市场营销CHAPTER 17

CHAPTER 17

2. These employees are well-educated, well-trained professionals who work to build and maintain long-term customer relationships by listening to their customers, assessing customer needs, and organizing the company’s efforts to solve customer problems. Who are these employees?

a. managers

b. missionary salespeople

c. salespeople

d. sales managers (c; Moderate)

7. Current view holds that salespeople should be concerned with producing customer satisfaction and company profit. So whom do they generally serve?

a. They represent the company to customers.

b. They represent the company to investors.

c. They represent the customer to the company.

d. Both a and c (d; Challenging)

8. When a firm sets out to analyze, plan, implement, and control sales force activities,

through sales force management, it sets and designs _____, recruits, selects, trains, supervises, compensates, and evaluates the firm’s salespeople.

a. sales territories

b. sales force strategy

c. team selling efforts

d. coop selling and advertising (b; Challenging

10. Which of the following is not a disadvantage of a product sales force structure?

a. extra selling costs

b. duplication of sales efforts

c. salespeople may wait to see the same customer’s purchasing ag ents

d. increase customer delivery time (d; Challenging)

14. East Bay Communications has increased its inside sales force. How will this help its outside sales force?

a. It will allow them more time to sell to major accounts.

b. It will allow them more time to find major new prospects.

c. It will allow them more time to provide after-the-sale customer service.

d. All of the above (d; Moderate)

16. A growing trend for many companies is to use a group of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts. This approach is called _____.

a. department selling

b. multiple selling

c. team selling

d. management-controlled selling (c; Easy)

18. One of the following is not a pitfall or disadvantage of team selling. Please find it.

a. Selling teams can confuse or overwhelm customers.

b. Individual salespeople may have trouble learning to work with and trust

others.

c. In the long run, team selling ties up more time and increases overall costs.

d. Difficulties in evaluating individual contributions to the team selling

effort can

create some sticky compensation issues. (c; Challenging)

22. Other skills mean little if a seller cannot ask for _____.

a. what he or she is worth in a job interview

b. the sale in an actual selling situation

c. support from sales managers to close the sale

d. referrals from customers (b; Moderate)

25. Your sales manager only wants to hire proven salespeople. His reasoning is that they are needed for all of the following except which one?

a. They need less training.

b. They will not ask for a large expense account.

c. They can be immediately productive.

d. They can grasp both product knowledge and sales skills faster. (b; Challenging)

30. Cisco’s overall culture is focused on having the _____.

a. best products

b. best prices

c. best-trained sales force

d. best technical support (c; Moderate)

34. _____.must decide what mix of compensation elements makes the most sense for each sales job.

a. sales assistantsbase salary and expense accounts

b. marketers

c. management

d. telemarketers (c; Moderate)

35. Sales force compensation should direct the sales force toward activities that are consistent with _____.

a. overall company strategies

b. overall marketing objectives

c. overall company objectives

d. overall department objectives (b; Challenging)

39. Greg Bean is sales manager for High Grade Industrial Chemicals. He wants to raise his sales force selling time by 33 percent. Currently they spend the nationwide average of _____ percent of their workweek actually selling.

a. 20

b. 30

c. 40

d. 45 (b; Moderate)

40. Companies are always looking for ways to increase selling time. All of the following are ways to save time to accomplish this goal except one. Please locate it.

a. use phones instead of traveling

b. simplify record-keeping

c. find better call and routing plans

d. reduce the number of customers each sales rep should see

(d; Challenging)

44. Of all the tools commonly used, which one of the following is the best for management to use in evaluating salespeople?

a. call reports

b. sales reports

c. expense reports

d. sales quota reports (b; Moderate)

45. The selling process consists of several steps that the salesperson must master. They focus on the goals of _____ and _____ from them.

a. closing sales; getting orders

b. getting new customers; extracting their problems to solve

c. getting new customers; obtaining orders

d. overcoming objectives; obtaining orders (c; Moderate)

47. What should the salesperson and the sales manager accomplish during an evaluation?

a. provide constructive feedback

b. provide motivation to perform well

c. develop and communicate clear standards

d. all of the above (d; Moderate)

49. The prospecting step in the selling process includes identifying and _____ the prospects. Without both of them much time and effort will be wasted.

a. calling

b. qualifying

c. preselling

d. making an appointment with (b; Moderate)

52. The qualities that buyers like most in salespeople include empathy, honesty, dependability, thoroughness, follow-through, and _____.

a. being a good listener

b. being a good communicator

d. being a caring person (a; Moderate)

54. To handle objections successfully, a salesperson should use a positive approach, seek out hidden objections, ask the buyer to clarify any objections, take objections as opportunities to provide more information, and _____.

a. turn the objections into humor

b. seek to minimize or play down the objections

c. compliment the buyer for bring the objections up

d. turn the objections into reasons for buying (d; Challenging)

56. This step in the sales process is necessary if the salesperson wants to ensure customer satisfaction and repeat business.

a. proper approach

b. professional presentation/demonstration

c. handling objections well

d. follow-up (d; Challenging)

59. For buyers, direct marketing is convenient, easy to use, and private. For sellers it is _____.

a. a great tool for building customer relationships.

b. great to find customers that a firm might otherwise overlook

c. a low-cost, efficient alternative for reaching their markets.

d. all of the above (d; Moderate)

61. A comprehensive database is a tremendous tool for the direct marketer. It should contain data that is geographic, demographic, psychographic, and _____ in nature.

a. specific

b. culturally oriented

c. current and relevant

d. behavioral (d; Challenging)

64. A great advantage of a comprehensive marketing database is that companies can identify small groups of customers to receive _____ marketing offers and communications.

a. frequent

b. finely-tuned

c. low cost

d. competitive (b; Moderate)

67. Your firm wants to increase sales and reach new markets with direct marketing. To accomplish these goals, the sales or marketing manager would choose which of the following?

a. sales promotions

b. advertising

c. kiosk marketing

d. public relations and publicity (c; Moderate)

69. Pete Sanchez has added telemarketing as a form of direct marketing to his company. He sees an opportunity to grow and at the same time offer advantages to his customers. Which of the following is not a customer advantage?

a. purchasing convenience

b. increased product information

c. increased delivery time

d. increased service information (c; Challenging)

75. Web-based catalogs present challenges. Choose the challenge.

a. They are intrusive.

b. They create their own attention.

c. They are passive and must be markete

d.

d. They offer limited selections. (c; Challenging)

77. A classic example of successful direct-response television advertising is _____.

a. TV Media’s Kitchen knives.

b. TV Media’s Kitchen shelves

c. TV Media’s Salad bowls

d. TV Media’s Gins u knives (d; Moderate)

80. Home shopping networks are another form of _____.

a. direct-selling television marketing

b. direct-contact television marketing

c. direct-hit television marketing

d. direct-response television marketing

(d; Moderate)

82. Kiosk marketing is primarily used for _____.

a. consumer marketing

b. business marketing

c. consumer and business marketing

d. industrial marketing (c; Moderate)

85. Public policy and ethical issues related to direct marketing include all of the following except one. Please find it.

a. irritation and unfairness

b. deception

c. fraud

d. too little information to make a decision (d; Moderate)

87. Choose the primary benefit to consumers from database marketing.

a. more offers closely matched to their interests

b. greater selection

c. better prices

d. faster service (a; Easy)

89. Direct marketers know that, left unattended, problems such as privacy, fraud, irritation, and deception issues can result in _____.

a. increasingly negative consumer attitudes

b. lower response rates

c. calls for more restrictive government legislation

d. all of the above (d; Easy)

True – False

91. Lear Corporation owes its success to many factors, including a strong customer orientation and a commitment to continuous improvement, teamwork, and customer value. (True; Moderate)

92. Today, most salespeople are well-educated, well-trained professionals who work to build and maintain long-term customer relationships by teaching their customers, assessing their needs, and organi zing the company’s efforts to solve customer problems.

(False; Challenging)

93. In her position as an outside field salesperson, Anna Beru, is the interpersonal arm of her company’s promotion mix. (True; Moderate)

94. Designing sales force strategy and structure is not a major step in sales force management that a typical company might encounter? (False; Easy)

95. Of all the ways to structure a sales force, product sales force structure helps the company to become more customer focused and build closer relationships with important customers. (False; Moderate)

96. To allow outside salespeople more time to spend with customers, many companies have increased their inside sales forces and added technical support people and sales assistants. (True; Easy)

97. Team selling is ideal when customer problems become more complex and customers become larger and more demanding. These teams have the advantages of uncovering problems that an individual would not and develop new opportunities. (True; Moderate)

98. Why should a firm attempt to reduce sales force turnover? It is because it is not only costly to keep hiring new recruits, but the cost of finding them has increased greatly in recent years. (False; Moderate)

99. Other skills mean little if a salesperson can’t ask for the sale. (True; Easy) 100. In Asia, many MNCs have centralized their recruitment to ensure that the sales people they hire speak the correct dialect and have useful personal contacts. (True; Moderate)

101. Networking equipment and software maker Cisco Systems has learned that using the Internet to train salespeople offers few advantages. (False; Moderate) 102. Studies have shown that the last thing you want is to have someone ruin a customer relationship because they’re pushing too hard to clos e a deal. Instead, companies are designing compensation plans that reward salespeople for building customer relationships and growing the long-run value of each customer. (True; Challenging)

103. Sales force automation systems have been developed for more efficient order-entry transactions, improved customer service, and better management decision-making support. (False; Challenging)

104. The fastest-growing sales force technology tool is the cell phone. (False; Easy452)

105. If Johnny Page’s company is like most consumer goods companies today, he can boost sales force morale and performance through his organizational climate, sales contests, and positive incentives. (False; Moderate)

106. Formal sales force evaluation forces management to develop and communicate clear standards for judging performance and provide constructive feedback and motivation to perform well. (True; Easy)

107. The step in the selling process where the salesperson learns as much as possible about the organization that is the buyer, what its needs are, and who is involved in the buying, is called qualifying.(False; Moderate)

108. During the presentation step of the selling process, the salesperson tells the product “story” and explains the product benefits to the customer. (True; E asy) 109. The major reason why Sonja Begum might not be able to close sales to her clients very well is because she may lack confidence, feel guilty about asking for the order, or failing to recognize the need for the product being sold.

(False; Challenging)

110. Today’s large customers favor suppliers and salespeople who can sell and deliver a coordinated set of products and services to many locations, and

who can work closely with customer terms to improve products and

processes. (True; Easy)

111. The f orerunners of today’s direct marketing were the catalog companies, direct mailers, and telemarketers who gathered customer names and sold goods mainly by mail and telephone. (True; Moderate)

112. A strong set of reasons for companies to use direct marketing is that it is an easy, private, and convenient way for customers to shop. (True; Easy) 113. Dell Computer’s direct-marketing approach delivers greater customer value through an unbeatable combination of product customization, low prices, overnight delivery, and award-winning customer service. (False;

Challenging)

114. Customer databases are invaluable tools for the direct marketer. Typically they contain the customers’ demographics, psychographics, buying

behavior, and other relevant information. (True; Moderate)

115. My Favorite Flowers’ floral shops can use its database in many useful ways.

The owners can identify prospects and generate sales leads by advertising products or offers. They can profile customers based on previous

purchasing and deicide which customers should receive particular offers.

Salespeople can also help the business to deepen customer loyalty. (True;

Challenging)

116. The major forms of direct marketing include personal selling, telephone marketing, direct-mail marketing, catalog marketing, direct-response television marketing, kiosk marketing, and fax marketing. (False; Moderate)

117. The purpose of inbound telephone marketing is to provide a toll-free 800 number to receive orders from television and print ads, direct mail, or

catalogs. (True; Easy)

118. Direct mail is well suited to direct, one-to-one communication. It permits high target-market selectivity, can be personalized, and is flexible. However, it does not allow easy measurement of results. (False; Challenging)

119. Catalog marketing has grown explosively during the past 25 years. Most recently, the Internet has helped boost the popularity even more. (True;

Easy)

120. Direct response television marketing has the advantages of appealing to more than one of the physical senses, being in color, live product

demonstration, and prime-time viewing. (False; Moderate)

121. Kiosk marketing, typically used in stores, airports, malls, and other locations, dispenses information and takes orders, as opposed to vending

machines that dispense products for sale. (True; Easy)

122. The major public policy and ethical issues in direct marketing today are irritation, unfairness privacy, deception, and fraud. (True; Moderate) 123. Wing Supply sells game calls to hunters through direct mail and database marketing. Their customers can benefit from this database marketing

because they may receive more offers that are closely matched to their

interests. (True; Easy)