Question 1

What are some ethical concerns raised by direct-response methods?

• Harvesting trees, telephone solicitations, door-to-door sales, and junk e-mail
• Telephone solicitations, privacy issues, texting solicitations, and junk e-mail
• Harvesting trees, privacy issues, door-to-door sales, and junk e-mail
• Harvesting trees, telephone solicitations, junk e-mail, and privacy issues

Question 2

In light of continuous focus on planning marketing strategies to reach objectives, the most sensible approach to budgeting promotion expenditure is:

• basing the budget on the job to be done.
• basing the budget on any uncommitted revenue.
• setting the budget as a certain number of cents or dollars per sales unit.
• matching expenditures with competitors.

Question 3

Dimitri Kojak works for a producer of industrial elevators. He knows all the technical details of the many different ways they are used by business customers. He makes presentations to new prospects and eventually gets a share of their business. Dimitri is:

• a member of the firm's major accounts sales force.
• a missionary salesperson.
• a customer service rep.
• a producer's order getter.

Question 4

Clearwater Office Supply sells frequently purchased office supplies to businesses in a metropolitan area. It is well established with a large share of the market. Its promotion should probably focus on:

• reminding.
• stimulating primary demand.
• informing.
• innovators.

Question 5

The task method for budgeting marketing expenses:

• means that a company budgets roughly what competitors budget for each item.
• budgets last year's marketing expense ratio timesforecasted sales.
• might result in very different marketing expenses from year to year.
• is based on internal politics.

Question 6

New hardware and software available to salespeople:

• change the basic sales tasks that must be performed, but do not change how well the tasks are done.
• involve no costs to the firm except the purchase of the hardware and software.
• do not provide any new ways to meet customer needs.
• may provide a real competitive advantage to a firm if they are used properly.

Question 7

A job description for a sales person provides:

• basis for pay, general tasks and generic guidelines.
• general tasks, basic expectations, and generic guidelines.
• basis for pay, generic guidelines, general tasks
• basis for pay, clear guidelines, and specific tasks.

Question 8

Hannah Spiritway works for a cable TV company in a large city. She handles telephone calls from customers who are having problems with their cable service. Hannah is:

• a sales promotion specialist.
• a customer service rep.
• an order taker.
• an order getter.

Question 9

The sales manager of the Butterfly Chair Corp. wishes to compensate his sales force in a way that will provide some security, incentive, flexibility, and control. The company should offer its sales force:

• straight salaries.
• straight commissions.
• a combination plan.
• a value plan.

Question 10

Which of the following statements BEST describes advertising?

• Advertising tries to attract attention to the firm and its offerings without having to pay media costs.
• Advertising is any unpaid form of non-personal presentation of ideas, goods, or services.
• Advertising must be paid for, while another form of mass selling-publicity-is free.
• Advertising is the main form of personal selling which includes the use of traditional media as well as new media.