L8: Integrated Marketing Communications 2

Which of the following is true about the sales force of a company?

• Salespeople represent customers to the company and manage the buyer-seller relationship.

• Salespeople represent workers' interests to upper management.

• The primary responsibility of a sales force is to formulate operational strategies.

• The sales force is responsible for product development and product strategy.

• The sales force oversees the auditing process and recovers money from defaulting

At Price & Wallace Inc., 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 Price & Wallace take to help bring the sales and marketing functions closer together?

• establish a customer sales force structure and make sure that sales quotas are easily achievable

• 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

In which of the following steps of the selling process is a salesperson most likely to meet the customer for the first time?

• prospecting

• preapproach

• follow-up

• approach

• closing

A salesperson of a manufacturing company has qualified a number of leads. Which of the following is most likely the next step in the selling process?

• calling on all the prospects one by one

• closing the deal with the most promising prospect

• learning as much as possible about the qualified prospects

• handling all objections raised by the prospects

• narrating the "value story" to the buyer

________ consists of short-term incentives to encourage the purchase of a product or service.

• Value selling

• Conditional sale

• Advertising

• Sales promotion

• Benchmarking

Waldo Stores will reward an all-expense-paid trip to Hawaii to anyone who correctly guesses the date on which Waldo Stores was first established in the Boston area. Which type of sales promotion is evident here?

• contest

• sample

• premium

• trade promotion

• point-of-purchase promotion

Which of the following statements is true of direct marketing?

• 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.

• Direct marketing involves two or more intermediaries.

• In direct marketing, consumers earn a commission every time they buy a product.

_______ companies use both offline and online marketing channels.

• start-up

• omni-channel retailing

• brick only

• brick and mortar

• click only

Which of the following best describes permission-based e-mail marketing?

• sending unsolicited, unwanted commercial e-mail messages

• sending requests to users to join online social networking communities

• sending e-mail pitches only to customers who "opt-in"

• offering free promotional materials to new customers

• gathering demographic details for customer databases

Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________.

• podcast

• blog

• online community

• content sponsorship program

• kiosk