Q&A Hero

Q: There are three approaches to viral marketing. Marketers can: (1) __________; (2) make the website content so compelling that viewers want to share it with others; and (3) offer incentives for referrals. a. embed a message in the product or service b. use customerization c. use choiceboards d. use niche marketing e. use permission marketing

Q: An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs is referred to as __________. a. buzz marketing b. customerization c. viral marketing d. "liking" e. permission marketing

Q: Viral marketing refers to a. an embedded message that causes a popup screen to appear every time a user types in a specific word. b. malicious spyware that is used to create doppelgangers at competitors' websites. c. a subversive program that automatically transfers inquiries from one website to another. d. an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs. e. an online promotion that awards points to participants based upon how many friends they can friend on personal social networking sites such as Facebook or Twitter.

Q: Buzz is particularly influential for which of the following items? a. toys, pharmaceuticals, motion pictures, and consumer electronics b. parenting, gardening, retirement funds, and health insurance c. funeral services, cruises, foreign travel, and higher education d. daycare, silver-plating, restaurants, and road paving e. tennis lessons, veterinarians, dance studios, and pressure washing

Q: Buzz is a particularly influential force. According to Jeff Bezos, president of Amazon.com, "If you have an unhappy customer on the Internet, he doesn"t tell his six friends, he tells his __________ friends!" a. 60 b. 600 c. 6,000 d. 6 million e. 6 billion

Q: In marketspace, buzz refers to __________. a. instant messaging b. twittering or tweeting c. word-of-mouth behavior d. firm-based viral marketing e. negative or deceptive online ads

Q: Word-of-mouth behavior in marketspace is referred to as __________. a. tweets b. buzz c. instant messaging d. blogging e. viral marketing

Q: In 2004, the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet. a. Anti-SPAM b. E-Mail Privacy c. Digital Marketing d. Consumer E-Mail Solicitation e. CAN-SPAM

Q: Communications that take the form of electronic junk mail or unsolicited e-mail are referred to as a. trash mail. b. outlaw mail. c. Web waste. d. spam. e. viral marketing.

Q: Spam refers to a. communications that take the form of electronic junk mail or unsolicited e-mail. b. sensitive public access materials. c. computer-generated e-mails that are self-directed and self-perpetuating. d. unsolicited computer-generated messages whose sole purpose is to block a consumer from accessing competitors' websites. e. any non-personal electronically generated message sent via the Internet.

Q: A blog refers to a. a public online forum centered on a specific topic or theme. b. a running account of all purchases made at a single website. c. a webpage that serves as a publicly accessible personal journal for an individual or an organization. d. an itemized list of all website "hits" on an individual person including a short biographical summary. e. a Web network that works as a family tree linking all members of a group or organization.

Q: A webpage that serves as a publicly accessible personal journal for an individual or an organization is referred to as __________. a. spam b. a blog c. buzz d. a forum e. a journalog

Q: iVillage.com is a website for women that encourages its users to discuss health and beauty, parenting, personal finances, career management and relationships. This website is an example of __________. a. a web community b. spam c. a shopping bot d. a blog e. a web caf

Q: On the Coca-Cola-hosted MyCoke.com, people congregate online and exchange views on topics of common interest. This website is an example of __________. a. spam b. a shopping bot c. a web community d. a blog e. a web caf

Q: Web communities refer to a. cooperative buying centers that allow individuals to purchase at the same bulk rate as large organizations. b. customers linked by a common Internet service provider. c. virtual reality games that allow players to create their own worlds, countries, towns, etc. d. websites that allow people to congregate online and exchange views on topics of common interest. e. all customers served by a particular firm who are sent regular e-mails, sales notifications, and coupons from the manufacturer.

Q: Websites that allow people to congregate online and exchange views on topics of common interest are referred to as __________. a. blogs b. web communities c. buzz d. chat oases e. web cafs

Q: The interactive communication capabilities of Internet-enabled technologies increase consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes __________. a. consumer responsibility b. closer global alliances c. the development of web communities d. social responsibility e. courteous online dialogue

Q: The communication capabilities of Internet-enabled technologies take three forms: (1) marketer-to-consumer e-mail notification; (2) __________; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking websites. a. online colonies b. government-to-marketer Do Not Spam monitoring c. Web-to-Web customer exchanges d. phishing and spamming whistleblowing e. consumer-to-marketer buying and service requests

Q: The communication capabilities of Internet-enabled technologies take three forms: (1) __________; (2) consumer-to-marketer buying and service requests; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking websites. a. marketer-to-consumer e-mail notification b. government-to-marketer Do Not Spam monitoring c. phishing and spamming whistleblowing d. marketer-to-marketer exchanges e. web-to-web customer exchanges

Q: Internet-enabled technologies provide communication capabilities that take three forms. They are a. a highly interactive and individualized information and exchange environment, phone customer service, and order processing via PayPal. b. marketer-to-consumer e-mail notification, phone customer service, and order processing via PayPal. c. consumer-to-marketer buying and service requests, marketer-to-consumer e-mail notification, and phone customer service. d. recording a user's visits to websites, consumer-to-marketer buying and service requests, and marketer-to-consumer e-mail notification. e. marketer-to-consumer e-mail notification, consumer-to-marketer buying and service requests, and consumer-to-consumer chat rooms, instant messaging, and social networking websites.

Q: Internet-enabled technology employed in transmitting information from marketer-to-consumer, consumer-to-consumer, and consumer-to-marketer is referred to as _________. a. broadcasting b. distribution c. communication d. dispensing e. efficiencies

Q: Reebok, Schwab, Dell, and Seven Cycles are all examples of companies that have been very successful because of their ability to not only __________ their products and services for their online customers but also personalize the marketing and overall shopping and buying interaction for each customer. a. dispense b. recommend c. finance d. distribute e. customize

Q: Information from a __________ is used to write a job description. a. job analysis b. salesforce compensation plan c. sales plan d. sales performance audit e. personnel performance plan

Q: A job analysis is a __________. a. thorough evaluation of a salesperson's performance based upon both input and output objectives b. detailed assessment to determine what occurred at which stage in the selling process that prevented a qualified lead from being converted into a sale c. study of a particular sales position, including how the job is to be performed and the tasks that make up the job d. protocol used to assign relative weights to various aspects of the selling process to create an individualized compensation plan e. written document that describes the job relationships and requirements that characterize each sales position

Q: According to the textbook, one of the MOST crucial tasks of sales management is __________. a. salesforce evaluation b. setting sales objectives c. developing account management policies d. salesforce motivation and compensation e. effective recruitment and selection of salespeople

Q: There are three major tasks involved in the implementation stage of the sales management process: salesforce recruitment and selection; __________; and salesforce motivation and compensation. a. setting sales objectives b. salesforce training c. salesforce evaluation d. assignment of territories and/or accounts e. developing account management policies

Q: There are three major tasks involved in the implementation stage of the sales management process: salesforce motivation and compensation, salesforce training, and __________. a. salesforce recruitment and selection b. developing account management policies c. assignment of territories and/or accounts d. setting sales objectives e. salesforce evaluation

Q: The three major tasks involved in the implementation stage of the sales management process are: salesforce recruitment and selection; salesforce training; and __________. a. setting sales objectives b. developing account management policies c. salesforce motivation and compensation d. salesforce evaluation e. assignment of territories and/or accounts

Q: When using an account management policy grid, an account would receive a high level of sales calls if the account opportunity level assessment is a. high, and the sales organization has a weak competitive position. b. low, and the sales organization has a strong competitive position. c. high, and there is likelihood that a strong competitive position can be achieved. d. low, and the sales organization has a low competitive position. e. high, and the sales organization has strong competitive position.

Q: When using an account management policy grid, an account would replace personal calls with telemarketing or direct mail if the account opportunity level assessment is __________. a. high, and the sales organization has a strong competitive position b. low, and the sales organization has a strong competitive position c. high, and there is a likelihood that a strong competitive position can be achieved d. low, and the sales organization has a low competitive position e. high, and the sales organization has strong competitive position

Q: Figure 1. Consider Figure 1. above, which is an account management policy grid that groups customers according to level of opportunity and the firm's competitive sales position. "D" represents what account management policy? a. Accounts should emphasize a heavy sales organization position or shift resources to other accounts if a stronger sales organization position is impossible. b. Consider (1) replacing personal calls with telephone sales or direct mail to service accounts and (2) dropping the account if it is unprofitable. c. Accounts offer little opportunity and the sales organization position is weak. d. Accounts should receive a high level of sales calls and service to retain and possibly build accounts. e. Accounts should receive moderate level of sales and service to maintain current position of sales organization.

Q: Figure 1. Consider Figure 1. above, which is an account management policy grid that groups customers according to level of opportunity and the firm's competitive sales position. "C" represents what account management policy? a. Consider (1) replacing personal calls with telephone sales or direct mail to service accounts and (2) dropping the account if it is unprofitable. b. Accounts should emphasize a heavy sales organization position or shift resources to other accounts if a stronger sales organization position is impossible. c. Accounts are somewhat attractive because the sales organization has a strong position, but future opportunity is limited. d. Accounts should receive a high level of sales calls and service to retain and possibly build accounts. e. Accounts should receive moderate level of sales and service to maintain current position of sales organization.

Q: Figure 1. Consider Figure 1. above, which is an account management policy grid that groups customers according to level of opportunity and the firm's competitive sales position. "B" represents what account management policy? a. Consider (1) replacing personal calls with telephone sales or direct mail to service accounts and (2) dropping the account if it is unprofitable. b. Take advantage of a good opportunity if the sales organization can overcome its weak position. c. Emphasize a heavy sales organization position or shift resources to other accounts if a stronger sales organization position is impossible. d. Accounts should receive a high level of sales calls and service to retain and possibly build accounts. e. Accounts should receive moderate level of sales and service to maintain current position of sales organization.

Q: Figure 1. Consider Figure 1. above, which is an account management policy grid that groups customers according to level of opportunity and the firm's competitive sales position. "A" represents what account management policy? a. Consider (1) replacing personal calls with telephone sales or direct mail to service accounts and (2) dropping the account if it is unprofitable. b. Emphasize a heavy sales organization position or shift resources to other accounts if a stronger sales organization position is impossible. c. Take advantage of a good opportunity because the accounts have high potential and the sales organization has a strong position. d. Accounts should receive a high level of sales calls and service to retain and possibly build accounts. e. Accounts should receive moderate level of sales and service to maintain current position of sales organization.

Q: Aspects of __________ management policies might include which individuals in a buying organization should be contacted, the amount of sales and service effort that different customers should receive, and the kinds of information salespeople should collect before or during a sales call. a. sales response b. account c. territorial d. customer e. prospect

Q: Account management policies refer to policies that __________. a. specify how salespeople will be compensated and how sales performance will be evaluated b. specify which products or services will be offered to consumers, through which outlets, and at what price c. specify the organizational structure of the salesforce and set the sales goals for both individual sales representatives and the salesforce as a whole d. specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out e. determine the sales quotas for the upcoming year based upon past sales performance and current forecasting

Q: What type of management policies specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out? a. sales response management policies b. territorial management policies c. account management policies d. customer management policies e. salesforce management policies

Q: Diamond Line is a distributor of everything a florist needs to create a beautiful arrangement except the flowers. It sells to 10,000 flower and gift shops and 5,000 supermarkets nationwide. Each florist is called on four times a month and each supermarket is called on twice a month. Assume a 52-week calendar year and that each salesperson takes a four-week vacation. A sales call to a florist takes one hour of selling time, and a sales call to a supermarket takes two hours of selling time. An average salesperson spends 1,000 hours per year making sales calls. Calculate the number of salespeople Diamond Line needs to cover its account base. The number of salespeople it needs is __________. a. 15 b. 52 c. 240 d. 480 e. 720

Q: The __________ is a common formula-based approach for determining the size of a salesforce. a. sales response function b. account management method c. workhorse method d. salesforce allocation method e. workload method

Q: A formula-based method for determining the size of a salesforce that integrates the number of customers served, call frequency, call length, and available selling time to arrive at a salesforce size is referred to as a __________. a. workload method b. workhorse method c. sales equity formula d. territory distribution matrix e. salesforce allocation method

Q: The workload method __________. a. determines a fair and equitable compensation plan based on a weighted system for sales of different types of items or from different-sized territories b. identifies the target market that most closely meets the special skills of the salesforce c. determines the size of a salesforce by integrating the number of customers served, call frequency, call length, and available selling time to arrive at a salesforce size figure d. describes what is to be achieved and where and how the selling effort of salespeople is to be deployed e. determines when a company's salesforce becomes more profitable than independent sales agents to sell its company's product(s)

Q: ABB is a Swiss-based manufacturer of industrial equipment with annual sales of $30 billion. At one time, ABB had one salesforce that sold only generators, one that sold only boilers, another that sold only transformers, and so forth. Each salesperson was an expert on the items he or she sold. Its salesforce was organized by __________. a. workload b. customer c. geography d. product e. size

Q: Each year about __________ of U.S. firms change their sales organizations to implement new marketing strategies. a. 5% b. 10% c. 25% d. 36% e. 50%

Q: The disadvantage of product sales organization is that __________. a. it increases the number of salespersons in the salesforce since most product sales organizations are based around standard rebuys b. there is a larger cost for sales since this method is chosen for products that inherently have little or no product variation c. it significantly maximizes travel time, expenses, and duplication of selling effort from one territory to another d. it increases the requirement for more sales managers since the salesforce is paid strictly on commission, which acts as a significant self-motivator e. it produces high administration costs and duplication of selling effort because two company salespeople may call on the same customer

Q: The advantage of a product sales organization is that __________. a. salespeople can develop expertise with technical characteristics, applications, and selling methods associated with a particular product or family of products b. the number of salespersons in the salesforce can be reduced c. there is a lower cost for sales calls since this method is chosen for products that inherently have little or no product variation d. it significantly minimizes travel time, expenses, and duplication of selling effort from one territory to another e. fewer sales managers are required since the salesforce is paid strictly on commission

Q: When specific knowledge is required to sell certain types of products, then a __________ sales organizational structure is used. a. territorial b. customer c. product d. geographical e. multi-level marketing

Q: Canam Canada specializes in the fabrication of steel joists, joist girders, steel deck, and Muroxhigh performance building systems that are used in the construction of commercial, industrial, and institutional buildings. As one of the largest steel joist fabricators in North America, Canam Canada offers value-added engineering support, architectural flexibility, and customized solutions and services. Canam Canada uses team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships. It provides exceptional service by assigning teams of sales, service, and technical personnel to work exclusively with assigned customers. Canam's salesforce practices _____ account management. a. key b. unique c. specialty d. one of a kind e. consultative

Q: The use of teams of sales, service, and technical personnel who work with purchasing, manufacturing, engineering, logistics, and financial executives in customer organizations is referred to as __________. a. sales analysis b. formula selling c. adaptive selling d. consultative selling e. key account management

Q: Key account management refers to __________. a. the assignment of a single salesperson to a single customer throughout the course of the entire sale b. the practice of assigning the highest performing salesperson to the clients with the most profitable accounts c. the practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships. d. a sales relationship that involves a face-to-face, person-to-person encounter rather than a sale made through the Internet or written correspondence. e. the practice of occasionally making contact with a customer on a sporadic basis following the initial sale of a product or service

Q: The practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships is referred to as __________. a. key account management b. relationship marketing c. relationship selling d. customer account management e. needs-satisfaction selling

Q: A disadvantage of a customer sales organization is __________. a. the need to assign just one salesperson to local, regional, national, and global territories b. an increased need for multilingual salespeople c. the smaller number of qualified sales managers d. the need for close teamwork amongst a diverse salesforce e. higher administrative costs and some duplication of selling effort

Q: Which salesforce organizational structure is best when there are many different consumers with many different or specialized needs? a. NAICS b. customer c. product d. geographical e. market segmentation

Q: In a __________ organizational structure, a different salesforce calls on each separate type of buyer or market channel. a. multi-reseller organization b. geographical organization c. customer sales organization d. market segmentation organization e. multi-level marketing organization

Q: When different types of buyers have different needs, a __________ sales organizational structure is used. a. multi-reseller b. customer c. geographical d. market segmentation e. multi-level marketing

Q: The office memo read, "Sales representatives from Kansas, Nebraska, Iowa, and Missouri will report directly to the regional manager." From this information, it would appear the company that issued the memo uses a ___________ sales organization for its salesforce. a. profit b. customer c. product d. geographical e. market

Q: A geographical sales organization would NOT be the best structure if _____. a. a firm is trying to reduce duplication of selling effort b. a firm is trying to minimize travel time c. a firm's products or customers require specialized knowledge d. different buyers have similar needs e. there is a need to increase the number of salespersons in the salesforce

Q: What is an advantage of a geographical sales organization? a. more effective, specialized customer support b. minimized travel time, expenses, and duplication of selling effort c. smaller costs for sales calls d. reduced number of salespersons in the salesforce e. few required sales managers

Q: A __________ is the simplest sales organizational structure, in which the United States, or indeed the globe, is first divided into regions and then each region is divided into districts or territories. a. product organization b. customer sales organization c. geographic sales organization d. demographic sales organization e. NAICS sales organization

Q: Which salesforce organizational structure is the simplest? a. profit b. customer c. product d. market e. geographical

Q: Which of the following is the simplest salesforce organizational structure? a. profit b. customer c. product d. geographical e. market

Q: Figure 1.C Consider Figure 1.C above. If a company chooses to employ its own salesforce, there are three basic organizational salesforce structures from which to choose. "Salesforce Organization C" represents which type of salesforce organizational structure? a. geographical b. NAICS c. product d. market type e. customer

Q: Figure 1.B Consider Figure 1.B above. If a company chooses to employ its own salesforce, there are three basic organizational salesforce structures from which to choose. "Salesforce Organization B" represents which type of salesforce organization structure? a. geographical b. NAICS c. product d. market type e. customer

Q: Figure 1.A Consider Figure 1.A above. If a company chooses to employ its own salesforce, there are three basic organizational salesforce structures from which to choose. "Salesforce Organization A" represents which type of salesforce organizational structure? a. geographical b. NAICS c. product d. market type e. customer

Q: If a company chooses to employ its own salesforce, there are three basic organizational salesforce structures from which to choose. They are ______. a. dollar volume, unit volume, and market share b. NAICS, market size, and geography c. geography, customer, and product/service d. market size, market share, and market type e. dollar volume, unit volume, and profit

Q: An insurance company is considering using either (a) independent sales agents who would receive a seven percent (7%) sales commission on sales or (b) its own insurance salespeople who would receive a five percent (5%) commission, salaries, and benefits. Additionally, with a company salesforce, sales administration costs would be incurred for a total fixed cost of $650,000 per year. At what level of sales would independent salespeople be less costly to the firm? a. $650,000 b. $3,250,000 c. $6,500,000 d. $32,500,000 e. $35,200,000

Q: A break-even chart for comparing independent agents and a company salesforce includes __________ and __________. a. selling costs; sales revenues in dollars b. sales profits; percentage of market share c. salary compensation; commission compensation d. calls made; sales made e. number of independent agents; number of company salesforce personnel

Q: Figure 1. In Figure 1. above, "A" represents a(n) __________ when comparing independent agents and a company salesforce. a. indifference point b. break-even point c. inflection point d. trade-off point e. profit point

Q: Which of the following questions is NOT related to organizing the salesforce? a. "Should the firm use independent agents such as manufacturer's representatives?" b. "How many company salespeople should be employed?" c. "Should the company be organized according to geography, customer type, or product offering? d. "Should the firm use its own salesforce?" e. "How should the salesforce be compensated?"

Q: Research indicates that 25% of U.S. salespeople engaged in __________ selling consider it unethical to explicitly ask customers about competitors' strategies such as pricing practices, product development efforts, and trade and promotion programs. a. order-taking b. business-to-business c. business-to-consumer d. missionary e. partnership

Q: An effective sales plan objective should be __________. a. general, measurable, and flexible b. profitable, subjective, and measurable c. precise, profitable, and flexible d. precise, measurable, and time specific e. general, flexible, and profitable

Q: All of the following are types of sales objectives EXCEPT: a. input-related b. employer-related c. competitor-related d. behaviorally-related e. output-related

Q: All of the following are behaviorally-related sales objectives EXCEPT _____. a. communication skills b. customer service satisfaction ratings c. number of new customers d. selling skills e. product knowledge

Q: A third type of sales objective that is __________ is typically specific for each salesperson and includes his or her product knowledge, customer service satisfaction ratings, and selling and communication skills. a. output-related b. input-related c. profit-related d. expertise-related e. behaviorally-related

Q: The sales manager instructed the salesperson to "Make five hundred customer contacts between January 1st and July 1st." The sales manager voiced a(n) __________ sales objective. a. output-related b. input-related c. behavior-related d. comprehensive-related e. market-related

Q: All of the following are output-related sales objectives EXCEPT _____. a. unit sales b. profit c. number of new customers d. number of sales calls e. dollar sales

Q: The sales manager told the salesperson, "Your goal is to increase sales volume for the second quarter 5 percent over the sales volume of the first quarter." The sales manager voiced a(n) __________ sales objective. a. output-related b. input-related c. behavior-related d. cold-call related e. market-related

Q: Selling objectives can be __________ and focus on dollar or unit sales volume, number of new customers added, and profit. Alternatively, they can be __________ and emphasize the number of sales calls and selling expenses. a. input-related; output-related b. output-related; input-related c. financially-related; accounting-related d. customer-related; salesperson-related e. short-term; long-term

Q: Which of the following tasks are involved in the sales plan formulation stage of the sales management process? a. recruiting and selecting the salesforce, training the salesforce, and compensating the salesforce b. developing account management policies, implementing the account management policies, and evaluating the account management policies c. setting sales objectives, organizing the salesforce, and developing account management policies d. organizing the salesforce, establishing quantitative assessment, and implementing follow-up e. organizing the salesforce, setting motivational sales quotas, and evaluating the individual members of the salesforce

Q: Formulating the sales plan involves three tasks: (1) setting objectives; (2) organizing the salesforce; and (3) __________. a. hiring sales reps b. developing the marketing plan c. establishing the budget d. developing account management policies e. identifying qualified leads

Q: Formulating the sales plan involves three tasks: (1) __________; (2) organizing the salesforce; and (3) developing account management policies. a. hiring sales reps b. developing the sales plan c. establishing the budget d. setting objectives e. identifying qualified leads