CHAPTER 13
CRS Questions & Answers
COMMUNICATING
CUSTOMER VALUE:
Personal Selling and
Direct Marketing
As a sales representative for your firm, your
territory is limited to accounts located within
the state in which you currently reside. This
type of sales force structure is called:
1. Customer sales force structure
2. Product sales force structure
3. Territorial sales force structure
4. Combination sales force structure
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As a sales representative for your firm, your
territory is limited to accounts located within
the state in which you currently reside. This
type of sales force structure is called:
1. Customer sales force structure
2. Product sales force structure
3. Territorial sales force structure
4. Combination sales force structure
Under a territorial sales force structure, salespeople
sell the entire line of products and services to
customers within an exclusive geographic area.
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Your organization has a number of large volume
customer accounts that demand exceptional
service. The products marketed by your firm are
complex. Such a situation calls for a(n):
1. Team selling approach
2. Workload approach
3. Product sales force approach
4. Inside sales force approach
Copyright 2007, Prentice-Hall Inc.
13-4
Your organization has a number of large volume
customer accounts that demand exceptional
service. The products marketed by your firm are
complex. Such a situation calls for a(n):
1. Team selling approach
2. Workload approach
3. Product sales force approach
4. Inside sales force approach
Sales teams can discover problems,
provide solutions, and offer service that
no single salesperson could do alone.
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A team of telemarketers and the mineral
experts who advise them focus on business
consumers in the mining industry. This is an
example of what type of sales force?
1. A complex inside sales force
2. An outside product sales force
3. A large sales force
4. A customer sales force
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A team of telemarketers and the mineral
experts who advise them focus on business
consumers in the mining industry. This is an
example of what type of sales force?
1. A complex inside sales force
2. An outside product sales force
3. A large sales force
4. A customer sales force
Outside salespeople travel to visit customers.
Inside salespeople conduct business from
their office using the telephone or Internet.
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Sales training programs generally teach sales
recruits to do all the following EXCEPT:
1. Understand the company's products
2. Understand different customers and their
corresponding buying needs
3. Calculate their sales commissions
4. Sell effectively
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Sales training programs generally teach sales
recruits to do all the following EXCEPT:
1. Understand the company's products
2. Understand different customers and their
corresponding buying needs
3. Calculate their sales commissions
4. Sell effectively
Effective training programs teach salespeople about
the company’s objectives, organization, products,
markets, customers, and competition.
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Using referrals from suppliers and dealers to
identify potential customers is part of which
step in the selling process?
1. Prospecting
2. Preapproach
3. Approach
4. Handling objections
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13-10
Using referrals from suppliers and dealers to
identify potential customers is part of which
step in the selling process?
1. Prospecting
2. Preapproach
3. Approach
4. Handling objections
Prospecting is the process of identifying qualified
potential customers who have the need for a product
or service, a willingness to buy, and the ability to pay.
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_________________ is the step in the selling
process in which the salesperson learns as
much as possible about a prospective customer
before making a sales call.
1. Prospecting
2. Preapproach
3. Approach
4. Handling objections
Copyright 2007, Prentice-Hall Inc.
13-12
_________________ is the step in the selling
process in which the salesperson learns as
much as possible about a prospective customer
before making a sales call.
1. Prospecting
2. Preapproach
3. Approach
4. Handling objections
During the preapproach, salespeople can consult
industry sources, acquaintances, and others to learn
about the company or the purchasing agent.
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In consumer marketing, a customer database
might contain all the following EXCEPT:
1. Competitive suppliers
2. Customers' ages
3. Customers' past purchases
4. Customers' preferences
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13-14
In consumer marketing, a customer database
might contain all the following EXCEPT:
1. Competitive suppliers
2. Customers' ages
3. Customers' past purchases
4. Customers' preferences
A customer database is a collection of comprehensive
data about individual customers or prospects. Only
information related to individuals would be included.
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Suppose you wanted to sell custom-built cars to
consumers using one of the major methods of
direct marketing. Which do you think would be
the most effective?
1. Telemarketing
2. Direct-mail marketing
3. Catalog marketing
4. Kiosk marketing
Copyright 2007, Prentice-Hall Inc.
13-16
Suppose you wanted to sell custom-built cars to
consumers using one of the major methods of
direct marketing. Which do you think would be
the most effective?
1. Telemarketing
2. Direct-mail marketing
3. Catalog marketing
4. Kiosk marketing
Direct mail would be the most effective technique of
those listed. However, the nature of the product is
such that personal selling will also be needed.
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CDs are among the fastest-growing media in
what area of direct marketing?
1. Catalog marketing
2. Kiosk marketing
3. Telemarketing
4. Direct-mail marketing
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13-18
CDs are among the fastest-growing media in
what area of direct marketing?
1. Catalog marketing
2. Kiosk marketing
3. Telemarketing
4. Direct-mail marketing
Including CDs or DVDs with direct mail has
substantially increased the number of
responses generated by direct mail offers.
Copyright 2007, Prentice-Hall Inc.
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The most challenging public policy issue
currently facing the direct marketing industry
is/are:
1. Sweepstakes fraud and deceit
2. Invasion of privacy
3. Investment, charity, and research scams
4. Irritating infomercials
Copyright 2007, Prentice-Hall Inc.
13-20
The most challenging public policy issue
currently facing the direct marketing industry
is/are:
1. Sweepstakes fraud and deceit
2. Invasion of privacy
3. Investment, charity, and research scams
4. Irritating infomercials
Computer database technology allow companies to
collect excessive information about consumers,
including that which many buyers feel should be private.
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