Managing Personal Communications: Direct and Database Marketing and Personal Selling

Which of the following best defines direct marketing?

During the 2012 reelection campaign, the Obama team tested how many different versions of e-mails daily to optimize their direct marketing efforts?

What is a key difference between a customer mailing list and a customer database?

What was the total value of sales produced through traditional direct marketing channels in the U.S. in 2012?

In direct mail, what does the RFM formula used to select customers stand for?

According to the text, what is the average order-response rate for letter-sized direct mail sent to an internal company list?

What are the five elements of the offer strategy in a direct-mail campaign?

What is the primary reason that consumer telemarketing has lost much of its effectiveness, as noted in Chapter 4 and referenced in this chapter?

Which of the following is NOT listed as a public and ethical issue in direct marketing?

Which of the five ways companies use their databases involves sending out birthday cards, holiday shopping reminders, or off-season promotions?

According to a Deloitte Consulting study, what percentage of firms experienced little or no improvement from implementing customer relationship management (CRM)?

Which of the following situations is NOT conducive to database marketing?

A salesperson whose major task is the delivery of a product like water, fuel, or oil is known as what type of sales representative?

A company has 1,000 'A' accounts that require 36 calls per year and 2,000 'B' accounts that require 12 calls per year. If the average sales rep can make 1,000 calls a year, how many sales reps does the company need?

What type of sales representative relies on creative methods for selling tangible products like vacuum cleaners or intangibles like insurance?

Which combination of sales force compensation plans provides a secure income, encourages non-selling activities, and delivers administrative simplicity, but may reduce the incentive to overstock customers?

According to one survey mentioned in the chapter, what is the average annual turnover rate for sales reps across all industries?

What did Oracle do to its commission structure to tone down its sales force's reputation as overly aggressive?

In the SPIN method of selling, which type of question explores the buyer's present situation and facts, such as 'What system are you using to invoice your customers?'

What does the FABV approach to a sales presentation stand for?

What are the six major steps in the effective sales process, as shown in Figure 22.4?

Resistance to interference, preference for established supply sources, and apathy are examples of what kind of customer objection?

What is the primary goal of the first step in the personal selling process, Prospecting and Qualifying?

What was the estimated combined annual revenue for the 20,000 companies in the U.S. Internet and catalog retailing industry?

What are the five main problems that can prevent a firm from effectively using database marketing?

According to the text, a salesperson with a high level of technical knowledge, such as an engineering salesperson who consults with client companies, is known as a:

Which part of a sales force compensation package satisfies the need for income stability?

What is the median training period for new sales reps in service companies?

According to the text, what is the estimated cost of each contact made by an inside salesperson compared to a field staff person?

In the context of the six steps of effective selling, what is the Preapproach step focused on?

What is the primary objective of a 'missionary' salesperson, such as a medical 'detailer' representing a pharmaceutical company?

Which of the following tasks involves a salesperson deciding how to allocate their time among prospects and customers?

What is a contractual sales force?

According to the text, a survey revealed that what percentage of sales reps receive 40 percent or more of their compensation in variable pay?

What is multilevel selling?

What percentage of their time did Spector Freight want its sales representatives to spend prospecting for new accounts?

Face-to-face selling accounts for as little as what percentage of a sales rep's total working time?

In the SPIN selling method, what type of question is exemplified by, 'How much would you save if our company could help you reduce errors by 80 percent?'

What does the BANT acronym, used by IBM to qualify leads, stand for?

Which of the six steps in the selling process involves ensuring customer satisfaction and repeat business after the sale is complete?

In the New Zealand 'Feel Tip Top' campaign for Tip Top Ice Cream, what was the initial result within 24 hours of launching the Facebook app?

What is the primary purpose of measuring a direct marketing campaign's success by customer lifetime value?

What did The Teaching Company discover when it changed the color and location of its 'Add to Cart' button on its Web site?

Infomercials, 30- and 60-minute programs that combine selling with information and entertainment, have been successfully used to promote all of the following products EXCEPT:

When building a customer database, what is the term for information about a consumer's preferred media?

What is the key insight British research firm dunnhumby provided to supermarket giant Tesco regarding a poor-selling type of bread?

Which of the following describes a key finding about loyal customers from the section 'The Downside of Database Marketing'?

What are the two key elements that are often in conflict within marketing organizations, as depicted in the 'Hypothetical (Dysfunctional) Sales Marketing Exchange' figure?

According to the text, a one-time analysis of sales representative John Smith's performance in Table 22.1 shows his gross profits on total sales decreased by how much between 2013 and 2014?

Which principle of personal selling involves turning an objection into a reason for buying?