Session 11 - Chap 16 & 17

Multiple Choice

Sanofi., a pharmaceuticals company, members of the sales force and marketing department tend to have disagreements when things go wrong with a customer. The marketers blame the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with customers. Which of the following steps should upper management at Sanofi take to help bring the sales and marketing functions closer together?

• establish a complex sales force structure

• emphasize traditional methods of selling

• adopt a sales force automation system and implement team selling

• appoint a high-level marketing executive to oversee both marketing and sales

Multiple Choice

All of the following are Internet marketing concerns EXCEPT ________.

• access by vulnerable or unauthorized groups

• phishing

• secure online and digital Web sites

• identity theft

Multiple Choice

Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here?

• direct-response television marketing

• telemarketing

• direct-mail marketing

• catalog marketing

Multiple Choice

Orion is planning to give away free mouse pads imprinted with the company logo and name to anyone who enters their store on the day they launch their new laser mouse. What kind of sales promotion is Orion planning?

• promotional products

• rebate

• price packs

• sweepstakes

Multiple Choice

During the ________ step of the selling process, the salesperson tells the value story to the buyer, showing how the company's product or service solves the customer's problems.

• presentation

• prospecting

• closing

• follow-up

Multiple Choice

Sales force management includes all of the following EXCEPT ________ salespeople.

• recruiting

• paying

• supervising

• Evaluating

Multiple Choice

Johnson Business Solutions maintains one sales force for its copy machines and a separate sales force for its computer systems. Johnson Business Solutions utilizes a ________.

• product sales force structure

• customer sales force structure

• territorial sales force structure

• geographical operations system

Multiple Choice

Which of the following statements is true of direct marketing?

• Direct marketing involves two or more intermediaries.

• Direct marketing is also referred to as referral marketing.

• Salespersons are compensated for other salespeople they recruit.

• Direct marketing offers sellers a low-cost alternative for reaching their markets.

Multiple Choice

Which of the following is the fastest growing form of direct marketing?

• ambush marketing

• digital marketing

• direct-mail marketing

• telemarketing

Multiple Choice

Kirk's Comic Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario?

• social media marketing

• direct-response television marketing

• mobile marketing

• direct-mail marketing