
something the customer could not get via direct mail

26. The original
and oldest form of direct marketing is the ________.
a. billboards

b. Internet
commerce
c. direct
mail
d. telephone
sales
e. field
sales calls

27. Nearly ________ of the total workforce work full-time in sales
occupations.
a. 12 percent
b. 20 percent
c. 30 percent
d. 5 percent
e. 2 percent
28. The term sales representative
covers a broad range of positions. A ________ is an individual whose major task
is the delivery of a product.
a. order taker
b. demand
creator
c. technician
d. deliverer
e. missionary

29. The term sales
representative covers a broad range of positions. We call a sales
representative whose expertise is in the solving of a customers problem a ________.

a. order taker
b. missionary
c. technician
d. solution
vendor
e. demand
creator

30. The sales force performs a
number of specific tasks. ________
is conducting market research and doing intelligence work.
a. Servicing
b. Communicating

c. Targeting
d. Prospecting
e. Information
gathering

31. Most companies
today are moving to the concept of a
leveraged sales force which is defined as ________.
a. using
overseas inbound sales centers and a direct sales force
b. using a
combination of telemarketers and the Web for ordering
c. using a
combination of inside salespeople and telemarketers
d. using a
direct sales force, a representative sales force, and inside salespeople
e. using a
combination of sales force, inside salespeople, and through the Web
ordering

32. A _________
consists of full- or part-time paid employees
who work exclusively for the company.

a. independent
contractors
b. agents
c. brokers
d. direct sales
force
e. manufacturer
representatives

33. To attract
top-quality sales reps a company must develop an attractive compensation program. The four components of sales force compensation
includes ________.
a. variable amount (bonuses)
b. fixed amount
(salary
c. expense allowances
d. benefits
e. all of the above

34. ________ compensation receives more
emphasis in jobs with a high ratio
of nonselling to selling duties and in jobs where the selling task is
technically complex and involves
team work
a. Commission
b. Estimated
c. Combination
d. Variable
e. Fixed

35. ________ compensation receives more
emphasis in jobs where sales are
cyclical or depend on individual initiative.
a. Variable
b. Fixed
c. Commission
d. Ratio
e. None of the
above

36. At the heart of a successful sales force is the selection of
effective representatives. One survey revealed that the top 27 percent of the
sales force brought in ________ of all sales.
a. 60
percent
b. 20
percent
c. 80
percent
d. 52 percent
e. 45
percent
37. The average sales person
turnover rate for all industries almost
________.
a. 60
percent
b. 20
percent
c. 80
percent
d. 52 percent
e. 45
percent

38. Todays
customers expect a salesperson have deep product knowledge, to be efficient and
reliable and, to ________ ideas to improve
the customers operations, are forcing companies
to make higher investments in training.
a. add
b. listen to new
c. promote
new
d. foster new
e. none of the above

39. Training of salespeople vary
by industry and the complexity of
the products. For example, the
medium training period is ________ in industrial-products companies versus four for consumer-products companies.
a. 30 weeks
b. 8 weeks
c. 10 weeks
d. 28 weeks
e. 12 weeks

40. Studies have shown that the
best salespeople are those who manage their time efficiently. Face-to-face
selling time has decreased to as little as ________ of total working time.
a. 29 percent

b. 45 percent
c. 10 percent
d. 60 percent
e. none of th
41. Inside salespeople are of three types. These include the technical
support people, the sales assistants, and the _________ who use the phone to
find new leads and pass these leads onto the sales representatives.
a. marketing
assistants
b. office
assistants
c. telemarketers

d. support
people
e. sales
assistants
42. The majority of sales representatives
require encouragement and special incentives. To increase motivation, marketers reinforce intrinsic and ________
rewards of all types.
a. extrinsic
b. external
c. personal
d. financial
e. none of the
above

43. Many companies
set annual sales quotas. Quotas can be set on dollar sales, selling effort or
activity, margin, product type, and ________.
a. attendance
b. close ratio
c. call ratio
d. unit volume
e. selling
price

44. A downside of
sales quotas is that they ________ reps
to get as much business as possible often at the expense of customer
satisfaction.
a. drive
b. allow
c. ignore
d. compensate
e. none of the
above

45. The most important
source of information about reps is
sales reports. Sales reports are divided between activity plans and ________.
a. call reports
b. written
objectives
c. daily plans
of action
d. activity
reports
e. write-ups of activity results

46. Many companies require
representatives to develop an annual territory-marketing plan in which they
outline their program for increasing business in the existing accounts. Sales
managers use these to develop ________.
a. performance
standards
b. company objectives
c. sales quotas
d. sales
objectives
e. estimate the
number of salespeople needed

47. The sales
forces reports along with other observations supply the raw material for
evaluation. One type of evaluation compares
past performance to ________.
a. mean
performance
b. managers
performance
c. current
performance
d. group performance

e. key
individuals performance

48. Performance evaluations can
also assess the salespersons knowledge of the company,
products, customers, territory, responsibilities, and ________.
a. customers
b. managers
c. competitors
d. colleagues
e. markets

49. Effective salespeople have more
than instinct; they are trained in methods of ________ and ________.
a. profitability/analysis
b. analysis/customer management
c. customer management/time
management
d. pricing/time management
e. time/territory management

50. The first step in the process of selling is to find ________.
a. prospects
b. preapproach
c. approach
d.
presentation
e. closing

51. If the salesperson is learning about the prospect and sets call
objectives to qualify the prospect, the salesperson is in what step in the
selling process?
a. Preapproach
b. Prospects
c. Presentation
d. Closing
e. Follow-up

52.In this step, the
salesperson is telling the story of his product or service.
a. Preapproach
b. Prospects
c. Presentation
d. Closing
e. Follow-up

Chapter 19:Managing Personal
Communications:Direct Marketing and Personal
SellingGENERAL
CONCEPT QUESTIONSMultiple
Choice 1. Direct
marketing is the use of consumer-direct channels to reach and deliver goods and
services to customers without using marketing middlemen. These channels include
direct mail, catalogs, Web sites, interactive TV, and ________. a.
telemarketing b. bounce-back
coupons c. billboardsd. coupons e. none of the
above 2. Direct marketers seek a
measurable response, typically a customer order. This is sometimes called ________.
a. benchmarkingb. direct
marketing c. first time
ordering d. direct-order
marketing e. direct-access
marketing 3. The extraordinary growth of
direct marketing is the result of many factors. These include higher costs of
driving, traffic congestion, parking headaches, and ________. a. retailers
not having interesting sales b. too few new
retailers c. too many new
items to choose from d. lack of
interest in shopping malls e. lack of
time 4. Direct
marketers can use a number of channels to reach individual prospects and
customers. These include ________. a. direct
mail b. telemarketingc. catalog
marketing d.
kiosk marketing e.
all of the above 5. Direct marketing permits the ________
of alternative media and messages in search of the most
cost-effective approach. a. accent b. use of c. testing d. outsourcing e. implementation 6. In constructing an effective
direct-mail campaign, marketers must
decide on their objectives, target markets, and prospects; offer elements,
means of testing the campaign, and ________.
a. measures of campaign success
b. advertising campaign c. sales promotionsd. salespeoples input e. managements input
7. A direct mail
campaign that has an order-response
rate of ________ is considered a
success. a. 5 percentb. 3
percent c. 2
percent d. 10
percent e. 15
percent 8. Direct marketers need to identify the characteristics of prospects
and customers who are most able,
willing, and ________.a. ready
to buyb.
skilled at buying c. allowed
to buy d. permitted
to buy e.. authorized
to buy 9. Direct-mail
prospects can be identified on the basis of such variables as age, sex, income,
education and ________. a. banking
practicesb. previous
mail-order purchases c. previous
purchases d. response to
mail-order catalogse. telemarketing
response 10. Once the target market is
defined, the marketer needs to obtain specific names. The companys best prospects are customers who have bought
in the past. Additional names can be obtained by purchasing a list of names.
The better lists include overlays of
________ and ________ informationa. financial/buying
groups b. demographic/financial c. opinions/interestsd. demographic/attitudese. demographic/psychographic 11. One of the great advantages of direct marketing is the ability to
test, under real marketplace conditions, different elements of an offer
strategy. An example of an offer
strategy would be a(n) ________. a. copy
platform b. test marketc. list d. consumer
response e. order 12. Catalog shopping is big business, about ________ of Americans shop
from home using catalogs. a. 90
percent b. 60 percentc. 50 percentd. 45 percent e. 71 percent 13. Call centers that receive
calls from customers are called ________.a.
teleprospecting b. telesalesc. telecoveraged. outbound
telemarketing e. inbound
telemarketing 14. Call centers that initiate calls to prospects and customers are
called _________.a.
teleprospecting b. telesalesc. telecoveraged. outbound
telemarketing e. inbound
telemarketing 15. Companies
conduct four types of telemarketing. These four types are: customer services
and technical support, teleprospecting, telesales, and ________. a. telemarketingb. telecoverage
c. direct
response d. outbound
callinge. none of the
above 16. Other
media for direct-response marketing includes television. Television is used by
direct marketers in conducting or producing infomercials, videotext and
interactive TV, and ________. a. ad
campaigns b. direct
response c. at-home
shopping channels d. commercials
e. kiosks 17. The
exchange process in the age of information has become increasingly
customer-initiated and ________. a. market
specificb. customer-controlled
c. marketer-orientated d. privatee. marketer-controlled
18. The Internet provides
marketers and consumers with opportunities for much greater interaction and ________.a. ease
of use b. speedc. specificity d. conveniencee. individualization
19. One
of the benefits of interactive marketing is that it is highly accountable and
its ________ can be easily traced. a. buyersb. sales
c. effects d. sellerse. costs
20. All companies need to
consider and evaluate e-marketing and e-purchasing opportunities. Visitors to a
Web site will judge its performance on its ease of use and its physical
attractiveness. Ease-of-use breaks
down into three attributes: the Web site downloads quickly, the first page is
easy to understand, and ________. a.
the Web site interacts with the visitor in some manner b. the visitor
finds it easy to orderc. the visitor
finds it easy to navigate to other pages that open quickly d. the visitor
can easily see the product selected e. the visitor
is entertained 21. For a Web site, physical
attractiveness is determined by three factors. These are: good use of color and
sound, b) pages are clean and not overly
crammed, and ________. a.
the site has ease of navigation b. use of
quickly loading pagesc. use of
attractive colors and music d. the site has
plenty of color photos e. the
typefaces and fonts are very readable 22. The definition of banner ads is ________. a. large
ads shown on the screen for complementary
products b. ads
that appear in the users e-mail c. ads
that the user clicks to see d. small,
rectangular boxes containing text and perhaps
a picture e. ads
that pop up on the users screen from time to time 23. A ________ is
a limited area on the Web managed and paid for by an external advertisers/company. a. related
ad b. pop-up
ad c. banner ad d. microsite e. interstitials 24. In the world of the Internet, the hottest growth area right
now is in the area of search terms. Search terms are a proxy for the consumers
consumption interests and relevant
links to product or service
offerings are listed along side the search results. These ads are called ________.a. search-related
ads b. pop-up adsc. interstitialsd. content
advertising e. none of the
above 25. An important guideline to be followed in conducting an
e-mail campaign (to do it right) is
to ________. a. personalize
the e-mail with the subscribers first and last name b. make the
consumer the same offering as in your direct-mail campaignc. make it
difficult for the consumer to unsubscribe from your listd. update your
e-mail lists once or twice a year e. offer
something the customer could not get via direct mail 26. The original
and oldest form of direct marketing is the ________. a. billboards
b. Internet
commercec. direct
mail d. telephone
sales e. field
sales calls 27. Nearly ________ of the total workforce work full-time in sales
occupations. a. 12 percent b. 20 percent c. 30 percent d. 5 percent e. 2 percent 28. The term sales representative
covers a broad range of positions. A ________ is an individual whose major task
is the delivery of a product. a. order takerb. demand
creator c. techniciand. deliverer e. missionary 29. The term sales
representative covers a broad range of positions. We call a sales
representative whose expertise is in the solving of a customers problem a ________.
a. order taker b. missionary c. technician d. solution
vendore. demand
creator 30. The sales force performs a
number of specific tasks. ________
is conducting market research and doing intelligence work. a. Servicing b. Communicating
c. Targeting d. Prospectinge. Information
gathering 31. Most companies
today are moving to the concept of a
leveraged sales force which is defined as ________. a. using
overseas inbound sales centers and a direct sales force b. using a
combination of telemarketers and the Web for ordering c. using a
combination of inside salespeople and telemarketers d. using a
direct sales force, a representative sales force, and inside salespeople e. using a
combination of sales force, inside salespeople, and through the Web
ordering 32. A _________
consists of full- or part-time paid employees
who work exclusively for the company.
a. independent
contractors b. agentsc. brokersd. direct sales
force e. manufacturer
representatives 33. To attract
top-quality sales reps a company must develop an attractive compensation program. The four components of sales force compensation
includes ________.a. variable amount (bonuses) b. fixed amount
(salary c. expense allowances d. benefits e. all of the above 34. ________ compensation receives more
emphasis in jobs with a high ratio
of nonselling to selling duties and in jobs where the selling task is
technically complex and involves
team work a. Commission b. Estimated c. Combination d. Variable e. Fixed 35. ________ compensation receives more
emphasis in jobs where sales are
cyclical or depend on individual initiative. a. Variable b. Fixed c. Commission d. Ratioe. None of the
above 36. At the heart of a successful sales force is the selection of
effective representatives. One survey revealed that the top 27 percent of the
sales force brought in ________ of all sales. a. 60
percentb. 20
percentc. 80
percentd. 52 percent e. 45
percent37. The average sales person
turnover rate for all industries almost
________. a. 60
percentb. 20
percentc. 80
percentd. 52 percent e. 45
percent38. Todays
customers expect a salesperson have deep product knowledge, to be efficient and
reliable and, to ________ ideas to improve
the customers operations, are forcing companies
to make higher investments in training. a. add b. listen to new c. promote
new d. foster new e. none of the above 39. Training of salespeople vary
by industry and the complexity of
the products. For example, the
medium training period is ________ in industrial-products companies versus four for consumer-products companies. a. 30 weeksb. 8 weeksc. 10 weeksd. 28 weekse. 12 weeks 40. Studies have shown that the
best salespeople are those who manage their time efficiently. Face-to-face
selling time has decreased to as little as ________ of total working time. a. 29 percent
b. 45 percent c. 10 percent d. 60 percent e. none of th41. Inside salespeople are of three types. These include the technical
support people, the sales assistants, and the _________ who use the phone to
find new leads and pass these leads onto the sales representatives. a. marketing
assistants b. office
assistants c. telemarketers
d. support
people e. sales
assistants 42. The majority of sales representatives
require encouragement and special incentives. To increase motivation, marketers reinforce intrinsic and ________
rewards of all types. a. extrinsic b. external c. personal d. financial e. none of the
above 43. Many companies
set annual sales quotas. Quotas can be set on dollar sales, selling effort or
activity, margin, product type, and ________. a. attendance b. close ratio c. call ratio d. unit volumee. selling
price 44. A downside of
sales quotas is that they ________ reps
to get as much business as possible often at the expense of customer
satisfaction. a. drive b. allow c. ignore d. compensatee. none of the
above 45. The most important
source of information about reps is
sales reports. Sales reports are divided between activity plans and ________. a. call reports b. written
objectives c. daily plans
of action d. activity
reports e. write-ups of activity results 46. Many companies require
representatives to develop an annual territory-marketing plan in which they
outline their program for increasing business in the existing accounts. Sales
managers use these to develop ________. a. performance
standards b. company objectives c. sales quotas d. sales
objectives e. estimate the
number of salespeople needed47. The sales
forces reports along with other observations supply the raw material for
evaluation. One type of evaluation compares
past performance to ________. a. mean
performance b. managers
performancec. current
performance d. group performance
e. key
individuals performance 48. Performance evaluations can
also assess the salespersons knowledge of the company,
products, customers, territory, responsibilities, and ________. a. customers b. managers c. competitors d. colleagues e. markets 49. Effective salespeople have more
than instinct; they are trained in methods of ________ and ________. a. profitability/analysis b. analysis/customer management c. customer management/time
management d. pricing/time management e. time/territory management 50. The first step in the process of selling is to find ________. a. prospectsb. preapproachc. approachd.
presentatione. closing 51. If the salesperson is learning about the prospect and sets call
objectives to qualify the prospect, the salesperson is in what step in the
selling process?a. Preapproach b. Prospects c. Presentation d. Closinge. Follow-up 52.In this step, the
salesperson is telling the story of his product or service. a. Preapproach b. Prospects c. Presentation d. Closinge. Follow-up

Our website has a team of professional writers who can help you write any of your homework. They will write your papers from scratch. We also have a team of editors just to make sure all papers are of HIGH QUALITY & PLAGIARISM FREE. To make an Order you only need to click Ask A Question and we will direct you to our Order Page at WriteDemy. Then fill Our Order Form with all your assignment instructions. Select your deadline and pay for your paper. You will get it few hours before your set deadline.