Question 1
Question 1
This forecasting method allows for voicing of unusual opinions and anonymous mind changing.
Question options:
Delphi method
Salesforce composite
Exponential smoothing
Moving averages
Question 2
For most marketing communications strategies, the main communication tools are
Question options:
sales promotion or advertising.
publicity or public relations.
personal selling or sales promotion.
advertising or personal selling.
Question 3
Sales and marketing often focus on different activities. Which of the following is not one of the activities on which sales focuses?
Question options:
Distributor management
Account management
Merchandising
Product positioning
Question 4
Personal selling, advertising, sales promotion, and publicity comprise what’s referred to as
Question options:
marketing strategy.
selling strategy.
marketing mix strategy.
marketing communications strategy.
Question 5
This forecasting method is well suited to situations in which sales forecasts are needed for a large number of products.
Question options:
Delphi method
Salesforce composite
Exponential smoothing
Moving averages
Question 6
The _______ provides direction for strategy development and execution throughout the organization.
Question options:
mission statement
strategy statement
corporate plan
business unit portfolio
Question 7
Every forecast should be defined in terms of
Question options:
geographic area, salesperson, and estimated accuracy.
territory, product level, and sales volume.
sales volume, salesperson, and estimated accuracy.
geographic area, product level, and time period.
Question 8
If the sales organization objective is to reduce selling costs and target profitable accounts, then the SBU objective is likely to be
Question options:
hold market share.
build market share.
develop market share.
harvest market share..
Question 9
The importance of developing a partnership with distributors has been emphasized in the text. Which of the following situations would strengthen this relationship?
Question options:
Commissions on sales to direct salespeople are lowered for sales made jointly with distributors.
Direct salespeople call on the most profitable accounts and ask the distributor’s salesforce to handle all other accounts.
The manufacturer provides its distributors with market information to help them succeed.
When new models for equipment are available, ask the distributors to take care of selling out the old models and allow the company’s salesforce to begin offering the new model.
Question 10
The _______ consists of different methods for developing sales forecasts for individual accounts.
Question options:
bottom-up approach
salesforce composite method
top-down approach
naive approach
Question 11
When the SBU objective is to “harvest market share,” which of the following is not a primary sales task?
Question options:
Service the most profitable accounts.
Eliminate unprofitable accounts.
Replace lost sales with new accounts.
Reduce service levels.
Question 12
Which of the following is one of the steps in corporate strategy development?
Question options:
Developing a marketing mix to serve a target market.
The development of an account management strategy.
Developing a corporate strategy for each of the SBUs.
Analyzing the corporate situation to identify potential opportunities and threats.
Question 13
One definition of an SBU is
Question options:
a qualitative description of the firm’s strategic orientation in relation to customers and markets, products and services, geographic scope, and technology.
the method by which corporate management implements, evaluates, and controls the corporate strategic plan.
the corporate growth orientation of the firm.
a designated unit within a corporation that’s operated like an individual business.
Question 14
The only promotional tool that consists of personal communication between seller and buyer is
Question options:
sales promotion.
personal selling.
Advertising.
public relations.
Question 15
The expected level of industry sales given a specific industry strategy in a given geographic area for a specific time period is the definition for
Question options:
market forecast.
sales potential.
salesperson quotas.
sales forecast.
Question 16
All of the following are key decision areas in sales strategy except
Question options:
account targeting strategy.
relationship strategy.
marketing mix strategy.
selling strategy.
Question 17
Distributors can be characterized as
Question options:
the company’s salesforce for industrial products.
the end users for a company’s product.
independent sales organizations that sell complementary, but noncompeting, products from different manufacturers.
channel middlemen that take title to the goods that they market to end users.
Question 18
Which of the following statements regarding telemarketing is false?
Question options:
Telemarketing is more effective than field selling.
One of the important benefits from telemarketing is the ability to gather, combine, and disseminate a great deal of useful information.
Telemarketing can provide a cost-effective way to support or substitute for expensive personal sales calls.
Training programs for the telemarketing salesforce should include knowledge and skills that will enable them to work effectively with the field salesforce.
Question 19
Independent representatives can be characterized as
Question options:
the company’s salesforce for industrial products.
the end users for a company’s product.
independent sales organizations that sell complementary, but noncompeting, products from different manufacturers.
channel middlemen that take title to the goods.
Question 20
The basic purpose of defining strategic business units is to
Question options:
divide the corporation into parts to facilitate strategic analysis and planning.
provide management opportunities in different regions.
allow for a more focused market perspective.
reorganize the personal selling operations of the firm.
