Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
36) Aldoor, a smart phone manufacturer, understands that word of mouth marketing is an
important aspect in the success of a product. It promotes discussions about the product both
online and offline. Certain loyalists, who have good knowledge about smart phones, act as key
participants in such discussions. They help others sort out the problems and provide suggestions
to those who want to buy smart phones. These individuals can be called ________.
A) intuiters
B) buzzers
C) bridges
D) connectors
E) mavens
37) Andrew is a post graduate student in Oxford University. He is also a member of the group of
engineering professionals. The membership was issued to him when he worked as an engineer
before joining the school. Andrew is called a(n) ________ connecting the oxford student
community and group of engineering professionals.
A) bridge
B) maven
C) buzzer
D) intuiter
E) external
38) Buzz and viral marketing both try to ________.
A) use unethical methods to popularize a brand
B) market products by providing free samples to customers
C) create a splash in the marketplace to showcase a brand
D) induce impulse sales by displaying products close to the pay counters
E) market products to customers without their knowledge
39) According to communication researchers, the society consists of ________, small groups
whose members interact frequently.
A) intuiters
B) buzzers
C) cliques
D) informants
E) campaigners
40) People who know and communicate with a great number of other people are called
________.
A) buzzers
B) connectors
C) informants
D) stickers
E) bridges
41) Which of the following softwares allow Internet firms to monitor when customers blog,
comment, post, share, link, upload, friend, stream, write on a wall, or update a profile?
A) cookies
B) caches
C) bridges
D) cliques
E) buzzers
42) The original and oldest form of direct marketing are ________.
A) billboards
B) banner advertising
C) mail campaigns
D) outbound telemarketing calls
E) field sales calls
43) A salesperson performing over the counter sales in a medical store can be referred to as a(n)
________.
A) order taker
B) demand creator
C) solution vendor
D) phisher
E) missionary
44) Alduro Chemicals, a manufacturer of detergents, delivers chemicals used for commercial
washing to various hoteliers in the United States. Most of the company's revenue comes from
routine orders from its existing customers and the company uses unskilled salespeople to collect
requirements from its customers. These unskilled customers are known as ________.
A) demand creators
B) deliverers
C) missionaries
D) order takers
E) solution vendors
45) Gordron Inc. manufactures and markets medical equipment. To ensure that its salespeople
are knowledgeable enough to answer all product queries, the company hires only those
individuals who have a good understanding of both the medicine profession and the mechanics
of the equipment used. Which of the following is the most accurate classification of Gordron's
salesforce?
A) technicians
B) demand creators
C) deliverers
D) order takers
E) missionaries
46) Robert is hired as a sales representative for a company that manufactures fire extinguishers.
His job description reads as follows: "The key duty of the sales representative is to unravel the
customer's problems using the company's products." Which of the following positions would
best describe Robert's profile?
A) deliverer
B) technical salesperson
C) missionary salesperson
D) order taker
E) solution vendor
47) A salesperson who relies on creative methods for selling a company's tangible or intangible
offerings is called a(n) ________.
A) demand creator
B) deliverer
C) order taker
D) missionary
E) solution vendor
48) ________ consists of manufacturers' reps, sales agents, and brokers who earn a commission
based on sales.
A) Virtual salesforce
B) Domestic salesforce
C) Contingent salesforce
D) Contractual salesforce
E) Decentralized salesforce
49) Part-time paid employees who work exclusively for the company are a part of the ________
salesforce.
A) direct
B) virtual
C) contractual
D) implicit
E) brokered
50) Fixed compensation receives more emphasis in sales rep jobs with ________.
A) a high ratio of selling to nonselling duties
B) a high requirement for individual initiatives
C) an intensive focus on selling activities
D) very little need for teamwork
E) technical complexities
51) Identify the first step in the workload approach to establish sales force size.
A) grouping customers into size classes according to annual sales volume
B) establishing desirable call frequencies for each customer class
C) determining the total workload for the country in terms of sales calls per year
D) determining the average number of calls a sales representative can make per year
E) calculating the total number of sales reps needed
52) Today's customers expect a salesperson to have extensive product knowledge, to be efficient
and reliable, and to provide ideas to improve the customer's operations. These demands are
forcing companies to make higher investments in ________.
A) sales training
B) internal selling
C) management controls
D) advertising
E) sales promotions
53) Which of the following is the first step in the process of personal selling?
A) prospecting and qualifying
B) sales preapproach
C) sales presentation
D) unearthing objections
E) demonstrating advantages
54) A salesperson who is contacting possible buyers by mail or phone to assess their level of
interest and financial capacity is in the ________ step in the selling process.
A) preapproach
B) prospecting
C) qualifying
D) following up
E) objection handling
55) In which of the following stages of personal selling does a salesperson tell the product story
to the buyer?
A) preapproach
B) prospecting
C) presentation
D) closing
E) objection handling
56) Catalog marketing and telemarketing are examples of indirect marketing.
57) One of the shortcomings of direct marketing is that the firms cannot easily measure its
response.
58) Direct marketing has the ability to test different elements of an offer strategy under real
marketplace conditions.
59) Microsites are versions of Web sites designed for access from mobile devices.
60) Paid search refers to the practice of charging Internet users a small premium for obtaining
individualized search results.
61) Interstitials are advertisements that pop up between changes on a Web site.
62) Earned media refers to the various paid advertising channels used by companies to obtain
visibility on the Internet.
63) An important characteristic of online communities and forums is the two-way information
flow.
64) Blogs cannot be used for word of mouth advertising as they are not updated on a regular
basis.
65) Viral and buzz campaigns are performed with minimal involvement of consumers and
prospects.
66) A clique is a small group whose members interact frequently.
67) Proxies and cookies can be used by firms to monitor customers when they are blogging,
commenting, or posting in social networks.
68) Most industrial companies rely heavily on Internet selling and buzz marketing to promote
their products.
69) A salesperson calling on supermarkets to take repeat orders is called an order taker.
70) A contractual sales force consists of part-time employees who work exclusively for the
company.
71) A company that sells one product line to one end-using industry with customers in many
locations would use product or market structure for its salesforce.
72) The first step in the workload approach for designing salesforce size is to establish desirable
call frequencies for each customer class.
73) The fixed amount in a salesperson's salary is majorly designed to stimulate and reward
efforts from salespeople.
74) Sales representatives who are paid mostly in commissions require more supervision than
other salespeople.
75) A manager is using feed-forward sales supervision when he communicates what the sales
reps should be doing and motivates them to do it.
76) Most direct marketers apply the RFM formula to select customers. Explain this formula and
how it is used to select customers.
77) Explain the importance of word of mouth marketing. Briefly describe some of the channels
that customers use to spread word of mouth.
78) Roler Telecom, a leading mobile telephone operator in Asia, engages in aggressive
marketing promotions. The company sends promotional messages to customers and makes
promotional calls on a regular basis. However, these aggressive promotion efforts often irritate
its customers. What could be the likely outcome of this?
79) What is the major difference between earned media and paid media?
80) Which type of questions allow salespeople to understand facts or explore the buyer's present
state of affairs?
