1. C HAPTER 13 COMMUNICATING CUSTOMER VALUE: Personal Selling and Direct Marketing CRS Questions & Answers

2. Copyright 2007, Prentice-Hall Inc.13-2 As a sales representative for your firm, your territory is limited to accounts located within the state in which you currently reside. This type of sales force structure is called: 1.Customer sales force structure 2.Product sales force structure 3.Territorial sales force structure 4.Combination sales force structure

3. Copyright 2007, Prentice-Hall Inc.13-3 As a sales representative for your firm, your territory is limited to accounts located within the state in which you currently reside. This type of sales force structure is called: 1.Customer sales force structure 2.Product sales force structure 3.Territorial sales force structure 4.Combination sales force structure Under a territorial sales force structure, salespeople sell the entire line of products and services to customers within an exclusive geographic area.

4. Copyright 2007, Prentice-Hall Inc.13-4 Your organization has a number of large volume customer accounts that demand exceptional service. The products marketed by your firm are complex. Such a situation calls for a(n): 1.Team selling approach 2.Workload approach 3.Product sales force approach 4.Inside sales force approach

5. Copyright 2007, Prentice-Hall Inc.13-5 Your organization has a number of large volume customer accounts that demand exceptional service. The products marketed by your firm are complex. Such a situation calls for a(n): 1.Team selling approach 2.Workload approach 3.Product sales force approach 4.Inside sales force approach Sales teams can discover problems, provide solutions, and offer service that no single salesperson could do alone.

6. Copyright 2007, Prentice-Hall Inc.13-6 A team of telemarketers and the mineral experts who advise them focus on business consumers in the mining industry. This is an example of what type of sales force? 1.A complex inside sales force 2.An outside product sales force 3.A large sales force 4.A customer sales force

7. Copyright 2007, Prentice-Hall Inc.13-7 A team of telemarketers and the mineral experts who advise them focus on business consumers in the mining industry. This is an example of what type of sales force? 1.A complex inside sales force 2.An outside product sales force 3.A large sales force 4.A customer sales force Outside salespeople travel to visit customers. Inside salespeople conduct business from their office using the telephone or Internet.

8. Copyright 2007, Prentice-Hall Inc.13-8 Sales training programs generally teach sales recruits to do all the following EXCEPT: 1.Understand the company's products 2.Understand different customers and their corresponding buying needs 3.Calculate their sales commissions 4.Sell effectively

9. Copyright 2007, Prentice-Hall Inc.13-9 Sales training programs generally teach sales recruits to do all the following EXCEPT: 1.Understand the company's products 2.Understand different customers and their corresponding buying needs 3.Calculate their sales commissions 4.Sell effectively Effective training programs teach salespeople about the company’s objectives, organization, products, markets, customers, and competition.

10. Copyright 2007, Prentice-Hall Inc.13-10 Using referrals from suppliers and dealers to identify potential customers is part of which step in the selling process? 1.Prospecting 2.Preapproach 3.Approach 4.Handling objections

11. Copyright 2007, Prentice-Hall Inc.13-11 Using referrals from suppliers and dealers to identify potential customers is part of which step in the selling process? 1.Prospecting 2.Preapproach 3.Approach 4.Handling objections Prospecting is the process of identifying qualified potential customers who have the need for a product or service, a willingness to buy, and the ability to pay.

12. Copyright 2007, Prentice-Hall Inc.13-12 _________________ is the step in the selling process in which the salesperson learns as much as possible about a prospective customer before making a sales call. 1.Prospecting 2.Preapproach 3.Approach 4.Handling objections

13. Copyright 2007, Prentice-Hall Inc.13-13 _________________ is the step in the selling process in which the salesperson learns as much as possible about a prospective customer before making a sales call. 1.Prospecting 2.Preapproach 3.Approach 4.Handling objections During the preapproach, salespeople can consult industry sources, acquaintances, and others to learn about the company or the purchasing agent.

14. Copyright 2007, Prentice-Hall Inc.13-14 In consumer marketing, a customer database might contain all the following EXCEPT: 1.Competitive suppliers 2.Customers' ages 3.Customers' past purchases 4.Customers' preferences

15. Copyright 2007, Prentice-Hall Inc.13-15 In consumer marketing, a customer database might contain all the following EXCEPT: 1.Competitive suppliers 2.Customers' ages 3.Customers' past purchases 4.Customers' preferences A customer database is a collection of comprehensive data about individual customers or prospects. Only information related to individuals would be included.

16. Copyright 2007, Prentice-Hall Inc.13-16 Suppose you wanted to sell custom-built cars to consumers using one of the major methods of direct marketing. Which do you think would be the most effective? 1.Telemarketing 2.Direct-mail marketing 3.Catalog marketing 4.Kiosk marketing

17. Copyright 2007, Prentice-Hall Inc.13-17 Suppose you wanted to sell custom-built cars to consumers using one of the major methods of direct marketing. Which do you think would be the most effective? 1.Telemarketing 2.Direct-mail marketing 3.Catalog marketing 4.Kiosk marketing Direct mail would be the most effective technique of those listed. However, the nature of the product is such that personal selling will also be needed.

18. Copyright 2007, Prentice-Hall Inc.13-18 CDs are among the fastest-growing media in what area of direct marketing? 1.Catalog marketing 2.Kiosk marketing 3.Telemarketing 4.Direct-mail marketing

19. Copyright 2007, Prentice-Hall Inc.13-19 CDs are among the fastest-growing media in what area of direct marketing? 1.Catalog marketing 2.Kiosk marketing 3.Telemarketing 4.Direct-mail marketing Including CDs or DVDs with direct mail has substantially increased the number of responses generated by direct mail offers.

20. Copyright 2007, Prentice-Hall Inc.13-20 The most challenging public policy issue currently facing the direct marketing industry is/are: 1.Sweepstakes fraud and deceit 2.Invasion of privacy 3.Investment, charity, and research scams 4.Irritating infomercials

21. Copyright 2007, Prentice-Hall Inc.13-21 The most challenging public policy issue currently facing the direct marketing industry is/are: 1.Sweepstakes fraud and deceit 2.Invasion of privacy 3.Investment, charity, and research scams 4.Irritating infomercials Computer database technology allow companies to collect excessive information about consumers, including that which many buyers feel should be private.