Question 1
What are some ethical concerns raised by direct-response methods?
- Harvesting trees, telephone solicitations, door-to-door sales, and junk e-mail
- Telephone solicitations, privacy issues, texting solicitations, and junk e-mail
- Harvesting trees, privacy issues, door-to-door sales, and junk e-mail
- Harvesting trees, telephone solicitations, junk e-mail, and privacy issues
Question 2
In light of continuous focus on planning marketing strategies to reach objectives, the most sensible approach to budgeting promotion expenditure is:
- basing the budget on the job to be done.
- basing the budget on any uncommitted revenue.
- setting the budget as a certain number of cents or dollars per sales unit.
- matching expenditures with competitors.
Question 3
Dimitri Kojak works for a producer of industrial elevators. He knows all the technical details of the many different ways they are used by business customers. He makes presentations to new prospects and eventually gets a share of their business. Dimitri is:
- a member of the firm's major accounts sales force.
- a missionary salesperson.
- a customer service rep.
- a producer's order getter.
Question 4
Clearwater Office Supply sells frequently purchased office supplies to businesses in a metropolitan area. It is well established with a large share of the market. Its promotion should probably focus on:
- reminding.
- stimulating primary demand.
- informing.
- innovators.
Question 5
The task method for budgeting marketing expenses:
- means that a company budgets roughly what competitors budget for each item.
- budgets last year's marketing expense ratio timesforecasted sales.
- might result in very different marketing expenses from year to year.
- is based on internal politics.
Question 6
New hardware and software available to salespeople:
- change the basic sales tasks that must be performed, but do not change how well the tasks are done.
- involve no costs to the firm except the purchase of the hardware and software.
- do not provide any new ways to meet customer needs.
- may provide a real competitive advantage to a firm if they are used properly.
Question 7
A job description for a sales person provides:
- basis for pay, general tasks and generic guidelines.
- general tasks, basic expectations, and generic guidelines.
- basis for pay, generic guidelines, general tasks
- basis for pay, clear guidelines, and specific tasks.
Question 8
Hannah Spiritway works for a cable TV company in a large city. She handles telephone calls from customers who are having problems with their cable service. Hannah is:
- a sales promotion specialist.
- a customer service rep.
- an order taker.
- an order getter.
Question 9
The sales manager of the Butterfly Chair Corp. wishes to compensate his sales force in a way that will provide some security, incentive, flexibility, and control. The company should offer its sales force:
- straight salaries.
- straight commissions.
- a combination plan.
- a value plan.
Question 10
Which of the following statements BEST describes advertising?
- Advertising tries to attract attention to the firm and its offerings without having to pay media costs.
- Advertising is any unpaid form of non-personal presentation of ideas, goods, or services.
- Advertising must be paid for, while another form of mass selling-publicity-is free.
- Advertising is the main form of personal selling which includes the use of traditional media as well as new media.