Q&A Hero

Q: Partnership selling refers to __________. a. the creation of cross-functional selling teams designed to provide the ultimate consumer with the best possible product and service b. the practice of using an entire team of professionals in selling to and servicing major customers c. an illegal practice whereby buyers and sellers combine their expertise and resources to share customer, competitive, and company information for their personal benefit d. a legal but unethical practice whereby buyers and sellers combine their expertise and resources to share customer, competitive, and company information for their personal benefit e. the practice whereby buyers and sellers combine their expertise and resources to create customized solutions, commit to joint planning, and share customer, competitive, and company information for their mutual benefit, and ultimately the benefit of the customer

Q: A straight commission compensation plan is one __________. a. that assigns the same commission percentage regardless of a product's value, number sold, or difficulty level of the sales effort b. in which a salesperson is paid a specified salary plus a commission and/or bonus on sales generated c. that determines fair and equitable compensation that includes a weighted system for different types of items or different sized territories d. in which the salesperson is paid a fixed amount per week, month, or year e. in which a salesperson's earnings are directly tied to the sales or profits he or she generates

Q: The practice whereby buyers and sellers combine their expertise and resources to create customized solutions, commit to joint planning, and share customer, competitive, and company information for their mutual benefit, and ultimately the benefit of the customer, is referred to as __________. a. multichannel selling b. cross-functional selling c. partnership selling d. relationship selling e. customized ordering

Q: When Daniel was hired to work for Bush Refrigeration Company, he was told, "The sales training program is 18 weeks, and we"ll pay you $750 per week during that time." While in training, the company used a __________ compensation plan to compensate Daniel for his time and effort. a. sales response b. combination c. straight salary d. straight commission e. market share

Q: The PRIMARY way in which relationship selling creates customer value is by __________. a. assigning a single sales representative to a single customer b. learning the customer's needs to maintain a long-term relationship of trust and respect c. guaranteeing fair and equitable prices for each client regardless of the size of the purchase d. providing cumulative discounts based on customer loyalty and the length of the customer relationship e. guaranteeing fair and equitable sales practices for each customer regardless of the frequency of the purchase

Q: An advantage of the straight salary compensation plan is that __________. a. it provides an incentive to expand sales volume b. it can be easily adapted to changes in the economy c. it doesn"t include nonselling activities that take time away from selling d. salaries can be lower e. it is easy to administer

Q: The practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time is referred to as __________. a. order processing b. order taking c. customer value creation d. relationship selling e. partnership selling

Q: With a __________ compensation plan, a salesperson is paid a fixed fee per week, month, or year. a. sales response b. combination c. straight salary d. straight commission e. market share

Q: Relationship selling refers to __________. a. the assignment of a single salesperson to a single customer throughout the entire sales process b. buyers and sellers combining their expertise and resources to create customized solutions; commit to joint planning; and share customer, competitive, and company information for their mutual benefit, and ultimately the customer c. the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time d. the practice of using an entire team of professionals in selling to and servicing key customers e. the practice of maintaining contact with a customer on a regularly scheduled basis following the initial sale of a product or service

Q: The three commonly used compensation plans are __________. a. incremental salary, input-based commission, and output-based commission b. straight salary, straight commission, and graded-scale competitive pay c. percentage of sales, percentage of profits, and straight salary d. straight salary, straight commission, and a combination of salary and commission e. straight commission, percentage of market share, and a combination of salary and commission

Q: Which of the following statements regarding the role of salespeople is most accurate? a. Salespeople have the greatest say in company policy and therefore are the customer's greatest advocates. b. Salespeople truly know their customers and therefore are the best resource for segmenting and selecting target markets. c. Salespeople are the most highly trained of all a firm's employees and therefore offer the greatest customer security. d. Salespeople create customer value by providing follow through after the sale. e. Salespeople are traditionally given greater authority than other company employees and therefore can offer customers the best financial terms for their purchases.

Q: Research indicates that there are four key factors involved with salesforce motivation: (1) a clear job description; (2) effective management practices; (3) __________; and (4) proper compensation, incentives, or rewards. a. an opportunity for professional growth b. a personal need for achievement c. constructive criticism d. adequate time for bookkeeping and paperwork e. a moderate degree of competitive spirit within a team

Q: Which of the following statements regarding the role of salespeople is most accurate? a. Salespeople can identify creative solutions to customer problems. b. Salespeople have the greatest say in company policy and therefore are its customers' greatest advocates. c. Salespeople truly know their customers and therefore are the best resource for segmenting and selecting target markets. d. Salespeople are the most highly trained of all a firm's employees and therefore offer the greatest customer security. e. Salespeople are traditionally given greater authority than other company employees and therefore can offer customers the best financial terms for their purchases.

Q: Research indicates that there are four key factors involved with salesforce motivation: (1) a clear job description; (2) __________; (3) a personal need for achievement; and (4) proper compensation, incentives, or rewards. a. an opportunity for professional growth b. a moderate degree of competitive spirit within a team c. effective sales management practices d. constructive criticism e. adequate time for bookkeeping and paperwork

Q: Personal selling serves three major roles in a firm's overall marketing effort. Salespeople: (1) are the critical link between a firm and its customers; (2) __________; and (3) may play a dominant role in a firm's marketing program. a. play a key role in research and development b. are the company in consumers' eyes c. play a dominant role in implementing an organization's pull strategy d. provide the most valuable resource for segmenting and selecting target markets e. are one of many people in a firm that contacts potential customers

Q: Research indicates that there are four key factors involved with salesforce motivation: (1) __________; (2) effective sales management practices; (3) a personal need for achievement; and (4) proper compensation, incentives, or rewards. a. a clear job description b. constructive criticism c. an opportunity for professional growth d. a moderate degree of competitive spirit within a team e. adequate time for bookkeeping and paperwork

Q: Personal selling serves three major roles in a firm's overall marketing effort. Salespeople: (1) are the critical link between a firm and its customers; (2) are the company in consumers' eyes; and (3) __________. a. play a key role in research and development b. are the ultimate channel of distribution c. provide the most valuable resource for segmenting and selecting target markets d. are one of many people in a firm that contacts potential customers e. may play a dominant role in a firm's marketing program

Q: Which type of salesforce training is the most popular type of training? a. individual instruction b. on-the-job training c. formal classes d. seminars taught by sales trainers e. computer-based training

Q: Selling often serves as a stepping-stone to top management. In fact, approximately __________ of the chief executive officers (CEOs) in the largest U.S. corporations have significant sales and marketing experience in their work history. a. 5% b. 10% c. 15% d. 20% e. 25%

Q: Which of the following statements about salesforce training is most accurate? a. The training of sales managers is both expensive and extensive, unlike the training of salespeople, which is relatively inexpensive and short-term. b. A major flaw in the sales industry is a lack of employer-sponsored training. c. Sales ability is instinctive; it cannot be taught. d. Whereas recruitment and selection of salespeople is a onetime event, salesforce training is an ongoing process that affects both new and seasoned salespeople. e. A limitation of sales training is that it is too narrowly focused on "making the sale" rather than on learning new business skills.

Q: Virtually every occupation that involves customer contact has an element of personal selling in it. The Bureau of Labor Statistics reports that almost __________ people are employed in sales positions in the U.S. a. 5 million b. 10 million c. 14 million d. 18 million e. 24 million

Q: There are five dimensions to emotional intelligence: self-motivation; self-awareness; the ability to manage one's emotions and impulses; __________; and social skills. a. empathy b. sense of humor c. the ability to read body language d. the ability to be positive e. a need to be in control

Q: The tasks involved in managing personal selling include organizing the salesforce; __________; recruiting, selecting, training, and compensating salespeople; and evaluating the performance of individual salespeople. a. identifying potential target markets b. using customer input to make product modifications c. designing new promotional campaigns for the purpose of generating new sales d. setting objectives e. maintaining open communications between sales representatives and all other stakeholders

Q: There are five dimensions to emotional intelligence: self-motivation; self-awareness; __________: empathy; and social skills. a. the ability to read body language b. sense of humor c. the ability to be positive d. the ability to manage one's emotions and impulses e. a need to be in control

Q: The tasks involved in managing personal selling include the following: setting objectives; organizing the salesforce; recruiting, selecting, training, and compensating salespeople; and __________. a. identifying potential target markets b. evaluating the performance of individual salespeople c. using salesforce input to make product modifications d. maintaining open communications between sales representatives and all other stakeholders e. designing new promotional campaigns for the purpose of generating new sales

Q: There are five dimensions to emotional intelligence: self-motivation; __________; the ability to manage one's emotions and impulses; empathy; and social skills. a. the ability to read body language b. sense of humor c. the ability to be positive d. self-awareness e. a need to be in control

Q: The tasks involved in managing personal selling include all of the following EXCEPT __________. a. selecting salespeople b. evaluating the performance of individual salespeople c. setting sales objectives d. organizing the salesforce e. designing new sales promotional campaigns for the purpose of generating new sales

Q: There are five dimensions to emotional intelligence: __________; self-awareness; the ability to manage one's emotions and impulses; empathy; and social skills. a. the ability to read body language b. sense of humor c. self-motivation d. the ability to be positive e. a need to be in control

Q: Sales management refers to __________. a. the planning the selling program and implementing and evaluating the personal selling effort of the firm b. the process of allocating funds for promotion and advertising c. the recruiting, hiring, and training of a company's salesforce d. the segmentation and selection of target markets to be addressed by a company's salesforce e. the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision

Q: Emotional intelligence refers to __________. a. the ability to anticipate and overcome a potential customer's objections b. a method of measuring the potential of people who have not had formal schooling c. a measurement to determine a person's patience in stressful selling situations d. the ability to pick up personal cues, ticks, or tells, that help salespeople read their customers in order to make a sale e. the ability to understand one's own emotions and the emotions of people with whom one interacts on a daily basis

Q: Planning the selling program and implementing and evaluating the personal selling effort of the firm are referred to as __________. a. relationship marketing b. team selling c. personal selling d. sales engineering e. sales management

Q: The ability to understand one's own emotions and the emotions of people with whom one interacts on a daily basis is referred to as __________. a. empathetic intelligence b. emotional empathy c. emotional intelligence d. subliminal intelligence e. cognitive empathy

Q: Personal selling requires the __________ flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or a group's purchase decision. a. direct b. indirect c. unsolicited d. two-way e. recursive

Q: Attributes such as imagination and problem-solving ability, strong work ethic, honesty, intimate product knowledge, effective communication and listening skills, and attentiveness reflected in responsiveness to buyer needs and customer loyalty and follow-up are found in a __________. a. job analysis b. job description c. statement of credentials d. statement of qualifications e. statement of experience

Q: The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as __________. a. sales management b. personal selling c. sales promotion d. direct selling e. marketing management

Q: The aptitudes, knowledge, skills, and a variety of behavioral characteristics considered necessary to perform a job successfully are contained in a __________. a. statement of credentials b. statement of training c. statement of education d. statement of experience e. statement of job qualifications

Q: Which of the following does Lindsey Smith list as one of the ingredients necessary for a successful sales career?a. educationb. good looksc. integrityd. technical proficiencye. networking

Q: A job description is a written document that describes job relationships and requirements that characterize each sales position. Once established, the job description is then translated into a __________. a. statement of credentials b. statement of intelligence c. statement of job qualifications d. statement of requirements e. statement of education

Q: Lindsey Smith sees her selling orientation and customer relationship philosophy as including _____. a. simplifying sales presentations for technical products b. increasing the importance of the advertising element of the company's promotion mix c. developing a team of professionals in selling to and servicing key customers d. creating value in customer relationships by emphasizing the company's product innovations, solutions, and service e. establishing brand recognition for Molecular Imaging Products as distinct from GE Healthcare

Q: A __________ explains: (1) to whom a salesperson reports; (2) how a salesperson interacts with other company personnel; (3) the customers to be called on; (4) the specific activities to be carried out; (5) the physical and mental demands of the job; and (6) the types of products and services to be sold. a. job description b. sales plan c. job analysis d. sales performance audit e. personal performance plan

Q: Applied to recruiting and selecting salespeople, a __________ explains to whom a salesperson reports and how a salesperson interacts with other company personnel. a. job description b. sales plan c. job analysis d. sales performance audit e. personal performance plan

Q: A __________ is a written document that describes job relationships and requirements that characterize each sales position. a. sales plan b. job analysis c. performance contract d. job description e. personal performance plan

Q: What is meant by "convergence" of real and digital worlds? Provide one example.

Q: What is a "negotiated measure" that is used as a performance measure for social media? What are its advantages and disadvantages?

Q: What is the role of a brand manager in advertising on Facebook?

Q: How does the relationship between YouTube and Vimeo reflect the development of network television?

Q: Describe the communications process of both traditional media and social media.

Q: What are the main ways brand managers can use Twitter?

Q: What are the four guidelines proposed by Buddy Media to engage fans on Facebook?

Q: Discuss the differences between traditional print media and social media with regard to expense and access, permanence and credibility, and social authority.

Q: What are social media?

Q: The AOI marketing team used the following approach in its Bitter Girls marketing strategy to develop a following in its target market by a. setting up a Twitter account for each of the Bitter Girls. b. producing a six-minute YouTube video, featuring a one-minute cameo appearance by each girl. c. creating a hypothetical LinkedIn "connection" for each Bitter Girl. d. creating an official Facebook Page, developed a story line on Facebook, and ran highly targeted Facebook ads. e. asking Facebook fans to submit creative stories about each Bitter Girl.

Q: With a limited marketing budget, the AOI team concluded the best way to develop a following was to a. develop a hypothetical LinkedIn "connection" for each Bitter Girl. b. produce a 3-minute YouTube video, hoping it would go viral. c. utilize its own website and Facebook. d. aggressively describe Bitter Girls on Twitter. e. feature creative stories about each Bitter Girl that then appear on Vimeo.

Q: The concept underlying Bitter Girls was developed because the AOI team wanted to a. empower tween and teen girls who do not fit into the most-popular-girl-in-high-school model. b. bring out the sullenness of this age group. c. encourage tween and teen girls to turn from bitter to sweet. d. downplay a message that is uplifting and empowering for girls. e. support the least-popular-girl-in-her-high-school-class model.

Q: The concept underlying Bitter Girls focuses on a. the most-popular-girl-in-her-high-school-class model. b. bringing introverted girls out of their shells. c. increasing the assertiveness of shy girls. d. a message that is uplifting and empowering for girls. e. the least-popular-girl-in-her-high-school-class model.

Q: The AOI marketing team planned a(n) __________ between the Bitter Girls name and the __________ of the girls in the description of them. a. positive, supportive connection; dark, "edgy," sullen nature b. an empowering connection; typical "tween and teen" characteristics c. ironic disconnect; bitter, sullen nature d. similarity; dark, "edgy," sullen nature e. deliberate disconnect; positive nature

Q: China has consistently blocked __________ use by its citizens. a. Internet b. Twitter c. gmail d. Facebook e. smartphone

Q: T-Mobile's 2010 holiday TV ad featuring Chuck Norris unexpectedly surpassed expectations of success by becoming popular not only in the Czech network but in neighboring Poland and Slovakia as well. While this started as a __________ marketing strategy targeted as a single country, it crossed country boundaries and became a global marketing strategy. a. intracultural b. multidomestic c. intercultural d. convergence e. social network

Q: The 2010 T-Mobile holiday TV ad featuring Chuck Norris planned to use a __________ marketing strategy tailored to consumers in a single countrythe Czech Republic. But it crossed country boundaries to reach Polish and Slovakian consumers. a. single-country b. cultural c. limited d. global e. multidomestic

Q: An unintended effect of the proliferation of social media is a. users are more connected than ever. b. entrepreneurs are able to create start-up businesses with less financial investment than was required in the past decades. c. Twitter is gaining in popularity and will soon surpass Facebook as the most popular social media site. d. both YouTube and Vimeo became video sites. e. LinkedIn is a site for business professionals to network.

Q: Facebook's charging for user actions that generate more sales for advertisers demonstrates a. the influence of social network users in the marketplace. b. the monopoly of Facebook over the marketplace. c. the increasing effectiveness of advertising on social networking sites. d. the convergence of social networking sites with each other. e. the ethically questionable mode of Facebook charging advertisers for using their site.

Q: What is the number one paid iPhone app? a. Instagram b. Farmville c. Angry Birds d. Twitter e. Plants vs. Zombies

Q: Smartphone apps are providing stiff competition for physical retail stores because a. consumers using the app Instagram can shop instantly. b. consumers can "tweet" their product preferences. c. consumers can create and save shopping lists on their smartphones. d. consumers can simultaneously check prices at other stores while shopping for a product in a brick-and-mortar retail store. e. consumers using the app ShopKick receive credit, discounts, and other incentives for walking into a brick-and-mortar retail store.

Q: A consumer who is out shopping and searching for a particular product can find the store with the best price by using a. Instagram. b. Twitter. c. Facebook. d. an app released by Facebook that lets customers receive discounts for "checking in" at a store location. e. an app released by The Find, where a customer can search for the product among 500,000 stores.

Q: If a clothing store is hoping to let customers know of its competitive prices on jeans, a useful smartphone app to spread this information is a. Instagram. b. an app released by The Find, where a customer can search for the product among 500,000 stores. c. Twitter. d. an app released by Facebook that lets customers receive discounts for "checking in" at a store location. e. an app released by Esquire that lets a customer look at different brands and order the one he or she wants.

Q: Apps are a. computer-based networks that trigger actions by sensing changes in the real or digital world. b. software programs to measure the number of times an ad loads on a webpage. c. small, downloadable software programs that can run on tablet devices or smartphones to provide special functions for these devices. d. a failed marketing gimmick to advertise the benefits of smartphones. e. programs that can be used to organize large groups to form protests on social networking sites.

Q: The convergence of real and digital worlds is the result of a. the work of William Gibson who coined the term "cyberspace." b. the implementation of ideas found in science fiction films and books. c. the unlimited proliferation of interlinked smartphones, tablet devices, sensors, sophisticated algorithms, databases, and other elements. d. Steve Jobs, the late visionary CEO of Apple, Inc. e. the researchers at Xerox Palo Alto Research Center (PARC).

Q: Smart systems are called "smart" because a. a user needs to be intelligent to use them efficiently and effectively. b. users are primarily located at colleges and universities. c. in this case "smart" means fashionable or cool. d. users have to be smart to excel at playing games such as Angry Birds on smartphones. e. they use various sensing features to facilitate more dynamic interactions with consumers.

Q: An example of a smart system is(are) a. social networking sites at colleges and universities. b. location-based app downloaded to a GPS-enabled smartphone. c. global marketing strategies that leverage advertising assets to multiple countries. d. convergence systems. e. online retailers.

Q: Computer-based networks that trigger actions by sensing changes in the real or digital world are known as a. global marketing platforms. b. convergence systems. c. intelligence technologies. d. smart systems. e. social networking sites.

Q: Smart systems are a. computer-based networks that trigger actions by sensing changes in the real or digital world. b. highly organized social media campaigns to protest a brand. c. social networking sites that allow for people to keep in touch with photos, videos, and short-text entries. d. financially successful social networking sites. e. programs that provide measures of an ad's success on social networking sites.

Q: Which of the following responses does the textbook recommend a brand manager take during a social media attack on a brand? a. Respond immediately respond to the attack with aggression to get the attackers to back down. b. Ignore your detractors so they will stop commenting. c. Communicate your solution through multiple social media platforms. d. Use only traditional media to reach the target audience because the issues can be explored in greater detail that way. e. Accept whatever solution the attackers offer, as quickly as possible.

Q: What is the best way a brand manager might deal with "key influencers" during a social media attack on a brand? a. Respond with aggression to get them to back down. b. Ignore them and they will stop commenting. c. Undermine their credibility by emphasizing the fact that they are not "experts." d. Communicate directly and honestly. e. Accept whatever solution they offer, as they will not cooperate any other way.

Q: How did Greenpeace use social media to leverage "crowd power" to get Nestl to capitulate to its demands? a. Greenpeace hacked into Nestl's website. b. Greenpeace posted a provocative video on YouTube, then later on Vimeo. c. Greenpeace swarmed Nestl's Facebook Page with comments. d. Greenpeace protested Nestl's policies on a television talk show. e. Greenpeace got experts to testify against Nestl's environmentally unsound actions.

Q: The Greenpeace campaign against Nestl using social media was effective because a. Greenpeace quickly agreed that Nestl appeared to be acting in a socially responsible manner with a commitment to global sustainability. b. by using social media instead of traditional media, Greenpeace was saving trees. c. Greenpeace effectively used a variety of media, both traditional and social, for its "shock campaign." d. the attention Greenpeace garnered helped to promote the sales of Nestl's Kit Kat candy bars. e. Nestl immediately apologized and pledged to end its use of nonsustainable palm oil.

Q: Nestl received a lot of bad press and negative customer feedback during Greenpeace's campaign because of Nestl's __________ comments made on its Facebook Page. a. unresponsive and silent b. dogmatic and preachy c. transparent and honest d. bitter and petulant e. uninformed and oblivious

Q: The issue between Nestl and Greenpeace over Nestl's Kit Kat candy bar was that a. the palm oil Nestl was using in the candy bar was nonsustainable. b. Greenpeace praised Nestl Corporation's sense of social responsibility and commitment to global sustainability. c. Greenpeace decided to use Twitter to start a conversation among environmentalists urging them to buy Nestl's Kit Kat candy bars. d. the palm oil Nestl was using in the candy bar contained synthetic preservatives. e. the palm oil Nestl was using in the candy bar was sustainable.

Q: Performance measures for output and revenues for social media are a. less specific than those for traditional media. b. easier to track for traditional media such as newspapers and magazines because marketing managers can track the circulation numbers. c. easiest to track using Twitter. d. more specific than those for traditional media. e. the same as for traditional media.

Q: A fan source is a. where a social network following comes fromwith every source being of equal value. b. where a social network following comes fromwith fans coming from a friend being more valuable than those coming from an ad. c. the source of all Facebook fans in the target demographic for a particular brand. d. the number of fans who interact with a Facebook Page. e. the number of fans who are evangelists for a brand.

Q: Where a social network following comes fromwith fans coming from a friend being more valuable than those coming from an adis referred to as a a. friendster. b. friend visitor. c. fan source. d. fan base. e. friend source.