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.