MKT 475 Week 9 Quiz – Strayer
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Quiz
8 Chapter 13
Sales, Digital, and Direct
Marketing Strategies
True/False
Questions
1. The
final step in a salesforce strategy is designing the sales organizations.
3
2.
Sales quotas are used to state the management’s expected sales results.
3
3.
Transactional selling is not restricted to small, low-volume buyers.
3
4.
The new business selling strategy is based on firms selling to an existing
customer base and providing technical and application assistance.
3
5.
Trade selling provides assistance and support to value chain members rather
than obtaining sales.
3
6.
If a customer base displays substantial differences in purchasing power and
servicing requirements, then the use of a single salesforce channel is
appropriate.
3
7.
If the product or the customer base does not dominate design considerations, a
geographical sales organization is used.
3
8.
Single-factor models analyze the profit performance of accounts or trading
areas as the basis to estimate the profit impact of adding more salespeople.
3
9.
In social media–based positioning attempts, the goal is to create a community
providing only functional benefits.
392
10.
In direct marketing, accuracy of targeting is only as good as the lists used to
access potential buyers.
400
Multiple
Choice Questions
11. Which
of the following initiatives of forming a salesforce strategy requires deciding
how personal selling is expected to contribute to the marketing program?
A. Determining the role of the
sales force in the promotion strategy
B. Selecting the selling process
C. Deciding if and how
alternative sales channels will be utilized
D. Designing the sales
3
12. Which of the following initiatives is the second
step in building a salesforce strategy?
A. Determining the role of the
sales force in the promotion strategy
B. Select the selling process
C. Deciding if and how
alternative sales channels will be utilized
D. Designing the sales
organization
3
13. _____ selling involves obtaining sales from
first-time buyers, who may be one-time purchasers or repeat
buyers.
A. Missionary
B. Trade selling
C. New
business
D. Consultative
3
14. _____
selling provides assistance and support to value chain members rather than
obtaining sales.
A. New business
B. Consultative/technical
C. Missionary
D. Trade
3
15. _____selling
is a form of selling in which the salespeople work with the customers of a
channel member to encourage them to purchase the producer's product from the
channel member.
A. Missionary
B. Trade
C. New
business
D. Consultative/technical
3
16. _____
is targeted at an existing customer base and provides technical and application
assistance. These positions may involve the sales of complex equipment or
services.
A. New
business selling
B. Consultative selling
C. Missionary
selling
D. Trade selling
3
17. Sales
representatives of Oasis Travels collaborate with various hotels across the
state to get customers to book package tours. Which of the following sales
positions do the salespeople of Oasis Travels hold?
A. New
business selling
B. Consultative selling
C. Missionary
selling
D. Trade selling
3
18.
Which of the following activities does a selling process include?
A. Advertising the product
B.
Training the salespeople
C. Prospecting for suppliers
D. Presenting the sales message
3
19.
Which of the following activities would most likely be the first in the selling
process?
A.
Prospecting for customers
B.
Opening relationships
C.
Presenting the sales message
D.
Training salespeople
3
20.Which
of the following sales organization designs is most appropriate when customer
needs are different and the product offering is simple?
A.
Product-driven
B.
Market-driven
C.
Geography-driven
D.
Product/market-driven
3
21.
Which of the following sales organization designs can be adopted when customer
needs are similar and there is a complex range of products offered?
A.
Geography-driven
B.
Market-driven
C.
Product-driven
D.
Product/market-driven
3
22.
If the product or the customer base does not dominate design considerations, a
_____ sales organization is used.
A.
market-driven
B.
product-driven
C.
product/market-driven
D. geography-driven
3
23. _____ require
information on each salesperson's sales and/or costs and can help spot high
performing and unprofitable territories by comparing each salesperson to an
average break-even sales level.
A. Revenue/cost analysis
techniques
B. Single-factor models
C. Sales and effort response
models
D. Portfolio deployment models
3
24. _____
for analyzing sales force assume that size of the sales force and/or effort
deployment are determined by one factor, such as market potential or workload
whose values can be used to determine required selling effort.
A. Revenue/cost
analysis techniques
B. Single-factor models
C. Sales and effort
response models
D. Portfolio deployment models
3
25. _____
for analyzing sales force size consider the impact of multiple influences like
market potential, intensity of competition, and workload on market response
that can improve salesperson deployment decisions.
A. Revenue/cost
analysis techniques
B. Single-factor models
C. Sales and effort
response models
D. Portfolio deployment models
3
26.
Mark sees an ad in the newspaper of a new line of treadmills and orders for it
by calling the number provided in the ad. Which of the following type of direct
marketing methodology did the ad employ?
A.
Direct response media
B.
Direct mail
C.
Catalog shopping
D.
Kiosk shopping
399
27.
Which of the following is a disadvantage of direct marketing?
A.
Limited content support in direct-response advertising
B.
Effectiveness of direct marketing cannot be measured
C.
Restricts selective reach and segmentation opportunities
D.
No flexibility provided in accessing potential buyers
400
28.
Which of the following is an advantage of direct marketing?
A.
Sufficient content support in direct-response advertising
B.
Timing contact can be managed and personalized
C.
Negative image factors are non-existent
D.
Shipping and postal rates tend to decrease over time
400
29.
Which of the following is true, with regard to an organizational buyer, of
computer ordering?
A.
It does not allow for direct purchase responses.
B.
It makes it hard to monitor customer preferences.
C.
It enables the buyer to lower inventory levels.
D.
It increases the overall cost of inventory.
400
30.
Which of the following types of networks is most likely to be present at a
kiosk for customers to use?
A.
Internet
B.
Intraweb
C.
Extranet
D.
Intranet
400
Essay
Questions
31. What
are the major initiatives of a salesforce strategy?
32.
Describe the different types of sales jobs.
33. List
the activities that make up the selling process.
34. An
important part of deciding the personal selling strategy is choice of the
alternative channels to end-user customers. Explain the issues involved.
35. Explain
the communications features of the Internet.
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