Chapter 13 – Sales, Digital, and Direct Marketing Strategies
Chapter 13
Sales, Digital, and Direct Marketing Strategies
1. The final step in a salesforce strategy is designing the sales organizations.
2. Sales quotas are used to state the management’s expected sales results.
3. Transactional selling is not restricted to small, low-volume buyers.
4. The new business selling strategy is based on firms selling to an existing customer base and
providing technical and application assistance.
5. Trade selling provides assistance and support to value chain members rather than obtaining
sales.
6. If a customer base displays substantial differences in purchasing power and servicing
requirements, then the use of a single salesforce channel is appropriate.
7. If the product or the customer base does not dominate design considerations, a geographical
sales organization is used.
8. Single-factor models analyze the profit performance of accounts or trading areas as the
basis to estimate the profit impact of adding more salespeople.
Chapter 13 – Sales, Digital, and Direct Marketing Strategies
9. In social media–based positioning attempts, the goal is to create a community providing
only functional benefits.
10. In direct marketing, accuracy of targeting is only as good as the lists used to access
potential buyers.
11. Which of the following initiatives of forming a salesforce strategy requires deciding how
personal selling is expected to contribute to the marketing program?
A. Determining the role of the sales force in the promotion strategy
B. Selecting the selling process
C. Deciding if and how alternative sales channels will be utilized
D. Designing the sales
12. Which of the following initiatives is the second step in building a salesforce strategy?
A. Determining the role of the sales force in the promotion strategy
B. Select the selling process
C. Deciding if and how alternative sales channels will be utilized
D. Designing the sales organization
13. _____ selling involves obtaining sales from first-time buyers, who may be one-time
purchasers or repeat buyers.
A. Missionary
B. Trade selling
C. New business
D. Consultative
14. _____ selling provides assistance and support to value chain members rather than
obtaining sales.
A. New business
B. Consultative/technical
Chapter 13 – Sales, Digital, and Direct Marketing Strategies
C. Missionary
D. Trade
15. _____selling is a form of selling in which the salespeople work with the customers of a
channel member to encourage them to purchase the producer’s product from the channel
member.
A. Missionary
B. Trade
C. New business
D. Consultative/technical
16. _____ is targeted at an existing customer base and provides technical and application
assistance. These positions may involve the sales of complex equipment or services.
A. New business selling
B. Consultative selling
C. Missionary selling
D. Trade selling
17. Sales representatives of Oasis Travels collaborate with various hotels across the state to
get customers to book package tours. Which of the following sales positions do the
salespeople of Oasis Travels hold?
A. New business selling
B. Consultative selling
C. Missionary selling
D. Trade selling
18. Which of the following activities does a selling process include?
A. Advertising the product
B. Training the salespeople
C. Prospecting for suppliers
D. Presenting the sales message
Chapter 13 – Sales, Digital, and Direct Marketing Strategies
19. Which of the following activities would most likely be the first in the selling process?
A. Prospecting for customers
B. Opening relationships
C. Presenting the sales message
D. Training salespeople
20.Which of the following sales organization designs is most appropriate when customer
needs are different and the product offering is simple?
A. Product-driven
B. Market-driven
C. Geography-driven
D. Product/market-driven
21. Which of the following sales organization designs can be adopted when customer needs
are similar and there is a complex range of products offered?
A. Geography-driven
B. Market-driven
C. Product-driven
D. Product/market-driven
22. If the product or the customer base does not dominate design considerations, a _____ sales
organization is used.
A. market-driven
B. product-driven
C. product/market-driven
D. geography-driven
23. _____ require information on each salesperson’s sales and/or costs and can help spot high
performing and unprofitable territories by comparing each salesperson to an average break-
even sales level.
A. Revenue/cost analysis techniques
B. Single-factor models
C. Sales and effort response models
Chapter 13 – Sales, Digital, and Direct Marketing Strategies
D. Portfolio deployment models
24. _____ for analyzing sales force assume that size of the sales force and/or effort
deployment are determined by one factor, such as market potential or workload whose values
can be used to determine required selling effort.
A. Revenue/cost analysis techniques
B. Single-factor models
C. Sales and effort response models
D. Portfolio deployment models
25. _____ for analyzing sales force size consider the impact of multiple influences like market
potential, intensity of competition, and workload on market response that can improve
salesperson deployment decisions.
A. Revenue/cost analysis techniques
B. Single-factor models
C. Sales and effort response models
D. Portfolio deployment models
26. Mark sees an ad in the newspaper of a new line of treadmills and orders for it by calling
the number provided in the ad. Which of the following type of direct marketing methodology
did the ad employ?
A. Direct response media
B. Direct mail
C. Catalog shopping
D. Kiosk shopping
27. Which of the following is a disadvantage of direct marketing?
A. Limited content support in direct-response advertising
B. Effectiveness of direct marketing cannot be measured
C. Restricts selective reach and segmentation opportunities
D. No flexibility provided in accessing potential buyers
Chapter 13 – Sales, Digital, and Direct Marketing Strategies
28. Which of the following is an advantage of direct marketing?
A. Sufficient content support in direct-response advertising
B. Timing contact can be managed and personalized
C. Negative image factors are non-existent
D. Shipping and postal rates tend to decrease over time
29. Which of the following is true, with regard to an organizational buyer, of computer
ordering?
A. It does not allow for direct purchase responses.
B. It makes it hard to monitor customer preferences.
C. It enables the buyer to lower inventory levels.
D. It increases the overall cost of inventory.
30. Which of the following types of networks is most likely to be present at a kiosk for
customers to use?
A. Internet
B. Intraweb
C. Extranet
D. Intranet
31. What are the major initiatives of a salesforce strategy?
32. Describe the different types of sales jobs.
Chapter 13 – Sales, Digital, and Direct Marketing Strategies
33. List the activities that make up the selling process.
34. An important part of deciding the personal selling strategy is choice of the alternative
channels to end-user customers. Explain the issues involved.
35. Explain the communications features of the Internet.
Chapter 13 – Sales, Digital, and Direct Marketing Strategies